5 e-commerce trends to follow in 2023

Researches & Insights
February 6, 2023 / Author: Lizaveta Zhuk

If you’re involved in the world of business, it’s essential to pay attention to current e-commerce trends. The world of e-commerce develops and changes faster than a computer launches a day. Luckily, we have the most up-to-date information to help you improve your strategy for the new year.

Consumers tend to spend less, attentively and causily

Rising costs of living are affecting all users around the world. According to GWI research, 54% of users think the cost of living has risen over the last 6 months. As a result of increasing prices, many are taking precautionary steps and trying to cut their spending. On the top of a list of cutting spending is out-of-home entertainment, luxury items, and clothes. 

what do users concerned more about

Source: GWI

But being price conscious doesn’t equal stopping any spending, consumers simply reprioritize what and when they buy. While users are concerned about increased cost of living, they want to see reliability and trust from brands as well as purchase from brands that offer greater value — even if they aren’t actually cheaper. 

Social media become new search engines

Welcome to the internet, have a look around. Anything that comes to the mind of users can be found there. Since the internet has appeared, Google has been synonymous with searching for something. If users want to find a cafe for the evening, they search its location on Google. They want new shoes? They google it.

But the rise of social networks popularity and the development of their commercial features has turned the way of brand discovery and product research upside down. For young audiences social media has become the new search engines — 47% of Gen Z and millennials use social platforms for product research to make purchase decisions. 

What social networks do users use for brand research

Source: DataReportal

Now, if that sounds surprising, it’s time to think about advertising strategies on social networks. Moreover, social networks are a good way to showcase your brand, gain audience attention and ultimately increase a brand’s revenue.

consumers behavior in e-commerce rise in social network popularity social commerce

Source: shopify

Impulse purchase on the rise

Despite the user’s concern about increased cost of living, impulse purchases creep into even the tightest of budgets. Impulse purchases are items bought without any research or spending much time to think about it before buying, it’s something inspired by the moment. These can range from a cup with funny pictures to a travel trip for the next weekend. 

Top impulse purchase category

Source: GWI

Gen Z are more likely to indulge in impulse purchasing. According to GWI research, 4 in 10 zoomers impulse buy only at least once every 2-3 weeks. Social media plays the key role in the impulse buying of the young generation  as they spend much more time on social platforms discovering and researching new brands and products than ever before.

One more reason is that users want their online shopping to be more personal, seamless, and responsive — and they want that high value experience anywhere. More than 7 out of 10 like the convenience of instantly buying products where they’re browsing. 

Less users are looking for discounts but it’s still important for baby boomers

Coupons and discounts were always on the top of purchase drivers for consumers when they made a decision or had a dilemma about what products to choose. Interestingly, the number of customers who are looking for a best deal or discounts has decreased since 2020. Only 43% of users spend time searching for the best deals. Nowadays, quality, reliability and trust come first place.

However, discounts are still important for baby boomers with 42% of them are more likely to buy online with coupons and discounts. So if brands have target audiences with different age groups, it’s better to allocate users into different audience segments according to their ages. It may help choose the right triggers and create a more efficient advertising strategy.

AI will gain more popularity in e-commerce world

Despite the growing concerns about security of personal information on the internet, customers continue to demand personalized shopping experience. According to Cover research, more than 90% of users expect to be equal to or better than in brick-and-mortar stores. Personalization is a key to improve customer experience in 2023.

Personalization can be provided in a different way but the most efficient is to do it based on user data with the help of machine learning algorithms. It’s not surprising that in 2023 more brands will improve their advertising strategy by using artificial intelligence and machine learning for personalization.

How can AI help? For instance, it can analyze users behavior and provide ads for current users based on previous data and their interests. It helps shorten the path to conversion for users because of the highly relevant and smart advertising that helps to solve their needs.

The better solution that uses AI is programmatic technology. It helps grab audience attention at the right moment and in the right place when they are more likely to convert. For over 10 years, NT Technology helps brands interact with their target audience and boost their profit with custom programmatic solutions. We leverage unique and rich data, custom audience segments, multiple ad formats and the most efficient AdTech solutions to show ads only for high-intent users and to reach our clients’ goals. But it’s important to remember that each sphere of business needs  specific features for better performance — and we have developed some especially for e-commerce businesses. For instance, using dynamic retargeting,  our clients may increase sales over 2 times and more.

If you want to succeed and get strong results just contact us. We’ll develop custom ad solutions for you to help you perform at your best and raise your revenue.

In conclusion

The E-commerce world is changing day by day so it’s crucial to look for new tendencies on the sphere regularly. It helps brands stay up-to-date for their customers and get more value from their marketing efforts. However, it’s important to remember that only time will tell the future of e-commerce and what e-commerce trends are gaining a foothold. So experiment, try, and achieve new heights.