The evolving world of UX eCommerce Trends — SwiftERM

David Swift
5 min readJan 14, 2021


As for retailers, the data that can be harvested from voice search queries offers a tremendous opportunity for search engine optimization as various natural language technologies have turned the engine toward a more casual understanding of words and phrases. Therefore, preparing a site for voice search and implementing the option within a store gives retailers the type of data they require to succeed under Google’s more sophisticated paradigm. However, in addition to voice search applications, visual search optimization is also becoming imperative as this tech is also currently gaining a foothold among shoppers. Each of these UX eCommerce trends is a clear indicator of how consumer behaviors are evolving, thereby altering the online shopping experience.

More 3D Modelling

Again, visuals are a majorly influential component of user experiences. While today’s standard demands that brands tout high-quality photography, eCommerce user experience trends will begin to require that brands take their imaging to the next level with 3D modeling services. By showcasing 3D models of products, consumers can get a far better look at an item and get a better idea of how it might feel in their hands.

This is a significant development in the fight against ROPO (research online, purchase offline). Given that an individual will be capable of making a more informed decision, thanks to 3D product models, retailers who employ this strategy are highly likely to increase sales and customer loyalty. While massive brands like Porsche utilize 3D modeling for their high-end vehicles, smaller brands can also take advantage of this offering as Shopify also offers 3D modeling to help its merchants boost conversions. By offering shoppers 3D models of products, retailers can facilitate a much better user experience, increase revenues and minimize product returns.

Augmented Reality Proliferates the Market

Taking 3D modeling to the next level, offering augmented reality as an eCommerce feature is quickly becoming a powerful means of generating sales and providing an augmented user experience (see what we did there?). While augmented reality may seem like a novel, flash-in-the-pan type concept to some, others feel that its viability as a marketing tool has been proven. Given that major brands are leveraging augmented reality to drive business goals, it seems that this is less of a gimmick and more of an evolution. With the likes of IKEA, Sephora, Kate Spade and others successfully using augmented reality technology to enhance their user experience (and profits), this seems to be the decade in which AR will transform the eCommerce user experience.

Personalized Products Gain Popularity

In the era of online celebrity and social media influencers, everyone wants to stand out and be unique. They want to show that they have something that no one else possesses. Because of this craving for singularity, one of the breakout UX eCommerce trends will be the ability to customise and personalize products. By offering shoppers the ability to alter colors, patterns, slogans and other elements of their items, consumers will gain a sense of exclusivity from owning products explicitly designed for-and by-them. This eCommerce UX trend is already beginning to emerge in the marketplace as Nike allows its customers to create unique color combinations and lacing options for their footwear. Not only will this trend add to the uniqueness of the shopping experience, but it will likely add zeros to a brand’s bottom line.

The Mobile-Desktop Merger

Mobile devices undeniably dominate today’s digital world. Even when it comes to eCommerce, consumers are becoming more comfortable completing purchases through small screen devices. While scores of sellers have shifted their focus to producing mobile-friendly experiences and mobile-optimized sites, things are once again beginning to change. Driven in part by the drawbacks of smartphones (such as slow loading times), progressive web applications are beginning to redefine the mobile experience.

This technology represents a massive leap forward in eCommerce UX design as progressive web apps (PWAs) effectively fill the gap between a traditional website and native application. Through the implementation of a PWA, retailers can provide their customers with a far superior user experience. In fact, the enhanced UX is a significant reason why brands like Twitter, Instagram, Uber and other massive companies have deployed their own PWAs. The fact is that just like how mobile browsing has revolutionised the way individuals interface with the online world, PWAs represent the future of eCommerce and the broader digital ecosystem.

Video Hegemony Persists

There’s just no denying it: Video is the single most popular form of content online. No matter if one is looking to social media or eCommerce storefronts, video content is a necessity for engagement. To be honest, as far as sellers are concerned, there is no mystery why this content is as popular as it is given that it has a proven track record of increasing traffic, click-throughs and conversions.

The bottom line here is that shoppers are attracted to video content as it is easier to digest and tends to provide valuable details more quickly than the written word. Moreover, video content (when done right) tends to elicit an emotional response from viewers, which is key in driving engagement and sales.

Given how compelling video content is in the online world generally, and in eCommerce in particular, retailers should experiment with producing various video types, including:

Product demos: Show off merchandise, giving consumers a 360-degree look at an item. Highlight the product’s features and benefits while addressing common questions.

How-to videos: Demonstrate the various applications of a product and get customers excited about what an item can do for them.

User-generated reviews: Add a layer of authenticity and trust to product offerings by highlighting customers who are in love with their recent purchases.

Lifestyle reels: Craft a brand narrative and tell alluring stories about the company and its products. This year retailers can get a fresh start for their business.

As a variety of UX eCommerce trends move into the spotlight, those who seize the opportunity to be on the bleeding edge of the latest movement or craze stand to set themselves apart from the competition.

However, it is also important to remember that a solid UX design should not be sacrificed for experimentation, as this is a foundational element to sales and success in the SERPs. Admittedly, striking the right balance can be a challenge.

We hope you enjoyed this article, intended to help improve our client’s profitability. It reflects the care SwiftERM offer. If you haven’t already done so, then please enjoy a FREE month’s trial and let us know what you think. Register

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Originally published at on January 14, 2021.



David Swift

Founder & CEO of SwiftERM the personalization SaaS. Microsoft partners.