With 2017 just around the corner, the likelihood is that we’ll see some new developments in 2017. Four CEOs of leading eCommerce companies in Norway share their ideas on what they think will be the main digital eCommerce trends in 2017.
Marcus Fredricsson, from Swedish car service portal Mekster, argues that the time for dropshipping is well and truly up. Dropshipping describes the process of retailers acting as somewhat of a middleman, by ordering stock from the manufacturer, who then send it straight on to the client. This can complicate eCommerce orders, as one order could have goods from varying suppliers, making the process more lengthily.
Focussing On Logistics
The CEO also commented on the potential of virtual reality. Although eCommerce hasn’t found a way to utilise the technology just yet, he thinks 2017 will see widespread adoption of VR, resulting in more efficient eCommerce tendencies.
He also considered the impacts the new year may bring to smaller online retailers, and thinks they should focus more on successfully selling their products through international marketplaces such as Amazon and eBay, rather than tightening their customer relationship. He added, “You need a tremendous control of the supply chain logistics to satisfy customers.”
Cutting Out The Middleman
Further to the previous point, Christoffer Tyrefors from Sweden’s largest bike shop Cvkelkraft, concurs with Fredricsson about the unsuccessful role played by the middle man in terms of the effects to online retailers. He argues the only thing they need to pay for is delivery, and in this way will save on elements such as sourcing, storing and packaging; “eCommerce players should find fundamental profitabilities of their core businesses and therefore needs to stop paying money to intermediaries.”
Rely Less On Google
Tyrefors also argues that Google has become too much of a powerful tool within the eCommerce industry that online retailers depend on more than ever. He focusses on how the quest to reduce the importance of search has resulted, in practice, to companies needing to build brands. In this sense, he refers to a major eCommerce trend of 2017 that is: ‘eat or get eaten’. This refers to the large online marketplaces being rolled out globally and the dominant role Google plays in the entire online shopping process. He says: “Volume will become even more important. It translates to economies of scale, and with economies of scale it is easier to build the brand.”
Performance And Sales To Align
The CEO of monitoring platform Apica System, Sven Hammer, thinks that the B2B shopping experience model will change to be more like B2C in the upcoming year. This will then be reflected in the improved customer experience and be reflected in an increase in sales. The final CEO, Torkel Hallander from ‘eCommerce factory’ Nordic Etail, highlights the important role that will be played by ‘Sales Man Replication’ in 2017, and that it will become a new buzzword in the industry. He argues that as soon as websites begin to replicate these salesman techniques, not only will shoppers get a better experience and spread the world, but retailers will also see an increase in conversation rates.
Hallander also predicts mobile engagement will increase its influence over eCommerce. He looks at the ways in which using the mobile for shopping can reach new heights in terms of choosing products, moving between devices and making payments. Critically, he underlines the role played by people wanting more, once they’ve made a payment once, they will want to do it again and again.
In conclusion, a general theme for 2017 seems to be targeting the customer, which will, in turn, maximise sales. Online retailers are likely to design their website presentation to offer more for individual customer preferences and niche markets, behaviours and purchasing power.