As ecommerce becomes more popular and easier to use, consumer behavior is shifting. Consumers are adopting other technologies that aid them in their purchases. Voice technology is expected to grow by 127% over the next year, while the use of artificial intelligence will grow by 70%. Shoppers want faster, easier purchase journeys, and many retailers already harness an ecommerce platform to provide that experience.
Meanwhile, customers are making more purchases using mobile devices. Mobile and desktop are now neck and neck, each accounting for 46% of ecommerce orders in the first quarter of 2019. Traffic share, however, is much higher on mobile (64% compared to 29% on desktop), which suggests that some shoppers start researching on mobile or through an app, but fire up their computers to finalize a purchase.
Retailers can take advantage of this trend, which was apparent during Cyber Week 2018. More shoppers bought on their phones this year than on any other device, with mobile order share the highest on Thanksgiving Day at 54%.
Ecommerce is putting the consumer in charge of retail. Increasingly smarter technology, additional ways to complete a purchase, and a focus on the customer journey help make retail a more customer-centric industry. All of these improvements have caused an increase in the number of channels consumers use to interact with a brand, which in turn gives brands more opportunities to grow.
Customers want to connect with ecommerce brands on multiple platforms and channels, and those channels change and update regularly. Today, your customers may share your Facebook posts, tomorrow they may reply to an email marketing campaign, and next week you may send them a text to update them on the status of their order.
With multiple channels come multiple, disconnected sources of data and new abilities, such as the option to make purchases without leaving social media (think Instagram Shopping). All these data sources means it’s more important than ever to collect, organize, and analyze that data.
On average, brands use 39 different systems to manage consumer data, making collecting and recognizing insights across channels difficult if you don’t have the right technology in place. To stay agile amid an expanding array of channels and touchpoints, retailers need a single system that can consolidate data from many sources. As brands adapt to customer expectations for interacting and purchasing across numerous channels, ecommerce leaders need to be able to use their data to their advantage.