Top e-commerce trends for 2015Back to all Insights
As we close in on the first third of 2015, it is time to take a look at the trends which are emerging and driving businesses around the world to review their strategies and operations.
These are the four key areas your company should be focusing on this year:
With consumers increasingly dividing their media time between different devices, cross-marketing is becoming a must for businesses of all sizes. More than ever, companies need to understand how consumers are using and interacting with their devices: How many users start shopping on mobile then move on to a desktop computer to complete their purchase? What type of consumers are more likely to purchase on mobile devices? Is it technically possible to identify the same individuals over multiple channels? These questions have become commonplace across marketing teams within the corporate industry and demonstrate some of the challenges inherent to multi-screen marketing campaigns.
Device specific campaigns are indeed becoming a thing of the past and marketers now need to find the right balance between delivering the same experience across all devices and adapting their overall campaign structure to best reach customers across multiple devices.
According to a survey by Nielsen and the Association of National Advertisers, budgets allocated to multi-screen campaigns are expected to increase 50% by 2016.
Modern marketers, take note. While the current growth in content marketing will undoubtedly continue through 2015, it is now moving in a radical new direction. 2015 is indeed set to be the year that interactive content goes mainstream, and if your company is not ready to follow this trend, it could cost you a considerable amount in missed opportunities.
According to the 2014 Lead generation report by Demand Metric, interactive content now generates 2x more conversions than passive content and the gap is expected to further increase by the end of the year.
In this age of information overload, users are becoming desensitized to static, run-of-the-mill content and engaging, innovative web pages are one of the easiest ways to influence buyers in their purchase journey. Major brands such as Nike, Converse and Ikea have already integrated interactive customization tools and features into their websites with proven results and smaller companies are increasingly attempting to follow the trend.
Mobile shopping acceleration
According to mobile analytics firm Flurry, mobile shopping app usage increased by 77% in 2014, thus faster than any other category. User reluctance to mobile shopping is in sharp decline and the launch of new mobile payment services such as one click checkout and the eagerly-awaited Apple Pay should further accelerate the phenomenon.
However, 2015 should see less focus on innovation and more on areas such as security and stability, with websites going back to minimalist designs and basic features.
If you haven’t yet given mobile strategy any thought, in 2015 it could be now or never. As mobile technologies continue to evolve at high speed, it will become increasingly hard for new players to successfully make the shift from desktop to mobile.
Same day delivery
As customers are setting higher expectations than ever in regard to services offered by companies, speedy delivery is becoming a point of differentiation for online businesses. It is no longer unusual for companies to offer same-day delivery, and making customers wait any longer to receive their online purchase could soon be seen as a competitive disadvantage.
But same day delivery is not the only service to look out for in 2015, other delivery options on the rise include customized home delivery, click and commute and independent locker banks.
So, are you going to rethink your delivery strategies in 2015? We’d love to hear what your top priorities are this year!