2022: the new trends of the Mobile E-commerce
After a more difficult than ever 2021 due to the pandemic, a new year have just begun and, with it, we can welcome new exciting experiences for our customers. It is, obviously, needed be to updated and on track with the new technologies and market trends as in these last 2 years e-shops had to confront more changes than the last 20 years. Let’s see together which will be the new e-shopping frontiers of 2022 starting with a question:
What has changed since 2021?
During 2020 we learned about how an e-commerce would have helped our business, in 2021 we understood how to manage ads and we prepared to embrace the omnichannel, this year we need to consolidate and enhance. 2021 was a very important year regarding B2C eCommerce, which value almost reached 39 billions of euro, with an increment of 19% compared to 2020 thanks also to the increasing computerization of the population. During 2022 is expected that almost 28 millions of Mobile Apps more than 2020 will be installed (Source: Statista), also in 2027 biometric payments (Face ID and Touch ID for example) could increase over 36 times. (Source: Thepaypers.com)
But, really, what did this 2021 prepared us for? Surely we learnt how to manage our customers’ data but also how to elaborate advertising strategies in a more conscious way. With the coming of iOS 14.5 Zero Party Data has been introduced as a new data collection model. Compared to the “traditional” methods (third party data), in which data is collected by providers not directly involved with the business, now it is the end user to decide which and if their data can be collected. It is expected that due to the introduction of Zero Party Data, approximately 80% of the marketers will abandon customizations by 2025 (Source: Shopify).
Thanks to this new consciousness from users, the data we can use for our campaigns are always less. New York Times tells that 80% of Facebook users decided not to accepts that their data were tracked by the giant of Zuckerberg, causing difficulties not only for Meta but also for those that will use the service for their advertisings. If you want to know more about the impact that iOS 14.5 had on the marketing world, read here.
From 2021 we also need to treasure of the omnichannel strategy, which means guarantee to our customers a seamless experience. This way is the user that is put to the center and this lets him interact with the company regardless of how he does it. In an era where mobile traffic has increased more than 5 times compared to 2016 (source Cisco) omnichannel is definitely the winning growth strategy that allows to greatly improve customer engagement.
What are the new trends?
After al long but necessary introduction, let’s see which will be the new trends for 2022 that are direct consequences of everything we talked about.
Customer must be the center of everything, because of this engaging him through the whole purchase process has become a fundamental requirement. From a Shopify research we know that the most meaningful factors for customers to choose a brand are an excellent service and the ability to reach the customer through every chosen channel, connecting the “real life” with the online shop. Connecting the offline world with the online one is today possible with modern technologies like artificial intelligence. AI allows to increase sales and it never stops, never needs to rest and can work h24 7 days a week. Starting from the simple product suggestions to the understanding the human language searching products, customization and many other aspects of e-commerce are way more “smart”.
Thanks to AI and Machine Learning it’s already possible to anticipate the customers’ behavior thanks to predictive analytics, suggest targeted and relevant content, and provide 24-hour support with chatbots. Attention for this trend! A Kindly.ai researched tells us that it’s predicted a grow in savings for businesses thanks to chatbots from 6 billion $ in 2018 to 11 billion $ in 2023.
The customization of the experience increases the prestige and brand awareness other than building users loyalty, Augmented Reality will be a key for this. Nike has already integrated this technology in its app allowing customers to measure your foot simply by pointing at the camera and showing the right size of the chosen shoe, which can be displayed as worn on the phone. The sensation of being able to “try” an outfit or visualize a furniture in the room before buying it is really nice. Investing in this technology allow brands to differentiate from the masses it’s the right choice and it is estimated that by 2025 more than 3 out of 10 kids will use AR before any purchase (Snapchat forecast).
If you think that’s not yet your time to apply these technologies it’s absolutely mandatory that you invest in video and podcast contents. According to a recent study by Neilpatel, adding video content can increase sales by 144% because they are the most appreciated media on the web. They are easy to find and funny and enjoyable to watch, they are also a great way to showcase products or services and will represent 82% of online traffic. Let’s not forget that 55% of consumers declared that videos helped them to decide which product to buy or from which brand (Source: Shopify).
Podcasts create a bond with the public and create an active and lively community by giving the brand a voice. According to a Nielsen report made for Audible in 2021 podcast listeners were over 14,5 millions, a number that is destined to increase.
In an always-changing world that is also very uncertain due to the pandemic, flexibility is very important. In the last years alternative payment methods like Buy Now Pay Later one or the payment by instalments have become more and more popular, allowing customers to worry less about immediate costs and enjoy the product immediately.
Services like Scalapay, ClearPay or Klarna result in short-term financing to be paid in full in the future or with small interest-free instalments. In 2020 almost 40% of Italians preferred paying by instalments and that in 2025 this percentage will increase bringing up to a 92% increase in consumer spending that will use this mode (Opinion Way research).
Pollution is one of the most discussed topics ever. More and more the need to improve the environmental impact of every human activity is becoming increasingly important, and about this topic users are very sensible. From a Shoppy survey 77% of consumers are concerned about environmental impact of purchased products and 52% are more likely to buy from shops that have important and shareable values, especially if those are linked to environment. It is therefore worthy to invest more in “green” trade thanks to initiatives such as Treedom or UP2You or by offering the opportunity to customers to withdraw purchases in store. Let’s also consider that 47% of customers have already stated that the presence of a “local” store represented a meaningful factor while choosing a shop.
New ways to go shopping
If you have an Alexa or Google Home smart speaker at home then you know how much those can be useful to gain information at a glance or to control smart devices. But if I tell you that you can also shop with them? The convenience of being able to make purchases simply by speaking is absolute, and thanks to that it’s possible to do cross-selling in a new and innovative way. From a Findstack research we can see that 71% of the consumers prefer to do voice searches instead of typing and that about 55% of families will use smart speakers, against the 13% of 2018.
We’ve talked about many trends so far, some of which are almost sci-fi while others are more ground-to-ground, but the most extraordinary and fastest growing insight is the one about mobile purchases.
Online shoppers grow every year, in 2020 they were 2,05 millions while in 2021 the number increased to 2,14 millions (source: Statista); especially Italy mobile traffic increased from 21% (in the last quarter of 2020) to 24% in the first quarter of 2021. Instead, the growth of traffic generated by pc has halved, from 40% to 20% (Source: CorCom).
Let’s face it, our lives go always faster and we spend more time away from home and also considering that the tool we use the most is the smartphone and that’s the one that over 60 millions of Italians (Ansa research), it’s easy to associate trends to the mobile world. As a result, the true frontier of shopping exists on small screens rather than on desktops:
- Voice search: 71% of consumers prefer to do voice searches instead of typing.
- Video Content: one of the fastest expanding social networks between 2021 and 2022 is Tik Tok, that’s based on video content. In addition, 55% of consumers said that videos allowed them to decide more consciously which product or from which brand to buy.
- E-wallets: Within 2024 almost 50% of population will use E-wallets (Apple Pay, Google Pay, PayPal, Samsung Pay, Alipay, WeChat Pay, Grab, and Paytm). E-wallets let everyone pay with the smartphone in total security.
- Payment options: with m-commerce users can pay with more payment options. For example they can pay by reading barcodes.
Now that you have all this information about the current situation and future trends, you may be wondering what you can do about it. If in 2022 you are ready to expand your mobile presence, our suggestion is to create your Mobile App and ride the wave of all the growing trends.
How can you prepare for all of this?
By using Shoppy you can have a future-proof application for you Shopify store. You will be followed by an Italian team that will help you create your app through a simple but powerful builder, with which you will enhance the style of your brand. Shoppy supports the main Shopify apps integrations and it’s always updated with new functionalities every month (you can take a look at our development roadmap here).
Business world is always moving, stay ahead with Shoppy!