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5 E-commerce Trends to Look for in 2023

January 23, 2023


The E-commerce industry is in a state of constant evolution and the global pandemic has served as a catalyst for its growth. During this period, consumers have come to recognize the convenience and efficiency of online shopping, as well as the added safety and security it provides. Furthermore, these platforms have made it easy for customers to compare prices and find the best deals on products. According to Finances Online, the current value of the e-commerce sector is $4.2 trillion, and it is expected to continue to grow this year. The sector is projected to reach a value of $6.542 trillion by the end of 2023, which is a clear indication of the shift in consumer behavior toward online shopping and the need for retailers to adapt to this new reality.

In response to this change, retailers are focusing on enhancing the customer experience to remain competitive in the market. This article will delve into the leading trends that will shape the E-commerce business in the coming year, highlighting the strategies and innovations that are driving the industry.

Online Shopping

Retail websites have undergone a significant transformation in recent years, becoming more user-friendly and providing customers with an unparalleled online shopping experience. Features such as intuitive navigation, improved product search functionality, and streamlined checkout processes have made it easier for consumers to find desired items and complete their purchases quickly and efficiently. The shift to online shopping accelerated during the pandemic, leading to a near doubling of E-commerce sales, which reached $5.2 trillion in 2021, according to Statista. Online sales are expected to account for approximately 22% of total global retail sales in 2023, reaching $6.15 trillion. This trend of increasing reliance on online shopping by consumers is predicted to continue in the coming years, with projections estimating that E-commerce sales will reach around $8.1 trillion by 2026.

Mobile Commerce

Mobile commerce is becoming increasingly popular due to its convenience and ease of use. The pandemic had a great impact on M-commerce trends, with mobile retail sales surpassing $362 billion in 2021 and $431 billion in 2022. In 2023, it’s estimated that 8% of all retail transactions will take place through a mobile device. This steady growth in M-commerce is expected to continue, with predictions estimating that mobile retail sales would nearly double, reaching $710 billion by 2025.

To ensure that the business stays competitive, it’s important to have a responsive website that allows customers to easily navigate it on any device. Retailers can improve their website’s performance by upgrading to a Next Gen theme to enhance site speed, avoid abandoned carts, and simplify the checkout process. Additionally, it is critical to invest in mobile commerce apps to provide multiple and secure phone payment options. To reach customers, companies like Google Pay and Apple Pay use mobile marketing tactics like SMS marketing, push notifications, and in-app advertising.

Omnichannel Retail

Shoppers today expect a seamless shopping experience across all devices and channels, and the ability to easily switch between them without losing their place in the purchase journey. Omnichannel refers to the use of multiple channels such as online stores, in-store, and phone interactions to engage with customers. It is a cross-channel content strategy designed to improve the customer experience and drive better relationships between the buyer and seller.

Examples of omnichannel marketing include:

  • A shopper browsing in a physical store is alerted to a special offer through SMS on their phone. 
  • A consumer receives an email to purchase the item after adding it to the cart and abandoning the website.
  • Re-targeted ads via Google can be sent to potential customers to remind them of a product they browsed earlier or left unbought in the cart.

An Omnichannel marketing approach can bring numerous benefits to businesses. By leveraging multiple channels, such as online marketplaces like Amazon and Walmart, businesses can reach customers wherever they are, making it more convenient for them to shop. This not only strengthens customer loyalty, but also increases brand recall and ultimately drives revenue growth. Consumers, in turn, can enjoy a seamless shopping experience across different channels, whether they prefer to shop on their mobile devices or through other means.

In 2023, the trend of leveraging multiple channels for shopping will continue to evolve. With shoppers facing economic pressures such as inflation, they will likely seek even more opportunities to shop and find the best deals. According to the CEO of OneStock, Romulus Grigoras, “As experts in unified commerce, we closely analyze our clients’ performance, their customers’ behaviors, and new developments in the sector. If I had to summarize the challenges of the coming year in one sentence, I would say that in 2023, the big equation will be to reconcile satisfaction, efficiency, profitability, and ecological constraints.”

Artificial Intelligence

ML and AI are expected to have a major influence on E-commerce in the coming years and are already making an impact today. AI is playing a significant role in enhancing customer experiences and providing innovative solutions in this industry. Applications such as product recommendations, personalized shopping experiences, virtual assistants, chatbots, and voice search are some of the most notable uses of AI in E-Commerce. Additionally, AI can be used to analyze customer data and tailor online merchandising services to individual customer interests and preferences.

In 2023, companies will increasingly turn to advanced analytics, often utilizing AI to maximize its potential and to gain deeper insights into their customer data. This will enable them to make the most of their customer interactions and improve their overall business performance. Helena Schwenk, VP, Chief Data and Analytics Officer at Exasol said that “Smarter, progressive organizations will continue to invest in advanced analytics and AI to connect more closely with their customers, anticipate behaviors, and identify issues and opportunities in real-time.”

Social Media Shopping

Social media has become an integral part of modern society, and businesses can leverage this powerful tool to their advantage. By creating a presence on platforms such as Instagram, Amazon Live, and Facebook, businesses can attract potential customers to their websites and sell products directly through social commerce. This approach allows companies to reach a large and diverse audience, as well as engage with them in real-time. According to the latest data from DataReportal, 4.70 billion people worldwide use social media, with 227 million new users joining in the last year. The average amount of time spent on these platforms per day is approximately 2 hours and 29 minutes. As social media is widely used, it is becoming a crucial tool for brands to connect with their target audience. In 2023, it is expected to generate $30.73 billion in revenue, accounting for 20% of global retail E-commerce sales. Platforms like Instagram, TikTok, YouTube, and Facebook are driving this trend. 


2023 is shaping up to be an exciting year for E-commerce with new emerging trends and technologies. Social media’s growing importance in driving these sales, the continued rise of mobile shopping, and the integration of AI are just a few examples of how E-commerce is evolving. To enhance their online sales and customer experience, businesses should stay up-to-date on the latest trends and explore ways to implement them effectively.