The world of ecommerce is evolving rapidly, and staying ahead of the curve requires a deep understanding of the latest trends and technologies. As we step into 2024, we'll explore the key features that online businesses should consider to stay competitive in the everchanging digital landscape.

1. Mobile-First Design

In an era where mobile shopping continues to surge, having a mobile-responsive website isn't just an option—it's a necessity. However, having a website that is responsive is no longer enough. Numbers suggest that customer-focused sites receive around 60-70% of traffic from mobile devices, so you need to prioritise those customers to ensure their experience is as good as it can be. A mobile-first design approach ensures seamless and intuitive browsing and purchasing experiences for your mobile users, and a good mobile-first design can grow upwards for those on larger screens.

2. Search

As website users become less patient, they are increasingly likely to use a search to find what they want rather than using the navigation. For this reason, you need to have a simple, clear and consistent search facility. You also need to highlight key elements in the results, perhaps grouping by content type, and also provide a way for users to filter  down the results to find what they want. You can also look at integrating voice or visual search technology allowing customers to find products using images or by speaking rather than typing text. Implementing this feature streamlines the shopping process, making it easier for customers to find what they're looking for.

3. Augmented Reality (AR) and Virtual Try-Ons

At the very least you need to provide high quality product images showing the item itself, and where possible also have a lifestyle shot so customers can more easily imagine themselves using or wearing the item. You can enhance customer confidence further by offering AR-powered try-on experiences. From trying on clothes virtually to visualizing furniture in their space, AR enhances the shopping experience and reduces uncertainty.

4. Fast and Seamless Checkout Process

Minimize cart abandonment by ensuring a streamlined checkout process. Make sure you’re only asking for the information you need, and consider breaking the page into steps to keep the pages as simple as possible.

Offer multiple payment options to give customers a choice, and reduce the risk of them not having details to hand. Payment options such as PayPal are great for customers as they can just log into their account, and for mobile users offering ApplePay or GooglePay makes things even easier as they can pay using their thumb.

It’s always useful for customers to create an account, but consider a guest checkout process to reduce friction, and then offer an account once they have paid.

You can also implement a basket reminder – sending registered customers an email reminder of the item(s) in their basket. Sometimes customers are comparing prices across different sites, but sometimes they are distracted and a reminder can help increase overall conversions.

5. Sustainable Practices

Eco-conscious consumers demand sustainable options and will often use this as a factor when choosing where to buy from or which item to purchase. Highlight eco-friendly products, packaging, and practices to attract environmentally-aware shoppers.

Also, if your products are locally produced, showcase the provenance as this can also be a key factor in the purchase decision.

6. Social Proof and User-Generated Content

Incorporate customer reviews, testimonials, and user-generated content to build trust and authenticity. Customers increasingly turn to reviews to help in the decision-making process and are looking for honesty as well as the number of reviews. Third-party providers can help with gathering reviews and also show a level of trust.

7. Analytics and Data-Driven Insights

And almost the most important factor of all is to utilize analytics tools to gather insights into customer behavior, preferences, and trends. Data-driven decision-making ensures you're continually refining your strategies and reacting to what your customers need.


As ecommerce evolves, and customer expectations rise, adapting to new trends and technologies becomes a necessity for success. Embracing change and innovative shopping experiences ensures your online store remains competitive and customer-centric. By integrating these must-haves into your e-commerce strategy, you'll be well-positioned to thrive and provide exceptional experiences for your customers in 2024 and beyond.