Five Things You Need To Know to Prep for the Future of E-Commerce

Despite the presence of well-established online retail giants like Amazon and Zappos, the e-commerce world is a still rapidly shifting and developing space. In many ways, brands and consumers alike are still catching up with the potential that the technology available to them allows. Here we’ll take you through five of the big things that could change the e-commerce game.

1. The Fight Against Showrooming:

This March, a specialty food store in Brisbane, Australia gained international notoriety for posting a sign in their store announcing that visitors would be charged a five-dollar fee for browsing without buying. Why? To combat showrooming, the practice of looking at products in-store to then purchase for less online. According to Adweek, 60 percent of consumers are intentionally showrooming and less than ten percent of consumers are buying from the same website as the store they are using to showroom. For digital natives (i.e. Millennials) that number drops to less than five percent. The browsing fee plan of the Australian store may have been misguided (charging people to browse your goods is not a permanent solution to the problem if you want to keep people coming to your store), but the fact remains that big-box and small business retailers alike are trying to combat showrooming. Best Buy says that the practice is “now dead to [them]’ thanks to year-round price matching policies, a method which Target has also adopted. Brick and mortar isn’t going anywhere, but it is certainly going to have to adapt to a world where buying online is starting to make more sense to many buyers. Which brings us to…

2. A Mobile App Revolution:
More and more of e-commerce will be going mobile. A recent study from comScore also found that 86 million Americans are using their smartphones to shop…

 
 

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Millennial News Feed

Quote of the Day: “The best way for brands to interact with my fandom is by watching the series itself and making references only true fans would know.”—Male, 24, CA

There’s a new rosé for the Millennial bro—a "brosé" if you will. Mangrove Estates’s The Drop, named after the surfer term for breaking waves, comes, of course, in a can, and sports the tagline "Quality grapage, no breakage." The brand designed the product with Millennials in mind: "We wanted a tagline that would sum up the way this brand behaves, not just as a wine but in life, embracing all the good stuff and none of the compromise, exactly what Millennials expect." The Drop will be available for bros to drink this summer. (Adweek

Daaaaamn Ellen! Ellen DeGeneres is expanding her empire to include her own digital network with original programming. The Ellen Digital Network will create content across multiple platforms and collaborate with YouTube celebrity Tyler Oakley, and the two teens from the viral “Damn Daniel” video. It will also star Brielle, a four-year-old viral sensation, and include the best user-generated content from EllenTube. DeGeneres is already a digital powerhouse, with more than 1.1 billion total cross-platform views, and averaging 300 million views monthly on YouTube. (Mashable

The rise of “home-tainment,” is encouraging Millennials to skip the bars and stay in to drink. A recent survey from wine app Vivino found that 47% of Millennials would rather drink wine at home than at social gatherings, restaurants, or wineries—and with access to online streaming, food delivery, and dating apps from the comfort of their couches, why wouldn’t they? Another factor to the growth of home socializing may be their wallets: almost six out of 10 Millennials say that cost outweighs all other influences when deciding what to drink. (Business Insider

Hulu has a new competitor in its sights: cable. At the NewFronts, the streaming service announced they’re focusing in on the 70% of Hulu users that watch their service on smart and connected TV devices by providing more premium content and children’s programming. But the big news is that they’ll be going head to head with cable by 2017, offering live sports, event coverage, and news programming for the first time. Hulu’s subscriber count grew by 33% last year, and our latestmedia tracker revealed that 28% of 13-33-year-olds are using Hulu to watch video content weekly or more often. (Kidscreen

We recently noted that VR has the potential to impact many more industries beyond gaming, including entertainment, and live concerts are next to get the VR treatment. Live Nation has scored a deal with NextVR to broadcast hundreds of future concerts, from “intimate performances to very large music festivals,” through VR headsets. Although it will lack the ambiance of crowds, the technology will allow participants to feel as if they were in the front row and truly experiencing the music. For now, the experiences will be limited to free events, but eventually they hope it will be pay-per-view. (Re/code

Quote of the Day: “Whenever I'm bored, I can always find something to do on my phone.”

—Male, 17, GA

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