The Future of E-Commerce According to the Experts

Day One of the Online Market World Conference was opened up with a starter session that covered the upcoming trends in the e-commerce industry. I thought it was rather “short and sweet” in content and delivered a good overview that is worth sharing. According to Joe Chung (Allurent), Doug Mack (Adobe) and Michael Hines (Jones Apparel Group) there are a number of trends in the evolving e-business:

1) Rich media meets rich applications - the user experience becomes very engaging, interactive and “seamless” thanks to the latest and greatest in the web development apps that leverage the graphic user interface. Examples include Gucci watch and Teamwork Athletic Apparel sites that bring authentic interactive brand experiences right at your computer.
2) Increasing community involvement - plays a major role in creating relationships, brand recognition and promotion from the mere transactions. If they (transactions) were good, easy experiences – they become stories that people pass along and eventually translate into more revenue.
3) Back to the desktop - lots of $$ is invested into the desktop shopping platforms, “browser-free” online shopping – imagine that!
4) Content as the Interface - plays a great role in the new way e-commerce sites get content and “inventory” – see Zillow’s site where users can post their house info (pictures, videos, etc) on sale in 60 seconds and watch the bids come.
5) Online shopping to be successful must be: enticing + engaging + executional + pervasive + mobile.

It is interesting to see how the same principles and concepts are applied throughout various industries and disciplines: I see the basics of the social media concepts, user experience design, permission marketing, branding and CRM – all work in tandem to accomplish a simple goal. You hear all the time the same fundamentals: ease of use, emotion, relevance, experience, engagement = all in various combinations bring you to success, as they are the same needs expressed by the sophisticated consumer, online shopper, primarily the US-based individual. As Joe Chung says, “extensive increases in the software development are very well offset by increasing customer expectations”, – so viva the online shopper – as there will always be plenty of work for all of us in web applications and services development as well as online marketing!