As we get ready to bid adieu to the crazy year that has been 2020, it’s time to look ahead and start planning digital marketing strategies for 2021.
E-commerce is expected to grow and proliferate throughout the coming year, capitalizing on trends that started in 2020. In fact, experts predict that e-commerce revenues could reach $6.5 trillion by 2022, almost doubling from the $3.5 trillion reached in 2019.
Though the upward rise is constant, e-commerce is notoriously a quickly changing industry with new trends continuously developing. In order to stay competitive, it’s important for your business to be cognizant of the latest developments so you can adapt as appropriate.
Here are 10 of the top e-commerce trends you might want to incorporate into your business strategy for 2021:
1. Direct-to-Consumer (DTC) Marketing
Whether your business is a digital native or includes e-commerce as a vertical in a larger business structure, trends show a rise in a direct-to-consumer operations model.
In fact, “direct” now goes beyond mere logistics to refer to an approach to marketing and customer retention built on core values that elevate people and products over places and prices.
More than ever, it will be important in 2021 to establish and differentiate your brand identity, leading with value and owning the relationship you build with your customers.
2. Voice Search
Consumers are increasingly using voice assistant devices – such as Alexa or Siri – to help them make purchases online.
In fact, statistics show that voice commerce sales are expected to hit $40 billion by 2022, and by 2025 there will be smart speakers in 75% of U.S. households.
In order to capitalize on this trend, you will want to make sure your online product and service listings will be optimized for voice search. This includes optimizing your website to answer common questions and using conversational keywords in addition to improving SEO.
3. A Seamless Experience Across Channels
According to a recent survey by Harvard Business Review, 73% of customers use multiple channels during a shopping journey, switching between desktop, mobile, and voice search.
Also, these omnichannel shoppers typically have larger shopping carts and are more likely to be repeat buyers. So, it is in your best interest to guarantee these customers a seamless and quality experience across all devices and channels as they interact with your brand.
4. Re-Commerce
Re-Commerce, or second-hand shopping, is also expected to grow over the next few years. In fact, studies suggest the second-hand market could double by 2025.
As consumers become more conscious of sustainability initiatives, there will be a demand for second-hand sales, even of luxury goods. This demand creates an opportunity for brands to develop their own re-commerce market and incorporate second-hand goods into their offerings.
5. Advanced Personalization 
Personalization and customization have been trending in e-commerce for the past few years and especially since COVID.
However, as 3D printing is now transforming manufacturing and fulfillment, customization is now becoming the norm, not only in marketing but in product offerings. For example, Nike now offers the possibility to customize every aspect of a customer’s Nike Airs, including the words on the back of each pair of shoes.
How can your business incorporate advanced personalization into your offers?
6. Dynamic Pricing
Dynamic pricing makes it possible to change your product pricing in real-time to stay competitive and reach more customers.
The online marketplace is constantly in flux – but the latest technology can provide insight into market demand and your competitors’ offers so that you can find that sweet spot where your offer sells while still generating a profit.
7. AR “Test Drives”
Customers often like to try out a product before they commit to buying. In 2021, as AR technology continues to become more sophisticated, customers won’t need an in-person test drive – they will be able to get a sense of your product from the comfort of their own home.
In addition, smart AI will be able to use a customers’ browsing and past purchase history to show relevant products and help them make more informed purchasing decisions, decreasing their need for returns.
Online businesses are expected to invest a total of $7.3 billion in AI by 2022, with over 100,000 stores soon offering AR-rich buying experiences. Will your business be one of them?
8. Rental E-Commerce
One of the growing problems many e-commerce businesses currently face is a large number of returns. For example, too many “customers” exploit the return window to obtain something just for a one-time social media photo op.
A solution might be the rise of rental e-commerce.
Many e-commerce businesses are now expanding into the peer-to-peer (P2P) rental market, offering everything from clothing to cars to textbooks to electronic devices to furniture for short-term rental. Could this strategy help your business reduce the rate of returns?
9. Smart Logistics 
In 2021, emerging technology is also making an impact on e-commerce logistics.
As more and more businesses throughout 2020 started offering digital buying and delivery options, there has been a rise in the development of smart sensors, blockchain tracking, and even autonomous deliveries in order to improve efficiency and costs.
How will your business stay competitive in fulfilling online orders?
10. Shoppable TV
Have you ever been binge-watching your favorite show on Netflix and thought, “Hey where can I get that outfit?” Soon smart shoppable TV will make it easy to go from desire to purchase.
In fact, last year NBC tried out shoppable TV ads that made it possible for viewers to buy what they were looking at on-screen through a mobile app. Shoppable TV promises to take product placement to a whole new level, creating seamless experiences that will benefit businesses and customers.
Are you ready to accelerate your e–commerce business in 2021? To learn how you can capitalize on all these trends and more, reach out to our digital marketing experts at JXT Group by calling 718-690-730 or filling out our online form.
