Sustainability has fully entered the mainstream, and any eCommerce managers who are not taking advantage of this are well behind the curve. Recent weather and politics-related headlines have only cemented the sustainability message for consumers, and the majority of consumers now say sustainability and green practices factor into their buying decisions. And it is not just the product itself — the backlash is growing against retailers who unnecessarily over-package products, don’t promote their own green messages, and fail to champion green causes in their community.
Luckily, it’s fairly easy to take advantage of this mainstream trend. For example, you can analyze your current products to see if they were manufactured sustainably or with green materials, and you can easily spotlight green products on your eCommerce pages with an icon or a separate grouping as well as in product description titles. To go a step further, you can also analyze your packaging and shopping practices and encourage customers to recycle their products. Did you make a change that results in less waste or fewer emissions? Don’t hesitate even one second to promote that in your content!
3. Influencers will become brand partners
Celebrities have long been put to work selling everything from sports cars to dish soap, and that trend is hard at work in social media, though it is influencers who are doing the heavy lifting now. Why? In general, it’s much cheaper to contract with an influencer to promote your products, and influencers have often gained highly devoted, highly focused following around specific activities. With a small amount of homework, you can find an influencer no matter what segment you are selling in, from vegan cupcakes to long-distance mountain biking.
How you work with an influencer can depend on who you are, who they are, and what you are selling. A good tip is to build a relationship, promote their page, provide them with free merchandise, and give them the freedom to create content
around your brand as they see fit.
4. Customers will do their shopping in marketplaces rather than eCommerce stores
Everyone who is anyone is selling online now, but consumers have always and will continue to favor ease and convenience, and while even your corner barbershop offers online shopping now, online marketplaces like Amazon and Walmart will continue to dominate the online shopping experience.
There are several reasons for that, with choice and convenience topping the list. A quick look at product pages on Amazon, for example, shows you that those stores sell not only their own products, but products from thousands of vendors. Other giant retailers, like Best Buy, have followed suit. This creates for the shopper a single destination where they can compare products, prices, and services on a huge range of items — something your corner store simply can’t do. Meanwhile, the satisfaction of two or three-day shipping and free returns makes the experience that much better.