5 major developments in e-commerce in 2022

TThe transformation of physical shopping, the breakthrough of social commerce, the boom of the “super application” … Extended specialized in digital payments, Adyen Belgium, brings the main trends in digital commerce and means of payment in the years to come. For analysis.

The vast majority of consumers have opted for the simplicity of online shopping. Brands are adapting to this difficult trend by reconciling online and physical customer experiences.
But in order to win over the end consumer, it is now crucial to collect data from their customers in order to offer a personalized shopping experience.

Julien Marlier, State Manager of Adyen Belgium highlights 5 major trends in e-commerce and digital payments in 2022.

1-E-commerce is here to stay.

In just a few months, the world of travel, mass distribution and retail has made a huge digital breakthrough. As a result, (physical) stores are now increasingly demanding simplified shopping services where everything is organized online.
Newcomers, such as Fresheo Meal Delivery Service or Kazidomi Online Organic Store, are completely changing retail cards. To meet the needs of users in a rapidly changing market, online platforms will need to adapt and offer a variety of contactless and low touch (partially contactless) payment services.


2. Physical shopping returns, but differently.

Customers are increasingly able to move between the online and offline channels of their favorite stores. Transactions, for example, are carried out on a website and collected there, or products, conversely, are ordered in-store and sent home from an online store.
Brands that offer simplicity and personalization when ordering will come out on top. They will be able to get valuable information about their customers from payment data and adjust their offers accordingly. Businesses will be able to retain their customers by merging, for example, loyalty cards with payment services. With an integrated platform, brands will be able to collect data in one place and get a clear picture of their end consumer.


3. Social commerce promotes one-click shopping.

To keep up with the habits of consumers who are now in touch with their favorite brands on major social networks, companies are turning to social commerce by offering new shopping experiences.
Social media such as TikTok and Pinterest will soon offer in-feed advertising, as Facebook and Instagram already do. After seeing an attractive product in a TikTok video, the consumer can, for example, order an item directly via a link to the order page.


4. Stores in the form of “super applications”.

In the coming months, there will be a proliferation of “super applications” based on payment methods such as “Buy now, pay later”. Such applications will become real all-in-one stores, where the consumer will perform all his actions in one place, from the interaction with the brand to the final payment.
An example from China is WeChat Pay, a messaging app that also allows you to make purchases via QR codes or pay bills. So many benefits for big brands, which can gain a better understanding of their customers and distribute even more targeted advertising.


5. Generalization of platform economy.

Digital platforms on which SMEs are active will integrate more and more services, including payments. By joining such platforms, brands will be able to quickly offer new features to their customers. They can, for example, improve their cash flow and create an attractive offer. Developing a payment strategy is becoming more important than ever for entrepreneurs.

Leave a Comment