Experts Reveal 5 Trends Redefining the Future of eCommerce

While eCommerce brands are laser-focused on driving more online sales, the avalanche of information on? “what’s new” and “what’s next” in the industry can be daunting.??

I spoke with five top consultants and advisors, all of whom work directly with eCommerce brands of all stages, to identify patterns and predict what’s going to define the future of the industry.?

Here is their take on the most important eCommerce trends you need to know now:

1. Web3 Experiences Will Dominate

Rebecca Orlov, Web3-Focused Brand Storyteller

Rebecca Orlov, Founder and CEO of Epic Playdate, predicts that the next 10 - 15 years will be dominated by web3 experiences and powered by the blockchain.?

Rebecca adds that “NFT initiatives (owned tokens providing utility) will lead all industries' consumer efforts and outreach as brands evolve into tokenomic-structured marketing and play-to-earn models.” Rebecca also sees web3 departments eventually replacing entire marketing, brand and design suites.

Rebecca also predicts the rise in importance of DAOs (decentralized autonomous organizations). She explained that “these self-governed communities will play a massive role in how brands and companies are received, supported or the opposite.”?

2. Shoppable Content Will Become Part of Everyday Life?

Nubia DuVall Wilson, Public Relations and Marketing Expert

Nubia DuVall, Founder and President of Cielo Consulting, predicts a highly-integrated eCommerce approach where consumers will have more options than ever to shop while watching content on their mobile devices and TVs at home.?

“Networks are already starting to partner with production companies to help them create TV shows that include shopping integrations with product visuals and QR codes to shop the item they see on screen…instantly.”

3. Live Shopping Will Play a Critical Role in Customer Retention

Anna Vale, Global Integrated Marketing Advisor

Anna Vale is an industry insider who understands first-hand that brands are needing their eCommerce channels to work harder than ever before.?

“We will continue to see brands lean into loyalty and LTV with a lot more experimentation around edu-tainment that engages their audience. Live streaming, live shopping and shoppable content will grow in popularity for brands, and consumers will look for the ease of a one-click purchase experience more than ever before.”??

Anna also predicts that live shopping will play a large role in retaining customers and bringing new ones into the brand ecosystem.?

“Ultimately, brands need to be where the consumer is.”?

4. Cross-Channel Merchandising Will Be Essential for Growth

Hillary Cullum, Strategic Merchandise Advisor

Hillary Cullum, Founder of HSC Advisors, believes synergized product assortments and cross-channel merchandising are essential to maintaining profitable growth in eCommerce.?

“The importance of presenting a united front across digital and physical locations has never been more important. This spans all facets of the business from the branding, to the customer service, and of course the product assortment.”

Hillary predicts that as we give customers more tools to shop in the digital world, they will expect to have the same experience across all channels.?

“In my opinion, the most important of these is a curated assortment, meaning a true understanding of what the customer wants from you in each channel. To achieve this, brands and retailers must know their customer, not just through their online data, but also by applying qualitative information to the equation.”?

5. Companies Will Bring Their Marketplaces into the Metaverse

Alessandra Scicchitano, Product Strategist for the Tech Vertical

Alessandra Scicchitano, founder of AURES and eCommerce Lecturer at Swiss Business School, explains how we’re already seeing the entrance of VR and AR into the eCommerce space to enhance the customer experience.?

“I believe companies will take this one step further and bring their marketplaces into the Metaverse. Amazon has already done this and as the technology matures, we will see an incremental adoption in the effort of merging offline and online shopping.”

About the Author

Erin Halper is the founder and CEO of The Upside, a community of top independent consultants, advisors and industry experts. Learn more about The Upside here.