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These are the most important e-commerce trends in 2019


Published on: January 19, 2019

Updated: August 30, 2023

e-commerce trends

What new e-commerce trends will the new year bring? What can we look forward to? Here are the 4 most important e-commerce trends in 2019.

1. Artificial intelligence continues to gain ground

Opinions differ on the subject of artificial intelligence (AI) in e-commerce. Many see great potential in it, while others are skeptical about the topic. AI is taking e-commerce to a whole new level. Whether with 3D avatars or virtual fashion advisors – the possibilities are almost limitless. Even AI tools that collect and analyze behavior-based customer data are one of the absolute e-commerce trends next year. But also Chatbots, as a tool in customer communication, Voice Commerce or the Parcel delivery by drone will advance even further next year.

###Performance of the 100 largest German online stores

The personal advice that customers otherwise only find in bricks-and-mortar retail can thus be transferred to online retail. Amazon already published a virtual fashion assistant in the USA, the so-called “Echo Look”. This is a pilot project of the company. The assistant analyzes the user’s outfit and makes fashion recommendations based on it. This works through algorithms and the accumulated knowledge of a stylist.

2. Product presentation through augmented reality


Augmented reality (AR) continues to make inroads into the e-commerce environment. AR aims to mimic the haptic shopping experience of brick-and-mortar retail that is missing in e-commerce. According to a study, 74 percent already know what augmented reality is all about – however, only 26 percent have already used the trend in some form or in some area. When shopping online, 18.2 percent have already used the new technology.

The use of AR is particularly advantageous and useful in the fashion or furniture sector. Items of clothing or furniture can be realistically presented to the user. However, due to the high costs, the application mainly makes sense for larger companies.

The fashion label Zara presents its new fall/winter collection in selected stores with the help of augmented reality. How does it work? Simply download the Zara app, point the camera from the app at a shop window (of participating stores), for example, and look for the Augmented Reality icon. The app then projects the desired items of clothing onto the model without having to try them on yourself.

3. Product search through advanced product filters


Advanced product filters help customers find exactly what they’re looking for in the shortest amount of time. Additional filters, such as material or pattern, can help in the search for the right garment. With advanced product filters, online retailers can stand out from their competition and make online shopping even easier and faster for their customers.

Fashion online retailer asos is one of the best practice examples of this e-commerce trend in 2019. The company already uses advanced product filters, such as style or length of the dress or garment it is looking for.

asos already uses a whole range of different product filters. (Source: asos)

4. Social shopping revolutionizes social networks

Online retail does not stop at social networks, such as Instagram, Pinterest or Snapchat. More and more users are shopping on social media. Anyone who has scrolled through their feed lately has certainly spotted an ad or two. But social media have now even discovered their own shopping features for themselves.


Pinterest wants to improve social shopping with “Shop the Look.” The creator of the pin can link multiple goods on his post. However, the shopping feature is not really used yet.


With Instagram Shopping, you’re just a few clicks away from placing your online order. Instagram’s new shopping feed shows users products and outfits they might like.

Instagram Shopping is becoming increasingly popular. (Source: Instagram)


On Snapchat, shopping works a little differently. You walk through the city and see someone with shoes that you would also like. Just take a picture of the wearer and Snapchat recognizes the product and takes the searcher to the product page on Amazon. However, if you don’t want to just photograph strangers without their permission (understandable), you can also snap products you’ve seen online or in a magazine.


E-commerce will continue to evolve over the next few years. Some trends will endure, while others will mutate into a flash in the pan. It will also become increasingly important to stand out from your competitors with the latest features and trends. The opportunities are great, but many trends come at a high cost. That’s why often only the very big companies can include all trends in their repertoire.

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