Data driven ecommerce - 2023 trends

Data-driven e-commerce trends for 2023

Joanna Kwiatkowska

Head of e-commerce & co-founder at Kubota

ROPO (Research Online -Purchase Offline, otherwise online-to-store or webrooming) and Reverse ROPO (reverse ROPO, showrooming, and in a special model - click & collect). Currently, the vast majority of customers of stationary stores of many industries search for product information, properties and price ranges online before buying. Some customers use Reverse ROPO for financial reasons - many brands offer lower prices online than offline. Both phenomena are not mutually exclusive - many people behave differently depending on the time they have, their needs or the category of the product they want to buy.

Another year in a row - m-Commerce :) It is expected that by 2024 global mobile sales will reach EUR 4.5 billion, covering approx. 70% of all e-Commerce retail sales. It is absolutely necessary to constantly and regularly optimize the speed of the website and the customer's shopping path, improve the responsiveness of the website or expand the options of payment and delivery methods.

Read Joanna's comment about 2022 trends >

Tomasz Grygieńć

E-commerce & Marketing Boss at CleanGang

Mobile/ UX At time when we increasingly live in an online and offline world, omnichannel and social commerce dominate ecommerce realities and mobile shopping is undoubtedly, still, in the spotlight. However, we must make every effort to ensure that our branding presents itself amazingly between devices. After all, shopping on mobile devices accounts for the vast majority of online purchases. Technology is making hyper site speed, remembering shopping carts between devices even without logging in possible. Customers want to buy things instantly while walking, riding the bus or in the doctor's waiting room, preferably with a single click. This is why the continuous improvement of the customer experience is so important. Headless and RWD solutions are becoming the norm today.

Sustainability We are increasingly aware of the challenges we face in saving the planet. We are looking for products and companies that not only talk about sustainability, but actively work towards it. Two thirds of customers are prepared to pay more for products that are sustainable and 42% of online shoppers choose companies that use sustainable packaging. Of course, eco should not mean inefficient products, but more concentrated, efficient products or refills. Customers already know that saving money and saving the planet can go hand in hand.

Re-commerce Inflation is becoming an increasing problem for society and we are looking for cost-effective solutions. On the other hand, the overload of information and advertising is making us increasingly overwhelmed and we are opting for less is more and decluttering in our private space. Platforms specialising in selling second-hand items and based on the sharing economy model are becoming increasingly popular. Consumers, on the other hand, care about things and are looking for good quality and 'long-lasting' products. Brands can move towards supporting this type of need.

Take a look at Tomasz's comment from 2022 >

Michał Barczyk

Head of Performance at x-kom

How to summary the year 2022?

Personalization takes it to the next level. The level where collected user data is at a premium. Stricter criteria for data collection and preparation for the "post-cookie" era force companies to take a different approach to collecting, aggregating and analyzing data sets. Data sets that are really available and fully verifiable.

What changes in 2023?

First of all, changing the mindset from session data to user data. This is the first element that will require a new distribution of knowledge and its adoption.

Hyperanionism caused indirectly by cookies will require companies to strengthen their emphasis on the aspect of their own data. Additional values will be key arguments for customers to share knowledge about ous with given currently e-commerce stores.

Transparency between the client and the company will become crucial in offering personalized offers. Only the best will be able to both get to know the client and ultimately increase the quality of his life - through offers that he really needs at a given moment.

Let's be vigilant, the next year will also be, in my opinion, revolutionary in the context of using AI in e-commerce.

Data-driven e-commerce trends for 2022

Joanna Kwiatkowska

Head of e-commerce & co-founder at 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.

Tomasz Grygieńć

E-commerce & Marketing Boss at CleanGang

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.

Maciej Świątek

E-commerce Project Manager at 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!

Aleksandra Warzecha

Product Owner at 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.

Marek Gut

Co-founder & CEO at 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.

Michał Barczyk

Head of Performance at 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.

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