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Joe Weppler / November 27, 2020

10 eCommerce Trends Expected to Grow in 2021

2020 saw a boom in eCommerce use as more consumers opted to ditch the brick-and-mortar store and shop online instead. The sudden shift changed not only consumer habits but also the business ecosystem as brands had to quickly pivot their business plans to meet new consumer demands. As we come to the end of 2020 and review current trends, it is hard not to wonder what the 2021 eCommerce playing field might look like.

To help get your eCommerce brand ready for 2021, we’ve put together a list of ten notable eCommerce trends expected to grow in 2021. Hopefully after reading the list you will feel more prepared for the new year and be able to apply these insights to improve your online store.

1: Personalization

Personalization has become a staple among eCommerce brands, and it will not be going anywhere in 2021. Customers have become accustomed to personalized recommendations and chatbots to help them throughout their digital shopping experience. As new technology is developed to further personalize shopping, this trend is expected to grow.

If you are just starting to develop your eCommerce site or looking to increase site personalization, a good way to start is to offer a chat service. The chat service can be bot-automated but should allow for a human to take over if the customer requires more service. Secondly, use user-data to create personalized recommendations for each customer. Customers are more likely to be repeat buyers if they find the site easy to navigate and find what they like.

2: Progressive Web App (PWAs)

By the end of 2021, it is predicted that 73 percent of all eCommerce sales will be completed on mobile devices. To meet consumer desire, a lot of brands of opted to create eCommerce apps. Except, apps can cause a drop in sales since consumers will leave shopping carts once they were prompted to download the app. A good way to create a smooth, mobile shopping experience is to create a PWA.

A PWA is a website that creates an app-like experience but functions on any web browser. Throughout 2021, it is expected many brands will resort to creating PWAs instead of developing apps because it not only enhances user experience but also saves brands time and money.

3: Integration of Social Media

Social media has changed the way consumers shop, and how brands sell. Brands can now use social media to advertise products, build brand awareness, connect with consumers, and most recently, sell products. Almost every social media platform now offers a shopping platform for brands to sell products through their social media pages.

If you are an eCommerce brand and want to expand your consumer base, considering creating a marketplace on your Instagram or Facebook account.

4: Customized Packaging

The social media boom, and the corresponding growth of influencer marketing, has turned customized packing into an eCommerce must-have. A recent study found that 72 percent of Americans are influenced by package design. When a brand uses custom packaging, they become more recognizable, ensure buyers come back, and most importantly, create an opportunity for free marketing. Customers are more inclined to share products they purchased and tag the brand if it comes in nice packaging

5: Voice Shopping

Amazon changed the eCommerce game in 2017 when they released the Echo smart speaker because consumers could order products by talking to the speaker. In 2017, only thirteen percent of consumers used voice shopping, but by the end of 2021, it is predicted that 55 percent of consumers will shop with their voice. To prepare, eCommerce brands can make sure their website, and app, are optimized to offer voice-based navigation.

6: AI and AR

Before the pandemic, Artificial Intelligence (AI) and Augmented Reality (AR) were used by retail brands to generate personalized recommendations, answer questions with chatbots, and provide a realistic look at a product. Now, it has replaced the physical store. Jon Cheney, CEO of Seek AR firm, predicts the use of AR by retail brands will continue to grow even after the pandemic ends. Once people experience shopping from home with ease, they will no longer feel the need to go to a physical store.

7: Visual Commerce

Not only are AR and AI a trend, but the technology inspired another trend going into 2021 – visual commerce. Visual commerce refers to the use of videos, interactive content, consumer-generated media, and AR to give consumers an in-person experience of a product through the internet. Instead of only being able to view a static image of a product, consumers will be able to experience the product before ordering it.

 8: Free Shipping

Since 2014, free shipping has slowly been growing, and now most consumers view free shipping as a given and will abandon a shopping cart at the checkout if there is a fee charged for shipping. If you do not already offer free shipping, now may be the time to consider it for your business. Consider starting with a minimum-spend free shipping offer to test out consumer reactions.

9: Green Consumerism

Consumers have started to care more about where their products come from, what materials are used to produce them, how they are shipped, and the carbon footprint they will leave behind. Instead of blindly buying products, 65 percent of consumers purposefully buy products from brands that actively advocate for sustainability. This number is expected to grow in 2021.

To match consumer priorities, many eCommerce brands will adapt to more sustainable practices. If you consider making your brand greener, there a few simple steps you can take to make the transition easier.

First, take a clear stance on sustainability and set a hard deadline to make changes. Second, make a list of changes you want to make. The initiatives do not need to be drastic. For example, start sending out digital receipts instead of paper, switch to eco-friendly packaging, or look for eco-friendly versions of existing products. Lastly, announce the changes you have made and your plan for the future.

10: Pay Later

If you have been shopping online lately, you might have noticed the option to ‘pay-later’ or ‘pay in installments’ popping up at checkouts. Over the past few months, more brands have started to offer payment-delays for even small purchases, and consumers have been raving. This trend is expected to grow in popularity throughout 2021 as more people turn to eCommerce for their everyday shopping.

Joe Weppler / November 20, 2020

The Future of the Office

In the twentieth century, tech brought people to the office – but now it’s sending them home. For decades, employees needed to go to the office to use the fax machines, computers, phones and files they needed to complete their work. A sense of community and easier management were just added benefits. Since the start of the pandemic though, employees and employers alike have realized that shared office space is not as necessary as it once was, and tech is the main reason.

From messaging apps, video conferencing platforms, and shared docs, technology has allowed people to leave the office behind and work from the comfort of their homes – and be just as, if not more, productive.

It has been reported that since March, 62 percent of employed Americans have worked from home. Last year only 25 percent of employed Americans worked from home. Although the switch from working in the office to working from home was forced and not optional in many regions, many companies have realized that, although not perfect, working from home has many benefits and many are considering maintaining work-from-home even after the COVID-19 pandemic subsides.

One problem with working from home is the minimization of collaboration. Despite the various apps created to aid teams working from a distance, it is impossible to recreate the in-office experience. Managers have noted the lack of in-person conversations, inability to have daily run-ins in the hallways, and video meetings have negatively impacted creativity and company culture. For this reason, many businesses would opt to go back to the office at least part of the time instead of working exclusively from home.

Employees, on the other hand, report being more productive while working from home and 80 percent have enjoyed the time away from the office. One of the biggest benefits of working from home is the lack of a commute. Removing a daily commute to and from the office has created a better work/life balance which helps people decompress and feel ready for the next workday.

Will we ever go back?

If businesses do decide to go back to the office, there will need to be new measures in place to not only protect the health and wellness of employees but also create an environment that employees want to go back to.

The first decision businesses need to make is what the new function of the office will be. Will it be the same as it was pre-pandemic where the entire staff is present all the time, a hybrid model where employees can divide their time between work and home, or a collaborative space where employees only come in for meetings and training.

Whichever plan they pick, there will need to be new health and safety measures in place to protect staff and help people feel comfortable. Air filtration systems, touchless and contactless corridors, touchless technologies, carpooling programs to limit public-transit use, and increased sanitization are the most likely measures offices will need to implement to satisfy employees and health and safety committees.

The Rise of the Communal Office

Over the last decade, communal working spaces, like WeWork, have become more popular with young professionals, start-ups, and small businesses. Instead of having their office buildings, companies, or individuals, will opt to rent desks in a co-working space.

Many predict that communal offices will become even more popular after the pandemic. Companies have realized the benefits of employees working from home and now see offices as a place for communal work and training instead of everyday workspaces. Instead of paying monthly rent for entire office space, some organizations will opt to give up their big, expensive offices in urban centers, opting instead for smaller co-working spaces outside of city cores.

Joe Weppler / November 13, 2020

Preparing your Business for the Holiday Season

The holiday season this year is going to be a little different. Instead of rushing to the mall to find great deals and the perfect presents, consumers will be shopping from their laptops. Criteo, a leader in eCommerce marketing, found that 88 percent of consumers this year plan to shop online this holiday season. To adapt to the changing nature of shopping, businesses will need to pivot their focus to eCommerce and updating infrastructure to ensure they can handle the shift.

Here are three ways for businesses to upgrade their business plan and make it through the holiday season.

Improve User Experience

Over three-quarters of American consumers said they have shopped at new stores online since March when restrictions were put in place. Since there are so many competitors in the eCommerce field, companies need to stand out and build relationships with their shoppers. Enhancing the user experience of your website is a good way to attract more shoppers and build loyalty. A few ways to enhance user experience include:

Personalized recommendations: According to research from SWEOR, on average, consumers decide if they like a website within 50 milliseconds of opening it, and 38 percent will leave the website if they find it unappealing. An effective way to instantly grab a shopper’s attention is to highlight products you know they will like. Using consumer data, recommend items for each consumer on the front page and update your website to highlight popular holiday items. Including personal recommendations at the checkout and the bottom of the page will also help your website connect with shoppers.

Stock Updates: The biggest disappointment while online shopping is going to your cart, beginning checkout and seeing the notification that an item has sold out. Shoppers instantly feel deflated and often leave the other items in their cart without buying. Including real-time stock updates on your website will help curb any future disappointment and help build trust.

Improved Infrastructure: Having a slow website dissuades consumers. If a website does not load within three seconds, visitors are likely to give up and move to another site. As we go into the holiday season it is a good time to run a load test to see if your server can handle more traffic.

Upgrade your Shipping Practices

Shipping is an integral part of great customer service. A delayed or lost package can damage a shopper’s opinion of a brand and deter them from returning. This holiday season is going to be busy – and delays are inevitable – but there are a few steps your company can take in preparation to help you get through the season without a hitch.

Offer different options: Providing a variety of ways for shoppers to get their items does not only help mitigate your costs and effort, but also makes consumers happy. If you have a brick-and-mortar location, offer shoppers the option to pick up items in store. If possible, you can also offer same-day-shipping and free-shipping options.

Memorable packaging: A survey from Dotcom Distribution found that 40% of consumers are more likely to make repeat purchases from brands with premium packaging. A good way to step up your delivery is to use memorable packaging – and you don’t have to break the bank to do it. It can be as simple as including a company sticker on the box, custom tissue paper, or including promotional items in orders.

Adapt Marketing

With so many competitors out there, it is important to make your brand stand out. Adapting your marketing strategy during the holidays is a good way to keep your brand relevant and cut through the noise. Here are a few ways you can upgrade your marketing during the holiday season.

Offer free shipping and wrapping paper: Although the holidays are a crazy time for everyone, it can benefit your brand to take the extra step and offer your shoppers a little bonus. Offering free-shipping and wrapping paper during the holiday season is an easy way to show your shoppers you care, and even such a little action could turn them into repeat customers.

Holiday Content Calendar: Keeping a constant flow of content on social media platforms grabs consumer attention and increases the chances of shoppers making the jump from your social pages to your eCommerce site. From your blogs to each social media feed, create holiday-themed content that highlights not only your product but also your brand’s values.

Giveaways: Grab attention, and interest, by holding seasonal giveaways. Giveaways can be something as small as a gift card or even a gift basket with various items from your store or other local businesses.

Happy Holidays!

Joe Weppler / November 6, 2020

Reducing the Environmental Impact of Your Shipping Plan

The recent e-commerce boom has positively impacted retailers and shoppers by increasing the bottom line and making shopping easy. Shoppers love the convenience of being able to browse, select and receive from the comfort of their homes. The development of same-day and two-day shipping has only increased the desirability. Unfortunately, e-commerce and the highly desirable same-day shipping does not benefit the environment.

When e-commerce and home-deliveries first started to become prominent in the retail world, it was praised for being beneficial for the environment. Researchers determined online shopping was ‘greener’ than brick-and-motor shopping since fewer people are making personal trips in their car and multiple orders could be delivered at one time in one truck. But these predictions were made before the boom of same-day deliveries and the prominence of convenience shopping online.

The desire for quick deliveries limits any environmental benefit of e-commerce. To fulfill all the same-day orders, retailers now rely on multiple delivery drivers to fulfill orders and need to use more packing materials. At its worst, with one delivery per trip, carbon emission can be 35 times greater than a delivery-van making multiple-stops.

The holiday season only increases the environmental impact.

Every year, retailers see a spike in orders during the holidays. From Thanksgiving to New Year’s Day there is an increase of 25 percent in extra waste from retail shipping alone. As we go into the holiday season it is a good time for businesses to reconsider their shipping practices to help curb excess waste.

Decrease Package Material Waste

One of the best ways to cut down on your business shipping waste is to cut down on the material you use to ship an item. Instead of using the same size box for every order, consider the size of the item or items being shipped and the size of the box needed to keep the items safe while shipping. Your company may first need to invest in shipping software to help optimize packaging. The software can develop packing presets based on your items and create a list of rules based on dimensions and weight of the order, so you fully utilize the box and do not waste any cardboard.

Using a smaller box is not the only way to cut down on waste. Using less package filler and switching to digital packaging slips and receipts waste less paper and plastic and cut down on your carbon emissions.

Use Biodegradable Packaging

According to a study by the Fast Company, 165 billion packages are shipped in the US each year– equal to more than one billion trees. All the packages are shipped in a large cardboard box, filled with plastic-wrap, tissue-paper, and wrapped in masking tape. Although the cardboard boxes used are technically recyclable, most of them end up in the landfill and not the recycling plant because they are deemed too contaminated to be recycled.

Switching to a biodegradable alternative –such as air-pillows made of recycled materials mushroom packaging, and organic materials like hemp or recycled cotton– can help cut down on the waste that ends up in landfills and oceans.

As a bonus, biodegradable packaging is not only good for the environment. It also benefits your companies, and your customers, wallets. Biodegradable packaging tends to be less expensive to create and is lighter compared to non-biodegradable alternatives. Since biodegradable packaging weighs less, it is cheaper to ship.

Reduce, Reuse and Recycle

If you are not ready to make the switch to biodegradable materials, consider opting for recycled materials instead. Using recycled materials for both boxes and fillers can help reduce waste and save you money. Boxes are not the only shipping items you can get made from recycled paper, many companies now offer recycled mailers, fillers, and cushioning.

Bundle Items

Recently retailers have opted to remove minimum spending requirements on the delivery order. Before a shopper would need to spend on average 25-50 dollars, and therefore need to buy a couple of products, before qualifying for two-day shipping. Enforcing minimum spending would reduce the number of carbon emissions by limiting the number of trips made, and reduce cardboard waste. Now consumers are free to order one item which increases the number of delivery trips and boxes used.

As a retailer, opting to enforce minimum spending would make it easier to bundle items. Doing this would reduce not only your business’ carbon emissions, but also reduce the amount of packaging used and save you costs in shipping and packaging.