2014 has been a banner year for e-commerce, but with digital content and mobile devices continuing to gain in popularity, 2015 will undoubtedly continue to bring new challenges. Here’s a look ahead at the top five trends to prepare for in the new year.

Mobile Readiness

Of all the shifts coming in 2015, this is going to be the biggest as mobile business is predicted to triple by 2018.

An important part of the mobile experience is a seamless integration with brick and mortar storefronts, and the creation of a flawless mobile experience is more vital than ever. E-commerce businesses need to be utilizing either a responsive design or a maintaining a dedicated mobile site.

As store owners probably know, Google is giving preference to online retailers with mobile-ready sites. To find out if your site qualifies as mobile-ready, just take the Google Webmaster Mobile-Friendly Test.

Content Marketing

In 2014 the saying “content is king” became king itself. And the phrase will continue to rule in 2015, with content remaining a top priority on the marketing team’s list.

There’s no way around it: if you want to draw paying customers to your website, you’re going to need solid content to do it. Solid content is not only compelling and relevant but also authentic and personalized.

Of course, content marketing ties in heavily with social media, and that particular power combination will be one of the most important marketing strategies to embark upon in 2015.

Social Media & Networks Utilization

Social media is going to play a huge role in 2015 for e-commerce, in everything from increased advertising options to actual purchase avenues on-network.

Image-based networks such as Instagram and Pinterest are experiencing massive growth, and the number of customers arriving at e-commerce sites from them continues to rise.

To compete, most social networks are starting to experiment with tactics like adding “buy” buttons in ads and allowing money transfers between users. Make sure your 2015 marketing efforts are taking full advantage of all available optimizations.

Simpler Website Design

Have you ever visited a site and been overwhelmed by a flashy design, instantly becoming lost in trying to find what you’re looking for?

That sort of over-the-top design is rapidly becoming a discomfort of the past. Businesses and their designers are opting for simpler, “flat” designs in 2015 that focus on giving prized content a place to flourish and puts functionality first.

Of course, functionality doesn’t have to mean boring… there’s still plenty of room for eye-catching colors, subtle animations (such as thumbnail product details and sliding boxes), and hi-res imagery.

Improved Big Data Strategies

If you’re a part of the e-commerce world, understanding big data and how to use it will become essential to thrive and even survive.

Customer insight should be a top priority for e-commerce retailers in 2015. A data-driven approach to selling helps businesses understand the behavior of their customers, creating experiences that are more personalized and properly targeted. And that will make all the difference as next year’s customer comes to expect an online experience tailored to their needs.

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