The world of ecommerce is undergoing great changes while experiencing massive growth.
The technology required to launch an ecommerce has also changed in recent months.
These are the 5 technological trends that industry players need to know about right now, according to some experts.

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The COVID-19 pandemic has caused an explosion in ecommerce sales, and that growth has translated into a vast array of opportunities for technology providers to innovate.

Business Insider spoke to 6 ecommerce experts and analysts about the tech trends everyone in the industry should be aware of right now.
The experts consulted explain that anyone working in the ecommerce sector should take into account the number of different channels that consumers have at their disposal to buy, as well as the changes that technological giants, such as Apple and Google, are preparing regarding the data monitoring.

These changes mean that the technology required for an ecommerce to work is also changing, and these are the trends that people in the industry need to be aware of as ecommerce evolves:

Headless trading is here to stay

A growing number of startups are doubling down on “headless” commerce, which refers to the idea that the look and feel of a customer-facing website is entirely separate from the development code of the web itself.
The idea behind this concept is that the two layers, front-end and back-end, communicate using application programming interfaces, or APIs.

Separating the two layers makes it easy for business owners to adapt the front of their e-stores to different channels, such as a mobile app, a web view on a desktop, or even voice technology devices, such as Alexa.

“People shop in totally different ways, and I think any service that can help get stores where people are looking is really important,” says Laura Kennedy, a senior analyst at CB Insights.

The pandemic makes Spain the country that has best known how to capitalize on the rise of ‘e-commerce’: sales boom of 41% in 2020 and a clear intention to consolidate

Amazon has long used a “headless” strategy to develop its own services, but startups like Fabric, Commerce.js and Commerce Layer are looking to make headless commerce a reality for sellers without Amazon’s infinite resources.

“Consumer expectations about the type of experience — or the device they’re using to interact with the brand or business online — are changing rapidly,” says Commerce. js co-founder Andrew Underwood.

“The benefit of having a headless strategy that prioritizes APIs is that you don’t have to keep up with front-end technology.”

First-party data is becoming a priority for online sellers

For years, direct-to-consumer brands have used personalized advertising to reach potential consumers. These ads were supported by data sold to third parties, collected by companies like Apple, Google or Amazon.

Recent changes in these policies — such as the one announced by Apple, which requires apps to ask permission to track their customers, or Google, which will eliminate third-party cookies in Chrome in 2023 — have damaged the ability of brands to design personalized ads with analytics tools like Facebook pixels.
These changes translate into an obligation for companies to reevaluate how they collect information from their users, and some of them are doing it in creative ways, such as asking their customers to express their preferences in contests on their website.

Other companies, however, are completely rethinking their stance on affiliate marketing.

“Brands are in dire need of working with platforms that have, or have access to, first-hand data,” says Raj Nijjer, head of marketing at influencer and affiliate marketing platform Refersion.

Once they have information about what their customers want, they can get in touch with them and communicate more effectively. Automation and artificial intelligence can help brands achieve this level of personalization.
“E-brands need to collect their own data to analyze it, better understand their customers and offer them more personalized communications that drown out the noise caused by the proliferation ofonline sales channels,” says John Harmon, a senior analyst at Coresight Research.

Online reselling is evolving

As more and more customers show an interest in buying second-hand, especially in the fashion world, more brands have decided that providing a resale option for their users is a must.
To do this, they are targeting established reselling companies that can help them build their own services.

Harmon points to the “emergence of reselling platforms as a service, such as ThredUP and Trove” as a recent trend in e-commerce.

Building a reselling platform from scratch can be an expensive and complex task for brands to achieve. Trove CEO Andy Ruben has told Glossy that it could cost up to €42 million for a brand to create an internal reselling program.

For this reason, Levi’s, Lululemon or Patagonia have partnered with Trove to do resales. The Madewell company has also recently launched a partnership with ThredUp to launch a new jean resale website called Madewell Forever.

Chris Ventry, a former Gilt Groupe executive and vice president of SSA & Company, notes that sellers are opening up to RFID technology to reduce counterfeiting in resale spaces.
RFID technology uses radio frequencies to store and track data about individual products.

“This technology will expand beyond allowing customers to feel comfortable with the authenticity of their used Gucci bag. The technology will expand to tell a story about the product,” Ventry says.

“Why not have information on the previous owners? This bag was given to me on my first anniversary or, I wore this bag with a vintage Dior dress at the amfAR gala in 2018.”

Loyalty and rewards programs are more important than ever

Although it’s easier than ever to launch an online business, distinguishing yourself from the competition has become a bigger challenge, especially for new brands.

At the same time, changes made by the tech titans make it nearly insolvable for direct- to- consumer brands to calculate on platforms like Facebook and Instagram to reach new guests. For that reason, assiduity spectators argue that direct- to- consumer brands should concentrate their attention on erecting a lasting, pious relationship with their guests, rather than on acquiring new guests.

” Now further than ever, you have all this data to collect,” says Daniel Binder, a mate at Columbus Consulting.” You are working veritably nearly with your guests, getting their feedback, looking at their buying plans, and casting a unique offer that is largely substantiated. fidelity does not mean erecting a traditional program with gratuities like free shipping and the occasion to earn points. Brands can also turn to startups like Lolli, which gives druggies free bitcoins for online purchases.

Text communication marketing platforms like Klaviyo also allow marketers to engage with their druggies in lesser depth, thanks to mobile phones. Brands can also try to produce exclusive products for their most pious guests. ” Locking in at home broke the relationship between guests and physical stores, and renewed their relationship in the online world, exposing druggies to a lesser number of channels to buy,” said Harmon, of Coresight Research. ” Managing fidelity is the way to keep your guests’ attention in your own store, making it dissociate from the rest.”

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