The future is now - the biggest e-commerce trends of 2020 and beyond

The pace of change in the e-commerce technology landscape is not slowing down. This is something both Youwe and Magento are noticing. More than ever, customer segments that traditionally shopped offline have discovered the benefits of e-commerce and may never revert to old buying habits. All this is moving us toward a predominantly digital buying experience quicker than previously forecast. So, what does this mean in the context of our e-commerce technology planning process? Youwe and other experts provided some insights to Magento, which they collected in the report: The future is now. See the biggest trends named in the report here.

The future is now

  1. Merchants must strive to align e-commerce experiences with the expectations of the buyer: highly personalized and contextual.
  2. Buyers expect online retailers to be at the forefront of digital innovation. That means blazing-fast mobile experiences, highly visual and intuitive buyer journeys, and seamless transitions between shopping channels and touchpoints. This requires merchants to move outside of their comfort zones and start experimenting with emerging technologies such as progressive web apps and headless architecture.
  3. We’re seeing shifts in traditional selling. Brands that traditionally only sold through retail channels are opening up D2C channels to better understand customers. In B2B, buyers are demanding B2C-like buying experiences like e-commerce. And in both B2B and B2C, the rise of marketplaces is offering choice and competitiveness like never before.

The bottom line is that no futuristic trends are coming down the track in e-commerce. They’re already here. The future is now.

The future is here

What is the next new wave of innovation in the e-commerce space? In the report, the following innovations are named: 

Youwe's insight - The shift in traditional selling

We are experiencing a shift in traditional selling. Lots of our B2B clients are making the shift to direct to consumer at the moment. This is because millennials do 60 percent of their shopping online and are accustomed to buying directly from brands. A direct-to-consumer (D2C) e-commerce site is a great way for brands and manufacturers to connect with these buyers, enhance the customer experience, and collect data for product innovation, customer journey insights, and marketing purposes.

A D2C channel is just one touchpoint in a customer journey, however. Increasingly, brands and manufacturers are building smart integrations between enterprise resource planning (ERP) systems, customer data platforms, consumer webshops, Product Information Management (PIM) systems, B2B order interfaces, logistic providers, and marketing technology stacks. This enables them to manage all customer, product, and process-related data together. In this way, they can optimize their D2C channel while delivering a true omnichannel experience across all channels.


“Brands and manufacturers want to know what drives their end consumers. The D2C movement means a big shift in the thinking, operations, and technology stacks of brands’ marketing departments.” 

Rogier Hosman, Co founder & CMO Youwe

Direct to Consumer e-commerce

Schneider Electric’s D2C Webstore Delivers Customer Insights
Global electronics manufacturer, Schneider Electric, opened a D2C online shop in the Netherlands to gain better customer insights about innovations, branding, and product selection and to better support its partner network. “We need to know exactly what drives the end customer.

"With our own webshop, we can quickly test new products, content, and tools before we roll them out widely via our partner network." Says Robert Jan van Nouhuys, Digital Commerce Manager at Schneider Electric. 

Auping’s D2C approach helps them hyper-personalized the sleeping experience
Leading Dutch bedding manufacturer, Auping, launched a D2C online store to gain valuable end-user data that they will use to optimize a new product configurator that allows for over 2,800 billion varieties of Auping beds to be designed online and ordered directly or in-store. New technologies support brands like Auping to become hyper-personalized. Auping's journey will not stop with the configuration of a bed, they are moving towards the personalization of the whole sleeping experience. To optimize this, they need end-user data and an understanding of their end-customers.

Interest in the full report? Download the whitepaper here

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