E-commerce trends: personalising retail

By 2027, e-commerce is expected to account for almost a quarter of global retail sales.^* While consumer demand is driving e-commerce growth, overall demand isn’t growing as quickly. This is due to geopolitical activity, rising inflation, increased costs, and supply chain issues. However, the growth in e-commerce will continue to underpin the demand for industrial real estate, particularly in urban infill locations.

Personalising e-commerce

With 50% of consumers wanting products uniquely tailored to them, personalisation is one of the most common shopping motivations shared by global consumers.

Advancements in data collection and e-commerce technology is making this possible. We’re seeing personalised offerings everywhere. The rise of e-commerce means retailers are shifting from a pure intermediated retail model (using stores to get to consumers) to Direct to Consumer. By doing this, they generate data on consumer behaviour and preferences. Retailers can use this data to deliver a more meaningful experience to consumers and drive product personalisation. 

Consumers are generally happy with the trade-off this creates. According to digital consumers, the most important incentive there is for sharing personal information with a brand online is the ability to access personalised experiences and products.* 40% of consumers share their data to receive personalised deals.

*  Euromonitor: Voice of the industry: Retailing (video)
* *   Euromonitor: New consumer landscape: Consumerism and beyond
* * * Euromonitor: Top five digital consumer trends in 2023

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