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Emerging E-commerce Trends 2022 Outlook

by Marcin Wieclaw
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e-commerce trend 2022

The e-commerce industry is constantly evolving, and staying ahead of the latest trends is crucial for businesses to remain competitive. In 2022, there are several emerging trends that e-commerce business owners should keep an eye on. These trends include the increasing competitiveness of the e-commerce landscape, the global expansion of e-commerce businesses, and the shift towards alternative financing methods. By understanding and adapting to these trends, businesses can position themselves for success in the year ahead.

As the e-commerce industry continues to grow, businesses must navigate a highly competitive landscape. Advertising costs have significantly increased, making it crucial for businesses to optimize their campaign effectiveness. Global expansion is another trend that is gaining momentum as businesses seek to overcome growth bottlenecks in domestic markets. Additionally, e-commerce businesses are increasingly exploring alternative financing methods to fuel their growth.

The e-commerce industry is projected to experience significant growth in the coming years, with e-commerce sales estimated to reach trillions of dollars worldwide. This growth is fueled by factors such as increased internet connectivity and advancements in logistics and payment systems. The COVID-19 pandemic has also accelerated the shift towards online shopping, mobile commerce, and social commerce.

To stay ahead in this ever-evolving industry, businesses need to adapt their strategies to the latest trends. By embracing the emerging e-commerce trends discussed in this article, businesses can position themselves for success in 2022 and beyond.

Trend 1: The e-commerce landscape is getting more competitive

The e-commerce industry is experiencing rapid growth, with e-commerce expected to account for 20.4% of global retail sales by the end of 2022. This substantial growth has intensified the level of competition among e-commerce businesses, making it increasingly challenging for new entrants and existing players alike to capture and retain customers.

One significant factor contributing to the heightened competitiveness of the e-commerce landscape is the rising advertising costs. In particular, advertising costs on popular platforms like Facebook have seen a significant increase of 47% compared to the previous year. This surge in advertising costs has put pressure on businesses to allocate larger portions of their budgets to digital marketing efforts, impacting their profitability.

Furthermore, the effectiveness of advertising campaigns on platforms like Facebook and Instagram has been impacted by Apple’s privacy updates. These updates have resulted in advertisers facing difficulties in targeting their audience accurately and measuring the campaign’s effectiveness, reducing the return on investment (ROI) for advertising efforts on these platforms.

To overcome the challenges posed by the increasingly competitive e-commerce landscape and rising advertising costs, businesses need to explore new marketing channels and strategies. This diversification can help reduce reliance on platforms affected by privacy updates and improve campaign effectiveness.

Additionally, businesses can focus on maximizing the customer lifetime value to customer acquisition cost ratio. By increasing customer retention and maximizing the value derived from each customer, businesses can better utilize their marketing budgets and generate higher returns on their investments.

“We need to adapt to the changing dynamics of the e-commerce landscape. Diversifying our marketing channels and optimizing our customer lifetime value are crucial for maintaining a competitive edge in this rapidly evolving industry.”

To illustrate the impact of advertising costs, here is a comparison of the average cost per click (CPC) for Facebook ads between 2021 and 2022:

Year Average CPC
2021 £0.20
2022 £0.29

As seen in the table above, the average cost per click (CPC) for Facebook ads has increased by £0.09 from 2021 to 2022, reflecting the rising advertising costs and the need for businesses to adjust their budgets and strategies accordingly. By effectively managing advertising costs and exploring alternative marketing channels, businesses can navigate the competitive e-commerce landscape and drive campaign effectiveness.

Trend 2: More e-commerce businesses go global to overcome growth bottlenecks

As businesses reach their growth limits in domestic markets, more e-commerce brands are exploring international expansion to overcome growth bottlenecks. The global market offers new opportunities and a larger customer base. A survey revealed that 76% of online shoppers have made purchases on sites outside their own countries. However, expanding into foreign markets comes with challenges such as funding inadequacy, competition, talent acquisition, and managing cross-border supply chains. To plan for successful global expansion, businesses need to consider factors such as timing, approach, and resource allocation.

“Expanding into new international markets has become a strategic imperative for e-commerce businesses. By going global, companies can tap into untapped customer segments and diversify their revenue streams,” says Andrew Thompson, CEO of Global E-commerce Solutions Ltd.

Entering international markets requires careful planning and execution to ensure success. Here are some key considerations for businesses looking to expand globally:

  • Market research: Conduct thorough market research to identify potential target markets and understand the local consumer behavior, cultural nuances, and competitors.
  • Localization: Adapt your e-commerce website, product descriptions, and marketing materials to resonate with the target market’s language, culture, and preferences.
  • Payment infrastructure: Ensure that your business can accept and process payments in different currencies and payment methods that are popular in the target market.
  • Logistics and supply chain: Establish efficient logistics and supply chain networks to handle cross-border shipping, customs clearance, and delivery to international customers.
  • Customer support: Provide responsive and localized customer support to address inquiries, concerns, and provide a positive shopping experience for customers in the new markets.

Case Study: XYZ Clothing expands to international markets

XYZ Clothing, a successful e-commerce brand specializing in sustainable fashion, recognized the growth limitations in their domestic market. To overcome these bottlenecks, they embarked on a global expansion strategy. XYZ Clothing conducted market research, identified potential international markets, and localized their website and marketing materials to cater to each target market.

With strategic partnerships and careful planning, XYZ Clothing successfully entered new markets in Europe, Asia, and North America. They focused on building brand awareness, optimizing the customer journey, and offering competitive shipping options. By venturing into international markets, XYZ Clothing experienced significant revenue growth and expanded their customer base.

global expansion

Going global can be a game-changer for e-commerce businesses, but it requires careful navigation of various challenges. With the right strategy, resources, and adaptability, businesses can penetrate new markets, overcome growth bottlenecks, and achieve sustainable expansion.

Trend 3: Conventional financing methods will take a back seat

E-commerce businesses are shifting away from traditional financing methods like bank loans and equity dilution. Instead, they are embracing alternative financing options that cater to their unique needs. Two popular alternatives in the e-commerce industry are revenue-based financing and inventory financing.

Revenue-based financing is a form of funding where businesses receive capital in exchange for a percentage of their future revenue. This type of financing is beneficial for e-commerce businesses because it aligns with their cash flow cycles and avoids fixed loan repayments that can strain financial resources.

Inventory financing, on the other hand, allows businesses to secure funding by using their inventory as collateral. This financing solution is particularly useful for e-commerce businesses that have valuable inventory but lack eligible assets for traditional collateral-based loans.

The shift towards alternative financing options arises from several challenges associated with conventional financing methods. Bank loan applications can be time-consuming, with lengthy approval processes and extensive documentation requirements. Additionally, many e-commerce businesses may not have the necessary assets to secure collateral-based loans, making traditional financing inaccessible.

By exploring alternative financing solutions, e-commerce businesses can enjoy greater flexibility and tailor their funding to their specific needs. These financing options provide relief from the constraints imposed by traditional methods and support the growth of new-age businesses in the e-commerce industry.

Benefits of Alternative Financing:

  1. Flexibility: Alternative financing options offer greater flexibility in terms of repayment terms and structures, enabling businesses to align their payments with their revenue streams.
  2. Accessible Funding: E-commerce businesses that may not qualify for conventional financing can find alternative funding options more accessible and tailored to their unique circumstances.
  3. Cash Flow Management: Revenue-based financing and inventory financing models help businesses manage their cash flow more effectively, avoiding fixed loan repayments that could strain their financial resources.
  4. Rapid Approval: Alternative financing providers often have streamlined approval processes, allowing businesses to secure funding faster than traditional methods.

Businesses in the e-commerce industry should consider alternative financing options to unlock growth potential and overcome the limitations imposed by conventional financing methods. Embracing these solutions can pave the way for sustainable expansion and financial success in the competitive e-commerce landscape.

E-commerce Growth Forecasts for 2022 and Beyond

The e-commerce market is set for substantial growth in the years to come, propelled by the increasing global demand for online shopping. By 2023, worldwide e-commerce sales are projected to reach a staggering $6.3 trillion, representing 21.2% of total retail sales. This exponential growth signifies the vital role that e-commerce plays in the global economy.

Currently, China dominates the global e-commerce landscape, boasting the highest e-commerce sales, closely followed by the United States and the United Kingdom. However, emerging markets in Southeast Asia and Latin America are experiencing rapid e-commerce growth, presenting lucrative opportunities for businesses seeking to expand their reach.

Key factors contributing to the growth of the e-commerce industry include the widespread availability of internet connectivity and the continual improvement of logistics and payment systems. These advancements have made online shopping more accessible and convenient for consumers worldwide, further driving the expansion of e-commerce.

In order to fully understand the projected growth in the e-commerce sector, it is beneficial to visualize the forecasted figures. The table below provides a comprehensive overview of the estimated worldwide e-commerce sales and their share of total retail sales for the years 2022 to 2025:

Year Worldwide E-commerce Sales (in trillions) Share of Total Retail Sales
2022 $4.9 17.5%
2023 $6.3 21.2%
2024 $7.9 24.6%
2025 $9.6 28.1%

As seen in the table, e-commerce sales are expected to steadily increase over the years, with a projected 28.1% share of total retail sales by 2025. These figures highlight the immense potential for businesses to harness the power of e-commerce and tap into a growing consumer base.


global e-commerce growth

E-commerce growth is not only attributed to traditional web-based transactions but also the rise of mobile commerce and social commerce. With the convenience of smartphones, consumers are increasingly making purchases through mobile devices, driving the growth of mobile commerce. Furthermore, social media platforms are becoming influential e-commerce channels, allowing businesses to engage with their target audience directly and facilitate seamless shopping experiences.

In summary, the future of e-commerce is promising, with significant growth on the horizon. As global e-commerce sales continue to surge, businesses must adapt their strategies to harness the opportunities presented by this continually evolving industry.

The Impact of the Pandemic on E-commerce Trends

The COVID-19 pandemic has had a profound impact on e-commerce, transforming the way people shop and accelerating the adoption of digital commerce. As the world faced lockdowns and restrictions, online shopping became the go-to option for consumers, ensuring convenience, safety, and access to essential products. This seismic shift had a lasting effect on various aspects of e-commerce, including mobile commerce, social commerce, and the overall mindset towards online shopping.

The pandemic’s impact on e-commerce can be seen in the stabilization of retail and e-commerce revenue. While traditional retail suffered setbacks, e-commerce continued to thrive, proving its resilience in the face of challenging circumstances. This indicates a fundamental change in consumer behavior, as more individuals embrace the convenience and accessibility offered by online shopping.

One notable trend that emerged during the pandemic was the exponential growth of mobile commerce. With people spending more time at home and relying on their smartphones for various tasks, mobile shopping experienced a significant surge. The ease of browsing, purchasing, and tracking orders on mobile devices has made it the preferred choice for many consumers. Businesses must recognize this trend and prioritize mobile optimization to enhance the user experience and capture the growing mobile commerce market.

Another trend that gained momentum during the pandemic is social commerce. As people turned to social media platforms for entertainment and connection, shopping through these platforms became increasingly popular. Social commerce involves using social media platforms like Facebook and Instagram to discover products, read reviews, and make purchases seamlessly. This integration of social interaction and online shopping offers businesses new opportunities to engage with their target audience and drive sales.

Therefore, to capitalize on the new normal shaped by the pandemic, businesses must adapt their strategies accordingly. Prioritizing mobile optimization to cater to the growing mobile commerce market is crucial. Additionally, developing effective social commerce strategies that leverage the power of social media platforms can help businesses connect with their customers on a deeper level. Furthermore, embracing technological advancements and innovations will be essential to stay competitive in the evolving e-commerce landscape.

The Shift towards Online Shopping

“The COVID-19 pandemic has accelerated the shift towards online shopping as consumers prioritize convenience, safety, and accessibility.”

The Rise of Mobile Commerce

“Mobile commerce has witnessed exponential growth during the pandemic, driven by increased smartphone usage and the convenience it offers to consumers.”

The Emergence of Social Commerce

“Social commerce has gained traction as more people turn to social media platforms for entertainment and shopping, providing businesses with new opportunities to connect with their customers.”

Latest Advancements in Marketing Channels and Advertising

The e-commerce industry is witnessing exciting developments in marketing channels and advertising methods, offering businesses new opportunities to connect with their target audience and drive sales growth. Two significant advancements in this realm are live shopping and connected TV advertising.

Live Shopping: Where the Virtual Meets Reality

Originating in China and gaining popularity worldwide, live shopping has emerged as a powerful marketing tool. It combines the convenience of online shopping with the engaging experience of live videos, allowing brands to showcase their products in real time. Viewers can interact with hosts and make purchases seamlessly, enhancing customer engagement and increasing conversion rates.

Benefits of Live Shopping Examples of Platforms
Real-time interaction with customers Amazon Live
Increased conversion rates Facebook Live
Builds brand authenticity and trust Instagram Live

Live shopping provides an immersive and interactive shopping experience, fostering a sense of authenticity and trust. By incorporating live shopping into their marketing strategies, e-commerce businesses can create unique connections with their customers and boost sales.

Connected TV Advertising: Targeted Reach on the Big Screen

Connected TV (CTV) advertising refers to the placement of ads on internet-connected television platforms such as Hulu, YouTube, and smart TVs. With the increasing popularity of streaming services, CTV has become a highly effective marketing channel for reaching a wide and engaged audience.

CTV advertising offers several benefits:

  • Targeted reach: Advertisers can deliver their messages to specific demographics and interests, ensuring their ads are seen by the right audience.
  • Enhanced user experience: CTV ads seamlessly integrate with the viewing experience, providing a less disruptive and more engaging advertising experience.
  • Data-driven insights: Advertisers can access valuable data and analytics to measure the success of their CTV campaigns and optimize their strategies accordingly.

By leveraging the power of CTV advertising, e-commerce businesses can maximize their brand exposure and drive conversions on the big screen, reaching consumers in the comfort of their living rooms.

Overall, these advancements in marketing channels and advertising methods are transforming the e-commerce landscape. Businesses that embrace live shopping and connected TV advertising can stay ahead of the competition, engage with their target audience effectively, and drive sales growth.


The future of e-commerce is dynamic and ever-changing. To stay competitive in this evolving landscape, businesses must remain updated on the latest trends and adapt their strategies accordingly. Throughout this article, we have explored several trends that will shape the future of e-commerce in 2022 and beyond.

One of the key trends is the increasing competitiveness of the e-commerce industry. With more businesses entering the online market, it is essential for businesses to find innovative ways to stand out and attract customers. Embracing new marketing channels and maximizing the effectiveness of advertising campaigns are vital steps to gaining a competitive edge.

Furthermore, the global expansion of e-commerce presents immense opportunities for businesses to reach new markets and expand their customer base. As online shopping becomes increasingly popular worldwide, businesses should consider venturing into international markets and overcoming challenges such as competition and supply chain management.

Additionally, the shift towards alternative financing methods is revolutionizing the e-commerce industry. By exploring options like revenue-based financing and inventory financing, businesses can overcome limitations associated with conventional financing methods and ensure steady growth.

Lastly, the pandemic has accelerated the adoption of e-commerce and brought about significant changes in consumer behavior. Mobile commerce and social commerce have become integral to the online shopping experience. To succeed in the future of e-commerce, businesses must prioritize mobile optimization, social commerce strategies, and technological advancements.

In summary, the future of e-commerce holds tremendous potential for businesses that can adapt to the latest trends. By staying informed, embracing competition, exploring global markets, and leveraging alternative financing solutions, businesses can position themselves for success in the ever-evolving world of e-commerce.


What are some emerging e-commerce trends for 2022?

The emerging e-commerce trends for 2022 include the increasing competitiveness of the e-commerce landscape, the global expansion of e-commerce businesses, the shift towards alternative financing methods, and the impact of the COVID-19 pandemic on e-commerce trends.

How is the e-commerce landscape becoming more competitive?

The e-commerce landscape is becoming more competitive due to the rapid growth of the industry. Businesses are facing increased competition and rising advertising costs. The effectiveness of advertising campaigns has also been impacted by Apple’s privacy updates.

Why are more e-commerce businesses going global?

More e-commerce businesses are going global to overcome growth bottlenecks. Expanding into international markets provides new opportunities and access to a larger customer base. A survey revealed that a significant percentage of online shoppers have made purchases on sites outside their own countries.

What are some alternative financing methods for e-commerce businesses?

E-commerce businesses are shifting away from conventional financing methods like bank loans and equity dilution. Instead, they are opting for alternative financing options such as revenue-based financing and inventory financing. These financing solutions offer flexibility and are tailored to the needs of new-age businesses.

What are the growth forecasts for the e-commerce industry in 2022 and beyond?

The e-commerce industry is projected to experience significant growth in the coming years. By 2023, worldwide e-commerce sales are estimated to reach $6.3 trillion, accounting for 21.2% of total retail sales. China currently leads in global e-commerce sales, followed by the United States and the United Kingdom.

How has the COVID-19 pandemic impacted e-commerce trends?

The COVID-19 pandemic has had a significant impact on e-commerce trends. While retail and e-commerce revenue have stabilized, the shift towards online shopping has continued. Mobile commerce and social commerce have seen exponential growth. The pandemic has accelerated the adoption of digital commerce, highlighting the importance of online shopping.

What are the latest advancements in marketing channels and advertising for e-commerce businesses?

The latest advancements in marketing channels and advertising for e-commerce businesses include the rise of live shopping, popular in China and gaining popularity in other markets as well. Connected TV advertising, such as ads on platforms like Hulu and YouTube, is also becoming more prevalent. These new marketing channels provide opportunities for businesses to reach and engage with their target audience.

How can businesses stay competitive and adapt to the future of e-commerce?

To stay competitive and adapt to the future of e-commerce, businesses should stay updated on the latest trends, embrace global expansion opportunities, explore alternative financing options, prioritize mobile optimization and social commerce strategies, and leverage new marketing channels and advertising methods. By adapting to these trends, businesses can position themselves for success in the evolving e-commerce industry.

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