eCommerce: development, features, trends

The number of people who buy online is growing day by day. For example, in the United States, more than half of the residents prefer online purchases. This is especially true for the younger generation and people in their 25-40 who appear to be the most effective audience.



Global eCommerce

eCommerce is so huge today that there is no doubt - the future of purchases is on the Internet. Let the numbers speak for themselves:

  • According to Smart Insights, 53% of global Internet users made an online purchase in 2016 - which makes about 1 billion people.
  • Worldwide sales of B2C will exceed by $1.5 trillion in 2018 (Research and Markets).
  • EMarketer expects eCommerce sales to increase to $4.058 trillion by 2020, making 14.6% of the total retail expense that year.
  • The share of eCommerce in global retail sales is increasing by 10% a year. DigitalGuru predicts that the 10% trend will continue.
  • B2C eCommerce sales are expected to increase by more than 50% over the next five years (Research Gate).

eCommerce is one of the main stably developing industries. And, although now the attention of the progressive world has been absorbed by the noise around startups on the wave of VR, AI, and blockchain, eCommerce is on its pass to constant growth and sales.

There are still players who remain offline in the retail market. They are convinced that with good sales now, they do not need to move into digital. Judging by the market trends, this is quite a daring, but at the same time a strange decision. Judge for yourself – every year this market, like the number of Internet users, is growing. Approaches to online advertising are constantly changing, but this only stimulates the market to develop faster. The only way out is to grow with it. With this being said, businesses need to understand much deeper what to consider in an online strategy.



Desktop vs Mobile

Today the whole world is watching the global mobilization, which is predictable. This also affects eCommerce. In developed countries, mobile traffic is already overtaking the desktop. According to Zenith Media, the global mobile Internet traffic will be 75% in  2018.

It is interesting that many users still buy on the desktop. And while mobile (phone and tablet) makes 59% of all sessions on eCommerce sites, mobile browsers bring just 38% of revenue (Wolfgang digital research). Users search and choose products on mobile, and buy on a desktop. Google's research proves it, according to their information, 85% of customers start purchasing on one device and end up with another. Quite an interesting statistic.

Therefore, marketers need to stop thinking about "mobile users" and "desktop users" as different people. Because they are not. "Mobile user" is a "desktop user" at the same time.

Let's be clear: if you plan to launch an eCommerce website or any website, you must serve the mobile users. Not doing this, simply ignores most of your potential customers.

If your site is not yet optimized for mobile devices, now is the time to do it. In this way, you will be able to attract a large number of online buyers who use mobile applications. If everything is done correctly, the conversion will grow. And that's for what we are all struggling.


eCommerce is an organism that is constantly changing and reacting to the external environment. So what's next?

We have tried to gather key trends that will help you understand, plan, and predict the future of eCommerce. Also, this will help us structure the information and understand what needs to be considered in our next articles.

  • Growth of purchases through online channels
  • The expansion of American and, especially, Chinese players to the European market
  • Switch to multifunctional platforms
  • Growth of knowledge and confidence of buyers
  • Growth of innovations
  • Continue erasing faces between online and offline
  • Social sales will continue to grow fast
  • The appearance of chatterboxes focused on eCommerce
  • Usability will become even more important.


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