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Top Digital Trends for Ecommerce Stores in 2022

This article was written by Allie Cooper.

According to a report from Harvard Business Review, retailers have made approximately $10 billion in e-commerce investments, acquisitions, and partnerships from May to July 2020.

Undoubtedly, this shift was spurred on by the 80% of US consumers changing the way they shop over the pandemic. Harvard Business Review further reveals that 60% of consumers are currently visiting brick-and-mortar stores less than before the pandemic, and 43% shop online more often for products they would have previously purchased in stores.

Even as COVID shopping trends slowly dissipate, ecommerce strategies are the lifeline that enabled many retailers to survive a global pandemic and beyond. We’ve seen firsthand how much eCommerce adoption has skyrocketed in comparison to 2019. However, this also means the businesses will continue to compete for customers online.

In this article, we’ll discuss key digital trends that brands should consider.

Using Jamstack pages for eCommerce

The new standard for developers is JAMstack architecture for the web. JAM stands for JavaScript, API, and Markup. Using Git workflows and modern build tools, pre-rendered content and assets are served over content delivery networks, which are then made dynamic through APIs and serverless functions.

It’s a simpler way to build web applications that are safer, given that no servers means no vulnerabilities to exploit. And with a stack of static files that can be served anywhere, hosting and scaling would be much cheaper.

Moving to a JAMstack-based site has led some eCommerce businesses to a 20% increase in conversion rates among consumers, and more businesses are expected to follow to gain competitive advantage.

One benefit of JAMstack is the unmatched speed. Some metrics suggest that users wait an average of 9.3 seconds to interact with an eCommerce page; with JAMstack, the lag is cut down significantly and users need only wait 50 milliseconds to access a page without delay. Expect quicker page speeds, SEO efficiency, and a far richer user experience with JAMstack.

Using performant headless commerce solutions

Traditional platforms are built on top of a monolithic architecture with a tightly coupled back-end and front-end — but that brings down performance. The back-end often slows down when traffic increases, while front-end time stays constant, as each user has their own browser that parses and renders content independently of the others.

Separating the front-end from the back-end can prevent delays, and this is the principle guiding headless solutions. Headless eCommerce solutions separate the customer-facing front-end and the business functionality back-end.

By decoupling architecture and using APIs, your content management pages aren’t bogged down by the commerce engine itself. The faster connections allow businesses to prevent lengthy loading times that discourage customers.

For years, however, the headless approach has been cost-prohibitive for many businesses. It requires a large number of resources to maintain separate infrastructure and services.

Open source solutions like Medusa ease developers and merchants into building headless. Through a clever plugin architecture, Medusa removes the complications and lowers the bar so you can enter the headless commerce space. We offer a variety of front-end starters that different businesses can choose from, according to their specific needs.

Investing in multi-channel purchasing experiences

Shoppers buy products from large physical retailers, ecommerce marketplaces, web stores, and category-specific online retailers, so it’s imperative for brands to tap into every channel available.

A multi-channel purchasing experience would offer customers a choice on which platforms they prefer to shop from. Moreover, having a single source of truth for data is highly advantageous for stores as well. As they can manage their sales across multiple channels, they could further expand their store’s availability for online, offline, web, mobile, and other avenues — potentially increasing revenue.

With the aforementioned headless solutions, you can integrate data from all channels and manage these on a singular platform. Not only would you get a complete view of customer profiles, but you can also build customizable, personalized experiences across every channel.

By tapping into tools like enterprise resource planning and customer relationship management software, it’s possible to create a granular, 360° view of each customer.

Personalizing the consumer experience

Internal data from your platform is essential to modern ecommerce strategy. As insights from digital marketing company Ayima highlights, analytics can drive traffic and digital excellence for your brand. The idea is to use the set-up you have to collect data then apply data analysis on internal search or customer purchasing behavior.

You can also leverage analytics to understand existing customers and analyze them based on geography, demographics, marketing channels, and more. Once you have your customer data ready, there are thousands of tools to make the most out of it.

Personalization tools look at real-time customer preferences to serve up recommendations, or even track customer behavior so you can offer the right messages and incentives at the right time.

Testing new shopping functionalities

One way to create a seamless shopping experience is through convincing augmented reality and virtual reality technologies. AR and VR functionalities can improve ecommerce service delivery, as overlays and filters, coupled with voice search can make the user experience more realistic — cutting shopper indecision.

Another trend to watch out for is social commerce, where customers can discover and directly complete the purchase process on a social media app. By serving a link to the website or even a link to the product’s check-out page itself, customers won’t even need to leave the app they’re on to make a purchase.

The Medusa.Express concept lets brands avoid the hassle of developing a fully-fledged website experience. Medusa.Express automatically creates pages for the products in your catalog and bundles the checkout flow alongside each product, making the purchase experience as frictionless as possible.


It’s important to keep up with digital trends as time passes. These trends lead to a good customer experience, which increases your business’ profit and sales.

Among the few trends mentioned in this article, headless commerce is one of the rising trends in the game now. Headless commerce gives you more flexibility regarding what services you integrate into your store and makes it much easier to integrate them.

Medusa is one of the headless commerce platforms that’s been gaining popularity on GitHub and Product Hunt. Medusa is an open source ecommerce solution that focuses on providing a great developer experience and allowing merchants to completely own their stores



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