Written by
Nick McCaffery
December 21, 2023
eCommerce Trends to Look out for in 2024

eCommerce Trends to Look Out For In 2024.

December 21, 2023


2023 is chugging towards its conclusion. Before you know it, the corks will have popped, and we’ll say hello to that one month of the year with nine weeks in it. Yes, good people, January 2024 is upon us.  

So, what eCommerce trends do you need to be ready for next year? We don’t have a crystal ball, but we do have decades of experience in eCommerce, so we have put the collective grey matter together and have come up with five things you may want to keep an eye on.

Omnichannel Shopping Experience:

Integrating online and offline shopping experiences continues to be a critical trend that doesn’t look like ending anytime soon. Retailers have been investing in creating seamless omnichannel experiences, allowing customers to transition effortlessly between physical stores and digital platforms.

Look at your online and offline stores and how you can integrate them into a shopping experience that both wows and delivers for your customers.
Companies that are at the top of the league in this department are Argos, Evans Cycles and John Lewis. All of these companies seamlessly blend on and offline sales experiences. They’re worth a follow.

Personalisation and AI:

Personalised shopping experiences were becoming more sophisticated by integrating AI and machine learning. Retailers leveraged customer data to provide tailored product recommendations, personalised marketing messages, and individualised shopping journeys.

Look at how you can utilise machine learning engines to give your customers that bit extra, giving them an experience, they’ll want to repeat.

Sustainable and Ethical Practices:

Consumers were increasingly valuing sustainability and ethical practices. eCommerce   businesses adopting eco-friendly initiatives, transparent supply chains, and socially responsible practices were gaining consumer trust.

We will always cite customer service as the one way you can set yourself apart from your competition. As climate change and environmental concerns take up more and more column inches, having sustainable and ethical practices will help differentiate you from your competition.  Your customers will want to know that you are putting in the effort, and they will feel better spending their money with you.  If you need some ideas, look at this article.

Mobile Commerce Dominance:

Mobile commerce was on the rise, with a significant portion of online shopping occurring on mobile devices. Optimising websites and shopping experiences for mobile users was crucial for eCommerce success.  

Give your web store a health check and ensure that it is fully optimised for mobile sales; also, consider the user experience for mobile; the easier it is to navigate and buy, the more sales you’ll generate.

AR for Experience

AR applications in eCommerce were growing, allowing customers to visualise products in real-world settings before purchasing. This technology was particularly relevant for the furniture, fashion, and beauty industries.


As we said at the top of the blog, we don’t have a crystal ball. But we work with hundreds of eCommerce businesses and see how these things go.  For the most accurate and up-to-date information on eCommerce trends in 2024, we recommend checking industry reports, expert analyses, and reliable news sources as the year approaches.

Thank you for reading this week’s blog; there will be another one next week, the last one for 2023.

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