Desktop-driven ecommerce sales may be plateauing, but data from comScore shows that as a whole, online sales are booming. Sales from mobile devices are now leading the charge, with an annual growth rate (59%) that eclipses desktop (17%).

As we approach 2018 and what the future holds for digital merchants, it’s crucial to reflect and assess the ecommerce trends that have defined 2017 so far. More and more merchants are boasting omni-channel presences to reach buyers online, offline and on-the-go. Meanwhile, the importance of speedy shipping, social engagement and a lack of hidden fees remain paramount for high-performing retailers online.

But what will define digital merchants in 2018? Let’s take a look at three current trends that will continue to transform the ecommerce landscape.

1. A Rising Influx of Mobile Shoppers

Just as smartphone usage and sales continue to tick upward, mobile shopping is likewise expected to rise. This influx of mobile shoppers also presents new challenges to merchants, though. Considering that traditional desktops still outperform mobile devices when it comes to conversion rates, ecommerce brands are clearly need all the help they can get to close sales with mobile users.

2. The Boom of B2B Ecommerce

Although ecommerce is often discussed under the B2C lens, let’s not neglect the steady growth within the B2B space.
Projected to surpass $1 trillion in total sales by 2020, there’s no denying that B2B ecommerce still represents rocky territory for many brands. As merchants continue to iron out the finer details of pricing schemes, bulk shipping and quoting customers, streamlining the purchasing process remains a top priority for B2B ecommerce brands moving forward.

3. More Prevalent Storefront Apps

In a response to the aforementioned challenge of appealing to mobile buyers, expect to see a new wave of mobile “storefront apps” to reach buyers on-the-go. This trend goes hand in hand with the need for merchants to have omnichannel presences, as well. Given that mobile users spend 86% of their time within apps versus mobile sites, perhaps branded native smartphone shopping apps are the key to converting those once-fickle customers.

After all, if a customer is willing to go through the effort of downloading a mobile app, chances are they’re loyal and trusting enough to make ongoing purchases. “App commerce” platform Poq recently found that storefront apps outperform mobile web conversion rates by 40%, support longer browsing sessions than even desktop web browsers and are twice as likely to drive repeat visits. This all makes sense given the game-changing functionalities that storefront apps offer, which include superior content personalization opportunities, push notifications and geolocation-integrated brick-and-mortar shopping recommendations.

Defining Ecommerce for 2018 and Beyond

Nobody can truly predict the future regarding ecommerce. However, these current trends will continue to heavily influence the space for the time being.
Regardless of what merchants might be selling, it’s clear that no shopping brand can afford to rest on its laurels. Just as ecommerce is constantly evolving to keep up with the demands and desires of consumers, so should merchants.