E-Commerce Trends: Diese 13 Trends sind 2023 angesagt!
Friday, 10 February 2023
Latori GmbH

E-commerce trends: These 13 trends are hot in 2023!

Not only - but above all - because of the Covid 19 pandemic, numerous e-commerce trends are still developing rapidly. Lockdowns and concerns about contracting the virus have led consumers to increasingly turn their backs on bricks-and-mortar retail and prefer to shop online. So there has never been a better time to take off in online retail than now. To be ideally prepared and competitive, we have compiled the 10 most relevant e-commerce trends for you in this article.

Reading tip: Do you also want to finally get into e-commerce, but are not yet sure which type of store system is the right choice for you? Then click here to learn how online retailers can choose between on-premise and cloud-based e-commerce platforms.

You want to open your own online store and could use professional support? Then feel free to contact us and we are at your side with advice and support.

1. 3D, VR, AR and Headless Commerce

One of the biggest drawbacks of online stores is that consumers can't try out a product before buying it. AR, VR and 3D can largely close this gap. After all, 66% of consumers say they would like to use AR technology to evaluate products. AR (augmented reality) is already being used, for example, in online stores that offer furniture. This involves displaying a virtual product in a real space, while VR (virtual reality) remains entirely in a virtual space, where it presents a product that is also virtual. 3D refers to the (three-dimensional) presentation of the product itself, as is already the case in some online stores.

There is great interest among consumers in such technologies, which is why these forms of presentation will probably continue to develop and spread significantly in the future. So that these personalized shopping experiences can be as technically flexible as necessary, so-called headless commerce can ensure this. It separates the front end and back end of an e-commerce solution so that companies can personalize the front end as flexibly as possible without having to make changes to the back end.

Whether it's Facebook, Pinterest, Instagram or TikTok, choosing a social media platform as a sales channel should depend on your products and target audience.

2. Social Commerce

E-commerce and social networks are more closely linked today than ever before, and it's hard to imagine one without the other. Anyone who wants to offer products or services online is often more successful doing so if everything is connected with an emotional story. And what is better suited for this than social media platforms? There, storytelling arouses emotions in customers for a particular product, which helps them find the online store behind it. The e-commerce trend of social commerce will continue to expand in the future. This is ensured, for example, by the growing trend of instant shopping in social networks.

Reading tip: Onlineshop vs. Marketplace  – Learn how to make the right decision in this post.

3. Hybrid Commerce

In order to survive, brick-and-mortar retail must increasingly expand its online presence in order to survive. Hybrid commerce is therefore more of a necessity than an e-commerce trend. The word "phygital" is being heard more and more frequently in this context: customers want to receive their usual service locally and yet be able to select and order products digitally. As a result, concepts such as Click & Collect have become an integral part of the retail world, especially since the Corona pandemic.

4. Conversational Commerce and Voice Commerce

In addition to social commerce and hybrid commerce, there are other forms of online commerce that are currently spreading. These include voice commerce and conversational commerce. The former refers to shopping via voice command, as is the case with the assistants from Amazon (Alexa) and Google (Google Assistant).

Conversational commerce, on the other hand, involves written exchanges between companies and customers, such as those possible via chats. A study by Wunderman Thompson shows that sales from voice commerce are expected to amount to at least USD 40 billion in 2022.

During the lockdown period, consumer interest in sustainable consumption continued to grow.

5. ReCommerce

As if all these forms were not enough, another trend is currently on the rise: ReCommerce. This is short for reverse commerce and involves renting or selling used products, such as clothing or electrical appliances, online or in retail stores. This form of online commerce has gained in popularity, especially since the start of the pandemic. By 2024, ReCommerce for the fashion market alone is expected to reach a market value of 64 billion US dollars.

6. Sustainability in e-commerce

Today, sustainability is an important aspect that customers pay attention to. It is therefore advisable to focus on sustainability in e-commerce as well. Shipping service providers are also offering more and more options for delivering goods with low emissions. Cooperating with CO2-reduced transport service providers, bicycle couriers or a campaign in the online store in which your shipping emissions are compensated is sure to go down well with buyers.

Another aspect is the topic of packaging. Here, as a business owner, you should make sure that environmentally friendly alternatives are an additional selling point and help customers decide whether to buy a product. Recycled cardboard, organic filling material or compostable plastic are just a few of many ideas.

Reading tip: Do you already know about these 12 subpages that every e-commerce website needs?

7. Subscription Model

The subscription model is currently in high demand in e-commerce. Consumers are therefore increasingly learning to appreciate being constantly supplied with supplies. Cooking boxes are a well-known example of this. Here, customers receive packages with ingredients for selected meals at regular intervals. However, this model is also possible with numerous other products, which is reflected in the fact that the subscription market was worth USD 18.8 billion in 2020.

8. Use of first-party data

The increasing personalization in online retail continues. This is demonstrated, among other things, by the fact that e-commerce retailers are increasingly relying on first-party data. This refers to the company's own data, which the retailer collects itself about the behavior of its customers and can use to improve the customer experience.

Currently, online retailers should look into developing privacy-first technologies so that they can use this technology to improve their online store's data analysis and customer acquisition.

Using first-party data is becoming more popular because it is cheaper than buying data from a third-party vendor. It also makes targeting more reliable and accurate. However, to maintain customer trust and satisfaction, merchants should acquire some basic cyber security knowledge.

9. Machine Learning and AI

Put simply, online stores, for example, can use machine learning to offer potential shoppers a better user experience based on existing data and shopping behavior. You may have already encountered Machine Learning, for example, in the form of tabs titled "Recommendations" or "Suggestions for you". This principle works by adding similar products to the ones you have clicked on in the past. AI-driven e-commerce sales will continue to grow in the future.

Reading tip: In this blog post, we'll tell you 7 tips on how to increase your average order value.

10. Ultra personalization

Big Data goes one step further than Machine Learning. Shopping behavior is analyzed in detail to achieve in-depth personalization. The data obtained is used to create ultra-personalized offers and send them to customers by e-mail, for example. And that pays off: Personalized product recommendations account for a whopping 26% of sales. And the trend is rising.

Of course we are very happy to support you with your e-commerce project. If you have any questions feel free to contact us.

A good omnichannel strategy is an important trend in e-commerce. Since the Corona pandemic, e-commerce has been growing rapidly over the last 3 years. Nevertheless, customers still want the option to make purchases in brick-and-mortar stores. What is the best way to combine online store and retail store?

One way to do this is through showrooms or pop-up stores that allow customers to experience the product before they decide to buy it. Saving a handbag in the online store and reserving it in a brick-and-mortar store so that they can finally view and buy it offline is appreciated by many customers. In the optimal omnichannel strategy, online and offline commerce go hand in hand to improve the shopping experience and thus increase customer satisfaction.

12. Direct sales

D2C stands for direct-to-consumer or direct sales and is an opportunity for the industry to position itself more strongly in online retailing. Manufacturers are increasingly offering their end customers their own e-commerce channels in an attempt to further increase loyalty to their products. Direct subscriptions and loyalty programs are also being used for this purpose, for example. Direct interaction with consumers provides the industry with important insights into how its brands and product ranges are received.

Reading tip: Why Shopify is the perfect tool for a D2C strategy.

13. Blockchain, NFTs and digitalization

Digitization in Germany is progressing steadily. However, many retailers complain about competition from online retail. For both parties to benefit, interaction is essential. This is where the omnichannel strategy comes into play and ensures that online and offline retail complement each other.

Amazon was a pioneer of digitization. Now, to cover the brick-and-mortar market as well, they have introduced AmazonGo - at least in the United States. In the United States, customers can shop at grocery stores without having to wait in line at the checkout afterwards, as Amazon debits the amount from the customer's account. Thus, the interplay of brick-and-mortar and digital commerce provides better satisfaction for users as they can save time.

NFTs (= non fungible token) and blockchain are also gaining momentum due to digitalization. NFTs are non-exchangeable assets that can be proven or transferred using blockchain technology.

It is difficult to say what impact NFTs will have on e-commerce in the future. The big hype around NFTs took place in 2022 - since then, the market has stabilized. For online retailers, this e-commerce trend is nevertheless exciting and can be used in a variety of ways, for example to sell art online, offer collectables, or sell tickets for events in the store.


The current changes in e-commerce are many and some of the technologies are still in their infancy. However, online retailing continues to grow and only those who follow the current trends can remain successful in the future. Nevertheless, retailers should always put user-friendliness and added value for the customer above the technical possibilities. Do we really need augmented reality apps to imagine what a rice stove looks like in the kitchen? Will we eventually order pizza only via voice commerce? We don't know what the future holds, but the way we shop will certainly change fundamentally.

The levels of ecology and sustainability are also changing. For example, more and more emphasis is being placed on reducing packaging waste and the packaging material itself is to become more environmentally friendly. The 2022 amendment to EU packaging law is driving further changes. Among other things, it increases the recycling rate of cardboard and cartons. In the future, it will also be important for retailers to work together with logistics and industry to further drive CO2 reduction in supply chains.

We would be happy to support you in optimizing your online store! Contact us without any obligation.

Frequently asked questions about e-commerce trends

What are e-commerce trends?

There are a few trends in e-commerce, including for example:

  • 3D, VR, AR and headless commerce

  • Social Commerce

  • Hybrid Commerce

  • Conversational commerce and voice commerce

  • ReCommerce

  • Direct sales

  • Subscription models

  • Use of first-party data

  • Machine Learning and AI

  • Ultra-personalization

  • Omnichannel: The perfect link between online and offline commerce

  • Sustainability in e-commerce

  • Blockchain, NFTs and digitalization

What are the types of e-commerce?

There are many sales strategies in e-commerce. The best-known and most popular are B2B (= business-to-business) or B2C (= business-to-consumer). There are also C2C (= consumer-to-consumer), D2C (= direct-to-consumer), or C2B (= consumer-to-business).

What is the most important thing in e-commerce?

There are many important factors in e-commerce. From the customer's point of view, however, these are primarily speed, cost savings and convenience.

Is e-commerce in demand?

E-commerce is enjoying ever further growth. Since the Corona pandemic, more and more retailers are turning to online commerce.

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