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5 Ways eCommerce Marketing Will Be Different in 2024



eCommerce Marketing

Ecommerce has solidified its position in our lives, driven by necessity and cemented by convenience. However, with the turn of the year, online businesses need to adapt their strategies to stay relevant. In this article, we will delve into the five significant shifts predicted for 2024 in ecommerce marketing.


1. Video Commerce: The Future of Content Consumption


Rise of Social Media Videos


According to Orlando Mollica, the marketing manager at Continental Clothing Co., social media videos are set to become even more significant. He suggests that the rapid evolution of content consumption is leading towards faster-paced formats, such as videos and images, which could pose challenges to traditional ecommerce marketing strategies.


The Importance of Quality Video Content


eCommerce Marketing

Alex Golick, a growth marketer for eight-figure ecommerce brands, believes that future video content will need to be more strategic. This includes well-crafted scripts, engaging actors, and superior editing. Brands will need to diversify their creative efforts across in-house teams, agencies, and freelancers, continuously experimenting with new providers.


2. Immersive Shopping Experiences with Augmented Reality


The Rise of AR in Ecommerce

Josiah Roche, fractional CMO at JRR Marketing, notes that ecommerce brands are increasingly embracing augmented reality (AR), allowing customers to "try before they buy" in immersive ways. While brands like IKEA have been using AR for a couple of years, 2024 is expected to see a broader adoption of this technology.


Predicted Growth of AR Users

A study commissioned by Snap from Deloitte Digital predicts that the number of frequent AR users will top three billion to reach 3.5 billion in 2024. That's an increase of 600 million users in just a year. This growth is expected to transform AR from a fun feature to a vital tool for online businesses, helping them engage with shoppers meaningfully and improve the overall customer experience.


3. Hyper-Personalization: The New Standard in Ecommerce


From Traditional Personalization to Hyper-Personalization

Historical data-based personalization that once impressed online shoppers is set to evolve into hyper-personalization in 2024. This new approach leverages real-time data to offer a more precise and personalized experience to consumers.


Bringing the Human Aspect Back into Ecommerce

To address the growing demand for enhanced one-to-one guidance, tezda, an upcoming live shopping and social commerce platform, This Platform allows brands and retailers to engage personally with their customers, driving higher conversion rates and retaining loyalty.


4. Sustainability: A Key Factor in Consumer Decision-Making


Sustainable Packaging and Consumer Preferences

Trivium’s Buying Green Report reveals an increase in consumers willing to pay more for products in sustainable packaging since 2021. In fact, packaging can be a deciding factor, with more than 70% of consumers actively choosing products based on whether the packaging is sustainable or not.


5. Rise of Subscription-Based Ecommerce


Growth Predicted for the Subscription Ecommerce Market

According to the Subscription E-Commerce Global Market Report by The Business Research Company, the subscription ecommerce market is predicted to reach $330.58 billion in 2024. This growth can be attributed to the convenience and perceived value offered by the subscription model, making it a compelling proposition for online sellers to attract recurring sales.


Consumer Demand for Customizability

With personalization becoming an expected norm, sellers are likely to offer more benefits and customization options in their subscription models.


Practical Takeaways

In 2024, personalization will be taken to a new level. With higher stakes, ecommerce brands will need to leverage technology to analyze historical and real-time data about their target audiences' browsing and purchasing habits. Accordingly, they will need to tailor their content and products.


When it comes to content, video will remain a firm favorite. However, brands will need to experiment with a wider variety of video formats, including live shopping.

In terms of products, expect to see subscriptions getting a new lease of life, with a focus on sustainability and customization to cater to customer preferences.

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