eCommerce Customer Experience - what technologies do consumers want?

Within the eCommerce landscape, customer experience reigns supreme. For some time now, it has no longer been about delivering a product or service alone. It's about creating meaningful interactions and forging lasting connections with customers. At the heart of this journey lies technology, continuously evolving to meet the ever-changing needs and expectations of consumers.

In a recent study, ConsumerX asked customers what they want to see and it sheds a very interesting light on this ongoing discussion.

What technology do consumers want to see from their favourite brands?

The ConsumerX survey was answered by almost 6000 consumers across 12 countries, aged 16 to 94. The top shopping experiences customers want to see are...

• Augmented Reality (35.6%) - We have covered the use of AR in eCommerce before, so it does not surprise us to see this at the top! Being able to visualise products, be it fashion or furniture, is so important for conversions. A study by Harvard Business Review found that the likelihood of a customer purchasing a product was 19.8% higher than customers who did not use AR.
• Virtual Shopping Assistant (31.7%) - If you're not hitting the high street with your friends, then how can online shopping become more personalised? Customers want to see shopping assistants to enhance their experience and make it feel like they're in-store. Powered by artificial intelligence (AI) and machine learning algorithms, these can provide personalised recommendations tailored to the customer. 
• Live Streaming/Live Shopping (31.3%) - Live broadcasts are continuing to grow, especially alongside the influencer space. For example, live make-up demonstrations not only feature tips and tricks but also product recommendations that customers can purchase during the stream. Who needs expensive and sharp videos when a livestream can achieve more? 
• Metaverse Shopping (19.2%) - A lower number than expected, especially with 34% of retailers having a presence in the Metaverse. However, it should be noted that many brands are using it for advertising rather than selling real-world items and digital goods.

An exciting time for customer experience technology

As an eCommerce recruitment agency, we are of course most excited about the opportunities this technology brings to the job market. Companies should keep an eye on the skills within the team and ensure they can keep up with the competition who may be already investing in these popular customer technologies.