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Customer Experience

Top E-Commerce Trends That Will Continue to Grow In 2018

Technology and the expectations of consumers change continuously to reflect new market trends. As 2018 moves in, e-commerce businesses should also update themselves by strategizing new and innovative ideas to stay competitive. It helps to stay on top of ecommerce trends to keep ahead of the competition.

Our Parcel Perform experts asked around and identified a few trends likely to continue into 2018 that you may want to take note of:

Great Customer Experience Becomes A Must

great customer experience - happy customer

“By 2020, customer experience will overtake product and price as the key brand differentiator.”

(Source: Walker Info)

In fact, a great experience in the shopping process is so important, consumers are even willing to trade data for it: 58% of millennial consumers would share personal data in exchange for product recommendations that meet their needs. (Salesforce) This phenomenon has most of the companies out there increasingly competing on the basis of customer experience. In recent years, platforms such as Amazon play a huge role in raising user expectations as they lead in showing consumers the future e-commerce experience, effectively raising the bar for the industry. There are a lot more reasons why you should be paying attention to customer experience. But more important is what you can do in order to improve and leverage on this trend.

Omnichannel Approach Becomes Crucial

Omnichannel approach

“About 85% of online shoppers start a purchase on one device and finish on another.”

(Source: Google)

In 2018, it will still be lacking to merely have a presence on multiple channels. You need to heavily coordinate marketing efforts across all of those channels as well as devices so as to provide the customer with an integrated shopping experience, be it shopping online via a desktop or mobile device, or in a bricks and mortar store. To create a seamless customer experience, keeping all aspects of your e-commerce strategy such as branding, messaging, navigation and design consistent throughout across all channels and devices is crucial.

The Move Towards Mobile Continues

Consumers are going mobile

Mobile is going to play an increasingly bigger role in online shopping numbers in 2018 with increased dependency on mobile and the lure of convenience being able to shop on the go any time.

M-commerce, as it is called, presents new challenges to merchants as they need to figure out how to sell in this channel to this influx of mobile shoppers, while not neglecting the conversions they are still getting from desktop devices, which still make up the bulk of their sales. The fact now is the average consumer is a well-versed omnichannel shopper who may not actually use mobile devices to purchase, but instead browses extensively across various devices before deciding to purchase. This trend isn’t limited to online experience either. According to Google, 42% of customers will research via mobile while in a brick-and-mortar store. This means that whether or not sales are actually coming from mobile shopping, it has become a crucial consumer touch point and marketing channel. Thus, having your store optimised end-to-end of the shoppers’ buying journey is not an option – it’s mandatory. Ensure a seamless experience across multiple devices: Your website should be responsive with quick and user-friendly check-out processes and navigation; the overall look and feel across multiple devices should also be consistent.

Live Video Streaming Gets Increasingly Popular – For Good Reason

Video is getting more popular

Video is rising in popularity and will continue to. Top marketers here knows that it pays to act fast. As a result, video advertising is among their top channel spend. Live streaming video is the trending way to attract your customers. Not only does it draws the attention of your audience, you also leverage on live video to educate your customers on your products and services. For your ecommerce business, live video streaming gives you the opportunity to build up trust within your customer base as they are able to put a face (or a real live talking person) to your online store brand.

It is estimated that by 2020, video will make up 80% of all online consumer Internet traffic (Forbes).


This is the first of the 2-part series for Top E-Commerce Trends That Will Continue to Grow In 2018. Watch this space for more to come.