Bonn, Germany -- Mobile commerce and gamification are two of the leading trends shaping the future of e-commerce. A new report from Deutsche Post DHL, “The Future of E-commerce in the U.S.,” identifies eight trends driving qualitative changes in e-commerce beyond rapid growth. A brief summary of each trend follows.
M-commerce: As consumers continue to rely on mobile devices for Internet access with greater frequency, m-commerce will keep growing in importance as a form of e-commerce. DHL cites figures from reports such as a Google study indicating 89% of US residents use their smartphones during the day and a report from Wanderful Media showing 63% of online shoppers make purchase while watching TV to support this trend.
Omni-channel Retailing: DHL classifies omni-channel retailing as both shopping across two more channels and the integration of the brick-and-mortar and Internet channels. PwC data indicates 65% of U.S. consumers shop using two or more channels and 21% shop using five or more channels.
Entertaining Commerce: Retailers will increasingly include entertaining elements in their omni-channel customer experience to heighten customer engagement and brand loyalty, a practice known as gamification. Gartner Research projects that more than 70% of the world’s 2,000 largest companies will have at least one game-based application by next year.
Custom-Tailored Shopping: E-commerce platforms are increasingly personalizing communication and pricing systems as well as recommendations and product pre-selections. This type of customization can help boost purchase frequency by 100% and average order value by 50% according to a recent marketing study from MyBuy.
Data Protection: The U.S. lacks formal regulations governing the security of electronically transmitted personal data, but the government released recommended guidelines in 2012 and consumer awarenes