What are the biggest trends in digital marketing and e-commerce? - Kalkine Media

September 22, 2020 02:41 PM AEST | By Edita Ivancevic
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  • Having a digital business is not easy – different trends are arising, so a lot of work needs to be done in order to oversee them and beat the competition.
  • In e-commerce and digital marketing, influencers have shown a big role, as their audience would psychologically “relate” to the product they advertise.
  • Some of the biggest trends in digital businesses in 2020 include transparency, content marketing, customer and user experience, pay-per-click, visual identity, sustainability, and more ways to pay.

In an era where technology has surrounded us in all places, competition is on the constant rise. It is not easy to maintain a digital business if certain trends are not being followed, especially if digital experts are not aiming for the development of their content and service they offer.

Due to the pandemic situation, people chose to do shopping from the comfiness of their homes and spend more time using smart devices. During that time, influencers and brand managers who work via platforms like Instagram could have transformed their content and create brilliant product strategies.

Do read: E-commerce Emerges as Winner from COVID-19 Turmoil

However, to be successful in any type of digital business, it is crucial to know what the bigger picture will be – how will the products be presented, who will advertise them, what design will be used and so on. That is why digital and social media experts need to focus on trending topics and styles, not just taking photos as many may believe.

Here are some of the most popular trends that marketing and e-commerce experts have implemented in their digital businesses:


Nowadays, most people prefer using mobile phones than any other gadgets, mostly due to their convenience. Platforms like Instagram have taken advantage of this trend and made a special feature called Instagram Shop, which connects the app with any e-commerce business.

Interesting read: My Experience with Mobile Phone: Then and Now, the most Preferred Phone in Australia

Instagram Shop offers personal experience and tailors ads that are connected with that particular user. There is separate shopping experience in the Explore section, but pay-per-click shopping is also available on the brand’s account, if they allowed shopping as such. Product image, description and price are available for businesses and individuals to use in their posts and stories.

With this feature, Instagram and other similar platforms have transformed the way users shop and have also made digital marketing and e-commerce collaborations possible. That said, many businesses have decided to invest money in pay-per-click, as the trend has seen a constant rise.

Also read: Facebook Inc.: Deployments Towards Messenger, Instagram And WhatsApp

Visual identity

Studies have highlighted that majority of people are visually orientated and are expected to respond positively to the pleasant visuals online. Businesses often decide to invest a lot of money into web designers so the visual experience would be as satisfying as possible.

Visual identities are built over time with a respected cost, depending on how recognisable the business wants to be. Online platforms and big businesses such as Facebook and Instagram change their appearance frequently, as their experts follow digital trends that can change within few months.

On the other hand, e-commerce businesses tend to have the same design for a lot longer than just a few months, because they want to be recognisable within their audience. That trend is mostly seen within the retail and fashion industries, when audiences can recognise a brand just by a glance at their logo.

Customer and user experience

Digital and e-commerce businesses need to target individuals and tailor experience that is personalised for them only. By doing so, customers and users get a feeling of being special and not being just numbers in the capitalism system. Businesses that focus on individuals rather than groups tend to be more welcomed and recommended to friends and family.

The other thing that e-commerce businesses have noticed is that consumers want to have fast and efficient shopping experience. A clear product selection, fast shipping and efficient check-out are some of the most desirable features consumers hope to find in a business they want to engage with.


Number of consumers are expected to run away from a business if it does not offer complete transparency about its products. Building a brand should be more about providing all the necessary information about business policies and list of ingredients, rather than having a nice web design with no transparency.

It is essential to understand the audience and what they would want to know about the brand or the business. Another factor that is important is gaining consumer’s trust by helping them understand how and why the product will solve their challenges. This trend is being considered as one of the most important in 2020.

Content marketing

Digital marketing experts have pointed out that content writing is vital for the whole consumer experience.

This is probably the most challenging trend businesses need to overcome, as they need to truly understand their audience and what they want to read about, while maintaining the business’ brand. Social media is the most powerful tool to achieve a great digital strategy, as it is more open than the actual business website.


As global warming is getting worse every year, people have been more aware of ways how to protect their planet. That said, consumers want to see products coming from sustainable sources, or simply businesses having a green plan.

Collaborations made within corporations and recycling businesses have been popular lately, and people have been engaging in them by collecting specific waste (e.g. oral care products, razors and similar), which businesses make benefits of.

More ways to pay

Consumers are more satisfied when businesses offer more ways to pay – various credit and debit card types, BNPL apps, Pay Pal or Apple Pay, the list could be endless. But that is what consumers want.

By implementing different payment systems, businesses are making sure that their consumers have acceptable way of paying. For future payment ways, it is expected that there will be even more developments, such as having a personalised code or ID for payment finalisation.


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