After COVID-19 made a significant retreat worldwide, predictions began to emerge about how digitalization and e-commerce would progress.
The Economist predicts that the pandemic and our responses to it “will accelerate the energetic adoption of new technologies.”
In a report published in May, the World Trade Organization (WTO) stated that the COVID-19 pandemic has clearly shown that e-commerce can be an essential tool/solution for consumers during crises and an economic driving force, even for small businesses. It emphasizes the expected growth in e-commerce post-COVID-19 by highlighting the rise of B2B and B2C e-commerce companies like Alibaba and Taobao during the SARS outbreak in 2002-2003.
Looking at current predictions and the period we’re in, it’s clear that even when we return to normal life, we’ll continue to carry out as many activities digitally as possible for a relatively significant time. The post-COVID-19 period presents a major opportunity for brands focused on physical store retailing to expand their digital presence and evolve alongside unprecedented changes in consumer behavior.
E-commerce was already gaining a larger share in retail sales, but we can say that the pandemic will almost certainly accelerate the growth in e-commerce anticipated for the coming years.
The reality is that digitally mature organizations have a significant advantage, both during and after COVID-19, and are better positioned to capitalize on this period. For those who have realized the importance of having online stores on e-commerce platforms during COVID-19, there will be long-term effects on post-COVID-19 shopping behavior. So how can brands advance and differentiate in e-commerce?
Customer Experience is a Differentiator
An increase in online shoppers brings greater potential demand but also more competition. Brands already focused on e-commerce may see some new brands that have entered e-commerce appearing on the competitive radar.
As digital shopping experiences grow, brands will need to work harder to deliver a rich and engaging shopping experience that captures customers’ attention and keeps them coming back.
The good news is that providing customers with the experience they desire will benefit brands. Brands need to be ready to differentiate themselves with compelling digital experiences and in-store digital applications that connect digital channels.
Brands should start thinking about moving beyond the risks of digital commerce to differentiate themselves with highly personalized experiences. They shouldn’t forget to offer features like clear and quick communication, excellent product search, and contactless payment.
Experience and Interaction: Your Superpower
The more experiential elements are added to digital assets, the more shoppers engage. Engaging with your brand in this way will positively impact brand perception and help consumers better understand your products and services. There are also more tangible benefits, like increasing conversion rates and customer loyalty. For this, you should definitely make use of omnichannel interaction platforms. Netmera provides significant advantages in this area, enabling a brand’s e-commerce platform to “run” the fastest in the digital shopping competition, thus increasing critical KPIs like conversion rate and customer retention. However, before utilizing omnichannel interaction platforms like Netmera, you need to choose an e-commerce solution that will allow you to deliver a differentiated digital experience to customers.
The First Step to Creating the Best E-Commerce Experience for Your Brand
“Experience” is one of those words that can mean many things and start to feel vague and elusive. So let’s look at what “experience” really means in the context of e-commerce.
Unlike a one-time event, an “experience” is ongoing and encompasses much more than just “a conversion.” A holistic “experience” involves multiple sensory inputs or different ways of engaging the user with the brand. The focus is not only on the final transaction but on the entire “journey.”
Today, there are almost limitless possibilities to enrich the digital experience and increase interaction for your consumers. However, it’s undoubtedly essential to “walk before you can run.” To begin creating the anticipated experience, we recommend taking initial steps like providing a good shopping experience, merging physical and digital store experiences, and using e-commerce platforms with mobile commerce add-ons. Consider the following solutions:
- Check out SAP E-commerce applications.
- Visit our Mobile Commerce page.
