How Digital Marketing Drives Global E-Commerce Trends in 2024

Digital marketing is shaping e-commerce in ways that are hard to ignore. It decides which stores show up when you search, which products pop up while you scroll, and even the deals you see in your inbox.

Lately, it’s also driving trends like shopping directly on social media and live-stream shopping events.

If you’re running an online store or thinking about starting one, knowing how digital marketing shapes e-commerce gives you an edge.

Social commerce lets people shop directly from social media platforms like Instagram, Facebook, and TikTok. Instead of clicking a link to visit a store, customers can browse, select, and buy products right in the app. This trend is growing fast because it makes shopping more convenient.

Social media platforms have built-in shopping features like “Shop” tabs, product tags, and checkout options. For businesses, this means their social media accounts are now complete sales channels and aren’t only for posting updates.

Digital marketing is crucial in this particular instance since it helps brands use influencers, run advertisements, and produce interesting content.

Businesses need to leverage influencer partnerships, targeted ads, and engaging content to get their products seen.

Samuel Kwame Boadu, Digital Marketing Expert at SamBoad, shares the importance of outreach in social commerce success. “Many brands focus on content and ads, but proactive outreach is just as essential. Building relationships with creators, influencers, and even customers through direct outreach can amplify visibility and generate sales faster than waiting for algorithms to do the work.”

Another key element of social commerce is user-generated content (UGC). This includes customer reviews, testimonials, unboxing videos, and real-life product experiences shared online. UGC feels authentic and relatable, which makes shoppers more likely to trust the brand and make a purchase.

Voice shopping is becoming more popular as people use smart speakers like Alexa, Google Assistant, and Siri to buy products. Instead of typing, customers can say, “Order toothpaste” or “Find the best wireless headphones.”

Voice search modifies SEO optimization for e-commerce sites. Traditional keywords like “wireless headphones” aren’t enough anymore. Voice search relies on more natural, conversational phrases like “What are the best wireless headphones for working out?”

Steve Morris, Founder & CEO of NEWMEDIA, mentions, “Voice shopping is a wake-up call for e-commerce brands to rethink their entire digital marketing strategy. Optimizing for conversational search queries and voice-first experiences is the only way to stay ahead in a market that’s moving toward hands-free shopping.”

For e-commerce brands, the impact is clear. To stay competitive, they must tailor their content to match voice search patterns, ensure product descriptions are conversational, and create detailed FAQ sections that address real customer questions.

This not only improves visibility on voice platforms but also creates a more user-friendly experience for customers browsing online.

Live shopping allows customers to watch products in real-time and buy directly during the event. In Asia, particularly in China, this trend has been quite popular, and it is currently spreading around the world.

TikTok, Instagram, and YouTube are supporting live shopping events, and businesses are taking advantage.

According to Bradley Fry, Owner of PinProsPlus, live shopping goes beyond just showing off products. “It’s a chance to create a moment with your audience. You’re not just selling a product — you’re telling a story, answering questions live, and giving people the confidence to buy right then and there. That level of trust is hard to build with static images alone.”

In live shopping, a host — who is occasionally an influencer — shows items, discusses their characteristics, and responds to audience inquiries. Customers click to buy right away while they’re viewing.

Because they can observe how things function in real time before making a purchase, individuals feel more confident about their purchases.

Digital marketing plays a big role in the success of live shopping. Brands use pre-event promotions, social media announcements, and email alerts to drive attendance. Once live, limited-time offers and exclusive deals create urgency, while real-time Q&A sessions keep viewers engaged and push them to make quick purchasing decisions.

The subscription model in e-commerce is growing quickly. Instead of making one-time purchases, customers sign up for regular deliveries — often on a monthly basis. Popular in industries like beauty, health, fitness, and even automotive care, this model allows customers to receive products like meal kits, grooming supplies, or essential auto care items on a recurring basis. It’s convenient, cost-effective, and ensures customers never run out of what they need.

David Loo, Owner of Xpro Auto Glass, sees the potential for this model in the auto industry as well. “People don’t think of auto glass care as a subscription service, but regular check-ups, proactive repairs, and warranty renewals can easily follow this trend. The key is to educate customers on the long-term savings and convenience, and that’s where strong digital marketing comes in.”

But the success of subscription models relies heavily on smart digital marketing. Brands use email campaigns, targeted ads, and educational content to showcase the benefits of subscribing. From blog posts that highlight “5 Reasons You’ll Never Run Out of Essentials Again” to social media videos showing how easy it is to subscribe, every touchpoint is designed to build trust and show convenience.

Once a customer joins, businesses can use email automation to keep them engaged. Businesses can send timely updates about new product arrivals, exclusive discounts, and reminders about upcoming shipments. These automated touchpoints keep customers connected.

Beyond engagement, it’s also about building a strong relationship. Richard McKay, CEO & Managing Director of Sprung Gym Flooring, draws a clear connection between consistency and retention. “Just like maintaining a gym floor, maintaining customer relationships requires regular attention. Automated emails are like routine check-ins — they remind subscribers of the value they’re getting and keep them from walking away.”

The subscription model works because it offers a simple, stress-free experience for customers and a steady, predictable revenue stream for e-commerce businesses. With the right email strategy, brands can keep subscribers informed, excited, and loyal, ensuring long-term success in a competitive market.

Shoppers don’t stick to one device or platform when shopping online. They check products on their phone during a break, read reviews on a laptop, and finish the purchase on a tablet or in-store. This behavior has made omnichannel experiences a must for e-commerce brands.

An omnichannel strategy connects every shopping channel — websites, apps, in-store touchpoints, and social media — into one smooth experience. It allows customers to move between devices without losing progress. For example, a shopper can add products to a cart on a desktop and later complete the purchase on their phone without starting over.

Mary, CEO of African Net Sponge, says, “If a customer adds something to their cart on a website, they expect to see it on their phone too. It’s not an extra perk — it’s what people expect now. Brands that don’t make this happen are at risk of losing that customer.”

Omnichannel strategies aren’t just about making shopping easier — they’re about increasing sales. By offering a seamless experience across platforms, brands reduce frustration and give customers more reasons to complete their purchase.

AI chatbots are a key part of e-commerce. These automated assistants answer customer questions and handle tasks like order tracking. They’re available 24/7, which means customers get help anytime — even outside business hours.

I spoke with Noam Friedman, CMO of Tradeit, who explained, “Digital marketing plays a big role in how chatbots are used in e-commerce. Instead of only handling customer service, chatbots are now part of a brand’s sales and marketing strategy.”

For example, chatbots can recommend products based on a customer’s browsing history or suggest items frequently bought together. This approach boosts upselling and cross-selling opportunities.

Plus, unlike traditional customer support, chatbots work instantly. They answer common questions like “Where’s my order?” or “Do you have this in stock?” without involving a human agent.

What makes AI chatbots so effective is their ability to learn over time. Using machine learning, they get better at understanding customer needs.

AR and VR help customers see and experience products before buying, which builds confidence and reduces returns.

AR allows customers to visualize products in their own space using a phone or tablet. They can see how a sofa would fit in their living room or how a pair of glasses would look on their face. This interactive experience makes it easier for people to make confident decisions before hitting the “buy” button.

“Buying a mattress online feels like a gamble because people can’t test it first,” says Martin Seeley, CEO of Mattress Next Day. “But with AR, customers can visualize how it looks in their room and get a sense of the size and fit. It takes away that uncertainty, which is often the reason people hesitate to buy large items online.”

On the other hand, VR takes it further by letting customers explore a virtual store. Instead of scrolling through product images, they can “walk” through a digital store, check out products, and see details up close. It makes online shopping feel more like an in-person store visit.

For e-commerce brands, AR and VR create a better shopping experience. Customers are less likely to return products when they know exactly what they’re getting. It’s especially useful in fashion, home decor, and beauty — where people want to see how products look on them or in their space before buying.

Digital marketing supports AR and VR experiences through social media campaigns, product page enhancements, and app-based AR features. As more people get used to AR and VR shopping, brands that offer these features will have a clear edge.

George Silagadze, Co-Founder & CEO of Photo2Painting, points out the impact of this approach, “When customers can visualize how a custom painting will look on their wall before it’s even created, it removes doubt from the process. It’s no longer a guessing game — they’re buying with full confidence, which leads to higher satisfaction and fewer returns.”

M-commerce allows customers to browse, shop, and pay for products directly from their smartphones. This step makes shopping more convenient and accessible.

Digital marketing fuels the growth of M-commerce by helping brands stay connected with mobile shoppers through personalized ads, SMS campaigns, and timely push notifications.

“When people get a message about a price drop or see a product suggestion that matches their past searches, it grabs their attention,” says Corey Schafer, SEO Specialist at Florin|Roebig. “That kind of personalization makes them feel understood and more likely to complete a purchase.”

For example, SMS marketing allows brands to send promotions, cart reminders, and exclusive deals straight to customers’ phones. Since people check their phones often, SMS messages get noticed more than emails.

Shoppable video content lets customers buy products directly from the videos they watch. Instead of searching for a product link, viewers can click on items shown in the video and make a purchase instantly. This trend is growing fast on TikTok, Instagram, and YouTube.

Brands use digital marketing to promote these videos through ads, influencer collaborations, and social media campaigns. This strategy makes it easier for customers to shop and reduces the steps to purchase.

Andy Slack, Founder of JuicyLlama, says, “People don’t want to hunt for links anymore — they want to see it, click it, and buy it. Shoppable videos make buying effortless, and that simplicity is what drives higher sales.”

Gamification is a growing trend in e-commerce that is changing the way people shop online. Instead of offering traditional shopping experiences, brands are adding fun, game-like features to keep customers engaged and excited.

One of the most common ways brands use gamification is through points-based reward systems. Customers earn points every time they make a purchase, leave a review, or refer a friend. These points can be exchanged for discounts, free products, or exclusive perks.

Another popular approach is spin-to-win wheels or mini-games on websites. You’ve probably seen pop-ups that let you spin a wheel for a chance to win discounts, free shipping, or special offers. This strategy grabs attention and makes customers feel like they’re winning something special.

“When a customer sees a spin-to-win wheel, it’s not just about the discount — it’s about the thrill of getting something exclusive. That excitement turns visitors into buyers much faster than a simple promo code,” says Per Markus Åkerlund, CEO of MEONUTRITION.

Digital marketing plays a huge role in driving gamification in e-commerce. Brands promote these interactive experiences through email campaigns, social media ads, and push notifications.

For example, an email with the subject line “Spin the Wheel and Win Big!” is more likely to get opened than a regular discount email. Social media ads showing customers unlocking rewards or spinning a prize wheel create curiosity and make people want to try it themselves.

Gamification doesn’t just make shopping fun — it also boosts sales. When customers feel like they’re part of a game, they stay on the website longer and are more likely to complete a purchase. It creates urgency, especially when there’s a chance to win something instantly.

In addition, gamification builds stronger customer relationships. Steven Guo, Co-Founder of Medjool Days, believes that reward-based interactions have a lasting impact on customer loyalty. “When people feel rewarded for their actions, they’re more likely to stay loyal to the brand. Customers who feel appreciated are less likely to shop with competitors.”

Brands also gather valuable data through these interactive experiences, which they can use to create personalized offers, product recommendations, and better customer service.

We’ve seen how digital marketing is driving real change in e-commerce. Basically, it’s about smarter shopping experiences, personalized recommendations, and meeting customers where they are — whether that’s on social media, search engines, or mobile apps.

Businesses that keep up with trends like live shopping and mobile-first experiences will have a better shot.

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