E-Commerce Trends for 2024 and Beyond

The e-commerce industry is big business. The US share is currently the second highest in the world, with an estimated value of $1,064,290.8 million, generating $90,069 million in revenue in July 2024 alone [1]. Since the COVID-19 pandemic, many brick-and-mortar businesses have struggled, while others turned their attention to online sales. You can see this in the projected growth of global e-commerce markets. For example, the business-to-business e-commerce market will grow at a CAGR of 14.5 percent through 2026, according to the International Trade Administration (ITA) [2]. 

Trends impact the e-commerce market, whether short-term fads or permanent changes. Below, you can explore modern e-commerce trends and why they are essential. 

What are e-commerce trends?

A trend is a gradual but significant change or development, and in e-commerce, these are changes that affect businesses selling goods or services over the internet. E-commerce trends can impact the market and drive sales forward, whether based on technological advances, consumer preferences and convenience, social media influences, or ethical considerations, among other causes. Analytics and finance companies track trends and make predictions for businesses that want to continue to compete in the market.

What are e-commerce trends used for?

Businesses that understand e-commerce industry trends know what is successful in the market, what isn’t working so well, and what consumers are looking for. They use these insights about the future of e-commerce to build strategies to strengthen their offerings. Getting in while a trend is new can put businesses in an advantageous position.  

Consider the trend of businesses moving online during and after the pandemic. Businesses that observed this trend were able to make the transition to e-commerce at the right time, and many boosted their sales significantly. When choosing trends to capitalize on, make sure you take time to consider which ones are right for your business and align with what your customers want. Doing this can help you prioritize your resources and obtain the best long-term return for your efforts.

Who uses e-commerce trends?

Companies that conduct business online can benefit from tracking e-commerce trends. Large, medium, and small companies anticipate trends to ensure they remain the strongest in the market. A large company, for example, might invest in artificial intelligence to enhance a virtual shopping experience by personalizing recommendations.

Another company might observe the trend in ethical consumerism and adapt their offerings, packaging, and air miles to be more environmentally or socially friendly.  

Seven e-commerce trends

You may already spot e-commerce trends in your day-to-day shopping experience, or you might be just entering the exciting world of e-commerce. Take a look at seven big e-commerce trends to look out for in 2024 and beyond.

1. Virtual and augmented reality make e-commerce more immersive.

Augmented reality (AR) and virtual reality (VR) are becoming more commonplace in e-commerce. Originally just used by the big players, more businesses are using these technologies today to fully immerse customers in the buying experience. It includes giving customers 360-degree views of products, seeing pieces of furniture in virtual showrooms, and virtually trying on outfits. 

2. Mobile shopping is strong and getting stronger.

More and more shoppers use their phones or tablets over a PC or desktop, and this trend continues to grow. According to data from Forbes, 54 percent of online Black Friday sales took place on a mobile device in 2023 [3]. Being on top of this trend means optimizing websites and online stores for seamless mobile use. 

3. Consumers want more and easier payment solutions.

Limited payment methods and drawn-out processes can be off-putting for customers looking for ease and simplicity. Payment options are evolving, and customers expect multichannel shopping options. Many businesses also offer flexible payment options like “buy now and pay later,” mobile wallets, and the option to pay using cryptocurrency.

4. People increasingly use voice search for shopping online.

Consumers using voice search to find products is a growing trend, with technology company G2 estimating that by 2025, the global market value could reach 26.8 billion [4]. It is particularly common with smart speakers such as Google Home and Alexa, which customers can use to order groceries and meals hands-free. 

5. Artificial intelligence acts as a personal shopper.

Artificial intelligence (AI) has impacted many industries, so it’s no surprise that businesses use it to enhance e-commerce customer experiences. With the use of AI, companies can predict consumers’ shopping habits and upsell items based on their choices. When people shop, AI technology collects data about what they bought, what they looked at, and their preferences. You can use this data to optimize online sites to best engage and convert customers. 

6. Subscription models continue to grow.

Subscription models are here to stay. Clothes, cosmetics, socks, consumables, and gym wear are just some of the products available for an e-commerce subscription service. This trend means customers return repeatedly without trying to bring them back to your store, and there seems to be no end to the products and even services you can turn into a subscription model. 

7. Ethical branding draws socially aware customers.

Consumers are becoming more conscious of their purchases' impact on the environment and whether companies have responsible brand values. Sustainable products prioritize responsible sourcing, fair treatment of workers, environmentally friendly packaging, local produce, and animal welfare. 

Consumers who are aware of brand values want them to match their own. These values include fair working practices, fair trade products, and local sourcing. If consumers feel connected to a brand, they are more likely to buy from it. 

How to start using e-commerce trends

With so many e-commerce trends, every business has a starting point depending on your area of knowledge, business model, and budget. A great first step is to make your brand ethical and sustainable. A recent analysis by McKinsey found that brands that claim to be environmentally and sustainably responsible are experiencing more growth than their competitors [5]. 

Making your brand ethical and sustainable is also widely applicable across businesses. Choosing local suppliers, selecting environmentally friendly packaging, paying workers fairly, and supporting social needs by donating to charitable causes are simple steps that make a big difference. 

Getting started on Coursera

E-commerce trends, such as AR, VR, mobile phone shopping, ethical branding, and artificial intelligence, continue to impact how businesses operate and how customers interact with brands.

If you want to learn more about trends and cement your e-commerce skills and knowledge, consider earning the Google Digital Marketing and E-Commerce Professional Certificate on Coursera. You can complete it in 6 months when working 10 hours weekly.