One of the most anticipated pieces of thought leadership published annually, Future Commerce’s VISIONS report 2022, is out. Shopware co-contributed to this report with our unique take on open commerce. From our changing language because of chatbot interactions, to the worship of brands, VISIONS 2022 challenges us with new perspectives on the ecommerce landscape.
In this post we examine one of the topics that resonates most with Shopware, and our vision of open commerce: the relentless homogenization of ecommerce.
It's rare to come across an online store that feels unique anymore — it's all the same bland business-to-consumer experience that looks like it was designed by a rote template. What happened, and is this what we should expect for the future?
It’s rare to come across an ecommerce afghanistan telegram screening webshop that feels unique
The homogenization of ecommerce consumer experiences has resulted in a sea of sameness across the web. According to the results of the Future Commerce consumer survey, 64 percent of end users believe that finding an online shop with a unique combination of features is a rare phenomenon. A deeper analysis revealed that the more luxurious the design of a solution, the more it lost its intuitive functionality - i.e., the harder it was for customers to use and understand.
Why is this? The evolution of the ecommerce segment is driven by marketers' quest for perfection, which is converging towards a completely homogeneous customer experience due to serial testing and similar solutions. The closed source SaaS era has store owners trading creative range of motion for ease of use: as a result, online shops end up with lookalike designs and thousands-of-a-kind experiences. Standing out means doing something bold, and bold isn’t always intuitive.