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10 Future Trends of Ecommerce Customer Experience



10 Future Trends of Ecommerce Customer Experience

Customer experience is probably one of the most crucial aspects to focus on for ecommerce companies.

According to the PWC customer experience report, 86% of online shoppers are even willing to pay more in return for a superior customer experience.

While it’s true that quality products have a notable impact on the success of your ecommerce company. In fact, quality products were considered “King” once upon a time in the ecommerce industry. But the king has long been dethroned.

Nowadays, online shoppers value customer experience and product quality equally. This simply means that product quality is no longer the only reason why online shoppers buy from particular brands. They now emphasize on the overall online shopping experience.

Put another way, providing a superior customer experience is now your golden ticket to succeed in the fast-moving ecommerce space.


And in this article, we’ve shared the top 10 future ecommerce experience trends you need to consider adapting in your ecommerce company.

Before we dive in, let’s quickly clear up what ecommerce customer experience actually means.

What is Ecommerce Customer Experience?

Ecommerce customer experience basically refers to how your customers perceive all their interactions with your ecommerce brand. It covers all online experiences starting from the first time a customer hears about your ecommerce company to the post-purchase experience.

Though, there is no one way to create a winning customer experience for your ecommerce company. But one thing that’s clear as crystal is that it must be simple and satisfying for your customers. Otherwise, they’ll immediately get frustrated and begin the hunt for alternative options in the market.

To help you prevent that, we’ve shared 10 customer experience trends to implement in your ecommerce store.

Top 10 Future Ecommerce Customer Experience Trends

COVID-19 pandemic brought plenty of customer experience trends that have ultimately helped ecommerce companies over-achieve their goals.


But in order to remain competitive, every ecommerce company must also be on the lookout for future ecommerce customer experience trends to adapt.

Here are the top 10 future trends you can consider.

1 – Customer Service

Customer service plays a crucial role in providing a positive customer experience in ecommerce stores.

According to Microsoft Customer Service Report, 72% of online shoppers expect the ecommerce support team to have an idea of who they are, what purchases they’ve made previously, and what kind of help they need.

The same report also revealed that 48% of online shoppers expect a response from the support team within 24 hours, while 18% of them expect a response within the first hour.

Furthermore, 56% of customers stop shopping from an ecommerce brand if the customer service experience is poor.


The lesson here is, ecommerce companies must keep track of their customers and promptly respond to their queries/complaints with satisfying solutions.

2 – Payment Security

Believe it or not but payment security plays a major role in ecommerce customer experience strategy.

Plus, ecommerce companies also need to be vigilant about accepting payments online. Especially because of the volume of online payment frauds occurring these days.

According to a report, online fraudsters are predicted to siphon off $12 billion per year.

Another report by Finance Online also found that ecommerce companies deal with 206,000 web attacks on average every month.

Looking at these reports, one thing is clear — ensuring a secure payment transaction is a must to earn customers’ trust and develop a strong customer experience in ecommerce.


3 – Faster Delivery

In the age of instant gratification, customers’ expectations for faster delivery is growing every passing day.

Ever since Amazon pivoted from 2-day shipping to next-day shipping and now same-day delivery, it has forced other ecommerce brands to follow Amazon’s footsteps.

According to a recent survey conducted by PWC, 88% of online shoppers are even willing to pay more for faster delivery options.

Because of this, over 51% of ecommerce brands worldwide have already started offering same-day delivery. And 65% of ecommerce companies plan to offer it in the next two years.

The point is, it is now absolutely critical to start offering faster delivery options to remain competitive in your ecommerce niche.

This is even more crucial if you’re selling products globally but unable to keep up with faster deliveries. In such cases, you should partner with a quick international courier service that guarantees timely delivery of all your international shipments.


4 – Hyper-Personalized Upselling

When it comes to ecommerce, the potential of upselling cannot be overlooked. And by offering hyper-personalization along with custom-tailored deals, it becomes easier to win customers.

A McKinsey report recently found that ecommerce brands that go the extra mile to serve customers with a hyper-personalized shopping experience grow faster (in terms of revenue) than their competition.

By offering personalized incentives you can also boost upselling in your ecommerce store. You can create various forms of incentives such as point-based rewards, cashback offers, referral bonus programs, and so on.

If you’re planning to implement incentives of any form, make sure to integrate functionality that lets you create custom incentives with ease.

5 – Habit Loops

Humans are creatures of habit. In fact, habits have a massive impact on our everyday lives. That includes how we interact with other human beings, and how we interact with brands.

Therefore, creating habit loops in your ecommerce store can have a huge impact on the overall customer experience. A habit loop is a neurological loop that forms a habit in every one of us. It consists of a cue, routine, and reward.


Smartphones are a prime example of habit loop formation. A new notification is a cue, checking the notification is routine, and seeing a new message from a friend or loved one is a reward.

To form a habit loop in your ecommerce store, you need to start by creating a hook for your products. Hooks trigger an action that leads to a reward for your potential customers.

While forming habit loops, make sure that they make your potential customers excited about your products and your ecommerce brand so that they continually reach out for more rewards.

6 – Self-Service

Nowadays, customer service channels are getting increasingly overwhelmed and the customers are also well-aware of this fact. This is why customers are now also becoming more resourceful and seek to fix their problems independently.

Ecommerce brands need to respect this and make it easier for customers to find solutions to their problems.

The best way to do this is by investing in a knowledge base and a dedicated FAQ page. Having a knowledge base and FAQ page can help your customers walk through the common problems and discover the best solutions possible.  


7 – Social Commerce

Social commerce makes it easy for customers to connect with brands and shop for products they desire to purchase on their favorite social media platforms.

The shopping features on Facebook and Instagram allow users to buy products from their favorite brands in just a few clicks.

According to research, almost one in three Facebook users in the US are planning to make purchases through the platform in 2022.

Statista also revealed that social commerce sales are forecasted to triple by the year 2025.

So, if you haven’t already created your product catalog on Facebook, Instagram, and Pinterest, you should do it right away!

8 – AI-Powered Chatbots

AI-powered chatbots are ruling the ecommerce space these days. In fact, ecommerce brands are predicted to spend nearly $7.3 billion on AI by the end of 2022.


So, if you haven’t invested in an AI-powered chatbot, you absolutely should.

The main reason AI-powered chatbots are on the rise is that online shoppers nowadays hate to wait for getting answers to their questions.

AI-powered chatbots can resolve this issue by answering your prospects’ questions in real-time. And in situations where your AI-powered chatbot cannot answer a customer’s question, it can automatically transfer it to one of your human representatives.

This way, your customer support team can focus only on complex queries, while your AI-powered chatbot handles the rest.

9 – Omnichannel Customer Experience

For many years, trends in the ecommerce space have been pushing towards creating an omnichannel customer experience.

For those who don’t know, omnichannel customer experience is about meeting your customers wherever they hang out the most online and selling your products on those platforms.


Social commerce, for instance, is a prime example of the omnichannel customer experience.

Another crucial ecommerce channel is mobile commerce.

According to Statista, the total m-commerce sales in the US already surpassed $360 billion in 2021. And the same is forecasted to reach $710 billion by 2025.

Looking at these statistics, it goes without saying that your customers should be able to purchase your products on their smartphones & social media platforms just as easily as they can on your desktop website.

10 – Augmented Reality

When COVID-19 Pandemic restricted people from visiting brick-and-mortar stores to try on apparel items before purchasing, ecommerce brands started integrating Augmented Reality technology in their online stores.

The AR technology enabled customers to try on apparel through either webcam or by uploading their photos and allowed them to experience the product digitally.


While the pandemic has begun to wane, customers continue to make apparel purchases online. AR has given them the possibility to shop apparels confidently on the internet and that trend is only going to grow in the near future.

Key Takeaway

If you’re an ecommerce brand looking for ways to not only maintain but also grow your market share in 2022 and beyond, you need to double down on improving customer experience in your ecommerce storefront.

Implementing the 10 future trends mentioned in the article will definitely help to elevate your overall ecommerce customer experience and increase your market share in the near future.

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Optimizing Zoom’s digital experience for explosive growth



Optimizing Zoom's digital experience for explosive growth

In February 2020, Zoom had millions of weekly visitors to their site, all of whom were coming to to do a handful of activities. Flashforward a month later to March, and Zoom’s traffic spiked to tens of millions of visitors every week. Those visitors arrived to not only use Zoom for a couple of work calls per week, but to entirely reinvent how they interacted with colleagues, partners, teachers, students, and even friends and family.   

Zoom used this opportunity to transform its users’ experience into incredible growth and customer happiness across geographies and verticals. How did they do it?  

At Opticon ’23, Alex London, Head of Digital Zoom and Jay Dettling, CEO of Hero Digital, joined Alex Atzberger, CEO, Optimizely to share how Zoom re-built their entire digital ecosystem. 

Keep reading to learn how Zoom partnered with Hero Digital and Optimizely to transform its customer experience and drive stellar results including these early wins: 

  • Page load improved by 60% 
  • Speed to market improved by 50% 
  • Conversion improvement of 10% 
  • Publishing time from days to minutes (reduced by about half) 

The Year the World “Hopped on a Zoom Call” — & What Came Next

In March 2020, Zoom watched as web traffic, sign-ups, users and attendees grew from millions to hundreds of millions virtually overnight. Not only did its customer base and user group skyrocket, but its core use cases did, too: online meeting rooms were now used to host weddings, game nights, and math classes. At the same time, corporate brainstorms, sales calls, and even government processes requiring the highest security clearances moved to  Zoom to continue working as normally as possible. 

To meet the incredible demand for new use cases and services, the Zoom team had to ideate, test, and ship new products and features on a timeline that the internal teams refer to as “at the speed of Zoom.” Their success meant that their brand entered a hallowed hall of exclusive brands whose names made the transition from noun to verb. It was the year of: “Can we Zoom?” 

Getting there wasn’t just about building and launching products and features;  that was only half the battle. To scale and continue delivering happiness to customers, the team needed to ensure they told the story of Zoom across all customer touchpoints. 

Their goals

  1. Reimagine and rebuild the entire digital stack (including attribution models, analytics systems, acquisition, and localization) 
  2. Move from an existing agnostic, one-size-fits-all model to a global, flexible digital experience to cater to personas, geographies, and use cases 
  3. Improve their speed to market to continue moving “at the speed of Zoom” 

The Tactical Challenges of Reimagining Zoom’s Digital Stack 

Zoom’s overarching goal was to put the story at every single touchpoint of the customer journey. Given the dramatic change in their business, building a new site for Zoom would be incredibly complicated. Yet, if they succeeded, they’d generate demand, better enable purchases, and support its users.  

So how did they do it? Before making the leap, they looked to their strategic partners — Hero Digital and Optimizely.




Zoom needed a new digital foundation to achieve all of its goals at scale. More importantly, their new foundation needed to untangle serious web traffic complexity.

Zoom has four primary visitor types — all arriving on Zoom’s marketing website by the millions. They include: 

  • Individuals and SMEs buying Zoom online 
  • Demo requests 
  • Product support requests 
  • Users and attendees accessing Zoom’s website as part of their workflow 

To add even more complexity, the teams needed to account for multi-lingual requirements for 20+ languages across the globe. 

“How do we build for these four levels of complexity? And how quickly can we move to tell our new platform story?” – Alex London, Head of Digital at Zoom

Before anything else, Zoom needed to build a new design system, and Hero Digital stepped in to help. Together, they built a minimum versatile component library that would scale across the website, mobile, ads, and anywhere else Zoom encountered customers. The initial minimum library featured 38 components with 29 variants and 8 page templates. 

Zoom also had to untangle the domain and subdomain issues of their own making. The past choice to build their digital foundation on ‘’ and create new subdomains for customers (coming in north of 10k subdomains) meant speed and ranking were complicated. Essentially, Zoom was competing with 10k+ sites that Zoom itself had created.  

Resolving this problem by choosing to unify content on a single domain, Zoom, Hero Digital, and Optimizely got to work. 

Hero Digital’s Foundation + Optimizely’s Architecture = Moving at the Speed of Zoom

By partnering with Hero Digital and Optimizely, Zoom reimagined its complete customer experience and upgraded to a best-in-class technology platform that combines AI-accelerated workflows with experiment-driven digital experiences. 


The team deployed the Optimizely Digital Experience Platform, featuring Optimizely Content Management System, Content Management Platform, and Experimentation, as the architecture to bring their foundation to life and scale faster than they could ever imagine.

Component Library + Optimizely CMS  

One of Zoom’s goals was to move from its existing agnostic model to a global, flexible digital experience to cater to personas, geographies, and use cases. To do that, they needed a modern content management system. 

In the first phase of the build, the team focused on Zoom’s marketing site, now untangled but still over 200 pages. They established a foundation on Optimizely’s Content Management System to create a foundation with a migration plan over months. 

Even in the earliest stages, the results were huge because the CMS meant Zoom can could now push global changes in just minutes. They save hundreds of hours of work across the company by: 

  • Eliminating the devops processes, which previously took days or weeks to work through
  • Reducing publishing processes by half even with new added governance steps


Optimizely’s Content Marketing Platform

Improving speed to market was Zoom’s third goal. With the first two goals unlocked by their phased migration to Optimizely’s CMS, they needed to not only unblock the velocity but also the creativity and collaboration in producing new content. Zoom’s teams receive 80-100 requests a week for new content across their digital properties. 


For Zoom, the re-build of the intake process for content requests was a key component of speeding up their processes. They built in guard rails and governance processes that when used within the CMP, reduced publishing time to minutes rather than days.



Now, with the first three goals— a reimagined digital stack, a flexible digital experience, and improved speed to market—accomplished, Zoom will focus on its next digital phase: experimentation and personalization. 

How could a digital experience platform help you navigate the next phase of your business? Learn more from the experts with access to The Forrester Wave: Digital Experience Platforms, Q4 2023 report.



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The Role of Enterprise Mobility Management in Modern Businesses



The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.


Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.


Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

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Lessons From Air Canada’s Chatbot Fail



Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?


AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.


Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.


Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.


It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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