As we have all witnessed, both as users and digital professionals, online shopping has experienced explosive growth during the pandemic. eCommerce has been a steadily rising trend for years, and thanks to the developments in global digitization, purchasing online is no longer an occasional event.
Furthermore, designing new shopping experiences allows for advanced experiments. Gradually, online shopping becomes part of everyday life and seamlessly integrates into people's routines.
Online shopping has become extremely convenient, satisfying, and fast. eCommerce platforms have been enhancing their products with photos, videos, testimonials, and initiatives for some time now. The goal is to engage customers within a genuine community. Moreover, the integration of increasingly easy and fast payment methods has made online shopping accessible to everyone, eliminating barriers.
The numbers of online shopping in Italy
Due to the necessities imposed by lockdowns and limited store openings, online shopping has seen record-breaking numbers, especially in Italy. According to a significant figure from Salesforce's quarterly report, while global eCommerce growth stands at around 58%, Italy surprises everyone with an exceptional 78%.
Other data consistent with a clear trend over the past few years show that mobile shopping is also steadily increasing. At glueglue™, we pay particular attention to identifying all the current trends that can bring tangible improvements to the user experience.
What makes a successful eCommerce platform
A good eCommerce platform does not simply replicate the availability of existing products elsewhere, even with more polished graphics. In our view, what truly makes a difference and can define the success of an eCommerce platform, not only compared to physical stores but also to competitors, is the quality of the service offered.
Some examples of highly appreciated eCommerce services include affordable shipping costs, quick purchasing processes, easy returns, and multiple payment methods, including installment payments. From a technical perspective, a fast, lightweight website designed for mobile navigation is also important.
The data reveals a reality of increasingly omnichannel commerce, combining digital and physical dimensions. As developers of digital products, we firmly believe that user needs should never be disregarded.
The good news is that users want very few things. The most delicate aspect to understand is that those things are the most sophisticated in the world: extreme simplicity, clarity, and reliability of the eCommerce platform. How can an eCommerce platform with these characteristics be achieved? By combining research, design, planning, and development in prototypes, and then implementing various versions, testing all the features until the eCommerce platform goes live.
Examples of successful eCommerce platforms by glueglue
When a long-standing Italian family-run company asked us to help them in their further growth journey by entering the direct-to-consumer (D2C) market with a new brand, we focused on a thorough UX review. We identified strategic areas based on real people's needs. This allowed us to achieve a 300% increase in conversion rates in just a few months.
Speaking of UX review, whenever an eCommerce platform intends to renew itself, conducting a usability analysis is crucial. It is indeed the first step in laying the foundations for a successful product.
In the redesign of a Fashion-focused eCommerce platform, we designed an integrated tool to create a special experience. To achieve this, we analyzed the behavior of customers in-store. By identifying the priorities of the typical customer, we were able to generate specific dynamics.
Instead, in the case of creating a new marketplace, studying the market niche is crucial. UX design, in particular, becomes complex because it is necessary to consider the needs of both customers and sellers. The most important goal is always to achieve a simple and intuitive interface. However, there are multiple solutions to get there, and strategic choices must be made. The final result we have achieved is a sophisticated platform capable of offering a satisfying and engaging experience.
The importance of customer care
Finally, from what we see in our experience, there is another point not to be underestimated in order to get the most out of eCommerce. It's not another trend, best practice, or the latest technology to adopt. We're talking about customer care. That is, people for people.
If businesses are starting to shift online or adding an eCommerce website to their physical stores, they must provide good customer support on the platform. Users already know how to navigate an eCommerce platform. However, knowing that they can ask for information via chat, social media, or email removes another inconvenient barrier. Which barrier? The impersonal transaction, in favor of a more authentic interaction.
