The “Adigital Meeting Trends in ecommerce: new forms of digital distribution” held last May served to analyze what is the behavior and where the e-commerce sector is heading.
The event focused on topics such as new forms of digital distribution and the importance of selling in marketplaces, social commerce, artificial intelligence applied to ecommerce and the opportunities offered by the metaverse.
Special relevance was given to artificial intelligence, as it can be targeted to improve ecommerce search experiences and promote greater brand loyalty. However, two key trends took center stage: marketplaces and liveshopping.
The latter is seen among European users as a new communication and consultation channel, and not only as a sales space. In this regard, it is estimated that 70% of European consumers are interested in this formula and that by 2026, 10-20% of total online sales will be made through this channel. In addition, the conversion rate is ten times higher than that of other formats.
Marketplaces account for more than half of global ecommerce
With respect to marketplaces, the most powerful data is that more than 50% of global online commerce is carried out through these platforms. Amazon and Alibaba channel 42% of this activity, but there are also other emerging options such as Miravia, which specializes in mid-high-end products.
There are also niche marketplaces that deal with markets such as food or agricultural machinery. At the same time, we must not forget the geographic division, since in the United States eBay, Walmart and Amazon are very powerful, while in the Latin American market, Mercado Libre imposes its position of strength. In Asia, the Alibaba network plays a very prominent role.
Finally, it is worth mentioning the interest in the metaverse, which are scalable and interoperable virtual worlds where humans interact socially or economically as avatars. The options for e-commerce in this virtual scenario are expanding. In fact, it is estimated that by 2030 its operations will be worth between US$2 trillion and US$2.6 trillion.
Eduardo Canelles, Chief Metaverse Officer of Adigital, puts the focus on augmented reality and virtual reality technologies for the promotion of these markets, as they are the ways that will allow users to achieve immersive experiences.
