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2022 trends: data driven e-commerce

Julita Żebrowska


6 minutes read

What trends await us in data driven e-commerce in 2022? We’ve asked experts for their 2022 predictions for online shops. How to make your e-commerce more data driven? How to build the best customer experience? What can we do to increase e-commerce conversions? Read the 2022 data driven trends predictions from our e-commerce experts!

You'll learn

Implement data driven e-commerce strategies
Find the golden mean between helpfulness and overuse of data
Optimize conversions with customer’s data
Prepare for cookieless future
Get to know your e-commerce customers.
Using Big Data, maximize personalization

Implement data driven e-commerce strategies

Joanna Kwiatkowska, Head of e-commerce & co-founder at Kubota

Joanna Kwiatkowska Kubota

The e-commerce market is growing dynamically. Only in 2020 did online product sales in Poland increase by 35% (PwC Report). Both the number of online stores and the revenue from products/services are increasing. One of the online store growth basics is the implementation of a business analytics strategy. Meaning the selection of appropriate tools, reliable data collection, analysing it, and making appropriate conclusions.

What are the data driven e-commerce trends for 2022?

1. New Google Analytics. The correct configuration of GA4 and the right data interpretation. It will allow better preparation for changes related to 3rd-party cookies, e.g. better targeting and attribution. 2. Implementation of AI. AI is used in product personalization and recommendations (machine learning), chatbots and predictive analytics. 3. Further, updates of Page Experience Signals (Core Web Vitals, HTTPS Security, absence of intrusive interstitials). The rollout of page experience ranking to the desktop will begin in Feb 2022.

Find the golden mean between helpfulness and overuse of data

Tomasz Grygieńć, e-commerce Manager at Benefit Systems

Tomasz Grygieńć Benefit Systems

The use of data in marketing and e-commerce has been at the center of my interest for many years. What I see in the market today is the struggle between minimizing and maximizing data acquisition. GDPR departments are working to minimize the data acquisition and adjust it to privacy regulations. While their counterparts in the marketing department are looking for ways to build the best customer experience. Our goal is to help build brand trust by using data. Statistics show that most e-commerce customers accept alerts about discounting their favourite products, while on the other hand, 53% of respondents find it creepy that companies are actively listening to their devices in order to personalize social media advertising. The coming year will therefore be marked by looking for a golden mean between helpfulness and overuse of the data.

Optimize conversions with customer’s data

Maciej Świątek, e-commerce Project Manager at Tatuum

Maciej Świątek Tatuum

Increasing the accuracy of algorithms has significantly contributed to the user’s experience on the Internet sites. I believe that we should focus our attention on using the data from the customer’s visit to build and optimize conversions. One of the most important factors regarding e-commerce is the visionary aspect and the way the site works. Especially the check-out process, which should be clear and feel secure enough that the client has no concerns whatsoever.

Based on data analysis and observation of the user’s behavior the changes in e-commerce can lead to fulfilling consumer’s preferences. Leaving no room for rage clicks or other problems, and – as a result – improvement in sales. The offer can thus be customized and adjusted to feel as if it has been made for the customer. Because of Covid-19, the development of new trends is at its peak, and it is highly advisable to take advantage of the latest technology. Let’s use the full potential of the websites!

Prepare for cookieless future

Aleksandra Warzecha, Product Owner at OTCF

Aleksandra Warzecha OTCF

This year the growth rate in e-commerce has decreased compared to 2020 which was dominated by COVID-19. Forecasts indicate that the upward trend will continue. Retail e-commerce sales by 2025 are expected to account for as much as 24.5% of total global sales (Emarketer 2021). Therefore, in the coming months, as online privacy and personal data protection will increase in importance, it is crucial for online businesses to prepare for cookieless future.

In 2022 expenses for software collecting 1st party data will increase significantly. Customer Data Platforms may grow in popularity. Effective cross-channel identification, attribution, and building a user’s unified profile with behavioral data will allow us to constantly boost the shopping experience through smarter personalization. All of this won’t be possible without advanced analytics with an accurate measurement, Big Data, predictive analytics, AI / ML solutions.

Get to know your e-commerce customers.

Marek Gut, co-founder & CEO at YourKaya

Marek Gut YourKaya

With an abundance of choice, a never-ending fight for customers’ attention, and an ongoing war on prices, you have to step up your USP game in order to stand out. Especially if you’re in the DTC space. A physical product is only a part of the value you should deliver. Your goal should be maximizing retention.

True loyalty is achieved through unique personalization and best-in-class consumer experience. None of that is possible without in-depth data analysis and a good technology stack. Invest in your infrastructure and really get to know your customers. Identify pain points early on, understand who is buying from you and why are they (or aren’t) coming back. Try to build a close relationship with your customers based on that knowledge.

Using Big Data, maximize personalization

Michał Barczyk, performance & b2b marketing Manager at x-kom / MediaWIN

Michał Barczyk x-kom The future is based on qualitative data. Data that we can properly interpret. High information noise forces us to better adapt to the needs of a specific user. A user who doesn’t have time. Comprehensive data collection, centralization, organization and elimination of redundant information – recently popularly known as Big Data – is the first component to maximizing personalization.

A properly personalized offer will ensure faster e-commerce purchasing decisions, will enable the customer to create subscriptions for products for their needs (food, hygiene products, operation of devices).

I believe that the trend of relying on data driven in many cases: e-commerce and marketing and business is becoming more and more. The trend allows not only to increase the scale of sales, but also to focus on the end user – the customer. His expectations, problems and needs.


Do you have an unused marketing budget? What if you were to bet on analytics? Take advantage of 25% discount on training and audits with Paulina Walkowiak and be data-driven in 2022. The discount is valid until the end of December, realization in January 2022.

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