Vector ITC points out the new rules of e-Commerce based on consumer experience

Today, the line between the physical and the digital is becoming increasingly blurred, especially from a Customer Experience perspective. When customers switch between devices, channels or platforms, they expect an optimised experience that effectively addresses the purpose of the interaction. A key to this will be an all-channel strategy that has the right channels to reach the customer.  In this sense, to offer a good online experience it is necessary to be up to date with the trends, that is why Vector ITC, international technological and digital group, points out the new rules of eCommerce and how companies must adapt.

When making a purchase, the user is not limited to a single website or online shop. Today’s clients navigate through their devices by an infinity of e-commerce until they find the ideal place to make their purchases, and this is done mainly through the mobile phone. That is why it is important for companies to have the right technology and the right channels to contact the customer. What are the keys to making a difference?

  • Search functions: 70% of search engines in online shops do not return relevant results if a synonym is used in the search. Customised searches or the autocomplete function will also help guide visitors to become end customers. Artificial Intelligence can be of great help in search engines, for example, thanks to its application visual search has been introduced in the e-commerce sector.
  • Mobile applications: Smartphones have become very relevant and with them the importance of the mobile version in business has grown. It is estimated that approximately 75% of companies are implementing a sales section through mobile applications in their online shops. Therefore, it is very important that the applications are adapted to the users and take into account their requirements and their way of interacting.
  • Voice Commerce: There is an increasing number of searches carried out through voice assistants, which will turn devices such as Alexa or Google Home into essential online sales channels.
  • Product Fact Sheet: Shoppers look for the information they need on the product page so that all their questions can be answered. Therefore, images, videos, product description, other buyers’ opinions, ratings, etc. must be included. Photographs are the users’ main method of inspecting and evaluating a product, and are the substitute for physically holding the item in their hands, so features such as zoom are essential.
  • Augmented Reality: This technology offers buyers a new range of possibilities, allowing them to visualise the product in its real context, whether it is a sofa in the middle of their living room or shoes to match a dress they already had.
  • Completion of the purchase: It is important that e-commerce focus on improving its usability in the completion of the purchase, for example, with a single payment page (One Page Checkout). Unlike multi-step payment, with the One Page Checkout process customers get all the information about their order at a glance, including shipping and payment method. With regard to payment, it is essential that companies have several options for carrying out the transaction.

The e-commerce has been growing and adapting to changes that have emerged in business, market and consumers, to provide solutions to their needs. To this end, it has been supported by the advance of technologies such as Artificial Intelligence, Big Data, Blockchain, automation, etc., which have facilitated both the tasks of the company and improved the experience of consumers.

“The shopping experience is key in the online world; in fact, the success or failure of a company is based on it. This is a very fine line that is crossed with a simple click or comment from a user. That is why companies must be very aware of every point of contact that customers have with the brand and offer them a unified shopping experience,” says Rafael Conde del Pozo, Digital & Innovation Director, Vector ITC.

For this to be possible, companies must have the right tools to manage all the areas that make it up (logistics, customer service, supplier management, sales channels, etc.). Moreover, they must be integrated, connected to each other, not only to save time and costs, but also to improve the company’s all-channel strategy, offering complete solutions.

For more information, consult and download our White Paper about The new rules of e-Commerce, here (content in Spanish).