It’s a New Common for Ecommerce in 2022

The pandemic has accelerated the global digital transformation. Online businesses offer tremendous growth opportunities. But it has its price: increased consumer expectations. Traders who choose business as usual may struggle to survive.

Now is the time to prepare for e-commerce in a post-covid world. Here are five key points that every online shop needs to consider for 2022.

The new normal for 2022

Now mobile. The world is on smartphones. This means that mobile shopping continues to grow. Depending on the source, US e-commerce sales on smartphones will soon average 40% or more. In less developed countries it is almost 100%. Consumer skepticism towards mobile payment is slowly declining with the advent of faster and safer methods.

“Mobile-first” takes everything into account, from native smartphone-friendly user interfaces to optimized checkouts – not scaled-down desktop experiences. Develop for mobile devices first and then scale up for 2022. It creates a more seamless experience across all device types.

Consumers are no longer skeptics when it comes to mobile shopping. “Mobile-first” takes into account everything from native smartphone-friendly user interfaces to optimized cash registers.

Personalization throughout. Once it was enough to address a customer by first name in marketing emails. Today, consumers expect both relevant product recommendations and purchase reminders. By delivering dynamic content tailored to the buyer, stores can close more sales and increase the average order value.

Many platforms offer API access that enables companies to access information that trigger certain actions or insert certain content into messages. A buyer’s geolocation, purchase history, marital status, career changes – all of these could lead to a personal offer.

There is a caveat about personalization, however. Some platforms track consumers on the web. Doing so may violate your store’s Terms of Use or Privacy Policy and otherwise alienate buyers.

Surveys are an inexpensive, non-intrusive way to customize products and messages. Pop culture retailer Hot Topic once ran an email campaign asking recipients which Harry Potter house they preferred. Subsequent messages focused on the recipient’s preference.

Behavioral triggers a must. Relying on a buyer’s actions to determine what happens next is a great way to feed relevant product. While the initial setup takes some time, automated triggers learn more about the customer individually and build up an arsenal of probabilities.

Enter recommendations based on each shopper’s session behavior using the IF> THEN automation. Here is an example:

When a shopper scrolls through a specific product category and then navigates to the sales area for the same product type, the sales area shows you what’s available in all price tiers. Do the same in the full price category if the buyer returns later.

Discount codes just for you. Generating unique voucher codes for each customer is a great way to personalize the experience and analyze the success of campaigns. Codes can be pre-assigned or created on the fly based on an action like a click in an email or text.

Binding codes to each person can identify who is engaged and enable personalized reminders of the others. And since no two codes are alike, you have to worry less about expiration dates and unauthorized access.

Human-like chatbots. Artificial intelligence can be scary, but it can also reduce revenue because customers don’t get answers quickly. Use today’s modern chatbots to guide shoppers to relevant products, help with payment issues at checkout, and provide compatibility information. They can also collect important feedback and notify consumers of upcoming promotions.

AI-controlled bots can answer routine inquiries. Non-standard problems require a live agent. If you can’t provide 24/7 real-time support, reply to consumers first thing every day.


Online shopping will never “return to normal”. The demands retailers have faced over the past two years are now standard for 2022. Prepare now by analyzing the actions of shoppers over the next few weeks. Behavior – more than just selling – reveals consumer expectations.

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