E-commerce trends: what you should focus your efforts on next year

If only we had a crystal ball to tell us what we needed to do in order to see more profits coming in from our online shop.

Could you imagine?

“Go all in with this strategy, your ROI will break every record out there with it”.

Although we can’t predict the future, here at Doofinder we want to give you a hand so that 2018 will be the best year yet for your e-commerce.

That’s why we have replaced the crystal ball with an oracle consultation. That is to say, we have asked 6 e-commerce experts about what strategies you should bet on for this year coming up.

Do you want to know them?

Let’s get to it.

Which e-commerce trends will we see in full force next year?

We have asked them these two questions:

  1. There are many different strategies being considered for next year:
  • The definite explosion of m-commerce.
  • Bid data.
  • Voice sales.
  • An even more personalized user experience.

Whether it’s one that we mentioned above or not, which strategy do you think will be leading the e-commerce world in 2018 and why?

  1. Can you share a useful or practical tip when dealing with this strategy?

Let’s see what they answered. ;)

1. Emilio Márquez Espino

tendencias ecommerce 2017Emilio Márquez is an Internet entrepreneur from the late 90s, investor, Professor at Google Activate, and connector of professionals through La Latina Valley, a business club recently founded that organizes meetings for professionals from different sectors in Madrid, Barcelona, and other cities.

A. What do you think will be the leading strategy in the e-commerce world in 2018 and why?

Without a doubt, one of the most advisable strategies for 2018 will be the personalization of the user experience in every cannel, including electronic commerce.

This means offering clean navigation to all users in which they are offered products and services depending on their personal criteria. It is essential when offering a quality service to users.

It is indispensable when offering an experience that meets the standards of what technology can offer nowadays. We should focus on personalizing the user experience without being intrusive to their privacy.

B. Any useful tips for dealing with this strategy?

The essential tip for this is to always and consistently follow our target audience. It is not only about knowing our target and attacking it with our products, but we also have to carry out a follow-up to find out how consumers may evolve over time to get to know them deeply and to evolve with them when necessary.

Consumers are not isolated cells that don’t evolve: nowadays, with all the strong competitors that we have, they are constantly changing. We also must assume that we too will need to evolve.

2. Jordi Ordónez

tendencias de ecommerceI’m Jordi Ordóñez, e-commerce consultant with 16 years of experience in online projects. I teach about e-commerce in Esic, Icemd, Inesdi, SeeWay, Esden, and I also train companies and individuals.

A. What do you think will be the leading strategy in the e-commerce world in 2018 and why?

Well, if I am not mistaken, m-commerce has already reached its maximum level. Obviously, more orders can be done from a mobile phone once users and websites are 100% adapted, but mobile e-commerce has already completely boomed.

Those who don’t have a mobile-friendly website are really late to the party.

Although I do think that big data, personalization, and voice sales will gain importance, I don’t see many companies getting ready to implement the necessary changes to make use of these strategies.

There are a lot of small and medium-sized clients to whom big data is not useful at all. There are many small, medium, and even big companies that are not technically or even philosophically ready to personalize the user experience.

If those two are not accessible to many clients, voice sales are even less accessible. On the other hand, they will play quite a role for the biggest companies.

B. Any useful tips for dealing with these strategies?

We need to think about what we want to use them for and the path we want them to follow.

We don’t have to personalize the user experience “just because it’s all the rave and we have to”. If we haven’t accomplished the previous steps such as having good qualitative analysis or a CRM that allows us to make decisions… what’s the point and how would we even think about personalization?

The same can be said for the rest of the strategies.

3. José Carlos Cortizo Pérez

ecommerce tendenciasJosé Carlos Cortizo is the Co-founder and Marketing Director of BrainSINS, as well as the creator and presenter of the En.Digital podcast. He is also an event organizer at Ecomm&Beers, Off/On Commerce Day, and Gamification World Congress.

A. What do you think will be the leading strategy in the e-commerce world in 2018 and why?

An obsession for the unified vision of the client.

Why?

2017 has obviously been the mobile e-commerce year, yet there are many online businesses that still need to develop their platforms more to be up to par. Statistics show higher traffic from mobile devices than from desktops and sales are also starting to be higher from mobiles.

In 2017 we have also seen how almost every retailer already has different sales channels—even the most well known pure players are opening physical shops. It is obvious that everything related to the ‘Omni-channel’ is becoming more and more popular.

However, we are not quite ready for what is currently unfolding and this doesn’t all need to happen in the following years from the user experience perspective.

In order to be able to deal with the next big phase of commerce development and everything that it may entail, retailers need to have a unified vision of the clients through all of their channels and throughout the deepest levels of the business (analysis, sales experience, information management, etc.).

We don’t have any other option but to reach this unified vision of the client since all of the biggest challenges that companies face nowadays, which includes the big technologies (Big Data, personalization, Omni-Channel, etc.) as well, require this unified vision in order for our businesses to provide what our clients are already requiring.

B. Any useful tips for dealing with this strategy?

Up to now, most companies have dealt with this problem from a purely technological perspective. They thought that just by adding a CRM or DMP the problem would be solved magically without having to change any of the dynamics of the underlying business.

In order to deal with the unified vision of the client, a paradigm shift is required—we need to clearly know that it is a problem that we can solve relatively easy in terms of technology if the business allows that.

However, to make sure that the business allows it, we need to break the internal silos of the organization and we need to stop considering the e-commerce department to be part of the marketing or sales department. We need to make sure that all of the departments and people in charge are aligned and ready for the change that needs to be made.

Once the organization is ready to move forward with the change, we need to select the technology that is going to support it.

We can focus on a CRM, on a DMP, or we can focus on other types of solutions (such as some personalization solutions or marketing automation that already allow us to reach this level).

We need to choose a central technology on top of which the individual necessities will be supported. This way, instead of scattering the information as we are doing now, we centralize it and build around this element that then becomes the foundation of our business.

4. Javier Galán

tendencias para ecommerce 2018“Growth Advisor. Expert in Digital Business. Top in designing, conceptualizing and developing strategies and new business models supported by digital pillars. General Manager of the B2B Group, SA : group of e-commerce companies(www.20milproductos.com ; www.materialescolar.es ; www.mismaletas.com). Counsellor Finanbest. AVB, Roboadvisor”.

A. What do you think will be the leading strategy in the e-commerce world in 2018 and why?

In 2018, e-commerce should, as one of the basic pillars of its strategy, focus its work on improving conversions through mobile phones.

This is clear, from my point of view, since searches and access to online shops and websites via mobile phone are going to reach approximately 60-65% (it will vary according to sectors and shops).

On the other hand, the percentage of sales to be made through this channel will be much lower than desktop sales (about 8-10 times lower).

Logically, this double circumstance gives us an enormous opportunity to improve our onsite results.

B. Any useful tips for dealing with this strategy?

In many cases, this will require changing responsive websites to mobile and apps. “Enhanced” apps with a strong “customization” in the content and products shown to users.

This will, among many other factors, make it easier for mobile users, who have less time and a smaller screen, to quickly find what they are looking for.

Once found, you will have to “redefine” the purchasing process in mobile to try to reach a “one click”. Or, what is the same thing, to facilitate the purchase by showing the least amount of data possible.

Of course, this work and its proper development, require each time a greater management of the “big data”.

We will need to store in an orderly manner and extract the most relevant data from users, clients and visitors in order to know where to direct this “deep personalization”.

5. Marc Erra

ecommerce tendencias 2017Marc Erra was trained in business management and, after 12 years working as a project consultant and director of e-commerce and marketing, he took the helm as a project consultant and director of e-commerce and marketing of Oct8ne.

A. What do you think will be the leading strategy in the e-commerce world in 2018 and why?

It is clear that any of the 4 will set a trend in the future and will be in the day-to-day of e-commerce. In my case, I would like to highlight a mix of Big Data and customization.

This is what we have seen in Oct8ne with our customers for some time now, and where we also are investing a lot of resources.

The important thing for us is to see how we use that Big Data.

See how to use all that navigation data of each visitor to offer a personalized help, depending on the phase of the purchase process.

It is not worth offering help equally to everyone because not everyone is the same. If we want to be effective and, therefore, achieve good conversion and loyalty results, it is very important that we manage to segment our visitors well and adapt to them.

6. Antonio Cantero

tendencias e commerceI’m the person behind Woodemia.com, a blog that helps companies and freelance entrepreneurs create online selling platforms with WooCommerce so that they can get more clients and improve their sales.

A. What do you think will be the leading strategy in the e-commerce world in 2018 and why?

I think that m-commerce is going to experience a significant increase in the amount of transactions next year. However, the PC is still—by a huge margin—the preferred purchasing option for Spanish people.

I recently read a PWC report about buying habits in the Spanish market. In 2017, purchases made from smartphones have doubled and the evidence says that this trend is going to continue upward.

In my opinion, this rhythm of growth is going to easily surpass those levels in 2018.

The reason why is very easy—4 out of 10 people who surfed the Internet this year did it from a mobile phone.

On the other hand, Big Data is already stirring up other areas of our daily lives and there are already big e-commerce companies, such as Amazon, that are implementing it with great results. But, honestly, I think this technology is only available to a select few e-commerce giants at the moment.

Although the number of SaaS services for small e-commerce shops that use Big Data is growing; both to offer product recommendations, product search, or smart upselling services; these smaller e-commerces still find difficult to invest part of their budget on these types of tools.

If we put ourselves in the shoes of the e-commerce owners I usually work with (freelancers and SMEs with a limited budget), talking about Big Data or voice sales sounds like sci-fi. This is why they prefer to invest in ads or in a better design for their shop.

Therefore, I would strongly bet on m-commerce and on offering user-personalized and unique buying experiences.

This last point, in particular, is one of the few things that small e-commerces can use to compete against the big players in the field like Amazon or El Corte Inglés.

B. Any useful tips for dealing with this strategy?

My advice for e-commerce owners in the next year would be to invest part of their annual budget in improving the mobile version of their online shops.

I mean, it’s not just about having a responsive website that can be seen well on a smartphone—it’s about making the purchase experience as easy and intuitive as possible in addition to quick loading speeds.

Mobile signals for data can be bad sometimes, so if your website is slow on top of that, visitors will leave before you are able to show them your products.

And last, but not least, personalize the purchase experience through customer service. For example, online chat is something that can give you incredible conversion results when used correctly.

And what do we at Doofinder think the strongest e-commerce trend will be for 2018?

tendencias ecommerce 2018We have Iván Navas, CEO and Co-founder of Doofinder, answer that question for you.

A. What do you think will be the leading strategy in the e-commerce world in 2018 and why?

Personalization will be one of the trends for online retailers.

Personalization will focus on easing the buying process within the e-commerce. I think e-commerces are going to really focus on improving the UX, since big marketplaces did it very quickly and very well.

In order to be able to compete, without a doubt, e-commerce shops will need to differentiate themselves and offer extra value to their clients by adding a great buying experience.

B. Any useful tips for dealing with this strategy?

Listening, listening, and listening again.

Obviously, we are not going to customize our entire shop for each client, but if we start hearing the same feedback about a certain improvement that can be made in our e-commerce, we should try to implement it.

You can do it in either a reactive or proactive way. I would recommend being proactive about it. Design an simple survey about quality and share it with your clients. Then, analyze the conclusions in order to keep on improving.

Conclusions about what to do next year

Online business keeps growing and that presents us with new challenges to face.

As we have seen, m-commerce is already a thing and you are already a step behind if you haven’t adapted your shop yet. However, more important than the fact that your shop can be seen on a small screen is the overall user experience.

Understanding and optimizing user experience is the greatest challenge that we will have to face in 2018.

Are you ready?