2017 was difficult in economic terms, but incredibly interesting for us in terms of professionalism. We closely followed the development of the e-commerce market and new trends in Internet marketing. The old strategies are becoming outdated and new trends are gaining momentum. And some of them have the potential to change the market and bring e-commerce business to a new level.
In the coming years, Internet merchants will have to master the art as cheaply as possible to present their products offline - with the help of showrooms, exhibitions, fairs, other events, product demonstrations, temporary trays.
Huge online trading companies (only online) one by one will increase their physical representation in different locations.
Change of habits of B2B-buyers consists that they are already ready to use the functions characteristic for B2C-Internet shops.
Remember: the turnover of B2B procurement is such that online stores selling companies can in a matter of months leave far behind, and even beyond the survival, those competitors who can not provide B2B-supplies.
Augmented Reality (AR) will quickly develop in online stores in 2018. Brands are increasingly fond of features that allow consumers to use their mobile devices to bulk and full-size visualization of goods in their home or office.
The coefficient ROPO (Research Online, Purchase Offline) shows how many visitors to the online store did not make a purchase in it for this reason: the visitor used the shopping site only as a place of study and choice of goods, reading reviews about them. And the purchase was then made offline.
The simplest example: if geolocation sees that a person is standing in or near the lingerie store, and while studying from the smartphone in online stores, too, lingerie - it is logical to assume that he (a) read reviews about this product, find out its hidden nuances or simply learns the price options for this product.
And if in the next few minutes with the help of the same smartphone made contactless purchase in the same offline store of lingerie - most likely, previously visited online stores were used specifically as an information preparation for making a purchase in real life.
Combining mobile devices and payment systems, social networks, personalization, geolocation / mobile tracking in real time using advanced analytics tools, ERP, CRM and POS systems - retail online and offline traders will be able to find out in the near future, store led to a purchase in which offline store.
And this will allow the first and second sellers to mutually cooperate - for example, to pay a commission in favor of an online store for the successful purchase of information from an offline retailer.
In 2018, the promotion of simplified payment technologies for mobile devices - fingerprint scanning and face recognition - will rapidly increase the percentage of transactions made from mobile devices.
Mobile check will actually become the preferred method of payment for online retail purchases.
Artificial intelligence of computer programs already successfully creates an individual customizable client experience - and this opens the era of autotuning sites and advertising for each client, coming from the information collected about it.
This is exactly the same as once shopkeepers and bartenders knew preferences and even family and business details of the life of each of their regular visitors.
In general, the phrase "target audience" will lose its significance - only those or other qualities of the client will be targeted. The programs will themselves seek and find people with this quality.
So, we all signal the beginning of the end of marketing tactics based on demography. Since 2018, everything in Internet commerce will begin to customize not to groups of people, but directly to the quality of individuals.
Since 2018, no matter how many independent sites the Internet seller has had, every respectful customer will open a website on the marketplace as well. This is the mainstream of the development of the world.
If the online store is very large - it will try to have time to create itself a marketplace. And 2018 - the last year for most of the trading niches (except very narrowly specialized products), in which there is still a chance to create a successful online marketplace. Further, in this swiftly rushing locomotive, it is unlikely that anyone will jump without seven-figure dollar amounts.
In 2018, visitors and sites will use the voice to interact like never before (artificial intelligence, voice chatbot will be "talking" on websites).
In the SEO of online stores, new settings will appear - under the nuances of spoken, not printed keywords. After all, the machine decoding of the voice often gives not exactly the question that was thought.
Instead of entering words, many consumers from 2018 will use search based on images. We predict that search using images and voice can account for 50% of all requests by 2020.
Since automation of image analysis becomes the standard in mobile devices, consumers will be able to take a picture of the object, and then instantly find the same product or similar for sale.
They will be able to instantly enter new markets, as competitors with such imprisonment of content will initially not be enough. And also because the language and the place of entering the query will no longer be an obstacle to finding your site.
In addition, the picture often eliminates problems with errors when entering the request and, most importantly, with the unknown for the buyer of the exact name of the product. As you know, many buyers want to know many things just like "thing to mash the mashed potatoes" or "what they take off the pellets," not guessing about the official store article of this thing - because of which some of the goods were not purchased online for a long time. With a photo search, this problem is solved forever.
And finally, in the world of the Internet of things, the dependence of online stores on browsers will begin to weaken. Starting from 2018, against the backdrop of mobile store applications, the augmented reality interfaces from stores, voice interactions between visitors to shops and various devices that have a non-browser output to the network (smart home, smart car and so on), the browser will become only one more of these channels.
To buy and advertise goods and services will be using each of these channels in equal measure.