E-Commerce Trends 2024

From individual shopping experiences to voice-controlled shopping pleasure – find out which trends will shape online business in the coming year.

Top 6 E-Commerce Trends 2024:

1. Personalization will become even more important

Irresistible loyalty rewards and first-class customer service – customers will expect highly personalized recommendations in 2024. AI-based analyses form the basis of recommendations and enable record-breaking conversions and high loyalty. The recommendations are based on data such as

• Previously ordered products,
• time since the last order,
• average order value or
• search behavior in the store.

2.Voice commerce on the rise!

Voice assistants such as Amazon Alexa, Google Assistant and Apple Siri are becoming increasingly important. Already, 19% of Germans under the age of 35 shop at least once a week using voice commands. Electronic products, clothing and cosmetics are the most frequently purchased items. Thanks to the time saved through faster checkout and the convenience of hands-free technology, experts expect the voice beyond touch channel to continue to grow strongly.

3. Live shopping with influencers

Strong increases are also expected here. Currently, 66% of Germans are open to this sales channel. A look at China reveals the market potential that lies dormant here: 10% of all online purchases there are already made in real-time shopping with influencers. Fashion and beauty manufacturers are particularly benefiting from this trend. Depending on the product and brand, one-to-one live shopping sessions or larger live streams on social media make sense.

4. Interactive customer self-services

Studies show: Shoppers want to retain control over their personal customer journey. Clever self-service options and a customer journey based on individual preferences make the purchase, payment and returns process easier for consumers. At the same time, retailers need to invest less time in support. E-commerce specialists therefore expect self-services to be integrated even more deeply into the customer journey. This will allow shoppers to discover product worlds interactively and independently. Experts agree: the more autonomous online shoppers are thanks to color and material guides, lookbooks, gift guides, video demonstrations, etc., the more satisfied they are. The more independently shoppers experience products, the more satisfied they are. With customer self-services for support requests, complaints, returns, etc., you round off the offer and are available 24/7 for your customers.

5. Process optimization trend

shortening time-to-market with middleware It is the insider tip for smooth processes and cross-channel product launches at record speed: middleware. You can use it to link heterogeneous systems and ensure smooth data exchange along all workflows. The middleware supplements and optimizes information and enables seamless real-time data exchange between the store, marketplaces, CRM, PIM and logistics software. For example, only items in stock in the warehouse are displayed in the e-shop. It also plays item images, videos, product descriptions, warnings, etc. fully automatically and in the correct format to all omnichannel channels. This means you can maintain all data centrally in one place and simultaneously launch a new collection or product series in different stores, marketplaces and social media channels at the touch of a button.

6. Automated returns management   

According to studies, between 20 % and 30 % of all items purchased online are returned. The integration of AI into automated returns processes therefore plays a key role. For example, it helps to prioritize returns. Information such as product condition, potential resale probability, resale price and seasonal trends are then incorporated into the returns process. This ensures that returns are processed as quickly as possible with the highest possible recovery rate.