Flourishing in the new e-commerce landscape: 4 trends shaping the customer experience

The e-commerce landscape has evolved rapidly, driven by changing consumer behavior and the lasting impact of the global pandemic.

In response, companies are working with sellers to strategically reach specific buyers through websites and channels. This requires a concerted effort to prioritize streamlined management processes that contribute to a seamless user experience.

To thrive in the marketplace, companies must embrace these disruptive trends and prioritize delivering exceptional customer experiences through a truly connected operating platform that supports a broader ecosystem.

Hybrid buying is becoming the norm

Ten years ago, the concept of showrooming, in which customers viewed products online before purchasing in a physical store, was not widely accepted. The challenge at that time was the chaotic approach of retailers, treating online and stationary stores as separate entities. This resulted in a less than smooth customer service.

Fast forward to today, and the retail industry has moved into a hybrid era, facilitated by Connected CommerceOps. This stands for a connected commerce operation that enables retailers to seamlessly combine in-store and online experiences. The shift to hybrid shopping is a testament to the evolution and resilience of the retail industry. Retailers are now better equipped to offer seamless, integrated experiences across online and physical channels, meeting the demands of today’s discerning consumers.

In the current hybrid shopping system, customers still go online to explore products and offers, but may choose to visit physical stores for a hands-on experience. This is all the more reason to have a complete 360-degree view of your inventory and tie it to your customers’ habits and overall purchasing patterns.

Physical stores are becoming valuable tools for enhancing brand image by allowing customers to interact with products before purchasing online. The difference now compared to 10 years ago is that consumers don’t just buy online or in stores. They do both.

Shady Rays is an example of a brand using a hybrid shopping strategy. When customers browse sunglasses online, they come across Shady Rays products and connect with the brand. The strategic placement of their retail stores complements the online experience. Customers who want to try on sunglasses before purchasing can conveniently visit these physical stores. It serves as a showroom for shades.

The evolution towards hybrid shopping highlights the critical role of connected commerce operations in today’s retail landscape. As seen with Shady Rays, integrating online and physical stores streamlines the customer journey, ultimately increasing loyalty and sales. That’s why a seamless, interconnected retail experience is critical to meeting the expectations of today’s consumers.

Operational agility is now a strategic mindset

In the rapidly evolving e-commerce sector, retailers need operational agility – the ability to quickly adapt processes, technologies and operations to changing market conditions. Achieving this requires not only meeting current consumer expectations, but also anticipating future trends. A key element of this flexibility is investing in technology that unifies and automates the retailer’s operational ecosystem.

Implementing a Connected CommerceOps solution is particularly important in inventory management. The use of and access to advanced data analytics can predict demand, balance inventory levels and increase supply chain efficiency. Agile companies adopt agile strategies, adapting to real-time data and incorporating customer feedback into their campaigns. This approach ensures that they remain relevant and actively engage customers.

Take Shopify for example. Shopify’s robust and customizable e-commerce solution enables businesses of all sizes to set up online stores. A key part of Shopify’s operational flexibility is its ability to adapt to changing consumer behaviors and preferences, which it achieves not only through its own features and updates, but also through the network of partners in their ecosystem. This includes connected operating platforms that collectively enhance Shopify’s offering, exemplifying the importance of a connected ecosystem in achieving operational agility.

AI-based platforms will begin to enable development

Anticipating customer needs is only half the battle in e-commerce; the real challenge is to act quickly and efficiently once the customer clicks the checkout button. This is where a connected operating platform comes in handy, working with artificial intelligence to ensure a seamless shopping experience. These systems efficiently handle orders from various channels, perfectly coordinating inventory management to ensure product availability and proper allocation.

A connected commerce operation answers important questions such as “Where is the product stored?” and “Can it be sold?” with precision, ensuring that the right products are always in stock. Meanwhile, AI can streamline these processes by providing real-time insight and predictive analytics, optimizing the entire supply chain.

Behind the scenes, the trade operations system must manage the shipping process and integrate with warehouse management systems to maintain accuracy. Strategic automation streamlines these processes, minimizing potential disruptions to the delivery process.

For retailers managing multiple inventories, including third-party facilities, a connected commerce operation provides a reliable source of truth that provides accurate and timely inventory and order information. Combined with artificial intelligence, it ensures that customers receive their orders as expected, thereby improving their overall shopping experience.

More brands will merge to become one

Unlike conventional mergers that maintain a distinct identity, modern companies strategically evaluate market trends for brand consolidation. The goal is to create a diverse portfolio of brands serving different customer segments, increasing efficiency in competitive e-commerce environments.

The direct result of brand consolidation is the creation of a solid digital footprint. This includes establishing a unified online presence, maximizing visibility, increasing brand recognition and
facilitating seamless online shopping across a variety of product lines.

The power of brand consolidation goes beyond simplifying the consumer experience – it also applies to efficiency and cost reduction for companies themselves. By combining resources, operations and marketing efforts, companies can leverage economies of scale and improve communication, leading to a stronger market presence and operational proficiency.

These strategic consolidations are intended not only to improve the customer experience, but also to build a stronger, more resilient business structure that is better able to withstand digital market fluctuations and adapt to emerging trends and consumer preferences.

Operational agility, AI-powered systems and brand consolidation are impacting how e-commerce retailers respond to market demand. E-commerce sellers must adapt to these changes to ensure a seamless shopping experience and remain competitive. By leveraging a connected operating platform and capitalizing on these strategic shifts, companies can create an efficient, robust and resilient digital presence ready to meet the challenges and opportunities of the evolving e-commerce landscape. Because the key to staying ahead isn’t just meeting expectations – it’s exceeding them.