2012 had been prolific for e-commerce. What does 2013 have in store
for this trend?
Businesses today live in a challenging environment. Competition has become stiffer, and managing the complexities of competition is a hard nut to crack. Success or failure of a business is wholly dependent on its ability to adapt to the changes in the business landscape. Businesses were traditionally product oriented. As the business environment underwent drastic changes, and became more customer centric, managing customer relations became a key focus for every business. Innovative tools are used for maintaining and enhancing customer relations. Currently, digital technology is changing the rules of the retail game.
Business has the power of internet. It has embraced e-commerce, changed their business models, and strategies by integrating their processes with this technology. Speed is a crucial factor for any business, and organizations need to adapt with this. Time and speed can make or break a business, making it important to integrate their business with an E business platform so as to conduct their business activities at the speed of thought.
During 2012, sites were optimized, and personalized in a much better way offering a richer and more relevant online experience. Consumers who were earlier reluctant to buy online had developed a preference towards the same. As much as the trend developed in 2012, it holds rosy promises for 2013 as well.
E-commerce trends for 2013:
There was a time when e-commerce was considered as a complex technology. Currently it is made simple and available to the masses. 2013 will see major industries taking advantage of personalized solutions of the process, offering customized experiences to customers. Shoppers can see more general information online, which are used by retailers. Factors such as age, social status, life style, geography etc will play a crucial role in helping the retailers to provide a much better shopping experience to the customers.
As market place grows in an unprecedented manner with high demand and commoditized products, it will also create space for small and new businesses that are involved into selling unique innovative products that have qualities of individuality, quality, and aesthetics which are not easily available elsewhere.
War for digital talent:
Maverick entrepreneurs are rushing to claim their share in the e-commerce territory which is likely to get crowded very soon. Traditional players have also woken up, realizing the need for digital talent. There will be a demand for third party providers offering set-up and maintenance services.
Retailers are enriching their websites with geo-specific content, offers, and other elements complementing with the lifestyle of the shoppers. As more and more consumers adapt to change their life style, retailers attempt to keep in par with them. Mobile devices are overtaking desktop computers as access points for online access. Consumers are more involved with mobile phones and tablets, and expect platform specific offerings giving better shopping experience.
Marketing and re-marketing:
Customers who visit the website of a business and leave without purchasing can be tracked, and retailers will display relevant advertisements, and offers to lure these customers back. The trend of re-marketing will become more aggressive and consumers will be kept in rigorous follow up to complete the business transactions.
Investors and entrepreneurs are rushing to set up online ventures. In the coming years they will have to focus on sustainability to ensure their existence in the long run.
Social media support:
Social media platforms are considered as an effective means to build awareness and interest in the minds of consumers. They operate mainly on word of mouth with an immense influence among the consumers. By using social media platforms to enhance their operations, businesses can not only track the consumers reaction, but can also measure the effectiveness of its brand infiltration.
Trends are often unpredictable, and may or may not arise. But e-commerce technology will continue to evolve in the future, and many of them are certain to persist.
- Images Retail, December 2012.