The Future of Commerce – Topics, tips & trends

The digital market is developing constantly and at an extremely rapid pace: 
As an elemental part of our daily life, it influences the world of commerce and also our purchasing behavior significantly. 

The figures published by Ecommerce Europe this year demonstrate this:

In 2013, European online B2C sales increased by 16.3% to € 363 100 000 000. The following three countries account for 61% of the total European B2C E-commerce sector:

1.    Great Britain 
2.   Germany  
3.   France 

For other figures from the Ecommerce Europe study, see: ECOMMERCE Europe

Source: ECOMMERCE Europe


Visual Commerce - The magic of pictures

Is the pullover soft, is it the right color and size, is it the right brand?

Various factors motivate the decision to purchase a particular product. However, the process is always managed visually.

Studies and statistics on this topic analyze the influences of psychology, lessons learned, and marketing, and they reveal their interrelations. In summary, it is possible to say: We as individuals are influenced by our emotions and our visual perceptions when it comes to purchasing decisions. Consciously or unconsciously – the visual element influences our purchasing decisions significantly. 

•    large pictures
•    Product videos
•    interactive content
•    Installations
•    Gamification 
•    Animations

Visual commerce can be used to supplement print, but its possibilities are nearly endless. Frequently it is assumed that marketing and visualization can be transferred from print to digital forms. This is a basic mistaken assumption: Visual commerce has its own laws.

Here's an example:

A customer purchases products such as toothpaste, detergent, and rice online. By contrast, she purchases meat and vegetables in the supermarket or at the weekly farmer's market.
Why? Because she values freshness, quality, and regional products. The purchasing experience for these products goes like this for her: She looks at the vegetables or meat, touches the product, smells it or estimates the individual portions. However no online supermarket can or will be able to offer her this experience in the near future. 

How is it possible to induce these customers to purchase these products online? Trust, quality, origin, and condition play a central role. And this is precisely where the "magic" of pictures begins. 

But pictures alone cannot sell: Appealing and clear product information and quality characteristics are other important components for a successful sale. Lending support are videos and interactive content, which demonstrates the processing or manufacturing.

Furthermore, there are also differences in visual commerce: What is absolutely necessary for meat should be used more subtly for other products, such as drills or construction material. There, the focus is especially on the functionality. Classy, lighted-up products that were photographed from an exciting angle do not fit the bill here. However, emotions are important here too: If a customer is persuaded by the technical details of a drill, he is motivated to purchase more quickly by close-up pictures and product videos. In this case, the unconscious emotionality is addressed.

Why are pictures and videos, etc. so important?

Visual content is important and will be ever more important on the customer journey. Visual commerce can open up many possibilities for customers and steer them in goal-oriented fashion.

A good example of visual commerce is Prada's e-store: Emotions are generated with large pictures, with videos about the manufacturing and handling. The brand demonstrates its quality and put the unconditional focus on the products. Other marketing methods are video and print campaigns:


Posted on June 30, 2014 .