In the competitive, fast-moving world of ecommerce, no business can risk being left behind – understanding the latest technology, customer buying habits and trends is central to staying up to date and ahead of the crowd.
This year, things are moving faster than ever before – make sure you’re clued up and ready for the future by understanding these three key ecommerce trends for 2015.
Get mobile – it’s here to stay!
The figures don’t lie. Last year (2014), more than a third of e-commerce orders were made on a smart phone or tablet – and this year, that figure is only going to rise further.
This isn’t a new trend – over the past 2 years, mobile sales have gone up by over 175%. It shows no sign of slowing, with over 50% of ecommerce traffic now coming from mobile devices.
The message for ecommerce businesses is simple – if you aren’t focused on mobile, you should be. In practice, that means making it as easy as possible for your customers to order on the go on a full range of mobile devices, whether that be through a dedicated app or a fully responsive site.
24 hour shopping
Customers are always connected, and that means they’re always buying. Whether they’re on their tea or lunch break at work, on a smartphone whilst commuting, or on their tablet in bed, people are shopping at all times of the day or night.
What’s more interesting is the different devices and platforms they’re using at different times of the day – and there’s loads of information out there about usage trends.
Savvy e-commerce businesses can use this data to tailor effective PPC advertising plans at peak times, targeting consumers on their preferred platforms when they’re at their most receptive.
Ecommerce orders from social media are skyrocketing – they went up by over 200% in 2014 alone! The ad platform on Facebook and Twitter is becoming more advanced all the time, and is starting to deliver real results.
Shopify data from the last 12 months also shows some key differences in how e-commerce customers engage with advertising on different platforms – opening up real opportunities for businesses to take advantage.
For instance, on desktop, Facebook ads only account for around 5% of traffic to ecommerce sites – but on mobile, it’s over 7%. In addition, only 12% of mobile traffic comes from search engines, whereas this figure is over 18% on desktops.
The message seems to be that consumers act more spontaneously on mobile devices, making more discovery-based impulse purchases – so if you’re not advertising on social media, maybe it’s time you were.