Top E-Commerce Trends to Help Set up Your 2018 Marketing Strategy
Online shopping has opened a world of opportunities, both for retailers and buyers. For retailers, it has opened a new market and helped them reach potential customers they couldn’t have reached otherwise. For those who buy, it has ensured a convenient, simple and quick way to purchase stuff without ever having to leave their home.



Among the trends that are expected to dominate the year of 2018 when it comes to e-commerce, the most certain one is that it’s set to grow further. Namely, in 2016, an average US online buyer spent 1,634 dollars shopping on the internet, and this number is expected to grow in the forthcoming years, reaching almost 2,500 dollars in 2021. This means that if you’ve already set up an online shop, you made the right decision, and if you haven’t, you should probably do it as soon as possible. Here are a few trends you should pay attention to in 2018 if you’re a part of the e-commerce market.

Focus on mobile

The number of people who use their phones to browse the internet and buy online has been growing steadily for years and it’s not going to drop any time soon. Hence, businesses will be focusing on improving the user experience for mobile shoppers. The conversion rate for buyers using their smartphones is around 1.5 percent, substantially less than the desktop conversion rate which is around 3.5 percent, but the strength of mobile users is in the numbers. Half of the traffic on e-commerce websites is coming from mobile devices, and getting these people to convert will be one of the challenges for the digital marketing experts. Naturally, optimizing your website and updating your design to make it more convenient for mobile users will be a must this year.



Conversion rate optimization

This year, optimizing conversion rates will be in focus, both for desktop and mobile users. The number of online buyers will undoubtedly continue to grow, and it’s up to the retailers to take advantage of that. They will be expected to optimize their shops and invest in marketing strategies that could improve the percentage of sales and conversions. There are all sorts of ways to increase this number – from offering people free shipping to adjusting your checkout process and changing the color and position of your call-to-action buttons. Since optimizing your conversion rate is a very important and complex process, having a professional advertising agency to help you with it might be the right thing to do.

Use the power of videos

Videos were relatively recently discovered to be a very useful tool to employ in digital marketing. All the statistics suggest that videos have come here to stay and that they will probably be preferred by social networks’ algorithms in the years to come. Using videos on your e-commerce website will quite soon become vital, since it radically increases important numbers like the conversion rate, average session duration and organic traffic gained from search engines. Also, have in mind that video is the media of the new generations – 74 percent of millennials find watching a video helpful when comparing different products.



User-generated content

Another way of improving your conversion rates is allowing customers to review your products. In general, having any UGC on your website, whether it’s text reviews, photos or videos is going to be very important in 2018. Try to encourage your customers to send you their thoughts or any kind of material related to your brand, whether via social media or directly to your website. People value and trust this kind of content much more than what you personally have to say about your product.

Cyber November

There are two important dates for retailers in November – Black Friday and Cyber Monday, the former being traditionally related to brick and mortar shopping, and the latter being the symbol of online shopping. However, both of these have seen a steady rise in the percentage of purchases being made online. In fact, the whole month of November is becoming quite a popular time of the year for shopping. That’s why a lot of retailers are looking to make November the month of sales and discounts for online buyers. You should definitely think about doing the same in 2018.

All in all, for e-commerce businesses, 2018 will be a year to look forward to. Online shopping is going to be on the rise in the following years and you should make sure to make the best of it. However, the fact that more and more people will start buying from their laptops and smartphones will make a lot of your competitors go online as well, so stay up-to-date with the latest trends and try to adapt and change your game a little bit in order to stay ahead of them.

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