E-Commerce Website Trends for 2020

It’s hard to believe, but 2020 means we will be heading into the decade’s final chapter. In these ten years, the internet has changed our everyday life. We have witnessed change and seen the reign of mobile, the introduction of a chatbot, and watched physical stores close as e-commerce purchasing takes over. As purchasing behaviors and business models change, we will see the e-commerce space continues to evolve also. We will see new trends emerge this year, and see aesthetics and technology come together like never before.

So, what will the web design trends 2020 be? Below are my guesses for what I already see, and frankly what I hope to see more of. 🙂

E-commerce UX Design trends for 2020

1. Personalization for the Win

For me, the amount of personalization that you will see on websites this year is two-fold: personalized for the shopper, and personalized to the company.

  1. Personalized shopping:
    Over 80% of customers are more likely to buy from an online store that provides personalized experiences. We can also observe a growing willingness among users to share their personal information in exchange for tailored recommendations and offers. This leads to a whole new level of remarketing and follow up.
    Rather than taking a one-size-fits-all approach to e-commerce, retailers will ensure that important elements of the customer journey, including on-site browsing, email, social media activity, and even paid ads, change based on the needs and past behavior of customers.

    1. Chatbots: 2019 was the rise of Chatbots. One way to create a custom experience if you don’t have a custom product? Introduce a chatbot that provides custom recommendations to visitors. Think of it as a “personal shopper” for your e-commerce store.
  2. Personalized store:
    Last year, I designed more custom icons, infographics, and illustrations than I ever have. A custom illustration style is an excellent way to make a brand stand out. Genuine illustrations can be part of a product or brand DNA. Competitors can copy your color scheme or typography, but not your illustration style. This next year we’ll see more store ditch the stock icons and illustrations and create a more custom store experience by displaying graphics created just for them.
    Here are some honorable mentions from last year:

2. Astonishing animation

Motion tells a story better than words. From complex to simple products, the amount of animation (and video) will grow in 2020. For a lot of design companies, it’s an uncharted terrain but it’s cool to finally get quality animation into masses.
There has been pushback in the past that too much animation will lead to sluggish websites, but new advances in technology that allow you to speed up your site processing are breaking through this barrier.

3. Mobile browsing

This has been a trend over the last 10 years, but it will continue to increase. Mobile commerce has been constantly on the rise since the advent of smartphones. It’s estimated that four out of five Americans shop online and more than 50% of them do it using a mobile device. In Europe, these numbers are even higher – 64% of Europeans shop online and 55% do it on mobile devices and this trend will likely stay hot in 2020 for at least two reasons.
E-commerce businesses will continue to do their best to optimize apps and mobile-friendly websites so that their clients receive the best mobile experience possible.

4. “3D like” and 3D design

  1. “3D like” design. Think Soft shadows, layers and floating elements.
    1. I am not disappointed at all to see less and less “flat design” on websites. The new trend is all about creating depth. Why do I think this is? Shopping has been historically a tactile experience. You touch the clothes, you pick up the bottle, you smell the shampoo. E-commerce is going to start injecting more of this real-life experience back into sites.
      Soft shadows and floating elements add interest and depth and give your web page a “3D Like” look. It’s not just graphics either: you can use this effect with text and photos, too.
      Taking the principles of material design a step further, designers can add a little extra pizzazz to 2D layouts with soft drop shadows and layering elements on top of each other for extended depth. These effects give the design a lightweight feel, as if the elements are floating over each other—a sharp contrast from the classic, impenetrable flat design where the layers seem, well, flat.
  2. 3D designs. For a long time, 3D objects were only used in games and entertainment. We’ll see 3D objects emerging on regular websites both on desktop and mobile versions. By introducing 3D objects and pseudo-3D objects in web experience, you add realism to interactions.

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