Even as tech and human elements merge seamlessly in the eCommerce landscape, trends that will be here to stay (and amplify) become apparent.
From AI’s heavy influence on personalization to conversions being directly tied with “community commerce,” this piece explores areas of change, growth and integration that you can bring into your own eCommerce business.
The cherry on the cake? Seasoned experts and leaders offer their take on why these eCommerce marketing trends are exactly what you should be looking out for in 2024!
Here we go!
The Future of eCommerce: Marketing Trends To Watch & Use in 2024 (Real Quotes from Founders)
1. Take hyper personalization seriously
“Though most of the focus surrounding AI has been on content generation, one of the most significant ecommerce marketing trends in 2024 will be its use in acquiring and segmenting data for hyper-personalized marketing efforts.
AI technology will be implemented to capture and segment data for each demographic within a target audience, allowing for tailored marketing that can be created for each individual customer, while also providing the ability to monitor real time results,” according to Christy Pyrz, CMO, Paradigm Peptides.
Sudhir Khatwani, Director, The Money Mongers opines, “Looking ahead to 2024, eCommerce is getting up close and personal, like a digital mind reader. Think AI predicting your next “add to cart” moment before you do, and virtual try-ons that get you wondering how the internet just knew your size. It’s this blend of tech and intuition that’s set to change the shopping game.”
Michale Wall, Owner, Codefixer says, “In this age of hyper-personalization, brands don't just sell things; they also create unique stories that fit into our lives without any problems. In this new way of doing things, the line between customer and brand becomes less clear, and the digital shop turns into a personalized haven. When I'm shopping online, the brands that stand out are the ones that have mastered hyper-personalization."
2. Make the most of recommendation quizzes
Interactive content like product recommendation quizzes are said to push up conversion rates to almost 70% of the usual. Now this is good news in 2024 because more customers would want to make relevant choices.
“The biggest emerging trend store owners will want to take advantage of in 2024 is using AI-powered product recommendation quizzes to help their customers buy the right products. Product recommendation quizzes have been around for a while and are proven to increase CVR and AOV while reducing returns, but the emergence of AI has made this much easier to create with significantly better results,” says Gabriel A Mays, CEO & CoFounder, Popsmash.
3. Help customers shape their own journey
Erin Banta, Co Founder, Pepper Home holds the following opinion:
“Letting the customer take charge of their own journey is going to become an increasingly popular marketing trend in 2024 and beyond. In the past few years, customers became accustomed to taking their journey into their own hands due to the disconnect that occurred during the pandemic and now, it’s up to businesses to cater their customer service to allow their customers to take the reins.
For example, employing customer education and other resources to help shoppers gain a deeper understanding of why and how they can benefit from your product or service. Or, creating a more customized consumer experience, from the way you interact with your customer to their ability to fine-tune your product or service to their precise needs.
In general, sales success in 2024 will have to do with giving the customer more control over your business’ involvement in their purchasing habits.”
4. Prioritize mobile optimization
“Double down on your mobile optimization strategy for your e-commerce store. With mobile e-commerce sales on a steady rise over the past years, now is not the time to neglect mobile optimization as part of your marketing plan. No matter how good your publishing materials are, they can’t be fully maximized if they are not optimized for the user’s mobile experience,” says Meg Hellerstedt, President, Sylvane.
Seth Besse, CEO, Undivided, says, “Statistics show that mobile e-commerce sales reached over $2 trillion this year, and now makes up 60% of the entire e-commerce sales all over the world. This emphasizes why mobile optimization should be a top priority when producing marketing content. Otherwise, it’s a missed opportunity to engage the vast majority of potential customers.
With an ever-increasing number of consumers using their smartphones and tablets for online shopping, ensuring that your website is optimized for mobile devices is non-negotiable. This involves employing responsive design techniques that adapt the layout and functionality of your site seamlessly across various screen sizes.
But here's the deal: being mobile-friendly isn't just about meeting user preferences. It's a must-do for broadening your audience, improving UX, and boosting your conversion rates.”
James Wilkinson, CEO, Balance ONE opines:
“The escalation of mobile shopping at an unprecedented rate necessitates a focus on a mobile-first approach that's integrated with social commerce. The major focus of incorporating social commerce features into a mobile first approach is to render the buying process highly social—a goal that one can accomplish through integration of social media share buttons in the mobile website or application.
The frequency and volume of shares, significantly influenced by these buttons' placement, underscore their criticality within this context. Alongside each product, at the end of the checkout process or within the site structure itself—these locations are optimal for placement. The principal objective—to encourage users to propagate their satisfying experiences on various social media platforms following an interaction or transaction—is clear and direct.
Strategizing how best to target mobile users through social-media ads evolves from an optional tactic into an absolute necessity. Optimizing ads for mobile viewing, leveraging demographic and geographic targeting, among others—all these strategies are included. Platforms such as Facebook, Instagram and LinkedIn provide highly segmented audience targeting; thus ensuring your campaigns engage the appropriate audience—this guarantees maximum effectiveness.”
5. Use design that helps in brand recall
“One marketing strategy that's gaining momentum is the blending of website design elements with the product itself. For instance, using background colors that match product colors creates an immersive shopping experience. This strategy has been effectively implemented by brands like Stumptown and Farrow & Ball,” says Steve Pogson, Founder, First Pier.
“The use of animated elements and videos on product pages is another trend to watch. These elements provide a comprehensive look at products, enhancing customer engagement and potentially boosting conversion rates. Brands like Care/Of and Poppi are great examples of this trend in action.”
6. More focus on “experience” than “selling”
“We're leveraging language learning to create cross-cultural connections, nurturing a global customer base. My advice to fellow entrepreneurs: don't just sell a product, sell an experience. Craft stories around your items that resonate with the emotions and values of your audience. That's how you create lasting customer relationships in the digital space,” says Simon Bacher, CEO, Ling App.
And it’s becoming increasingly clear that closing the gaps between business and customer can actually help create better experiences—here’s how Sudhir Khatwani, Director, The Money Mongers puts it:
“For our next move, we’re betting big on the power of the people. Forget ads that interrupt your video binge — we’re all about customers who rave about us to their friends because, let's face it, we all trust a friend’s “you’ve gotta check this out” more than a flashy banner.
And if I had to throw a single piece of advice out there for my fellow online shop owners, it’d be this: pull up a chair and get to know your customers. Not just numbers on a screen, but what they’re saying.
Have real talks, swap stories, and use what you learn like a secret ingredient. Because when people feel like part of your brand’s story, that’s when they stick around for the sequels”
7. Immersive shopping experiences will grow
“Personalization will be king in eCommerce this year. AI-powered tools will help brands tailor experiences to each customer's needs. Plus, the metaverse will probably change how brands interact with customers, like virtual showrooms or an immersive shopping experience,” says Priyanka Swamy, CEO, Perfect Locks.
Kate Ross, Hair & beauty Specialist, Irresistible Me says, “AR is set to enhance online shopping by allowing customers to visualize products in their own space or on themselves before making a purchase, further bridging the gap between online and offline experiences.”
Geoff Cudd, Founder, DDIY says, “In 2024, I believe the marketing trend that will dominate eCommerce will be the integration of AI-driven personalization with immersive shopping experiences. This means using AI to not only recommend products but to create a virtual shopping experience that is tailored to each customer's preferences and previous behavior.
For instance, using augmented reality (AR) to try products virtually or personalized virtual storefronts. A new strategy in our 2024 plan is leveraging predictive analytics to enhance customer service.
By analyzing customer data, we aim to predict and solve customer issues before they even contact us, thereby improving the customer experience and reducing the burden on customer service.”
8. Compelling on-site & user generated content
"We’re seeing that UGC drives interactions and conversions on a much larger scale than branded content does in both paid and organic marketing channels. Being able to incorporate the customer into the branding and allowing them to tell their story of the brand is a much bigger driver than we have ever seen before. As much as AI seems to be taking over, it’s important not to miss the “human connection” which makes brands relatable," says Rhian Stuart, Head of Digital, Blakely Clothing.
“Create a blog or resource section with articles, how-to guides, and product reviews in various languages to attract organic traffic from diverse language markets.” is what Mariia Lvovych, SEO Specialist, Centus suggests eCommerce businesses do.
Compelling content also includes the kind of personalized messages eCommerce businesses show their customers—as Vaibhav Kakkar, Owner, Digital Web Solutions points out: "In 2024, several marketing trends are expected to dominate the eCommerce landscape. One significant trend is the rise of personalized marketing messages that forge a real connection between brands and their target market.
I'm helping my clients to invest time and effort into their site's content since it's evergreen and costs less money, longterm, than PPC ads. Think of Glossier and how the brand built off of its Into the Gloss blog. I believe lots of eComm brands could see better traffic to their site if they invested more in their content pillar," says Christine Corbin, Owner, Christine Corbin Ecomm Marketing.
9. Enhanced data protection will be top priority
“Striking the right balance between personalization and privacy is crucial to ensure customer trust and compliance with data regulations. By embracing these trends and addressing ethical considerations, companies can stay ahead in the ever-evolving eCommerce landscape in 2024,” says Vaibhav Kakkar, CEO, Digital Web Solutions.
10. Choose interactive email marketing
“Our team is exploring interactive marketing as part of our email marketing strategy in 2024. With gamification proving to be an effective technique for marketing and sales, interactive and immersive experiences will continue to rise in the coming years—and we are banking on that. We are looking into interactive email marketing campaigns that gather feedback, input, and signups from our audience through quizzes and polls.
It will make them feel more involved as they control which campaigns they want to see more of and encourage them to participate in our personalized newsletters. This project extends our email marketing personalization while giving our audience more control over the data they share and their preferences on the content type they want from us,” says Nat Miletic, Owner & CEO, Clio Websites.
11. Focus on brand authenticity
Kevin Miller, Owner, KevinMiller.com says, “In 2024, my one essential marketing advice for fellow store owners is to prioritize and invest in building authentic connections with your audience. Focus on authenticity. Be transparent. Share your brand story, values, and behind-the-scenes moments. Authenticity will build customer trust and make them more likely to engage with the brands they perceive as genuine.
Humanize your brand. Show the people behind your store—whether through employee spotlights, founder stories, or customer testimonials as those human connections resonate deeply with consumers. In an increasingly digital and competitive landscape, where consumers value transparency and genuine relationships with brands, the ability to connect on a human level can set your store apart."
Isaac Bullen, Director of Marketing, 3WH says, “Focus on personal contact with people. While all the helpful technological tools, which are abundant today and are increasing thanks to AI, certainly make our work easier and improve its quality, at the same time, all of these highly automated processes can distance us from authentic human contact. That’s why the search for ways to establish personal contact with the customer is the key.
It is likely that companies will seek ways to establish authentic connections with their audience. Despite technological progress, personal connections with customers will regain importance. Companies will explore ways to create authentic relationships with their audience to strengthen loyalty.”
12. Use visual platforms strategically
“Another trend is the growing importance of visual content. Research has shown that people prefer visual content over plain text, and platforms like Pinterest and Instagram have witnessed significant growth due to their image-focused nature,” says Vaibhav Kakkar, CEO, Digital Web Solutions.
Isaac Bullen, Director of Marketing, 3WH says, “I believe that digital marketing in 2024 will significantly focus on AI, Visual Search, emphasizing sustainability and ethics, as well as re-establishing personal connections with customers,Emerging search technologies will enable users to search with images, transforming how people discover products online. Many companies will increasingly adopt this feature, allowing customers to find products based on aesthetics or style.“
13. Create engaging video content
“Consumers are still hyper-engaged on social media and continue to crave deeper, more meaningful content. Loosely scripted voice overs that provide thorough and detailed information about the moment or moments depicted will see longer view times and higher unique views. If content managers add captions, too, that's a plus! Long-form, high-quality video content dominates our content marketing strategy for 2024 and beyond.
Visually captivating storylines will tell the origin story of the brand and its charismatic founder and licensed barber, Tae Pickens, better than any quick 15-second video ever will,” says Gabrielle, Business Development Manager, Taelor-D Made.
14. Spike sales with voice search
It’s now a proven fact that voice search can be a gamechanger for an eCommerce business—research says such an integration can improve conversions by 50% and sales by 25%.
“Voice recognition and AI will keep expanding in the field of online shopping, and it is crucial to keep yourself informed about the current trends and understand what your customers want. This year, the use of voice search is predicted to increase by 90%.
To adapt to voice search, it's important to optimize product pages by including the appropriate product name, brand name, and other relevant keywords in the product title, H2 and H3 headers, and meta description.In addition to making your product pages better for voice search, it is crucial to make sure your website works well with voice search.
This includes ensuring that all the details about your products can be easily found, that your website is easy to navigate, and that it can be accessed on mobile devices,” says Mathew Ramirez, Founder, Rephrasely.
This trend necessitates a pivot: instead of relying on typical search terms, enterprises must promptly incorporate conversational long-tail keywords into their eCommerce channels; they need this swift adaptation to ensure consumers can effortlessly discover and engage with products or services, a crucial factor in successful business operation.
15. Tap into the community commerce advantage
“In terms of our unique marketing strategy in 2024, we intend to concentrate on Community Commerce. To promote our brand and products, we will leverage the power of online communities and influencers.
This strategy will instil a sense of belonging in our customers and increase brand loyalty. If I could only give one piece of marketing advice to other store owners, it would be to prioritize the customer experience.
Make your website seamless and user-friendly, provide excellent customer service, and listen to customer feedback. Customers who are satisfied with your product or service are your best brand advocates, and a positive customer experience can drive long-term success in the eCommerce industry,” says Benedict Ang, Senior Coach, Total Shape.
Abid Salahi, CTO & Co-founder, FinlyWealth says, “Looking to 2024, 'Community-Driven Commerce' is poised to revolutionize eCommerce. Our strategy integrates tightly-knit community engagement into the consumer journey, fostering user-generated content and peer recommendations to drive trust and sales.
I urge store owners to cultivate vibrant online communities around their brands. A loyal community doesn't just lift your product; it amplifies your brand's voice and authenticity in a way no other marketing can.”
16. Initiate influencer marketing
“Regarding our marketing strategy for 2024, we're moving further into the realm of influencer marketing partnerships. We're focusing on micro-influencers and building authentic relationships with our target audience. We'll focus more on user-created content, creating authentic experiences with products. It's all about building a community around your brand, building trust and confidence,” says Priyanka Swamy, CEO, Perfect Looks.
Ben Neck, Director of Marketing, Tortuga Backpacks says, “With the quick evolution of generative content on search engines and ChatGpt spitting out lists of what to buy, we at Tortuga are focusing on working with long-form video influencers. Since our carry-on travel backpacks are a premium product with a long consideration phase video is a great way to educate and help potential buyers understand the product before purchasing.”
17. Incorporate AI & machine learning
"Our focus on AI extends to voice search optimization, ensuring that customers can easily find our products through voice-activated devices. AI isn't just about efficiency; it's about creating a seamless and engaging experience for our customers," says Sahil Kakkar, CEO, RankWatch.
Campbell Tourgis, Executive VP & Chief Operating Officer, Wainbee states, “When you leverage AI-powered pricing algorithms, you can optimize your product pricing to match current market conditions, inventory levels, and customer behavior. This maximizes revenue and ensures that customers feel they're getting the best possible deal.”
Jason Wise, Editor, Earth Web says, “The AI-planned personalized product recommendations, ads, and purchasing interfaces transform an otherwise impersonal digital space into a carefully chosen haven that suits my preferences. The algorithms are smart enough to guess what I'll like and then show me choices that match my constantly changing tastes. The ease of automated processes and the closeness of one-on-one interactions come together to create a digital experience that feels like it was made just for me and my trip.”
18. Work with an omnichannel approach
“Grow your eCommerce presence by reaching more customers and selling on different platforms. While it means more work since you'll be dealing with multiple channels, it's worth thinking about expanding your team if your business is growing.
Nowadays, customers are all over the internet, and you don't want to miss the chance to show them your products. Having a presence on different platforms ensures you reach a wider audience.
The time and money you put into this will likely pay off. Expanding your team makes the workload more manageable and allows you to approach each platform more effectively. As your business grows online, the combined effort will boost your visibility, engage more customers, and, in the end, increase your sales,” says Gideon Rubin, CEO & Co-founder, YourIAQ.
19. Greater sustainability focus
"Consumers are increasingly aware of their environmental impact. Brands that can effectively communicate their sustainability practices and ethical standards will likely gain a competitive edge," says Kate Ross, Hair & Beauty Specialist, Irresistible Me.
“In addition to being eager to buy a good or service, today's consumer is also interested in learning about the brand's principles, especially regarding social and environmental responsibilities. Global issues like social injustice and climate change have sparked this movement, which has seen a rise in firms showcasing their ethical and sustainable business practices.
Values and value are equally important in marketing in 2024, from fair trade sourcing to eco-friendly packaging."
"To keep up with these sustainability trends, consider converting to eco-friendly packaging, reducing the carbon footprint associated with transportation, and collaborating with suppliers who uphold moral standards.Use your marketing channels to showcase your green credentials and ethical company conduct. Customers who care about the environment will connect with this, and it will differentiate you from the competition,” states Tristan Harris, Senior Marketing Manager, Thrive Agency.
UX: an evergreen trend in eCommerce
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