• Multiple Payment Options: The more ways customers can digitally pay for their online purchases, the more likely they’ll hit the buy button. Credit and debit cards, third-party services such as PayPal and Apple Pay, and electronic checks are well-known forms of digital payment. Some online businesses now accept payment via Venmo, Zelle and other mobile apps typically associated with peer-to-peer transactions. For brick-and-mortar retailers, especially, contactless payment technology must be implemented. This checkout process is convenient and touch-free – two benefits consumers are looking for today.

• Multiple Fulfillment Options: The best-case scenario for order fulfillment boils down to two words: fast and free. These days, even two-day delivery seems like a long time when consumers can opt for same-day delivery. In addition, many businesses with both online and physical storefronts now offer hybrid fulfillment options: Customers can buy online and pick up their purchases in-store (BOPIS) or curbside (BOPAC), and they can also buy online and return in-store (BORIS). Similarly, some brands without a physical presence are teaming with those that do, so online shoppers can return their purchases at a brick-and-mortar location for free.

• Virtual Shopping Using Advanced Technologies: Artificial intelligence, machine learning and augmented reality are some of the technologies that continue to gain traction in ecommerce. Use cases include personalized product recommendations and interactions based on previous shopping history. Customer service chatbots, virtual product try-ons, and other forms of experiential retail are also gaining traction. Verbal ordering via a digital assistant, such as Alexa or Siri, on your phone, home smart hub, and even your TV remote control have come a long way. Voice search is growing in popularity, which directly influences search results and shopping outcomes. Ecommerce sellers must remain cognizant of changes in search so they can optimize for future sales. At minimum, make sure your ecommerce site is optimized for both mobile voice search by prioritizing the kind of information people ask for, such as website, physical address, contact number, and business hours.

The rise of ‘The Intelligence of Everything’ will deliver the promise of connected experiences.

We’ll see AI become more well-rounded and go beyond the intellectual functions we associate it with today. We’ll also begin to see it evolve into emotional, creative, and relational intelligence and other more abstract qualities. In this way, artificial intelligence will actually make brands more human, giving them the capability to better understand their customers’ context and emotional state, and be able to connect with them more empathetically across all channels.

AI will become pervasive across the organization to benefit retailers and consumers.

Traditionally, AI has felt reserved for a select group of technologists in certain areas of the business-like marketing or data science. We’ll likely see this continue to evolve and the use of AI will move beyond just these areas and help brands centralize data from all over their organizations to drive better agility, understand their customers more, and drive better outcomes.

Using technology to help eCommerce become human-centric.

In 2022, we’ll also see more of a shift to human-focused automation. We need humans to tackle the more complex tasks, while offloading the more uncomplicated tasks. That’s where automation comes in. This enables organizations to scale and focus on essential work requiring a human touch, such as designing better processes, delivering higher-touch customer experiences, and driving true transformation, without the risks that presented this innovation in the past.

Consumers want to feel that brands care especially during times of hardship, and AI is here to help. There’s no doubt AI and automation will be in the spotlight this year. Still, it will be critical for businesses to properly use the technology to establish trustworthiness and empathy with their customer base to build long term customer relationships and in doing so, improve their bottom line.