Every year has its share of novelties and 2021 is expected to be a turning point! If the year 2020 has allowed the digitalization of shops and changes in consumer behavior, 2021 will mark a turning point in our consumption patterns. Focus on the new E-commerce trends that await us!
ROPO and DNVB (and those are still not bad words!)
First among the trends, ROPO (Research Online, Purchase Offline) refers to the action of finding out about a product online before buying it in a physical store.
When customers search on the Internet before buying in a physical store, they also rely on consumer reviews. Product details alone are not enough, which is why integrating these reviews on product sheets can improve the conversion rate.
I already wote about it in Focus on the DNVB! "Many brands have started online, and opened their physical store in the last few years. Most of these digital brands that are moving offline are selling apparel: indeed, this is a product category where buyers like to interact with the product "in person".
In France, Monoprix has joined forces with Bergamotte. Tediber has invaded the Marais. The Carrousel du Louvre shopping center in Paris, owned by the Unibail-Rodamco-Westfield group, has created the Pyramid concept store, which houses 20 French DNVBs. A first in France (see article, La genèse du projet Pyramid ) The space is a media store, open since October 15, 2019 and will close at the end of 2020. For Mehdi Dziri, project director at Fabernovel, " The partnership between major retailers and DNVB makes sense because it allows to create spaces with a new customer experience that creates traffic and to reach more people than by just being on the web. 90% of purchases are still made in store today. "According to the FabernovelThe opening of a physical store leads to a 37% increase in online sales.
If like me you are a fan of the series then you have already exclaimed in Netflix "wow, I love this jacket! ". Good news -or not for our wallet! - we will soon be able to click, find and buy this beautiful jacket directly from the series.
T-commerce, or commerce via television, is not new, far from it. It has nothing to do with TV shopping. The first attempts go back to the 2000's but the recent technological advances in connected television could change the deal. Still, we have here a possible development axis of instant purchase.
In late 2019, NBC launched TV ads that link products to a smartphone app, allowing viewers to purchase what's on the screen. This technology will soon be integrated directly into "smart TVs." The end of teleshopping shows, the beginning of TV shopping 2.0! Who would have thought that this would be part of the E-commerce trends for 2021!
The ReCommerce Boom
ReCommerce, also known as "second-hand trade", will be very important in the future. hype next year.
This phenomenon is largely driven by millennials whose members identify as conscious consumers. 74% of 18-29 year olds prefer to buy from sustainable brands and shopping on the ReCommerce marketplace fits this criteria - an interesting opportunity for brands that are expected to open their own ReCommerce platform.
The latest example is that of La Redoute: after its transformation from mail order to e-commerce, the company is now part of this circular economy concept with its La ReboucleA private individual can now sell or buy products called " vinted "whether or not they were purchased on the La Redoute.fr website.
"We've been thinking about it for a while, but after the first lockdown, we decided to speed up the project," says Amélie Poisson, marketing, brand and customer relations director at La Redoute.
Always more ethics
Ethics... ethics... ethics will be the watchword in 2021.
Consumers are increasingly demanding eco-responsibility and ethics from retailers. Transparency and carbon footprint have become important issues, and must be emphasized in order to reach an increasingly engaged customer base.
The ecological responsibility of the e-merchant is not only related to the products sold and their production process, but also to the delivery. The means of delivery are not all equal when it comes to eco-responsibility, and some of them are less committed than others. Eco-responsibility is becoming a civic issue and represents a turning point in our lifestyles. In its blog post on CSR commitments in the transport sectorMy Flying Box lists the environmental concerns of express and local carriers.
Between augmented reality and virtual reality
Among all the trends in E-Commerce, our favorites at My Flying Box are :
Augmented reality (or AR) is a technology that allows the integration of virtual elements in 3D (in real time) within a real environment. The principle is to combine the virtual and the real and give the illusion of a perfect integration to the user.
Example of augmented reality at ShopifyAR:
Virtual reality (or VR) is an expression that designates the devices that allow the digital simulation of an environment by the machine (computer). According to the technologies used, it allows the user to feel a virtual universe through his different senses: the sight most often but also the touch, the hearing, the smell. It is thus a question of making the customer live an experience of immersion.
Shoppers who can no longer visit stores during various lockdowns, curfews, or who don't want to walk the aisles with a mask on their nose are turning to online sites: major retailers can then take advantage of Augmented Reality technology to bridge the gap between the digital and the physical.
While brands like Ikea have rolled out an Augmented Reality shopping experience, it's no longer reserved for the big players in the market. Shopify has launched "Shopify AR," an easy-to-use toolkit that allows businesses to create their own experiences to showcase their products to its community. The retailer reports that interactions with products with AR content have a 94% higher conversion rate than those without AR.
So expect brands to take advantage of Augmented Reality's capabilities in 2021 - and expect more shoppers to seek out this feature to make purchasing decisions.
SoLoMoCo (no, still no swear words!)
Among other E-commerce trends, the SoLoMoCo. This name worthy of a creature out of a Star Trek or Star Wars (your choice) is an acronym for Social Local Mobile Commerce and aggregates interactions through smartphones. Companies can offer personalized promotions accessible via smartphone in a limited geographical area, with the possibility of sharing through social networks. SoLoMoCo allows to capture the attention of a potential mobile customer near a sales area.
Imagine, you are walking on the Avenue Jean Medecin in Nice, your smartphone rings. It is a notification informing you of the latest promotions of your favorite store which is only a few meters away from you.
With the widespread use of smartphones, the web and social networks, SoLoMoCo has become an indispensable tool in any digital marketing strategy.
Social selling is becoming increasingly popular
It all starts with an observation: 1 quarter of French people are ready to make their purchases on a social network.
Social selling, a new concept in e-commerce: you've probably already heard about it, but aren't necessarily sure what it is. Is it a dirty word? (No.) A character from Fortnite or Call of? (No, that's completely different.) In that case, what is social selling? Basically, it's the art of using Tik Tok, Discord, Fb, Twitter, Linkedin, Instagram and the like... to find prospects, share/chat with them, understand them and support them. It's a modern approach to creating proximity with potential new customers. Your brand is then their intuitive and unconscious first choice when they are ready to buy.
In short, it allows you to promote your products via other media:
💥 Set up a Facebook store
💥 Tag your Instagram products
💥 Use the swipe up* in your stories
💥 Turn your Instagram page into a store
💥 Showcase your products on Twitter with a direct link to their sheets
*link clickable from a story. The only problem is that this setting is only available to accounts with more than 10,000 followers.
In conclusion, you will have understood that the E-commerce trends of 2021 will focus on
1- Your ethical commitments;
2- Customer seduction and user experience;
3- Building brand loyalty on their favorite networks
The main changes to come in the digital world presented in this article show us how creative we will have to be in 2021.
And you, which E-commerce trends seem relevant for 2021? Have you already applied them to your online store?