E-commerce: 13 major trends to predict for 2022

In the second quarter of 2021, e-commerce revenue increased by 25% in Pakistan. This sector, which has experienced constant growth amid the coronavirus pandemic, seems to continue its momentum despite the easing of health measures.

However, as times and customer priorities change, the industry must consider certain transformations. E-commerce will have to adapt its strategies to changes in consumer behavior and to the scenarios in vogue in the market.

What are the trends that will impact online shopping in 2022? Let’s go together to discover them!

1. The importance of “Pakistani consumer”

“Pakistani consumer” is more than a simple slogan, it is a symbol of solidarity in the post-covid consumer market.

Already in 2018, 81% of household consumption was made in Pakistan, contrary to popular belief! This habit was reinforced during the coronavirus crisis.

Faced with the difficulties encountered by convenience stores and local businesses, consumers have redoubled their vigilance and solidarity. More than ever, they want to focus on products made in Pakistan and brands established in the country.

E-commerce can therefore build on this trend by listing, as a priority, products and brands of Pakistani origin. Those who already offer a “made in Pakistan” selection will be able to promote it more on the site and their social networks, in order to attract new consumers, as in this example:

Good to know: 3 out of 4 Pakistani people are ready to pay more for Pakistani products!


2. E-commerce in the age of ecology

63% of Pakistani people aspire to consume better. 77% of them are even ready to give up products from a brand whose production methods are harmful to the environment.

Your consumers are following the ecological trend, so it’s time to go green! Know that your customers are ready to pay more for eco-responsible offers.

This goes through the referencing of ecological (or even organic) brands, but also through your shipping methods. Online shoppers are very interested in your packaging methods (do you use recycled / recyclable packs? Do you avoid overpacking?), The carriers used and the impact of your logistics in general.

If you have taken ecological initiatives, promote it on your online store, as La Fourche does in its delivery policy:



3. The ReCommerce boom

ReCommerce, also known as second hand commerce, will continue its renaissance next year.

This trend is mainly driven by Generation Z, whose members identify themselves as conscious consumers making wise purchasing decisions. 74% of 18-29-year-olds prefer to buy from sustainable brands and purchases on the ReCommerce market meet this criterion.

This represents an exciting opportunity for brands that are expected to open their own ReCommerce platform.

Recycle ReCommerce


4. The booming visual e-commerce

The days of the product on a white background or shot in a studio are over! Today, authentic visuals take precedence.

Among the 2022 e-commerce trends, we can therefore cite product sheets embellished with photos taken by users, interactive content, engaging videos and Augmented Reality.

While brands like IKEA or Atoll have deployed an Augmented Reality shopping experience, this is no longer reserved for big brands. In 2020, Shopify launched Shopify AR, an easy-to-use toolkit that allows businesses to create their own Augmented Reality experiences to showcase their products to customers. And it works: Shopify reports that interactions with products with AR content showed a 94% higher conversion rate than products without AR.

So expect more brands to take advantage of the capabilities of Augmented Reality in 2022 – and that more buyers will seek out this feature to make purchasing decisions.

augmented reality Shopify


5. Customer service adoption of video

The pandemic has influenced e-commerce as well as video consumption. From now on, the famous “videoconferences” are part of the daily life of Internet users … even outside of professional meetings!

This is why more and more customer services are adopting video to answer consumers’ questions.



They can get to know their interlocutor, ask their questions live and benefit from a live demonstration. This more humanized interaction is reassuring for the online consumer. He puts a face on a shop while being reassured by its existence and its professionalism. If a team responds by video, it is because e-commerce is reliable, solid, and serious.

It can also be an opportunity to show your store, warehouse, or offices to your top customers. And if you sprinkle it with Augmented Reality, the customer can even try out some items. A very effective practice to convert it!


6. Voice chatbots instead of call centers

We have already told you about chatbot as an e-commerce trend. But did you know that they exist in vocal version?

Offering a voice chatbot on your merchant site will allow you to reduce your expenses while increasing the productivity of your teams. This conversational bot is useful for:

  • Technical assistance: he answers the most frequently asked questions.
  • Telemarketing: it can make calls to your customers or prospects and help you better qualify your database.
  • Cross-selling: he is able to advise products, as well as complimentary articles.
  • Carry out satisfaction surveys for the marketing department.

If the voice chatbot is having difficulty answering certain questions, Artificial Intelligence can put the client in touch with a human advisor.


7. Ever faster payment methods

Instant payment is a trend that has become inescapable with the pandemic. Consumers are used to “contactless” which allows them to pay for their purchases in a few seconds, without complicated procedures.

In e-commerce, this translates into the provision of rapid, but diversified means to sell and receive your payment. The buyer wants to make this step more fluid and avoid complex processes.

Several solutions are then imposed on online stores to speed up the checkout process:

  • Offer one-click payments with Amazon Pay, Apple Pay, or Paypal Checkout for example.
  • Do not force to create an account.
  • Offer users to save their data for future payments.
  • Offer installment payment solutions especially if you are selling expensive products.
  • Create a “direct order” button on the product sheets
  • Facilitate ordering and payment from your after-sales service channels: videoconferencing, chatbot, instant messaging, etc. are all opportunities to send a payment link directly.


8. The CRM is dead… Long live the CDP!

The CRM makes it possible to store and consult customer data. It’s interesting but incomplete. There is a lack of an upstream strategy aimed at collecting and analyzing this data. 2022 will therefore mark the rise of CDP (Customer Data Platform) tools that analyze the activity of your visitors.

CDP platforms collect data online and offline. This allows e-commerce to draw up a virtual portrait that specifies the behavior of their customers on and outside the Internet. The objective is to better understand their habits, their needs, to allow you to refine your marketing campaigns.

CDPs provide you with valuable information on how to trigger your notifications (emails, pop-ups, the chat window, etc.) in order to maximize conversions. You also get data on the performance of each communication channel, which helps you guide your digital strategy.

However, the rise of CDP does not completely sign the death of CRM but is essential as a complementary tool to achieve omnichannel sales. This brings us to the next e-commerce trend!


9. Omnichannel sales

E-commerce abounds on the market, we don’t teach you anything. The advantage for consumers? Benefit from a diversified offer that allows them to compare the prices and services offered, in order to choose the option that best suits their needs.

Note that research, comparisons, and purchasing decisions are made on multiple channels. Customers can view a product in a point of sale, then visit your website on their computer and search comparators from a mobile app. They will then decide where to close the deal.

To face the competition and boost your sales, you need to occupy the field. If you haven’t already, consider spreading the shopping experience across multiple platforms:

  • Add a store on your Facebook and Instagram pages
  • Upload your product catalog to Pinterest
  • Create Google Ads campaigns
  • List your products on online comparators and on Google Shopping
  • Create a mobile application to facilitate purchasing on a smartphone
  • Launch your online store on marketplaces: Amazon , La Redoute, Fnac, Cdiscount , Darty …

We can take the example of Ovilla, which surfs on several channels to promote and sell its products:

  • The Pinterest catalog:


  • The Instagram store:


  • Marketplaces, like here on La Redoute:


10. Online stores in physical locations

Many brands started online, and have since launched and expanded their physical presence over the past few years. Logically, most digital brands that go offline sell clothing: it’s a product category where shoppers like to interact with the product “for real”.

While the COVID-19 pandemic has undoubtedly slowed the opening of new pop-up stores, we continue to see offline experiences from brands that were previously only online, and that will continue in 2022.

Indeed, brands – whether large retailers or smaller brands – can be expected to continue to create offline experiences, while leveraging the technology and convenience of commerce. electronic.

Snowleader store


11. Brands take control of their e-distribution

Previously, brands sold their products wholesale, to suppliers or purchasing centers. Each e-commerce was then free to distribute the brands of its choice.

But it’s over! At a time when companies are committed to respecting the values ​​of their community, B2C is giving way to D2C (direct-to-consumer). Brands want to control their distribution and ensure that stores (online or physical) respect their values.

By analyzing the current market, you may notice that some companies do not use Amazon or eBay marketplaces (like Nike for example). They make this choice to focus on distribution networks that integrate their values.

We can also cite the example of organic and committed brands, which you will only find on 100% organic e-commerce.

In 2022, we can expect more and more companies to adopt this approach. Their objective is to target their consumers more precisely while managing their brand image.

Contact up to 400 clients / month


12. Teleshopping 2.0

growth hacking Netflix

It’s probably happened to you before: while watching a series on Netflix, you said to yourself: “wow, I love these shoes”. Very soon you will be able to click, find and buy this beautiful pair of shoes directly from the series.

In late 2019, NBC launched TV commercials that link the products to a smartphone app, allowing viewers to purchase what is on screen. This technology is now directly integrated into certain “smart TVs”. Those who think shows like teleshopping are has-been, raise your hand!


13. Seniors, new targets for e-commerce

Traditionally, the elderly (over 60) are the latest group to embrace new technologies. They have spent most of their lives without a computer, Internet, or smartphone… and they sometimes resist change.

However, seniors have been very exposed to COVID, they have had to adapt to the new post-health crisis environment. The pandemic has forced them to accept technologies, such as online shopping, click & collect and video consultations (for healthcare in particular).

Some have equipped themselves with connected speakers and assistive technologies to avoid retirement homes.

In other words, in 2022, you will have to reckon with seniors to boost your e-commerce sales! Especially since a Médiamétrie study shows that 2 out of 3 seniors use the Internet and that 80% of 60 to 69 year olds connect to the Internet daily. They are even 42% to be registered on a social network.


So what can we learn from these 2022 trends?

The e-commerce trends for 2022 revolve around values ​​and the overall shopping experience. Good practices to resume now on your merchant site to boost your turnover!

If you want to stay ahead of the curve with your online store, you can hire a freelancer at WDCLWeb developers, UX designers, cybersecurity consultants, SEO experts, social media managers


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