For e-commerce, 2021 may have been the year of uncertainty, but 2022 will be lot more focused. While the pandemic continues to loom in the background, its impact on customers, shopping, and technology has become increasingly evident.
Last year, the industry saw a significant increase in e-commerce adoption and preferences, and 2022 appears to be a year of major structural changes.
Brands have been leveraging sophisticated architecture of online marketplaces to reach customers all over the world for several years. Many of them were snapped up and consolidated by a wave of brand aggregators in 2021. An increasingly mature service provider market is giving options for those who wish to stay independent to professionalize their enterprises and accelerate their growth.
In 2022, these trends will play out in full. A variety of developments will either add fuel to the fire or put the brakes on rapid expansion as a result of this. Here are some key trends to keep an eye on:
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Consumers will continue to be faithless
Customers were often unable to find their favorite brands on their preferred platforms throughout the pandemic. As a result, they have honed their ability to search many apps and websites for what they are looking for — even if it’s from an unfamiliar source. Brands and retailers can find both opportunities and risks in this faithlessness, but they must first focus on offering great customer experience first.
The people have the power
The labor market has been the most surprisingly disruptive force in the past year. For far too long, key supply chain players have taken their employees for granted, but they are now reconsidering their approach. Innovative attempts will be made in 2022 to create work environments that employees will appreciate. While pay and benefits are important, the companies that are the most innovative in supporting their employees will be the most successful.
The need for more control
Brands will increasingly try to take control of their customers’ experiences away from marketplaces and other retailers in 2022. The main question they will have to answer is what they will do with that control once they have it. It will not be enough to just provide a similar experience to large online marketplaces and competitors. Brands need to establish long-term loyalty by offering customers with something of value that they can’t obtain somewhere else in order to be successful.
Retargeting is a thing of the past
The advertisements that follow people around the Internet will still be around in 2022, but that doesn’t mean businesses should do it because they can do it. Instead of DSP, it’s a better idea to make sure their advertising is rock solid on the platforms where their customers are most likely to buy their items, such as sponsored brand or sponsored product ads. Consumers are considerably less engaged when they go off-platform to view videos or read the news. Businesses should advertise in a way that reflects their attitude.
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A year of consolidation
After billions of dollars in e-commerce mergers and acquisitions this year, the trend is expected to continue in 2022. Aggregators will continue to buy brands and repackage them for sale in the coming year, but they will also require assistance with operations. Aggregators will rely on service providers to address operational gaps and provide full-service solutions that help brands at all stages of development. There will be an increase in the number of everything-partners, who can help with everything from product development to strategy and all the way through the supply chain.
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