Emerging eCommerce Consumer Behavior Trends to Watch in 2024

Having been around since the 1990s, the popularity of online shopping is nothing new. But as eCommerce starts leading the race for the most convenient shopping method, purchasing products on the internet will inevitably continue as a trend well into 2024. 

A study by Statista shows that in the short time frame between 2020 and 2023, there has been an increase of 23% of eCommerce users in the U.S. alone, or from 208 to 270 million users. That number is expected to surpass well over 300 million users by 2028.

There are plenty of motives that have driven these people to shop virtually:

• the convenience of shopping whenever you want
• the possibility to browse a huge selection of products (which physical stores don’t always have)
• the ability to compare prices 

But what’s more important to note is that people are buying products online not once but multiple times in a month or even a week, as another survey claims – more precisely, 20% of respondents claimed to make an online purchase once a week and 31% to buy something online at least once a month.

Gone are the days when customers solely focused on finding the best deal. It’s not that they’ve stopped altogether looking for good deals, but have started investing in products that might be more expensive but more durable as well. 

In 2024, customers are becoming increasingly discerning. They are looking for products that will last beyond the latest fad, items that are well-made, and built to withstand the rigors of everyday use.

Klarna reports that 64% of U.S. buyers interested in designer clothing take high-quality materials as a determining factor in purchasing a product.

In other words, stores that can demonstrate their commitment to quality and authenticity are most likely to earn the loyalty of customers. One way to ensure your products are of customers’ standards is, of course, partnering with a reliable supplier. 

Quality is becoming the new currency of consumer trust, and online businesses that prioritize these factors will thrive in 2024 and beyond.

Check out: Ultimate guide to starting high-ticket dropshipping

Once considered a luxury but now becoming the new standard, the demand for fast shipping will only intensify as we look ahead to 2024.

The Retail Industry Leaders Association states that over 90% of customers see 2-3 day delivery as a norm.

That explains why over 20% of U.S. shoppers have been abandoning their shopping carts – along with extra fees and the obligation to create an account, slow delivery is among the top three reasons why customers aren’t going through with their purchases.

Investing in efficient logistics and delivery systems will be crucial for your online business to stay competitive.  

It’s no secret that customers react quite positively to eCommerce stores that add a personal touch for their buyers. So, if this has been sitting somewhere in the back of your mind, it’s time to make it a priority.

McKinsey research shows that up to 71% of customers expect stores to provide them with a personalized shopping experience.

By using customer data and advanced analytics, such as CDPs, your online business can gather insights into their shopping habits and preferences. 

This data can then be used to create personalized recommendations, targeted promotions, and even virtual fitting rooms.

Social media platforms are no longer used just for staying connected with friends and family. In 2024, they will continue being transformed into powerful tools that shape consumer behavior and drive product discovery.

One of the key reasons why social media will continue to influence customers’ purchasing decisions is the rise of influencer marketing.

Influencers who have a large following on social media platforms have become trusted sources of information and recommendations for consumers. When an influencer promotes a product or service, it can have a significant impact on the purchasing decisions of their followers. 

As a result, more and more people turn to social media platforms when it comes to discovering products they might be interested in.

According to research from Salesforce, 50% of respondents have used some social media app to discover products.

On top of that, advanced features like Instagram’s and Facebook’s shops allow customers to buy directly from your social media posts. 

The same research shows that 60% of respondents have also reported to have bought a product directly from social media.

With over 3 billion people watching them at least once a month, videos have become the preferred medium of content consumption, particularly among younger generations which is why you should incorporate them more often into your content marketing strategies next year.

Whether it’s product demonstrations, behind-the-scenes footage, or customer testimonials, video content has the power to captivate and resonate with consumers like no other form of content. This is because videos can convey emotions and storytelling. 

Wyzowl’s survey on video marketing reveals that up to 90% of respondents have said they prefer to see more videos from retail brands and that over 50% of them were highly likely to share that content with their acquaintances.

The same survey goes on to report that video content had brought to over 90% of interviewed marketers improved brand awareness as well as an increase in traffic.

Check out: Best content marketing ideas for your dropshipping store

In 2024, TikTok is set to become the go-to platform for social commerce, accumulating over 150 million users so far. 

TikTok’s unique features, including its seamless shopping experience, algorithm-driven content curation, emphasis on user-generated content, highly engaged user base, and viral nature, are what have positioned it as the most popular platform for social commerce. 

56% of TikTok users say that TikTok ads have helped them discover products, while 76% are likely to turn to posts that have trending hashtags when considering buying a product (TikTok for Business).

What’s more, out of all age groups, Gen Z-ers seem to dominate the platform, with 43% of Gen Z customers using TikTok for product discovery much more often than Google (Jungle Scout).

As the platform continues to evolve and innovate, you should start embracing TikTok as part of your marketing strategy and your online business will undoubtedly reap the benefits of the platform.

Check out: Best TikTok ads examples

Voice assistants, such as Amazon’s Alexa, Apple’s Siri, Samsung’s Bixby, and Google Assistant have become a part of the everyday routine of many people for various reasons – whether it’s for providing navigation, scheduling alarms, listening to music, look up information, or online shopping.

Currently, there are around 145 million voice assistant users in the U.S., expected to grow to close to 170 million users by 2027, discloses Insider Intelligence.

Having that in mind, the next necessary step is optimizing your online store and marketing campaigns to cater to voice search. 

This includes sticking to natural and conversational language, using long-tail keywords, prioritizing your local and technical SEO, and auditing your site’s content to ensure your products and services are discoverable through voice-activated devices.

As you prepare your eCommerce business for 2024, it’s clear that consumer behavior won’t stop continuing to evolve and, with that, constantly shape the retail landscape. 

Businesses that adapt to these emerging trends and prioritize customers’ preferences, including convenient shopping, quality trending products, personalized experiences, fast shipping, video marketing, and voice commerce, will fit in just fine in the newly changed market.