7 E-commerce Trends That Will Dominate 2023

Shopping continues to evolve. To succeed in 2023, brands and marketers need to adapt to the ever-changing, ever-evolving buying behaviors of consumers, especially coming out of the pandemic.

While digital touchpoints are more important than ever, brands should be thinking about the entirety of the purchase journey and how they might be able to make the path to purchase smoother everywhere.

Here are a few e-commerce trends that will impact brands in the year ahead.

1. Social Commerce is Growing

Social media has given rise to social commerce, a growing trend that integrates shopping into our normal social media usage.

Already, nearly 50% of Instagram users leverage the platform for shopping each week. That means brands need to start using tags or hashtags to speak directly to those audiences who are already researching.

Influencer marketing is of course part of the mainstream as well, with countless personalities partnering with brands to help their followers learn about products. Over 70% of US marketers have participated in influencer marketing this year, and that’s only expected to increase.

Live streaming is another way that brands can tell a more robust story around their products. Instagram, Facebook, and Amazon, are just a few of the platforms that have embraced selling via live broadcasts.

The big challenge for brands is targeting the right audience through the right channels. Remember that one size doesn't fit all. Specifically, each channel requires content to be tailored to it’s consumer mindsets:

• Facebook: Users are mainly keeping in contact with close friends.

• Instagram: Visual content, stories, and influencer advice reign.

• Pinterest: It’s all about inspiration.

• LinkedIn: Focus is on professional content and contacts.

While each channel has their own focus or use case, note that social media is rapidly evolving. Increasingly, social channels like Facebook and Instagram are supporting e-commerce, and followers are ready to buy!

Social media serves as a place to discover brands, research products, get help and support. And now, it also gives click-to-buy simplicity to users, all built within the platform.

2. Content (Marketing) is King

While attention spans may be dwindling in an increasingly short-form world, the adage that content is king is alive and well.

High-quality content is critical for making consumers feel like they’re in control, empowered with everything they need to make a decision. The trick is to avoid the traditional sales pitch.

The focus of content marketing is about creating helpful, educational materials to inspire purchases. Brands should not only be creating detailed product page information wherever items are sold, but also supporting that content with videos, blog posts, an email newsletter, and social media posts, that are a mix of inspiration and education.

Instead of selling, brands should be positioned more as a thought leader and as a potential source of advice within their broader market niche.

Not only does building content around expertise in your category help to educate potential customers, but it can also attract new customers who are looking for advice but might not be in-market just yet. So ditch the product-focused sales pitch and you’ll start expanding your reach. Sales will follow.

3. Think Omni-channel All the time

The importance of an omni-channel strategy isn’t a new trend, but it is one that will remain relevant for most brands.

While e-commerce and online shopping continues to be the norm, shoppers today demand a seamless and robust experience wherever they may be shopping. The transition between channels should also be easy.

This may include offering ways for customers to browse online and buy in-store. It may include buying online and returning items in-store. Maybe it is also shopping online via retail partners or online via social social commerce.

Wherever or however a customer chooses to shop, the experience must be tied together whenever possible. An example is a hybrid event that gives shoppers a real life look at a product in either an in-person or virtual format. It could also mean experimenting with Augmented Reality (AR), allowing consumers to use their mobile devices to get a sense of scale or fit before they make a purchase.

An omni-channel presence not only leads to more sales overall, but the right experience can make shoppers more comfortable with brands, give confidence in the product they're considering, and help to reduce returns later.

Voice search is another shopping behavior on the rise, providing yet another way for retailers and brands to communicate with shoppers.

All of this means you can’t be too narrow in your focus and all customer devices – across desktop, mobile, and even the smart home – must be considered.

4. Mobile-first, mobile-must

Omni-channel strategies are about supporting all channels. But regardless of plans to buy online or in-store, chances are that our smallest screens are going to play a big role in the journey.

As discussed, it’s important to ramp up inspiration and education content for 2023. As time goes on, it is easy to realize we live in a world with increasingly shorter attention spans — some argue that our attention span is less than 9 seconds, shorter than that of a goldfish!

That’s more reason to keep mobile devices top of mind and optimize visuals for these smaller screens. Desktop visuals should be secondary, as most brands’ desktop web traffic has been on the decline.

Mobile-friendliness, vertical orientation of imagery, and short-form video, should all be in your content mix.

5. Social Proof with Online Reviews

Whether we’re selecting a new dentist or buying consumer electronics, most of us leverage ratings and reviews whenever we shop. While as many 95% of consumers already do this, the shift to e-commerce will only make reviews more impactful in the shopping journey.

There are many ways brands can illustrate their product, including high-quality imagery, video, even AR, but there’s ultimately no way for a consumer to interact with or feel the products they’re browsing online.

Ratings and reviews are key to painting a real-life picture of the product, and help shoppers feel comfortable making a purchase decision. For brands, embracing ratings and reviews also provides transparency which builds trust with customers.

6. Online and In-store Events

Brick-and-mortar stores offer many ways to educate and inspire shoppers. In-store events, such as cooking classes at Sur La Table, are ways physical stores can influence purchases.

With fewer shoppers going in-store for their purchases, it is still important to create unique experiences. In the same way that omni-channel strategies help bridge online and in-store purchasing, virtual or hybrid events are key to delivering that seamless live in-person and online education.

Hybrid events are unique in giving more people the option to attend, including for those looking for an opportunity to interact with products in-store before they buy. Additionally, hybrid events are engaging because shoppers get to choose how they want to experience the event, even if they can’t make it to a physical store. Together, these unique benefits offer huge opportunities for sales.

7. Connecting with Customers

E-commerce, and technology in general, continues to change retail. Today, shoppers benefit from speed (same-day shipping!), convenience (shop from anywhere 24/7), and consistency (access everything you need to make a purchase decision, regardless of retail environment).

However, customer experience is key, and that goes far beyond making a great lifestyle image of the product in-use.

Coming out of the pandemic, we’ve seen shoppers wanting to connect with smaller businesses, or even buy direct from big brands. Moreover, shoppers were happy to pay more to make their purchases away from traditional retailers.

The reason for this is simple – people are increasingly loyal to the retailers and brands that provide both value and minimum friction. Delivering the right experience impresses shoppers. When that happens, customers reward brands with loyalty, and they also spread the word!

On Work-Life Balance

Work-life balance is an important topic in this always-on, digital world we all live in. The last couple of years has also given new meaning to the idea of balance as we’ve all adapted to “new normal” conditions. 

Heavily focused on how people structure and manage their days is Balance the Grind, which hosts conversations about work, life, and balancing the two. The editors talk to people from all over the world, in different careers and backgrounds, to give readers insight into what work-life balance means and how it can be achieved. 

There are always some incredible conversations at Balance the Grind, plus explorations of daily habits, schedules, rituals and routines of successful world leaders, artists, startup founders, business executives, writers and world class athletes. I was honored to be featured to give my two cents on an important topic for young professionals.

Shout out to Hao Nguyen and the editorial team for taking the time to chat, and for building an amazing community.

SEO and its Role in Your Business

According to SmallBizGenius, 93% of all online activities start with a search engine. Moreover, 75% of searchers never click past the first page of results.

Those are impressive stats that indicate how important Search is in a consumer’s path to purchase. It also shows how SEO continues to be essential to any brand’s marketing strategy, just as much as traditional ad campaigns. 

These new stats shouldn’t be too surprising. In the omnichannel world that we live in, Search continues to be at the center of how we research a product before we buy.  

At the very least, these trends also should reveal how important SEO is within the marketing mix. And what’s more, many companies still diminish the impact that SEO brings. 

These stats are only the latest in a slew of data that says any marketer should be utilizing SEO as a powerful tool within your marketing toolbox. Here’s why:

Search Experience Optimization

At its core, SEO is about optimizing all aspects of the searcher’s experience, aiding their journey to find answers.

While some will consider SEO a temporary solution (or at worst snake oil), it's really the process in which a website’s health, performance, and visibility are improved. 

SEO, when done well, is focused on establishing a foundation that includes designing an effective user experience, writing great content, and providing a clear path to conversion. From there, more technical SEO tactics can help improve performance and provide a faster, more responsive experience for the user.

E-A-T for Results

Today, SEO is a blend of art and science. It’s also more about the quality of content and UX  than anything else. But it can be summed up by one acronym—EAT. 

E-A-T stands for: Expertise, Authority, and Trust.

Google's algorithm is ultimately searching for content with these attributes. It shows preference for and ranks sites that achieve it. 

Sites that rank well for competitive keywords are those that show expertise in a related field, prove themselves to be an authoritative source of information, and demonstrate they could be trustworthy. 

For many websites that demonstrate expertise, authority, and trustworthiness, organic search quickly becomes one of their top performing channels for traffic. The bonus is that it’s free traffic; you don’t have to pay for each visitor!

Sure, there’s also the ability to run ads in search, and paid results can be easy wins that are also important to an overall marketing strategy. But it’s an organic search strategy that leads to a brand’s ability to really saturate the first page of results for a query in Google. 

Your Brand and SEO

SEO takes time, which isn’t always a luxury that all brands have. 

Perhaps you have a new content content management system (CMS) that isn’t SEO-friendly. Or worse, you have a homegrown or proprietary CMS that doesn’t allow certain SEO elements. 

This is a common challenge, as many brands have a CMS that isn’t built with canonical tags, no-index tags, or schema. Moreover, some e-commerce CMS options help brands sell directly to consumers, but won’t necessarily have the URL structure to accommodate custom queries, or navigation to support natural SEO queries. 

If this sounds familiar at all, it is worth looking into how to upgrade your CMS. Finding workarounds to basic SEO challenges are essential, but also finding helpful SEO professionals to fine tune the content you have already might be worth investing in as well.

Help Customers Find You

As mentioned, SEO takes time. It isn’t a flash in the pan, or guaranteed quick fix. But it is part of a long-term strategy that certainly drives return. And more than likely, it’s something your competitors are already employing. 

SEO principles won’t just help you keep pace with your competitors, it will help you build stronger relationships with new customers actively looking for your product. The key is remembering the EAT concept, and to consistently create pages that are credible sources of information about a specific topic that provide real value for users.

5 SEO Myths You Shouldn’t Follow

SEO was really my gateway into digital marketing. Learning SEO in the early days of my career years ago served as my introduction to marketing on the Web. It’s what opened me up to a new world that included analytics, HTML, user experience, and so much more.

It’s an incredible feeling to build a fantastic website, create great content, to see people find it, and ultimately have those visitors convert. In a nutshell, that’s what made me fall in love with digital marketing in the first place. The outcomes, feedback, learning, and constant refinement is addicting.

Today, this practice blends art and science, and being successful is more about the quality of content and UX than anything else. Unfortunately, SEO has gotten a bad wrap and myths continue to be perpetuated.

Here are just a handful of my favorite myths, in no particular order:

1. SEO Myth: Google Only Ranks ‘Fresh’ Content

Google wants to provide users with the most relevant content for any search query. That’s often been interpreted to mean that to have content rank it must be fresh, new and timely. In other words, the most recently published content has the best chance of near-term success, while older content is bound to decline in organic traffic.

‘Freshness’ is indeed an important signal, but it’s also query-dependent. That means that how fresh a piece of content is likely depends on the query. For sites operating in fast-paced news, fresh content may be key. But for the majority of websites, freshness is less of a factor. Consider the topic that you’re targeting. If it’s one that’s constantly evolving, then it could be important to refresh and/or republish that content regularly to ensure Google doesn't consider it stale.

2. SEO Myth: You Don’t Need Meta Descriptions

Meta descriptions are the snippets of content that can be found under a website’s title tag in the search engine results page. They are basically a short summary of the web page that gives users an idea of what they are potentially clicking into. In many cases, Google will develop one automatically based on the page content.

It’s true that meta descriptions by themselves are no longer directly influencing rankings. However, they play a huge role in the searcher’s behavior and in driving engagement with your page’s SERP listing, click-through, and on-site conversion. If users don’t find what they’re looking for in the meta description, or it doesn’t accurately describe the page, they’ll probably move on to a competitor’s listing.

3. SEO Myth: Google Will Penalize a Website for Duplicate Content

It’s widely believed that duplicate content is a website’s kryptonite, paralyzing it from visibility in search engine results. While it can influence what organic results Google shows, duplicate content doesn't necessarily bring ranking doom.

Instead, Google will just ignore the duplicate content altogether. Keep in mind: if you have instances of duplicate content on your website, those pages may be ignored by search engines, which won’t help or hurt your organic rankings. Luckily, there are some tools out there that can help identify duplicate content on a website, such as Copyscape, but know that some duplicate is not completely unusual.

4. SEO Myth: An SEO Agency is the Best Way to Get Fast Rankings

Always be weary of any promise from agencies of rankings or fast results. If you have the budget, there can certainly be good reasons to hire an SEO agency to help with a host of activities, particularly if you’re short on internal resources or want a fresh perspective on how to improve your search traffic. However, SEO needs to be considered an ongoing effort, not a one-time project or something to get a quick win. It’s driven by data and planned, periodic spurts of increased activity scheduled ahead of time.

Google handles over 100 billion searches per month, so no SEO can predict how or what people are going to search tomorrow, or be able to make any guarantee of fast search rankings. SEO is a long-term practice that’s impacted by the age and history of domain names, authority links, and in-depth, high-quality content, among many other factors. There are many websites out there that check these boxes, but still struggle to rank well. Know that playing the long game is what it takes to not only get to the top of results, but to stay there.

5. SEO Myth: SEO is Dead

Last but not least. Google is more sophisticated than ever and makes it more challenging for SEOs to crack the formula to higher rankings. Moreover, search engine results pages look much different now than they did a decade or more ago. Increasingly, Google is serving up its own answers to searchers’ queries, before they reach traditional website listings. Even voice searches are becoming the norm in our smart homes.

However, the truth is that as long as search engines still exist and show organic results for users hungry for answers—answers that can be influenced in some fashion—SEO isn’t dead. At its core, SEO is about finding ways to satisfy user needs, answer their questions, and it’s about tailoring a website’s architecture or content to meet a searcher’s expectations. That’s something that will continue to be an essential practice.

Stay Nimble, Marketers

As 2020 comes to a close, I can’t help but think about how consumer behavior has changed this year and how businesses of all shapes and sizes are still trying to adapt.

The ancient Greek proverb that “the only constant in life is change” has never been more true as we piece together learnings from 2020 and look to apply to our digital marketing efforts in 2021.

The most successful brands and marketers have always been those who could quickly adapt to a changing environment and new technology. But that’s never been as crucial as it is right now, in the midst of a global pandemic, the likes of which may affect our lives forever.

As COVID-19 spread and made its impact felt on individuals and the wider economy alike, it became clear that the single most important trait that marketers can embody is the ability to stay nimble. If your marketing plans, workflows, or infrastructure isn't able to pivot on a dime, you’ll continue to fight an uphill battle and you certainly won’t be able to meet demands in the next catastrophe.

Marketers must be able to guide their teams and respond in a moment, while of course staying consistent with big picture goals. The overarching strategy behind your marketing plan shouldn’t be thrown out in the midst of adversity, but you should be able to make big changes in near-term ideas that won’t completely obliterate long-term objectives.

As important as it is to move quickly, take the time to get a clear, unbiased grasp of the situation. Your competition is likely grappling with the same changes. However, remember that an immediate reaction or shift doesn’t necessarily pay off.

Customers and partners look for leaders in volatile situations, putting pressure on marketers to deliver messaging that’s simple, factual and empathetic. No one wants to see rushed out brand content that’s overly self-serving, void of the brand's own core values, in an attempt to take advantage of an unusual situation.

Staying nimble these days is also about reinforcing your marketing technology. Now is certainly the time for organizations to take a digital-first approach, leveraging technology to be as efficient and agile as possible, while also delivering messaging that can simplify processes, scales easily, and adjusts to individual customer needs.

For most marketers, the last several months have been about figuring things out as they go. However, the time is perfect to experiment more and learn quickly, to find strategies that will help their brand’s growth within a volatile climate. Honing the ability to test, fail, and repeat again until you decipher the right formula is crucial. And of course whenever there’s a crisis, brands that stay nimble are the ones that will emerge stronger when the dust settles.

How to Stay Productive While Working from Home

The spread of the coronavirus (COVID-19) has drastically changed the way we live, work, and play. We will perhaps be forever changed by this unprecedented world we now live in.

In recent years, remote work has become popular and fairly commonplace. But today, as the pandemic continues, working from home has become something entirely different. It has become the only way that work gets done. 

For traditionally office-bound professionals, working from home means taking advantage of the many perks that come with being remote. You’re able to save time and money by avoiding the daily commute to the office. You can create your own work environment and tailor your office space to your needs. No longer are you confined to one desk or one dedicated space; you can work wherever you want so long as it’s at home. 

Despite the convenience, there are certainly challenges of working at home. There are increased distractions from kids and spouses that are also forced into the same shelter-at-home situation. There are no physical boundaries between work life and home life, which means you have to stay focused, even while knowing there’s beer in the fridge and a gaming console in the next room. And, working with colleagues now requires a little more formality without impromptu brainstorming sessions by the water cooler or meeting follow-ups in the hallway.

Although there are certainly challenges to working from home, the benefits of greater autonomy and the promise of more hours in the day have overwhelming upsides. Here are a few tips I’ve come across that make some of the challenges easier to master and help to boost productivity: 

Stick to a Schedule

Just as you’ve done in the past, get up at the same time each day and start your morning routine. Set aside important tasks and goals the day before so that when you sit down in front of your computer you know exactly what you need to address first. 

Take Breaks

Working without breaks can lead to burnout, but admittedly this is something I’m really bad at when I’m at the office. However, working nonstop at home poses an even greater risk of burnout because I don’t have the luxury of “going home” at the end of the day. To avoid burnout, and feeling like I’m chained to my desk, occasional breaks throughout the day are essential. 

Move

Exercise is always something I try to do regularly, but while being cooped up it’s absolutely essential. Getting the heart rate up works wonders for both physical and mental health, especially while in confinement. Without a commute, there’s more time in the day so make use of it! For once I’m actually able to carve more time out of the day for exercise. It’s been such a treat to get up early and break a sweat before hitting the emails. 

Stay connected 

“Self-isolation” doesn’t have to mean you’re always on your own. Use technology, like email, instant messaging, and video conferencing services, to keep up relationships with friends, family, and colleagues. 

Control Communication

Don’t let the technology mentioned above control you. Set specific times to check in with your manager or co-workers so that you don’t get overwhelmed or distracted. When setting meetings, schedule them around the times that make the most sense for the way you work so that they don’t prevent you from other solo tasks that require more focus.

Get Fresh Air

Eat lunch outside, go for a walk, or simply open your window. Sunlight, fresh air, and the sounds of birds chirping can have a powerfully positive effect and prevent cabin fever. 

Use To-Do Lists

Whether you’re at home or at the office, there’s only so much time in a day so you’ve got to prioritize. Keep a running list of your tasks to prevent any distractions from getting in the way. I like to use Google Keep to organize my to-dos. Layout everything you need to achieve before the workday is done so that you know where to pick-up the next day. 

Set Clear Finish Times

In the past, whenever I would work from home I would end up putting in many more hours than I normally would at the office. Now, without ever physically leaving the “office” it’s more important than ever to set boundaries to achieve proper balance.