At Línea Gráfica we wanted to break down different parts of the analysis that BrainSINS and 90 experts have carried out on the evolution of 2015 in the online sales sector. Variety is the spice of life and we confirm that, for better or worse, the work of these professionals in the sector has been thorough and detailed .
Before explaining the trends, we would like to share three graphs that indicate user purchasing behavior: Product Type, Age Segmentation, and Continent Segmentation .
To carry out a concise analysis, it is necessary not only to establish the short-term trends , which we can already glimpse from how the market behaves, but also to reach a way of defining the long-term trends - desires -, thanks to the needs - fears - that we must be able to cover in the future.
Once we have taken into account that both fears and desires shape trends, we analyze the 5 main concepts that will be repeated throughout 2015 .
5. Be competitive. There is no doubt that the eCommerce sector is on the rise and will continue to grow. According to experts in the field, we will surpass 20 million buyers in 2015. This means that there will be many companies waiting for their opportunity to compete to be the best positioned for user purchases.
The main problem is that it is increasingly difficult to compete with basic capabilities since the sector is becoming very accessible to anyone and we must " reinvent ourselves " so as not to resemble other companies .
Companies in the sector will have to differentiate themselves by creating value beyond the transaction itself. Those that don't will continue to fight over whether or not to open on Sundays while their potential customers shop from their living rooms.
To carry out a concise analysis, it is necessary not only to establish the short-term trends , which we can already glimpse from how the market behaves, but also to reach a way of defining the long-term trends - desires -, thanks to the needs - fears - that we must be able to cover in the future.
Once we have taken into account that both fears and desires shape trends, we analyze the 5 main concepts that will be repeated throughout 2015 .
E-COMMERCE TRENDS 2015
1. User at the centre . The main concern of eCommerce professionals in 2015 will be to put customers at the centre of all processes. Employ all their efforts to satisfy their needs and address them with multiple offers and proposals – without overwhelming them – that imply an enrichment of both parties."Companies without customers are nothing, neither online nor offline, so let's put the customer at the center of everything!" Carlos Andonegui (CEO of VinoPremier)
2. Mobile first . Mobile commerce has become a reality, and it is not enough to be prepared for mobile devices; you have to think of the smartphone as the cornerstone of your project. We have seen how technology is evolving and with it, mobile phones have increased their features and capabilities to become “pocket computers”. Some people will think, what about tablets? They are also important, but they do not reach the level of our mobile phone, since it has become an essential element almost 24 hours a day."Smartphone penetration in Spain is overwhelming and visits via mobile already represent 30%" of total visits.
3. Omni-Channel. This means being able to align multiple strategies within our company, ranging from having a presence in channels that generate traffic to being present in marketplaces that distribute their products.
It will be difficult to adapt to this great sales channel, but once it is integrated, it will be a leap in quality and an important benefit for the future of your company. An example : I get a discount on the FanPage of a page that interests me, I buy a product at a reduced price in its online store and I select the in-store pickup option to save on shipping costs. * We have managed to unite ecommerce, physical stores and social networks . 4. Personalization makes the difference . We must take advantage of the fact that the user is at the center now to provide relevant experiences that lead to the purchase. The more you know the customer, the easier it will be to get it right. There is no point in offering sweets to someone who is looking for savory. The great challenge for 2015 will be to achieve complete personalization . Giving the customer what they want, when they want it, and at a reasonable price. Experiences tailored to the needs of personalized content, products, and communications.
5. Be competitive. There is no doubt that the eCommerce sector is on the rise and will continue to grow. According to experts in the field, we will surpass 20 million buyers in 2015. This means that there will be many companies waiting for their opportunity to compete to be the best positioned for user purchases.
The main problem is that it is increasingly difficult to compete with basic capabilities since the sector is becoming very accessible to anyone and we must " reinvent ourselves " so as not to resemble other companies .
Companies in the sector will have to differentiate themselves by creating value beyond the transaction itself. Those that don't will continue to fight over whether or not to open on Sundays while their potential customers shop from their living rooms.
