If you’re hoping to increase online sales, drive more traffic, and convert that traffic into customers, it’s vital to understand the latest marketing trends. Before pandemic lockdowns, shopping behavior was equally split between in-store and online. However, consumers have adapted to a new way of shopping post-pandemic, with 70% purchasing more than usual and over 90% of customers saying that their behaviors are different. Now, consumers are looking to brands for solutions. Coronavirus has forced years of digital commerce growth into mere months. Compared to pre-COVID-19 plans, offline channels such as physical retail stores and in-person sales have been reduced, and most plan to increase their investment in online channels. E-commerce is the future of consumer shopping, and brands will be hard-pressed to succeed without it.
Here are a few E-commerce predictions to watch out for in 2022 and beyond:
Social Shopping will go Mainstream
Brands have already started to see value from placing ads in stories on apps like TikTok and Instagram, so this is just the next step in the evolution of social media selling. For example, Shopify has recently partnered with TikTok while consumers have been able to shop on Instagram Live since 2020. At this time, 30% of online shoppers say they would be likely to purchase from a social media network like TikTok, Facebook, Instagram, or Snapchat. In 2022, we’ll see what brands can do to optimize sales on these platforms.
Omnichannel Selling will be the Norm
Most businesses are already aware that customers want to view content differently. Tablets, mobile phones, and desktops are just the beginning, and brands are discovering new ways to sell their products through social media. Today’s customers are seeking a cohesive buying experience across multiple channels.
Social Marketplaces will be Shoppers’ Go-To
Social marketplaces bring a massive audience to one platform. As these billions of users scroll through their feeds, products are being featured. Targeting tools allow brands to show products to niche audiences and match buyer intent. Like Google, social marketplaces utilize sophisticated targeting to deliver the products with the best chance of selling. This means less upfront advertising and more eyes. Nearly $27B was spent on social marketplaces in 2020 alone, and it’s predicted to become an $80B dollar business over the next decade.
Influencers will Become Brand Partners
Influencer marketing is not a new advertising channel, but it’s enjoying newfound reach thanks to platforms like TikTok. Even after increasing more than 40% in 2021, the influencer market will continue to hit $15 billion in 2022. Brands are looking for meaningful and profitable relationships with creators and customers. No longer viewed as a Gen Z dance app, TikTok, in particular, is cultivating deep engagement and relatability with its influencer partnerships. Additionally, sponsored content doesn’t feel like “ads,” hence the popular and lucrative hashtag #TikTokMadeMeBuyIt. Partnering with creators through affiliate programs builds long-term relationships, making creators feel valued and fairly compensated. This encourages the creator to drive more organic content without waiting for the next campaign, providing the brand with more exposure and authenticity in a partnership that is mutually beneficial.
Personalized Messaging will Increase Brand Loyalty
For many people, online shopping has become easy and convenient – today, nearly 85% of people are shopping online. Gone are the days of window shopping and browsing the aisles, but many consumers still crave one-on-one connections while shopping. This presents marketers with a unique opportunity to interact with customers via personalized messaging via text messages or direct messages via social media. Customer adoption of text message marketing is accelerating alongside e-commerce, with over 90% of consumers willing to sign up for branded text messages. Customers want to stay closely connected to the brands they love, and brands should focus on delivering content that inspires, helps, and drives revenue.
Knowing the trends doesn’t do much good if you don’t know how to take advantage of them. Contact us for actionable steps on how to grow your business.