The international research and consulting firm Gartner has identified 5 areas of digital commerce thatwill changedue to the ongoing pandemic.
On the one hand, this is related to the changed purchasing behaviour of consumers. On the other hand, it is due to digital investments made in response to Corona. Companies need to understand these long-term effects in order to adapt accordingly and continue to exist in the market. However, this is only possible if the offer meets the coming demands of digital commerce. We should therefore take a closer look at the 5 areas highlighted by Gartner.
Business marketplaces open up the possibility for third parties to sell directly to end customers. They are attractive for both buyers and sellers, as they are beneficial for a wide range of business processes. For example, they offer more efficient supply chains and new sources of income. According to Gartner, companies that have been using enterprise marketplaces for over a year are expected to generate at least 10% more digital revenue by 2023.
During the crisis, many companies have adapted their sales models to attract new customers. In doing so, they primarily prioritized digital sales channels such as live chats, video chats and social media apps. It is expected that these sales models will continue to play an important role after the pandemic, as they are just as effective as traditional sales methods. In general, technologies that promote an intuitive user experience and the availability of comprehensive purchasing and management functions will sooner or later prevail.
Live trading enjoys a high potential. It is based on
To present products to potential customers and to interact with them in order to encourage them to buy. Live trading and live commerce functions can be integrated into online marketplaces, trading platforms and social networks. Live trading was already widespread in Asia, especially for fashion and beauty products, but in the wake of the crisis, more companies have taken advantage of this option to keep their business running. A considerable number of brands have been successful with this. It can be expected that the model will soon be increasingly used in the European region as well.
In times of Corona, social distance is one of the most important issues of all and the importance of contactless trade has increased as a result. In contactless commerce, customers can purchase products without touching them or making contact with another person. Gartner estimates that by 2024, 80% of corporate orders will be contactless. This trend will be seen in retail, for example, in the form of checkouts without a cashier. The model is already being experimented with in the DACH region and basically it is only a matter of time before it becomes established.
Visual configuration tools allow companies to present products and their features to their customers using 2D or 3D models without the need to be present on site. Until now, visual configuration has only been used by a few companies, but an increase has been noted in the wake of the pandemic. In the future, the use of visual configuration is expected to increase further, as it reduces the need for showrooms, for example.
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