Digital marketer Diginius explains how e-commerce businesses can stay competitive in 2022

With the limitation of social interactions over the past two years, e-commerce has grown in importance at breakneck speed. Nate Burke, CEO and Founder of Digital Marketer Diginius, shares his predictions for e-commerce trends in 2022 and offers helpful advice on how businesses can adapt to an ever-changing market.

Omnichannel strategy

According to Zen officeAccording to the Customer Experience Trends Report, high-performing customer experience teams are more than twice as likely to take an omnichannel approach as low-performing teams. What Zendesk also reports, however, is that only 35% of leading companies have an omnichannel strategy in place – this presents a great opportunity for companies to gain an edge over their competitors.

With the growing prevalence of online channels, the modern consumer has more options than ever before, and consumer expectations are rising in turn. Omnichannel marketing is the improved version of multichannel marketing; it sees brands integrating their services across different channels instead of just having them.

The pandemic has caused seismic changes in the retail industry and online shopping has become more prevalent than ever. Although statistics suggest that online retail will remain popular, there is also a growing desire to return to the personal experience offered by physical stores.

Currently, 63% of purchase instances begin online. The proliferation of mobile devices and digital advertising means that regardless of where a product is purchased, the majority of purchases will begin online. With cross-channel shopping options such as click-and-collect gaining prominence, it is crucial for businesses to adopt omnichannel strategies to meet changing consumer expectations and priorities.

Increased use of online marketplaces

An exponential increase in the use of online marketplaces has emerged in 2021, and 2022 will see these platforms used even more. The prevalence of these markets is unprecedented. Amazon, for example, currently controls more than 40% of the US e-commerce market.

These marketplaces have many advantages and represent another excellent opportunity for companies to get ahead of their competitors. Online marketplaces make it much easier to acquire customers, given their vast audience. In the UK, for example, over 90% of consumers use Amazon.

The platform has a global presence and reach desired by most businesses. By selling products through Amazon or another online marketplace, they are exposed to a wide range of consumers. Additionally, the massive prevalence of marketplaces such as Amazon marks the trust consumers place in them, and seeing products on the platform will in turn lead consumers to trust the company.

Another advantage of using these platforms is their logistical power. If the products are sold with a retail giant such as Amazon, businesses can take advantage of their state-of-the-art logistics system by shipping the products to their fulfillment centers. By doing so, companies can free up space and time to focus on improving their business.

Social media as a sales channel

Another change in consumer behavior is the increased use of social media. By the end of 2021, more than 57% of the world’s population was registered on at least one social media platform. Platforms like Facebook and Instagram are leading the way, with each of these social networks representing a unique opportunity for e-commerce marketing. Facebook’s Marketplace feature, for example, has been around for years. The marketplace allows businesses and private sellers to generate and target leads, thereby increasing sales.

Instagram has also focused on e-commerce and digital marketing, with its “Shopping” feature, for example. The “Shopping” tab allows companies to sell directly on Instagram’s application, fully integrating social networks and e-commerce.

Instagram is a particularly useful tool in e-commerce marketing with 81% of users browsing the platform to research products and services before buying them. If a company’s target demographic is young, they should know that 47% of 18-24 year olds have purchased products after seeing them advertised on Instagram.