Natalia Wiszewska Estimated reading time: 7 minutes
E-commerce is one of the fastest-growing sectors in global trade, and trends in this field are always full of surprises.
Over the years, we have seen many changes that have had a huge impact on how we shop online. However, what will the future bring? What new trends and technologies will dominate e-commerce in 2024?
In this article, we will explore several key trends to expect in the future.
The Growth of B2B E-commerce
E-commerce is no longer solely the domain of retail trade. Companies are beginning to recognize the potential of online sales, and more and more of them are opting to move their business operations into the digital realm. This means that the e-commerce market will no longer just be a place where customers buy products, but also a platform where companies make wholesale purchases.
The growth of e-commerce in the B2B sector stems from various factors, including:
- Changes in purchasing behavior among companies,
- Increasing competition in the market,
- Advancing digitalization of the economy.
Companies are realizing that using e-commerce platforms in their business relationships can bring many benefits, such as increasing the efficiency of purchasing processes, saving time and money, and expanding the base of potential customers.
Video Content for Product and Service Promotion
Presenting products and services through video allows customers to gain a better insight into what a particular company offers and to become more integrated with the brand. Companies will use video for product promotions, instructional videos, and live streams that enable direct interaction with customers.
It’s worth noting that the development of video technologies, such as 360-degree cameras or virtual reality, opens up new opportunities for companies looking to engage their audience. With such innovations, customers can virtually immerse themselves in the environment presented in the video material, significantly increasing engagement and emotional connection with the brand.
Case study: Nissan's 360 Ads
With the successful reboot of the Star Wars series, Star Wars has returned to pop culture. Nissan capitalized on this by creating a new 360-degree video ad promoting the new Rogue in conjunction with the premiere of the film Star Wars: Rogue One last fall.
Viewers are taken on a “test drive” of the Nissan Rogue, with a 360-degree view of a Star Wars battle sequence featuring familiar landscapes and characters such as Imperial Storm Troopers.
Through the “Battle Test – A Nissan Rogue 360 Experience” ads, Nissan was able to leverage new 360-degree video technologies while tapping into marketing nostalgia even for casual Star Wars fans.
Since the release of the ad, Nissan claims that Rogue sales have increased by 50 percent compared to the previous year, surpassing the Altima as the automaker’s best-selling model.
E-commerce on Social Media Platforms
Social media platforms like Facebook and Instagram are starting to introduce shopping features that allow users to make purchases directly from these platforms.
This means that online stores will have even greater access to potential customers and will be able to reach them through the platforms where they spend the most time.
The integration of shopping on social media platforms will blur the line between browsing content and making purchases.
With the integration of shopping features on popular social media platforms, companies can create more personalized offers tailored to the preferences and behaviors of users. This opens the door to more effective targeting and increases the chances of conversions.
Sustainable E-commerce: Zalando
Issues of sustainable development are becoming increasingly popular among both companies and consumers. In 2024, sustainable e-commerce is expected to be a dominant trend.
Zalando has committed to achieving climate neutrality by 2025 and is implementing a series of initiatives to achieve this goal.
What exactly is Zalando doing for the climate?
- It offers a wide range of products from brands that prioritize environmental protection and ethical production. The platform also has its own brand, “Zign,” which offers clothing made from eco-friendly materials.
- It constantly strives to reduce the amount of packaging used for shipping orders. The platform has introduced, among other things, recycled boxes and biodegradable films.
- It invests in pro-environmental projects to neutralize the CO2 emissions generated by its operations. The platform supports projects in forestry and renewable energy, among others.”
Beyond environmental responsibility..
Zalando informs consumers about products using symbols that provide more details about the production of each item (beside the offer), including:
- Organic materials and ingredients
- Innovative materials
- Refillable option
- Cruelty-free
Symbols appear on the side of the offer
Zalando has a special series of unisex, inclusive and adaptive fashion (for people with disabilities). When looking for clothes, there is a special filter called ‘adaptive features’.
You can search for products with functionalities for wheelchair users, for example
The models on Zalando’s website are of different ages, races, heights and weights, reflecting the diversity of society and allowing customers to more easily identify with the fashion presented.
Modelki są nie tylko różnej rasy, ale też wieku!
Real-Time Dynamic Pricing
In 2024, companies are expected to leverage AI and machine learning technologies even more to dynamically adjust prices. Algorithms will analyze data on customer preferences, competition, and market conditions to adjust prices and offers in real-time.
The B2B platform Droplo for wholesalers and dropshippers has already implemented this innovative strategy. Prices and inventory levels on Droplo are updated 24/7, and the platform automatically synchronizes this information with integrated online stores.
As a result, stores using Droplo can adjust their product prices in real-time based on current demand, competition, and other market factors. This, in turn, provides several benefits, including:
- Increased sales: Adjusting prices to current market trends allows for maximizing sales and seizing opportunities.
- Margin improvement: Price automation eliminates the risk of losses and ensures maintaining an optimal margin level.
- Time savings: Manual price adjustments are time-consuming. Automating this process allows stores to focus on other aspects of their operations.
Droplo is a pioneer in the e-commerce industry. This platform proves that artificial intelligence can revolutionize how online stores manage prices and increase profitability.
One-day delivery
Fast delivery is one of the most important selection criteria for customers. We can expect one-day delivery to become a standard in Polish e-commerce.
By using intelligent warehouse and delivery route management systems, companies are able to optimise processes and increase delivery efficiency. As a result, customers can enjoy not only a faster, but also a more precise and personalised delivery process.
For more trends, see the e-commerce 2024 report
This article outlines just a few of the key trends you can expect to see in e-commerce in 2024. If you want to know more details and how you can adapt your operations to the changing market, download our full report on e-commerce in 2024.
This is an extremely valuable publication that will help you to be a leader in your industry and achieve success in the e-commerce market. Download the report now!