The Future Trends of Omnichannel Ecommerce


Navigating the Next Wave of Omnichannel Ecommerce

Buckle up, because the future of omnichannel ecommerce is not just knocking on our doors — it’s bursting in with a whirlwind of innovation! Gone are the days when a simple online store and in-person shop would suffice. Today’s consumers crave personalization, tailored to their every whim and fancy. They’re speaking up (literally) with voice commerce, immersing themselves in augmented reality shopping escapades, and scrolling through social media to snag that next best buy. And amidst this high-tech spree, there’s a heartbeat of sustainability, reminding us that the future is as much about mindful shopping as it is about modernity.  

Ready to deep-dive into the trends shaping tomorrow’s retail? Let’s get started! 

Personalization and Customer-Centric Approach: The New Retail Norm

In today’s competitive retail landscape, a one-size-fits-all approach no longer cuts it. Consumers are not just looking for products — they’re seeking experiences, moments that feel bespoke. By grasping their preferences and behaviors across varied channels and thanks to data analytics and AI, businesses are now equipped to serve not just any experience, but the right experience.

When ASOS, for instance, began using machine learning to curate personal shopping recommendations, they didn’t just witness a spike in sales; they crafted a narrative where every user felt seen and understood.

But personalization isn’t merely about showcasing products a consumer might like; it’s about understanding why they’d like them. By capturing and analyzing customer behavior across various channels — from the products they linger on to the reviews they pen — businesses can uncover patterns, habits, and preferences. For instance, Netflix’s recommendation engine stands as a testament to this, decoding viewer preferences from their watch history and serving content that’s right up their alley.

Let’s break down what this looks like in tangible terms: 

  • Interactive Quizzes: Brands like Warby Parker have used simple online quizzes to recommend eyeglasses styles to customers, turning a typically mundane selection process into an engaging journey. 
  • Feedback Loops: After purchasing a product on sites like Sephora or Amazon, customers are often prompted to rate and review their buys. This feedback isn’t just valuable for other customers—it provides businesses with a goldmine of information on preferences and pain points. 
  • Geo-targeted Promotions: Leveraging location data, businesses can send personalized offers to users’ smartphones when they are in proximity to a store or a restaurant, making promotions timely and relevant.

Seamless Cross-Channel Integration

We live in an era of instant gratification. Consumers want real-time responses, whether they’re tracking a delivery or checking in-store availability. And this demand extends to their shopping experiences. Imagine the frustration of a customer who sees an item in stock online, only to visit the physical store and find it unavailable. This is where real-time synchronization of inventory and customer data comes into play. Leading brands like Zara have aced this. Their rapid inventory turnover and real-time stock updates ensure that what customers see online aligns perfectly with in-store availability.

While the customer sees a single, seamless interface, the magic unfolds behind the scenes. This magic? Robust backend systems and cloud-based platforms. Take, for instance, Walmart’s Global Technology Platform, which powers its online sales and integrates inventory from suppliers worldwide. Such systems ensure not just consistency but also the flexibility to scale as per demand.

Transitioning from an Instagram ad to a brand’s website, then to its mobile app, and finally to its physical store should feel like a single, uninterrupted narrative. Apple provides a masterclass in this. If you’ve ever browsed a product on their website, only to receive assistance in-store based on your online browsing history, you’ve witnessed seamless cross-channel integration firsthand.

Voice Commerce and AI Assistants: The Dawn of the Smart Speaker Era

Have you ever asked Alexa to reorder your favorite shampoo, or inquired about the best wireless headphones with Google Assistant? If so, you’re among the growing legion of consumers using smart speakers and virtual assistants for shopping. As per a report from NPR and Edison Research, nearly a quarter of U.S. adults own a smart speaker. Brands like Amazon and Google are driving this trend, making it easier for consumers to integrate shopping into their daily routines.

Step aside, traditional product searches! AI-powered voice assistants are adding a new layer to product browsing and purchase decisions. Whether you’re seeking a cozy sweater in a specific shade or hunting for vegan dinner recipes, these voice-activated helpers are becoming incredibly adept. “Hey Siri, find me a blue summer dress under $50,” and get precisely tailored results in seconds. Platforms like Alibaba’s Tmall Genie are ahead in this curve, allowing users to make seamless purchases using just their voice.

While voice commerce presents an exciting frontier, it demands a new playbook for businesses. Traditional keyword search strategies might not cut it anymore. Instead, ecommerce platforms need to think in terms of natural language processing and conversational AI. Consider the difference between typing “best noise-cancelling headphones 2023” and asking, “Which are the top noise-cancelling headphones this year?” Brands that successfully optimize for voice search and integrate these nuances into their platforms will have a distinct edge.

Augmented Reality (AR) and Virtual Reality (VR) Shopping

Step into the future, where trying on a new pair of shoes or envisioning how a sofa fits into your living room no longer requires physical presence. Augmented Reality (AR) and Virtual Reality (VR) are erasing the boundaries of traditional shopping, offering customers interactive and immersive experiences that traditional online shopping couldn’t provide.

Have you ever been apprehensive about ordering clothes online, wondering how they’d look on you? Enter AR-powered virtual try-ons. Brands like Warby Parker, with their “Virtual Try-On” feature, allow users to see how different eyeglass frames fit their face, all through the magic of AR. Beyond fashion, AR tools also enhance home decor shopping. IKEA’s “Place” app lets users visualize how a piece of furniture fits and looks in their space before making a purchase.

One of the ecommerce challenges has always been the disconnect between seeing a product online and experiencing it in real life, leading to potential mismatches in expectations and reality. This often results in returns, which can be costly for businesses. With AR and VR, customers can interact and engage with products more deeply. For instance, Converse’s “Shoe Sampler” app uses AR to allow users to virtually try on any shoe from their catalog on their feet. Such immersive experiences not only enhance the fun of shopping but also provide a clearer understanding of products, reducing the likelihood of returns. 

Eco-Friendly and Sustainable Practices: Green in the new Gold

There’s a shift happening in the digital shopping landscape – a move towards mindful purchasing. Today’s consumers aren’t just looking for products; they’re seeking responsible brands that align with their values. It’s no longer just about what you sell, but how you produce, package, and deliver it.

Let’s talk about that beloved morning cup of coffee. Companies like Pact Coffee differentiate themselves by ensuring every bean is ethically sourced, highlighting farmer partnerships and guaranteeing fair wages. By sharing the story behind every product, businesses not only create transparency but also foster trust with their customers.

Unboxing experiences have become a viral phenomenon. But amid the excitement lies a growing demand for green packaging. Think of companies like Ecosia, which ship products in compostable or recyclable materials.

Fast shipping is fantastic, but what’s its environmental footprint? Brands are becoming increasingly conscious of their carbon emissions. Companies like Allbirds don’t just offer comfortable shoes; they commit to carbon-neutral practices, offsetting emissions by investing in eco-friendly projects.

For consumers, it’s a win-win: they get their products and a cleaner conscience.

Crafting Tomorrow's Ecommerce Landscape

The future of omnichannel ecommerce is not just about leveraging the latest technology. From personalization to sustainability, each trend signifies a step towards a more interconnected and responsible retail world. But charting the path forward doesn’t have to be a solo journey. At SIA, we’re poised to guide and collaborate with businesses ready to embrace this new era. Together, let’s craft an ecommerce future that resonates, innovates, and sustains. Reach out to SIA, and let’s shape the future together.

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