9 Digital Marketing Trends in E-commerce Industry

In the last few years, the e-commerce industry has evolved a lot. What started as an idea to let customers shop with the click of a button saved lives and created jobs during the pandemic. The sector posted strong growth in recent times. As per a report, the global e-commerce market will touch USD 16,215.6 billion by 2027.

But along with the sector, a lot of things evolved. New technological innovations have transformed the way people search for products and make payments. Consumer habits have also changed, and it’s hard to predict what may work in the future and what may not. In this scenario, many e-commerce players are studying the emerging trends in the sector and leveraging technology to stay ahead of the competition.


Here are nine key digital marketing trends that have the potential to transform the industry.

  1. Use of voice search for browsing and shopping

After the mass production and launch of voice assistants, voice search is steadily replacing type search. From looking for a product to buying it, customers are using voice assistants for online shopping. There is even an exclusive term for it—voice commerce. As per a Juniper Research study, voice commerce would surpass USD80 billion per year by 2023. E-commerce businesses must optimize their websites for voice search as well as add voice functions to help customers navigate through the website easily. Taking the help of e-commerce SEO services can help you optimize your site for voice search.

  1. Popularity of mobile devices

More and more people are using their mobile devices for online shopping. There are good reasons for it. There are more smartphone users than PC users. E-commerce apps are more user-friendly and easy to navigate than websites (which’s why about 85 percent of internet users prefer apps to sites). Mobile devices enable users to browse and search on the go. As per a statistic, worldwide online sales from mobile devices will account for 53.9 percent of total e-commerce sales by 2021. And the number is going to rise in the coming years. E-commerce businesses need to make their apps as user-friendly as possible and optimize their sites for mobile devices.

  1. Growing popularity of digital wallets

As mobile shopping is gaining more popularity, digital wallets are becoming one of the most preferred payment options in the e-commerce sector. As per Statista, 901 million people all over the world used digital wallets in 2019. The number is likely to rise to nearly 1.5 billion in 2021. Many customers prefer it to other modes of payment for its security aspects and ease of use. E-commerce companies must have the option to pay via digital wallets.

  1. Multichannel selling 

Multichannel selling is the process of marketing your products on more than one sales channel, which may include:

  • Bricks and mortar stores
  • Company website
  • E-commerce websites and apps
  • Social media marketplaces
  • and others

The trend of selling via multiple channels is rising among e-commerce companies. This enables an e-commerce business to reach a larger group of customers. Also, multichannel customers spend more than single-channel ones. The trend of selling via multiple channels is rising among e-commerce companies. The Insider Intelligence’s 2021 Retail Forecast projects multichannel sales to increase from 40.3 percent of total e-commerce sales in 2019 to 46 percent by 2023.

  1. The influence of social media

The leading social media platforms have more than three billion active users, and the number is increasing steadily. Many of them would like to buy products and services using the platforms. Over the years, many social networks have customized their platforms to enable e-commerce companies to conduct business. In October 2016, Facebook introduced the Facebook marketplace. Two years later, it launched the WhatsApp Business app and WhatsApp Business API. Other platforms such as Twitter and LinkedIn provide e-commerce businesses with enormous opportunities. Many use the platforms to advertise and run marketing campaigns that eventually drive traffic to their websites and boost conversions. A professional e-commerce SEO company can also help businesses to have a strong social media presence and run effective campaigns.

  1. The use of AI

As per technology research firm Gartner, Artificial intelligence (AI) would be handling over 80 percent of customer interaction in the e-commerce sector. A 2020 survey found that 70 percent of top executives in the e-commerce sector believe that AI would assist their businesses with personalization by 2021. AI indeed boosts customers’ shopping experience, and many successful e-commerce businesses are using it effectively. In the coming years, more e-commerce players will use the technology to enhance user experience and the customer experience in the coming years. They can send personal recommendations to website visitors and customers based on their browsing history, interests, and online behavior.

  1. The use of Machine Learning

Several e-commerce businesses are leveraging machine learning to detect new trends and demands and learn from new information. The technology also helps in dynamic pricing and enables companies to customize their products and offerings. Machine learning helps e-commerce businesses in:

  • Providing recommendations
  • Enhancing search and display
  • Detecting fraud and protecting businesses and customers
  • Preventing retracted purchases and payments
  1. Rising popularity of SMS marketing

An average person has more unread emails compared to the number of unopened text messages. As per the latest data, SMS has an open rate of about 98 percent, while it is nearly 20 percent for emails. For this reason, many e-commerce businesses are using SMS marketing campaigns and are joining hands with professional e-commerce SEO services and digital marketing companies to help them send bulk SMS.

  1. Increase in subscription models

A subscription-based product or service enables businesses to receive recurring monthly, or yearly income, and customers can try new and different items. Many e-commerce businesses are using this model to provide their offerings, including everything from books and magazines to fruits and vegetables. Many service providers also provide subscription-based services such as movie rentals, laundry cleaning services, car wash, and more. As per Zuora, the subscription economy has increased more than 435 percent in nine years and is on an upward trajectory.


The e-commerce sector is rapidly evolving, and businesses face the challenge to keep up with the changes. But studying the emerging trends, including digital marketing trends, will give retailers insights into the industry and the necessary tools to remain ahead of the curve.