There is also a lot of progress being made in the virtual reality field. This technology allows users to fully immerse themselves in a product world. One example of this is the furniture store IKEA’s immersive showroom. This allows customers, who are perhaps still undecided about certain products, put together their home furnishings virtually and, for example, test which fabric upholstery looks good on the living room sofa depending on what time of day it is.
Online shopping via mobile devices is increasing. Within a few years, the number of mobile purchases has more than doubled. To keep up with the trend, it’s important to design websites responsively, i.e. adaptable to different output formats. This simplifies navigation via the small display of mobile devices and shortens loading times. According to Statista, almost 82% of larger online shops already offered their products via mobile shops in 2016.
At times, even bad network settings can cloud mobile shopping, but with the new 5G mobile communications standard, mobile customers will continue to gain in importance. Advertising that reaches consumers around the clock in the mobile sector is becoming increasingly lucrative as a result. Geo-targeted data also improves targeting, allowing companies to make location-based offers or lure customers to the nearest store.
Despite these developments, however, the stationary trade has by no means had its day. More and more customers prefer to switch between online and offline services. Omnichannel marketing has become the order of the day. Even pure online retailers increasingly sell their fashion in outlets while others offer showrooms. The “click and collect” service allows customers to test a product, get personal advice, or pick up goods ordered on the internet without shipping charges. Stationary shops and service providers are increasingly offering the possibility of ordering over the internet or receiving advice via Skype. There are some shining examples of omnichannel brands that have seamlessly integrated numerous channels into their marketing campaign to stay ahead of the competition.
By using multiple channels, businesses can reach more prospective buyers and attain a higher level of customer satisfaction. A seamless transition between online and offline is also ensured by various innovations in the field of the internet of things. Individual products or entire product shelves are sent to smartphones via so-called beacons, which are based on radio technologies. An app registers the signal, provides the customer with exact product information, and draws customers’ attention to the appropriate shelf – e.g. for organic food.
The internet of things will open up completely new opportunities for e-commerce in the future. The number of everyday things permanently connected to the internet and smart household appliances is already increasing. For example, a smart refrigerator uses sensors to indicate when certain foods are running low and can order them independently. IoT devices maximize personalization in online shopping and advertising, as they can identify users’ shopping patterns and trends.
In warehouse management, as part of electronic commerce, goods equipped with sensors and connected to the internet facilitate work processes. They keep track of stock in real time to prevent popular products selling out.
E-commerce will therefore continue to gain in importance thanks to ongoing progress and innovative technologies.