Insights & expert tips for e-commerce in 2024

Retail applications bridge the gap between the retail world and users by providing personalized experiences, seamless transactions, and integrated loyalty programs. Additionally, they provide valuable consumer insights through data analytics, enabling retailers to make informed, data-driven decisions. We’ve pulled together some important insights for the near future and equipped them with expert advice.

Insights for e-commerce trends in 2024

As we look towards near future at 2024–25, several transformative trends are set to redefine the e-commerce landscape. These trends focus on enhancing user experience via retail applications, driving personalized interactions, and integrating innovative technologies. Key among these are zero-click search, personalized advertising, and gamification, each offering unique advantages to retailers and consumers alike.

Zero-click search

Zero-click search will revolutionize how consumers interact with brands online. This AI search engine provides instant answers or solutions, enhancing the user experience by reducing the steps needed to find relevant information. Nearly half of consumers who have used generative AI tools expect brands to incorporate this technology to improve customer experience. Retailers that experiment with these AI-driven capabilities will gain a significant competitive advantage by offering seamless, personalized shopping experiences.

The shift towards zero-click search, particularly influenced by Google’s Search Generative Experience, will change how consumers find products online. This technology eliminates the need for multiple clicks, providing instant, relevant results directly from the search bar. Brands must adapt their digital strategies to ensure their products and content remain visible and engaging in this new search environment.

Personalized advertising

Personalized advertising through retail media networks will enhance customer engagement. With Retail media networks (RMNs) reaching $30 billion in revenue faster than traditional search and social media advertising, the focus is now on hyper-personalization. Consumers are increasingly receptive to targeted ads that cater to their specific needs and preferences. Data indicates that the annoyance factor associated with targeted advertising has significantly decreased, making personalized ads more effective and welcomed by shoppers.

By leveraging detailed consumer data, RMNs can offer highly segmented promotions within loyalty programs, enhancing customer engagement and driving repeat business. This shift towards more personalized advertising is not just a trend but a necessity for retailers aiming to maximize their advertising ROI and build stronger connections with their customers.

Gamification

Gamification is emerging as a significant trend in the e-commerce sector, leveraging game design elements to enhance user engagement and drive customer loyalty. By integrating features such as points, badges, leaderboards, and challenges into the shopping experience, e-commerce platforms can create a more interactive and enjoyable environment for users. Gamification encourages users to interact more frequently with an e-commerce platform. For instance, awarding points for every purchase or for completing specific actions, such as writing a review or referring a friend, can motivate customers to engage more deeply with the brand. Leaderboards and badges add a competitive element, encouraging users to compete for rewards and recognition.

Several leading e-commerce platforms are successfully employing gamification strategies. For example, some apps feature daily login bonuses, encouraging users to check in regularly. Others use spin-to-win wheels or digital scratch cards to provide instant rewards. These tactics not only increase user retention but also create a buzz around the platform, attracting new customers.

Markswebb’s tips for e-commerce

Retailers that embrace these trends and integrate them into their digital strategies will be well-positioned to succeed in the evolving e-commerce environment. But how exactly can this be achieved? What areas should be developed and what should be prioritized?

Based on our detailed audits and recommendations for improving retail applications, three key expert tips can be extracted that highlight broader e-commerce trends.

Move from CJM-as-is to CJM-to-be

A significant takeaway is the importance of detailed Customer Journey Mapping (CJM) in identifying and resolving user pain points. By meticulously mapping out both the current state (CJM-as-is) and the desired state (CJM-to-be) for various user scenarios, businesses can pinpoint barriers and streamline the user journey. This approach not only improves customer satisfaction but also boosts conversion rates and customer retention. Implementing CJMs allows e-commerce platforms to offer a more intuitive and frictionless shopping experience, which is critical in maintaining a competitive edge.

Integrate complex loyalty systems

We can confidently underscore the growing complexity and importance of loyalty programs in e-commerce. Retailers are continuously developing unique loyalty products that often extend beyond a single service. These programs are crucial for customer retention and engagement, as they offer personalized rewards and incentives. The challenge lies in comparing and integrating these diverse loyalty systems across different platforms. Successful integration of these systems can significantly enhance customer loyalty and drive repeat business. As the market evolves, the ability to effectively manage and leverage complex loyalty programs will become a key differentiator for e-commerce businesses.

Adopt best practices as quick as possible

Identifying and implementing best practices quickly and cost-effectively can provide a significant competitive advantage. For example, the usual audit revealed dozens best practices, including features like automatic address detection, dietary product filters, and visible expiration dates on product cards. These practices not only enhance the user experience but also reduce operational inefficiencies and support inquiries. The ability to rapidly implement such improvements, guided by a well-defined strategy and roadmap, allows e-commerce platforms to stay ahead of competitors and meet the evolving needs of their customers. Businesses that prioritize agile implementation of proven practices will be better positioned to succeed in the dynamic e-commerce landscape.

Final thoughts

It should be noted that the last piece of tips is the most important. It is not about what you should do, but how you should do it at the pace of accelerating progress caused by the emergence of AI and the explosive growth of technologies based on it. In such circumstances, a great quote from Carroll comes to mind:

“Well, in our country,” said Alice, still panting a little, “you’d generally get to somewhere else — if you run very fast for a long time, as we’ve been doing.”

“A slow sort of country!” said the Queen. “Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!

Carroll, Lewis: Through the Looking-Glass and What Alice Found There

Sounds complicated, doesn’t it?

And we are here to help!

At Markswebb, we excel in analyzing and optimizing retail mobile applications, utilizing our extensive experience, proven methodologies, and in-depth understanding of global retail trends. With over 10 years of experience, we can work quickly and precisely. Our expertise positions us to effectively enhance your digital strategy, elevate user experiences, and maintain your competitiveness in the rapidly evolving e-commerce environment. Reach out to us to discover how our insights and solutions can help you achieve your objectives and drive success in your e-commerce initiatives.