At the end of each year, we make an overview of best practices and trends for the coming year in all areas: e-commerce, marketing, SEO, SEA, social media… Today, the French tool website creation E-monsite shares with us 10 key trends in the e-commerce industry for 2022, based on numbers analyzed from its clients’ e-commerce sites.
For the coming year, e-merchants will have every interest in multiplying their services and channels to meet consumer expectations. They will also have to redouble their efforts in terms of content: storytelling, reassurance elements, etc.
1- Multiply Payment Solutions
Paying by credit card remains the most commonly used payment method, but consumers are increasingly using online payment solutions. It is therefore advisable to multiply the means of payment on your e-commerce site: credit card, MasterCard, Visa, American Express, PayPal, Amazon Pay, PayPlug, Stripe, Paybox… It is also relevant to offer payment in several installments bid for more expensive purchases.
The most important figure to remember: +3% conversion rate via Stripe, Paypal, Paybox
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2- Offer to buy without creating an account
Time is precious, consumers want to be able to buy quickly more than ever. For online shoppers, creating an account to make a purchase is experienced as a tedious step. This obligation to create an account creates frustration and promotes cart abandonment. Therefore, merchants have every interest in offering a purchase option without creating an account in order to increase their conversions.
The key number to remember: +7% conversion rate on guest modules developed by E-monsite (modules that allow visitors to order without creating an account).
3- Choose to click and collect
With the successive incarcerations linked to the context of the health crisis, click and collect is now part of consumption habits. It is recommended for e-merchants who have a physical store to set up this way of buying. The advantage for the customer: they pay no delivery costs and can collect their parcels whenever they want.
4- Multiply Delivery Methods
It is necessary to make different delivery methods available. In particular, this enables consumers to choose whether to pay less to be delivered to a delivery point or pay more to be delivered faster. To optimize parcel shipments, owners of e-commerce sites can rely on comparators of parcel services such as Packlink.
5- Use storytelling and bet on authenticity
Know-how, brand values, product origin… Consumers need authenticity more than ever. To set yourself apart from competitors, it is essential to tell a “true story”, without lies, without artifice, around your brand and its products. It is important to provide your product sheets with authentic visuals (not photos from image banks!) and detailed descriptions of the products (origin, production method, materials, eco-responsibility, etc.) identify the values of your brand or your products.
6- Strengthen the elements of reinsurance
There should be many elements on your site to reassure visitors and potential customers on your ecommerce site. These are called the reinsurance elements. You must ensure that all these elements are present in your online store: contact details, payment methods, delivery methods and associated costs, return and refund conditions, customer reviews, details on the use of personal data, legal notices and terms and conditions, quality marks, information about the origin of products, etc.
7- Take advantage of marketplaces
It’s good to sell your products on your ecommerce site. Multiplying distribution channels is better. To develop your sales, it is important to look at marketplaces, some of which generate thousands or even millions of visits per month, giving you a significant gain in visibility. You can rely on well-known generalist marketplaces such as Amazon, Cdiscount as well as more specialized marketplaces, depending on your industry. Omnichannel is becoming essential and it is important to integrate it into your business strategy. On CMS like E-monsite, there are modules to create your product catalog and easily integrate it into the desired marketplaces.
8- Think about social trading
Another sales channel to exploit: social networks. It can be interesting to set up actions on social platforms such as Facebook or Instagram: creation of social advertising campaigns, placement of publications with authentic visuals, launch of influence marketing campaigns by partnering with influencers that match your brand values, live shopping sessions … Note that social networks are developing more and more e-commerce functionalities for brands, every effort is now being made to facilitate the shopping experience.
9- Promote integrations and automations
Integrations and automations will save e-merchants a lot of time. It is important to take advantage of integrations to connect the applications you use every day to your e-commerce platform, such as your CRM, your email solution, your analytics tool, your instant messaging… Some e-commerce sites rely in particular on webhooks to trigger an action after an event. For example, if a person subscribes to your newsletter, the data goes through a webhook and is automatically added to your email contact list. Task automation is now accessible without technical skills and becomes a real asset to the companies that use it.
10- Train to stay competitive
Finally, with the acceleration of digitization, the need for training is growing. Many particulars, rules and codes are known to operate an ecommerce site. The e-retailers that will pull the pin from their game are the ones who will continue to train daily. Elsewhere on the web, several formats are thriving to help you stay current in your field: webinars, podcasts, videos, certifications, blog articles… It’s up to you!
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