By  on January 7, 2013

NEW YORK — This year is all about becoming more mobile.

Mobile commerce is primed to dominate the digital space over the next 12 months. Also expected in the year ahead is a rapid adoption of localizing (as well as hyper-localizing) shopping, capturing data and personalizing the online experience platform-wide. Otherwise, many of the other trends predicted to reign in 2013 are an extension — and a further implementation — of current digital concepts that have yet to widely infiltrate the industry. They include:

• Mobile ads and “native advertising.”

• A further embracing of the omnichannel experience.

• Social commerce.

• Merging in-store and online.

• Increased video content.

• Back to basics, with a focus on customer service online.

Online shopping is already responsible for shifting the retail calendar, disrupting the traditional holiday shopping cycle as the number of consumers buying online grows exponentially. The more widespread use of broadband Internet connections, combined with smartphones and tablets, is allowing shopping to take place earlier than ever — even on Thanksgiving, days before Cyber Monday.

Alan Marks, eBay Inc.’s senior vice president of global communications, said mobile continues to be the catalyst that’s changing not only how retail operates, but how consumers shop. Compared with four years ago, when m-commerce “barely existed,” eBay can now bring its vast selection (home to 105 million active users) to consumers anywhere, anytime they want. E-commerce is no longer just a largely search-based, desktop experience on Web sites.


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