E-commerce industry experts reveal trends that will shape the industry in 2020 and beyond


Anticipated developments in native advertising, structured data, and voice search could present huge opportunities for e-commerce brands in 2020 and beyond, according to a new trends white paper released today.

Produced by Nottingham-based digital marketing agency Impression in collaboration with experts from across the industry, the paper provides an overview of the developments expected to shape the sector over the next 12 months and offers suggestions for where brands and agencies should be focusing their efforts.

Ranging from directors of global e-commerce platforms to academic authors, the 19 contributors were able to offer a diverse selection of practical and theoretical insights and include Tanya Hemphill, co-author of Digital Business and E-Commerce Management, Guy Redwood, founder of SimpleUsability, and James Klymowsky, founder of Peddler.

The key findings of the white paper include:

Voice search

Voice search-initiated transactions are currently low, yet immediate voice-to-search functions are predicted to become a basic expectation for e-commerce sites in the next few years.  The influence of voice search is expanding and even B2B e-commerce firms are conducting research in this area.

Structured data

In relation to structured data, experts anticipate that “we’ll see even more schema types launched within the next year or two, putting ecommerce sites in an even better position to sell directly from SERPs and through voice-based searches”.

Native advertising

Native advertising is one to watch. Jacek Wieczorek, the co-founder of SEO agency Pulno, predicts that “new display formats for native ads” will emerge in 2020.

Shoppable social media posts

Shoppable social media posts are fuelling exponential growth for brands that have consulted our contributors: one brand doubled its revenue and increased referral traffic by 1,461% through shoppable posts.

Natural language processing

With advancements in natural language processing – particularly in sentiment analysis – specialists believe that Google could ‘put even more even more weight on positive reviews and perhaps even give backlinks more/less importance depending on the sentiment expressed in their context.”’

Commenting on the motivation behind the white paper, the managing director of Impression, Aaron Dicks, said:  “We wanted to conduct this research to provide insights that would inform e-commerce brands and other agencies about the trends shaping the industry going forward.

“At Impression, we work on a range of ecommerce accounts in different sectors. Areas like voice search and structured data are really important to our clients, so the findings of this white paper will help to guide the development of our own strategies over the next few years.”

The report provides insights that will be useful both to digital marketing agencies and e-commerce firms of all sizes. You can access the full white paper here: https://www.impression.co.uk/blog/16573/2020-ecommerce-trends/