The ever-changing digital landscape forces brands and agencies alike to be agile in order to stay ahead of the game. However, we’re incredibly lucky here at iWeb to have a team of forward-thinking experts who are constantly analysing industry trends and their impact to ensure that our finger is on the pulse.

Here are our predicted web-based trends for 2020.

Social shopping

Social shopping has blossomed over the last couple of years on channels such as Instagram and Pinterest. Social shopping impacts an individual’s buying process by using social media networks to sell, share, recommend, suggest and comment on products or services.

The idea behind social shopping is that individuals are influenced by their friend’s purchases and recommendations. Instagram and Pinterest take it to the next level and allows you to actually sell products.

In particular, Instagram allows users to tag product images, giving their followers the ability to view the product title and price when selected. When the user touches this information bubble, they are taken to a product page containing further information and the option to complete their purchase on the merchant’s website.

We predict that social shopping will further integrate with websites in 2020. The following list shows how social channels can integrate with eCommerce websites:

  1. Place share plugins on product pages
  2. Share user-generated social content onsite
  3. Offer social sign-in
  4. Use social-based comment systems
  5. Remind users to share across key steps of the buying process
  6. Show what products are trending socially

Voice search eCommerce integration

Voice search usage is already racing ahead with the introduction of smart speakers and digital assistants over the past couple of years.

By the year 2020, 50 percent of all internet searches will be done using voice search.

We predict that voice search through smart speakers and digital assistants will integrate with eCommerce platforms in 2020.

More websites will be tailoring their rich content to cater for voice search. Some main points to consider when optimising your websites are:

  1. Users search in conversational terms rather than a more robotic keyword search
  2. Make sure you answer questions clearly
  3. Be sure to use semantics in your content
  4. Target local searches as users tend to voice search while they are out and about
  5. Make sure your site navigation is logical and clear

For more information check out this voice search optimisation guide.

Bonus 2020 prediction: Voice search integration in cars will be included in all new models.

Progressive Web Apps (PWA)

Progressive Web Apps (PWAs) are websites that have the same functionality and ease-of-use as a regular app.

Three main features of PWAs are:

  • Reliability: PWAs should load instantly, regardless of whether a user is online or offline.
  • Speed: PWAs should load in fewer than three seconds, and the content should be immediately available without any delays or scrolling issues.
  • Engagement: PWAs should have engaging content and give users the power to add the app to their home screens.

Industry experts across the web agree that progressive web apps will be the future of mobile phone usage.

Stat: According to research firm Gartner, PWAs will replace 50% of mobile apps by 2020.

Magento Cloud

Magento Commerce Cloud is Magento’s own solution to cloud hosting. The cloud was launched back in 2016, but it has gone from strength-to-strength since fruition.

Benefits of Magento Commerce Cloud:

  1. Built on Amazon Web Services (AWS) infrastructure – one of the most powerful and reliable server infrastructures in the world
  2. Production deployment speed improvement – including improved magnification and full static content running on-demand by page requests
  3. Enhanced security – Magento implemented a Web Application Firewall (WAF), designed to protect web stores from most common security risks
  4. Page speed improvements – image optimisation technology powered by Fastly has been implemented to help speed up website load times

Adobe bought Magento in 2018 and released a press release that included its intentions:

“The addition of the Magento Commerce Cloud will enable commerce to be seamlessly integrated into the Adobe Experience Cloud, delivering a single platform that serves both B2B and B2C customers globally. The Magento Platform brings together digital commerce, order management and predictive intelligence into a unified commerce platform enabling shopping experiences across a wide array of industries.”

As you can see, Adobe has invested big into Magento, so expect them to continue to push Magento Commerce Cloud into 2020.

Do you have any web-based 2020 trends you’d like adding to our blog post? Let us know below!