Shopping online is in a state of flux, and buyer habits are changing. Since the advent of the online shop there has been an absolute explosion in the number of online retailers, and every retailer and brand knows that to reach wider audiences they need to employ customer centric design to their online store, and a robust advertising strategy.

But it is not going to be enough to cut through the noise of a saturated online market unless you can really focus in on what the savvy shopper is looking for. Online purchases need to be quick, easy and advertising geared towards shopper interests. Here are some of the key trends taking place right now that you need to be aware of.

It’s all about speed and convenience

Modern lives are busy. There is a great amount of pressure on people to juggle work, family and social lives and remain fit and healthy in the process. This makes time very precious and what consumers do not want it to have to spend more time that they need to shopping online, or waiting for a delivery.

As previously mentioned, the market is very saturated. Consumers are finding it difficult to shop around and get the best value for money without trawling lots of websites, and ultimate they end up on Amazon ordering something they don’t really want or doesn’t meet expectations.

This is why shoppers are increasingly turning to online shopping centres like, so they can search for products from multiple retailer sites in one place, make a selection and then get redirected through the affiliate link to the actual brand to complete the purchase.

Of course once purchased, they want it to arrive as soon as possible. Brands with the most coordinated – and preferably free – courier service will find they attract more repeat customers to their site.

Online stores need to be mobile first

Customer centric design means giving the customer what they need, and for websites this means being mobile first. It has been predicted for years, but the stats are increasingly showing that mobile purchases have now overtaken standard desktop sites.

Added to this the rise of the internet of things in the home, and voice activated services like Alexa and Siri – we are even starting to see voice shopping coming into play. It is all about the ease of experience and the best retailers are already considering how they can adapt with the times or get left behind.

The product strategy needs to consider wellbeing

People are far more aware of the importance for self-care, and particularly in the beauty and healthcare sectors, but also spreading to many others, the concept of holistic well being is becoming a big motivation in the decision to purchase.

This means as a retailer you need to consider adapting your product offering to focus on naturally sourced products, natural materials and how products can contribute to a healthier lifestyle. The vitamin and supplement industry is booming as a result of this.

If you are not offering well being products you may want to consider how you can diversify your product offering in a way that complements your existing products.

Not just well being, but sustainability too

Shoppers are actively confirming that they are looking to reduce their purchases of items that offer unnecessary packaging, and they are also very aware of the impact plastic has on the environment.

In order to stay loyal to a brand they want to see those same values reflected, and retailers need to look at how they can reduce or change packaging products to be better for the environment.

When you consider how many are now also taking time to declutter, minimize and be less materially driven, you will find your customers buying less quantity but paying more for good quality. So get those product descriptions to reflect these viewpoints and allow your customers to make their own choices.