Marketing Trends 2023 (Part 2) – these four directions are crucial for successful marketing in E-Commerce
E-Commerce trends 2023 cover various areas of online retail. In our last post, we took a closer look at the trends in E-Commerce strategies. However, new opportunities are emerging in marketing, and already established channels continue to gain importance. We will closely examine the most important marketing trends of 2023 in E-Commerce: what online sellers should pay special attention to in the coming year.
Marketing Trends 2023 – Customers Want to Experience Something Extraordinary
Marketing in online retail is dynamically changing today in accordance with customer needs. This is particularly evident in the promotion methods, which have become more diverse in recent years. But not only the channels, technologies have also evolved and offer new, innovative experiences for customers. After all, this is what the marketing trends of 2023 in E-Commerce are about: a unique customer experience.
1. Social Media – The King in E-Commerce: The Growing Importance of Social Media
The trend of E-Commerce towards social commerce and Discovery Commerce on social media platforms cannot be underestimated. On one hand, this trend relates to E-Commerce strategies. On the other hand, social commerce also has a significant impact on the marketing of online sellers. The reason is that different patterns operate in social media compared to, for example, traditional email marketing. This is particularly evident through the increasingly relevant Discovery Commerce. Here, products are “discovered” by potential customers based on information that – in this case – Facebook periodically displays in users’ feeds according to their interests.
In general, in social media: the shopping experience is seamlessly integrated into the entertainment experience. Johann Altmann, founder of Shoplupe, confirms the significance of Discovery Commerce: “My user research project showed that online store consumers do not feel inspired. We create several inspiring store pages, and some spontaneous purchases occur, but they are often based on a combination of attractive prices and offers. Products need to find their customers, and they do this on Facebook or Instagram.”
“My user research project showed that online store consumers do not feel inspired. We create several inspiring store pages, and some spontaneous purchases occur, but they are often based on a combination of attractive prices and offers. Products need to find their customers, and they do this on Facebook or Instagram.”
Johann Altmann, founder of Shoplupe
First of all, Generation Z is becoming the focus for online sellers in marketing. They not only spend a lot of time on social media platforms but also increasingly expect to find an integrated shopping experience there. The trend towards social commerce is manifested, in particular, through the constantly expanding E-Commerce features primarily offered by Facebook and Instagram. The sales potential in 2023 on social media is expected to continue to grow.
2. AR, VR, AI, Metaverse, and NFTs – an innovative force for online commerce
Online commerce next year will be more than ever, interacting with innovative technologies such as augmented reality, virtual reality, artificial intelligence, metaverse, and non-fungible tokens. Already, major companies like Adidas and Zalando are testing VR applications to maintain contact with sellers and customers, as well as to showcase new products and stores. The increase in testing was triggered by the coronavirus pandemic. Commerce had to respond quickly and find new ways to connect with customers.
For sellers, AR and VR applications, for example, in an online store for product presentations, can be quite useful – entire pop-up stores, like Zalando tested in Madrid, still remain more of an exception. Even small applications can provide customers with valuable service and thus improve the customer experience, for example, in the clothing segment: here, VR can help get an idea of how the clothing will look on one’s own body before purchase. And all of this with just a few clicks.
AI, in turn, will play an important role in E-Commerce trends for 2023 for personalizing content and product offerings – more on this in point seven. The metaverse and digital collectibles, so-called non-fungible tokens (NFTs), are receiving increasing attention, especially in E-Commerce marketing. The metaverse and NFTs are already being viewed as a promising opportunity to significantly strengthen customer loyalty. Thus, sellers can use NFTs to offer customers exclusive digital products or discounts.
The metaverse can also function as an extended trading space for presenting new products to the community. However, how exactly the metaverse and NFTs will develop is currently unclear, as Hagen Meischner, partnership manager at Shopify, notes: “The metaverse may someday turn into a platform for digital video conferencing or something similar, and NFTs could be integrated into other technologies to enhance the security of digital transactions. But I don’t think NFTs will become standalone digital products that consumers will buy in the long term.”
“The metaverse may someday turn into a platform for digital video conferencing or something similar, and NFTs could be integrated into other technologies to enhance the security of digital transactions. But I don’t think NFTs will become standalone digital products that consumers will buy in the long term.”
Hagen Meischner, partnership manager at Shopify
3. User-generated content in marketing to increase trust
Speaking of community: E-Commerce companies in 2023 should focus even more on user-generated content for users. User-generated content (UGC) is a key term for increasing trust in content marketing. Whether it’s photos or videos from customers – content created by customers for other customers is much more effective than pure brand advertising that looks glossy. How important user-generated content will be next year for E-Commerce is shown, among other things, by survey statistics: 66 percent of people aged 19 to 26 say they read customer reviews before making an online purchase. For sellers, this means focusing on UGC and less on glossy advertising.
4. Personally, not mass – personalization remains a criterion for success
The same applies to the topic of customer engagement. Personal communication is already expected by the majority of customers. In a Sendcloud survey, 52 percent of respondents confirmed two years ago that they want personalized offers from sellers. The trend towards personalization is gaining more popularity each year. Personal engagement, therefore, is one of the most important trends in E-Commerce for 2023. This applies not only to offers but also to customer support. Sellers must ensure that customers can receive personalized support – this can be achieved, for example, through the integration of live chat, which also offers a new customer experience.
Marketing in E-Commerce next year will need to focus even more on content personalization to reach customers. Authenticity is also an important aspect. Instead of glossy marketing, community management and user-generated content play a crucial role in making customers, brands, and companies feel connected. Furthermore, marketing will increasingly be integrated into the customer experience – primarily on social media channels.
Image credit: © AAYDESIGN – stock.adobe.com
