The Future of E-Commerce (or Our Predictions for 2023 😉)

“Personally, I hope 2023 will be the year of sustainable user experiences.”

- 15. December 2022

As much as we’d love to, we can’t predict the future. That technology simply hasn’t been invented yet ;) but we can look at data to inform our predictions for the year ahead.

We chatted with Adapt CEO Kresten Wiingaard to talk about the new year and what will drive the future of e-commerce.

In short, your 2023 Marketing plan should keep these 3 things at the forefront:

🤳 Mobile users

🤝 Customer connections

🌎 Sustainability

1. Mobile Comes First

Source: StatCounter Global Stats - Platform Comparison Market Share

Mobile-first has been a well-known approach for many years and with more than 6.6 billion smartphone users in the world. Adapting to a mobile-first approach is no longer a matter of when, but how. We started talking about going mobile-first in 2014, and in 2016 we saw mobile traffic begin to overtake desktop traffic. But even with this data, many companies still underserve the mobile user.

  • “Now we see mobile traffic up around 70%, and the users want to complete their tasks on their mobile phones. If you don’t allow a straightforward interface, then you will lose the deal.” - Kresten Wiingaard, Adapt CEO

2. An App-y Medium

Speaking of mobile, let’s talk apps. The discussion around native apps or responsive design is lengthy and ongoing, but it’s in your business’s best interest to prefer a native app. Native apps tend to support a better user experience, and that's what the user wants. No one wants buying something online to feel like a hassle.

  • “You’ll also need a flexible IT infrastructure to accommodate a dynamic market. So being able to publish and serve your customers on their preferred platform requires you to build your digital landscape on modern architecture.” - Kresten Wiingaard, Adapt CEO

Kresten says the key here is to turn away from a Monolith into an API-driven platform. (Psst... you can expect MACH architecture to get even more traction in 2023.)

3. Customer Connection

Omnichannel is also a word that has been around for a while, but still, only a few brands have understood how to execute it. Similar to the point above, we need to meet customers where they are. Your brand’s mission should be consistent across all platforms, devices, and contexts — including your online store.

Ecomm brands should offer customer support through whatever channel the customer uses, like Facebook Messenger, email, and phone. No matter where your customer is, your team, products, and brand are only a click or call away.

You can also save a load of advertising money on Google, Facebook, and the like if you connect with your customers directly.

  • “We often see that companies tend to pay Google for the same user’s visit not only for the first visit but also the second, third, fourth, and fifth time around. Do yourself a favour and calculate the business case for this! ROI is most likely 5 months in front of you.” - Kresten Wiingaard, Adapt CEO

In short: meet your customers where they are and foster the relationship often.

4. Sustainability is Life. Literally.

As a brand, you need to meet the demand for sustainable products from the users. We all need to do something, and fast, if we want to survive on this planet. Going green is no longer a mission for the youth, but a call to action for everyone.

Besides sustainable products and practices, we must be aware of our digital carbon footprint. Digital services account for 4% of all greenhouse gases and that number is only going up.

  • “Personally, I hope 2023 will be the year of sustainable user experiences.” - Kresten Wiingaard, Adapt CEO

Sustainable web design should be at the forefront of every brand’s mind. Not only is it friendlier to the earth, but it often leads to faster loading times and an even better user experience.

Together we can create a more sustainable, beautiful internet for everyone!

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