Augmented reality, smartphone, ethics… The 10 e-commerce trends to follow in 2022


HASith the Covid-19 crisis, e-commerce has exploded in 2020. According to the Federation of e-commerce and distance selling (Fevad), it represented 13.1% of retail trade sales in France in 2020, compared to 9.8% in 2019 and 9.1% in 2018. A mode of consumption that has become permanent, because this share has reached 14% in 2021. Faced with such growth, the sector must adapt. In a study published in March, the digital marketing platform SimilarWeb, whose audience analysis tool notably allows you to discover the orientations of a sector, lists the top 10 e-commerce trends to watch in 2022.

Buy on social networks

If each brand now has its Instagram or TikTok account to promote itself, more and more of them are offering to buy directly via these social networks. Some, like the giants Alibaba or Walmart, go even further by organizing “livestream shopping”, during which users can buy live during an event filmed live on social networks.

Augmented reality

Hard, sometimes hard to buy online without actually seeing the item. Some sites now offer virtual fittings thanks to augmented reality with which it is possible to see what this sofa would look like in your living room or if this little dress is your size just by uploading a photo.

More privacy-friendly regulations

Between the Chinese law on the protection of personal information of November 2021, the California Consumer Privacy Act applied since August 2020 or the European General Data Protection Regulation (GDPR) implemented in May 2018, the regulations are more more respectful of the privacy of consumers, who are always more informed and demanding.

Always more artificial intelligence

Today, artificial intelligence in e-commerce is no longer limited to providing recommendations for upselling or cross-selling. It is also used for chatbots, to automate product descriptions, to recommend sizes, to improve search results, or to avoid chargebacks and fraud.

Direct-to-consumer sales

Some brands, like Nike, focus on direct-to-consumer, or DTC, channels rather than going through intermediaries. Result: the equipment manufacturer saw its digital sales increase by 82% in the first quarter of 2020, i.e. before the pandemic. DTC sales globally are expected to reach $151.2 billion in 2022, a 16.9% increase from 2021, according to SimilarWeb.

Work on retention marketing

The problem of the success of e-commerce is the proliferation of sites and therefore competition. To prevent their customers from scattering, brands must mobilize on “customer retention”, in other words build the loyalty of their users, in particular through a remarketing strategy to engage former and current customers.

A consistent omnichannel experience

E-commerce, physical stores, social networks… According to a study, 69% of buyers expect a uniform experience across all channels, although only 24% of companies claim to have succeeded. It is therefore a point to work imperatively.

New payment methods

More and more users are reluctant to enter their credit card, because they consider the method tedious or not secure enough. Sites must adapt and offer other means of payment such as Paypal, Amazon Pay, Apple Pay, and even why not cryptocurrency.

More smartphone purchases

In 2022, mcommerce, or mobile commerce, should represent 40% of all e-commerce sales in 2022, up 21.5% since 2021. It therefore seems essential to develop a smartphone-friendly offer, even if mcommerce is known to have a lower conversion rate than e-commerce.

A more ethical consumption

From the routing of raw materials to the confection to the packaging and delivery, users are increasingly seeking to consume in an ethical and sustainable way, and more and more brands are starting to play the game.


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Augmented reality, smartphone, ethics… The 10 e-commerce trends to follow in 2022


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