Online shopping continues to be a widespread phenomenon in Singapore as more people prefer to purchase their products on the Internet rather than in person. While that does not mean brick-and-mortar stores are going away anytime soon, the increasing number of online shoppers will lead to a brighter future for the ecommerce industry in Singapore.
Singapore is considered by most countries a global hub for innovation when it comes to digital marketing, ecommerce, and online shopping, and it will continue to remain so in 2022. But before we dive into the future, let us take a look at the state of the Singapore ecommerce industry from the beginning to the end of the year 2021.
A YEAR IN REVIEW: ECOMMERCE MARKETING IN 2021
Over the past two years, the pandemic changed Singapore in many ways. For instance, it is not surprising that the number of online shoppers continues to rise as the ecommerce industry transitions from 2020 to 2021 and now to 2022. What does the rising number of online shoppers mean for ecommerce businesses, anyway?
There are around 3.9 million online shoppers in Singapore, and those numbers will continue to rise as we get closer to the year 2022. Due to the pandemic, more people in the country have been purchasing their products online. According to Business Times, one-third of Singaporeans made an online purchase for the first time during the nationwide lockdown in 2020. Online businesses can benefit from this growing trend of online shopping by investing more in digital marketing including SEO Services.
By integrating SEO with your ecommerce website, you can take advantage of the rising number of online shoppers and gain more customers. Not to mention, utilising SEO strategies is the perfect way to increase your search engine rankings and improve your web visibility organically.
When it comes to ecommerce marketing and promoting your online business, you can capitalise on a few significant trends in 2021. Some of these ecommerce marketing trends in 2021 include:
- Mobile shopping
- Quick payments
- Quality customer service
- Influencer marketing
- The best ecommerce websites
- Content marketing
2021 is about to end, and we are nearing the start of 2022 in just a few weeks. What does the new year have in store for the ecommerce industry, and what can you do about it to gain more customers and profits?
16 TOP ECOMMERCE MARKETING TRENDS IN SINGAPORE FOR 2022
1. ARTIFICIAL INTELLIGENCE (AI)
Artificial intelligence or AI has always been an ongoing trend for the past few years. However, expect 2022 to be the year when AI will become a significant game-changer for online businesses. How can AI benefit your online business, anyway?
One part of AI that you could use to manage your ecommerce business is machine learning. With this, you can stop problems such as retracted payments and purchases with stolen credit cards before they even happen.
You could also create custom search results based on the customers’ past purchases and their browser history. As such, any customer would not have a hard time finding what they want and something related to their interest.
Nevertheless, there are tons of ways to utilise AI for your ecommerce business. 2022 may be the perfect time to start using AI, so give it a shot and experience its benefits for your business once the new year arrives.
2. USER EXPERIENCE (UX)
User experience (UX), also known as user interface design or usability, refers to the process of creating a relevant and engaging web experience for users. In 2022, UX will remain to be a vital part of ecommerce marketing, so focus on providing your customers with a high-quality website experience.
UX has always been crucial for ecommerce, but 2022 is the year when it will become even more essential for online businesses. An excellent shopping experience is what all customers need, so make sure to focus on improving your UX to set a positive first impression of your business. Not to mention, most online shoppers leave a website if it lacks high-quality visuals and engaging content, which makes it more important to improve your UX.
ALSO READ: How Does User Experience (UX) Affect SEO?
3. SOCIAL MEDIA SHOPPING
Popular social media platforms have their very own ecommerce setups, such as Facebook Marketplace and Instagram Shopping. In that case, why not create a social media page for your business and establish a second ecommerce platform alongside your website?
Social media shopping will become a huge part of ecommerce this 2022, and it might be a good time to ride along with the ongoing trend as it continues to grow. With so many people being active on social media apps, they become the perfect platform to promote products since sellers can upload their product catalogue with its pricing, so it is hassle-free. Plus, this kind of ecommerce marketing strategy encourages users to click on the CTA button where they find the product to view the thing as they visit the ecommerce website. And that’s how social media shopping helps drive more traffic and increase more customer base.
4. VOICE SEARCH
In the past few years, smart speakers have become more popular due to the growth of the smart home market. Many consumers find a smart speaker convenient since they only need to connect this device to their Wi-Fi connection, so its voice assistant will complete the daily tasks they ask them to do.
The Research And Markets forecast that the Global Smart Speakers Market to increase more up to $17.85 Billion by 2025. By then, they expect every household in North America, Europe, and the Asia Pacific will own a smart speaker to shop online, order food, and schedule important events.
With more involvement of voice-enabled solutions, ecommerce businesses would be able to promote their brand in terms of keywords and content. Their consumers would be able to find what they offer using voice search.
5. AUGMENTED REALITY
The key to great digital marketing is to grab the attention of customers. But sometimes, attention is not enough. To convince a customer to make a purchase, a brand needs to be creative in their digital marketing efforts to attract their target customers online and nudge them to take action.
Fortunately, there are more ways than one to grab customers’ attention. One of those is Augmented Reality or also known as AR. It is a type of technology that gives life to imagination.
Over the years, AR has been a complete game-changer for the ecommerce industry. With AR, your online shoppers would have the ability to see the item they are shopping for, which helps them weigh their options and make the right choice for their purchase.
This year, 2021, the Research And Markets predicted that the AR market will reach $88.4 billion by 2026. Therefore, ecommerce business owners can expect AR to shake out the ecommerce industry in the years to come.
6. MORE PAYMENT METHODS
When it comes to payment methods, you should know that every customer has their individual preference. That means a customer can cancel their plan to purchase if their preferred payment method is not available on the ecommerce website.
You should know that offering a wide variety of payment methods is one way to attract more customers. Implementing secure payment gateways to allow customers to save their payment information on your ecommerce website will enable fast purchases. With a convenient payment option, it will entice customers to repurchase other products from your website.
7. SUSTAINABILITY BECOMES MORE IMPORTANT
Given our current situation, COVID-19 pandemic, many people have become more aware of the environment. Because of this realisation, consumers are more conscious when making a purchase online. They would often do further research whether the products of an ecommerce shop harm the environment or have related effects.
According to statistics, 50% of consumers prefer to buy from an ecommerce shop that commits to sustainability, and 75% want brands to use fewer packaging materials that create little to no waste.
In other words, brands should be more eco-friendly in 2022. Besides going paperless, they should also use biodegradable packaging and recyclable supplies. Mentioning these in their digital marketing campaign would help attract more customers.
8. CUSTOMER AWARENESS
As the ecommerce industry continues to grow, the more new customers your ecommerce shop will have. To grow your customer base, you have to increase your brand awareness so that more people would know about your brand. That is something you should never miss in your digital marketing campaigns.
Brands should know that building an online presence is not just about posting content. They should also be trustworthy and transparent about what they offer since one-third of online shoppers tend to switch to others if they do not find these two qualities in a brand.
To prevent it from happening to your ecommerce business, you should market to your consumers about the products and services you offer, including its performance.
Here are some objectives on consumer awareness you should keep in mind when creating a digital marketing campaign.
- Understand the various types of customers, including their interest in products.
- Build an effective digital marketing plan that promotes something to a particular target audience.
- Help prospective customers find out more about the products and services.
- Convey the benefits of the products.
- Explain to customers how the products can solve their problems.
9. CONVERSION RATE
Being able to attract customers to your ecommerce website is one thing, but getting them to make a purchase is a different story.
In 2021, many ecommerce businesses are looking for ways to improve their conversation rates. Some improve their product pages, while others promote their products in multiple channels besides their website, such as Facebook advertising or shopping ads on Google.
Since more and more ecommerce businesses are competing with one another, you should be more creative with your digital marketing campaign to appeal to your customers right away. However, you have to be careful when preparing the design and message since not all customers have the same beliefs, which can sometimes cause misunderstanding.
That is why your digital marketing campaign should be understandable and engaging at first glance. Also, use those platforms intelligently so your brand would stand out and capture your customers and nudge them to make a purchase.
10. QR CODES
Once again, the QR code will gain its reign. In 2022, anyone with a smartphone can scan QR codes, which can help businesses boost ecommerce website traffic and customer engagements.
To effectively use QR codes in digital marketing, here are the things you need to do.
- Add QR codes on the product packaging to your online store.
- Add QR codes to offer discounts or coupons on particular products or services.
- Add QR codes to view your feedback page or lead customers to your social media.
11. VIDEO MARKETING
A video is ecommerce SEO heaven. Since YouTube is the second largest search engine, you can expect more people to find your content online especially, if you tagged the video correctly. As such, it would reflect on search engine results when your customers search for something related to your brand.
You could also use video marketing on social media as a post or ads since more potential customers are most likely to watch your campaign there. You should know that videos are more engaging than strategic image posts, and they can capture more attention. That is why you can implement video marketing across different platforms if you want to promote your business engagingly.
12. LIVE STREAMING COMMERCE
Live streaming commerce also changed the way people shop online. Like the traditional setting, the sales representative can promote their products and services as if the customers are right in front of them.
Over the past two years, this ecommerce marketing trend has grown a lot. As the pandemic persists and people are still afraid to shop in person, live streaming commerce is the perfect way to attract customers to make a purchase.
13. ON-SITE PERSONALISATION
Whether your buyers are from a B2C or B2B audience, all of them are looking for a personalised online shopping experience. As an ecommerce owner, you can make that happen with the data collected from your customers’ past visits and navigation on your ecommerce website., Through the use of AI technology, you can now generate custom product recommendations and detailed customer service.
When you implement personalisation in your ecommerce marketing and SEO strategy, your customers would feel more valued. That is why you can expect your revenue to increase up to 25%.
14. INFLUENCER COLLABORATION
With social media continuing to rise, influencer marketing will once again make its way in 2022. This ecommerce marketing trend will become more prominent since many customers trust brands that are partnering with influencers.
For example, Shopee packs a punch with Jackie Chan as the new face of their ecommerce marketing campaign 9.9 Super Shopping Day last September. And this partnership alone gains a lot of attention, especially to those people who idolise the actor.
According to a recent study from Twitter, 40% of online shoppers are influencers in line with the brand. That is why if you want to use this ecommerce marketing trend for your campaign in 2022, you should start looking for the right influencer that fits your brand’s ideals. Doing so would make your influencer collaboration a lot more effective.
15. CONVERSATIONAL COMMERCE FOR CUSTOMER SERVICE
Since the nationwide lockdown in 2020, many Singaporeans are spending more time on message apps such as WhatsApp and Facebook Messenger. With this sudden increase, many brands implement conversational commerce. It is a new digital marketing approach that helps brands connect with their customers on a much personal level.
For example, by adding a WhatsApp or Facebook Messenger icon to your business page, your customers would have a chance to communicate with you directly and send their inquiries. If done right, you can create an excellent customer service experience.
That is why while the end of the pandemic has yet to come, ecommerce business owners like you should use this opportunity by incorporating conversational commerce into your customer services, such as the example below.
16. LIVE CHAT SUPPORT
Even though you have frequently asked questions (FAQs) or product descriptions found on ecommerce websites, those are not enough to answer questions that customers have in mind. And if they send an email, it would take several hours before they can receive a response. The same goes if they decide to call your ecommerce shop, they might have to wait in the queue until their turn comes.
To prevent these kinds of inconveniences to your customers, you should add live chat support. With this, they can interact, connect, and communicate with real people and resolve their concerns in real-time.
2021 may not be as bright as we thought it would be, but there are still improvements with our current situation. And as 2021 comes to a close, you should get ready for the new year since 2022 is the time to be bold with your digital marketing campaign.
Try to capitalise on the upcoming trends that can benefit your ecommerce business this 2022. In doing so, you can get closer to your goals, earn more money, and gain tons of new customers along the way.
Get in touch with our digital marketing agency in Singapore today! Contact OOm at 6391-0930 for more information.