tThe transformation of physical shopping, the penetration of social commerce, the boom of “super apps”… Digital payments specialist Adyen Belgium presents the main trends in digital commerce and payment means for the coming years. to analyze.
But to catch on with the end consumer, it is now imperative for them to collect their customer data in order to offer a customized shopping experience.
Julien Marlier, Regional Director, Adyen Belgium points out 5 major trends in e-commerce and digital payments in 2022.
1- E-commerce is here to stay.
In just a few months, the world of travel, mass distribution and retail has taken an enormous digital leap forward. As a result, (physical) stores are now increasingly demanding simplified shopping services where everything is organized online.
New entrants, such as meal delivery service Fresheo or organic online shop Kazidomi, are completely reordering retailers. To meet the needs of users in a rapidly changing market, online platforms will have to adapt and offer different contactless and “low-touch” (partially contactless) payment services.
2. Physical shopping is back, but in a different form.
Buyers are increasingly able to navigate online and offline channels of their preferred commerce. Transactions are carried out, for example, on the website and collected there, or products are ordered in a store and sent home from the online store.
Brands that offer both simplicity and on-demand customization will come out on top. They will be able to get valuable information about their customers from payment data and adapt their offers accordingly. Companies will be able to retain their customers by linking, for example, loyalty cards to payment services. With the integrated platform, brands will be able to collect data in one place and get a clear picture of the end consumer.
3. Social commerce promotes one-click purchasing.
To stick to the habits of consumers who are now connected to their favorite brands on major social networks, companies are turning to social commerce by offering new shopping experiences.
Social media like TikTok and Pinterest will soon offer in-feed ads, as Facebook and Instagram already do. After seeing an attractive product in a TikTok video, a consumer can, for example, order the item directly via a link to the order page.
4. Stores in the form of a “super app”.
The coming months will see the proliferation of “super apps” that rely on payment methods such as “buy now, pay later”. Such applications will become real one-stop shops, where the consumer performs all his actions in one place, from interaction with the brand to the final payment.
An example from China is WeChat Pay, a messaging app that also allows you to make purchases via QR codes or pay bills. A lot of advantages for big brands, which can thus gain a better understanding of their customers and distribute more targeted advertising.
5. Mainstreaming the platform economy.
The digital platforms in which SMEs are active will integrate more and more services, including payments. By joining these platforms, brands will be able to quickly introduce new features to their customers. They will be able, for example, to improve their cash flow and create an attractive offer. Developing a payment strategy is more important than ever for entrepreneurs.