Each year has its share of novelties and the year 2021 is expected at the turning point! 2020 has enabled the digitalisation of shops and changes in consumer behaviour. And 2021 will mark a turning point in our modes of consumption. Focus on the new E-commerce trends that await us!
ROPO & DNVB (and they are still not swear 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 shop.
When the customer searches on the Internet before buying in a physical shop, he or she also relies on the opinions of consumers. The product details are not enough, so including these opinions on the product sheets helps to improve the conversion rate.
I was already talking about it in my blog article« Focus sur les DNVB », many brands have started online, and opened their physical shop in recent years. Most of these digital brands that go offline sell clothing: indeed, this is a product category where buyers like to interact with the product « in real life ».
In France, Monoprix has joined forces with Bergamotte. Tediber invaded the Marais. The Carrousel du Louvre shopping center in Paris, belonging to the Unibail-Rodamco-Westfield group, created the Pyramid concept store, which houses 20 French DNVBs. A first in France (see the article, La genèse du projet Pyramid ) The space is a media shop, opened from 15 October 2019 to the end of 2020.
For Mehdi Dziri, project manager at Fabernovel, « The partnership between major retailers and DNVB makes sense because it creates spaces with a new customer experience that creates traffic and reaches more people than just being on the web. 90% of purchases are still made in shops today. » According to Fabernovel, the opening of a physical shop leads to an increase in online sales of 37%.
TV Shopping 2.0
If like me you are a fan of 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 trading via television, is not new, far from it. But it has nothing to do with teleshopping. The first attempts date back to the 2000s, but recent technological advances in connected television could however change the situation. In any case, this is a possible area of development for instant purchasing.
At the end of 2019, NBC launched TV commercials that link products to a smartphone application, allowing viewers to buy what’s on the screen. This technology will soon be directly integrated into « smart TVs ». Scrap TV shopping shows and go for TV shopping 2.0! Who would have thought that this would be part of the E-commerce trends for 2021!
The Boom of Second-Hand commerce
ReCommerce, also known as ‘second-hand goods trading’ will be very much in vogue next year.
This phenomenon is mostly driven by the millennials whose members identify themselves as conscious consumers. 74% of 18-29 year olds prefer to buy from sustainable brands and shopping in the ReCommerce market meets this criterion – an interesting opportunity for brands who are expected to open their own ReCommerce platform.
The latest example is La Redoute: after its shift from mail order to e-commerce, the brand is now part of this circular economy concept with its La Reboucle platform. A private individual can now sell or buy so-called « vinted » products, whether or not they have been bought on the La Redoute.fr website.
« We’ve been thinking about it for a while, but after the first confinement, we decided to speed up this project, » says Amélie Poisson, marketing, brand and customer relations director at La Redoute.
More and more ethics
Ethics… ethics… ethics will be the watchword in 2021.
Consumers are increasingly demanding eco-responsibility and ethics from traders. Transparency and the carbon footprint have now become important issues, and must be brought to the forefront if we hope to reach an increasingly involved clientele.
The ecological responsibility of the e-merchant does not only pass through the products sold and their production process, but also through delivery. The means of delivery are indeed 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 his blog article on Les engagements RSE du transport, My Flying Box lists the environmental concerns of both express and local carriers.
Between augmented reality and virtual reality
Among all the trends in E-Commerce, our favourites at My Flying Box are :
Augmented Reality (or AR) is a technology that allows the integration of virtual 3D elements (in real time) within a real environment. The principle is to combine the virtual and the real and give the illusion of perfect integration to the user.
Example of augmented reality at ShopifyAR :
Virtual Reality (or VR) is a term used to describe devices that allow a machine (computer) to digitally simulate an environment. Depending on the technologies used, it allows the user to feel a virtual universe through his different senses: sight in most cases, but also touch, hearing and smell. The aim is therefore to provide the client with an immersion experience.
Shoppers who are no longer able to get to the shop during the various confinements, curfews, or who do not wish to walk around 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 such as Ikea have deployed an Augmented Reality shopping experience, it is no longer reserved for the big players in the market. Shopify has launched ‘Shopify AR’, an easy-to-use toolkit that allows companies to create their own experiences to showcase their products to its community. Shopify reports that interactions with products with AR content have a 94% higher conversion rate than those without AR.
Brands can therefore be expected to take advantage of Augmented Reality capabilities in 2021 – and more shoppers will be looking for this feature when making purchasing decisions.
SoLoMoCo (no, it’s still not a swear word !)
Other E-commerce trends include SoLoMoCo. This creature-like name from Star Trek or Star Wars (your choice) is an acronym for Social Local Mobile Commerce and stands for interaction via smartphones. Companies can offer personalised promotions accessible via smartphone in a limited geographical area, with the possibility of sharing through social networks. SoLoMoCo thus makes it possible to capture the attention of a potential mobile customer near a sales area.
Imagine, you are walking along the Avenue Jean Medecin in Nice, your smartphone rings. It’s a notification informing you of the latest promotions in your favourite shop, which is just a few metres away from you.
With the widespread use of smartphones, the web and social networks, the SoLoMoCo has become an indispensable tool in any digital marketing strategy.
Social selling ever more popular
It all starts with an observation: a quarter of French people are ready to make purchases on a social network.
Social selling: you’ve probably already heard of it, but you’re not necessarily sure what it is. Is it a dirty word? (No.) a character from Fortnite or Call of? (No, that’s completely different.) So what is social selling? Actually, it’s the art of using Tik Tok, Discord, Fb, Twitter, Linkedin, Instagram and others… to find prospects, share/exchange with them, understand them and accompany them. It is a modern approach to create proximity with potential new customers. Your brand is then their intuitive and unconscious first choice when they are ready to buy.
In short, this allows you to promote your products via other media:
💥 Set up a shop on Facebook
💥 Label your Instagram products
💥 Use the « swipe up* » in your stories
💥 Turn your Instagram page into a shop
💥 Showcase your products on Twitter with a direct link to their files.
In conclusion, as you will have understood, the E-commerce trends for 2021 will focus on
1- Your ethical commitments ;
2- The customer’s seduction and user experience ;
3- The loyalty of your brand on its preferred 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.
Which E-commerce trends do you think are relevant for 2021? Have you already applied any of them to your online shop?