Social commerce, smart logistics and Big Data, main trends in eCommerce in 2020

A 2020 of challenges for retailers

Voice commerce, artificial intelligence and social commerce, among other emerging technologies, will attract the attention of consumers in 2020.

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El eCommerce live a golden moment in the Spanish market. The e-commerce business volume in Spain exceeded 41.500 billion euros in 2018, 32% more than the previous year, according to the report “Electronic Commerce in Spain B2C 2018” by ONTSI. Internet users make an average of 50 purchases a year, which means 4 monthly purchases, with accommodation reservations, transport tickets, clothing and accessories, leisure tickets, and home delivery being the most in-demand categories in 2018.

 

In this context, Webloyalty, a leading company in generating additional income in eCommerce which offers loyalty solutions to encourage repeat purchases, has analyzed the eCommerce trends that will set the pace for retailers in 2020. “Consumers demand that interaction with brands be fast, personalized and effective at any time and place” , it states Paula Rodríguez, Business Development Director of Webloyalty. “Mobile shopping, through the mobile channel and social networks, loyalty programs, smart logistics and cutting-edge technological tools such as voice commerce, chatbots or data analysis, will determine the trends of retailers in the coming months.”

 

The mobile phone as a device to buy online 

 

Although the computer continues to be the favorite of Spaniards to buy online, the mobile phone is gaining market share thanks to advances in security in mobile payments, as well as the convenience of buying anytime, anywhere. According to Statista, the mobile share in e-commerce is expected to exceed 2020% by 70. And as for mobile shopping apps, they are also on the rise. 77% of consumers affirm that they search for information and purchases through these tools, according to the report “X-rays of Transactional Apps Users” carried out by Webloyalty in collaboration with IPSOS.

 

Social Commerce, to buy without leaving social networks

 

El influencers marketing revolutionized social networks just a few years ago. A new twist places online purchasing through social channels without the need to leave user profiles. Instagram announced the launch of Instagram Checkout, which allows you to sell within the app without the user being redirected to an external website. Available to date in United States, this functionality promises to transform a sector like fashion, whose average spending per inhabitant was €430 in 2018, according to an EAE report.

 

 

Loyalty programs, such as shopping clubs or cashback programs, are a trend to achieve recurring customers

 

 

Loyalty and online subscriptions

 

Loyalty programs are one of the most common marketing techniques to increase a business's online sales, and will continue to be so in 2020. The programs that most effectively build consumer loyalty are points programs, shopping clubs or wallet or cashback programs, which return a minimum of 10% of the purchase made. Regular customers are 50% more likely to buy in a store and the average ticket increases by 30%, according to some studies.

 

Travel and personalization

 

The tourism sector champions online shopping. Therefore, it is not surprising that in 2020 the trend in the eCommerce applied to Go through more sustainable, ecological and social tourism, where nature is respected and climate change is taken into account. Technology will also play a fundamental role in this area with a marked trend towards personalization. Some experts point out that receiving advice about a destination on your mobile phone or, instead of a card, using your phone to enter your hotel room will soon be common realities.

 

Voice commerce

 

Voice shopping continues to boom. 2018 marked the success of voice devices, such as Amazon Alexa or Google Home, with a peak in sales during the Christmas period. Today, consumers can order food at home with voice command or buy any other type of product, so retailers who do not want to be left behind will have to adapt their omnichannel strategy for these devices.

 

Big Data, Artificial Intelligence and chatbots

 

The eCommerce They generate a large amount of data, but only those companies that extract insights will be able to obtain the added value to the volume of data. The combination of the use of algorithms, machine learning and chatbots to create conversations with users and personalized customer service will also be essential in the coming months.

 

Smart logistics

 

The use of Big Data and artificial intelligence applied to logistics They allow you to know the stock of merchandise and the situation of each product in real time. And, based on demand, replenishment can be carried out and produced in a personalized way, as well as intelligent order preparation lines can be applied according to sales estimates.

 

Regarding logistics in the final phase of the eCommerce, known as the 'last mile', trends in collection lockers, delivery centers or micro-warehouses in parking lots or spaces in shopping centers.