We have made more than 100 million online purchases in the Netherlands for the first time in a year. And in 2018 a city like Utrecht has joined the webshop press (+ 400k). How can you, as an online seller, benefit from this significant growth? What will be the most important e-commerce trends for 2019? Exactly that question I asked experts Martine de Meijer ( Think Online ), Enrico Liscio ( Fizyr ), Ton Heerze ( Webton ), Remco van Meel ( Fingerspitz ), Patrick Heijmans ( Webshop community ), Wim La Haye ( Bluebird Day ), Wilco Verdoold ( Loyals ) & Wouter Stokkel ( E-business consultant ). ThuisWinkel Marktmonitor 2018 – Source: Thuiswinkel.org Apart from the delicious growth figures, this series is often an evolution rather than a revolution. So be sure to check out the e-commerce trends from 2018 , many of the developments from that article are still relevant. Consider, for example, the rise of ‘craft brands’ on the one hand and market places (Amazon / Bol / Alibaba) on the other. Or the introduction of holidays such as Singles Day. But what should you specifically pay attention to in 2019? Martine de Meijer picks out two important trends: “Mobile first indexing and voice search not only have an effect on SEO, but also on e-commerce. Webshops will have to respond smartly. In addition, I expect that companies will increasingly use smart solutions to bring their products to the attention of their target group. For example with the help of high-quality product videos, but also with virtual and augmented reality in webshops. ” The other experts will go deeper into this article. Here are the 15 most important e-commerce trends for the year 2019. # 1 Smartphoneshoppen: are we going to the side of China? https://www.youtube.com/watch?v=dOt4NkcmIUg China: example or specter? The fact is that the Asian superpower with no less than 500 million smartphoneshoppers is miles ahead in a trend that e-commerce experts have predicted for years: mobile buying. Do you have a fifteen minute time? Be sure to check out the above video about how Chinese consumers are currently buying online (impulse) and online retailers are responding to customer feedback at lightning speed. With, among other things, the arrival of Alibaba to Liège (unfortunately, Maastricht!), It could also go that way in Europe. But what about the Netherlands? Here too, the number of smart phone shoppers is growing fast (+ 50% per year), but as part of the total number of online shoppers it is still very bad (10%). # 2 Mobile first for orientation Where Dutch shoppers are already fully using the smartphone, looking around, expert Wim La Haye signals: “In our mobile first world, a user-friendly mobile webshop is crucial. M-commerce is constantly increasing; Mobile plays an essential role in the orientation phase. In the thrill of the hunt, consumers are looking for the best products, deals and reviews. ” # 3 Less Visual In the SEO trends for 2019 you already read that Google now sees the mobile experience as the guiding principle in determining the search results. According to Patrick Heijmans this has consequences for how webshops look like: “Because in 2019 the focus will be on mobile, we will increasingly see ‘stripped down’ websites. All this to give the customer the best experience on their mobile phone. ” # 4 Apps disappear Although we are going to shop for mobile more often, we will increasingly start downloading an app for that, says Wim La Haye : “Downloading a brand’s own app is becoming less popular.” # 5 Progressive Web Apps Instead, Wim La Haye sees another development: “The variant of progressive web apps – a mobile website with certain functionalities of an app – will increasingly dominate in 2019. Consumers do not have to download anything for this and immediately enjoy an up-to-date site that is available both online and offline. More and more brands will therefore use PWAs. This is where e-commerce platform Magento responds with PWA Studio. ” Reading tip: Everything you wanted to know about Magento PWA Studio # 6 Social Commerce A ‘buy now’ button provides more impulse purchases – Source: Instagram It has just been touched on in the TED talk about the future of online shopping: social selling. Popular in the Netherlands via platforms such as Instagram and Pinterest, and according to Patrick Heijmans this will take an even bigger flight in the future: “On many social media platforms there is already the possibility to sell your products. I expect that there will only be more growth here in the coming years. ” Also Wilco Verdoold see this trend: “People who are really looking for a certain product and more or less know what they want to go naturally to Google to search, so the importance of SEO and SEA is clear. But what if people know what they want? Or are you looking for the design of their new bathroom or want to get inspired for a nice outfit for the next party? Or if your potential customer is not looking for you at all. ” “Then social comes back to an ever increasing extent. Facebook increasingly knows who might be interested in your product, who is planning to make a big trip this year and perhaps also to which country. For some goals and target groups, Pinterest is more interesting, but the biggest growth in achieving latent searching is in Instagram. ” “With the power of the Facebook targeting and the new possibilities to actually tag products into your visuals in Instagram, make them affordable and arrange the payment (where possible entirely within the Instagram platform) it will be very hard in 2019 with the combination e-commerce and Instagram. ” Better texts for less money? Try CopyRobin for free # 7 Headless Commerce Wim La Haye : “In 2019, more and more e-commerce professionals will prefer headless commerce. What does this mean? A webshop consists of a frontend (the ‘front’ of a web shop) and backend (the ‘back’ of a web shop). With headless commerce these disciplines are separated with the help of an API, allowing developers to enjoy more flexibility in design and enjoy better web performance. ” # 8 Voice search & shopping https://www.youtube.com/watch?v=DU4m_mJP0Uo Ordering pizzas with a simple voice command – dangerous? Then the trend that comes back in every article (from SEO to content marketing ): conversational interfaces . Of course, it is also very interesting for web shops when they can ‘talk’ to customers. All experts see this as an important development in e-commerce, although the question is to what extent consumers will talk extensively with Amazon or Bol in 2019. Patrick Heijmans thinks about this: “This year the Google Home was introduced in the Netherlands. That means that in 2019 we can expect strong growth in the number of voice-controlled searches. A number of American chains such as Domino’s, Walmart and Lyft already offer voice-controlled services to their customers. ” Reading tip: Copywriting for conversational interfaces – a handy introduction # 9 Rise of the chatbots Insurance company ASR has a chatbot as homepage For the time being, it appears that text is even easier to decipher than speech, says Wim La Haye – you also can not or do not want to have a conversation with your devices in any environment: “In the past year, people mainly experimented with conversational commerce, but in 2019 more and more companies will really implement conversational systems. Voice commerce (such as smart speakers) have made themselves heard in 2018, but will not dominate in 2019. Chatbots is. ” “Customer service bots are already being used to receive first-line customer contact, and more and more bots will focus on conversions through integrations with CRM systems and e-commerce platforms in 2019. Bots can become smarter through a kind of Google Analytics for conversational interfaces. by machine learning and artificial intelligence, which can predict future buying behavior. ” Ton Heerze : “Many a webshop now has a live chat function. This allows customers to receive direct support from an employee. Chatbots can, however, take over more and more of these kind of supporting tasks. Rapid improvements in artificial intelligence ensure that they can answer frequently asked questions effortlessly. In addition, chatbots add a lot of interactivity through a targeted dialogue with consumers. For example, they sometimes just give the last push to a purchase. In 2019 we will hear a lot more from chat bots. ” Reading tip: Scripting chatbots remains complicated # 10 Personalization Customers who are more used to ‘talking’ to an online store also want personal attention. Wim La Haye : “Personalizing becomes even more important in 2019. For example, the number of personalized ads will increase and we see a trend in personalized e-commerce platforms; a homepage based on browsing data or visited product pages for example. The role of customer data platforms (CDP) plays an important role in this. A CDP links all internal and external data to an up-to-date customer profile. And with that you can perfectly personalize. ” Reading tip: Customer Data Platforms: what can you do with it? # 11 Artificial intelligence in logistics https://www.youtube.com/watch?v=3hqj_1VgyUo Patrick Heijmans : “I do not know if it is a trend, but logistics will also be a challenge in 2019. Not only for the web retailer, but also for the transporter. The consumer is increasingly demanding and the same day delivery seems to be on the way to becoming a ‘must’ for many webshops. ” https://www.youtube.com/watch?v=8B1sbf1x-6Q Enrico Liscio thinks that artificial intelligence will play an increasingly important role in logistics handling: “With AI – both for handling packages and order picking – you can provide fully automated warehouses. The package is created autonomously and then automatically sorted in a distribution center. ” https://www.youtube.com/watch?v=kCR6aYmVN4U # 12 Augmented Reality https://www.youtube.com/watch?v=toJFwFC5AeY A development that we’ve talked about before is augmented reality, is this finally the gimmick phase over? Wim La Haye : “Interactive product visualisations become even more important. In 2018 more and more was used on video and 360 ° visualizations. In the coming year, augmented reality will become reality in e-commerce. This allows consumers to experience or place a product in their own environment. Augmented reality thus contributes to a superior shopping experience, it exceeds the expectation of the consumer and takes away uncertainty. ” Ton Heerze : “Augmented reality (AR) is a technology that makes it possible to add virtual elements to reality. It is an industry with many applications, of which experts estimate the turnover within 5 years at 90 billion dollars. Specifically in e-commerce, AR lends itself, among other things, to adding experience to the online shopping experience. An experience that can normally only be created in a physical store location. Think, for example, of trying out make-up and fitting sunglasses. The software makes a detailed scan of your face for this. The technology behind AR has now evolved in such a way that 2019 can become the year of the definitive breakthrough in e-commerce. ” I get my e-commerce inspiration # 13 Critical consumer All these developments are also necessary, because the shopping consumer is increasingly critical, Wim La Haye thinks: “Consumer expectation is increasing every year – from same day delivery to a range of payment methods. But omnichannel recognition and superior experiences are also part of this. “” With the arrival of retail giants such as Amazon and Bol.com, responding to these desires is becoming even more important. As an entrepreneur you want to meet all your needs, but the answer lies in value innovation: how can you build sustainable competitive advantage in which customer value is central? That must be the pillar for 2019. ” # 14 Customer feedback = change Wouter Stokkel : “Customer feedback and customer focus is getting more and more input to really improve instead of jargon in the marketing department or customer service, or a figure on the homepage. Companies that prioritize and improve based on customer feedback and other data insights are gaining more and more loyal customers because they really improve their services. ” # 15 Zero Based Budgeting Wouter Stokkel : “Marketing attribution gets more attention because the share of e-commerce sales (and budgets) on the balance sheet will increase further. Insight into the actual value (and costs) of marketing channels will lead to a shift in spending. In line with this, zero-based budgeting through increasingly better implemented analytics and BI tooling will certainly be applied much more widely in e-commerce. ” Read tip: Why Unilever is right to adopt zero base budgeting # 16 conversion optimization (CXO) E-commerce is not only about attracting visitors, but also about how you turn it into customers, according to Wilco Verdoold . He offers an interesting insight into the current state of conversion optimization: “The chance that a visitor actually converts on your website is only 1 to 5%. Or conversely formulated: 95% to 99% of the visitors on your website do not do what you want them to do. And of course what you want them to do goes further than just “buying something”. The right purchase, more than an article, the extensive arrangement and also the same registration for the update. ” “Of course you can go for even more visitors to achieve your goals, but it is at least as interesting to see if you can increase the percentage that actually converts. Whether you call it Conversion Optimization, Growth Hacking, Conversion Design, Neuromarketing or Data Science, the underlying goal within E-commerce is clear: more / better conversions. And that is exactly what is increasingly literally making the difference. ” “Roughly there are two ways to tackle it: take advantage of the knowledge and skills of others or invest in continuous testing and improvement of your offer.” “Every website, target group and situation is different and so it often seems best to test and optimize with the right tools. On the other hand, extensive testing also has a price tag. ” Continuous testing and improvement An MRI scan to sell more on your webshop – Source: Wikimedia “It starts with (better) profit from your standard web data (usually Google Analytics), then you use tools to see where the mouse is located (mouseflow), where clicks are used (click maps) and scrollmaps to see how much of the screen actually comes into the picture. ” “Another category is the actual user research, there are many different forms. But in terms of trends, neuromarketing is especially on the rise. Where is the buy button? How can we influence people in such a way that they actually convert as desired. ” “That can be done in different ways. The most advanced? An fMRI scan. In an fMRI scan you do not rely on what people say they are going to do, but you measure what (or actually where in the brain) they actually think to draw conclusions from. Super interesting for all your big expenses or decisions, think of a TV commercial or changing the packaging of a consumer product. ” The checkout page of CoolBlue with some known CXO tricks Benefiting from the knowledge and skills of others. “Not everyone has budget available for an MRI scan. But a lot is being published. Thinking fast and slow by Daniel Kahneman is a must read (in Dutch translated to us fallable thinking), but in recent years many more interesting blogs, vlogs and books have appeared. ” “Looking for the most up-to-date insights and experiences? Check the websites of the Bol’s and Coolblue’s of this world. They invest a lot in the daily optimization of their websites and are a great starting point to view best practices. ” Conclusion: faster, social, customer-oriented and mobile In 2018 we already concluded: just setting up a webshop is no longer possible. Anyone who reads the 16 e-commerce trends of these 8 Dutch experts quickly comes to the conclusion that e-commerce parties will face even more technical and substantive challenges in 2019. Due to the rise of social selling via Instagram or Facebook and the aforementioned market places (Amazon, Bol, Alibaba), selling through a third party is also an option. Of course, the question remains at what price. Web shop owners with their own site are faced with the challenge of offering a fast mobile-optimized experience on the one hand and rich content (such as 360 ° product videos or even AR) on the other to satisfy the discerning visitor. Logistics requirements (same day delivery) are also getting higher. Finally, for everyone who sells online: listen to your customers = survive. Whether it concerns personalization, conversational commerce or customer service. Do the experts in this article summarize the most important e-commerce trends for the coming year? Did they miss anything? I’d love to hear from you in the comments. Unique product texts for your webshop? Try CopyRobin for free Let’s block ads! (Why?)

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