How is eCommerce innovating? UK experts outline current industry trends

How is eCommerce innovating? UK experts outline current industry trends

The eCommerce industry is ever-changing. Last year the industry saw a wave of innovations and, as we begin 2023, a host of exciting new developments are on the horizon.

According to the retail experts at British online marketplace OnBuy current trends are dominated by the ‘conscious consumer’ – whose primary concern is savvy spending and making money go further.

With 2023 slated as the year of the smart shopper, it’s important for retailers to meet demand with relevant practices and technologies, especially in light of the ongoing cost of living crisis.

Cas Paton, CEO at OnBuy, said: “The all-important adoption of new principles and standards year-on-year is vital when it comes to revenue, customer acquisition and brand awareness.

“Each of these changes propels the industry forward to bigger and better things, changing the face of eCommerce one innovation at a time.”

So, what trends were predominant last year? And what emerging trends are slated to lead the way in 2023? The eCommerce experts at OnBuy have crunched the numbers and analysed the data to compile a review of the last 12 months and look forward to what’s to come this new year.

TOP THREE TRENDS FOR 2022

TIKTOK… BOOM

TikTok is at the centre of the online universe with an eye-watering one billion active monthly users, and its rapid rise to number one social media platform in the world is shaping the way consumers shop online.

Brands are dedicating vast resources to marketing through TikTok, with the likes of ASOS and Zara boasting seven-figure followers – proving the increasing importance of customer communication.

The platform has changed the online shopping game after launching TikTok Shop, a feature enabling merchants, brands and creators to directly sell products through in-feed videos, LIVEs, and the product showcase tab.

After launching this year, the experts expect TikTok Shop, and social shopping channels in general, to continue gaining significant traction over the next few months. Retailers take note!

2. CUSTOMER COMMUNICATION

Consumer habits shifted significantly amid the Covid-19 pandemic, resulting in a seismic shift from the high street to online. This catalyst led to an online marketplace boom, which began in 2020 and has continued ever since.

Despite the high street opening up fully for the first time post-pandemic this year, figures published by the Office for National Statistics showed year-on-year online sales to August increased to 26.4%*.

While online migration is a golden opportunity for eCommerce retailers, in order to succeed in the space, they must adopt astute communication practices. This means maintaining a presence everywhere their customers exist.

Whether it’s online or offline, on social media or via traditional marketing tools, successful retailers in 2022 have embraced every channel available to remain front of mind for their customers.

3. ENHANCED EXPERIENCES

The rise of the ‘conscious consumer’ means an increased onus on retailers to provide customers with not only good value for money, but also an enhanced shopping experience.

And when it comes to eCommerce, options mean prizes (or sales!). The more choices you can provide for the consumer, the better chance you have of converting the sale.

An increased number of payment options beyond simply debit or credit card is an advised way to offer consumers choice, while retailers should also consider guest checkout and improved search results, as OnBuy has instituted within its own business,

Each of these processes works towards an enhanced online experience, by providing the customer with effective touchpoints on their shopping journey.

AND A COUPLE OF TRENDS FOR 2023

FREEDOM OF INFORMATION

Gone are the days when customers are content with a brief product description and a single image on the page, the ‘conscious consumer’ demands more information at their fingertips to ensure they’re able to make an informed decision.

In 2023, retailers can inform consumers with a range of cutting-edge innovations that offer a small point of difference when it comes to enhancing customer experiences.

These include technologies like augmented reality – a next-generation product enabling consumers to visualise what it would be like to have their chosen product right in front of them.

It’s particularly exciting when you consider how AR can be utilised within the fashion and home categories. Shoppers can use the technology to see exactly how a pair of glasses would fit on their face or a three-piece suite would look in their living room.

This transformed shopping experience, which also includes 360-degree video content, is creating a new way of buying online. And it spells good fortune for marketplaces and retailers too, with higher customer satisfaction and better online experiences.

2. GIVING BACK TO THE CONSUMER

The ‘conscious shopper’ is a more considered spender than those that have gone before. The average consumer in 2023 will be on the hunt for a bargain or a ‘hack’ that can help them get the most from their investment.

That’s why in order for retailers and marketplaces like OnBuy to continue winning custom this year, it’s in their interest to add value in some shape or form. As a result, those who find a way to give back to their customers are due to set the trend in 2023.

With the cost of living crisis set to continue dominating the financial landscape next year, this one shows no sign of slowing down.

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Typically thought of as being an easy to clean area of the home, hard floors have risen in popularity in recent decades. Globally, hard floors are the most common floor type,2 and research released today by Dyson has uncovered poor cleaning habits that mean hard floors are likely to be harbouring an array of hidden nasties. This comes as 32% of Brits – equating to 21.6 million people in the UK – will use the same dirty mop head for six months or more before replacing it. What’s more, one in 20 also admit to keeping the same mop for a year or longer, and one in 10 think it is acceptable to use the same mop 100 times, spreading dirt around their floors every time they use it. Cross contamination is a primary issue for most common and traditional mopping methods with germs and bacteria further being unknowingly spread around homes as Brits use dirty water to clean floors.3 45% only change the water to new water between rooms, whereas 41% wait even longer until it looks dirty. This could mean that floors are being washed with dirty water, adding more dirt rather than taking it away. Surprisingly, almost one in 10 (9%) even admit to not changing the dirty water at all when mopping. Over a quarter (28%) admit to mopping their floors once a fortnight or less while over half (53%) admit they don’t regularly clean behind appliances and leave dirt to build up for as long as six months at a time. image002.jpg On how to achieve a perfect barefoot clean feel after mopping, Geli Lee, Dyson Engineer and Home Cleaning Expert offers their top tips for eliminating dirt around the home: 1. Create a cleaning schedule to stay on top of dirt build-up. In the last year, there has been a 15% global reduction in the number of people who maintain regular cleaning schedules. 47% of the British public admitted to only being motivated to clean when they spot visible dirt or dust.4 Regular floor cleaning with a wet hard floor cleaner like the Dyson WashG1™ removes more stubborn dirt than vacuuming alone. It is important to have a debris free surface, clear any clutter from the floor or other surfaces. Choose the right machine: Different vacuums are designed for different floor types and home sizes. Some machines will be engineered with hard floors in mind and will struggle on thick pile carpets, for example. Choosing the right machine for your home will make a big difference to the ease and speed with which you’re able to clean your home. Clean your floors ‘little and often’. Washing your floors frequently in areas that receive more foot fall will help to stop dirt building up and getting trodden into your floor. Using a dedicated wet floor cleaner on hard flooring such as the Dyson WashG1 is helpful for this, as the versatile format means it vacuums and washes the floor simultaneously. Cleaning schedules have also become less regimented. In recent years only 41% of people claim to have a regular cleaning schedule, and 60% admit to cleaning reactively; being motivated to clean only when there is visible dirt or dust5. It’s perhaps not surprising, that a fifth of people are still concerned their floors are dirty after they’ve mopped them (22%) and one in four6 feel extremely worried about indoor dust at home. Geli Lee, Dyson Engineer and Home Cleaning Expert reveals why it is important to change the way we mop: “Cleaning your hard floors properly and regularly is important for maintaining a healthy environment around your home. Without a proper cleaning routine, dirt may unknowingly build up and spread around your home. It is evident from our research that current mopping habits mean British households aren’t cleaning their floors as effectively as they should. “From ignoring problem areas where dust and debris build up, cross contamination with dirty water to not replacing mop heads or inconsistent cleaning, current mopping behaviours may be making floors dirtier as opposed to cleaner. Moving away from traditional methods, wet floor cleaners like the Dyson WashG1 simplify the floor cleaning experience and provide a modern efficient and hygienic solution” To help take the guesswork out of mopping, the brand new WashG1 is Dyson’s first dedicated wet floor cleaner that tackles wet and dry debris in one go. Engineered for hygienic cleaning and maintenance, the WashG1 is revolutionising wet floor cleaning, removing the need for multi-products and multi-steps to achieve a barefoot clean feel around the home. To put the product to the test, Dyson have cleaned one of London’s most iconic landmarks The Victoria and Albert Museum. From cleaning the grand marble floors housing the most prestigious exhibits, to cleaning up leftover food in the Gamble Room Cafe, the WashG1 had a dirt busting tour of the museum leaving it spotless. Images can be found here. The WashG1 introduces Dyson’s engineering expertise to cleaning hard floors. With a 1 litre clean-water tank to cover flooring up to 290m2, the Dyson WashG1 uses a combination of hydration, absorption, and extraction technologies to remove wet and dry spills and stains simultaneously. The Dyson WashG1 is available to purchase now from Dyson.co.uk, retailing at £599.99.

Typically thought of as being an easy to clean area of the home, hard floors have risen in popularity in recent decades. Globally, hard floors are the most common floor type,2 and research released today by Dyson has uncovered poor cleaning habits that mean hard floors are likely to be harbouring an array of hidden nasties. This comes as 32% of Brits – equating to 21.6 million people in the UK – will use the same dirty mop head for six months or more before replacing it. What’s more, one in 20 also admit to keeping the same mop for a year or longer, and one in 10 think it is acceptable to use the same mop 100 times, spreading dirt around their floors every time they use it. Cross contamination is a primary issue for most common and traditional mopping methods with germs and bacteria further being unknowingly spread around homes as Brits use dirty water to clean floors.3 45% only change the water to new water between rooms, whereas 41% wait even longer until it looks dirty. This could mean that floors are being washed with dirty water, adding more dirt rather than taking it away. Surprisingly, almost one in 10 (9%) even admit to not changing the dirty water at all when mopping. Over a quarter (28%) admit to mopping their floors once a fortnight or less while over half (53%) admit they don’t regularly clean behind appliances and leave dirt to build up for as long as six months at a time. image002.jpg On how to achieve a perfect barefoot clean feel after mopping, Geli Lee, Dyson Engineer and Home Cleaning Expert offers their top tips for eliminating dirt around the home: 1. Create a cleaning schedule to stay on top of dirt build-up. In the last year, there has been a 15% global reduction in the number of people who maintain regular cleaning schedules. 47% of the British public admitted to only being motivated to clean when they spot visible dirt or dust.4 Regular floor cleaning with a wet hard floor cleaner like the Dyson WashG1™ removes more stubborn dirt than vacuuming alone. It is important to have a debris free surface, clear any clutter from the floor or other surfaces. Choose the right machine: Different vacuums are designed for different floor types and home sizes. Some machines will be engineered with hard floors in mind and will struggle on thick pile carpets, for example. Choosing the right machine for your home will make a big difference to the ease and speed with which you’re able to clean your home. Clean your floors ‘little and often’. Washing your floors frequently in areas that receive more foot fall will help to stop dirt building up and getting trodden into your floor. Using a dedicated wet floor cleaner on hard flooring such as the Dyson WashG1 is helpful for this, as the versatile format means it vacuums and washes the floor simultaneously. Cleaning schedules have also become less regimented. In recent years only 41% of people claim to have a regular cleaning schedule, and 60% admit to cleaning reactively; being motivated to clean only when there is visible dirt or dust5. It’s perhaps not surprising, that a fifth of people are still concerned their floors are dirty after they’ve mopped them (22%) and one in four6 feel extremely worried about indoor dust at home. Geli Lee, Dyson Engineer and Home Cleaning Expert reveals why it is important to change the way we mop: “Cleaning your hard floors properly and regularly is important for maintaining a healthy environment around your home. Without a proper cleaning routine, dirt may unknowingly build up and spread around your home. It is evident from our research that current mopping habits mean British households aren’t cleaning their floors as effectively as they should. “From ignoring problem areas where dust and debris build up, cross contamination with dirty water to not replacing mop heads or inconsistent cleaning, current mopping behaviours may be making floors dirtier as opposed to cleaner. Moving away from traditional methods, wet floor cleaners like the Dyson WashG1 simplify the floor cleaning experience and provide a modern efficient and hygienic solution” To help take the guesswork out of mopping, the brand new WashG1 is Dyson’s first dedicated wet floor cleaner that tackles wet and dry debris in one go. Engineered for hygienic cleaning and maintenance, the WashG1 is revolutionising wet floor cleaning, removing the need for multi-products and multi-steps to achieve a barefoot clean feel around the home. To put the product to the test, Dyson have cleaned one of London’s most iconic landmarks The Victoria and Albert Museum. From cleaning the grand marble floors housing the most prestigious exhibits, to cleaning up leftover food in the Gamble Room Cafe, the WashG1 had a dirt busting tour of the museum leaving it spotless. Images can be found here. The WashG1 introduces Dyson’s engineering expertise to cleaning hard floors. With a 1 litre clean-water tank to cover flooring up to 290m2, the Dyson WashG1 uses a combination of hydration, absorption, and extraction technologies to remove wet and dry spills and stains simultaneously. The Dyson WashG1 is available to purchase now from Dyson.co.uk, retailing at £599.99.

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