According to Sue Azari – Head of E-Commerce at AppsFlyer, global retail e-commerce sales are expected to continue to grow in 2023, presenting challenges and opportunities for retailers, especially in Africa. To succeed in the coming year, retailers must focus on creating a better customer experience and stay ahead of emerging e-commerce trends.
The rise and rise of mobile commerce
Mobile commerce has been on the rise for a long time, and the pandemic has accelerated this trend. According to AppsFlyer benchmark data, total mobile app installs on the African continent increased by 17% in the first part of 2022 compared to the beginning of 2021. With more consumers shopping and buying products using mobile devices, mobile commerce sales are expected to grow significantly. 2023 and beyond. Retailers must prioritize mobile solutions, such as mobile payment options like Apple and Google Pay, to meet the growing demand for mobile commerce. Additionally, retailers must focus on delivering exceptional customer experiences on mobile devices, as mobile is becoming the preferred channel for shopping among consumers.
Omnichannel E-commerce comes into play
After spending a lot of time shopping online during the pandemic, consumers are returning to the in-store experience. Retailers are expanding the number of stores, and online retailers are opening physical pop-up stores to meet the demand. To improve the in-store experience, retailers are integrating technologies such as AI and apps. The tool allows partners to access customer account details, provide better service, and ensure in-store inventory is visible in real time online. Shoprite is a prime example of this, having implemented AI in its South African stores, with the aim of improving the customer journey through the store.
Social commerce
Social commerce is another trend expected to grow in 2023. The global social commerce market is expected to reach $604.5 billion by 2027, driven by high levels of engagement on social media platforms. Retailers should explore ways to integrate social media into their e-commerce strategy, such as using social media platforms for product discovery and online sales. Additionally, retailers can use social media platforms to build customer relationships and create a sense of community around their brand.
Personalization and Customization
Personalization has become a major trend in e-commerce and is expected to grow in 2023. Consumers are looking for personalized and customized experiences that suit their individual needs and preferences. To meet this trend, retailers must use data and technology to create marketing campaigns, product recommendations, and customer service. In addition, retailers can offer customization options for products, such as personalized clothing or jewelry.
Conclusion
The e-commerce industry is constantly evolving, and retailers must be able to adapt to stay competitive. By monitoring these trends and focusing on the customer experience, retailers can take advantage of the opportunities that will come in 2023. However, retailers must also understand the challenges that come with these trends, such as the need to constantly innovate and improve, balancing technological and personal costs while still keeping the target market in mind.