Future of Online Shopping: Evolving E-Commerce Trends | Maryville Online (2023)

The ubiquity of internet access has leveled the retail playing field, making it easy for individuals and businesses to sell products without geographic limitation. In 2020, U.S. e-commerce sales, receiving a boost due to the COVID-19 pandemic, grew 44% and represented more than 21% of total retail sales, according to e-commerce information source Internet Retailer.

Future of Online Shopping: Evolving E-Commerce Trends | Maryville Online (1)

The growth of e-commerce has not only changed the way customers shop, but also their expectations of how brands approach customer service, personalize communications, and provide customers choices.

The future of online shopping depends on savvy professionals who can create a personalized, engaging virtual shopping experience for consumers. Those entering a career in business administration must adopt the latest digital technologies and tools — such as data analytics, machine learning, and mobile trends — to meet the demands of today’s online shopper. Completing a program such as an online Master of Business Administration (MBA) can help you gain these skills.

5 Trends Shaping the Future of Online Shopping

Retail e-commerce revenues are projected to grow to $5.4 trillion in 2022, according to market data provider Statista. As retailers adjust to this digital sales boom, online marketplaces are changing the way customers shop. Amazon alone accounted for nearly one-third of all online retail sales in 2020, according to Internet Retailer. Other top online retailers also saw huge increases in their online sales. Walmart, for instance, reported its online sales grew 79% in its fiscal year 2021.

The pandemic, which pushed many consumers to change how they buy essential items, electronics, and clothing, has helped to reshape the future of online shopping and forced businesses to evolve to meet new needs and demands. To capitalize on the opportunities presented by e-commerce, business professionals must be well versed in the latest technologies and trends, including the following.

Customer Data and Analytics Improve Marketing Tactics

Online stores may not have retail clerks or dressing rooms, but they can recommend products based on customers’ interests, style choices, and preferences using data. The future of online shopping relies on capturing patterns of shopping behavior. This allows a brand to create strategic pricing, advertising, and cross promotions on both an individual basis and based on widespread trends. For example, a brand may run social media ads during peak shopping hours, promote items that are often bought together, or show an ad for a specific item a consumer has previously viewed.

(Video) The Future of Ecommerce: 9 Trends That Will Exist In 2030

Business professionals trained in market research analysis use a variety of tools to process customer data and uncover insights. Analysts also use data to conduct product research, identifying which items are selling and how much customers are willing to pay. Product development, including what new products to sell and how to position them, is also increasingly data driven.

Analysts need strategic thinking, computer proficiency, and decision-making skills to succeed in the future of online shopping. The recent explosion in online shopping provides an exciting opportunity for business professionals to step into a digital marketing role. Market research analysis positions alone are expected to see 18% growth between 2019 and 2029, according to the U.S. Bureau of Labor Statistics (BLS).

Machine Learning Creates a Personalized Online Shopping Experience

In the world of e-commerce, shoppers require a more personalized experience. According to Accenture, 91% of consumers are more likely to shop with brands that recognize, remember, and provide relevant offers and product recommendations. In fact, when online stores personalize the shopping experience, they can experience a jump in sales conversion rates of 15% to 20%, according to McKinsey.

Rather than manually analyzing customer information, data analysts use artificial intelligence (AI) and machine learning technologies to compile data and create customer profiles. Analysts use these profiles and insights (with the help of AI) to deliver personalized recommendations and relevant content, based on an intelligent algorithm. A report from Liveclicker, the digital marketing solutions provider, found businesses that are investing in smart personalization in e-commerce can expect to see up to a 20-fold return for every marketing dollar they spend.

Although AI handles much of the analytical processes, market research analysts apply their own insights and understanding of consumer behavior to make recommendations and spearhead the continued optimization of e-commerce.

Online Shopping Is Going Mobile

The retail industry has been significantly impacted by the increasing use of mobile devices. Market data provider Statista predicts that in 2021, online purchases made from smartphones will account for more than $345 billion in retail sales. With mobile e-commerce, shopping happens everywhere, no brick-and-mortar storefront or laptop required. So, what does mobile mean for the future of online shopping?

Retail buying through mobile devices accounts for almost 54% of online orders, according to Statista, so smart brands are creating a mobile-friendly e-commerce experience. A retailer’s website and online store should not only be accessible by computer, but also optimized with a design or application that makes it easy to browse and buy from a smartphone, tablet, or other mobile device.

The mobile e-commerce experience provides customers with customized products, more competitive pricing, and increased accessibility. Analysts and business professionals must consider the user journey across multiple devices (including mobile, desktop, and in-store) and integrate a multi-channel strategy to optimize sales conversions. For example, if a customer places items in a cart on mobile, and then moves to desktop, the information should update in real time to create a seamless shopping experience across platforms.

Voice Technology Leads to Automated Commerce

A report from Coupon Follow, the retail coupon code tracker, found that nearly half of millennials have used voice technology to buy items online. By simply calling out to Alexa or Amazon Echo, someone might add an item to their online shopping cart.

(Video) The Future of Ecommerce in 2021: 5 Trends

While not everyone uses their smart speakers to make online purchases, a sizable number of device owners rely one them to help make purchasing decisions and start product searches. For example, an Adobe Digital Insights report found that 32% of smart speaker owners use their devices to compare product prices. This can have a big influence on consumers’ purchasing decisions.

Voice-enabled shopping is expected to reach $40 billion in the U.S. by 2022, according to a survey from business consulting leader OC&C Strategy Consultants. In light of this, business leaders must consider how to take full advantage of this growing channel for selling their products and services. By strategizing how to incorporate voice technology into their marketing, companies can connect with more customers and tap into automated commerce as well.

Shopping on Social Media Platforms Expands the Online Storefront

Billions of people use social media platforms daily. While many businesses appreciate the need for a robust presence on social media for marketing purposes, more and more see these platforms as effective places to make direct sales.

More than half of Instagram users utilize the platform to find products. Many online shoppers look to Pinterest, Facebook, and others for ideas about what to buy. Giving social media users a chance to make purchases within the networks they already use provides for a quicker, easier purchasing process with fewer steps.

Additionally, social media platforms are well positioned to implement augmented reality (AR) experiences. A full 71% of shoppers say AR technology encourages them to buy, according to Deloitte research. Having the ability to test or try out products builds confidence in a purchase. The growing use of social e-commerce, and the opportunities it presents for more interactive and personalized buying experiences, suggests more businesses should explore the possibility of using social media platforms to expand their online storefronts.

Analysts Are Key to Executing Online Shopping Trends

The e-commerce shopping experience is more personal, accessible, and data-driven than ever before. As the industry evolves, there is opportunity for business professionals to make a profound impact on the future of online shopping. An online degree in business offers students extensive knowledge of advanced business practices and the latest digital trends, tools, and technologies. Business professionals can apply their knowledge and insights to help shape the ongoing evolution of e-commerce.

Be a Leader in the Future of Online Shopping

If you’re interested in shaping the future of online shopping, consider pursuing an online business degree from Maryville University. With options at both the undergraduate and graduate level, these programs provide opportunities for you to learn valuable skills that can help you succeed in a variety of fields, including e-commerce.

Take the next step in your career. Explore the business degrees at Maryville University and decide which is the best fit for you.

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Accenture, Personalization Pulse Check Report 2018

Adobe Digital Insights, State of Voice Assistants

Big Commerce, “The Future of Ecommerce is Frictionless, Experiential, and Everywhere”

Coupon Follow, “The Millennial Shopping Report”

Deloitte Digital, “Digital Reality Changes Everything: Step into the Future”

(Video) The Future Of Ecommerce and Most Important Trends For 2023

Forrester, Ecommerce Trends That Will Drive Sales in 2019

Digital Commerce 360, US Ecommerce Grows 44.0% in 2020

Liveclicker, “The Value of Personalization Optimization for Retailers”

Maryville, MBA Career Options, Paths to Success

Maryville, Online Business Degrees

McKinsey & Company, “Personalizing the Customer Experience: Driving Differentiation in Retail”

OC&C Strategy Consultants, “The Talking Shop – the Rise of Voice Commerce”

Statista, “U.S. Mobile Retail Commerce Sales as Percentage of Retail E-commerce Sales from 2017 to 2021”

Statista, Retail E-commerce Sales Worldwide from 2014-2024

(Video) Online shopping’s future: Changing e-commerce trends

Statista, “Retail M-commerce Sales Via Smartphone in the United States from 2018 to 2022”

U.S. Bureau of Labor Statistics. Market Research Analysts

Walmart Corporate, Q4 FY21 Earnings Release


What are the future trends in e-commerce? ›

Apart from the trends mentioned above, trends like subscription-based services, product visualization, augmented and virtual reality, adoption of big data and analysis, and dropshipping are the ones that will revolutionize the E-commerce world.

Is the future online shopping? ›

Online Shopping Is Going Mobile

Market data provider Statista predicts that in 2021, online purchases made from smartphones will account for more than $345 billion in retail sales. With mobile e-commerce, shopping happens everywhere, no brick-and-mortar storefront or laptop required.

What is the trend of online shopping? ›

Summary: Ecommerce Trends

Ecommerce penetration rates are forecast to increase from 22 percent in 2022 to 27 percent in 2026. By 2022, mobile commerce sales will rise to $3.79 trillion. Young consumers are driving the shift to online shopping. 67 percent have spent more money online than before the pandemic.

How do you think shopping will change in the future? ›

Digital technology – such as smart mirrors, digital mannequins, QR codes, interactive apps, and more – will become a staple of physical retail in the future of shopping, allowing brands and retailers to provide guided digital journeys through brick-and-mortar stores.

Do you think e-commerce is the future of commerce and why? ›

The future of eCommerce in India is enormous, and the ever-increasing penetration of smartphones will only add impetus to the growth. As the e-commerce industry sees increased traction, it is expected to increase to reach a market size of US$ 188 billion by 2025.

Why are eCommerce trends so important? ›

In the emerging global economy, eCommerce has increasingly become a vital component of business strategy and a solid catalyst for economic development. The continued expansion of eCommerce could lead to downward pressure on inflation through increased competition, cost savings, and changes in sellers' pricing behavior.

What is the benefits of online shopping? ›

The convenience of online shopping

Customers can purchase items from the comfort of their own homes or workplace. Shopping is made easier and convenient for the customer through the internet. It is also easy to cancel the transactions. Saves time and efforts.

What is the future of shopper marketing? ›

Knowing your shoppers more intimately, more thoroughly, is the true path forward for shopper marketers post-pandemic. In an era where there's more CPG shopping happening online with better identity solutions, getting a stronger omnichannel marketing mix in place will bring your shopper marketing into the future.

Why online shopping is increasing? ›

Nowadays, due to advancement in the technology, life becoming easier day by day. This development introduces the online shopping in which people can buy things without going to market. It is popular among the youngsters and uses of this method increase dramatically.

Do you think online shopping will completely replace traditional shopping in the future? ›

Many studies have suggested that ecommerce may replace traditional shopping one day. In fact, many brick and mortar stores now have their online version to catch the rising shopping trend and expand to new markets. Technologies also evolve to make online shopping a more pleasant and secure experience.

What advice would you give future online shoppers? ›

How to Shop Safely Online
  • Always place orders from a secure connection. ...
  • Know the merchant and their reputation. ...
  • Avoid offers that seem “too good to be true” ...
  • If you are buying a Gift Card, read the Terms and Conditions. ...
  • Don't use an e-store that requires more information than necessary to make the sale.

Is social media shopping the future? ›

We think it's safe to say that shoppable social media will make up a significant proportion of the predicted eCommerce growth in the next few years.

How popular is online shopping in the world? ›

In 2021 there will be around 2.14 billion unique online shoppers around the world. This means that over a quarter of the global population are internet users with access to at least one e-commerce site, and they've decided to make at least one purchase online.

What is the next evolution of e-commerce? ›

2 – Omnichannel shopping will become more prevalent

This is evidenced by 73% of customers using multiple channels during their shopping journey. What it means for eCommerce is to understand how their customers buy, which marketing channels do they engage with, and their motivations and main drivers to purchase.

How has online shopping changed the world? ›

Consumers no longer have to waste their time driving to different stores and standing in long lines to get the products and services they desire. Now, they can simply go online and look up practically anything they could need or want.

What you understand by e-commerce and what is the future of e-commerce? ›

E-commerce (electronic commerce) is the buying and selling of goods and services, or the transmitting of funds or data, over an electronic network, primarily the internet. These business transactions occur either as business-to-business (B2B), business-to-consumer (B2C), consumer-to-consumer or consumer-to-business.

What factors will help define the future of e-commerce over the next five years? ›

Here are five factors that will help online retail grow in coming years.
  • Localisation of Internet content. ...
  • Growth in cities beyond metros. ...
  • Growth of mobile commerce. ...
  • Growing usage of debit cards for cashless transaction. ...
  • Growing investment in logistics and warehouses.
13 Feb 2015

What is the conclusion of e-commerce? ›

E-Commerce is not an IT issue but a whole business undertaking. Companies that use it as a reason for completely re-designing their business processes are likely to reap the greatest benefits. Moreover, E-Commerce is a helpful technology that gives the consumer access to business and companies all over the world.

How does e-commerce affects our everyday lives? ›

Moreover, you are able to make cashless transactions which provide you with more convenience. In the perspective of businesses, Running an e-commerce store can help in monitoring and learning customer buying behaviors, which can help in understanding their needs and hence target them accordingly.

How does ecommerce help businesses and customers in this time of pandemic? ›

It has provided customers with access to a significant variety of products from the convenience and safety of their homes, and has enabled firms to continue operation in spite of contact restrictions and other confinement measures.

How is e-commerce beneficial to customers? ›

Benefits of Ecommerce Site to Customers

Customers and potential buyers can be provided with a lot of information that make their shopping experience quicker and easier as well as improved customer service. They will also have the opportunity to purchase products and service 24/7 comfortably and conveniently.

Is social media shopping the future? ›

We think it's safe to say that shoppable social media will make up a significant proportion of the predicted eCommerce growth in the next few years.

Do u think online shopping will completely replace traditional shopping in the future? ›

Many studies have suggested that ecommerce may replace traditional shopping one day. In fact, many brick and mortar stores now have their online version to catch the rising shopping trend and expand to new markets. Technologies also evolve to make online shopping a more pleasant and secure experience.

What e-commerce will look like in 2025? ›

BNPL is projected to rise to 8.6 percent of e-commerce market value by 2025, up from just 3 percent in 2021. Prepaid cards, bank transfers and cash on delivery market shares are in decline and are projected to collectively comprise just 8.8 percent of e-commerce transaction value by 2025, said the report.

Is internet shopping killing the High Street? ›

More online shopping does not necessarily lead to a less vibrant high street. … At least not everywhere. Pre-pandemic data shows there is no clear relationship between the share of vacancy rate on the high street, and the share of all spend that was made online (Figure 1).


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