10 Ecommerce Trends Retailers Saw In 2015

3 min read
Dec 26, 2015 1:03:17 PM

Shoppers increasingly opt to purchase online rather than in brick and mortar stores. Online shoppers are predicted to spend as much as 370 billion American dollars by 2017, a 139 billion dollar increase from 2012. Each year, new trends in digital marketing and ecommerce store practices make online shopping easier, and more appealing. Here are the top ten trends that emerged and shaped the ecommerce landscape in 2015.Trends_Retailers_Saw_in_2015.jpg

10. Same-day delivery

In 2015, Amazon’s same-day delivery service gained mainstream popularity and challenged other large retailers like eBay to offer immediate delivery services too.  It ALSO posed a HUGE threat to brick and mortar stores by making it possible to have a product immediately despite shopping online rather than in the store. 

While large retailers with warehouses had the advantage in this emerging trend, smaller online retailers got in on the action too with tactical strategies. Small retailers offered customers same-day delivery by charging premiums, limiting delivery to the local market, working with couriers, express delivery services and carriers, and by using fulfillment services.

9. Mobile wallets

Mobile wallets emerged in 2015. Mobile wallets made it possible for online shoppers to click on items they wanted to buy across various stores and add the purchases to one payment method. While PayPal emerged many years ago, more efficient apps such as LoopWallet for android, Softcard for iPhone and android users, and Paypal’s mobile app gained popularity among Gen X users in 2015.  

8. Online marketplaces

In 2015, retailers flocked to marketplaces like Amazon, eBay, and Rakuten. The trend will continue and was set off by a desire on the part of small retailers to get exposure to a larger customer base. Like having an item placed in a popular grocery store, retailers who sell in marketplaces have the opportunity to come in contact with customers who otherwise might not have heard of their brand or product. While digital marketplaces will grow, they won’t replace retailer’s stores.

7. Location targeting

Location targeting took off in 2015 as platforms such as Facebook, LinkedIn and Twitter and storefront tools such as SmartMerchandiser offered retailers easy access to demographic data that included location. This enabled retailers to personalize the shopping experience based on a user's local needs. For example, in 2015, instead of everyone seeing the same homepage, a shopper from Florida might see bikini options in March, whereas a Utahan might see scarf options.

6. Responsive design 

As mobile purchases gained in popularity, nearly every retailer in 2015 took on the challenge of offering a mobile-friendly version of their site. Similarly, site designers took more time to ensure that their pages loaded quickly so as to ensure that customers stayed and shopped rather than bounced to another site.

5. Combine content with commerce

While content marketing has been popular for at least the past five years, the evolving nature of SEO has encouraged retailers to integrate articles and engaging content into their product pages. In 2015, online shoppers enjoyed being entertained while surfing for the items they needed. The line between content and sales will continue to be blurred.

4. Remarketing 

In 2015, smaller retailers who previously didn’t experiment with remarketing gave it a go! Remarketing gave the internet’s little guys an affordable way to follow their customers to YouTube, and to their favorite websites. Remarketing’s ability to “always be on the customer” will continue to appeal to retailers who are seeking to establish a foundation of loyal customers. 

3. Content repurposing 

Retailers in 2015 who wanted to stay in front of their customers but continually present them with high-quality content were able to repurpose their most compelling content. This included transforming blog articles into YouTube tutorials, SharePoint slideshows, and visually compelling infographics. The trend will continue as repurposing continues to streamline a brand’s voice and message with even more precision upon each iteration. 

2. Social commerce 

In 2015 popular bloggers increasingly played a role in the business of small and large retailers alike. Online retailers incentivised digital personalities with large followings to endorse their brands, or outright paid them to do so. The impact of social commerce will continue to grow in 2016. 

1. Real-time analytics

The improvement of analytics reporting tools made it possible in 2015 for retailers to adjust their storefronts to respond to real-time shopping trends. For example, when items were flying off the shelf, so to speak, retailers could quickly put them on their digital storefront homepage. Likewise, if items were sold out, retailers could remove them from the digital store until the item was back in stock, to prevent disappointing customers.

Keep up! 

In 2016, retailers that will capture customers and drive sales will embrace the trends of 2015 and go beyond by delivering personalized, rewarding shopping experiences. Stay tuned for tips and tricks for how to stay ahead of your competitors in 2016.

Are you a retailer that wants to take the next step with their social media and needs help attracting new customers through Facebook? Download our free eBook today!

attract facebook customers


Get Email Notifications