The Federal Association of E-Commerce and Mail Order Germany eV (BEVH) has published the figures for 2021. Accordingly, sales have increased by almost 20 percent compared to the previous year. This corresponds to gross sales of almost 100 billion euros.
According to forecasts, 2022 will be a new record year that will once again overshadow the sales of 2021. It is becoming more and more normal for consumers to shop online. E-commerce is no longer the exception, but increasingly the rule. A few important trends have emerged in e-commerce, such as the trend towards direct sales, omnichannel e-commerce, digital experience and sustainability.
The trend towards direct sales – D2C
Direct-to-consumer is not a new trend at all, which many industrial companies have recently joined. Industrial companies see this as an opportunity to position themselves more strongly in the field of e-commerce. The sales model is on the up and very customer-centric. For 2022 it can be expected that more and more companies will follow this trend and sell their products directly to the end customer themselves. Manufacturers very often use their own e-commerce channels and try to further increase product loyalty and also use subscription and loyalty programs, another important trend for 2022 that will continue. Through direct contact with end customers, companies receive important information and insights into how consumers accept their brands and products.
Omnichannel Commerce – the opportunity for retail
E-commerce sales have skyrocketed over the past two years. It can be observed that more and more retailers are becoming increasingly active in e-commerce. They continue to close the currently still serious gap between online and offline. As early as 2021 there were retailers who were able to coordinate their online and offline activities well. Online and offline shops are increasingly interacting in pop-up stores or e-commerce kiosks. Customers can thus easily switch between the offers in the online and offline channels. The two channels should complement and reinforce each other more and more. This gives customers a great shopping experience and an optimal brand experience.
Digital experience platforms – everything from a single source
DXP, i.e. the digital experience platforms, are taking up more and more space. The platforms bring online shops, advertising tools and content management together. This saves the dealers many work steps. Instant payment methods also help to improve the digital experience. Real-time transfers significantly improve the customer experience. In addition, more and more online shops are barrier-free, for an even better digital experience for all customers.
Content Commerce – Content marketing and e-commerce are moving closer together
Social networks are currently showing that content marketing and e-commerce are increasingly intertwined. More and more users are shopping directly via Facebook or Instagram. Many use social media to learn about new products.
The Content Commerce concept strategically integrates the content into the customer journey with the aim that the customers find exactly what they need at the current point in their customer journey at the touchpoint. The concept places high demands on marketing. The various tools are networked with each other in order to be able to respond flexibly to each customer and provide them with the appropriate content. The development of a digital experience platform can be a significant competitive advantage. This allows marketers to publish content individually, easily and across channels and improve the customer experience.
Re-Commerce – the trend towards more sustainability
Re-commerce comes from reverse commerce. Retailers offer used clothing and many other items for resale or rental online and offline. Sustainable consumption is increasingly becoming a buzzword. There is everything from simple everyday objects to clothing to electronic devices, also used. This allows consumers to save money while consuming more consciously and sustainably. By 2024, experts expect re-commerce in the fashion. Shoes and accessories will increase by about 14 percent.
Sales in the billions are expected for the fashion market alone.
In Europe, almost 75 percent of consumers make sure to consume sustainable products. They prefer ecologically acting companies. E-commerce is reacting to this and is buying more and more sustainable packaging materials. Customer behavior has prompted many companies to rethink their processes, invest more in sustainability and ethical supply chains. About a fifth of companies are aware that climate change poses a significant risk to their business. Fires and floods are perceived as a direct threat. This raises awareness of sustainable action.