The Future of eCommerce: Top Trends to Watch in 2024

The Future of E-commerce: Top Trends to Watch in 2023

The eCommerce industry is constantly evolving, with new trends and technologies emerging all the time. As a business owner, it’s important to stay up to date with the latest developments in order to stay ahead of the competition. In this guide, we’ll take a deep dive into the eCommerce trends that are shaping the industry in 2024 and beyond.

The Rise of Mobile Commerce

Mobile commerce, or m-commerce, has been on the rise for several years, but it’s now become the dominant force in the eCommerce industry. In fact, mobile devices now account for over 50% of all eCommerce transactions, and that number is only set to grow in the coming years.

One of the key drivers of this trend is the increasing popularity of mobile payment solutions, such as Apple Pay and Google Wallet. These services make it easier than ever for consumers to complete transactions on their mobile devices, which has led to a surge in mobile sales.

The Importance of Personalization

In today’s digital age, consumers expect personalized experiences from the brands they interact with. This is particularly true in the eCommerce industry, where personalized recommendations and targeted marketing can have a huge impact on sales.

One way that eCommerce businesses are achieving this is through the use of artificial intelligence and machine learning. By analyzing consumer data, these technologies can identify patterns and make personalized recommendations that are tailored to each individual shopper.

The Emergence of Voice Commerce

Voice commerce, or v-commerce, is still in its early stages, but it’s quickly becoming a significant trend in the eCommerce industry. With the rise of smart speakers and virtual assistants like Amazon’s Alexa and Google Home, more and more consumers are using voice commands to make purchases online.

As this trend continues to grow, eCommerce businesses will need to adapt to ensure that their products and services are optimized for voice search. This will involve making changes to their websites and marketing strategies, as well as investing in voice-enabled technology.

The Impact of Social Commerce

Social media platforms like Facebook, Instagram, and Pinterest have become major players in the eCommerce industry. By leveraging the power of social networks, eCommerce businesses can reach new audiences and engage with customers in new and exciting ways.

One of the key benefits of social commerce is the ability to create a seamless shopping experience for customers. By integrating their products and services into social media platforms, businesses can enable customers to make purchases without ever leaving the platform.

The Importance of User Experience

In addition to personalization, user experience (UX) has become a critical factor in the success of eCommerce businesses. Customers today expect fast, intuitive, and enjoyable shopping experiences, and businesses that fail to deliver on these expectations risk losing customers to their competitors.

To provide an excellent UX, eCommerce businesses need to focus on several key areas, including website design, navigation, product pages, and checkout. By optimizing these areas, businesses can create a shopping experience that is both enjoyable and efficient, leading to increased sales and customer loyalty.

The Power of Visual Content

Visual content, including images, videos, and interactive features, has become an essential element of eCommerce marketing. By using high-quality visual content, businesses can capture the attention of their target audience and convey key messages in a memorable and engaging way.

One trend that has emerged in recent years is the use of augmented reality (AR) and virtual reality (VR) technology in eCommerce. By allowing customers to visualize products in their real-world environment, these technologies can provide a more immersive and personalized shopping experience, leading to increased sales and customer satisfaction.

The Importance of Sustainability

Sustainability has become an increasingly important issue for consumers, and eCommerce businesses that fail to address it risk alienating their target audience. By adopting sustainable practices, such as reducing waste, using eco-friendly packaging, and sourcing materials responsibly, businesses can demonstrate their commitment to the environment and appeal to socially conscious consumers.

The Role of Influencers in eCommerce

Influencer marketing has become a popular strategy for eCommerce businesses looking to reach new audiences and build brand awareness. By partnering with influencers in their niche, businesses can tap into their followers and leverage their influence to promote their products and services.

However, it’s important to choose influencers carefully and ensure that they align with the values and messaging of the brand. Additionally, businesses should focus on building long-term relationships with influencers, rather than one-off campaigns, to maximize the impact of their efforts.

The Rise of Subscription Services

Subscription services have become increasingly popular in recent years, particularly in the eCommerce industry. By offering customers regular deliveries of products they love, subscription services can provide a convenient and personalized shopping experience while also generating recurring revenue for businesses.

One of the key benefits of subscription services is the ability to gather valuable data about customer preferences and behaviors. By analyzing this data, businesses can gain insights into what products and services are most popular, which can inform their marketing and product development strategies.

The Growth of International eCommerce

As the global economy becomes increasingly interconnected, international eCommerce has emerged as a major trend in the industry. With the rise of cross-border marketplaces like Alibaba and Amazon Global, businesses can now reach customers around the world and tap into new markets.

However, international eCommerce also comes with its own set of challenges, including language barriers, cultural differences, and logistical complexities. To succeed in this space, businesses need to invest in the right technology and partnerships to overcome these obstacles and provide a seamless shopping experience for customers.

The Future of eCommerce: Artificial Intelligence and Blockchain

Looking to the future, two technologies that are set to have a major impact on the eCommerce industry are artificial intelligence (AI) and blockchain. AI has already made significant strides in areas like personalization and recommendation engines, but it has the potential to revolutionize eCommerce in many other ways.

For example, AI-powered chatbots and voice assistants could provide customers with personalized and interactive shopping experiences, while machine learning algorithms could help businesses optimize their pricing and inventory management strategies.

Meanwhile, blockchain technology has the potential to transform eCommerce by providing secure, transparent, and decentralized payment and supply chain systems. By using blockchain, businesses can reduce transaction costs, improve data security, and increase transparency and trust with their customers.


The eCommerce industry is constantly evolving, and staying on top of the latest trends and technologies is essential for businesses that want to succeed. From subscription services and international eCommerce to AI and blockchain, there are plenty of exciting developments on the horizon.

By embracing these trends and investing in the right technology and partnerships, businesses can create a shopping experience that is both enjoyable and efficient, while also positioning themselves for long-term growth and success. Cluster has the most accurate and robust catalog and sales data in eCommerce. Book a demo now.

Social Commerce: Cluster’s Role in Measuring ROI From Shoppable Social Media Posts

Social Commerce: Cluster's Role in Measuring ROI From Shoppable Social Media Posts.

In the fast-paced world of e-commerce, where the digital landscape is ever-evolving, businesses are on a perpetual quest for innovative strategies that not only resonate with their target audience but also deliver tangible results in terms of sales. One of the most influential trends currently reshaping the e-commerce narrative is Social Commerce—a dynamic convergence of social media dynamics and online shopping experiences. Within this expansive realm, shoppable social media posts have emerged as a transformative tool, offering businesses a direct conduit to showcase and sell their products seamlessly within the immersive environment of users’ social feeds. In this comprehensive exploration, we delve deep into the profound significance of Social Commerce and provide actionable insights into strategies for both measuring and maximizing the Return on Investment (ROI) derived from shoppable social media posts.

The Ascendance of Social Commerce:

The trajectory of Social Commerce represents a paradigm shift in the e-commerce landscape, ingeniously intertwining the social fabric of popular platforms like Instagram and Facebook with the convenience of digital shopping experiences. Shoppable posts, strategically positioned within users’ social feeds, are revolutionizing how consumers discover, engage, and ultimately make purchasing decisions. The amalgamation of social interactions with seamless e-commerce transactions has proven to be a potent catalyst, with consumers increasingly gravitating towards the simplicity and immediacy of making purchases directly through their preferred social platforms.

The Imperative to Measure ROI:

While the allure of Social Commerce is undeniable, businesses find themselves at a crucial juncture—how to not only embrace this transformative trend but also to measure the tangible impact of their strategies and investments. The process of measuring ROI serves as a compass, guiding businesses through the intricate landscape of shoppable social media posts. Beyond being a mere metric, ROI measurement becomes a strategic imperative, providing businesses with invaluable insights into the real-world effectiveness of their Social Commerce initiatives. Armed with this data-driven intelligence, businesses can not only fine-tune their strategies but also optimize marketing efforts, ultimately elevating their overall performance in the competitive e-commerce arena.

Key Metrics for Holistic ROI Measurement:

  1. Conversion Rates: Elevate your analysis beyond mere engagement metrics by meticulously tracking the percentage of users who transition from initial interest to completing a purchase after interacting with a shoppable post. Elevated conversion rates signify a successful translation of interest into tangible sales.
  2. Click-Through Rates (CTR): Delve into the granular details by monitoring the number of clicks your shoppable posts garner. A higher CTR is indicative of strong user interest, reflecting the efficacy of your content and design in capturing attention and driving action.
  3. Revenue Generated: At the heart of ROI measurement lies the concrete assessment of revenue directly attributed to your shoppable social media posts. This metric provides a tangible understanding of the financial impact of your Social Commerce strategy.
  4. Customer Acquisition Cost (CAC): Scrutinize the cost associated with acquiring a customer through social commerce channels. This understanding of Customer Acquisition Cost is instrumental in refining ad spend strategies and maximizing the overall ROI.
  5. Social Engagement: Beyond transactions, evaluate the qualitative impact of your shoppable posts through social engagement metrics—likes, shares, and comments. Increased engagement not only contributes to brand awareness but also fosters customer loyalty.

Strategies for Elevating ROI:

  1. Compelling Visuals: Elevate your brand presence by proactively investing in high-quality, visually compelling content that transcends mere product presentation. The more immersive and engaging your shoppable posts, the higher the likelihood of conversion.
  2. Seamless User Experience: Prioritize the optimization of the shopping journey within the social media platform. Minimize friction and streamline the path from product discovery to purchase to enhance the overall user experience.
  3. Targeted Advertising Precision: Leverage the sophisticated targeting capabilities inherent in social media platforms. Tailor your shoppable posts to resonate specifically with identified demographics, interests, and behavioral patterns.
  4. A/B Testing Iteration: Embrace a culture of experimentation by conducting A/B testing on different elements such as product descriptions, images, and calls-to-action. This iterative approach empowers you to discern the most effective components of your shoppable posts and refine your strategy accordingly.

In Conclusion:

As Social Commerce continues to wield its transformative influence on the e-commerce landscape, businesses stand to gain significantly by not only incorporating this trend but also by proactively measuring its impact on their bottom line. Through strategic analysis of key metrics and a commitment to continuous improvement, businesses can unlock the full potential of shoppable social media posts and realize a substantial return on their investment. Stay at the forefront of the competitive e-commerce space by harnessing the dynamic power of Social Commerce and maximizing the ROI from your shoppable social media initiatives.

Cluster is at the forefront of empowering businesses to effectively measure Return on Investment (ROI) from shoppable social media posts. Leveraging advanced analytics and data-driven insights, Cluster provides a comprehensive suite of tools and features designed to enhance the efficacy of Social Commerce strategies. Book a demo now.

Optimal Assortment: Find the Right Mix of Products to Accelerate Growth

Optimal Assortment Find the Right Mix of Products to Accelerate Growth

Imagine visiting your favorite eCommerce marketplace, where you search for an item you’d like to research or purchase, and land on a particular category page where all you see is the same item listed multiple ways with incomplete information. Immediately, you want to run or leave the website because you think your credit card is about to be compromised on a fraudulent online store. 


Online assortment is incredibly important for marketplaces, but how are they dealing with presenting the most relevant items, especially without compromising their product listing data?


On December 8, 2021, during a live webinar, we dove into the most popular ways our team works with major marketplaces, starting with the importance of catalog integrity as the foundation of any marketplace business, leading into insights around demand and product analysis, and diving into finding the right assortment. Read the transcript below and watch the accompanying video.

Finding the Assortment Opportunity in the Data

According to Salesforce, over 75% of consumers actually expect to see new items on a marketplace monthly. So this data point shows how important assortment really is in the lens of shoppers. But the question is how are marketplaces ultimately doing this? And not just find the right assortment, but also take advantage of a major opportunity around cross-selling? 


Well, you need to have data on your current customers, understand what are the items they’re typically buying, and data to understand what are ancillary items that they might want to buy (in order to group with that initial purchase). So if someone is buying a swimming pool, I would suggest swimming pool toys for the kids, and any other items that might accompany that purchase. Amazon actually makes about 35% of its revenue directly from cross-selling. So this is a huge opportunity for marketplaces.


They really need the data to make these suggestions interesting and relevant for their customers. But what are some challenges around assortment optimization? Here’s what I’ve learned in working with diverse marketplaces over the years:

  • Assortment lives within multiple functions of marketplace organizations. So, it’s not centralized. 
  • There are multiple teams with this role and responsibility. 
  • Marketplaces don’t have the right data and tools to help effectively and efficiently.

What’s more, marketplaces are doing this in a very, very manual way: by looking at competitive marketplaces, other websites where they have interesting items, trying to find and figure out what items they’re missing, trying to find and figure out which sellers can ultimately source those items to their marketplaces. So, it’s an incredibly fragmented and also an incredibly manual process today. So what do marketplaces ultimately need to make this a successful endeavor?


There are two things: No.1, centralize and make this a function of one role, so a key stakeholder can manage the process. No. 2, good data and analytics to help make these decisions quickly and efficiently. 


Demand and Product Analysis Use Cases

So, let’s take an example of what this actually looks like in real life. Kroger has a printer category on its marketplace. However, the only item it had on its marketplace in the printer category was a single item of printer paper. But, if I was in the market to buy a new printer I would be leaving this site to convert elsewhere if they only have paper. 


That said, if you’re going to be a marketplace that is selling in the printers category, you should also have printers and printer ink, in addition to the paper, which is certainly important. But what about including different sizes of paper for example? 


But by leveraging the right data, we were able to see that while Kroger has this one item, this item across other marketplaces sells about $10,000 in volume. The sales from this one item are great, but what we also can tell is that there’s another 4,200 or so items that exist within this printer category. And if Kroger were to upload those missing items, they can potentially gain about $150 million per month in this category.


While we’re not suggesting a marketplace bring on every single item in a category, it is crucial to understand what are the best-selling items within a category and quickly be able to upload those items to your marketplace in an effective manner. 


In a second example, we can see that the Kroger marketplace also has a toys category. However, when digging into that toys category, we noticed that they were actually missing the five best-selling items within the toys category.


What you can see pictured here is just these five items, over the course of one month are about $106,000 monthly with the highest volume being $260,000 in volume. If Kroger were to upload just these five items (and gain the right Seller Intelligence) in this single category, it could potentially mean up to $1 million dollars in sales monthly. This is why using data to make decisions around assortment is incredibly important.


Understand the Top-Selling Brands with the Right Data

Another opportunity for marketplaces is to think through their categories similar to category advisors throughout retailers. So not only what are the best SKUs and items that are selling, or the best brands, but I also want to understand what are the attributes that are most popular within a category.


In another example, we looked at shampoo and conditioners, finding that color treated (or dyed) hair, and damaged hair resulted for a large percentage of this category. For this, a marketplace should focus on adding items with attributes showing ingredients of shampoo and conditioners that are very popular, like Argan Oil, Organic or Paraben Free.


In one last example, we noticed that within five categories, one marketplace had about 7,000 items listed on its site. However, we could see about 35,000 items in our data, which could have resulted in about $28 million per month in increased sales.


In closing, the idea here is not to upload every single item to a marketplace that exists, the idea here is to understand what are the top-selling brands and items across channels that your marketplace might currently be missing and quickly be able to identify who can sell and source those items, for GMV growth.


Once your catalog is built, be sure to promote the most relevant products with the most informed, competitive pricing – and learn what might be missing from your mix of products that can accelerate growth. Once this is in place, it’s time to figure out the characteristics of A+ sellers that are right for your marketplace.