Marketing Trends 2023 (Part 2) – These Four Developments Are Crucial for Successful Marketing in E-Commerce
The e-commerce trends for 2023 impact various areas of online commerce. In our last post, we took a closer look at the trends in e-commerce strategies. However, new opportunities are also emerging in marketing, and already established channels are gaining further importance. We will take a detailed look at the key marketing trends for 2023 in e-commerce: Here’s what online sellers should pay special attention to in the coming year.
Marketing Trends 2023 – Customers Want to Experience the Extraordinary
Marketing in online commerce is dynamically changing with the needs of customers today. This is particularly evident in the marketing channels, which have become increasingly extensive in recent years. However, not only have the channels evolved, but the technologies have also advanced, offering new, innovative customer experiences. Because that is precisely what marketing trends for 2023 in e-commerce are all about: creating a unique customer experience.
1. Social is King in E-Commerce: Growing Importance of Social Media
The trend towards social commerce and discovery commerce on social media platforms should not be underestimated in e-commerce. On one hand, this trend affects e-commerce strategies. On the other hand, social commerce also has a significant impact on the marketing of online sellers. The reason: different rules apply on social media compared to traditional email marketing. This is particularly evident through the increasingly relevant discovery commerce. Here, potential customers “discover” products based on the information that Facebook sporadically displays in users’ feeds according to their interests.
In general, on social media: the shopping experience is seamlessly integrated into the entertainment experience. Johannes Altmann, founder of Shoplupe, confirms the importance of discovery commerce: “A user research project I conducted showed that consumers do not feel inspired by online shops. While we create a few inspiring shop pages and some impulse purchases occur, these often rely on a combination of attractive prices and offers. Products need to find their customers, and they do so on Facebook or Instagram.”
“A user research project I conducted showed that consumers do not feel inspired by online shops. While we create a few inspiring shop pages and some impulse purchases occur, these often rely on a combination of attractive prices and offers. Products need to find their customers, and they do so on Facebook or Instagram.”
Johannes Altmann, Founder of Shoplupe
In particular, Generation Z is becoming the marketing focus for online sellers. Not only do they spend a lot of time on social media platforms, but they also increasingly expect to find an embedded shopping experience there. The trend towards social commerce is evident in the continuously expanded e-commerce features that Facebook and Instagram offer to businesses. The sales potential on social media is expected to continue to grow in 2023.
2. AR, VR, AI, Metaverse, and NFTs – Innovation Power for Online Commerce
In the coming year, online commerce will increasingly engage with innovative technologies such as Augmented Reality, Virtual Reality, Artificial Intelligence, the Metaverse, and Non-Fungible Tokens. Major companies like Adidas and Zalando are already testing VR applications to maintain contact with sellers and customers and to present new products and stores. The increasing testing has been driven by the COVID-19 pandemic, which forced retailers to respond quickly and find new ways to connect with customers.
For sellers, AR and VR applications can be quite beneficial for product presentation in the online shop – entire pop-up stores, like the ones Zalando tested in Madrid, are still more of an exception. However, even smaller applications can provide customers with valuable service and thus a better customer experience, especially in the clothing segment: VR can help customers get an impression of how a garment will look on their own body before making a purchase. And all of this can be done with just a few clicks.
AI will play a significant role in the e-commerce trends for 2023, particularly in personalizing content and product suggestions – more on this in point seven. The Metaverse and digital collectibles, known as Non-Fungible Tokens (NFTs), are gaining more attention, especially in e-commerce marketing. The Metaverse and NFTs are already seen as promising opportunities to significantly strengthen customer loyalty. Sellers can use NFTs to offer customers exclusive digital products or discounts securely.
The Metaverse can also serve as an expanded sales space to introduce new products to the community. However, how the Metaverse and NFTs will evolve is still uncertain, as Hagen Meischner, Partner Manager at Shopify, explains: “Perhaps the Metaverse will eventually develop into a digital video conferencing platform or something similar, and NFTs can be embedded in other technologies to enhance the security of digital transactions. But I don’t think NFTs will establish themselves in the long term as standalone digital products that consumers will buy.”
“Perhaps the Metaverse will eventually evolve into a digital video conferencing platform or something similar, and NFTs can be embedded in other technologies to enhance the security of digital transactions. However, I don’t think NFTs will establish themselves in the long term as standalone digital products that consumers will buy.”
Hagen Meischner, Partner Manager at Shopify
3. User Generated Content in Marketing for Increased Credibility
Speaking of community: E-commerce companies should focus even more on content marketing created by users for users in 2023. User Generated Content (UGC) is the key to increased credibility in content marketing. Whether it’s customer photos or videos – content created by customers for other customers is far more effective than pure brand advertising that is polished to a shine. The importance of User Generated Content for e-commerce in the coming year is highlighted by survey statistics: for example, 66 percent of 19 to 26-year-olds report reading customer reviews before making an online purchase. For sellers, this means placing more focus on UGC and less on glossy advertising.
4. Personal Instead of Mass – Personalization Remains a Key Success Factor
The same applies to customer engagement. A personal approach is now 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 momentum each year. Therefore, personal engagement is one of the most important e-commerce trends for 2023. This applies not only to offers but also to customer support. Sellers should ensure that customers can reach personal support – this can be effectively achieved through the integration of a live chat, which also provides a new customer experience.
Crucial for Success: Focus on Authenticity, Personalization, and Social Media
Marketing in e-commerce will need to place even more focus on the personalization of content in the coming year to reach customers. An important aspect is also authenticity. Instead of glossy marketing, community management and user-generated content play a crucial role in making customers feel connected to brands and companies. Furthermore, marketing will increasingly be embedded in the customer experience – especially on social media channels.
Image credit: © AAYDESIGN – stock.adobe.com
