What eCommerce Trends Will Define 2024

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The world of ecommerce is continuously evolving, driven by technological advancements and changing consumer expectations. As we approach 2024, it is crucial for businesses to stay ahead of the curve and adapt to the latest trends in order to remain competitive.

In this article, we will explore the latest ecommerce trends that are expected to define 2024, from AI-powered personalisation to the rise of voice search and augmented reality shopping experiences.

Redefining eCommerce Industry Trends with AI-Powered Personalisation

Artificial intelligence (AI) has already made significant strides in the ecommerce industry, but its applications are set to expand further in 2024. Ecommerce personalisation trends will certainly play a crucial role in tailoring the customer experience and allowing businesses to meet the ever-changing needs and preferences of their customers. By leveraging machine learning algorithms and predictive analytics, AI can help businesses understand customer behaviour and tailor their offerings accordingly.

One of the key areas where AI will be utilised is in predictive personalisation. Traditional personalisation approaches focus on understanding who the customer is at a specific moment, but in 2024, businesses will shift their focus to predicting who the customer will become in the future. By analysing vast amounts of data from various touchpoints, AI can anticipate customer needs and preferences, enabling businesses to provide more relevant and targeted recommendations.

Moreover, AI will also be used to optimise the customer journey across different channels and touchpoints. By integrating various software systems and automating processes, businesses can ensure a seamless and personalised experience for their customers. This includes integrating ecommerce platforms with ERP systems, CRM, marketing automation, helpdesk and loyalty apps, among others. Such integrations will enable businesses to personalise customer touchpoints without manual effort, resulting in improved customer satisfaction and increased sales.

A laptop displaying a skincare e-commerce platform
Source: Unsplash, Shoper

Embracing the Voice Search

With the widespread adoption of voice assistants like Amazon Alexa, Google Assistant and Apple Siri, ecommerce industry statistics indicate that more consumers are using voice commands to search for products and make purchases. Businesses need to optimise their ecommerce platforms for voice search to ensure they can capture this growing market. This involves focusing on conversational keywords and long-tail phrases that are more likely to be used in voice searches. Additionally, businesses should ensure that their product descriptions and content are structured in a way that is easily understandable by voice assistants.

Furthermore, voice search ecommerce, also known as v-commerce, will become more prevalent in 2024. This refers to the ability to make purchases directly through voice commands without the need for a visual interface. As voice assistants become more sophisticated, consumers will increasingly rely on them to make quick and convenient purchases. Businesses should be prepared to provide a seamless v-commerce experience by enabling voice-based transactions and integrating their platforms with voice assistant devices.

Augmented Reality Shopping Online Commerce Trends

Augmented reality (AR) has already started transforming the way consumers shop, and its impact will continue to grow in 2024. AR technology allows consumers to visualise products in their real-world environment before making a purchase, enhancing their shopping experience and reducing the risk of buyer’s remorse.

In the coming years, new ecommerce trends indicate that more businesses will adopt AR to offer virtual try-on experiences for clothing, accessories and even home furnishings. Customers will be able to use their smartphones or AR-enabled devices to see how a product looks on them or how it fits into their space. This technology not only increases customer confidence but also reduces the likelihood of returns, leading to improved customer satisfaction and cost savings for businesses.

Additionally, AR can be used to provide interactive product demonstrations and tutorials, allowing customers to explore features and functionalities in a more engaging and immersive way. This not only enhances the customer experience but also helps businesses educate their customers about the unique selling points of their products.

Augmented reality example on an iphone
Source: Unsplash, Daniel Frank

Sustainable Practices Gain Momentum

As more people become conscious of their environmental impact, they are demanding more sustainable products and packaging from businesses. In response, businesses will need to adopt eco-friendly practices throughout their supply chains and offer greener alternatives to traditional packaging.

Reusable packaging will be a key focus of upcoming ecommerce market trends, as consumers increasingly seek products that minimise waste. Brands can explore options such as refillable containers, biodegradable packaging materials and innovative recycling initiatives. By incorporating sustainability into their business strategies, brands can not only meet customer expectations but also differentiate themselves in a crowded market.

Moreover, brands will need to communicate their sustainability efforts effectively to build trust with consumers. This can be achieved through transparent labelling, certifications and storytelling that highlights the positive environmental impact of their products. By aligning their brand values with those of environmentally conscious consumers, businesses can attract and retain a loyal customer base.

B2B eCommerce Trends Towards Digital Transformation

While B2C ecommerce has dominated the industry, B2B ecommerce is catching up and is expected to undergo significant digital transformation in the upcoming months. For instance, in 2024, B2B ecommerce platforms will focus on streamlining complex purchasing processes, providing self-service functionalities and integrating with existing business systems such as ERP and CRM. This will enable businesses to automate repetitive tasks, improve order accuracy and enhance overall efficiency.

Additionally, B2B ecommerce trends in the upcoming year are all about offering personalised experiences tailored to the unique requirements of individual businesses. This includes customised pricing, contract management and personalised product recommendations based on past purchasing behaviour. By providing a seamless and efficient buying experience, B2B ecommerce platforms can drive customer loyalty and increase sales.

A close-up picture of social media apps
Source: Unsplash, Adem AY

Online Shopping Trends in the Realms of Social Media

Social media platforms have become more than just a place for connecting with friends and sharing content – they have also become key players in the landscape of latest ecommerce shopping trends. In 2024, social commerce will continue to grow, driven by the increasing integration of shopping features within popular social media platforms.

Platforms like Instagram, Facebook and TikTok are already offering in-app shopping experiences, allowing users to discover and purchase products without leaving the platform. This trend will expand further in the next months, with more brands leveraging social commerce to reach their target audience and drive sales.

To succeed in social commerce, businesses need to invest in authenticity and trust. With concerns over scams and counterfeit products, businesses must work hard to convey trust and quality to consumers. Authenticity can be established through user-generated content, customer reviews and testimonials, which provide social proof and build credibility.

Furthermore, businesses should focus on creating engaging and visually appealing content that resonates with their target audience. This includes high-quality product images, videos and interactive elements that capture users’ attention and drive them to make a purchase. By leveraging the power of social media platforms, businesses can tap into the upcoming ecommerce shopping trends and drive significant growth in 2024.

Making a purchase using a phone
Source: Unsplash, Blake Wisz

Mobile Commerce Continues to Dominate

With the increasing accessibility of smartphones and the convenience they offer, more consumers are turning to mobile devices for their shopping needs.

Businesses must optimise their ecommerce websites and apps for mobile devices to provide a seamless and user-friendly experience. This includes ensuring fast loading times, intuitive navigation and mobile-friendly payment options. Additionally, businesses should consider adopting mobile-first design principles to prioritise the mobile user experience.

In 2024 ecommerce trends, mobile devices will also be influenced by technologies such as augmented reality and voice search. AR-powered try-on experiences and voice-activated shopping will further enhance the mobile shopping experience, allowing consumers to make quick and informed purchasing decisions.

Social-Scam Concerns Drive the Need for Authenticity

While social commerce presents significant opportunities, concerns over scams and counterfeit products pose challenges for businesses. Ecommerce industry trends suggest that, next year, authenticity will be a key focus for businesses aiming to combat these concerns and build trust with consumers.

According to Retail Customer Experience, a significant percentage of consumers are finding it harder to trust products sold through social media channels. To overcome this, businesses need to invest in conveying trust and quality through their social commerce offerings. This includes leveraging user-generated content (UGC) and customer testimonials to establish authenticity and build credibility.

Moreover, businesses should prioritise customer service and direct communication with consumers. As more shoppers interact with brands on social media, they expect real-time communication through direct messages or text. By adopting technologies and processes that enable seamless customer service interactions, businesses can enhance the overall customer experience and address any concerns or issues promptly.

Subscription Models Evolve with 2024 eCommerce Trends

Subscription-based ecommerce models have gained significant traction in recent years. While discounted subscription plans have been popular, businesses will increasingly put their effort in providing additional perks and convenience to retain customers.

In addition to cost savings, businesses will offer perks such as exclusive discounts, early access to new products and personalised recommendations based on subscription preferences. By enhancing the value proposition of subscriptions, businesses can increase customer loyalty and encourage repeat purchases.

To achieve this, businesses should empower customers by allowing them to manage their subscriptions easily. This includes enabling adjustments and modifications without cancelling existing subscriptions and providing convenient options for earning and redeeming rewards. By offering flexibility and personalisation, businesses can improve customer retention and drive additional sales through upselling and cross-selling opportunities.

ChatGPT icon with a dark background
Source: Unsplash, BoliviaInteligente

AI and Automation Drive Optimisation

In the latest ecommerce trends, businesses will certainly leverage AI-powered tools to analyse customer data, predict behaviours and create more tailored marketing strategies. By understanding customer preferences and adapting content dynamically, businesses can deliver personalised experiences and drive stronger results.

Automation will also streamline time-consuming tasks, freeing up resources for innovation and strategy development. AI can generate product descriptions and images, enabling businesses to showcase products in multiple contexts without extensive photoshoots. By automating processes, businesses can improve operational efficiency and deliver a seamless customer experience.

However, it is important to note that while AI and automation offer valuable insights and efficiencies, human input remains essential. Businesses should view AI as a personal assistant that automates tasks but still requires human input for quality and decision-making.

Retail Media Networks Face Competition from Larger Media Ecosystems

Retail media networks have gained prominence in recent years, offering businesses direct access to consumers and first-party data. However, in 2024, these networks may face increased competition from larger media ecosystems.

Integrated media ecosystems, such as Amazon and Walmart, offer a wide range of services beyond retail, including streaming, social media and entertainment. These ecosystems possess vast audiences and robust first-party data, making them attractive to advertisers seeking comprehensive advertising solutions.

Advertisers and brands will increasingly recognize the potential of these larger media ecosystems and explore advertising opportunities beyond traditional retail media networks. This shift may lead to a reevaluation of advertising budgets and a reallocation of resources towards more comprehensive and targeted media ecosystems.


Without a doubt, 2024 ecommerce trends promise a transformative digital landscape, marked by AI-powered personalisation, the rise of voice search, the impactful integration of augmented reality and many more cutting-edge developments. As businesses navigate this dynamic environment, they must recognise the pivotal role of technology in reshaping consumer expectations and preferences. Embracing AI-driven personalisation allows businesses to tailor experiences, creating a more personalised and engaging journey for each customer.

Moreover, online shopping trends indicate the increasing prevalence of voice search signals a fundamental shift in how consumers access information and make purchase decisions. Businesses that optimise their strategies for voice search will gain a competitive edge, enhancing accessibility and convenience for a broader audience.

The integration of augmented reality introduces a new dimension to the online shopping experience, offering customers the ability to visualise products in their real-world context before making a purchase. This immersive approach not only enhances customer satisfaction but also contributes to reducing return rates.

Additionally, as the ecommerce landscape advances, sustainability emerges as a critical consideration. Consumers are increasingly drawn to eco-friendly and socially responsible brands. Businesses that prioritise sustainability not only contribute to environmental well-being but also appeal to a conscientious consumer base.

In the face of these transformative trends, businesses must proactively adapt their models, adopting agile strategies to stay ahead of the curve. Recognising the challenges of this evolving landscape, our agency stands ready to guide businesses through these changes, offering tailored digital marketing services and ensuring that your brand not only adapts to but thrives in the dynamic ecommerce environment of the upcoming year.

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