The e-commerce sector, in full change for several years, is again faced with unprecedented challenges, but also with major innovation opportunities. The COVVI-19 pandemic accelerated the digital transition, imposing rapid and often radical changes in the way of consuming and interacting with brands. At a time when competition is becoming more and more fierce, companies must adopt new strategies to stand out and remain competitive. What are the emerging trends in e-commerce? And how can businesses, especially French start-ups, take advantage of these developments to maintain themselves at the forefront?
The rise of conversational trade and artificial intelligence
One of the main trends that emerges in the e-commerce sector is the increased use of artificial intelligence (AI) and conversational trade. The AI allows you to personalize the purchasing experience in real time, by offering product recommendations adapted to the preferences of each consumer. According to a study by Accenture, 91% of consumers are more likely to buy from brands that offer them personalized experiences. Likewise, artificial intelligence is used to optimize logistics and stock management processes.
Conversational trade, which is based on technologies such as chatbots and virtual assistants, also becomes an essential component of the customer experience. This type of communication allows a more fluid and immediate interaction between consumers and brands, while reducing operational costs for businesses. For example, the French start-up Clustaarspecialized in conversational AI, helps companies integrate chatbots capable of understanding user requests and providing them with precise and instant answers.
Business example: Mangopaya French start-up offers an online payment solution adapted to marketplaces. It uses AI to predict the risk of fraud and guarantee secure transactions. This not only makes it possible to strengthen user confidence, but also to improve the efficiency of payment processes.
The rise of the omnichannel
Omnichannel is no longer an option, but a necessity for companies in the e-commerce sector. Consumers, increasingly demanding, await a fluid and coherent experience, whether online or in a physical store. The idea is to ensure that the purchasing routes are not fragmented, but unified.
Thus, companies that operate on online and physical channels adopt click-And-Collect strategies, which allow customers to order online and recover their products in store. This hybrid model was strengthened after the health crisis, with a report by the McKinsey firm revealing that 70% of French consumers used click-and-collect in 2020.
The French start-up Kiplin perfectly embodies this trend. Founded in 2017, it developed a mobile application allowing consumers to order online, then to withdraw their order in partner points of sale. The company is focusing on an offer focused on proximity and agility to differentiate itself in a very competitive sector.
Acceleration of fast delivery and
In a world where speed has become a major competitiveness criterion, consumers are increasingly inclined to opt for ultra-rapid delivery services. Delivery in one day or even the same day, has become an expectation rather than an exception. This is particularly true in sectors such as fashion, food, and electronics.
Giants like Amazon opened the way with delivery services the same day, but some French start-ups have managed to position themselves in this niche with offers adapted to their local markets.
The start-up DPDGroupa major player in the field of logistics in France, has developed an express delivery solution for online merchants. The company joins forces with retailers like La Redoute To offer delivery options the same day, or even in just a few hours.
In addition, companies like Stuarta Lyon start-up specializing in urban delivery, exploit the model of the collaborative economy to connect freelance deliverers with e-merchants and thus ensure ultra-fast delivery.
The “social trade”: the influence of social networks in online purchases
Social networks become a real sales channel for e-commerce companies, a trend that continues to grow. The concept of “social trade”, which consists of selling directly on platforms like Instagram, Tiktok, or Facebook, is growing. According to a study by Hootsuite, 54% of consumers now use social networks to discover new products.
Companies that directly integrate purchase buttons or redirection links to their website in their posts on social networks benefit from increased commitment and higher conversion. This is particularly verified with the younger generations, who favor direct purchase from social platforms.
The development of responsible and sustainable e-commerce
One of the major consumer concerns today is the environmental impact of their purchases. The era of excessive consumption gradually gives way to more responsible and thoughtful behaviors. Consequently, responsible e-commerce is distinguished more and more by highlighting sustainable products from short circuits, or made ethically.
Many French start-ups have understood the importance of this development and integrate sustainability at the heart of their strategies. Consumers, especially young generations, are ready to pay more for environmentally friendly products.
The start-up The exceptionspecialized in high -end and ethical fashion, has established itself as a major player in online trade responsible. It offers a selection of French and international brands that favor sustainable raw materials and environmentally friendly production processes.
