eCommerce has come a long way in the last few years, and all indicators show that it is here to stay. As our devices get smarter and the world gets more digital, the demand for eCommerce services is only going to increase. The demand is a bit of a double-edged sword though.
If you have an eCommerce site, this means there is a large market that you can sell to. The problem is that you won’t be the only business trying to do so. The eCommerce space is saturated, and unless you’re selling a unique product to a very specific niche, it’s highly likely that you’ll be competing against other sellers.
This is why having a strong marketing strategy is so crucial. Given that the average conversion rate for an eCommerce site is between 1 and 3%, every sale counts.
So, to help you get a leg up on your competitors, we’ve put together the top eCommerce marketing trends that you can expect to see in 2022.
Social Media becoming Sales Media
Can you think of anyone you know that isn’t on at least one social media platform? This is because big hitters like Facebook, Instagram, TikTok and others have user counts in the millions.
Although social media has long been used as a promotional tool for eCommerce, this is something set to change in 2022. For example, Instagram launched a shopping tab that allows users to make purchases and save products to look at later. Pinterest has buyable pins and Facebook even has a storefront function. This is only the beginning.
When you consider that 54% of social media users use their favourite platform to research products, it’s fair to assume that if possible, customers will start shopping in the same place too.
So, expect to see a big focus on social media marketing designed to sell on the spot – rather than pushing people through to numerous landing pages. After all, the more steps that someone has to go through, the more likely they will be to abandon a purchase.
Voice search is fast becoming a regular part of our everyday lives. Thanks to recent advancements, it’s moved past simple tasks like setting timers and playing songs and into the world of search.
In fact, Google has updated their guidelines to ensure that all eCommerce stores include text as part of their content. This is to allow for better results when using voice search. As we all know, whatever Google does, the other tech giants tend to mimic.
The point here is that voice search is not only here to stay but will become a tool for eCommerce marketing. Build keywords into your eCommerce copy that work for voice search to bring traffic from those using this tool.
Customers want to engage with businesses that they care about and companies that share their values. The best way to communicate this message isn’t through paid ads, but with effective content marketing.
Think blog posts, copy on your eCommerce site, emails, and other pieces where you can use text to tell a story that will win the hearts and pounds of your customers. When done correctly, a blog post can turn into one or two social posts, and help to boost your SEO. All of this contributes to better marketing performance and hopefully more sales too!
Getting a competitive edge in the eCommerce world is tricky. Price matching is easy, deals are offered so often they’ve lost some of their appeal, and thanks to smooth logistics, fast delivery is the norm for almost every business.
So where can find an edge? Bespoke experiences. Using analytics tools, you create a more personalised marketing experience for your customers. Think product recommendations “we think you’ll like”, or personalised emails.
If you’re short on ideas, look at carts that have been abandoned. Follow these customers up with email soon afterwards to see if they’ve changed their minds? Perhaps you could notify them that this item they’ve been looking at is selling out fast or is currently on sale?
This kind of personal touch can make your marketing more effective and help to boost your conversions.
The Power of Micro-Influencers
We all know the impact that influencers can have. The problem is that trying to get Kim K or Ronaldo to promote your custom printed socks will be near impossible. This is where micro-influencers can help!
Micro-influencers have a smaller audience that engages more with their continent. This content often focuses on a specific niche, such as theme parks or an individual fictional universe. The benefit of micro-influencers is that if they promote your products, they do so to a highly engaged audience that is already interested in your nice. Plus, given that their following is smaller, there will be less competition for their business.
There will be plenty of eCommerce marketing trends that you can expect to see in 2022, some of which haven’t made this list. Our advice is to adapt the ones that you think will best help your eCommerce business to grow.