Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition touch on topics such as generative AI, recommerce, online budget hacks, the popular social network TikTok and product returns.
Key Findings
Trend no. 1: Intuitive E-Commerce
The rising influence of digital channels among consumers is putting pressure on companies to improve the online experience. This is becoming possible due to evolving data-gathering strategies and emerging technologies, from AR to IoT to Gen AI. These advances have the potential to transform the online shopping experience, leading to one that is more intuitive.
Trend no. 2: TikTok Economy
Digital consumers are flocking to TikTok and Douyin, twin social media platforms that have embraced short-form video content. Brands are striving to promote their products and services on these platforms, but some of the viral trends that are doing the most to boost brand sales are emerging organically from users on those platforms, without any direct brand involvement.
Trend no. 3: Outsmart Online
Against a backdrop of mounting macroeconomic uncertainty and increasing digitalisation, consumers are increasingly seeking out online platforms dedicated to rooting out the best deals. However, more and more consumers are utilising these platforms in ways that brands do not intend – and, increasingly, in ways that brands disapprove of outright.
Trend no. 4: Recommerce 2.0
Recommerce is surging and evolving globally, driven by environmentally conscious, thrifty and tech-savvy younger consumers. Brands and retailers recognise the potential of the market and are actively adopting various strategies to enter it, mirroring the convenience of e-commerce, and making recommerce more widely accessible across geographies and product categories.
Trend no. 5: Revamped Returns
Consumers have long wanted hassle-free returns, but delivering on that expectation has not been without challenges. The convergence of trends like the rise of e-commerce, the closure of stores and more sustainable strategies is moving returns up the industry agenda. New technologies and partnerships are paving the way to a revamped return experience.
Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on the vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow
Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Identify factors driving change now and in the future
- Understand motivation
- Forward-looking outlook
- Briefings and presentation should provoke lively discussion at senior level
- Take a step back from micro trends
- Get up to date estimates and comment
Table of Contents
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Alibaba
- Naver
- Expedia
- Zalando
- Wayfair
- TikTok
- Douyin
- ByteDance
- McDonald’s
- Betty Crocker
- Hai Di Lao Hot Pot
- ShopBack
- Temu
- American Airlines
- CRZ Yoga
- Xianyu
- Vinted
- Lindex
- Tradera
- Taitonetti
- Decathlon
- Reverse.supply
- Loop Returns
- About You
- Happy Returns
- Best Buy
- Gunner Kennels
- Shopify
