4 Trends That Dominated E-Commerce in 2013

1. Scalable logistics and fulfillment.

Explosive growth was the holy grail of retail sales. But on the back-end of the operation, many e-commerce providers found that fulfillment and logistics couldn't keep pace with customer demand, especially when it came to quick and instant. To more accurately calibrate fulfillment capabilities with sales benchmarks, online retailers insisted that third-party logistics (3PL) providers demonstrate their ability to quickly scale for higher order volumes with no degredation in quality or speed.

2. Real-time personalization.

Personalization has become a marketplace essential. Consumers want the ability to tailor product details to their personal preferences in real time. As a result, online sellers were counting on 3PL providers or in-house teams to add personalized features (e.g., monogramming, personalized messaging and custom packaging) to orders without interrupting fulfillment and shipping schedules.

3. Cross-channel experiences. 

Seamless, cross-channel shopping experiences were a must for retailers that wanted to connect with multichannel consumers. With more and more consumers performing shopping activities through a variety of channels (often simultaneously), retailers needed to provide consistent experiences across a diverse range of touchpoints. This meant logistic providers needed to help retailers ensure an accurate view of real-time inventory, regardless of whether that inventory resides in a store or a warehouse responsible for e-commerce fulfillment. This would enable consumers to shop where and when they wish to shop, resulting in more consistent brand experiences throughout the buying cycle.

4. Branded delivery.

The brand shopping experience didn't end until the package arrived at the customer's doorstep. To maintain consistency from online browsing to delivery, retailers moved away from the standard brown box and using branded delivery packaging that featured various shapes, colors and sizes. For multichannel brands, this allowed for an experience that's similar to an in-store experience. For near-luxury brands, it can be the differentiator that sets them apart from the competition. Online retailers are also investing more in back-end warehouse options to improve shipping speed and convenience.

The best retail brands recognize that constant evolution is a requirement for successful e-commerce. Although the idea of once-and-for-all e-commerce infrastructure is a pipe dream, the incorporation of key trends and developments in e-commerce strategies can go a long way toward helping your brand stay ahead of the marketplace.

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