We are seeing businesses continuously make the move online, and 2022 and beyond shows no signs of that trend slowing down. The methods available for businesses and consumers to establish a relationship, whether in store or online, has increased. The majority of E-commerce businesses were forced to conduct their business online, and with things somewhat going back to normal, a fair share of businesses are keeping their focus online. 

Which trends can we expect to see grow in the online world? 

2022 is set to be a year where we see e-commerce activity reach new heights. With shopping experiences offering new and unique experiences through channels including heavy focus on social media.

A range of payment methods 

Amazon announced they will no longer be accepting payments from VISA cards in early 2022; this is likely to see consumers explore alternative payment methods to complete transactions. 

Although the traditional online payment methods of credit or debit cards is convenient, diversity of payments is very important towards customer satisfaction. As we’ve seen contactless payments become the norm, online businesses are meeting customer demands by allowing payments via GooglePay and ApplePay. Shopping activity via smartphone is increasing by the day and according to a report by Emarketer, will 50% of purchases will be made via smartphone by 2025?

There has been a growing trend to purchase items in instalments. If customers are not able to make a one-off payment, businesses such as Klarna offer 3 payment instalments. This payment method may benefit from attracting customers who couldn’t afford the product in casual circumstances. 

Social Commerce 

Social commerce is a trend we expect to see head upwards not only in 2022, but beyond. Direct-to-consumer companies often use social commerce to keep the shopping experience. Whilst consumers want to find a product, make a decision on buying and check out, there disadvantages as well as advantages, pros outweighing the cons. If everyone is on social media, why make them buy somewhere else? 

Social commerce continues to benefit the user: reading reviews from other customers and getting in touch with a seller before buying. Through social commerce, businesses have the ability to tap into the daily life of their customers and gain valuable feedback. Businesses utilise popular channels such as Instagram and Facebook Shop to advertise products, offering customers the option to “buy” or “view product on website. 

Along with Facebook shop and Instagram, Consumers are likely to have success shopping across platforms including: TikTok, Snapchat and Pinterest.  Influencers are playing their part in live streaming; showing the product, its design and functionality and customers have the opportunity to ask questions. This trend looks set to grow in 2022. 

Google Local Inventory Ads (LIA)

Data, location data to be more specific, is a key marketing component that businesses have had success using. Google LIA is a tech tool that uses a potential customers location and highlights products that are available nearby. For example, a user may search for “Nike trainers” and a list will appear of stores nearby with the item in stock. 

This tech is perfect for customers who fear wasting their time heading into a store if the product isn’t in stock. 

As well as the efficiency of delivery orders, customers also have the option to ‘click & collect’ from the store of their choice. Google’s LIA has included a new option called ‘pick-up later’. It provides an online to offline experience for customers and allows businesses to use the store as a valuable omnichannel asset.

The use of cookies 

“We use cookies on our website…” We’re sure you’ve seen this message more regularly when shopping on Ecommerce websites – could it become an Ecommerce trend going forward? They indeed could! 

Well cookies themselves are not necessarily a trend, but continue to be a vital part of user processing. When it comes to building trust with customers, more brands will be thinking about the options they offer to users regarding the data they can process. Making users feel comfortable on a website is the first step to seeing them return. In 2022, we are likely to see more online brands take this into consideration even more, potentially building long term building with customers. 

Live Shopping and Visual Commerce 

Although shopping using the traditional way of desktop, the growing influence or mobile and convenience of social media; the visual aspect of Ecommerce is also growing rapidly, heading into 2022. 

When discussing Live Shopping and Visual Commerce, this is a business or seller offering users with a realistic visual experience, in order to provide a clear picture as to whether it meets the users’ needs or not.  We are seeing this as a current trend with 3D visualisations of products such as trainers, or a video of a model showcasing an outfit. 

Live shopping 

Live experiences have become a valuable solution for businesses and influencers on social media. Live shopping is in the same category as Social Commerce, because more often than not, it takes place on social media. This trend has grown in recent time, with influencers and ambassadors at the forefront of it. It is based on the engagement between customers and the seller. A live stream is setup whereby the seller will advertise and promote the product; displaying how it looks and the way it functions. Customers can then ask questions in the comments. 

Businesses utilise a well-known public figure as an ambassador to promote their promote their product – with a link to the website – where customers can explore additional products. 

Visual Commerce 

The retail industry utilises visual commerce the most. In a world where customers would ideally like to try on products before buying, the immersive 3D experiences online retailers offer enable customers to have a better chance in the decision-making process. It is expected that we’ll see more brands offer interactive experiences, such as the increase in virtual reality experiences – trying out clothes, glasses, makeup etc. Not only websites offer this experience but also on social media apps such as TikTok (that brands are linked to).