The future of e-commerce websites

Innovations in the e-commerce sector are taking place at a pace that we have never witnessed before. The following changes, some of which have already been adopted by e-commerce merchants, can be expected within the next few years.

Social Selling

There will be a move towards social selling with the customer journey starting for example on a social network app. Unfortunately, customers will not be able to see an entire product range here, but clever brands will master the art of driving customers from social media to their e-commerce platform. This means that retailers will have to be social savvy in order to keep up.

In car apps

The next revolution will be In car apps – touchscreens in vehicles with e-commerce applications. Retailers and social media will be tied into these platforms to sell to their customers who are on the move.

A personalised UX

A platform offering a better more personalised user experience will be sought after by e-commerce merchants fighting back against ever-increasing competition. As Marinus Ames, UX Designer at Osudio, SQLI Group, explains: ‘I strongly believe customers will flock to e-commerce platforms offering as close to the in-store experience as possible.’ Predictive analytics and augmented reality will play a major role in this.

New retail worlds will be created to offer virtual stores that give customers the experience of walking down a store aisle, trying on clothes, looking at products in 3D or seeing how furniture fits into their home. Personalisation engines will link to real-time biometric data to recommend meals with optimal nutritional elements. Innovation in this industry will become more human as opposed to technology-driven.

Voice search

According to GeoMarketing 40% of millennials use voice-activated assistants for purchase research and with the move to mobile this trend will grow. People remember brand names not product names therefore top-of-mind brands will be able to take advantage of this trend, particularly when their name is synonymous with a product.


Web-to-store behaviour involves consulting an e-commerce website before going into a store. More and more people today (62% according to Hubspot) check out products via an online search engine before going to a brick and mortar store where they make their purchase.

Others prefer to buy online and pick up in store. And some consumers go to stores and order from the store itself and then have the item delivered. There will be more of what is known as “phygital” in the future, creating a blend of a physical and digital customer experiences.