How this year’s new tech will impact eCommerce businesses – and how to get ready

Back when smartphones were first introduced, they changed the way we shop. And they’re still affecting eCommerce now, with the latest tech releases from Apple and Samsung hitting the market this year.

Let’s delve into how these tech updates are likely to impact your eCommerce business.

New tech releases coming in 2024

Apple’s iPhone 16 is on its way around September. It looks like its focus will be on advanced AI features, including a better Siri experience, personalised playlists and more options for content creation. The smartphone may also have new colours and sizes, as well as improved photography features.

The Apple Watch X is also expected to be released in September. Its new features are rumoured to include improved design and display, and the latest health and sleep tracking features.

The Samsung Galaxy smart ring is rumoured to be coming our way in August. The ring is the latest in wearable technology and it’s said to have a focus on health and fitness, with its top features including heart rate monitoring and sleep tracking. Word on the grapevine is that Apple will soon follow suit with the release of a smart ring of their own.

With these enhanced features comes the possibility of a greater uptake of mobile commerce, creating an opportunity for your eCommerce business to improve the customer experience.

Updates to SEO keywords with the increase of voice search

Janine Leghissa, founder of online jewellery retailer Desiderate (pictured above), is anticipating a rise in voice search-led shopping, due to improved microphone and voice recognition features in the new tech releases.

She’s already preparing for these changes to the way customers find her products, with a big focus on search terms.

“This changes the way I do my keyword research and what my online shop needs to rank for,” Janine says.

“Previously, I’d try to rank in Google for simple terms – like ‘silver bangle’ or ‘ruby ring’ – but with voice search becoming more prevalent, people are searching for longer terms. You’re not saying, ‘Hey Siri, moonstone ring’; you’re saying, ‘Hey Siri, where can I get a moonstone ring in Australia?’ So the keywords are longer, more conversational and more questioning.”

Janine is planning to optimise her shop’s product descriptions and blog posts with these keywords. She’ll do this with the help of keyword research, and by listening to the way her customers word their questions in conversations and in emails. This helps her pick up on the way queries are worded, as we all continue to talk to devices in the way we talk to people.

Explore the opportunities of ways to use AI in eCommerce

With more AI features on their way, there are countless ways to improve your customers’ online shopping experience. Here are some ideas for using advanced AI features in your eCommerce business:

Chatbots and virtual assistants are common ways to use AI in eCommerce, giving your customers instant responses, personalised recommendations and round-the-clock support. They can also be a great time-saver by reducing your customer service workload.

Image recognition is another form of AI technology that can enhance the shopping experience, allowing customers to search for and discover products on your eCommerce site using images. Advanced AI algorithms can also analyse images to identify specific product details and even verify the authenticity of images. The result is a better shopping experience with customers able to easily find exactly what they’re looking for.

Personalisation for a better shopping experience. Tailor the customer journey using AI-driven personalisation to make every customer feel valued and understood. Using AI for personalisation could help your eCommerce store increase customer engagement, conversion rates and basket sizes. For example, you can personalise marketing (send customised offers and automated eDMs to shoppers based on previous purchases) and on-site product recommendations (by analysing browsing history and page views).

Using AI technology for research and strategies. An AI tool can help you develop a business plan, provide feedback on your marketing strategies and formulate customer personas for your brand. You could also use AI to research competitors, collate customer service enquiries to identify issues, or summarise research results to uncover trends.

Predictive analytics tools can help you analyse sales and customer data, enabling you to more easily forecast future trends, plan and allocate resources. From anticipating seasonal fluctuations to understanding the impact of external factors, predictive analytics can help you make more informed decisions, potentially reducing costs and increasing revenue.

Using AI to streamline and optimise your business operations. AI-driven inventory management tools can help to make sure stock levels are optimised, which in turn can reduce costs, wastage and the risk of stockouts. And when it comes to fulfillment, AI can help you automate order processing and reduce errors – all of which can lead to greater business agility and ultimately, happier customers.

Content creation and marketing. AI can help you connect with customers, optimise your marketing and refine your brand identity. The applications here are practically endless, but here are a few thought-starters:

• AI for online product pages. Use AI to streamline the creation of product imagery and descriptions for consistency and appeal across your eCommerce store.
• AI for social media. Analyse social media trends to identify the types of posts that perform best in your industry. Then use AI to automate your social media strategy: build out calendars, add relevant hashtags, set posting times to optimise engagement, and analyse content performance.
• AI for newsletters and blog content. AI tools can help save you time researching and writing eDMs and blog posts for your eCommerce business.
• Keep in mind that any communications created with AI technology need to be carefully checked and edited to make sure they’re authentic and match your brand tone of voice.

Use improved camera features to create a virtual reality experience

Janine says improvements to photographic features in the new tech releases will help her business create an even better virtual reality experience for customers.

“We’re trying to recreate the instore shopping experience through tech. We have a virtual try-on system: you can turn your phone around, tap a button and see how the ring looks on your finger or how the earrings look on your ears,” she says.

With improved photographic features, these virtual try-ons may become wider spread across eCommerce, as well as more accurate for customers.

“It’s much easier for people to make that purchase when they can see how something looks on them,” says Janine.

Continue to enhance the customer experience through to delivery

More tech features bring greater online shopping experiences, increasing customer expectations across the entire shopping journey. That’s why it’s important to continue to consider how you can delight your customers right through to the last mile.

Creating a great delivery experience can be a game-changer, encouraging both new and existing customers to return. Here are some tips to wow shoppers at this critical touchpoint:

Next Day delivery: In today's fast-paced world, customers crave speedy deliveries. Offering Next Day delivery can give you a competitive edge.

Delivery to Collection Points: Offering delivery to Collection Points, including Parcel Lockers, provides a convenient option for customers who can't receive deliveries at home.

Clear shipping time communication: Customers appreciate knowing when to expect their delivery. Encourage them to download the AusPost app for secure and accurate order tracking.

Seamless returns process: Simplifying the returns process is key, as a step in building greater customer confidence.