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Group A: 3 Emerging E-Commerce Growth Trends To Leverage

Jia Wertz

The COVID pandemic has shifted e-commerce in 2020,

maybe more than any other time in history. Traditional retail

sales have declined but e-commerce has seen a 129% yearover-

year growth in U.S. and Canadian orders as of April 21st,

with an impressive 146% growth in all online retail

orders. Most, if not all, brick and mortar stores have taken their

businesses online to survive the pandemic. As a result, U.S. ecommerce

sales will hit a projected $709.78 billion in 2020, or

about 14.5% of total U.S. retail sales, up from $601.65 billion,

or about 11% of total retail sales, since 2019. That is the

biggest jump in the e-commerce share of retail sales in a

single year, Andrew Lipsman, principal analyst with eMarketer,

said in the research.

Across the world, people are shifting buying habits and the

lockdown has even hit boomers by forcing them to shop

online some for the first time. COVID has accelerated the ecommerce

industryʼs growth and more businesses are joining

the e-commerce business revolution than ever before.

Companies that previously embraced the e-commerce trend

have already experienced expansion, in the midst of retail

shrinking. By the end of 2020, global e-commerce sales are

expected to reach $4.2 trillion, explained in a report by the ecommerce

behemoth Shopify. But, creating a website and

selling your products isnʼt that easy. The cash wonʼt just flow

in once you hit publish on that new Shopify site. The

competition is getting steeper and online shopping behaviors

are changing faster than ever before.

The changing economy calls for keeping up with emerging ecommerce

trends to cut through the noise, get noticed, and

attract customers. Here are three trends experts are paying

attention to.

Personalized Commerce Is the Next Frontier

Successful e-commerce companies are leveraging

personalization technology to give consumers a customized

experience. Delivering personal experiences on e-commerce

sites is achieved by dynamically showing content, product

recommendations, and specific offers based on browsing

behavior, previous actions, prior purchase history, customer

demographics, and other enriched personal data. As

compared to traditional retail, e-commerce doesnʼt include a

retail salesperson to recommend products based on interest,

preferences, or taste. Human touch-points provide many

opportunities to beat out the competition. And, that is the

magic of personalization mimicking what a consumerʼs instore

experience would be, through a personalized customer

journey online.

Data is at the forefront of this operation. Social media

platforms and search engine tracking tools let you extract tons

of personal data about your visitors and buyers, such as

search queries, page visits, purchase history, and more.

“Personalization is the missing ingredient to a successful

online shopping experience and will be key to 2020 and the

future of e-commerce,” says Juha Valvanne, Founder of

Nosto, a tech platform that delivers personalized e-commerce


Customers spend 48% more when their shopping experience

is personalized. Plus, 57% of online shoppers are comfortable

with sharing their personal information with a brand if it

benefits their shopping experience.

When personalized is done right, a customer will feel like

youʼre reading their mind. This emotional response generates

a sense of loyalty. To achieve the highest ROI, retailers need to

embrace and make personalized commerce a reality for their

consumersʼ shopping experience.

Social Commerce Through Celebrity Endorsements

Social commerce is selling products directly through social

media. It differs from social media marketing because youʼre

not redirecting users to an online shop, but giving them the

ability to checkout directly within the network theyʼre using at

that moment. Social commerce paired with influencer

marketing is a recipe for increased sales. Many businesses are

already focusing on influencer marketing through sponsored

content partnerships with micro and macro-influencers. As

much online gripe there is about influencer marketing, the

trend isnʼt slowing down as it is still a very effective tactic.

In 2020 and beyond, the trend will continue to grow and

evolve as 65% of influencer marketing budgets will increase

this year alone. And 7% of companies are planning to invest

over a million dollars per year towards this strategy. Influencer

marketing and celebrity endorsements have been around

since the dawn of social media, but the key is to garner

celebrities and people with massive followings to endorse

products at a more affordable level, combined with social

commerce to drive sales directly from social.

To stay ahead of the game, brands often partner with wellknown

celebrities for sponsored social media posts. We can

expect this trend to continue and evolve through 2020 and


Interactive Product Visuals

We all have been there you like a product, but youʼre not sure

if what youʼre seeing on the site is what you will get when you

make a purchase. Long story short, you hesitate from hitting

the purchase button and the shop loses a consumer.

In 2020 online reviews are not enough to convince a customer

to buy a product. Modern consumers need to trust the

company, product and experience before purchasing. Thatʼs

why high-resolution images matter in e-commerce sales. But

static images are no longer enough, either. Consumers

demand more, such as 360-degree viewing images that let

potential buyers view all angles of the product.

Getting ahead of trends and harnessing the latest

technologies can help e-commerce brands drive sales, attract

new customers, and increase market share.