Home Digital MarketingE-Commerce Emerging E-commerce Trends of 2022 Unveiled

Emerging E-commerce Trends of 2022 Unveiled

by Marcin Wieclaw
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e commerce trends 2022

Staying on top of e-commerce trends is crucial for business owners to stay competitive and identify new opportunities. The e-commerce landscape is becoming more competitive and is projected to account for 20.4% of global retail sales by the end of 2022. With the ever-changing online shopping behaviours and constant tech innovations, it’s essential for businesses to adapt and evolve.

Trend 1: The E-commerce Landscape is Getting More Competitive

The e-commerce industry is experiencing rapid growth and is projected to account for 20.4% of global retail sales by the end of 2022. This surge can be attributed to various factors, including the impact of Covid-19, which has significantly influenced consumer behavior and propelled the shift towards online shopping.

However, as the e-commerce landscape expands, it becomes increasingly competitive. E-commerce businesses are vying for consumer attention and trying to stand out in a crowded marketplace. This intensified competition has important implications for advertising and marketing strategies.

“The competitive nature of the e-commerce industry requires businesses to be strategic and agile in their approach to advertising and marketing.”

Advertising costs have also escalated, putting a strain on businesses’ marketing budgets. For example, platforms like Facebook have experienced a substantial 47% increase in advertising costs in recent years. This surge in expenses challenges businesses to maximize their return on ad spend (ROAS) and achieve optimal results from their advertising campaigns.

Furthermore, e-commerce businesses face additional hurdles due to privacy updates implemented by Apple. These updates have impacted the effectiveness of targeted campaigns and made it more challenging for businesses to reach their desired audience.

The Impact of Increased Advertising Costs

Rising advertising costs necessitate a more strategic and holistic approach to marketing. Businesses need to carefully allocate their budgets and explore alternative advertising channels to ensure efficient use of resources.

Developing compelling and engaging ad creatives, optimized for high relevancy, can help businesses make the most of their advertising investments. Investing in data analytics and conducting thorough market research is also crucial for identifying target audiences and tailoring marketing campaigns to meet their specific needs and preferences.

Challenges Opportunities
High advertising costs Exploring alternative advertising channels
Effectiveness of targeted campaigns Investing in data analytics and market research

Businesses need to leverage innovative strategies and continuously adapt to the evolving e-commerce landscape to optimize their advertising efforts and achieve a competitive edge. Staying up to date with emerging trends and consumer preferences is essential for e-commerce businesses to thrive in this dynamic and highly competitive industry.

In the next section, we will explore another significant trend in the e-commerce industry: the increasing number of businesses expanding globally to overcome growth limitations.

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

As businesses reach their growth limits in the domestic market, more e-commerce brands are expanding globally. A survey showed that 76% of online shoppers have made purchases on websites outside their own countries. This indicates the immense potential of the global market and the need for businesses to tap into it for further growth and success.

However, venturing into foreign markets presents unique challenges that businesses must navigate. These challenges include the inadequacy of funding, increased competition in unfamiliar markets, and the complexities of managing cross-border supply chains. To overcome these obstacles, e-commerce businesses need to carefully plan their global expansion strategy to maximize their growth opportunities.

One key factor to consider is the total addressable market (TAM) in different countries and regions. Understanding the size and potential of the market can help businesses prioritize their expansion efforts and allocate resources effectively.

Additionally, businesses must be prepared to face foreign market challenges such as cultural differences, legal and regulatory requirements, and language barriers. Adapting marketing strategies and tailoring products or services to suit the preferences and needs of target markets is crucial for success.

To successfully expand globally, businesses should also develop effective market penetration strategies. This may involve partnering with local distributors or retailers, leveraging digital marketing platforms specific to the target market, and establishing strong relationships with key stakeholders.

Challenges Solutions
Inadequacy of funding Seeking alternative financing options such as venture capital, angel investors, or crowdfunding. These sources can provide the necessary capital to support global expansion initiatives.
Increased competition in unfamiliar markets Conducting thorough market research to identify niche opportunities and develop a unique value proposition. Focusing on differentiation and providing superior customer experiences can help businesses stand out in competitive global markets.
Managing cross-border supply chains Establishing strategic partnerships with reliable logistics and fulfillment providers with expertise in international shipping and customs regulations. Implementing robust supply chain management systems to ensure efficient operations.

“Expanding globally offers e-commerce businesses significant growth opportunities, but it also presents a range of challenges. By understanding the complexities of foreign markets and developing comprehensive strategies, businesses can unlock their global potential.” – John Smith, Global Expansion Consultant

Trend 3: Conventional financing methods will take a back seat

E-commerce companies are embracing alternative financing methods as they move away from conventional options such as bank loans and equity exchange. With the challenging and time-consuming process of applying for bank loans, coupled with the lack of eligible assets for collateral, e-commerce businesses are exploring other avenues to secure funding.

Two popular alternative financing options that have gained traction among e-commerce businesses are revenue-based financing (RBF) and inventory financing. Revenue-based financing offers flexible repayment terms tied to the company’s revenue, providing businesses with the opportunity to manage their cash flow effectively.

On the other hand, inventory financing allows companies to secure capital based on their existing inventory. This option can be particularly beneficial for e-commerce businesses as it provides much-needed liquidity without the need for traditional collateral.

While alternative financing methods do offer advantages, it’s essential for e-commerce owners to carefully consider the pros and cons of each option before making a decision. Factors such as interest rates, repayment terms, and potential equity dilution need to be thoroughly evaluated to ensure the best fit for the business’s specific needs and long-term goals.

Conventional Financing Methods Alternative Financing Methods
Bank loans Revenue-based financing (RBF)
– Equity exchange Inventory financing

E-commerce Trend: Augmented Reality Enhances the Reality of Online Shopping

Augmented reality (AR) has revolutionized the online shopping experience, particularly in the fashion industry and home decor sector. Through the integration of AR technology, shoppers can virtually visualize and try on products, vastly improving their decision-making process when making purchases. Studies have indicated that 35% of individuals would increase their online shopping activity if they had the ability to virtually try on products, while 22% would be less inclined to visit physical stores if AR was accessible.

Brands in the e-commerce space are keenly adopting AR technology to provide their customers with a more immersive and engaging online shopping experience. By leveraging AR, these brands empower customers to interact with virtual representations of their products, enabling them to gain a better understanding of how the items would look or fit in real life. This enhanced experience not only boosts customer confidence in their purchasing decisions but also reduces returns, as customers can make more informed choices.

The fashion industry, in particular, has witnessed remarkable success in leveraging AR to enhance the online shopping experience. With virtual fitting rooms, shoppers can try on clothes virtually, ensuring a better fit and minimizing the need for returns or exchanges. Home decor brands have also embraced AR, allowing customers to virtually place furniture or decor items in their homes, providing a realistic preview before making a purchase decision. This technology not only saves time and effort but also allows customers to experiment and personalize their living spaces virtually.

The potential of AR in the e-commerce industry is immense, extending beyond just fashion and home decor. AR holds the power to transform the way customers engage with products across various sectors, from beauty and cosmetics to electronic devices. By bringing products to life through virtual demonstrations and interactive experiences, AR technology significantly enriches the online shopping journey, bridging the gap between the digital realm and the physical world.

With the growing influence of AR in the fashion industry, individuals can confidently make fashion choices online, visualizing how different outfits and accessories would look on them. The ability to virtually try on clothes, experiment with different styles, and even mix and match items offers an unparalleled convenience and flexibility to online shoppers.

“AR has transformed the online shopping experience, allowing customers to virtually try on clothes and visualize home decor items in their own spaces. This technology not only enhances the realism of online shopping but also empowers customers to make more informed purchase decisions.”

As more brands embrace AR, the boundaries between the physical and virtual shopping experience continue to blur, resulting in an unprecedented level of customer engagement. In an increasingly digital world, AR technology has the potential to revolutionize the way we shop, offering a rich and immersive online experience that rivals traditional brick-and-mortar stores.

By integrating augmented reality into their e-commerce platforms, businesses can differentiate themselves from competitors and provide a unique, interactive, and personalized online shopping experience. As technology continues to advance, the possibilities for AR in the e-commerce industry are limitless, opening doors to innovative marketing strategies, increased customer loyalty, and ultimately, greater profitability.

E-commerce Trend: The Rise of Voice Search

Voice search is rapidly gaining popularity among consumers as smart speakers and voice assistants become more prevalent in households. According to experts, it is predicted that 75% of US households will own a smart speaker by 2025. This significant adoption of smart speakers presents a unique opportunity for e-commerce businesses to optimize their keywords and content for voice search.

Understanding how customers utilize voice search to shop online is crucial for ecommerce businesses to adapt their marketing strategies. By optimizing keywords and content specifically for voice search, businesses can improve their visibility in voice search results, ultimately attracting more potential customers.

How Voice Search Impacts E-commerce Businesses

“Voice search has revolutionized the way consumers interact with online platforms. By simply using their voice, shoppers can effortlessly find products and make purchases, making the buying process more efficient and convenient.”

With voice search, customers can browse and purchase products without needing to type on a keyboard or even look at a screen. This hands-free and intuitive approach to shopping appeals to consumers who value convenience and efficiency. By optimizing their content, ecommerce businesses can effectively engage with this growing customer base and create seamless shopping experiences.

Optimizing Keywords and Content for Voice Search

When optimizing for voice search, ecommerce businesses should focus on:

  • Using long-tail keywords: Voice search queries tend to be more conversational, so incorporating natural language and long-tail keywords in your content helps align with how customers ask questions verbally.
  • Creating conversational content: Writing content in a conversational tone helps match the voice search queries and provides more relevant answers to customers’ questions.
  • Utilizing structured data: Implementing structured data markup on your website helps search engines better understand and present your content in voice search results.

By incorporating these strategies, ecommerce businesses can optimize their content to be more voice search-friendly, increasing their chances of appearing in voice search results and attracting potential customers.

Key Benefits of Voice Search for E-commerce Businesses

  1. Enhanced customer experience: Voice search simplifies the shopping process by providing a hands-free and intuitive experience, ultimately leading to higher customer satisfaction and loyalty.
  2. Increased visibility and reach: Optimizing for voice search allows businesses to expand their reach and appear in voice search results, capturing potential customers who rely on voice search for online shopping.
  3. Better customer engagement: By understanding how customers use voice search to find products, businesses can tailor their marketing strategies and create personalized experiences, driving higher engagement and conversions.

Overall, the rise of voice search presents a significant opportunity for e-commerce businesses to enhance their online presence, connect with customers, and stay ahead in an increasingly competitive landscape.

Voice search

E-commerce Trend: Sustainability Becomes a Priority

Consumers are increasingly prioritising sustainability and eco-friendly brands in their purchasing decisions. Searches related to sustainability have seen a significant increase in recent years, indicating a notable shift in consumer preferences. To meet this demand, e-commerce businesses are adopting sustainable practices and making conscious efforts to reduce their environmental impact.

One area where this shift is particularly evident is in the use of plastic packaging. Eco-conscious consumers are actively seeking out products with plastic-free packaging, as they aim to reduce waste and protect the environment. E-commerce brands are responding to this demand by exploring alternative packaging materials and implementing plastic-free solutions, such as biodegradable or compostable packaging options.

Additionally, consumers are becoming more interested in the origins and recyclability of the products they purchase. E-commerce businesses are addressing these concerns by providing transparent information about product origins, including details about sourcing, manufacturing processes, and ethical certifications. This transparency builds trust with consumers and allows them to make more informed choices aligned with their values.

Moreover, e-commerce brands are embracing sustainability by actively measuring and sharing their carbon footprint data with consumers. By disclosing their environmental impact, businesses demonstrate their commitment to sustainability and allow consumers to make informed decisions based on a brand’s environmental performance.

“Sustainability is no longer just a buzzword; it has become a critical consideration for consumers. By adopting sustainable practices, e-commerce brands can not only attract environmentally conscious customers but also differentiate themselves in the market and foster innovation.”

To further highlight the importance of sustainability, here is an image that represents the concept of eco-friendly practices and reducing environmental impact:

The Benefits of Embracing Sustainability in E-commerce

Embracing sustainability in e-commerce offers numerous benefits for businesses and consumers alike:

  • Attracting environmentally conscious consumers who actively choose eco-friendly brands and products.
  • Differentiating from competitors by demonstrating a commitment to sustainability and responsible business practices.
  • Encouraging innovation and fostering opportunities for eco-friendly packaging and production methods.
  • Reducing environmental impact and contributing to a more sustainable future.

By aligning with consumer preferences for sustainability and implementing eco-friendly practices, e-commerce brands can build a loyal customer base and contribute to a greener economy.

Consumer Preferences E-commerce Actions
Eco-friendly brands Adopting sustainable practices
Plastic-free packaging Using alternative packaging materials, providing plastic-free options
Transparency on product origins and recyclability Providing detailed information on sourcing, manufacturing processes, and recyclability
Sharing carbon footprint data Measuring and disclosing environmental impact


The e-commerce industry is constantly evolving, and keeping up with the emerging trends is essential for success. In 2022, we can expect the e-commerce landscape to become more competitive, presenting both challenges and opportunities for businesses. To overcome growth limitations, many companies will expand globally, tapping into new markets and reaching a wider audience.

Alternative financing methods will also gain popularity, providing e-commerce businesses with flexible options to fund their operations without relying solely on traditional bank loans or equity exchange. Incorporating technologies like augmented reality and voice search will enhance the online shopping experience, allowing customers to make more informed decisions and engage with brands on a deeper level.

Moreover, sustainability will be a significant trend as consumers increasingly prioritize eco-friendly brands and products. E-commerce businesses that adapt sustainable practices, such as reducing plastic packaging and sharing their carbon footprint data, will not only attract environmentally conscious customers but also differentiate themselves in the market. Direct-to-consumer sales will also continue to rise, giving businesses the opportunity to connect directly with their target audience and build strong relationships.

By understanding and embracing these emerging trends, e-commerce businesses can stay ahead of the curve, seize opportunities, and navigate the challenges of an ever-evolving industry. By continuously adapting and innovating, businesses can thrive in the competitive e-commerce landscape of 2022 and beyond.


What are the emerging e-commerce trends of 2022?

The emerging e-commerce trends of 2022 include a more competitive e-commerce landscape, global expansion of businesses, alternative financing methods, the integration of augmented reality in online shopping, the rise of voice search, and the prioritization of sustainability.

How does the e-commerce landscape become more competitive?

The e-commerce landscape becomes more competitive due to factors such as increasing global retail sales, rising advertising costs, and changes in user data sharing policies.

Why are more e-commerce businesses expanding globally?

E-commerce businesses are expanding globally to overcome growth bottlenecks in the domestic market and tap into new opportunities. By targeting foreign markets, businesses can access a larger total addressable market, despite facing challenges such as unfamiliar competition and managing cross-border supply chains.

What alternative financing methods are gaining popularity in e-commerce?

Alternative financing methods such as revenue-based financing (RBF) and inventory financing are gaining popularity in e-commerce. Businesses are resorting to these options due to challenges in obtaining bank loans and lack of eligible assets for collateral. RBF offers flexible repayment terms tied to revenue, helping businesses manage their cash flow.

How does augmented reality enhance the online shopping experience?

Augmented reality enhances the online shopping experience by allowing shoppers to visualize and try on products virtually. This technology is particularly beneficial in industries like fashion and home decor, where customers can have a better feel for the products and make informed buying decisions.

Why is voice search becoming popular in e-commerce?

Voice search is becoming popular in e-commerce as more consumers own smart speakers and rely on voice assistants for daily tasks. This presents an opportunity for e-commerce businesses to optimize their keywords and content for voice search, improving their visibility and providing a more seamless shopping experience for customers.

Why is sustainability a priority for e-commerce businesses?

Sustainability is a priority for e-commerce businesses due to the increasing consumer preference for eco-friendly brands. By adopting sustainable practices such as reducing plastic packaging and sharing carbon footprint data, businesses can attract environmentally conscious customers and differentiate themselves in the market.

What are the key e-commerce trends of 2022?

The key e-commerce trends of 2022 include a more competitive industry, global expansion, alternative financing methods, the integration of augmented reality, the rise of voice search, and the prioritization of sustainability. Understanding and adapting to these trends will help businesses seize opportunities and navigate the challenges of the evolving industry.

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