Latest eCommerce Trends to Keep Track of in 2024

With over 26 million businesses, companies must stay on top of eCommerce trends to stay above the competition.

After all, eCommerce trends can impact various aspects of your business, including how you promote yourself, target audiences, and market your brand.

Bearing that in mind, I’m sure you’re ready to jump in and check out the trends I’ve got for you today, right? That’s excellent, as there are plenty of ‘em, so let’s get going.

In this blog post, we’ll explore the latest eCommerce trends, strategies, challenges, and opportunities to make the most out of your eCommerce business.

Table of Contents

Key Takeaways

Many impactful eCommerce trends, from AI to sustainability, VR, AR, social commerce, and omnichannel support, can grow your brand.
Technology has also driven eCommerce forward, especially machine learning, live streams, and direct messages. These are all worth implementing if possible.

Emerging eCommerce Trends for 2024

So, what kinds of trends in the eCommerce sector are shaping 2024? Here are the most emergent ones for the first half of the year.

Rise of mobile commerce

You can’t discuss eCommerce sales trends in 2024 without mentioning mobile commerce or mCommerce. The sales for this sector will hit $558.29 billion in 2024 in the United States, which shows how profitable mCommerce is.

And why shouldn’t it be? Over 4.88 billion people around the world own smartphones, a number that’s positioned to rise to 5.28 billion in 2025.

So, what do people do on their phones?

Marketing Charts breaks it down as so:

Although this data is from late 2021, it still holds up today. Most people use their phones for communication, including email. Online shopping is the fifth most popular activity.

Americans’ average phone screen time is four hours and 37 minutes in 2024, which is a lot! It’s six days per month and 70 days per year. That’s a lot of time spent shopping.

Prospective customers can find your eCommerce store through internet searches, recommendations via friends and family, email marketing, social media marketing, and more.

Since people always have their phones by their side, they can immediately research your brand and complete their transactions that day.

Although there’s a growing preference for online shopping via one’s phone, you must remember that your audience is not everyone. Using segmentation is more important than ever to target prospective customers who are ready to buy.

You also need a site optimized for mobile, or your bounce rate will go through the roof. Here are some pillars of mobile-friendly web design to utilize:

Prioritize a responsive design.
Keep your website loading speed within eight seconds by compressing images, cutting out extraneous code, and caching.
Create clear navigation menus.
Select mobile-ready fonts.
Use CTA buttons, especially above the fold.
Test your website before it goes live.

Taking these strides today ensures your eCommerce company can enjoy stable profits as the mCommerce market continues its boon.

Enhanced personalization metrics

How well do you know your customers? Even if you think it’s well, you could always afford to learn more. After all, knowing your audience like the back of your hand is one of the pillars of eCommerce success.

Unsurprisingly, enhanced personalization is a rising trend in the eCommerce market in 2024. More and more businesses have begun utilizing AI to boost their personalization, an area in which it’s exceedingly effective.

How so? AI can go through large quantities of audience data quickly and gather insights on your customers that you might have missed or not thought of. That’s not a knock on you. It’s just that you’re human, and AI isn’t.

AI can then personalize the entire customer shopping experience from start to finish based on the data it generates. It can recommend products that interest your target market, generate or find photos of said product, write email and social media copy, and select marketing messages to which your target market will be most receptive.

AI can even automate when those marketing messages go out and to whom.

In that regard, AI takes much of the tough work off your plate so you can focus on other elements of your eCommerce business that AI can’t do. I’m referring to product ideation, testing, and professional relationship management.

Social commerce expansion

The intersection of eCommerce and social media has given birth to social commerce. I discussed social commerce in my guide to B2B eCommerce trends. If you missed that post, allow me to explain to you here how it works.

Social commerce cuts out the middleman. When consumers connect with a brand on social media, they can browse their store and complete purchases without leaving the platform.

As you can imagine, social commerce makes the shopping experience extremely easy. That explains why it’s growing in popularity and why, this year, there are an estimated 110.4 million shoppers in the US using social commerce. That’s roughly 50.3% of social media users and 42% of internet users.

I predict that’s only the beginning. Integrating shopping features on social media platforms provides myriad benefits, such as:

Potential bigger audience reach: Social media is a vast network with billions of global users. Social commerce isn’t limited to those who already follow you. Anyone who sees your eCommerce brand through advertising or recommendations can purchase your products on social media, increasing your reach.
Frictionless shopping: The convenience factor of social commerce can’t be beaten. The frictionless experience saves consumers the time to visit your website from social media. They can do all their shopping on a single platform, which increases the chances of them completing a purchase.
Larger order value: Data indicates an interesting correlation between order value and social commerce shopping. Customers are usually willing to spend more money, perhaps because it’s so easy to shop. Either way, that’s more cha-ching for your eCommerce business.
Cost efficiency: Setting up social commerce is a cost-effective strategy that can pay back major dividends for your eCommerce business. You can save on your promotional efforts and drive profits.

Adoption of AR and VR

The intersection of eCommerce and technology doesn’t stop at AI. Virtual reality (VR) and augmented reality (AR) have also hopped on the bandwagon.

Let me explain how both technologies further elevate the shopping and customer experience. AR, a unique and exciting blend of real life and 3D, and VR, which is wholly 3D and interactive, allow customers to engage in the ultimate online “try before you buy” experience.

This is incredibly valuable, considering customers cannot find your products in stores. Those who might be reticent about purchasing a product, especially a more expensive one, will find that being able to try it on, in a matter of speaking, puts their mind at ease.

While I say, “try it on,” don’t get it misconstrued. This doesn’t only apply to clothing brands and footwear companies. Home goods retailers can use the power of AR and VR to let customers preview what that new vase or dining table set would look like in their homes.

Customers can also try new makeup shades on their faces, not to mention hats, jewelry, sunglasses, scarves, belts, and other accessories.

As you can see, the power of AR and VR is massive and will be a huge driver of the eCommerce industry in the years to come and certainly throughout the rest of 2024.

Voice search optimization

How often do you say “Hey, Siri” or “Hey, Alexa” daily? If so, you’re among the millions who utilize voice search.

According to Search Engine Land, the number of voice assistants sold in 2024 is poised to hit 8.4 billion. That means more people have voice assistants in their homes and offices than ever before.

How one searches using a voice assistant differs from when using a computer. The search terms are much more conversational with voice search, meaning businesses have had to retool their SEO and optimization strategies. That goes for your eCommerce business as well.

If you don’t already use conversational keywords on your website, it’s time to dig for relevant search terms to incorporate into your copy. Many conversational terms are long-tail keywords, but not exclusively. Think [service] “near me” keywords.

Besides your website, now is also a great time to improve your Google Business profile, optimizing it for local searches.

Technological Advancements Driving eCommerce

Of course, where would we be without technology to guide us in our aspirations of growing our eCommerce store?

We certainly wouldn’t be where we are today, that’s for certain. Let’s look at some of eCommerce’s biggest areas of technology growth across the decade so far.

AI and machine learning

You’ve gotten a taste of what AI is capable of in eCommerce, and it’s nothing short of stunning. We’re just scratching the surface regarding what AI can do for businesses, which is exciting. Who knows what AI trends we’ll discuss next year or the year after?

Back here and now, AI is driven by a cool knowledge model known as machine learning. The long and short of it is that when you train AI to do something, it will get better at it the more it does.

It’s like when you sit down and learn to play the piano. Practice makes perfect, right? Except for AI, it won’t take hundreds of hours to learn. It can do so rather quickly and continually improve.

That’s how businesses use AI to perfectly replicate their brand tone in copy, from email to social media posts. They don’t write any of it, as the AI has used machine learning to nail the branding.

Digital wallets

While many of us still carry a physical wallet for driver’s licenses and credit/debit cards in our back pockets, digital wallets are quickly becoming the preferred payment method.

A digital wallet is an app or widget that stores your payment options electronically. For example, Apple Digital Wallet lets you add debit and credit card credentials. If you have any gift cards, you can put them in your wallet and add tickets to upcoming events.

Digital wallets are advantageous for several reasons. Unlike the real thing, you can’t leave yours at home because whoever thinks of walking out of the house without their phones? That’s right, no one.

You could leave your card at home, whether by accident or intentionally, for safety reasons but still shop like you have it because its credentials are stored digitally.

Checking out is also a lot easier. Customers no longer have to wrangle with a chip reader or swipe and swipe some more. You know that pain, I’m sure.

The only downside of digital wallets is that if someone steals your phone, they have access to your card, but it’s easy enough to shut down the card with a quick phone call to the bank.

DMs

Sliding into someone’s DM looks slightly different nowadays, at least if you’re a business. Many companies have begun using various DM services on social media platforms to communicate with their audiences.

Speaking via DM is still personal (only you and the customer can see your conversation) and feels transparent. Customers can ask questions and expect answers in real time.

Rather than hire someone to manage your social media accounts and respond to messages as they come in, you’re better off integrating social media with a CRM. You can track all DMs as they arrive, so your customers are never left in the dark.

Livestream shopping

Do you remember the days of the Home Shopping Network or QVC? I might be dating myself a little bit, but I do. If you’re unfamiliar, those channels were essentially huge infomercials with product demonstrations and customer call-ins.

While people don’t shop that way anymore, that doesn’t mean the days of the infomercial are done entirely. Today, live-streaming platforms from YouTube to TikTok allow you to put your products on display live to elevate sales.

These live streaming retail platforms take social commerce to a whole new level!

Sustainability in eCommerce

Trends in consumer behavior since at least 2020 have pointed toward an increasing appreciation and expectation for sustainability across eCommerce practices.

You have many ways to embrace our unique earth and do your part as an eCommerce business. Here are some sustainability practices to implement.

Switch to sustainable packaging

Today’s packaging materials run the gamut, meaning you’re no longer stuck with materials that take too long to break down in the environment. Ditch the single-use plastics and embrace recyclable, biodegradable packaging materials such as mushroom packaging, corrugated cardboard, reusable plastic tubs, or packing paper.

Rethink your shipping methods

From suppliers to warehousing, you might want to reconsider the partners you work with to make order fulfillment happen.

The closer these facilities are to your headquarters, the less distance a customer’s order has to travel, which is better for our planet.

More than only focusing on the distance of your shipping partners, you should also choose them based on their eco-friendly practices. Businesses that use environmentally conscious transportation methods and better-for-the-earth packaging best meet your objectives.

Encourage recycling

Make it known that your packaging is recyclable and persuade your customers to recycle it when they’re done using it.

This can make the world a better place!

Start a carbon offset program

Your eCommerce business might consider a carbon offset program to be even greener.

For example, you can kickstart a landfill management program, store carbon, and support reforestation and other green objectives.

Minimize returns

While customers will ultimately initiate a return regardless, and you can’t take away returns altogether, you can reduce audience reliance on returns by ensuring your products live up to expectations.

Upload clear, high-resolution images and videos of your product, showcase many reviews and testimonials, and write clear copy detailing the product’s features, benefits, and specs.

If you offer clothing and anything else wearable, provide a sizing chart to ensure the item fits when it arrives.

Customer Engagement Strategies

What trends have helped eCommerce businesses more efficiently connect with customers for better engagement?

I’m glad you asked! Here are some of my favorite strategies worth trying.

Omnichannel support

Today, customer support has become more encompassing than ever. Rather than only offering omnichannel marketing services, eCommerce businesses should also provide omnichannel support, from text messages to DMs, emails, and live chat.

AI makes implementing around-the-clock live chat support easy based on machine learning. That’s right, you can teach the AI how you want it to respond, then sit back and watch as it helps your customers when your business is closed or you’re taking some time away.

Live commerce events

Livestreams are an excellent way to showcase your products to interested audiences. You can demonstrate how the product works, how to put it together, and its benefits live on social media. Use this time to preview several of your products in a collection as applicable.

You can take live calls or answer questions over text, connecting meaningfully with your audience.

Challenges and Opportunities

I’ve said it before on the blog, but it bears repeating.

If eCommerce were easy, everyone would do it. That’s why it’s worth studying the difficulties you could run into and how to turn them into workable opportunities.

Adapting to rapid changes in technology

Technology stops for no one, including eCommerce businesses. You can feel like you’ve just made one alteration to your strategy, then turn around, and boom, here’s another technological advancement.

If it sounds exhausting, that’s because it is. Since technology is always changing, your eCommerce business must be future-minded. That doesn’t mean choosing every new technology out there, as that can be extremely expensive, and if some tech fails, so can your business.

Rather, you should focus on what’s coming down the pike and select which updates would augment your business. For example, changes to your CRM that make it more efficient are worth investing in.

Consumer behavior shifts

Just as often as technology is reborn anew, it can seem like consumers change their minds about what they like.

Hopefully, your audience isn’t that fickle, but if they are, AI will come in handy for identifying what your audience currently likes and their future interests.

Handling competition

Does it seem like your eCommerce competitors keep growing by leaps and bounds each year? It’s not your imagination; indeed, they are. As eCommerce becomes more popular, the competition will continue to grow steeper.

You must be ready to differentiate yourself. Here’s how:

Review your brand. Is it time for a refresh or rebrand? If it isn’t, can you do anything to solidify your brand now?
Redesign your website, optimizing it for mobile and desktop use. Ensure it has your branding front and center and is easy to navigate.
Refresh your marketing and ad campaigns, studying metrics to determine how to reach your target market more effectively.
Engage with your audience through email marketing, sending messages at least weekly to keep your brand at the forefront of your mind.

Conclusion

Many key trends have shaped what the eCommerce industry looks like as 2024 rolls on. It’s a crowded, technology-driven industry in which sustainability matters, strong branding is required, and omnichannel marketing and customer service are necessary.

Businesses must wholeheartedly embrace these and other emerging trends to stay competitive!

EngageBay is an all-in-one marketing, sales, and customer support software for small businesses, startups, and solopreneurs. You get email marketing, marketing automation, landing page and email templates, segmentation and personalization, sales pipelines, live chat, and more.

Frequently Asked Questions (FAQ)

1. What are the top eCommerce trends for 2024?

The biggest trends in eCommerce are sustainability, AR and VR, social commerce, voice search optimization, AI, and mCommerce or mobile commerce.

2. How can AR and VR impact my eCommerce business?

VR and AR give customers a preview of what your product will look like in their homes or on their bodies. It’s an excellent way to get a feel for a product’s value without being able to see it in a brick-and-mortar store.

3. What role does sustainability play in eCommerce?

With an increasing focus on sustainability, eCommerce businesses have paved the way for showing how supply chains can go green, reducing emissions, lessening their carbon footprint, and using packaging materials that can be renewed, remade, or recycled.

4. How important is mobile optimization for eCommerce sites?

Incredibly! Most people who find your eCommerce website will be on their phones or mobile devices. If your site isn’t geared toward them or loads too slowly, they will leave and turn to your competitors.

5. What strategies can businesses use to enhance customer engagement in 2024?

Improving customer engagement is about the customer journey and forging a meaningful connection. Strengthen your customer service (using AI and omnichannel measures if you aren’t already), provide a knowledge base to tap into an audience’s need for self-service, and open your DMs to customer queries.