In France, the e-commerce sector (products and services) exceeded 129 billion euros in 2021, an increase of 15.1% during the year according to Fevad (Federation of E-Commerce and Retail). distance). E-commerce now accounts for 14.1% of retail sales compared to 13.4% in 2020. A figure that should increase in the coming years, given technological innovations in the sector. Customer experience, financial services, personalization, delivery … There are still many points for improvement, and trends related to digital tools are becoming stronger.
“The rise of AI-powered digital tools is accelerating”notes Anna Thibout, Field Marketing Manager at ShipStation. “These are powerful e-commerce tools because they help sellers, especially to stay one step ahead of the competition. We can also mention the dynamics for demand-based products, automated chatbots that can sell directly to customers via digital chat, or automation software in sales processes (such as ShipStation).
But what will be the main trends in e-commerce this year? How to respond to new consumer expectations? From the rise of digital tools with AI to used stores and FinTech tools, retail innovation is on the rise. Review of e-commerce trends in 2022
Customer experience: a lever of competitiveness
Customer experience is a major problem for retailers, many of whom have had to rethink their strategy during the pandemic. Indeed, meeting new consumer expectations, in search of more authenticity, with the implementation of functional and increasingly intuitive digital tools is a real challenge, but it allows companies to stand out from the competition.
“Focusing on customer experience enables companies to be more competitive and customer-oriented, which will encourage sales and business growth.”explains Anna Thibout of ShipStation, a multi-channel multi-operator order and delivery management platform that synchronizes and automates key e-commerce processes.
Influenza marketing is also increasingly important in brand communication strategies to reach a new category of customers in particular. Consumers now expect brands to offer them the right product at the right time on the right channel. In this market we find companies such as the Marseille startup Skeepers, which has multiplied its acquisitions since raising 32 million euros in November 2019.
Personalization is a point of tension for e-merchants. Faced with this problem, ShipStation allows professionals to personalize each of the points of contact with their customers and to always keep in touch thanks to personalization: subsequent emails, stickers, invoices, etc. Customer support dedicated to proper functioning E-merchant activity has also been established.
“It is important to listen to our customers to ensure the best experience for shipping and delivering customer orders. You don’t have to worry about shipping and automating this process as much as possible allowing retailers to focus on what’s important. ”adds Anna Thibout.
But the shopping experience is sometimes no longer enough to meet the expectations of consumers, who are increasingly sensitive to their environmental impact and subject to new consumption patterns.
Sustainable development: “undisputed selling point”
27% of consumers say they are very concerned about the environmental costs of their online purchases, according to a Metapack / Research Now survey conducted in 7 countries (including France). A rising figure that pushes the retail industry to rethink. One example of this revolution is the emergence of second hand, a trend that particularly affects the younger generations, aware of its impact on the environment.
In 2020, 30% of French people bought second-hand fashion, according to a survey conducted by Kantar, which represents 15.1 million buyers in the second-hand textile market. If the European second-hand machine market is currently dominated by Lithuanian giant Vinted, valued at 3.5 billion euros, French players are showing strong resistance. We can mention Back Market, a specialist in the sale of refurbished electronic products, which reached 5.1 billion euros in January 2022, or even Vestiaire Collective, a specialist in the online sale of used luxury clothing, worth more than a billion euros. March 2021
Among the trends related to ecology, green delivery is becoming increasingly popular. “Younger generations are increasingly concerned about the environment and their contribution to climate change. If the target is a millennial or Generation Z consumer, carbon footprint reduction measures should be introduced and more sustainable wherever possible. »
Faced with this observation, ShipStation decided to work with eco-responsible partners, especially in terms of transport and packaging. ” Auditing the supply chain and production processes to make them more sustainable has become a strong selling point. ”
FinTech tools help speed up e-commerce
“Mobile payment is undoubtedly a trend in 2022.”. Among the levers of customer acquisition, the fluidity of payment methods is one of the central criteria. “Some mobile payments use third-party applications such as PayPal to perform transactions, others use a mobile wallet stored on a smartphone”explains Anna Thibout.
“The two main ways to pay by mobile phone are to transfer money via mobile phone and use mobile wallets. In other words, mobile payment features allow users to pay for services and products online, instead of using credit cards or cash. »
Among FinTech’s innovations in the retail service, the “Buy Now, Pay Later” trend is arguably one of the most important at the moment. Democratized in e-commerce, the BNPL already has well-established giants, such as Sweden’s Klarna worth $ 46 billion, or Australia’s FinTech Afterpay, which was bought by Square, for $ 29 billion last August. Global payment giants like PayPal or Stripe have also invested in split payments.
This system, which allows customers to share their interest-free payments, has conquered Asia, the United States and Europe. The value of BNPL transactions in the UK reached 6.4 billion pounds in 2020, an increase of 60-70% over the previous year, according to a report by consulting firm Bain.
A complete solution for retailers
All of these trends will allow retailers to improve their overall user experience and increase their online revenue. In 2021, the number of e-commerce sites increased by 11% in one year. Last year, 2.1 billion transactions were performed on the Internet.
“Our customers are primarily looking for a solution that simplifies their daily tasks with low added value and guarantees flawless execution.”, explains Anna Thibout. ” The goal is to enable sellers to focus on what is most important to them: their sales. ShipStation closely monitors its retailers to ensure perfect delivery and delivery to end customers. ShipStation has already managed to experience the success of the platform in its original markets in the US, Canada and the United Kingdom and has been present in the French market since 2021.
A propos de ShipStation ShipStation est une plate-forme de gestion des commandes et des livraisons multicanales et multi-transporteurs qui synchronise et automatise les processus clés du e-commerce. Avec plus de 300 intégrations aux principales Marketplaces, plateformes e-commerce et transporteurs, tels qu’ Amazon, eBay, Cdiscount, Fnac, PrestaShop, Shopify, WooCommerce, Chronopost, Colissimo, DPD, UPS Mondial Relay, et bien plus encore, vous pouvez connecter toutes vos boutiques et expédier auprès de tous vos clients aussi bien en France qu'à l'étranger.