For many years around the turn of the Millennium every Christmas was going to be the ‘one’ where online shopping tipped over into the mainstream. Now we can’t imagine how we lived without it and it’s shopping on the high-street in the run up to Christmas that now seems slightly odd. So over a decade later, what will we see in the ecommerce sector in 2014, how will this industry develop? We’re looking at three key areas:
Tablet Shopping
I think the most important trend in 2014 will be the continued usage of touch-screens and tablets. This is really changing shopping behaviour, including when people are out shopping, in travelling time, while second-screening and during other typically unused time spots.
2013 has been the year that tablet ecommerce really started to happen. Consumers now often start the shopping experience on a tablet and more often finish it on a tablet as well. This has fundamentally changed the way that customers browse for shopping ideas and it means that they have better ways to look at their options and buy.
Browsing and sharing things continues to become a bigger part of the customer journey. A lot more browsing used to be offline, but better user experience on tablets has changed this. As result of this touch, multichannel change the shopping trip happens across many different sessions now. Being able to save wish lists or liked products for use at a later stage is going to be key.
Shipping
The website may be available everywhere, but can you get your product delivered? My initial thoughts of news of Amazon drones for shipping are: I love it; I want one and think it's great. Unfortunately it seems rather impractical especially in terms of say scale vs. motorbike deliveries. In addition we have to consider the following:
• Firstly, as an Ultralite pilot I have to point out the effect of wind. Most drones only fly at 5-10 knots which is about the same level as an average wind speed. Even if the drone has twice as much power, as soon as there was any wind the practical delivery zone disappears.
• The drone needs a landing area in a garden, which cuts out all the population who live in apartments and wooded areas. Delivery would have to be houses with gardens with a short distance to an Amazon hub. Amazon hubs are huge and tend not to be close to large houses with gardens.
• Drones still need to be guided by someone and the cost effectiveness of this compared to several orders on the back of one motorbike doesn’t compare.
• Drones and the cost of drone delivery means that it will only work for expensive light weight goods, like electrical.
We do think 2014 will see companies focus on the drive towards even more rapid delivery services, with same-day services growing in major cities. Sadly, however against a motorbike drone technology does not stand up in costs; weather proofing, security and reaching the majority of customers. So while customers do want rapid delivery for certain items, it will probably happen on the back of a motorbike.
But if drones do ever launch, I will be looking for a nice hotel near an Amazon hub and on a sunny day I will sit by the pool ordering stuff, just for the fun of it!
Partnering & Sharing
There will be a continued rise of the mega marketplaces such as Amazon, eBay and Rakutan that shoppers now use as search engines for shopping and recommendations.
Our relationship with Amazon has opened up a new way of selling our shop-partners’ designs in other retailer outlets and marketplaces. We expect this type of partnership to keep on growing in 2014.
Whatever the top stories are, now that ecommerce has caught the public attention, there is always something to be working on to improve your offering. 2014 will definitely be a busy year for online retailers!
By Philip Rooke, CEO of Spreadshirt.
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