5 Ecommerce Predictions for 2013 from the Get Elastic Crew

Ready to close out the year? Get Elastic’s authors have put our heads together to bring you 5 digital commerce predictions for 2013.

David Chiu

2013 will be the year that sellers get serious about tying bricks and clicks together. We’ll see more online pure plays establishing physical locations. At the other side of the spectrum, the Best Buys and Staples of the world will start doing a lot more integrated in-store app/help me navigate in the store/scan to order another size/get more info about this product help-me-now type of functionality.

There will be a renaissance/resurgence in email marketing (happening already), but with a big shift towards capturing incoming conversions from mobile mail applications. A large proportion of users check and respond to personal mail (as opposed to business mail) on their mobile devices, so it’s logical that all CTAs, landing pages, and modified customer funnels associated with outbound mail campaigns should be much more tailored to the on-the-go experience. It will be interesting to see what tools and processes retailers bring online to boost these capture rates (e.g. responsive-style design for emails, landing pages, responsive workflows).

Lisa Walker

In 2013, we’ll see more businesses embrace a seamless customer experience across all devices and touchpoints, with new business models and capabilities arising around apps. Success will depend on an organization’s ability to extend their reach into these new paradigms, to track customers across all devices and domains and to make sense of the data pulled from disparate sources and splintering ecosystems.

Linda Bustos

The big buzz topics around the ecommerce and marketing blogosphere/conference-sphere will be “big data” and “how to market with Google+.” We saw Google’s Panda algorithm updates crack down on low quality links, and there’s a strong indication that social links are the new trust currency. Don’t be surprised if “Google+ Marketing” or “Google+ Optimization” becomes a core SEO agency offering.

HTML5 will begin to replace native apps in mobile commerce strategies, as Apple’s dominance dwindles and Android and Windows Mobile grow. The ease of maintaining one experience that serves all platforms and the significant cost benefit will make this a no-brainer approach for organizations.

Big thank you to all our readers who have trucked with us through 2012! Wishing you a profitable 2013.

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8 Responses to “5 Ecommerce Predictions for 2013 from the Get Elastic Crew”

  1. Steven says:

    Thanks for a great blogging year, Linda!

    I’m looking forward to what 2013 brings. You are spot on with big data and Google+. I believe it’s never been a better time to be an online marketer; there’s so much to do and it’s a lot of fun.

  2. @magupta

    Some interesting thoughts on 2013 predictions but dont agree with the comment on HTML5 replacing native apps — there is a lot thats been written and said about this aspect but we dont necessarily need to chose one because neither is a silver bullet. HTML 5 can never replace native mobile apps especially for apps that are more transactional, have more interactivity with local device components for simple performance reasons, for apps that are more memory and CPU intensive simple because the webkit that HTML 5 relies on has limitations. Yes, HTML 5 hybrid apps are a great solution for more content & marketing heavy mobile apps and thats a great value add for organizations but it is not going to replace native simple because of the proximity of a “native” app with the actual operating system.

    I think HTML 5 will continue to evolve, 2012 saw some great improvements with node.js and other js frameworks making strides in terms of performance but thinking it will replace native apps completely is a far fetched thought.

  3. Would like to see some blog posts from you guys that expand on this area

    “HTML5 will begin to replace native apps in mobile commerce strategies”

    I agree with this point and can’t wait to see the first market leader in this space as despite the predictions of growth in mobile eCommerce I think that the new users whose sole device may be mobile need a superior shopping experience to what has been presented to date.

    As we are now living in the 140 character sound bit world the online shopper’s attention spans is dropping by the minute and I think HTML5 will help deliver the experiences this ‘new’ customer demands.

    Kieran

  4. Sudarshan says:

    Great thoughts. Considering that I work in the live chat space, and with ecommerce vendors across the world – in 2013 , we’ll see greater adoption of live help on ecom websites. The adoption of real time support on site has been growing steadily and has consistently aided in increased conversions, so I think we’ll see more and more websites take up real time support and walk their users through products and in general convert more and sell better.

    It also helps create a positive customer experience right at the first step of the sales cycle, which can turn out to be a influential when the user makes the final decision.

  5. Lena says:

    Happy new year to the Get Elastic bunch! Keep the great articles coming.

    @David would love to learn more on your predictions on online players going offline. Any chances of an article on the subject?

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