Blog The shifting tides of e-commerce: Naviga...

The shifting tides of e-commerce: Navigating the rapidly evolving e-commerce technologies

Over the past several years, the e-commerce landscape has witnessed significant shifts and trends that have transformed the way people shop and engage with businesses through mobile devices. Adjust data reflects this fundamental migration of consumer spend to mobile. Comparing April 2020 to April 2023, for example, we see that monthly revenue from in-app purchases (IAPs) globally has increased by 184%. This rise is particularly pronounced among Android apps, which have seen a 248% increase in this time compared to iOS’ 132% lift.

The next generation of mobile commerce

In the fast-paced world of m-commerce, trends are constantly emerging. What can mobile marketers expect to see next?

  1. Livestream shopping to continue taking over social commerce

Livestream shopping has gained immense popularity, particularly in the Asian market, and is making its way to the global stage. This trend combines the power of social media, video streaming, and e-commerce, allowing consumers to watch live product demonstrations, interact with hosts, and make purchases in real-time.

Livestream shopping provides a dynamic and engaging shopping experience, enabling brands to showcase their products, answer questions, and build a sense of urgency to drive sales. With the rise of influencer marketing and the increasing demand for authentic and interactive experiences, livestream is sure to revolutionize the way consumers shop through mobile devices.

  1. Artificial intelligence (AI) to be leveraged by marketers

Meta already hosts its ‘Advantage+ app campaigns’, which automatically delivers your app’s ad to the most relevant audience, depending on a particular event you have set or in order to achieve the best ROI. Now, Meta is taking its AI offering to the next step, and recently announced the launch of its AI Sandbox for advertisers.

This new set of AI-powered tools includes a text-generator, which produces multiple versions of copy for marketers to test, background image generation, and image outcropping for resizing across Meta’s advertising channel formats.

Other platforms are sure to follow suit with AI automation and creation tools.

  1. CTV shoppable ads to become non-negotiable

Many marketers are still living in the past, when Connected TV (CTV) was merely a brand awareness channel. However, since its launch it’s quickly become a powerful performance channel–one you need to be leveraging if you want to maintain a competitive advantage. As content viewers continue to shift from traditional cable TV to subscription service streaming, it’s critical to advertise where the eyes are at. While shoppable ads are presently available, the number of these ad formats and their use are likely to expand at a rapid rate in coming years.

Learn about the various shoppable ads already available on CTV.

  1. Playable ads to create a more interactive experience

It will be a while yet before we see immersive virtual reality ad formats released. But the good news is you can start to create an engaging, immersive experience now with playable ads. No longer is this format for gaming apps alone. And the best part? You can leverage your use of AI to brainstorm ideas for these ads. Just take a look at some examples for a hotel app from ChatGPT.

Or, perhaps you are promoting a food delivery app.

The sky's the limit. Gamifying your advertising is sure to increase your advertising engagement rates and conversion rates.

The m-commerce landscape will continue evolving at a rapid rate, driven by emerging trends and technologies. It’s important for mobile app developers and marketers to embrace these trends as quickly as possible and incorporate them into their strategies. This is how you will continue driving sales and position your app at the forefront of the m-commerce revolution. Learn about CTV ad attribution with Adjust’s market-leading CTV AdVision solution, or request a demo today.

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