Introduction

With changing customer behaviors and new tools, the store of the future will look completely different from what we are used to. In this dynamic environment, you need to stay up-to-date and innovate to reach customers. A good product is necessary but not enough; customers are looking for a positive experience and emotions!

We're here to share some exciting trends and provide the keys to success in 2025!

Trends to watch

Short Video Creation

As simple as it may seem, creating short and unique content on social networks is the most accessible and economical way to make your product go viral. The secret is to create content that doesn't seem overly promotional but rather surf on trends, music, effects, and video concepts.

Here are a few tips for creating short videos to enhance social engagement:

• Keep your videos short and engaging
• Make the first few seconds captivating
• If there's dialogue, don't forget the subtitles
• Aim for beautiful natural lighting
• Follow trends, like popular music
• Focus on storytelling
• Optimise content for each platform

“You shouldn't post just for the sake of posting. Quality is more important than quantity! So, be creative and make every piece of content shine”

— Carmen, SMMA @Incard

Social Media Shops

It's not new, social networks are a unique showcase for e-merchants and consumers are finding it more and more appealing to shop there. Indeed, 41% of consumers have discovered a product on social media and 17% have already purchased a product directly from social media.

Social networks are no longer just promotional tools. They are becoming full-fledged stores. You can open a storefront, add products, and run ads to boost awareness, directly from the Instagram app!

Instagram Shopping is a feature that allows eCommerce brands to create a digital, shareable catalog of their products right on Instagram.

Live Shopping Experiences

Live streaming shopping events will gain popularity, allowing brands to engage with customers in real-time, answer questions, and showcase products in action. The U.S. live ecommerce market is projected to grow from $31.7 billion in 2023 to $67.8 billion by 2026.

Brands are able to create immersive, interactive experiences that captivate audiences, and can create a sense of FOMO (fear of missing out), leading to enhanced brand loyalty and engagement. It fosters a sense of community among viewers as it allows customers to interact with each other, share opinions, and participate in discussions.

Live shopping tools can be categorised into three main types:

• Social media platforms
  Platforms like TikTok offer built-in features for live streaming, even though the TikTok Shop feature is only available in certain countries, similar to Pinterest TV. YouTube has partnered with Shopify and made it easy for businesses to import products from their catalog.
• E-commerce brand tools
  Specialised platforms that focus solely on live shopping experiences, such as Bambuser or Now Live.
• Dedicated live shopping platforms
  Unlike traditional tools, most of these platforms enable sellers to stream unlimited live shows or offer subscription models with diverse offerings. Amazon Live empowers anyone from individual sellers to major brands that sell products on Amazon to connect directly with their audience through unlimited live streams; or TalkShopLive that can be easily integrated into your Shopify store.

Eco-Friendly E-Commerce

Consumers are more sensitive to their environment than ever before and are keen to support businesses that reflect their values. And they are right, it's crucial for sustainability-minded businesses to take notice and evolve their internal processes accordingly.

An easy way to start is to provide environmentally friendly options, reduce packaging waste, and adopt sustainable internal practices. Don't hesitate to invest in what you believe! Remember, your customers appreciate your efforts - they're often willing to pay a premium for sustainable goods and businesses.

At Incard, we love to support brands that convey positive values. You can read the Loanhood Case Study sharing the incredible journey of Lucy Hall, who is revolutionising circular fashion!

Augmented Reality Shopping Experiences

In a traditional store, customers can try on clothes, touch fabrics, and visualise how a TV would fit into their living rooms.

Although these experiences aren't directly possible in e-commerce, Augmented Reality (AR) applications disrupt these limitations, providing alternatives for interacting with products.

Through electronic devices like smartphones or virtual reality headsets, AR enables your customers to try on and test your products. They benefit from an enhanced experience and can make informed purchasing decisions.

Here are accessible ways to integrate an augmented reality experience for your customers:

• Social media applications and camera filters
• Virtual try-on and virtual showroom

You will still need technical skills for the creation of 3D models or art for your campaign to use in the AR environment, but it can be an interesting investment.

Artificial Intelligence Applications

The applications of Artificial Intelligence in e-commerce are becoming more and more trendy! Although the subject is divisive, it seems that the industry is adopting it. The most effective way to master it is by understanding the risks, and fostering trust through transparency. But don’t forget, AI shouldn’t be deployed without careful consideration!

Here are some ways AI can assist you:

• Personalise the customer shopping experience by recommending products based on purchase history, preferences, and behaviours.
• Enhance the customer experience with automated chatbots that provide instant responses to frequently asked questions and assist with the ordering process.
• Optimise pricing to ensure optimal sales margins.
• Enhance customer segmentation for advertising, delivering tailored marketing messages and promotions to each group.
• Improve everything from your supply chain, the fulfilment process and inventory management, to personalised shipping options.
• Strengthen fraud detection and prevention.

Personalised Customer Support

In the era of optimisation, customers are tired of generic, one-size-fits-all offers. They need personalised attention and consideration!

You can create unique customer experiences by using customer data, such as transaction history or past interactions, and offering omnichannel support.

• Here are two tips for you to master personalisation in a balanced way:
• Use data responsibly to provide personalised service - keep in mind that personalisation should balance technology with human considerations.
• Deliver a context-rich, omnichannel support experience - customers today expect brands to provide support on multiple channels, not just one.

No matter which way you decide to offer personalised customer service, always remember to place your cherished customers first while showing empathy.

Also, a quick reminder! Your messages and offers should be packed with genuine value that truly stands out. This way, we're not just adding to the spam, but you’re fostering a beautiful customer loyalty.

Subscription Models

Over recent years, the subscription model has emerged as a major trend in the eCommerce industry, providing a practical way to manage consumers' regular expenses. Indeed, it is expanding at a significant 71% CAGR and is projected to exceed $2 trillion by 2028.

Subscriptions extend to various products, including streaming services like Netflix, daily meal deliveries like Fresh Fitness Food or even monthly baby diaper deliveries from We are Peachies.

Only limitation? The churn rate presents a significant challenge for this digital business model. To mitigate it, you should consider offering perks like free delivery, reduced prices, and access to exclusive products. Establishing transparent communication with customers, such as notifying them about delivery delays, can also enhance customer trust!

If you provide a high-quality, unique product that aligns with its stated values, your subscription model is likely to succeed. It's important to remember that consumers are constantly seeking quality. Deliver that quality, confirm it, and combine it with the convenience of a subscription model, and they'll have no reason to discontinue their subscription!

Customised Loyalty Programs

E-Commerce loyalty programs are crucial for retaining customers, boosting sales, and gaining a competitive edge.

When designing their loyalty programs, businesses should consider different types, while focusing on important elements like rewards and user experience.

To name one, the rewards program of Gisou is a success! Customers earn points not only through their purchases but also by spreading the word, creating a virtuous circle:

• Customer satisfaction increases as they accumulate rewards.
• As they share their positive experiences, they become your best ambassadors.

Customers are happy, and the world learns about your great values!

With 78% of consumers feeling more confident in a purchase when they view shopper content, it is clear that your best customers are your best sales!

Remember, a successful loyalty program for eCommerce include simple rules, integration into the website experience, mobile-friendliness and responsiveness, user engagement across all channels, effective offline representation, and a unique touch.