eCommerce Trends 2020 Report

4 min readDec 18, 2019

Summary of the 7th edition of the global report on emerging technologies for online sales.

In this report, we investigate 40 trends in eCommerce, rate them according to the opinions of over 250 eCommerce experts, and dig deeper into the most crucial among them.

Key Learnings

Going mobile for higher CR

Multiple mobile-related trends moved to key positions in the ranks.
User demand for mobile-first solutions is high and brands are using modern mobile apps, social media and payments to improve conversion rates

The future lies in AI

Artificial Intelligence is the №1 trend for future eCommerce. Widely used in other fields, from AR to IoT, Artificial Intelligence supports brands in understanding data and delivering customers highly- related suggestions.

Security is at stake

Companies are pushing new solutions to market but numerous security concerns arise — many of which will only be revealed in the long term. The global approach to data security must be rethought.

Asia sets the new standard

Asian markets outgrew many legacy technologies and are now focussed
on the development of emerging technologies, like cryptocurrencies, AI, chatbots, and moving the perception of online sales and customer behaviors to the next level.

Technology natives win

Companies with digital technologies in their DNA win globally. Quick adoption of new solutions to changing needs of customers allows them to spot niches and deliver new values.

Investments made in 2019

Mobile came out on top in many aspects of the investments made in 2019, from the most obvious (apps and payments) to indirect trends like social commerce or marketplaces which are massively used via mobile devices.

Mobile-related technologies, like payments, native apps, PWA, and the mobile-first approach are strongly presented.

South Korea leads in the use of emerging technologies, including VR, AI, and customized products.

Social commerce is becoming one of the leading channels of communication between customers and brands.

Investments with the highest ROI made in 2019

Mobile payments are used as a solution to low conversion rates on mobile devices.

Social Commerce (selling via social media) presents a strong alternative to traditional eCommerce and reaching users already engaged on social media like Instagram, Facebook, etc.

The presence of Cryptocurrencies, AI, and IoT reveals their great potential, as well as the growing trust in these technologies. Only a year ago, eCommerce managers were less confident about these technologies.

Investments planned for 2020

Security will continue to be one of the greatest focuses in eCommerce. With changes in technology, shopping patterns, and user behaviors, sellers will have to provide solutions ensuring the trust and safety of shopping processes

Security remains the number one trend that lies at the heart of customers’ trust.

Social media entered the path of online sales and won’t be going anywhere as eCommerce features bring more traffic, more engagement, and more profit.

Mobile apps are still a more commonly planned investment than PWAs, but the market for mobile sales is huge and these two solutions can coexist.

Content marketing is a long-lasting trend that we’ve seen in the top trends since 2017.

Trends with the highest impact in next 5 years

With the increasing usage of AI, Cryptocurrencies, VR and other emerging trends, we should expect new and revolutionary ways in which customers approach online shopping across the globe.

eCommerce Trends Matrix

Full Report: 120 Pages

View the rankings and read expert opinions on the trends that will change online sales in the future. Get a brief overview of 12 key trends here, or download the full report to view all the data gathered by Divante and Kantar.