1.
1ECOMMERCE TRENDS 2019
eCommerce
TRENDS
2019

2.
2ECOMMERCE TRENDS 2019
Tom Karwatka
CEO / Divante
For the last 10 years, we have been
observing the changes that have taken
place on the eCommerce market.
We cooperate with industry leaders
and together we are looking for future-
oriented solutions. This is why, for 6
years, we have been asking eCommerce
Managers, Consultants, Retailers,
Producers and other decision-makers in
eCommerce for their opinion on the most
important trends observed in the market.
These responses help us prepare the
annual eCommerce Trends Report, which
is meant to inspire and also help make
decisions that translate into tangible
business results. This year, we have
involved 150 specialists and 6 partner
companies, which you will find at
the end of the report. We analyzed
70 trends and their impact on the
current market situation, as well as
the condition of the eCommerce
market in the B2C and B2B sectors. This
extensive report is supplemented with
mini interviews featuring industry experts,
along with additional useful content you
can find on our blog.
We hope you will like this year’s edition.
Enjoy!
Introduction

3.
3ECOMMERCE TRENDS 2019
Introduction • 2
Market Overview • 4
B2C eCommerce Sales • 5
Top eRetailers (Based on Revenue) • 7
Top eCommerce Sites (Based on Traffic) • 8
Capital Market • 9
eCommerce Startups to Watch • 10
Survey Results • 11
eCommerce Investments 2018 • 12
eCommerce Investments 2019 • 13
Changes in Investments 2018-2019 • 14
Which Investments Had the Biggest ROI in 2018? • 15
Most Impactful eCommerce Trends for the
Next 5 years • 16
Trends Matrix • 17
Inspirations • 18
Marketplaces: Better Prices, Free or Discounted
Shipping and a Broader Selection • 19
Voice Interfaces • 20
Big Data & Business Intelligence:
IoT as a Source • 21
Chatbots: Growing Popularity • 22
Microservices & Headless: Micro Frontends • 23
Content Marketing & Digital Content • 24
CRM: AI & Social CRM • 25
Mobile CRO • 26
Free Shipping/Returns • 27
Mobile Approach: PWA • 28
Personalization: Hyper-Personalization • 29
Social Commerce: See. Tap. Shop. • 30
Customer Lifetime Value and
Referral Programs • 31
Methodology • 32
Research Methodology • 33
Demography • 34
TL;DR - Quick Summary of
the Report • 35
Content Marketing: Still Important • 36
Personalization & Loyalty for the Win • 37
Cryptocurrencies and the GDPR: Things of the Past • 38
Content Marketing With the Biggest ROI • 39
Voice Interfaces & Big Data Revolutionize eCommerce • 40
Quick Wins vs. Highest ROI • 41
What do experts say? • 42
Paul Rogers • 43
Signe Burke • 44
Läslo van den Broek • 45
Estera Dugulan • 46
Contents

4.
eCommerce Trends 2019
Market
Overview

5.
5ECOMMERCE TRENDS 2019
B2C eCommerce Sales
Sources:
https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/
https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide/
https://chargebacks911.com/internet-trends-for-2019/
How will B2C eCommerce look in 2019?
In 2019, 6 out of 10 purchases consumers make will be
through digital channels.
Retail eCommerce sales
worldwide from 2014 to 2021
(in billion U.S. dollars)
0
1000
2014
1336
2015
1548
2016
1845
2017
2304
2018
2842
2019
3453
2020
4135
2021
4878
3000
2000
SalesinbillionU.S.dollars
4000
1.92B 13.7% $3.453B
online
shoppers
of total retail
is online
eCommerce sales
worldwide

6.
6ECOMMERCE TRENDS 2019
B2B eCommerce Sales
Sources:
https://www.cloudfy.com/what-to-expect-from-b2b-ecommerce-in-2019/
https://www.statista.com/statistics/273104/us-b2b-e-commerce-share/
eCommerce share of total B2B
sales in the United States from
2015 to 2021
In the US alone, the B2B market is set to top $1.8 trillion
by 2021, according to a report from Forrester.
In 2015, 9.7% of B2B sales were generated digitally.
In 2021, this share is projected to increase to 13.1%.
77% of B2B marketers consider digital marketing
to be a high priority.
0%
3%
6%
9%
12%
2015
9.7%
2016
10.4%
2017
11%
2018
11.5%
2019
12%
2020
12.6%
2021
13.1%
Shareofsales

7.
7ECOMMERCE TRENDS 2019
Top eRetailers (Based on Revenue)
Sources:
https://en.wikipedia.org/wiki/List_of_largest_Internet_companies (date: Nov 22, 2018)
Meituan-Dianping is a Chinese
group buying website for locally
found consumer products and
retail services.
B2W is an online retail company in
Latin America, founded as a result
of the merger between Americanas.
com and Submarino.com.
Country Company Revenue (in B)
United States Amazon $177.86
China JD.com $55.7
China Alibaba $39.90
United States eBay $9.567
Japan Rakuten $6.3
China Meituan-Dianping $5.4
Germany Zalando $5.55
United States Groupon $3.143
Brazil B2W $2.10
United Kingdom ASOS.com $1.40

8.
8ECOMMERCE TRENDS 2019
Top eCommerce Sites (Based on Traffic)
Sources:
https://www.similarweb.com/top-websites/category/shopping (date: Nov 22, 2018)
https://en.wikipedia.org/wiki/Main_Page (date: Nov 22, 2018)
Avito.ru is a Russian
classified advertisements
website with sections
devoted to general goods
for sale, jobs, real estate,
personal ads, cars for sale,
and services.
JD.com, also known as
Jingdong and formerly
called 360buy, is a Chinese
eCommerce company
headquartered in Beijing.
Country Company Traffic
United States Amazon 2.41B
United States eBay 1.09B
China Tao Bao 1.04B
United States Aliexpress 599M
United States Craigslist 444.43M
China Tmall 445.4M
China JD.com 431.52M
Japan Rakuten 353.80M
Russia Avito.ru 322.43M
Brazil Mercadolivre 320.52M

9.
Capital Market
Important shifts in the capital market:
• Adobe acquired Marketo for $4.75 billion and
Magento for $1.68 billion.
• PayPal acquired Swedish fintech firm iZettle for
$2.2 billion.
• Amazon bought smart doorbell company Ring
for more than $1 billion.
Sources:
https://www.computerworlduk.com/galleries/it-business/most-notable-tech-acquisitions-of-2018-3672332/
https://techcrunch.com/2018/10/09/after-its-acquisition-magento-starts-integrating-adobes-
personalization-and-analytics-tools/
Tom Karwatka
CEO / Divante
Joining Magento Commerce Cloud to the Adobe portfolio will
complement Adobe Experience Cloud by adding commerce solutions
that work for B2B and B2C. It’s like adding the last missing piece of the
puzzle. With that, customers and businesses can expect that every
interaction in Adobe will be shoppable on the web, mobile, social,
in-product or in-store.
After its acquisition,
Magento has started
integrating Adobe’s
personalization and
analytics tools.
9ECOMMERCE TRENDS 2019

10.
10ECOMMERCE TRENDS 2019
eCommerce
Startups to Watch
Sources:
https://www.businessinsider.com/50-startups-to-boom-in-2018-according-to-vcs-2017-11?IR=T#diaco-fashion-for-real-women-17
Narvar - Narvar provides software for tracking shipping
and return options for over 400 top commerce sites,
including 50% of the Internet Retailer Top 100 and 250
million customers per year.
Rent the Runway - This startup enables
its users to rent designer clothing.
After 9 years in business, the company
has grown to $100 million in revenue
with 9 million members.
Rent the Runway -
Users can either reserve
an outfit for one night
or choose a convenient
monthly plan.

11.
eCommerce Trends 2019
Survey
Results

12.
eCommerce Investments 2018
Analysis of eCommerce
Investments 2018 showed
that Content Marketing
was the most important
trend for business.
The eCommerce market
knows how meaningful it
is to engage customers
with unique and valuable
content.
It is crucial to adapt
content to users’
preferences. Today’s
content should be created
with mobile devices in
mind, as users spend a
great amount of time on
them.
Trends
Investments
made in
2018*
Content Marketing 43%
CRM 36%
Marketplaces 35%
Big Data 32%
Cloud Hosting 32%
Omnichannel 31%
Business Intelligence 30%
Free Shipping / Returns 30%
Digital Content 28%
General Data Protection Regulation 28%
Personalization 28%
Chatbots (Conversational Commerce) 27%
Mobile App 24%
Data Driven UX 21%
Social Commerce 20%
Mobile-First Approach 19%
Automated Pricing Optimization 17%
Own Brands 17%
Push Notification 17%
Cross Border Commerce 16%
Predictive Analysis 16%
Trends
Investments
made in
2018*
Automated Promotion Management 14%
Data Driven Loyalty 14%
Drop Shipping 14%
Multimedia Content - Better
Photos / Videos
14%
Customized Products 14%
Order Management System 14%
Recommendation Systems 14%
Same Day Delivery 14%
Algorythmic Driven Supply & Demand 13%
In-Store Pick-Up 12%
Microservices Architecture 11%
Progressive Web Apps 11%
Augmented Reality 11%
Alexa and Other Voice Interfaces 9%
Subscription Business Models 9%
Customer Lifetime Value & Referral
Program
8%
Headless Approach 8%
mPayments 8%
Online Security 8%
Price Intelligence 8%
Trends
Investments
made in
2018*
Security 8%
Virtual Reality 8%
IoT 8%
Open API Economy 8%
Programmatic Ad buying 7%
3D Printing 6%
Drones 6%
Design Sytems 5%
In-Store Digital Touchpoints 5%
Other AI-Based Tools 5%
Serverless Architecture 5%
Visual Search 5%
Cryptocurrencies (Bitcoin / Ethereum) 5%
Personal Shopping 3%
Beacon Technology 2%
Wearables 1%
* % of people who have indicated that the trend is leading
12ECOMMERCE TRENDS 2019

13.
eCommerce Investments 2019 Along with the Content
Marketing, Big Data was one
of the most important trends
for eCommerce in 2018.
In 2019, Big Data will
be even more essential
as it drives the high-
paced growth of other
areas including Business
Intelligence, Customer
Relation Management and
Conversational Commerce.
Data-driven eCommerce
delivers great value to even
more areas, e.g. the Internet
of Things, which gives us
new opportunities to shape
the future of the market.
Trends
Investments
planned in
2019*
Business Intelligence 38%
CRM 37%
Big Data 36%
Content Marketing 36%
Chatbots (Conversational Commerce) 31%
Personalization 31%
Digital Content 30%
Omnichannel 29%
Marketplaces 28%
Data Driven UX 27%
Cloud Hosting 25%
Customer Lifetime Value & Referral
Program
24%
Free Shipping / Returns 24%
Mobile App 24%
Predictive Analysis 23%
Mobile-First Approach 22%
Social Commerce 20%
Automated Promotion Management 19%
Cross Border Commerce 18%
Recommendation Systems 18%
Own Brands 17%
Trends
Investments
planned in
2019*
Order Management System 16%
Alexa and Other Voice Interfaces 16%
Algorythmic Driven Supply & Demand 16%
Automated Pricing Optimization 16%
Data Driven Loyalty 15%
Drop Shipping 15%
Multimedia Content - Better Photos /
Videos
14%
Other AI-Based Tools 14%
Price Intelligence 14%
In-Store Digital Touchpoints 13%
Same Day Delivery 13%
Augmented Reality 13%
In-Store Pick-Up 13%
Security 13%
Virtual Reality 13%
Customized Products 12%
Online Security 12%
Push Notification 12%
Subscription Business Models 12%
Headless Approach 11%
mPayments 11%
Trends
Investments
planned in
2019*
Progressive Web Apps 11%
IoT 10%
Personal Shopping 10%
General Data Protection Regulation 9%
Programmatic Ad Buying 9%
Visual Search 9%
Microservices Architecture 7%
Design Sytems 6%
Drones 6%
Beacon Technology 6%
Open API Economy 6%
3D Printing 3%
Wearables 2%
Cryptocurrencies (Bitcoin / Ethereum) 2%
Serverless Architecture 2%
* % of people who have indicated that the trend will be leading
13ECOMMERCE TRENDS 2019

14.
Changes in Investments 2018-2019
Personal Shopping,
Customer Lifetime Value,
Wearables are trends that
they have changed the most
compared to last year.
Interest in Serverless
Architecture,
Cryptocurrencies and GDPR
decreased by the highest
percentage compared to
last year.
Trends Changes in
Investments*
Personal Shopping 240%
Customer Lifetime Value
& Referral Program
192%
Wearables 188%
Other AI-Based Tools 166%
In-Store Digital Touchpoints 151%
Beacon Technology 139%
Visual Search 77%
Price Intelligence 70%
Alexa and Other Voice Interfaces 67%
Security 51%
Virtual Reality 51%
Predictive Analysis 44%
Online Security 41%
Programmatic Ad buying 38%
IoT 36%
Recommendation Systems 33%
Automated Promotion Management 31%
Headless Approach 31%
mPayments 31%
Subscription Business Models 30%
Data Driven UX 26%
Trends Changes in
Investments*
Business Intelligence 25%
Algorythmic Driven Supply & Demand 22%
Order Management System 21%
Augmented Reality 19%
Design Sytems 19%
Mobile-First Approach 16%
Chatbots (Conversational Commerce) 15%
Big Data 14%
Cross Border Commerce 14%
Personalization 10%
Digital Content 7%
Drones 5%
In-Store Pick-Up 4%
Data Driven Loyalty 3%
Dropshipping 3%
CRM 2%
Mobile App 0%
Multimedia Content - Better Photos /
Videos
-1%
Own Brands -1%
Same Day Delivery -1%
Progressive Web Apps -4%
Trends Changes in
Investments*
Social Commerce -4%
Omnichannel -6%
Automated Pricing Optimization -10%
Customized Products -13%
Content Marketing -16%
Free Shipping / Returns -20%
Marketplaces -20%
Cloud Hosting -21%
Open API Economy -27%
Push Notification -32%
Microservices Architecture -38%
3D Printing -48%
Cryptocurrencies (Bitcoin / Ethereum) -64%
General Data Protection Regulation -66%
Serverless Architecture -70%
* % of change between 2018-2019
14ECOMMERCE TRENDS 2019

15.
Which Investments Had the Biggest ROI in 2018?
Content Marketing, CRM
and Big Data are the
actions with highest ROI in
2018.
It’s worth noting that the
top investments are also
chosen as Top Trends to
Invest In 2019.
Trends
Investements
With the
Biggest ROI*
Content Marketing 19%
CRM 15%
Big Data 14%
Business Intelligence 13%
Omnichannel 13%
Marketplaces 12%
Digital Content 11%
Mobile App 11%
Data Driven UX 10%
Free Shipping / Returns 9%
Personalization 9%
Recommendation Systems 7%
Customer Lifetime Value & Referral
Program
6%
Mobile-First Approach 6%
Automated Pricing Optimization 5%
Cloud Hosting 5%
Cross Border Commerce 5%
Data Driven Loyalty 5%
In-Store Pick-Up 5%
Order Management System 5%
Own Brands 5%
Trends
Investements
With the
Biggest ROI*
Predictive Analysis 5%
Social Commerce 5%
Automated Promotion Management 4%
Chatbots (Conversational Commerce) 4%
Drop Shipping 4%
General Data Protection Regulation 4%
Headless Approach 4%
Alexa and Other Voice Interfaces 3%
Multimedia Content - Better Photos /
Videos
3%
Personal Shopping 3%
3D Printing 2%
Algorythmic Driven Supply & Demand 2%
Augmented Reality 2%
Beacon Technology 2%
Design Sytems 2%
IoT 2%
Microservices Architecture 2%
Online Security 2%
Other AI-based Tools 2%
Price Intelligence 2%
Programmatic Ad Buying 2%
Trends
Investements
With the
Biggest ROI*
Progressive Web Apps 2%
Same Day Delivery 2%
Security 2%
Subscription Business Models 2%
Virtual Reality 2%
Visual Search 2%
Cryptocurrencies (Bitcoin / Ethereum) 1%
Customized Products 1%
mPayments 1%
Serverless Architecture 1%
Drones 0%
In-Store Digital Touchpoints 0%
Open API Economy 0%
Push Notification 0%
Wearables 0%
* % of people who have indicated that the trend has highest ROI
15ECOMMERCE TRENDS 2019

16.
Most Impactful eCommerce Trends for the Next 5 years
In the long term, Alexa
and other Voice Interfaces,
and Big Data are seen
as the most impactful
eCommerce trends of the
next 5 years.
The new experiences
that Voice Interfaces and
usage of Big Data offer can
change the way people
shop online and the
eCommerce market as we
know it.
Trends
The Most
Impactful Trends
in the Future*
Alexa and Other Voice Interfaces 27%
Big Data 27%
Augmented Reality 19%
Personalization 18%
Chatbots (Conversational Commerce) 17%
Business Intelligence 15%
Mobile-First Approach 15%
Algorythmic Driven Supply & Demand 15%
Data Driven UX 15%
Marketplaces 15%
Predictive Analysis 15%
Progressive Web Apps 12%
Automated Pricing Optimization 11%
Omnichannel 11%
CRM 10%
IoT 10%
Social Commerce 10%
3D Printing 9%
Data Driven Loyalty 9%
Price Intelligence 9%
Same Day Delivery 9%
Trends
The Most
Impactful Trends
in the Future*
Automated Promotion Management 8%
Customer Lifetime Value 8%
Customized Products 8%
Mobile App 8%
Headless Approach 7%
In-Store Digital Touchpoints 7%
Other AI-Based Tools 7%
Virtual Reality 7%
Content Marketing 6%
Drones 6%
Beacon Technology 5%
Cross Border Commerce 5%
Free Shipping / Returns 5%
Microservices Architecture 5%
Open API Economy 5%
Own Brands 5%
Visual Search 5%
Drop Shipping 5%
Programmatic Ad Buying 5%
Recommendation Systems 5%
Cloud Hosting 4%
Trends
The Most
Impactful Trends
in the Future*
Digital Content 4%
mPayments 4%
Multimedia Content - Better Photos 4%
Security 4%
Cryptocurrencies (Bitcoin / Ethereum) 3%
In-Store Pick-Up 3%
Design Sytems 2%
General Data Protection Regulation 2%
Online Security 2%
Wearables 2%
Order Management System 2%
Personal Shopping 2%
Subscription Business Models 2%
Serverless Architecture 1%
Push Notification 0%
* % of people who have indicated that the trend
will be the most impactful in the next 5 years
16ECOMMERCE TRENDS 2019

17.
17
Trends Matrix

18.
eCommerce Trends 2019
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20ECOMMERCE TRENDS 2019
Well, this is the end of the report, but we hope that’s
the beginning of a great year for your business!
If you’d like to talk about your eCommerce, have any
thoughts regarding the report or just want to say
hi, contact us on: hello@divante.co
Tom Karwatka
CEO / Divante