In an increasingly technological world, consumer behaviour is rapidly evolving and adapting. Online shopping has gained many fans, turning shopping aisles into browser tabs, and the act of putting an item in a basket or bag into a simple click.

E-commerce is advancing at a rapid pace and has changed the way we buy and sell products. The pandemic accelerated this process, and many brands realised the importance of having an online presence. According to data from Shopify, over 50% of small business owners opened an online store during the pandemic.

E-commerce not only brings convenience but also provides access to a variety of products and services, with the comfort and speed of choice, free from crowded physical stores or queues to try on or pay. After all, who doesn’t prefer to have a product delivered to their door?

As digital becomes more integrated into our lives, online stores take on various forms: brand-specific websites, marketplaces, apps, and even sales through social networks. This week in Portugal, for instance, marks the Online Shopping Day, an event organised by ACEPI with the support of several platforms, offering exclusive discounts for one day. This initiative aims to promote online stores with special offers and discounts on this day.

But in a world with so much choice at every level, how can an online store stand out from the rest?

First, the shopping experience and site experience are fundamental to a successful sale and, of course, to ensure customer return. Artificial Intelligence (AI) should be integrated into these processes to ensure the customer experience is as personalised as possible.

On the other hand, providing a consistent experience both in-store and online is also crucial. The integration of online and offline is becoming mainstream, with companies adopting an omnichannel strategy to stay close to their customers.

Environmental issues and the importance that each brand places on them are also key factors in consumer choices. Brands that adopt sustainable practices stand out in the market. IKEA, Nespresso, The Navigator Company, and H&M are examples of brands from different sectors that are gaining market prominence due to their focus on environmental awareness and sustainability.

Another fundamental point that influences consumer trust is the security and payment options on the website. Secure payments and a range of payment options are essential for building customer loyalty. This aspect of online sales has also evolved; initially limited to credit card and PayPal, payment options now include local apps, service payments, and even instalments. Security in transactions remains critical.

Lastly, but no less important, the platform structure must consider best SEO practices to ensure that the online store ranks well on Google and maintains a low bounce rate.

E-commerce is not a passing trend; it is an essential part of the modern economy. With globalisation and increased internet access, any brand can reach its audience. It is essential for organisations to understand the role of eCommerce in their current and future strategies. Investing in digital platforms, optimising user experiences, and using artificial intelligence to personalise offerings are steps that ensure market relevance.

Additionally, eCommerce platforms offer the flexibility that small entrepreneurs need to start their online businesses. Many businesses begin solely as online stores and, only after stabilising in the digital world, open their first physical store. It’s important to note that eCommerce is not just about selling goods. There is an entire world to explore: courses, experiences, travel...

These platforms will play a fundamental role in business development and, in some areas, will even shape the future of this sector. But they also bring new opportunities and challenges.

Therefore, we must keep up with these changes in a constantly transforming environment.

This article was published in nº89 of Grande Consumo magazine.