Thrive in our connected world

Speed Summary: E-commerce Trends in 2012

Here’s a speed summary of one of the smartest presentations on e-commerce trends we’ve come across lately, 2012 trends in e-commerce from Cedric Deniaud of the Paris-based agency The Persuaders (embedded below).

Alas the original is in French, but here’s what you need to know in English

  • Take a look at eBay or Amazon’s home page from 10 years ago, and you’ll think not much has changed in e-commerce
  • Amazon still rules the e-commerce world, with it’s main marketplace site, vertical niche boutiques (zappos, way, beautybar), and subscription shops (diapers, soap)
  • But three key trends are transforming e-commerce – disruptive technology (html 5, oauth), social media (through social commerce), and mobile devices

Trend 1: Disruptive Experiences 

  • Rich commerce (3D, AR, interactive video, virtual models)
  • Single Page Stores (Blixt&Dunder, Flaek)
  • Simple Stores (Read Sweater, Bucky Cubes) (inc. one product per category – just buy this one)
  • Dynamic Pricing (decreasing wonderprice, blind auctions (deal de ouf), micro-flash promos (4 seconds to buy)

Trend 2: Social Commerce

  • Buyer Communities (gdgt)
  • Group-Buy
  • Shop and Share (just bought it)
  • Curation (Polyvore)
  • Community Recommendations (Fashism)
  • Co-Browsing
  • F-Commerce (facebook store)
  • F-Commerce (facebook store-front (redirects))

Trend 3: Mobile

  • Mobile apps (price comparison)
  • Mobile apps (e-commerce)
  • Mobile apps (personalisation)
  • Mobile apps (loyalty)
  • Mobile apps (catalogues – touch-enabled)
  • New mobile devices screens (tablets, in-car, photoframes, media players)


Written by
Dr Paul Marsden
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Digital wellbeing covers the latest scientific research on the impact of digital technology on human wellbeing. Curated by psychologist Dr. Paul Marsden (@marsattacks). Sponsored by WPP agency SYZYGY.