To survive in the dynamic world of eCommerce, you have to be adaptable. Stay ahead of the curve with our curated list of 2024 trends where we explore the evolution of personalisation, social commerce, customer interactions, revamped subscriptions and more. Trust us, this isn’t something you want to miss out on. 

1. Personalisation is Becoming Future Orientated

If personalisation isn't yet your eCommerce ally, then you’re already behind the curve. We suggest you catch up quickly because, in 2024, personalisation is only going to become more vital as customer expectations become even more intricate (woohoo).

According to data from Salesforce, “65% of customers now expect companies to adapt to their changing needs and preferences.” 

So what does this mean for your eCommerce business? 

Well, it means you can’t simply focus on who your customers are now; it's about predicting who they're going to become and anticipating their future needs (and how your brand can fulfil those needs). 

Do we have a crystal ball? Not quite. But with the right tech stack, you’ll be pretty close. Consolidate and integrate your tech apps where possible, as this will allow you to collect data at every touchpoint, which you can then use the take actionable insights that will elevate your brand. 

2. Social Commerce

Instagram Shopping kicked off in 2020, and now TikTok Shop has joined the party. So what’s the takeaway? Social media is the new shopping mall. 

This offers brands an additional channel from which they can attract new customers and boost sales, not only brand awareness. However, it’s still hit and miss in terms of what works, and what doesn’t. So for 2024, this is an area worth experimenting with. 

3. Authentic Content Will Reign Supreme

As the popularity of social commerce continues to grow, so does the concern among consumers about scams and fraud. According to a study conducted by Retail, more than half of respondents (53%) express a growing difficulty in trusting products sold through social channels.

This is true even in younger generations (Gen Z and Millenials). In this same study, over 60% of these younger respondents stated that they actively avoid making purchases through social media platforms due to worries about potential scams. Additionally, factors include a heightened awareness about the potential for encountering counterfeit or low-quality products and hesitancy regarding sharing their checkout information 

So, how can you ease these pain points? 


Prioritising the quality of your products is vital, as well as taking measures to highlight the authenticity and trustworthiness of your brand. The first factor will mainly be influenced by the suppliers you use. To emphasise your brand's authenticity, leverage user-generated content (UGC) and the help of nano- and micro-influencers to showcase the essence of your brand. Customer reviews and testimonials can be used to build trust among your audience. 

4. Think Mobile First

Our CEO, Adam Pearce, has said this before, most companies focus on desktop, not mobile. This is even supported statistically with 75% of consumers stating that they prefer shopping online on their mobile (compared to 15% who prefer desktop). 

So be sure to optimise your site’s design to ensure responsiveness, actually shift your focus and make your website design mobile-focused instead of desktop-centered. Adding mobile-friendly payment options like PayPal and Apple Pay will also contribute positively to your site's metrics. 

Lastly, stop asking customers to create a new account before they checkout, this only increases the friction points and will likely cause them to abandon their cart (23% in fact). If they must create an account, offer alternatives such as social media logins, as this will make the process easier for them. 

5. Customers will be sliding into the DMs

Customers are increasingly reaching out to brands on their social media accounts. Why? Well, because customers simply seem to prefer it - around 60% according to the data. Considering the fact that social commerce is on the rise, we can expect this trend to follow suit. 

While none of us can be online 24/7 to respond to queries, customers can, especially if they’re scattered across the globe. And we all know that customers nowadays expect quick if not immediate, responses. 

For Shopify stores, it’s essential to have a diversified customer service strategy, which should include the adoption of technologies that will help facilitate these direct interactions with consumers. Tools like Gorgias work well with this, as they integrate directly with Instagram and Facebook DMs. 

6. Continued Emphasis on Sustainability

Sustainability has been high on consumers' agendas for some time now. In 2024, this trend will only continue to gain momentum. 

Ethical sourcing, sustainable packaging and a reduction of waste are all aspects you can look into for your business. While it might cause an increase in your costs, the impact it will have on your relationship with your customers will be far more significant. 

According to a study conducted by First Insight and the Baker Retailing Center, consumers - regardless of age - are willing to spend more money on a product that is sustainable. 

7. Short Form Video Wins

When you hear 'short-form video,' your mind may instantly jump to TikTok and Reels. While these platforms already offer additional channels to promote and sell your products, there's potential to take short-form video content even further.

In fact, short-form videos are fast becoming the go-to method to educate consumers, especially the younger demographics, about your brand and products.

This trend is particularly advantageous for businesses that heavily rely on user-generated and influencer content—or for those that have been waiting for the perfect moment to start. 

So, how can you seamlessly integrate this into your eCommerce strategy? Showcase your team and company culture with behind-the-scenes footage or educate consumers about your products through demo videos. These clips will not only captivate audiences but also contribute to a boost in conversions.

8. AI Continues to Make Waves

AI and automation are playing an increasingly vital role in the realm of eCommerce, empowering brands to tackle tasks efficiently, freeing up time for more important tasks. For example, brands can use AI to generate content ideas, images and even draft product descriptions. 

In 2024, we're expecting brands to shift their focus from operational tweaks and start using AI and machine learning for customer data analysis. This strategic leap isn't just about predicting consumer behaviours; it's about crafting precise marketing strategies that will deliver impactful results. 

9. Consumers Want Their Deliveries, & They Want Them Now 

Did you know that over 40% of U.S. customers expect their online orders to be delivered within two to three days? And almost a third of consumers hope that their deliveries will arrive by the next day at the latest (according to Statista).

For eCommerce giants like Amazon, Walmart and ASOS, this isn’t an issue. They can simply build more delivery service points, allowing them to process and deliver orders within a matter of hours. But how can you’re eCommerce business keep up? 

Well, Shopify Shipping does offer merchants the ability to send packages overnight. So, in 2024, start offering and promoting this service to your customers - it may just be the factor that causes them to convert. 

10. Subscriptions Alone Won’t Be Enough

It’s no secret that rising inflation rates are making consumers more money-conscious. While discounted subscriptions were once an effective strategy for boosting customer retention, the landscape has shifted. 


In today's market, consumers seek more valuable savings. Adapt to these changes by personalising your subscription services and exploring rewards for consumers' regular purchases.

A Word From Blend

From enhanced personalisation to leveraging authentic content, 2024 is set to be an exciting year in eCommerce. At Blend, we're your strategic partners, guiding you through these dynamic trends. Ready to transform these insights into actions? Get in touch today.  

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Internal Marketing Coordinator Armed with a degree in International Business, Georgia, our Internal Marketing Coordinator, is our go-to expert in all things marketing at Blend. Her strong background in SEO and content strategy allows Georgia to craft engaging and well-researched content that captivates and informs. She also wears many hats in her role at Blend, being the maestro behind managing Blend's social media presence, nurturing partner relationships, and orchestrating our internal email marketing initiatives. With Georgia in the internal marketing driver's seat at Blend, we know that we're in expert hands as she drives our connections with potential clients and partners alike.

Published: December 22 2023

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