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What to Expect from eCommerce in 2020

November 26, 2019 by Nikki Lanzer

What to Expect from eCommerce in 2020

This entry was posted on November 26, 2019 by Nikki Lanzer

While there’s nothing more charming than stepping into a “Mom n’ Pop Shop” for custom clothes or vintage books, most people today just don’t have the time for that sort of shopping experience. Between work, family, and millions of other daily responsibilities, it’s just easier to get all that tedious shopping done at the click of a button.

What’s more, data shows that ecommerce will stay continually on the rise.

According to Statista.com, ecommerce has risen from accounting to roughly 7% of global retail sales in 2015 to a likely 13.5% in 2019 (and 17.5% by 2021!). And as we move steadily toward a new year, these three trends can help us predict what we can expect from ecommerce in 2020.

1. Mobile Commerce

With people spending, on average, 3 hours and 15 minutes on their phone per day, it’s no

wonder that some of that time is allotted to shopping online. While companies used to design their digital checkout flow for desktop and considered their mobile performance later, this line of thinking is becoming outdated. More commonly, we’re seeing a rise in mobile-first ecommerce design due to the sheer amount of time shoppers spend on their smartphones.

However, this is a double-edged sword, as shopping cart abandonment rates tend to increase when users go from desktop to smartphone. Funder.com found that shopping cart abandonment rates were 73.1% for desktop shoppers but 85.6% for mobile shoppers. It’s impossible to know why this is the case but important to know that it definitely is the case.

The result? 2020 will likely see an even higher rise in mobile commerce but, unfortunately, will also bring higher cart abandonment rates along with it. However, there are some ways to reduce this risk, which brings us to our second trend for 2020: PWAs.

2. PWAs

With keeping mobile commerce in mind, one of the largest trends that we’ll likely see in 2020 is a larger adoption of Progressive Web Apps (PWAs). The reason is simple: PWAs are faster, more efficient, have offline capabilities, and are better for engaging customers with push notifications than mobile websites. PWAs also create twice as many ecommerce transactions than their mobile site counterpart.

Oh, and they’re also cheaper to make than native apps. The bottom line? Everybody seems to win with PWAs. Developing native apps from scratch requires specific technologies for both platforms. In the case of a PWA, all that’s required is HTML, CSS, and JavaScript.”

The result? 2020 will bring a rise in PWAs to engage with their users and cut costs. Though they aren’t flawless, the benefits of PWAs bring more advantages to both company and client making both parties happy to adopt this increasingly popular tech.


3. Voice Search

Google Home, Siri, and Alexa have slowly started to creep their way into our daily lives. Despite reports of these devices invading our privacy by listening to everything we’re saying (even when we don’t want them to), they bring about too many benefits to be ignored, the biggest in having the ability to search for items you want, when you want, with minimal effort. Now, you can nearly search for things online just about as easy as you can think about them. And research shows just how popular it is.

DBSWesbite.com suggests that 41% of all searches are now conducted by voice and there is a mainstream belief that by 2020, this number will rise to around 50% (though some feel that this statistic is debatable). Whether you buy into the extent to which voice search will become the norm, the fact is that it’s a growing trend and will change how people do business, particularly in the world of ecommerce. But maybe not in a way that affects consumers.

The change will actually impact marketers more than anything. Over the last few years, Search Engine Optimization has helped businesses climb to the top ranks of Google. With time, SEO has nearly become an exact science that online businesses have used to drive traffic and conversions. Now, marketers will have to adapt to the way they write their website’s copy to make sure they are satisfying both Google and meeting their potential clients’ search intent as people search differently when the speak than when they type.

In the end, however, the advantages of voice search are enjoyed by the consumers. More security, better user experience, and ease of site navigation are all aspects that make shopping online via voice more enjoyable than via keyboard (which has always been a pain, anyway).

The result? In 2020, voice search will increase and shift the way marketers approach their site’s content/product descriptions. However, from a consumer standpoint, little will change for the worse and they’ll have a better UX overall.

Some final remarks

It’s clear that ecommerce isn’t just a fad soon to pass. If anything, ecommerce will probably dominate retail over the next few decades. What’s important for companies, however, is to stay on top of the latest ecommerce trends to better engage with and provide for their clients.

After all, with 12 - 14 million ecommerce sites on the web today, if you can’t keep up with the times, your customers won’t be hard-pressed to find another company that can.