The E-commerce Trends to Watch in 2020, According to Adtaxi

by Madeline Hester
December 16, 2019

It’s hard to remember a world in which Amazon was best known for selling online books. In 2018, the e-commerce giant's North American segment generated over $141 billion in revenue from the sales of beauty products, clothing, electronics, toys, games, food and more.   

Amazon’s domination of the e-commerce space illustrates that the way consumers shop is evolving. Today, they expect faster shipping, multiple purchasing channels and a steady stream of social media interaction with their favorite brands. 

At Adtaxi, it’s Sales Manager Yael Zlatin’s job to understand how consumers shop. In order to connect clients with consumers through digital advertising, Zlatin said she and her teammates recognize the need to be present on multiple platforms during the discovery and conversion phases.

Zlatin broke down which e-commerce trends are changing the way consumers shop and interact with brands. Some themes? Personalization, omnichannel marketing and social media as a path to purchasing. 

 

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Personalization

“In the e-commerce industry, we understand that today’s shoppers are hard to impress,” Zlatin said. “The absence of personalization and brand scent drives shoppers away. Additionally, today's shoppers aren’t as loyal as they used to be. Personalization with e-commerce customers is the key to push shoppers toward conversion as well as increasing their lifetime value.” 

“Oftentimes, we see that the path to conversion is segmentation via paid media, email and retargeting of product shoppers,” she added. “Providing personalized communication, coupons and content will create a huge impact on a client’s shopping experience, which in turn drives brand loyalty.”

We recognize the need to be present in multiple platforms during the discovery and conversion phases.

 

Omnichannel Strategy

“Looking at a three-year window, we see that consumer confidence in e-commerce stays strong and grows year over year,” said Zlatin. “Mobile e-commerce shoppers surpassed $3 billion in purchases this past Cyber Monday. We also see that online shopping now exceeds 51 percent of total retail spending in the U.S. This has a tremendous impact on retail businesses with a digital component. It requires most business owners to adjust to an omnichannel business model incorporating e-commerce and retail sales within one holistic strategy.”

“We recognize the need to be present in multiple platforms during the discovery and conversion phases, Zlatin said. “It becomes more evident when examining attribution on different platforms and the number of touchpoints needed for conversion events. When looking at the customer journey, we need to understand the role each ad platform has in the journey and personalize our strategy by offering, product and platform. Going into 2020, we’ll watch how the industry’s holistic approach to marketing evolves to include omnichannel strategy and omnichannel creative execution.”

 

Social Media in E-commerce

“Social media has impacted our daily life including our path to purchase. Social media is an important driver for new brands and businesses to be discovered, creating a strong relationship with the consumer due to the amount of time people spend on platforms and how the platforms favor engagement,” Zlatin said. “Social platforms constantly evolve to meet the needs of online shoppers. Great examples would be the different call-to-action buttons on Facebook and the ability to checkout within the platforms.”

 

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