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Blog / Style & trends / 8 Ecommerce Trends Reshaping Online Shopping (2024)

Style & trends

8 Ecommerce Trends Reshaping Online Shopping (2024)

8 Ecommerce Trends Reshaping Online Shopping (2024)
Sandra Ķempele

By Sandra Ķempele

10 min read

In 2024, online retail is buzzing with innovation, driven by rapid technological advancements. 

In this blog post, we’ll dive deep into the transformative ecommerce trends shaping the industry. Whether you’re just curious about ecommerce or are actively planning to start your own online store, these trends will help you recognize what’s on the horizon in the ecommerce field. If you’re a business owner, understanding the digital marketplace dynamics can empower you to make better strategic decisions, anticipate market shifts, and know how to position your product offerings to meet current and future demand.

Join us as we unpack the top ecommerce trends to watch in 2024, providing you with insights and actionable advice.

From hyper-personalization to the increasing use of virtual try-ons, let’s explore how cutting-edge technologies redefine the way businesses connect with customers. 

Additionally, we’ll examine the growing importance of mobile optimization, voice commerce, and sustainable practices—all crucial for staying competitive in a forward-thinking market. 

Read on for 8 key ecommerce trends that are shaping the industry. Let’s dive in!

Personalization has long been a key element in ecommerce that lets businesses tailor the shopping experience to each customer’s preferences. In 2024, this is set to evolve dramatically with the advent of hyper-personalization powered by artificial intelligence (AI). 

AI algorithms are adept at mining consumer data to uncover patterns like online purchase history, browsing habits, and product preferences. Ecommerce store owners can now analyze in-depth data on customer behavior, likes, dislikes, and past interactions.

Personalization also extends into marketing, with AI helping to craft personalized messages that strike a chord with each customer. This includes tailored product suggestions in emails, precisely targeted ads, and timely product alerts designed to improve customer engagement.

Additionally, hyper-personalization influences website design, dynamically adjusting layouts to better suit individual browsing patterns and device usage. For example, this may involve changing the user interface based on the device type or modifying the content displayed based on recent interactions—to ensure seamless, highly personalized shopping experiences.

So, where should you begin? Start by collecting shopping data about your customers, like browsing patterns, purchase history, and any other relevant information accessible through your ecommerce analytics tools. It’s also helpful to implement behavioral tracking to monitor page visits, time spent on pages, items added to the cart, and purchase history.

Next, dedicate some time to research and select the right personalization tools that seamlessly integrate with your current ecommerce platform. Some popular tools include Google Analytics for tracking and AI-driven recommendation engines like Klevu for targeted recommendations.

a woman looking at a phoneDelivering a personalized shopping journey. Source: Klevu AI

Finally, personalization extends into the growing buyer demand for custom products. Sellers looking to offer unique, personalized products can do so with a print-on-demand service like Printful.

In this dropshipping model, custom products are only created after an order is placed. This reduces the risk of unsold stock and delivers a personalized shopping experience for your customers.

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The rapid expansion of the smart speakers market, projected to grow to over $35.5 billion by 2025, underscores a significant trend: voice commerce. This sector is anticipated to soar, marking a crucial opportunity for ecommerce businesses. 

As devices with voice assistants like Amazon Alexa, Google Home, and Apple’s Siri become more mainstream, they transform customer shopping habits. The convenience and speed of voice commerce offers many benefits, so we can expect an increasing number of shoppers turning to voice commerce in the future. 

So, what does this mean for ecommerce stores? Voice commerce includes optimizing content for voice search by focusing on natural language processing and conversational queries. Plus, it’s possible to add robust voice command functions to ecommerce platforms. 

For example, Walmart has integrated Google Assistant into its shopping platform so customers can add items to their shopping cart using simple voice commands like “Hey Google, add milk to my shopping cart.” This way, a grocery list can be updated on the go, providing an efficient, hands-free experience. Plus, voice search technology improves accessibility, attracting a broader customer base.

a black speaker on a tableAmazon Echo smart speaker. Source: Pexels

Augmented reality (AR) is a valuable technology for retailers, especially for ecommerce and dropshipping businesses. AR technology enables customers to visualize products in their own environment before buying, addressing common online shopping concerns such as size, fit, and style compatibility. 

Virtual try-ons enabled by AR reduce the guesswork, resulting in a 20% higher conversion rate and more ecommerce sales. A customer can now see how a sofa looks in their living room or how a pair of glasses fits their face, minimizing the likelihood of returns and increasing buyer confidence.

a screenshot of a phoneVirtual try-on feature for glasses. Source: IOLLA

For example, the Shopify AR tool allows you to overlay augmented images and 3D models of your products into real-world settings. This feature is seamlessly integrated with Shopify stores and supported by popular apps like Threekit and Araya, making it a highly accessible option for ecommerce businesses interested in offering virtual try-ons.

Integrating AR into your ecommerce site enriches the shopping experience and provides a significant competitive edge. Online retailers with branded AR experiences are 41% more likely to attract customer interest than those without. 

Moreover, with advancements in machine learning, extended reality (XR), and virtual reality (VR), tech-savvy brands have numerous opportunities to deliver interactive, immersive experiences for online shoppers. These innovations are key to fostering customer loyalty and setting the stage for a transformative 2024 and beyond.

The dominance of mobile shopping continues to grow, with more buyers turning to their smartphones for shopping. In 2023 alone, mobile commerce generated an impressive $491 billion in sales, highlighting the immense potential of this market. 

Ensuring a smooth customer journey is crucial. That includes a responsive website design that adjusts to different screen sizes, fast page load times, and intuitive navigation leading from product discovery to checkout.

Plus, the widespread use of mobile wallets and payment technologies such as Apple Pay and Google Pay has transformed the checkout process, making it faster and more secure. Ecommerce sites with a mobile-first strategy are well-positioned to capture a larger market share, as convenience becomes a key factor for a positive customer experience.

a person holding a phoneResponsive website design on mobile devices. Source: Pexels

A staggering 73% of consumers worldwide are committed to changing their shopping habits to lessen their environmental impact. This growing customer base is actively seeking out brands that demonstrate genuine environmental responsibility. Key actions include minimizing packaging waste, using sustainable materials, supporting fair labor practices, and reducing carbon footprints. 

For brands looking to build or maintain trust, sustainability can no longer be a mere talking point; it must be backed by tangible, measurable progress toward sustainability goals. Brands that can authentically communicate their commitment to these principles are positioned to win the loyalty and trust of an increasingly conscientious market.

The Luxe Collective is a standout example of a brand mastering sustainable ecommerce by specializing in selling pre-loved designer items—accessories, shoes, and bags. By engaging with the circular economy, Luxe Collective extends the lifespan of high-quality items.

This business model appeals to style-savvy individuals seeking authentic, high-end products at more affordable prices and those dedicated to sustainable living. Plus, the brand reduces new manufacturing costs, minimizing its environmental footprint.

a collage of a variety of shoesSource: The Luxe Collective

Dynamic pricing (also known as surge pricing, demand pricing, or time-based pricing) is a strategy where businesses set flexible prices for products or services based on current market demands. 

This approach uses algorithms and real-time data to adjust prices automatically in response to factors such as changes in supply and demand, inventory levels, competitor pricing, and customer behavior. Dynamic pricing aims to maximize revenue and profitability by offering the right price at the right time to the right customer. 

Dynamic pricing is widely used in industries like airlines, hospitality, and entertainment. In recent years, dynamic pricing has often been used in ecommerce, where prices can be adjusted swiftly and frequently.

In retail, this pricing strategy helps implement promotions and discounts that appeal to price-sensitive consumers. For dropshippers, dynamic pricing lets you adjust prices quickly in response to trending products. As some items gain popularity, prices can be increased to capitalize on growing demand, ensuring the business maximizes its profit margins during peak times.

Omnichannel shopping is a retail strategy that provides customers with a seamless, integrated shopping experience across multiple sales channels. This approach connects the dots between various customer touch points, including physical stores, online websites, mobile apps, and social media. 

The key to successful omnichannel shopping is integrating all these channels to let customers switch between them effortlessly. This means that information about inventory levels should be connected with your web presence so that customers can see real-time availability at their local stores online.

For example, a shopper might browse products on a brand’s mobile app, check the product availability in a nearby store, make the purchase online, and choose to pick it up in-store. Interactions should be smooth, with each channel providing relevant, synchronized information.

To bridge the gap between online convenience and in-store experience, Timberland introduced TouchWalls in their US flagship store. These interactive displays provide detailed information about their shoes and utilize NFC (near-field communication) technology, allowing customers to either add items to their online shopping list or purchase them directly in-store.

a man using a phone to display a shoe displayTimberland TouchWall. Source: Vimeo

Think of the omnichannel shopping experience as a mindset shift that can significantly improve your business by meeting customers where they are. In fact, retailers using 3-or-more channels are proven to increase customer engagement by 251% compared to single-channel retailers.

There are many tools available to help businesses build their online presence across multiple channels, from online marketing to physical retail stores. For example, HubSpot offers a wide range of capabilities, including CRM, social media, and analytics. Salesforce Marketing Cloud excels in creating personalized customer experience across different channels. 

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Artificial intelligence has quickly emerged as a revolutionary force in the ecommerce world, using customer data to transform how we shop online. Whether it’s through personalizing product suggestions or adjusting prices based on demand, AI is behind many of the exciting new features that make shopping online easier.

Another new ecommerce trend is the use of AI-powered chatbots. Recent findings from PwC indicate that nearly half of all shoppers (44%) are keen to use these chatbots to find product information before they buy, and over a third (35%) would appreciate the quick, efficient customer service AI-driven chatbots could provide.

However, integrating AI into an ecommerce website can seem daunting at first. For those new to this technology, a good starting point is to explore simple improvements like a chatbot that could respond to customer questions 24/7. 

By exploring AI-driven tools, your store is more likely to stand out in a crowded market while also meeting customers’ growing expectations for fast, responsive, and tailored shopping experiences.

a bunch of colorful wiresAn artist’s illustration of artificial intelligence. Source: Google Deepmind via Pexels

What’s next for ecommerce?

In 2024, the biggest ecommerce trends offer many opportunities for businesses to innovate and expand. For store owners, staying competitive means monitoring trends and actively incorporating them into business strategies.

From the rise of AI-driven personalization to the expanding capabilities of AR technology, there are vast opportunities for online retailers. Embracing these emerging technologies can transform your business, offering a more tailored and immersive shopping experience that meets customer expectations.

You shouldn’t overlook the importance of mobile optimization and voice search either, as they play increasingly pivotal roles in customer shopping habits. Plus, sustainable practices continue to influence buyer decisions, making them key for any forward-thinking ecommerce business.

The ecommerce industry promises exciting opportunities for those ready to learn and adapt. So, here’s to a successful journey ahead, filled with growth and innovation! 


By Sandra Ķempele on Jun. 4, 2024

Sandra Ķempele

Guest author

Sandra is a freelance writer and educator with a background in art and communication. She holds an MA in Art Museum and Gallery Studies, and in her free time enjoys reading, museum visits, and outdoor adventures.

Sandra is a freelance writer and educator with a background in art and communication. She holds an MA in Art Museum and Gallery Studies, and in her free time enjoys reading, museum visits, and outdoor adventures.