As 2020 comes to an end, it’s useful to look back and reflect in order to prepare relevant business strategies for the coming year. While the unprecedented COVID-19 pandemic sometimes shifted and sometimes accelerated online trends, there are many lessons to be drawn for e-commerce.
Despite global economic uncertainty, e-commerce sales have risen continuously, and in the U.S. alone, e-commerce sales are on track to surpass $740 billion by 2023.
Here are 5 of the top trends we’ve seen emerge in 2020 that could help your business gain a competitive edge:
1. Competitive Shipping & Delivery
Amazon pioneered competitive shipping first with free 2-day Prime shipping, then next-day, and today even some same-day (Prime Now!) shipping for certain items. If your e-commerce business has been struggling to compete, Amazon could now be your partner, as their logistics division disrupts the postal service, FedEx, and UPS.
Overall, there has been a rise in distribution centers to fulfill digital orders, with merchandise now available to store in robot-staffed, strategically distanced warehouses. In fact, since 2015 the demand for new warehouses has outpaced supply due to the growing demand for e-commerce.
2. The Transformation of “Malls” Into Work/Live/Play Centers
No longer the quintessential suburban hang-out spot, “malls” across American are being transformed into multi-functional city centers that put experiences at the core of their mission.
These new digitally-sophisticated centers contain offices, gyms, child care, art installations, and entertainment events that promote convenience, proximity, and in-person encounters. High-end stores don’t carry inventory but offer experiential brand interactions with the ability to purchase online.
Some of the trendsetters include Google, who is planning to transfer thousands of its employees into LA’s Westside Pavilion. Another example is LA’s Palisades Village, which features brick and mortar stores around a “town square” with outdoor yoga, live concerts, and free blanket service for family picnics.
3. Interactive Email Marketing 
Customer email inboxes are now becoming not only media-rich but dynamic and even browsable.
Businesses now have the capability to send emails that make it possible to open menus, browse listings, choose colors and sizes, and leave reviews. Home Depot and The Gap are two forerunners in bringing what were previously website-only activities right into customer inboxes.
Interactive compatibility reached a tipping point when Google made possible JavaScript and AMP support in Gmail. Microsoft also announced AMP support for Outlook.
4. Consumers Share Personal Information for Better Experiences
As tech developments make it possible for businesses to capture more consumer information, savvy customers are seeking more value in exchange for the information they share.
Research from Accenture determined that 91% of consumers will shop with brands that remember them and provide relevant offers, while 83% are willing to share personal data in order to enable personalized experiences so long as businesses will be transparent about how their data is used.
For example, Costco members give access to purchasing patterns in exchange for the convenience and cost-savings of membership. Or Sephora collects customers skin “Colour IQ” and uses this information to personalize future offers with skin tone matches.
5. “Brands Don’t Need Amazon” 
So says Jefferies analyst Randy Konik in response to the rise of new specialized e-commerce platforms and markets for apparel brands, a trend poised to continue for other industries as well.
Nike led the way by deciding to end its association with Amazon. Even the U.S. Department of Defense awarded a major contract to Microsoft when Amazon was otherwise considered the front-runner. This is in conjunction with the rise of Shopify throughout 2020 and the proliferation of specialized online stores that cater to the desires and needs of niche audiences.
As Konink observes, “Amazon is just a traffic aggregator that reduces friction in consumption … it doesn’t build communities.”
Is your business ready to capitalize on the latest e–commerce trends to ensure 2021 will be better than 2020? If so, our team of e-commerce experts here at JXT can help you develop a customized digital marketing strategy and implementation plan. You can find out more by calling 718-690-7302 or reaching out online via our contact form.
