18 eCommerce Trends To Watch For In 2022

If you're hoping to get more traction for your eCommerce brand, drive more traffic and convert that traffic into buying customers, then it's important to know the latest trends shaping the industry.

The year 2021 was a massive one for eCommerce given the effects of COVID. The pandemic sped up changes across several verticals, and that acceleration is expected to continue in some capacity as we move into 2022 and beyond.

Here are 18 eCommerce trends that you need to be aware of in 2022:

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1. Customers will shop in marketplaces rather than eCommerce stores

Businesses that didn't even have a website before 2020 have suddenly come online. However, consumer behavior continues to favor convenience. Many newer eCommerce businesses lack the backend infrastructure to cope with an increase in traffic and the requirements of shipping currently being placed on them.

On the other hand, companies such as Amazon and Walmart have the experience and infrastructure required to satisfy today's customers. Other niche marketplaces such as Etsy continue to grow to accommodate new digital entrepreneurs.

Nick Hayes of RANDYS Worldwide explains,

"As shoppers realize the ease of shopping in a marketplace is easier and more convenient than shopping on multiple eCommerce stores - with the mental satisfaction of 2-3 day shipping and free returns on most items and most marketplaces, consumers will expect the same from all other eCommerce sites. The bar has been set. Big eCommerce companies offer the best of both worlds: they provide value to consumers, low barrier to entry for brands to sell online, and user-generated content that perpetuates both product and content relevance as well as search rank."

Think of it as another channel and diversify your brand by listing products on marketplaces.

While it's important to grow your digital presence through a website or eCommerce store, the most critical thing is your customer's convenience.

If you're just starting out or have a brand with low exposure, become a seller on your industry's top marketplaces. This way, you can take advantage of the high traffic reach, swift shipping and overall experience of these larger companies.

However, be careful not to only rely on these marketplaces. You don’t own the customer data when you sell your products on sites like Amazon which can be a limit for your brand growth. The solution is to drive visitors to your site by offering them limited edition products that create urgency and scarcity.

Read this next:Omnichannel eCommerce Marketing Strategies: 8 Ideas To Create The Perfect Customer Journey


2. Online buying will not be limited to B2C products

Disruption wasn't merely a buzzword in 2020 as businesses accelerated their digital transformation efforts amid global changes. Consumers with no other alternative turned to eCommerce to get everything necessary for their daily lives.

Suddenly food, fashion and gadgets weren't the only things people could purchase online and have delivered to their doors. Groceries, furniture and even vehicle parts have joined the list.

These changes to buying habits might slow down slightly as people are able to return to their regular routines, but they certainly won't stop.

The shift of eCommerce from something people became dependent on rather than a simple convenience will mean that brands need to adapt their strategies accordingly.

How to take advantage

Whether you’re a manufacturer, B2B or something else, start selling D2C or D2B.

The products you’re selling can now be bought online. You simply need to make it easier for your customers to buy from you.

You can start by creating an online catalog which contains all of your products. Next, build a user-friendly buying experience by augmenting that catalog with relevant content.

Read this next: Content and Commerce: Exploring The Secrets of High-Growth eCommerce Brands


3. Self-service platforms will continue to rise in popularity

Getting started online was once a long and painstaking process. But, 2020 has changed the narrative and shown us how quickly small businesses and solopreneurs can digitally pivot their businesses.

"The trend for 2022 will favor platforms that deploy & sell quickly online, without the need for a small army of developers & consultants,"

… says Chris Byrne, CEO of Sensorpro.

Rather than going the expensive route the first time around with your eCommerce store, search for platforms that can help you get up to speed quickly.

If your brand is already established, consider creating templated content that can help your audience get up to speed quickly with using your products or solving a common problem within your industry.

Read this next:How to Choose The Best eCommerce Platform: The Ultimate Guide


4. Shoppable video ads on social media

Social media consumption won't slow down in 2022, and brands will begin to advertise in different ways on channels such as TikTok and Instagram.

According to Digital Growth Initiator Eduard Klein,

"Zoomers spend hours scrolling TikTok and Instagram feeds. Merchants are in seventh heaven; video is the perfect channel for reaching the curious young target audience. Gen-Z can make buying decisions literally from their social media feed, and videos let them shop straight away."

Brands have already started to get a lot of value from placing ads in stories on apps like Instagram and Snapchat, so this is just the next step in the evolution of social media selling.

This year we've seen Facebook launch Instagram Shops and Shopify partner with TikTok. In 2022, we'll see what brands can do with these changes.

Video provides another dimension when it comes to marketing your products. If you're a D2C brand, then record videos of your top-performing products and place them on the social media platforms where your audience can be found the most.

Your videos can vary from unboxing videos to tutorials or explainer videos. Product images can even be converted into a slideshow and user-generated content can be reposted to capitalize on the video frenzy.

Read this next: How Frank Body Used Content Marketing to Make $20 Million in Sales


5. Omnichannel selling will be the norm

Lauren Davis of Just After Midnight put it this way:

"Omnichannel selling will become the new normal. We're really seeing this with the public cloud platforms moving into this space with tools like Amazon Personalize and Pinpoint. This could potentially be disruptive in an interesting way, but the bottom line is omnichannel selling, and those kinds of capabilities will be cheaper and more accessible. 2022 will be the year this moves from something some are doing to something most are doing."

Most businesses are already aware that customers want to view content in multiple ways. Tablets, mobile phones and desktops are just the beginning. And like we've mentioned in other trends, brands are discovering new ways to sell their products through social media.

Amazon Pinpoint and Amazon Personalize are two products from Amazon Web Services (AWS) that enable brands to improve the customer experience and communicate with customers across multiple channels.

eCommerce trends 2022: Amazon Pinpoint

Start by doing a deep dive into your customer and understand the things that matter the most to them and the channels they frequently visit.

Today’s customers are seeking a cohesive buying experience across multiple channels. To facilitate this, brands need to use headless commerce architecture that delivers content and products to any screen or device with the help of APIs.

It can be enticing to want to be everywhere, but you should start by focusing on the channels where your customers go the most and sell to them there.

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6. Analytics will flourish

In the world of eCommerce, customer data will continue to gain value. Many brands focus on the basic, but vital metrics provided to them, such as click-through-rate on specific campaigns and conversion metrics that indicate where the bulk of traffic and sales are coming from.

However, as we roll into 2022, many will uncover data capabilities and get even more granular.

Vanhishikha Bhargava of Contensify explains,

"Segmentation is going to go beyond just one-time sales and loyal customers. It's going to be a lot about how they interact with your eCommerce business. Knowing who your price-sensitive customers are. Knowing which one of your customers would rather buy full-price and who are more likely to abandon carts, and so on."

See what data you currently have available about your customers and your eCommerce stores. Are you able to gather enough insights from it? If not, see if you can upgrade to another tier that enables you to really drill down into the data.

If you can't, see what other analytics platforms can help you as better data can yield better results, such as:

  1. Segment your audience by geographical location, age and gender, buying habits, total spendings, and more.
  2. Determine which channels led your customers to your store.
  3. Understand which content leads to the most conversions.
  4. Generate ready-made reports.
  5. Integrate with your CRM, CMS and more to gain a 360-degree view of your eCommerce business.
  • As Bhargava points out, "This will take the ability to personalize campaigns to a new level. You can apply the same to products. Knowing what's trending, what's not, what's refunded or returned the most, is a great way to timely pick up on changes in consumer needs. Getting to save up on inventory holding costs, will give eCommerce businesses more mileage and resources for marketing and growing their business."


    7. Influencers will become brand partners

    Most eCommerce brands have tapped into influencers over the years to leverage their vast audiences. According to Influencer Marketing Hub, the influencer marketing industry was expected to reach $9.7B in 2020.

    Why is influencer marketing such a major boon for eCommerce brands? Jordie Black of ZINE breaks it down for us,

    "Many eCommerce brands have a content problem - in that they are unable to create enough content at scale to support their marketing efforts. In 2022, a trend we will see is brands looking to influencers as content creators to support the content creation process in lieu of a content agency. We'll also see brands add paid media spend to this content so that they can control the reach and audience."

    Reach out to influencers in your niche and get them to help create content for your business:

    1. Make a list of local or micro influencers that share your brand value.
    2. Build a relationship with them by helping them to grow their audience first and/or providing free merchandise.
    3. Give them the freedom to create the way they want to create.
    4. Pro tip: Take advantage of NEW features on social media platforms since the algorithm rewards the adoption of these new features. For example, Reels on Instagram get more organic reach than regular posts or stories. So, every time there's a new feature, get on the bandwagon and experiment.
  • eCommerce trends 2022: Instagram Reels

    (The Ultimate Guide to Instagram Reels | Source)

    Influencer content doesn't need to be limited to ads for B2C companies either as the goal should be about providing value for your customers.

    For example, the Dell Luminaries podcast explores IT transformation and business growth through discussions with tech experts.


    8. AI will get less artificial and more beneficial

    In previous years many of the benefits of artificial intelligence were a bit early to be realized in eCommerce, but that will change dramatically in 2022.

    As concepts such as machine learning and chatbots become more mainstream, brands can leverage AI to yield real business impact.

    For example, AI can already be used to make recommendations for what customers should purchase next based on their history. Brands can also leverage concepts such as voice search to position their products in front of customers. AI will also be able to assist on the backend and help in making inventory predictions.

    Buy into AI and don't see it as something for the future. Start by using AI tools that can help you streamline your marketing, improve the customer experience or perform critical tasks for your business much faster.

    For example, SparkToro crawls social profiles to determine which podcasts, social profiles and more are popular with your audience. The time for AI is now, and many brands are always using it to their advantage. Dylan Max of Netomi points out that:

    "Retailers are turning to artificial intelligence to improve everything from operations and inventory management to create good customer service and loyal customers."

    There are many tasks which eCommerce brands might have hired a virtual assistant to cover that AI can help you tackle, allowing you to put your human resources in more creative roles.

    9. Personalization will go beyond making a purchase to making a bond

    Customers much prefer when their experience is tailored to their unique needs. Smarter HQ has learned that 72% of customers only engage with personalized messaging.

    While personalization was initially limited to email marketing, customer expectations and technology capabilities have changed what is possible.

    How to take advantage

    Personalization aims to create a long-lasting customer relationship by recording information about your customer (with their consent) and using it to remember things like the last time they made a purchase, the types of items they usually buy, and then provide recommendations for next steps.

    For example, Enfamil requests the due date of babies from pregnant mothers when prompting them to sign up for an email list. This allows them to provide relevant information throughout the pregnancy and as the baby develops.

    eCommerce trends 2022: Personalization to go deeper

    Brands should also use information stored in a CRM database to create a personalized customer service experience, no matter where a customer chooses to interact, whether via email, phone or another channel.


    10. Green consumerism will grow in popularity

    Sustainability is no longer reserved for a few brands. In fact, changes in the economic, cultural and social landscape in many countries worldwide have shifted the focus towards making products that protect the environment.

    Brands such as Amazon have taken the pledge towards sustainability, and other eCommerce brands are likely to be following suit as humans look for ways to reduce waste and preserve the earth for future generations.

    Green consumers are also flexing their purchasing power, with 65% of buyers wanting to make purchases from brands that aim for sustainability according to the Harvard Business Review.

    How to take advantage

    Analyze your current products to determine if they are being made through sustainable processes or with sustainable materials. If they aren’t, consider making changes to adopt a more sustainable process by reducing the amount of packaging waste or outlining ways for your customers to recycle your products when they’re finished with them.

    Align your brand with a charitable organization that gives back to the environment. Just like choosing an influencer, your brands can benefit from working with each other, provided that you’re ethically aligned.


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    Voice search refers to the use of spoken language as a means of interacting with search, rather than entering text in the search field. This involves talking to a digital assistant like Amazon Echo, Microsoft's Cortana, Apple's Siri, or Google Home. 

    It is important to note that it is not only specialized devices that offer voice search capabilities. Digital assistants are installed in all modern smartphones. You have a digital assistant in your pocket right now. But how far has this trend really gone? Is it necessary to reconfigure our eCommerce marketing strategies to take this new search methodology into account? 

    Why don’t we let the statistics answer that question for you. 

    • One-third of the United States population use voice search features (Emarketer) 
    • 71% of consumers prefer to conduct queries by voice instead of typing (PWC) 
    • Three-quarters of all US households are expected to own at least one smart speaker. (Microsoft) 
    • More than half of all owners of smart speakers use their devices daily.(NPR)
  • As the devices and browsers evolve it's important to maintain an ecommerce store that is capable of handling Voice search At a minimum, make sure your ecommerce site is optimized for mobile voice search by prioritizing the type of information people request, such as your website and physical address, contact number and business hours.

    12. Speed and core web vitals essential for performance


    In 2022, web presence needs to be more than just a website. A healthy website is well maintained, runs quickly and smoothly, and achieves its goals with a great user experience. Google considers Core Web Vitals to be three key metrics that impact your website's overall user experience. These Core Web Vitals track page load time and user engagement.

    In a basic sense, Core Web Vitals are a subset of factors included in Google's “page experience” score, which measures your page's overall user experience (UX). Page Experience is now an official Google ranking factor as of June 202. Core Web Vitals will be particularly important this year because they significantly impact how Google ranks your website.

    13. Elastic search to get visitors to their needs

    Elasticsearch is used to query and analyze structured and unstructured data. Unlike other text-based search engines, Elasticsearch uses inverted indexing and other best-in-class algorithms to give rapid search results. As a result, Elasticsearch allows anybody to filter through vast amounts of data effortlessly.

    Also, Elasticsearch can help visitors locate items quicker than just browsing. Built-in capabilities enable it to repair typos, spelling errors, and even autocomplete searches. In the coming year, Elasticsearch will be in the spotlight since it makes searches easier and helps customers find what they are looking for faster, improving the overall user experience and increasing the likelihood of the user purchasing from your site.

    14. Data driven decision making

    Data is of growing importance, and we will see it’s importance shine through during decision-making process this year. If you want to make decisions based on data, you have to get into the analytics and small details that give you the information you need. That's where your KPIs come in. For example, when you look at your company's year-over-year growth and net profit to retention rate, you can see if your business is meeting its goals and where you need to improve if it isn't.

    Conversion rates are also a notable metric. Your conversion rate is based on the number of site visitors who make a purchase. The key to success is understanding the many metrics out there, and how they should impact the decisions you make about your business.

    15. Content driven commerce

    Content-driven commerce is a new marketing strategy that we will see more of this year as it gains popularity in many different industries. This model is based on the idea that content, such as blogs and videos, will be the core of the customer’s experience with a company. In other words, all marketing opportunities that a company offers its customers will be done through content. The goal is to make your business more visible through quality, relevant, and engaging content. In addition, this model generates a deeper connection between the customer and the company by offering more personalized marketing techniques.

Ecommerce business guide

The only guide you need to growing and scaling your eCommerce business

Everything we've learned throughout our 18+ years journey in a PDF guide.

16. MultiChannel customer support

A multi-channel customer support system is an excellent tool for an eCommerce company. Not only does it provide better customer service, but it can also increase the level of engagement with your customers and increase their likelihood to return and purchase again. Customers want to be able to contact your business whenever they need help. In today's world of digital interactions, that includes chat and social media messaging, and phone calls. This year, we will see the practice of providing quality customer service through all available channels to retain customers.

17. Headless platforms drive connected commerce

Over the last few years there has been a quiet revolution in both content and Commerce platforms. Headless or API first platforms offer customers a new level of flexibility and connectivity to drive their digital transformation. 

These platforms offer two distinct advantages from the incumbent systems.

Content flexibility -  the ability for you to create content the way you or your business understands it. Content can be composed and structured like lego blocks, allowing you to define the information once and reuse it everywhere. This makes it easier for organizations to build omni channel experiences using just one platform.

API first - With the introduction of Application Programming Interface APIs platforms an opening up all the functionality for developers to use to create an integrated experience within their own or 3rd party systems.  Any feature on a headless platform can now be delivered or customised by developers to create exactly what the customer needs on a frontend or backend system. External systems can be integrated with the headless platform through the use of APIs making it easier to transfer content or execute processes.

This year  headless platform adoption will increase as developer's and system integrators look for new ways to access information to build systems across multi channels. Headless Commerce will allow for rapid development and innovation allowing retailers to rapidly deploy activations and share information with other systems.

18. B2B portals gain momentum

For a number of years we have continued to highlight how business to business companies are undertaking digital transformation.

33% of consumers who ended their relationship with a company last year did so because the experience wasn’t personalized enough. (Accenture)

Although we still see a number of manufacturers & wholesale operators resisting the move (either for product or operational issues), increasingly many companies are adopting it as a way for them reach new customers and to service existing customers more efficiently.

The customer portal is becoming the gateway to the company, customers able to see a complete picture of their relationship both online and offline. Relationships are more personalized, when it comes to products, pricing and discounting. Information can be transferred seamlessly and openly. B2B companies using the customer portal to scale the current operations both at a local level and at an international level.

R&D and product teams can have direct access to customer cohorts to obtain feedback and assistance with product development, helping reduce product life cycles.

Customers can now engage directly with manufacturers to develop new products and solve existing product issues. This is done in a collaborative environment where everyone is learning.

Sales are expected to move from order taking to outbound selling.

The marketing team finally has a way to reach b2b customers with tailored offerings and personalized campaigns.

The cost of service has now reduced significantly and the portal is becoming the center of all the activities.

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Sam Saltis
Sam Saltis

An entrepreneur at heart with over 20+ years of experience in building internet software, growing online companies and managing product development.

Loves all things SaaS, technology, and startups.

You can find him feeding his beloved fish when he's back in Australia.

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