Every year, the e-commerce market in Russia grows by a third, and in 2024, according to experts’ forecasts, its turnover will amount to more than 7.2 trillion rubles . This was facilitated to varying degrees by digitalization, then the pandemic and the growing popularity of marketplaces.
But a company’s success in the e-commerce sector largely depends on the ability to adapt. We have collected for you 5 trends that are expected in 2024. Manage to catch them in time!
The Rise of Content Marketing
Content marketing is not direct advertising of a product, but the dissemination of useful information in order to attract the audience’s attention to the company and increase loyalty. Content marketing techniques include:
- managing social media accounts;
- publications in blogs, on VC, Habr and other content platforms;
- running a corporate blog on your own platform – for example, like the Reg.ru blog:
- launch of brand media – the most striking examples include Tinkoff Magazine, the online publication of Modulbank and the fitness club magazine Worldclassmag;
Source: World Class online magazine
- email newsletters;
- mailings in messengers and SMS;
- push notifications;
- publications in specialized media.
Publishing useful content builds the audience’s knowledge of the product, increases the company’s expertise in its eyes, allows you to attract leads without direct advertising and retain customers, increasing the number of repeat sales.
That’s why even small companies blog — be it a social media page, a Telegram channel, or their own space on VC. And larger companies are thinking about creating blogs on their own platforms. According to experts, content marketing is 60% cheaper than other methods, while generating 3 times more leads. Thanks to this, the content promotion market will grow by 16% in a year .
But keep in mind that content marketing is a long-term strategy. It is necessary to build trusting, reliable relationships with customers, and then to increase sales. The first few months of content may not bring results, but in the long term, it will pay off in full.
Development of mobile commerce
M-commerce is replacing e-commerce – in 2019, every third Russian regularly bought goods using their phone, and in 2021, 79% of the country’s residents ordered goods from smartphones. It is expected that by next year, the volume of m-com will grow to $400 billion.
Users often prefer to buy from mobile devices. This has become commonplace, which means that sellers and companies should monitor whether their site is adapted for tablets and smartphones. For example, in the Reg.site constructor, adaptive design is provided for all pages of the site. And if the share of mobile traffic is almost 100%, it may be worth thinking about creating a separate mobile version of the site.
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Also pay attention to the convenience of placing orders from mobile phones – connect additional payment methods if possible so that users have an alternative.
Development of e-commerce in B2B
According to research company Forrester , by 2027, the volume of sales in the business-to-business e-commerce market in the United States will amount to $3 trillion. This is almost a quarter of the total volume of sales in the B2B sphere in America. Experts attribute this to the fact that zoomers and millennials have grown up and are already ready to take up management positions. They are loyal to e-commerce and are more inclined than generation X to buy online, bypassing direct contact with the seller. Therefore, the share of online sales in B2B is already more than 50% .
Automation and personalization with AI
More than half of Russian companies are implementing AI in their work . The use of neural networks and machine learning has made it possible buy telemarketing list to study consumer behavior more accurately, analyze demand, and predict sales surges or declines. Thus, based on AI data, Yandex Metrica studies audiences and allows for more accurate advertising settings. Sber offers a number of solutions for business — from monitoring market dynamics to AI-based search for deviations and fraud among employees and contractors.
Source: Sber Analytics
In the foreign market, services for the provision of AI services and recommendation systems are provided by Amazon, Microsoft, and Google.
In addition, artificial intelligence allows you to create personalized offers for each user, to make individual selections based on the analysis of human behavior. Imagine – you looked through several pages in an online store, and robots have already made the perfect shopping list for you.
For example, the cosmetics brand Sephora has implemented an AI-powered chatbot into its services. It helps users find products and offers personalized selections.
Neural networks are even used in supermarkets – they help study demand and predict when a product on the shelf will run out.
Incorporating interactive content, gamification, VR and AR
Interactive content and virtual reality phone number qa technologies are new ways to attract audience attention to products. They allow simulating interaction with the product. Interactive content includes:
- surveys,
- tests,
- competitions and games,
- quizzes,
- online calculators.
Interactive content also includes stories, which are now being actively implemented in their applications by various companies – from banks to cosmetics stores. Such mechanics involve the user and allow them to get to know the brand better.
The goal of VR and AR technologies is almost the same – to create a unique and memorable experience of interaction before the purchase. For this, they use:
- promo games,
- masks,
- AI image generation,
- 360° content.
The latter is often used by developers – potential clients can see the location of the house, the area, the view from the window and even the apartment in advance. This helps a person imagine himself as the owner of the apartment.
Screenshot: Green Garden construction company
One of the beauty industry representatives, L’Oreal, has implemented AR into digital services so that customers can try on a new hair color or lipstick and choose the right shade.
Another example of successful use of AR is the IKEA app, where users can try on not just cosmetics, but furniture in the interior:
VR and AR allow customers to get the best possible idea of the product before making a purchase. With these technologies, you can see the product from all sides. Virtual and augmented reality also speed up the shopping process. The user compares products, reads reviews and ratings, and can quickly place an order without wasting time on a trip to the store. Such solutions will change the approach to online shopping. Therefore, when developing an application or website, provide elements of gamification and interactive content for users.
