We know one thing after 2020 and all it brought. As consumers and as ecommerce entrepreneurs, the pandemic changed everything. Are you hopeful that things will get back to normal now that we have begun to recover from the pandemic?

It’s unlikely, let’s be real. We’ve been thrown into an extremely strange, scary, and uncertain world over the past three to four months. Ecommerce businesses, large and small, are being put under immense pressure by rapid inflation and a coming recession. What does the future look like for eCommerce with these two things at our doorsteps? Although we don’t have a clear vision or a chief futurist on staff, here are some things that we have observed.

The eCommerce Game Has Changed with COVID

It’s impossible to ignore it. The eCommerce industry has changed for the better. Online shopping exploded during the pandemic. People didn’t want too much to risk getting sick and wanted to shop online. Some eCommerce companies suffered huge delays in shipping and stores started offering more pick-up options.

The surge in online orders was not anticipated and caused shortages. Retailers have been trying to be ready for the surge in online orders over the past year. So they order more stock to avoid missing sales and having shortfalls. This can be both a good or bad thing depending on your perspective. Online sales are slowing, so many online retailers have more inventory than they can sell.

What will happen now that things are back to normal?

Nobody is 100% certain. We are not fortune-tellers. We are seeing a decline in organic (SEO)demand right now. People will not resist buying from Target or Walmart and then picking it up at the store 30 minutes later. They rush to the store in large numbers to experience this shopping experience. People have cabin fever because they crave instant gratification. They can either order online and pick it out, or they prefer to go to a physical store to do some shopping. It’s kind of strange, right?

For eCommerce businesses without brick-and-mortar locations (or a small number of them), panic is setting in. Normalization is a term that describes a drop in numbers from last year. This can hurt your bottom line. You may be wondering what’s happening and whether your marketing dollars are being put to good use. The short answer to your question is yes. Online marketing is still important. The decrease in traffic you see could be even worse.

What does this all mean for online businesses?

The bad news? The bad news? Branded search is also shrinking.

Consumers are less loyal to brands and are flocking to Amazon to get free shipping and to find cheaper versions of products. Many businesses selling through Amazon are doing well. Amazon products are also more prominently displayed in Google searches.

Is consumer confidence decreasing?

Not necessarily. The eCommerce industry has seen a rise in sales over the past two and a quarter years. This is a precedent that will not be repeated.

Remember that everyone wanted to “stay at home to be safe,” so they bought more online. They feel more comfortable shopping in-store and are no longer doing this. Companies have projected huge amounts for 2022-2023 and it isn’t realistic.

Because they are scared of the possibility of a recession, consumers are more price-conscious. Because it is easier and more affordable to shop at Amazon, they will often choose to go to Amazon over other places. Who doesn’t love the free shipping, great reviews, and low prices? Amazon is a great company, but it’s not great for other direct-to-consumer businesses that can’t match the 500-pound gorilla.

What can we do?

Adobe’s CEO Shantanu Narayen’s email or text message marketing can prove to be extremely effective. It is a great way to remind consumers about your products and start a conversation. Make sure to invest in this medium.

Track your attribution

Tracking cookies are rapidly disappearing, unfortunately. Due to GDPR and CCPA and consumer privacy concerns, tracking cookies are on the verge of disappearing. Attribution must be at the forefront of your attention. It’s also the way the customer learned about your product or service and decided to buy it.

You can track how people interact with your campaign via email, SMS, or Facebook. This will show you where your marketing dollars are going and which channels would work best. This data will help you identify the most important marketing channels for your customers.

SEO is more important than ever

SEO is still important, even though you might not believe it. Where do you start when you want to buy something? Google. To be noticed, your products must be at the top. It is often assumed that the top products are the best. It is impossible to be found at the top of search results. Keep in mind, however, that potential customers might discover you via Google and then buy from you on Amazon (if they sell there). It will be difficult to determine your return on marketing investment.

Consider the customer experience

Your shopping experience should be as easy as possible. Amazon’s success is due to its simplicity. Simple products such as batteries and phone cables are a great examples of Amazon’s success. Generic commodities are the best. These types of products are difficult to distinguish if you offer them. The only way to stand out is through pricing and customer service.

You must focus on the customer experience if you are selling more specialized products.

This can be done through email marketing, the buying journey, and other methods. People will often pay more for personal, easy services if you charge more than Amazon.

Be aware that consumers are not one-dimensional

There are no paper dolls. Consumers shop in many ways and for different reasons. While they may love Amazon’s great deals, there are many other reasons why they might shop elsewhere. It’s crucial to pay attention to how you market to them, what differentiates you or the value that you bring, and the user experience on your app, website, and app.

Are you sending them emails to get their attention? Are you able to hook them with your website content? Are you able to make their shopping experience and track their purchases easy? These are just a few things to consider. You must lead people in the right direction. People don’t just come to your aid. You can’t lead a horse to the water, but you can make them drink. You can make a better chance with the right SEO, email marketing, customer experience, and other marketing tools.