The global e-commerce market is expected to reach a value of US$6.3 trillion this year. Now, one of the most significant ways businesses engage with their customers, this market can only grow.
This round-up of trends aims to give businesses a picture of what global consumers want and expect from their e-commerce experience in 2024 and in the years to come.
Shopping On Mobile
Customers worldwide are engaging in e-commerce from their mobile devices in higher numbers. In many ways, China leads the way in e-commerce and other online behavior, setting trends that we see spread around the world. It has been reported that in China, over 50% of all online shopping occurs on a mobile device. In the US, 91% of respondents to a Pew Research survey said that they had made a purchase online from their mobile phone.
To prepare for a mobile-first e-commerce world, retailers should optimize their websites, ensuring they are easy to navigate and use from a mobile device. A website initially designed for desktop use will often load slower for mobile device visitors. Slow loading speed is one of the key factors influencing bounce rate when website visitors leave after only viewing one website page.
Mobile UX design has a big impact on consumers, including menu navigation, adding items to the cart and site search. Still, Baymard’s research found that 62% of the highest-grossing US and European mobile sites are “mediocre” in their user experience design. Visitors who have a positive experience of shopping online are more likely to stay on the website long enough to convert and make a purchase