In analyzing and predicting the future of global e-commerce, industry experts often forget that it is the customer who shapes the sector. According to Joris Kroese, founder and CEO of global omnichannel commerce solutions provider, Hatch, consumer habits make and break e-commerce.

He added that understanding the buyer’s journey from path to purchase cannot be predicted as every customer has their own set of expectations, habits, and shopping preferences.  The buyer’s journey is inherently unpredictable, especially with a market-driven by innovation and growing omnichannel expertise. The best thing brands can do is foster a multi-faceted approach to e-commerce.

During the pandemic, we learned that the market can change drastically at any time. Two years ago, social commerce catapulted itself to the forefront of e-commerce. Today, the power of social commerce continues, we can expect to see it in the global future along with e-commerce innovations that make shopping easier, quicker, and more seamless.

Meanwhile, global trends may continue to look a little different, based on the environment of the market. In contrast to the market in APAC, e-commerce growth in Europe and North America look different. Click-and-collect, for example, is hugely popular in Europe, including Germany and the United Kingdom. Sensormatic Solutions reports that this is largely due to densely populated cities in the APAC market. In Tokyo or Bangkok for example, click-and-collect is not as feasible as it might be in  North America.

There is no ‘one-size-fits-all’ approach when it comes to e-commerce. The reality is much more complex. The work of e-commerce brands is to facilitate s to facilitate the customer journey, blending the physical and digital world. Whether it is through helping a consumer locate the local brick-and-mortar store or redirecting the customer to online outlets for their shopping needs.

The most important thing to remember is that customer-centricity will remain a key factor in driving e-commerce forward.