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What the e-commerce industry should do to respond to Mary Meeker’s trend report for 2017

e-commerce industry should do to respond to Mary Meeker's trend report for 2017

Last May, Mary Meeker’s annual trend report was released. It is a highly anticipated report every year. It is considered by many to be the most important publication on technological trends, and it affects businesses as well as analysts and journalists. Today we will tackle the most crucial trends for e-commerce and we will give you tips to stay ahead of the race.

E-commerce is growing rapidly and competition is growing. Current e-commerce statistics indicate that 40% of internet users worldwide have purchased products or goods from a computer, smartphone, tablet or other online device.

If you want to stay ahead of the competition, you must keep up to date with the latest e-commerce & internet trends and statistics to achieve the best results. Whether your business is large or small, success requires the preparation of a powerful strategy, testing to find out what works best and where to invest your time and effort.

Mary Meeker’s report provides insights into what to expect in the near future.

Generation Z takes power

Generation Y (born after 1980) is no longer at the center of attention as Generation Z (born after 1995) emerges. We can expect Generation Z members to become the business influencers of tomorrow.

Generation Z kids are multitasking and multi-screen, and have different media habits. They live in a world of constant news and they assimilate information faster than any generation, thanks to apps like Snapchat or Vine. They were born in a world driven by technology, which caused a significant impact in their expectations. They expect constant progress and can not do without their technological devices.

With an average of 5 screens at a time versus 2 for older generations, Generation Z is a media generation, more creative and more image-centric than the previous generation.

What does this mean for e-commerce?

It is possible that we are witnessing a transformation of marketing methods with this new generation. With stronger adoption through multiple apps and screens, Generation Z’s attention is divided and e-commerce marketers may need to extend the reach of their campaigns to ensure that you are visible in the right places. It is necessary for e-commerce companies to adapt to the expectations of their new audience so that their success continues.

Messaging apps are gaining weight

Wondering where services like WhatsApp or Snapchat are going? The messaging platforms all offer integrated features including e-commerce, messages, calls, stickers, and turn into one-stop shops. By offering a wide variety of integrated services, the popularity of these applications is exploding and they are constantly growing .

Last February, Viber announced its transition from a messaging-only application to an integrated platform with new e-commerce features. The app will present its users with properties for sale based on their conversations in the chat application: this is a new way to monetize its audience.

Messaging apps have a larger audience than social networking platforms with over 3 billion active users per month on all 4 major messaging apps. It’s more than the 4 major social networking platforms.

Other companies are keeping an eye out. Facebook’s decision to redirect users to another application, Messenger, to chat with their friends, proves that social media leaders are following the trend to stay in the running, with rivals like WeChat already meeting with great success in China, despite it’s twice as small as Facebook.

As cats applications become an increasingly important point of engagement for brands and businesses, more and more companies could follow the trend and start selling directly from their platforms.

What does this mean for e-commerce?

E-commerce companies need to start thinking about distributing content through messaging apps for more consistent and personalized marketing. They should also get a head start and seize the opportunity to sell products through messaging apps if they can, to expand their reach to a younger, more global audience

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