The e-commerce sector is constantly growing and innovating, as evidenced by 2017 e-commerce statistics. A huge 82% of individuals in the UK purchased online in 2017, the highest percentage in the EU*. We present the 3 e-commerce trends that have set the industry alight in 2017.
Improving the customer experience
Nowadays, most customers share their experience publicly, whether directly on the e-commerce site or via social media. This practice can quickly decide a company’s reputation. One of the main goals defined by e-commerce companies in 2017 was therefore to optimize their customer experience, and this was achieved in various ways.
Extended range of services
FAQ, online chat, availability on social media, personalized quotes, choice of payment methods, 24-hour express delivery, free returns… All these methods are good ways of optimizing your customer experience and standing out from the crowd.
Omnichannel customer service
The face of customer service has changed completely over the years, especially through channel diversification. More and more companies offer multichannel support (email, telephone, online chat, social media, instant messaging, etc.), which enables customers to contact sellers on whichever platform they prefer.
Personalizing the process
To achieve the perfect customer experience, the customer must feel unique and special. You therefore need to accompany him or her throughout the purchase process.
Part of this is achieved through communication: emails and messages must meet the customer’s needs and address the individual personally, so that they feel as though the offer is only for them.
The other half of this involves the products and services you offer: you must target the customer’s needs by offering what they need throughout the purchase process.
Data driven marketing strategy
Data-driven marketing consists of strategic decisions based on the analysis and interpretation of customer data. This method involves examining and organizing data to pinpoint consumers and personalize messages and services.
The rise of artificial intelligence
Artificial intelligence has seen considerable growth in 2017, and is likely to be the protagonist of 2018 in the e-commerce sector.
A frequently used example of AI in the industry is “machine learning”, which takes into account sales history and website traffic to analyze internet users’ behaviour and offer them personalized recommendations. A predictive model is created for each used, so that the most relevant results for them are displayed first.
Chatbots are another example of AI whose popularity grew exponentially in 2017. They can read, understand and respond to customer queries accurately and appropriately, or pass the customer on to a human agent if they do not know the answer.
With all this in mind, we can expect to see huge technological advances in the e-commerce sector in 2018.
Multilingual e-commerce
This year, like every year, a professional translation is key if you want to establish your business abroad. On any e-commerce site, consumers are five times more likely to buy if the website is available in their native language.
*Source: Eurostat e-commerce statistics for individuals
