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Start your year strong
The last several years have locked in the role of e-commerce as an indispensable component of global retail.
The majority of e-commerce retailers, as well as brick-and-mortar retailers who pivoted online during the pandemic, already have some type of online presence, whether it's a basic business website or a social media profile. However, chances are that these online spaces are not up-to-date.
Take a look at your current business website or social media page, for instance. Does it feature:
- Notices about pandemic-related purchase restrictions or shipping policies?
- Updates for pandemic-related business hours that are no longer relevant?
- Original branding materials from more than five years ago?
2023
$925M
2024
$1.07B
In the United States alone, the 2023 revenue of the e-commerce industry topped $925 million — and by the end of 2024, that amount is expected to skyrocket to nearly $1.07 billion.
→ If you answered yes to any of these questions,
your online presence could likely use a revamp.
Not only could your website or social profiles do without outdated policies or
restrictions, they would also likely benefit from a much-needed burst of
personality (as directed by your style guide).
→ If you answered yes to any of these questions, your online presence could likely use a revamp.
Not only could your website or social profiles do without outdated policies or restrictions, they would also likely benefit from a much-needed burst of personality (as directed by your style guide).
With e-commerce competition at an all-time high, your brand can stay relevant by revitalizing your online presence at common consumer touchpoints across the digital landscape. Traditionally, those touchpoints included a business website and e-commerce platform—but now, there are even more opportunities to engage customers.
In 2024, popular consumer touchpoints will evolve to include proprietary mobile applications. Here are the top methods to refresh and strengthen your online assets with a strong digital presence across your website and branded mobile app, e-commerce platforms, and global marketplaces.
01 / 07
Turn on your online presence
Whether you're a large e-commerce retailer or a local brick-and-mortar shop, having a website that’s aesthetically compatible with your branding guidelines and accessible on any device—is a must. So, an attractive and easy-to-navigate website is the place to start when refreshing your online presence.
If you don't sell products online, your current digital presence is likely minimal.
By updating your website, you enhance brand awareness for those passively browsing or searching for your brand online. Your website will also be a launching pad if you choose to sell online in the future.
A strong website is a must, even for brands that do not sell a product or service online.
Think of your website as a digital business card or online menu for your brand. Its true purpose is to give potential customers an overview of your business and what you offer. The more appealing you make your website, the more likely a customer is to make a purchase or visit you in person.
Our top picks for website development expertise include:
02 / 07
Make moves on mobile
Mobile applications have skyrocketed in popularity in recent years. Across the three leading app stores — Google Play, Apple App Store, and Amazon Appstore, respectively—there are nearly 5.68 million apps, with more added daily. The average consumer has downloaded at least 40.
Why invest in a branded mobile app in 2024? Let the statistics speak for themselves:
Consumers use between 9 and 10 apps per day and 30 per month
Consumers spend over five and a half hours daily using mobile apps
47% of retail consumption came from mobile applications in 2023
For e-commerce brands, mobile apps can be a significant revenue driver, specifically for online sales. Not only is it simpler and more convenient for consumers to shop your catalog via a handheld mobile app, but users can also store their payment information for an even faster checkout process.
Similarly, a branded mobile app can help brick-and-mortar retailers accept tap to pay payments and enable customers to save loyalty information to their smartphone rather than carry a physical membership card. Plus, a mobile app can send coupons as push notifications to drive traffic.
03 / 07
Embrace e-commerce
All e-commerce sites have to start somewhere, but the bare minimum requirement is a website. If you've yet to purchase a website domain on a hosting platform like WordPress or Squarespace, you can build your e-commerce website on a third-party platform and retail point-of-sale (POS) system.
Fiverr offers a convenient one-stop shop to help connect brands with the right e-commerce web developer. Select the type of website you need, answer a few quick questions, and Fiverr will do the rest. A Fiverr developer can help you choose from today's top e-commerce platforms, like:
WooCommerce
As an open-source e-commerce plugin for WordPress, WooCommerce is an excellent choice for those with an existing WordPress website or blog. Simply click to install the plugin, choose from a collection of free themes, and customize the colors to match your branding.
Shopify
A Shopify storefront is simple to use for beginners and offers templates to streamline the set-up process for those without an existing website. With integrations for popular applications like Facebook Shop and Instagram Shop, Shopify is a top contender for e-commerce services.
Magento
Like WooCommerce, Magento is an open-source e-commerce option which provides brands with total control over the look and functionality of their online stores. Featuring a flexible shopping cart system and currency support, Magento is a great option for international businesses.
Looking for more e-commerce resources? Read our full e-commerce guide here.
Our top picks for e-commerce development expertise include:
04 / 07
Make way for marketplace listing
In addition to a mobile app or an e-commerce store, you can enhance and expand your online presence with various marketplace listings. Online marketplaces are ideal to supplement foot traffic in physical locations as well as expose digital brands to millions of potential new customers globally.
If you plan to introduce your business to global marketplaces in 2024, you'll want to enhance your product content first. Today's top online marketplaces to sell your products include:
Amazon
Amazon generated its highest quarterly worldwide operating income ever in the third quarter of 2023, nearly quadrupling year-over-year and growing 343% to reach $143.1 billion. With sellers located across the globe and low start-up costs to list your products, Amazon is a no-brainer for listing eCommerce products.
Etsy
As the number of active buyers increased to a record-high 92 million, Etsy's global marketplace gross merchandise sales (GMS) grew to $3.04 billion in the third quarter of 2023, a leap from $2.6 billion the year prior. As the go-to marketplace for handcrafted goods, Etsy is ideal for individualized e-commerce storefronts.
eBay
With global buyers in more than 190 markets worldwide, eBay boasted a global gross merchandise value (GMV) of $18 billion and a total revenue of $2.5 billion in the third quarter of 2023. The online marketplace garners impressive global traffic and is a simple way to drive customers back to your own eCommerce website.
05 / 07
Put the product in your content
It's no secret that product-oriented content contributes to the online presence of e-commerce storefronts. But did you know that the average online shopper browses 32 pages of an e-commerce site before they make a purchase? That's a page for every day of the month and then some!
Ask yourself: Is your product-oriented content sufficient to convince customers to continue to check out—especially in the current economy?
In other words, can your product-oriented content withstand several minutes of scrolling while a consumer compares products and debates pricing until they make a purchase? If you're unsure it can, you'll want to focus on detailed product descriptions and eye-catching product photography.
Our top picks for product descriptions include:
Drive interest with product descriptions
Product descriptions are your opportunity to convince consumers to make a purchase. Explain everything they need to know about your product, from what it is and what it does to who it's for and how it can benefit them. Front-load your product descriptions with relevant keywords as well, so search engines can easily categorize each product and allow customers to quickly find them.
Get your product picture-perfect
Don't just tell them — show them!
Each of your products should have high-quality product photos and visuals to help them stand out. When adding photos to your product listings, consider including images that showcase multiple angles, super-zoom, and 360-degree views. Product photography is especially important if you plan on selling on marketplaces with heavy volumes and tight competition.
06 / 07
Manage your way to online success
E-commerce websites and online marketplace listings are just half the battle when working to strengthen your online presence. The other half comes down to management. After all, you can create head-turning product pages for your business, but you cannot force shoppers to visit them.
To get customers through the virtual door and on their way to checkout, dive into e-commerce search engine optimization (SEO) and predictive AI for purchase trends and audience segmentation. Take a look at how these practices can help enhance the discoverability of your e-commerce site and easily tailor your content to audience preferences.
Get discovered with e-commerce SEO
of all e-commerce traffic comes from Google's organic search
43%
of all traffic to e-commerce sites comes from search engines
37.5%
of e-commerce orders are directly linked to organic traffic
23.6%
By and large, organic search is the top traffic source for all websites, e-commerce included. Search engine optimization (SEO) for e-commerce involves optimizing website content with relevant keywords and strategically organizing your storefront set-up for maximum discoverability.
Keywords for e-commerce can be segmented into short-tail keywords, which are more general search queries of one or two words (i.e. "women's shirts"), and long-tail keywords, which include more specific queries of three words or more (e.g., "women's long sleeve v-neck t-shirts").
Long-tail keywords make up the vast majority of Google searches and, because of their specificity, ultimately boast a higher conversion value. If you want to make it easier for consumers to find and shop with your brand online, sprinkle long-tail keywords throughout product and category pages.
Predictive AI for Purchase Trends & Personalization
The global artificial intelligence (AI) in e-commerce market size is projected to reach $7.57 billion in 2024
of e-commerce brands have already implemented AI in their stores or are planning to do so
of companies are using AI-driven personalization to drive business growth
78%
of e-commerce brands have already implemented AI in their stores or are planning to do so
92%
of companies are using AI-driven personalization to drive business growth
Artificial intelligence
is on the rise in e-commerce, especially when it comes to predictive and
personalization analytics.
Artificial intelligence is on the rise in e-commerce, especially when it comes to predictive and personalization analytics.
Artificial intelligence is on the rise in e-commerce, especially when it comes to predictive and personalization analytics. Predictive AI scours thousands of data sets, including trending consumer searches and new product releases, to forecast future purchase trends and gauge potential consumer interest.
Personalization AI leverages zero-party data (like purchase history and loyalty program activity) and first-party data (like website activity and customer surveys) to segment larger audiences into smaller groups. With this data, e-commerce brands can deliver more relevant marketing messages.
As it turns out, personalization efforts are paying off for e-commerce brands in a big way. Of the nearly 69% of business leaders who are increasing their investments in personalization in 2024, 62% cite improved customer retention as a primary benefit of their personalization efforts.
07 / 07
Where e-commerce is heading in 2024
As you refresh your online presence to grab consumer attention in 2024, be sure to incorporate these rising e-commerce trends to remain competitive:
Get customers in the game
With more e-commerce brands seeking consumer data for personalization, “gamification” is a trend you’ll want to hop on. Gamification involves adding traditional game elements, like point scoring or quizzes, to common customer touchpoints and areas of activity to securely obtain user data.
For instance, many e-commerce brands publish quiz-like gift finders around the holidays to help shoppers navigate their product catalog while sourcing essential shopper data. Other brands introduce gamified rewards, like daily challenges, to drive engagement and activity insights.
Personalize, personalize, personalize
Investing in personalization will have major returns in 2024. Over half (56%) of shoppers say they would become repeat buyers after a personalized experience, a 7% rise year-over-year. However, data privacy will be key since only 51% of consumers trust brands to keep their personal data secure.
For e-commerce brands, personalization data can be safely collected from owned channels, such as from website activity and purchase history, to cater to customer preferences. From here, personalization can take the shape of tailored offers and promotions and even abandoned cart reminder emails.
Give loyalty a facelift
Did you know that seven out of 10 American consumers consider loyalty programs a leading factor in securing their loyalty for the long term? With steady participation in North American, Australian, and Asian markets, loyalty programs can drive consistent consumer spending, even in tough economic conditions.
An increasing number of e-commerce consumers are also participating in paid loyalty programs. As per a 2023 Deloitte survey, 53% of consumers pay for loyalty programs, up from 32% in 2022. Such programs help drive additional revenue for e-commerce brands and safely capture consumer data.
Make your service smarter with an AI-powered chatbot
Even though the average consumer only contacts customer service three times per year, 99% of consumers report frustrations with service agents. Top frustrations include waiting on hold (63%), repeating information (51%), and not resolving issues quickly (37%)—all of this has brought on the rise in chatbots.
While chatbot usage really saw a jump during the pandemic, businesses have found that deploying AI-powered chatbots can do much more than simple customer service complaints. In 2024, brands will even use chatbots to personalize user experiences and provide content recommendations.
Whether you’re looking for a platform chatbot or a custom chatbot, there are freelance experts who can help you create the best bot for your needs.
Some of our top picks for chatbot specialists include:
