Trends in the ecommerce world are constantly evolving. Did you know that Google allows ALL stores to have one click payment? But that’s not all :
- There are now chatbots specific to ecommerce.
- Shopify has released an augmented reality tool that works well.
- New SEO tools facilitate positioning on Google, even for those who know nothing about it.
And that’s just the tip of the iceberg. In today’s article, we’re going to share with you the main ecommerce trends for 2020, including marketing trends, website trends, conversion optimization trends, and more. Let’s go !
1. The content + your products will help your brand to stand out
Content marketing has been going on for a very long time. But this has almost always been seen as secondary to your products. This year, e-commerce brands are changing this vision. Rather than using content marketing as a “marketing strategy”, it has now become essential. Content first, then products. People first, sales second. According to Aaron Orendorff, editor in chief of Shopify Plus:
\”Given the overwhelming weight of customer acquisition costs, most brands are turning to content in an attempt to free themselves from paid platforms such as Facebook, Google and Amazon.
Content is the backbone of all paid advertising, but it’s not where it comes to life. The secret of content plus commerce – and why it’s already the holy grail of growth – roots it in real storytelling about people, not products.
So how can you use this to increase your sales? Take your content strategy seriously – start by brainstorming topic ideas. Create a trial account on Ahrefs, insert a competitor’s site into their Site Explorer tool and browse their organic keywords.
A little advice from Websites Are Us
Sort the keywords of your competitors by searching for a keyword difficulty (KD) <20 for newer sites, as well as more than 100 searches per month. Prioritize keywords related to your products. Suppose I sell camping gear and see the keyword “camping checklist”. I can create an ultimate camping checklist and then include links to my products from this article. It is useful, informative and always relevant to the sales cycle.
Find other topic ideas by browsing the most shared content in your industry using Buzzsumo. Copy the URLs of your competitors who blog often, connect them to Buzzsumo and get content ideas based on the number of shares.
Create a content calendar (use a spreadsheet or a tool like CoSchedule) based on the topic and keyword ideas you’ve collected. Depending on the size of your team, choose at least one item per month (more if possible). Remember: quality is more important than quantity!
2. Integration of AI chatbots is getting faster and faster
The popularity of chatbots has increased in recent years. Gartner predicts “By 2020, the average person will have more conversations with robots than with their spouses. “But did you know that there are now chatbots specific to ecommerce? For example, you can now integrate Facebook Messenger into your Shopify store to create chat buttons right on your product pages.
Between this new functionality and the messaging button on your site, you can now send to anyone who uses your site’s chatbot elements such as:
- Suggested products
- Cart abandonment recovery messages
- Loyalty program applications
- Content of your blog
Installing Facebook Messenger robots is simple. Just use Chatfuel to configure your bot without any programming (it has a free trial and is very easy to install). Once you’ve chosen a Facebook page to connect to, set up your welcome message. This is the message they will receive if they send you predefined words (like “hello”) or if they click on the buttons on your site linked to the welcome message. In your welcome message, you can add a little humor to make your interlocutor forget that he is talking to a robot:
Find a way to tailor the message to your brand image. Remember that you can add buttons to click on, such as calling a phone number, browsing your products or FAQ page, or receiving additional messages from your bot (via “blocks”). Next, configure your AI with phrases that create automated responses. You can start by sending the welcome message to anyone who says “hello”, “hi” or “hey”. But you can also go further. Chatfuel recommends giving users multiple choice options rather than open questions for more effective and precise answers, like this:
Once you’ve set up your bot, place the Facebook Messenger button on your product pages and the Messenger widget throughout the site (or at least on your store pages). As more and more people send you messages, you can use Chatfuel to send “push” to your Internet users. One way to use it is to send a coupon or flash sale to your audience.
3. Personalizing Your Products Online Improves Conversions
It’s no secret that personalization increases sales. There’s something special about creating your own product. Companies like Converse are using this trend to increase their conversions. They added a feature to their store called “Custom Converse”, which allows you to design your shoes from scratch.
Even if you don’t have the resources available to Converse and earn $ 100,000 a year or less, you can still customize your products. Tim Kock has written a case study on Shopify in which he explains how to earn $ 1,000 starting from a Shopify store. He wanted to offer customizable backpacks. However, it was way too expensive – so he decided to offer custom rubber patches for the standard backpack on offer. Think about how you can do the same. Can you offer custom stickers, pins, etc. to complement your products? This can further increase conversions without the added cost of a fully customized product. To offer it on your store, you can use an application like Product Options or Customily. If you’re selling mixers, creating and selling custom mixers would be time consuming and expensive. However, you can easily allow customers to create custom stickers to decorate their new blender.
Website creation – Personalized price estimation
Websites Are Us has developed a recommendation engine which allows you to obtain a free detailed price estimate as well as a selection of software and providers adapted to your website creation needs.
4. Augmented reality allows customers to “test” products
Augmented reality has been a trend for years, but it never seemed to go anywhere. This year everything is changing. Shopify has partnered with 3D Warehouse to create augmented reality features for any Shopify store in a few simple steps – and it works great! Look at this:
The consequences in this regard are enormous: for a one-time fee of 100 to 200 dollars and a few good images of your products, you can call on a Shopify expert to implement augmented reality on your site. If you’ve watched the video, you’ve also seen how detailed AR can be. You can zoom in on parts of the products you plan to buy, see how they would look in your home, and almost touch them. Shopify takes experiential commerce to a new level. Here’s how to get started with this trend:
1. Take six high-quality photos of your product (one from each angle, including top and bottom). For large products such as furniture, use a camera with a 50mm lens. For small to medium sized products, use a 70 or 100mm lens. Mobile phone photos are unlikely to be enough as they are of poor quality. Also, take additional photos of all the unique details (such as the gears on a bicycle).
2. Obtain precise measurements of your product (in millimeters) and create a diagram showing the specific measurements. You can easily do this using Paint or Canva.
3. Hire a Shopify expert to create the 3D model for you. Prices start at $ 100. They will send you a .glb file and an .usdz file to add to the 3D Warehouse application.
4. Go to the 3D Warehouse app. In the Title field, enter a title for the 3D model. In the Linked product field, select the product and the variant with which this 3D model is associated, then click Select product. Click Download File and select the .usdz file provided by Shopify Expert.
5. You will need to add code to the tags of your theme.liquid and product-template.liquid files. Call a Shopify expert if you don’t want to change the code on your site or consult the Shopify guide for the exact code to use yourself.
6. Finally, add the “Augmented Reality” badge to your product image so customers know they can click on the image to get a closer look.
It will only work with the Safari browser on iOS devices at the moment. They’re working on Android features, but don’t have a release date yet.
5. Advanced SEO Strategies Will Become More Widespread
SEO in ecommerce is nothing new. Part of SEO is LSI (Latent Semantic Indexing) optimization. This basically involves adding semantically related keywords to a page to improve your ranking. For example, if you write an article about cars and you mention keywords like “Lightning McQueen”, Google knows that the page is about the movie Cars, not real cars. But now you can go even further. Using tools like CognitiveSEO, you can determine the exact keywords Google searches for to rank a page. Suppose you are trying to rank a page for the keyword “mixer”. You can insert it into the CognitiveSEO Keyword Tool to display the keywords you need to use more often and the keywords you need to use but not using.
Now, if we write a few keywords and complete the text, the performance score (a score that shows how well you implement LSI on your page) increases:
Of course, you have to make sure that your description is true (if it’s not a mixer, don’t say it! But you can always include the keyword by saying “it’s not a mixer”, for example ). We recommend adding additional text below on your page, as Amazon does. It also works great for blog posts.
6. One-click payment will be available on any site
At the very beginning of this article, we mentioned that Google was releasing a way for ANY store to enable one-click payment activation like Amazon. To do this, they use a new API called Web Payments. Basically, Web Payments allows users to save their payment information as well as their address. Any site with the API (via an app, plugin, or custom code) will be able to give customers a one-click payment experience. Here is an overview, in one minute of how it works:
Unfortunately, although the technology is available, it is still being tested, so you cannot use it at this time. The last update from Shopify on integrating this latest feature into their platform dates back to September and does not announce an official release date.
7. Product showrooms will be more and more common
Product showrooms are essentially pop-up stores (temporary locations) in shopping centers and local events. They appear as a massive trend in electronic commerce for the year 2020. According to William Harris, retail strategist at Elumynt:
\”It may not happen until 2020, but I think more and more online brands will find a way to get their products to physical locations. Good Housekeeping has a fantastic pop-up store in the “Mall of America”, which was more like a “product showroom”. You found what you liked – you can touch it, test it, experience it – and when you’re ready to buy it, just scan it with your smartphone and add it to your Amazon basket. With Amazon Prime Now, it’s not unrealistic to go into the show room, choose what you want, order it, and wait for it when you get home. I think more and more ecommerce brands will try to do something like this: find a way to get their audience online into showrooms, where the focus is not on islets “stored” items, but rather on an experience, where retail will support online sales. ”
With the increasing popularity of augmented reality, it makes sense for customers to want better shopping experiences. Product showrooms and pop-up stores add another dimension to this idea. But what if you don’t have the resources? Can you still create a pop-up shop and use this trend to grow your store? The answer is yes, here is how:
1. Find a local event in your city related to what you are selling. Look online and ask around to find the events.
2. You can also use a site like This Open Space to find places you can test if you’re in the United States or Canada.
3. Book the event / venue.
4. Get inventory and a folding table, make a sign, set up your Shopify site, and head to the venue.
If the subject of ecommerce interests you, I strongly invite you to browse these articles: