JANUARY 3rd, 2022
In the 2020-2021 period, eCommerce and marketing trends have accelerated in response to consumers' need to continue shopping and physical stores' need to continue selling in a scenario of quarantines, various restrictions and capacity limitations.
We don't yet know what 2022 holds; however, when it comes to eCommerce and digital marketing, we can predict which trends will emerge, which will be reinforced and which will be left behind for good.
Here are our predictions:
1. Sustainability, upcycling and second-hand.
Sustainability is already a growing trend in both physical and digital marketing. By 2022, with a population increasingly aware of the environment and its impact on it, this trend will undoubtedly be one of the most important in eCommerce and marketing. Plastic packaging will start to be left behind, information on the origin of what is being sold, how to reuse and recycle it will start to be included in the product sheets of each eCommerce; and customers will especially value the inclusion of initiatives such as CO2 emissions calculators and how to reduce them. In addition, there is already increasing consumer demand for upcycling or second-hand products. Some companies such as Zalando have already incorporated a section of second-hand products on their platforms, and this is an initiative that will be increasingly present among eCommerce.
2. Product reserves.
Due to the current crisis of shortage of raw materials, which will last at least until the middle of the year, it will not be possible to deliver many products within 24 hours, because they will not be available. Therefore, it will be advisable to implement a product reservation system in each eCommerce; in which consumers can pre-order and be notified as soon as the product is available again in order to make the purchase.
3. Proximity products.
Closely linked to the two previous points, related to sustainability and product availability, local products will once again become competitive and, moreover, in demand by consumers. One of the strongest bets in eCommerce and marketing trends for 2022 is the rise of local products, and not only in the food sector. It will be advisable to start looking for suppliers that are geographically closer and reorient the business model, not only because of supply problems, but also because consumers are increasingly taking into account where the product they buy comes from, valuing proximity to promote the local economy and taking into account the reduction of emissions and environmental impact that this entails. In addition, the cost of containerized shipping has increased tenfold, so there will be many imported items that eCommerce itself will no longer be able to afford to sell.
4. Pick-up points.
The increase in demand in eCommerce is making delivery companies increasingly bet on collection points. This makes it possible to shorten routes and unload many packages in the same place. If customers want the product delivered to their door, it is more than likely that they will have to pay extra.
5. No more free shipping.
Shipping rates have already risen and will continue to do so in 2022, making free shipping unfeasible for everything (which few eCommerce already offer) or for purchases over 30-40 euros, which until recently was the norm. Instead, free shipping will start to be offered for much more substantial purchases, starting from 100 euros or even 200; or only for customers who pay a sort of extra subscription (Amazon Prime type). In fact, it is also likely that many eCommerce will simply stop offering free shipping, regardless of the purchase made. This, however, will not represent a big problem for businesses: in a pandemic scenario like the one we are still living in, many consumers are willing to pay to have their purchases delivered to their homes to avoid crowds and to avoid staying in enclosed spaces.
6. Inclusive marketing.
The pandemic has highlighted and, at times, intensified structural inequalities. In this context, consumers increasingly expect brands to include much more nuance in the way they address diversity, equality and inclusion, so that marketing is truly representative. Consumers are more likely to connect with a brand if it reflects the nuances that represent them. It will be advisable for brands to start researching what identity means in their market, and integrate their findings into all phases of the creative process (updating language, designs...) to create campaigns that are representative and accessible. Also, keep in mind that people change and evolve as new experiences, needs and interests emerge. In marketing, applying the concepts of diversity, equality and inclusion is a continuous and never-ending process.
7. Respect user privacy.
Users are taking more steps than ever to protect their privacy online. In fact, 73% say they use online services that guarantee a high degree of data protection, such as encrypted e-mail and privacy-protected search engines. At the same time, we know that data is needed to deliver relevant ads and useful information to consumers. Data helps craft valuable, memorable messages that enhance the online experience, as well as enable marketers to reach the right customers and exceed their expectations. In 2022, these professionals must prioritize creating a customer-centric data protection strategy. This means redesigning methods for measuring and reaching audiences so that users feel they are in control and can manage the data they share.
8. Communicate brand value.
To stand out in 2022, brands must be more direct in communicating the value they bring and their true objectives. Messages and experiences must be created that accurately represent the brand, while reflecting the needs of consumers to be relevant. In this case, relevance is as important as coverage. By capitalizing on brand purpose and communicating their value authentically and consistently, brands can establish a meaningful connection with their audiences and achieve good business results. Therefore, in 2022, eCommerce should focus on value and their true brand objectives. This will make them stand out from the multitude of brands competing to be visible during the online shopping journey.
Keeping these predictions in mind when planning and executing your business' online strategy in 2022 can be crucial to avoid problems and ensure success.
If you want to know more about how to focus and perfect your business' online strategy, do not hesitate to contact Us!
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