The top eCommerce trends to watch in 2023

eCommerce trend
Key Takeaways
  • Headless commerce: Flexibility, performance, and customization for improved online presence and customer experience.
  • AI and machine learning: Personalized recommendations, real-time support, and fraud detection enhancing ecommerce efficiency.
  • Personalization in ecommerce: Customized experiences, targeted marketing, and AI-generated content driving engagement, loyalty, and sales.

Are you thinking of making it big with eCommerce?

A solid digital experience platform (DXP) is crucial for your brand’s online success.

A digital experience platform encompasses a range of tools and technologies that enable businesses to create a seamless and engaging online experience for their customers.

With the increasing eCommerce industry, it’s more important than ever for companies to stay current with the latest trends and technologies to remain competitive.

In this article, we’ll look at the latest eCommerce trends to watch in 2023 and how they can help businesses improve their online presence and customer experience.

The rise of headless commerce

Headless commerce is a relatively new approach to eCommerce architecture that separates the frontend and backend of an eCommerce platform.

In headless commerce, the frontend – i.e., the user interface – is decoupled from the backend – i.e., the eCommerce functionality.

This eCommerce trend allows businesses to have greater flexibility and control over the design and presentation of their online retail stores and the ability to integrate with other third-party services.

When considering this trend, it’s essential to understand the differences between DXP and CMS to make informed decisions about your online presence.

Headless Commerce


There are several benefits of headless commerce for eCommerce businesses, including:

  1. Improved flexibility: Headless commerce allows businesses to quickly make changes to the frontend of their store without worrying about disrupting the backend functionality.
  2. Better performance: By separating the front and backend, headless commerce can help improve website loading times and reduce page bloat for online customers.
  3. Greater customization: With headless commerce, businesses can create custom user experiences tailored to their brand and customer needs for increased eCommerce sales.


There are already several examples of businesses using headless commerce in action.

  • Fashion brand Rebecca Minkoff uses headless commerce to create custom in-store experiences tailored to individual customers.
  • Skincare brand Dermalogica uses headless commerce to provide personalized product recommendations based on customer skin type and concerns.

Overall, headless commerce is becoming an increasingly popular approach for eCommerce businesses looking to improve their online presence and customer experience.

Increased use of AI and machine learning

Artificial intelligence (AI) and machine learning are two related technologies increasingly used in eCommerce.

These technologies can leverage customer data, consumer behavior, and more to discover how a customer shops.

AI in business refers to the ability of machines to mimic human intelligence. In contrast, machine learning is a subset of AI that involves training machines to learn and make data-based decisions.

This new eCommerce trend uses AI and machine learning to enhance the customer experience in several ways. For example:

  1. Personalized recommendations: By analyzing customer data, AI and machine learning can provide customized product recommendations to customers based on their browsing and purchase history.
  2. Chatbots and virtual assistants: GPT-powered AI chatbots and virtual assistants can provide customers with real-time support and assistance, improving the overall customer experience.
  3. Fraud detection: AI and machine learning can detect fraudulent activity, such as credit card fraud, in real-time, improving security for businesses and customers.


  • Online retailer ASOS uses AI to provide personalized product recommendations to customers based on their browsing history and purchase behavior.
  • Beauty brand Sephora uses an AI-powered virtual artist tool to help customers find the right makeup shades for their skin tone.

AI and machine learning is becoming increasingly important in eCommerce as businesses look for ways to enhance the customer experience and improve operational efficiency.

More personalization in online shopping

Personalization is becoming increasingly crucial in eCommerce, as customers expect a personalized experience that is tailored to their individual needs and preferences.

Studies have shown that personalization can lead to higher customer satisfaction, increased engagement, and improved sales.

Peronalization in eCommerce


There are several ways that eCommerce businesses can personalize the customer experience, including:

  1. Product recommendations: By analyzing customer data, companies can provide personalized product recommendations to customers based on their browsing and purchase history.
  2. Customized content: Ecommerce businesses can personalize the content on their website to match the interests and needs of individual customers.
  3. Tailored marketing campaigns: Businesses can improve engagement and conversion rates by segmenting their customer base and targeting specific groups with personalized marketing campaigns. Some popular types of tailored marketing campaigns include email and sms marketing, social media marketing, content marketing, influencer marketing, search engine marketing, and referral marketing. By utilizing these types of marketing campaigns, businesses can create targeted messages that resonate with their audience and increase the likelihood of conversions.
  4. Social media AI-generator content: There are various ways in which e-commerce businesses can also benefit from social media AI-generated content to provide their customers with an even more personalized shopping experience. Social media channels offer a wealth of data that can be used to create targeted advertising and customized product recommendations, enhancing the relevance and effectiveness of marketing efforts.


  • Amazon is known for its personalized product recommendations based on a customer’s purchase and browsing history.
  • Clothing retailer Stitch Fix uses a combination of augmented reality, data analytics, and personal stylists to provide customers with personalized fashion recommendations.

Businesses can improve customer engagement rate, loyalty, and sales by leveraging customer data and using technology to provide tailored recommendations and content.

Better mobile experience

The significance of mobile commerce (m-commerce) is overgrowing within the eCommerce industry as an increasing number of customers choose to utilize their mobile devices for online shopping.

Studies have shown that mobile commerce is growing faster than desktop eCommerce and that customers who shop on mobile devices are more likely to make purchases across various industries, including even pitch deck consultants.

To optimize for a better mobile experience, eCommerce businesses should consider the following:

  1. Mobile-friendly design: Websites should be designed to be mobile-friendly, with a responsive design that caters to different screen sizes and resolutions.
  2. Fast loading times: Mobile users are often on the go and need more patience for slow-loading websites. Businesses should optimize their websites for fast loading times to improve the user experience. It’s wise to hire a reliable tech partner locally, for example, a web development agency in Houston, or to work with a remote team to implement all necessary technical changes to speed up your site.
  3. Simplified checkout process: For mobile users, checkout processes should be simplified with as few steps and form fields as possible to minimize friction. Consider working with a user experience research company to gather feedback from your site visitors to learn what they like and dislike about your current checkout process.


  • Fashion retailer ASOS has a mobile app that is optimized for the mobile experience, with features like easy navigation, product recommendations, and a simplified checkout process.
  • Ride-hailing service Uber has a mobile app that provides real-time updates on drivers and allows for easy payment through mobile wallets.

Gain more online shoppers by investing in mobile shopping experiences.

The growth of voice commerce

Voice commerce, or v-commerce or conversational commerce, refers to using voice-enabled devices and platforms, such as smart speakers and virtual assistants, to facilitate online purchases.

With the growing popularity of smart speakers like Amazon’s Alexa and Google Home, voice commerce is becoming an increasingly important trend in eCommerce.

Growth of Voice commerce


Voice commerce allows customers to use voice commands to search for and purchase products.

For example, a customer might ask their smart speaker to order a specific product, add an item to their cart, or check on the status of an order.

The smart speaker or virtual assistant will then confirm the purchase and update the delivery status.


  • Amazon’s Alexa can be used to order products directly from Amazon
  • Google Assistant can be used to purchase products from Google Express partners.
  • Domino’s Pizza allows customers to order pizza through a voice assistant on their mobile app.

Improved integration

Integration is becoming increasingly important for eCommerce businesses as they look to streamline their operations and provide a better customer experience.

Integration refers to connecting different systems and platforms, such as inventory management, order fulfillment, and customer relationship management, to work together seamlessly.

By integrating different platforms, businesses can improve efficiency and reduce errors, while also providing customers with a more seamless experience.

For example, integration can allow customers to view real-time inventory levels and delivery times, or receive personalized recommendations based on their purchase history.


  • Shopify is an eCommerce platform that integrates with various third-party applications, such as inventory management, shipping, and accounting software, that makes shopping online a breeze.
  • Salesforce, a customer relationship management platform, can be integrated with eCommerce platforms like Magento and Shopify.


The top trends to watch for in 2023 for eCommerce include the rise of headless commerce, increased use of AI and machine learning, more personalization, better mobile experience, the growth of voice commerce, and improved integration.

These trends are essential for eCommerce businesses to stay competitive and provide a seamless experience for their customers.

Ecommerce businesses need to invest in digital experience platforms, mobile shopping applications, and social media platforms.

Today to improve their operations, provide a more personalized experience for their customers, and ultimately drive growth and revenue.

About the Author

Riyanshi Chaplot

Riyanshi is an enthusiastic content creator and SEO strategist at Salesmate who curates information on marketing, sales, and customer experience. She loves to explore new places and meet new people when she is not working.

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