Most wanted e-commerce innovations worldwide 2023, by generation

According to a global survey carried out during the second quarter of 2023, around 55 percent of Gen X online shoppers wished e-commerce sites would enhance frictionless payment methods. Additionally, some 45 percent of surveyed Millennials would like to have personalized products recommended when shopping online, an option which appealed to the same percentage of Gen Z online shoppers. E-commerce companies seem to have listened to their audience. In 2021, almost seven in ten professionals from e-commerce businesses stated personalization will be a key investment area in the future.Personalization drives conversion ratesInvesting in a personalized shopping experience pays off. A 2021 study analyzing conversion rates of U.S. e-commerce sites showed that a higher percentage of purchases were finalized after the shopping experience was tailored to the users. Although conversion rates improved across several e-commerce segments, marketplaces showed the biggest difference in pre-and post-personalization.Easier said than doneFor buyers to get a personalized shopping experience, retailers need to retrieve significant amounts of user data throughout the entire customer journey – from customized newsletter to web visits, from mobile app usage to payment preferences. Extensive tracking of online user data requires adequate IT capacity. Over 40 percent of U.S. executives from e-commerce companies could not ensure a personalized shopping experience due to lacking IT bandwidth. The second biggest pain point was the missing cooperation with solution partners enabling the personalization.

根据2023年第二季度进行的全球调查，约55%的X世代在线购物者希望电商平台能够增强无障碍支付方式。此外，大约45%的千禧一代消费者希望在在线购物时获得个性化产品推荐，这一选项同样吸引了相同比例的Z世代在线购物者。电商平台似乎已经聆听了他们的呼声。2021年，近七成的电商平台专业人士表示，个性化将是未来的关键投资领域。个性化推动转化率，投资于个性化的购物体验能够带来回报。一项2021年的研究表明，美国电商平台的转化率中，有更高比例的购买是在购物体验根据用户进行定制后完成的。尽管多个电商细分市场的转化率均有提升，但市场平台在个性化前后差异最为显著。言易行难，为了使消费者获得个性化的购物体验，零售商需要在整个客户旅程中收集大量的用户数据——从定制化的新闻通讯到网站访问，从移动应用的使用到支付偏好。对在线用户数据的广泛跟踪需要充足的IT容量。超过40%的美国电商平台高管由于缺乏IT带宽，无法确保提供个性化的购物体验。第二大痛点是缺乏与解决方案合作伙伴的合作，以实现个性化。