More brands than ever before are starting their journey into the world of ecommerce, which means more competition, but also, more innovation.

Whether it’s Oatly changing your perspective on out-of-home advertising or Liquid Death changing their controversial drink name to an even more controversial name, the boundaries keep getting pushed and the trends get harder to predict. 

But that doesn’t mean we can’t give it a go.

So, what’s in store for 2024?

We’ve compiled a list of the top 10 Shopify and ecommerce trends to expect in 2024, as well as how to implement them right now to get ahead of your competition.

Top 10 Shopify Trends for 2024

1. Same-Day Delivery

‍56% of shoppers believe that same-day delivery options are important - up 23% in the last 3 years.

In recent years, with the amount of on-demand, easily accessible services available such as Uber Eats, Deliveroo, and Amazon Prime, customers have become even more accustomed to receiving their orders within hours. In fact, consumers don’t just want the option of fast delivery times, they expect it, and are more than willing to pay the extra delivery cost for same-day or next-day delivery. 

Same-day delivery offers a solution that aligns perfectly with shoppers' desire for instant access to their purchases, mimicking the immediacy of in-store purchases. So to stay ahead of the competition in 2024, you need to start embracing the expectation for same-day delivery as the new norm. If you aren’t giving your customers this option, they’ll likely turn to competitors who do. 

Implementing same-day delivery can also lead to higher conversion rates and reduced cart abandonment for your Shopify store. Customers are far more likely to complete a purchase if they know they can receive their items promptly.

However, same-day delivery services do require careful consideration, planning, and coordination:

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• Use local, reliable couriers or delivery service providers. Integration with these services through Shopify’s platform or third-party apps on the Shopify App Store allows for seamless order processing and real-time tracking for both you and your customers.

• Offer time-sensitive delivery options. Provide customers with limited time slots or windows for same-day delivery during the checkout process, then allow them to select these options based on their convenience and location. This transparency ensures clear expectations regarding delivery times, increasing customer satisfaction. 

• Optimise order processing and fulfilment. Streamline internal processes for order handling and fulfilment. Implement efficient workflows within your Shopify store to prioritise same-day orders, ensuring they’re picked, packed, and dispatched swiftly. You could utilise automation tools such as sendcloud to make this process easier. 

• Use environmentally friendly options. Consider opting for eco-friendly delivery services such as carbon-neutral couriers to align with sustainability trends in 2024. We’ll talk more about sustainable ecommerce later on.

2. Voice-Enabled Search 

Utilising voice-enabled search is a huge trend anticipated to reshape online shopping in 2024.

With the increase of AI-driven assistants like Siri, Alexa, and Google Home, voice search is gradually becoming the preferred method of online search. In fact, around 40% of internet users in the US use voice assistants at least once a month.

Consumers value ease of use, and due to their convenience and efficiency, voice assistants have very quickly gained traction. Currently, 4.2 billion voice assistants are used across the world, expected to rise to 8.4 billion next year.

And they aren’t just being used for the weather forecast. People are continually turning to voice commands as a hands-free and intuitive means of interacting with their devices - even for shopping.

By simply vocalising their search queries instead of typing them, your customers can effortlessly search for products, enquire about product details or prices, and even place an order.

This hands-free approach not only improves your Shopify Store’s customer experience, but also significantly enhances accessibility, which appeals to a much wider audience, including those with disabilities or who can prefer voice activation over typing. 

How to optimise your Shopify store for voice search:

• Infuse conversational and natural language across your site, such as descriptive keywords. This includes product descriptions and FAQs to align with how people will phrase their voice search queries. 
• Prioritise page speed optimisation to prevent site abandonment and to ensure a seamless experience when using your voice-enabled search feature. Quicker page loading times not only make content more accessible, but also ensure faster and more accurate results when customers use voice search.
• Ensure your Shopify store is mobile responsive as the majority of voice searches are performed on smartphones. 
• Focus on local SEO efforts by incorporating long-tail and location-based keywords across your website.

3. Increased Security Measures

In recent times, there has been a rise in online transactions, consumer expectations, and heightened awareness regarding data protection. So it’s become very important for online businesses to increase their cybersecurity and privacy.

Consumers are becoming way more vigilant about safeguarding their personal information. As a Shopify merchant in 2024, you need to make significant improvements in your security measures to build trust.

‍70% of customers will feel more confident in making purchases, especially larger ones, if a brand has a strong commitment to security by protecting their data. And they are more likely to return in the future because they know they can trust your online store. 

Examples of ecommerce security and privacy trends for your Shopify store in 2024:

Ecommerce fraud protection

Worldwide ecommerce sales are expected to reach $6.3 trillion in 2024, meaning that unfortunately, there will be even more opportunities for scammers to hijack customer data and commit fraud. 

To prevent this from happening, you should implement specific security measures for your Shopify store, including:

• 2-factor or multifactor authentication 
• AI-driven fraud detection
• Regularly updated and tested security protocols 
• Providing clear information to educate customers on safe practices

Shopify’s guide looks into how to combat the 7 different types of ecommerce fraud to create a safer shopping experience for your customers.

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Transparency when it comes to customer data usage

‍One study found that three-quarters of consumers are concerned about the privacy, security, and usage of their data, and another found that only one-third of people believe that brands use their data responsibly.

You want your online store to be trusted and have a positive brand image; so regardless of what you’re collecting customer data for, you need to be transparent about how you’re using it. 

For example, if you’re collecting email addresses or contact information, using forms or quizzes to gather information, it’s important to include a brief message explaining what you’re going to do with their data, and that they don’t need to be worried. 

4. AI Customer Support, Chatbots, and Machine Learning 

As customers increasingly seek instant and accessible support 24/7, 2024 is set to see a surge in AI-driven customer support, chatbots, and machine learning technologies. 

The evolution of these AI-powered tools has revolutionised customer service for ecommerce and Shopify stores by offering fast assistance, personalised interactions, and efficient problem-solving capabilities. 

AI-powered chatbots provide product recommendations, handle inquiries, and allow for seamless transactions, all while delivering consistent, high-quality, and personalised support. By integrating AI chatbot support within your Shopify ecommerce store, you’ll build stronger relationships with your customers and drive more sales by providing a great customer experience. 

The adoption of machine learning in AI customer support is also transforming the way businesses interact with their customers. Through the analysis of huge amounts of data, machine learning algorithms can predict customer behaviour, preferences, and even potential issues. This not only enhances the efficiency of resolving customer queries but also contributes to higher customer satisfaction.

‍94% of business leaders agree that AI-driven automation is critical to business success. What makes AI customer support so attractive to online stores is its scalability and cost-effectiveness, whilst still being able to meet the heightened demands of consumer demands. 

5. Sustainability Initiatives

Sustainable ecommerce, or ‘green shopping’ is guaranteed to be on the rise in 2024, with 78% of consumers considering a sustainable lifestyle important to them.

Consumers are starting to think twice about what they buy, and are concerned about the environmental impact of their purchases. Sustainability initiatives from popular brands like Patagonia, Nike, Tentree, and Seventh Generation have also influenced buyers to look for the most sustainable options when purchasing. 

• 60% of shoppers would be willing to spend more on a product with sustainable packaging.
• 42% of shoppers purchase products that are specifically eco-friendly “very often” or “always”.
• 28% of shoppers always consider the environmental impact of delivery options when buying online.

As a Shopify merchant, it’s super important that you align with the current sustainability goals to stay relevant in 2024, including sustainable practices, such as:

• Eco-friendly packaging
• Renewable materials
• Figuring out ways to cut down on emissions during production and shipping
• Supporting ethical and fair trade practices
• Promoting responsible consumption

Businesses prioritising sustainable ecommerce resonate with environmentally conscious shoppers who want to support companies that are doing good things and contribute to a positive brand image. 

Moreover, governments are starting to put regulations and initiatives in place that push for online businesses to adopt more eco-friendly strategies, similar to those listed above. So companies that get ahead of the game with sustainable practices are not only doing their bit for the planet, but are also more likely to gain a competitive edge.

Be sure to communicate your commitment to sustainability through your marketing channels, such as social media, website pages and banners, and email marketing. You should use graphics, videos, text, and other tools to provide consumers with an insight into your initiatives. 

If possible, you should also highlight certifications or eco-friendly badges your business has acquired, such as eco-certifications, fair trade labels, or carbon-neutral accreditations. Display these badges prominently on your website and social media profiles to showcase your dedication to environmental consciousness. 

6. Social Commerce 

‍76% of consumers have purchased a product they saw in a brand’s social media post; 11% buying immediately, and 44% buying later. 

However, social media isn’t just a tool for promoting your products, customers can now make a purchase directly from your profile. Platforms such as Instagram, Facebook, Pinterest, and TikTok provide a seamless buying experience where users don’t even have to leave the app to make a purchase or complete a transaction. 

The social commerce trend has been fueled by the recent change in consumer behaviour, where people are increasingly seeking convenience as well as a personalised shopping journey.

‍47% of consumers in the US have recently purchased from a brand’s social media page, while 58% are interested in doing so - expected to rise even higher in 2024. 

Adding features like in-app checkout, shoppable posts, or live shopping events on your social media profiles is a great way to target this huge and continually growing customer base.

Instagram shops are also one of the most popular social selling features used by Shopify and ecommerce business owners, offering the highest ROI and easy in-app shopping. They allow brands to open a storefront, add their products, and run ads in the same place. 

With the social commerce trend expected to gain even more popularity throughout 2024, it’s become even more crucial that Shopify and ecommerce store owners leverage both organic social and paid social as a sales channel to help drive revenue. 

Here are 3 simple steps to effectively build a social commerce presence:

• Have a seamless integration between your ecommerce store and social media channels. Utilise Shopify’s built-in social commerce features or use third-party apps to enable in-app shopping experiences.

• Create visually compelling and engaging content. This includes high-quality images, videos, or interactive content that showcases products authentically. Encourage UGC and also think about collaborating with influencers to amplify the reach of your brand. 

• Engage and interact with your followers. Encourage conversations among your followers, respond quickly to customer comments and feedback, and actively participate in discussions. By doing so, you’ll build a loyal social following consisting of individuals who are more likely to purchase products from your social profiles. 

To learn more about how you can create a successful social and content marketing strategy for your Shopify store or mobile app, read our guide.

7. 360 Product Videos

Online customers will still have the same questions, thoughts, and concerns about a product’s design, size, and functionality they’d have in-store. 

So if you want to be competitive, you need to look for ways to answer your customers' questions digitally - and one of the best ways to do that is through 360 product videos. 

360 product videos are immersive visual presentations that allow viewers to rotate and explore a product from different angles, offering a complete view of the item.

Product videos as a whole have emerged as a powerful tool for engaging customers as if they were physically shopping, but from the comfort of their own devices. As consumer preferences in 2024 will shift towards more immersive and visually engaging experiences, product videos will offer a dynamic way to showcase products and highlight their details, features, and benefits.

One of the key drivers behind the rise of 360 product videos is their ability to communicate product information more effectively than text or images alone. Shopify and ecommerce stores that incorporate engaging and informative product videos have the opportunity to boost conversion rates by over 80%.

8. Mobile Optimisation 

Mobile shopping is on the rise, and shows no signs of slowing down. 

By 2024, it’s expected that global ecommerce sales from mobile devices will reach $4.5 trillion, making up the majority of total online sales. 

When making purchases online, 75% of consumers prefer to use their mobile device, compared to 15% for desktop, and 6% for tablet. 

Today’s consumers expect seamless, responsive mobile experiences, so it’s become more important than ever for Shopify businesses to optimise their websites for mobile devices.

If you ever need further assistance with Shopify technical issues, you can always hire a Shopify developer to execute your projects. Top companies and startups hire Toptal dedicated Shopify freelancers for their mission-critical software projects.

Creating a user-friendly mobile website or Shopify store simply means focusing on ease of use:

• Streamline the checkout process
• Reduce page loading times
• Optimise your visual content for smaller screens
• Integrate mobile wallet payment options

Having a mobile-friendly website ensures that your customers can browse your products, services, and offerings within just a few clicks. The streamlined checkout processes and responsive design that comes from mobile optimisation will deliver the convenience and efficiency that shoppers demand in 2024. 

However, to stay ahead of their competition in 2024, businesses have realised that they need to prioritise being mobile-first, not just mobile-optimised. This is where a Shopify mobile app builder comes into play. 

On average, mobile apps have a 157% higher conversion rate than mobile websites. 

One reason why mobile apps have high conversion rates is because of their speedy loading times. They’re designed to be both fast and responsive, which means they load much quicker than mobile websites, providing a seamless user experience, smoother transitions, and instant response to user interactions, boosting your customer retention and conversion rates.

Mobile apps are specifically built to provide your customers with the best experience on mobile, and with the majority of traffic to Shopify stores coming from mobile (79%), they’re going to be your best channel for making more sales throughout 2024.

If you want to grow your Shopify store through a mobile app, StoreLab can help. Both of our mobile app plans include a fully designed, personalised, and customizable iOS & Android mobile app for your store, helping you boost sales, increase AOV, and drive customer loyalty. Talk to a member of the StoreLab team to find out more.

Alternatively, you can learn more about the benefits of Shopify mobile apps by reading the article, Should I Get a Mobile App for My Shopify Store?

9. AR & VR Experiences

Augmented reality (AR) and virtual reality (VR) have revolutionised ecommerce by providing customers with immersive shopping experiences, where they can visualise products in their own environment before making a purchase. But the difference between the two is that AR adds digital elements to the real world, whilst VR creates an entirely computer-generated environment.

AR & VR experiences drive 200% more engagement, their main goal being to reduce uncertainties when shopping and increase customer satisfaction. 

Shopify found that products advertised with the option for AR/VR content saw a 94% higher conversion rate than products without it. 

AR, in particular, has gained popularity for ecommerce and Shopify stores by offering features such as virtual try-ons for clothing, makeup, or accessories, enabling customers to see how products might look, fit, or match their skin tone before buying. 

VR, on the other hand, creates immersive shopping environments where customers can explore virtual stores, interact with products, and even stimulate real-world interactions. 

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For example, IKEA Kreativ (shown above) offers an AR/VR integration for you to place and view 3D products in your home. So if you’re looking to purchase a sofa, but are unsure of what it will look or feel like in a specific room, you’ll have a true-to-size, real-life, and immersive experience to show you.

‍Shopify offers tools and plugins that enable seamless integration of AR and VR features into your online store, helping you to enhance your ecommerce strategy and customer experience. 

10. Subscription and Loyalty Services

Subscription and loyalty services for ecommerce stores are where customers can sign up for recurring deliveries of products or access to services on a scheduled and automatic basis. It means that customers can subscribe to receive products they use regularly, often for a discounted price, without having to manually reorder. 

Subscription options add a layer of convenience and predictability for both customers whilst guaranteeing your business a steady stream of income.

Based on customer needs, subscription and loyalty services are often set to weekly, monthly, and yearly intervals, and are particularly effective in industries like beauty, health, software, cleaning, and cookery (e.g. meal kits). 

Here are the most common ecommerce subscription services:

• Replenishment subscriptions. These involve the regular delivery of consumable items such as groceries, cosmetics, or household essentials, ensuring that customers never run out of their needed or day-to-day products.

• Access-based subscriptions. These subscriptions offer customers access to exclusive content, services, or features on an ongoing basis. For example, streaming services, online courses, or membership platforms.

• Discount or membership subscriptions. Where customers subscribe to gain access to special discounts, loyalty rewards, or member-only benefits, encouraging ongoing engagement and purchases. 

Some ecommerce platforms like Shopify facilitate the setup and management of subscription services, allowing businesses to easily integrate and manage recurring deliveries or memberships directly through their online store. You can discover more about some of the Shopify apps that allow you to create subscription services for your ecommerce business here. 

To run a successful subscription and loyalty service for your ecommerce or Shopify store, you need to:

• Choose the right subscription model
• Create compelling subscription offers
• Streamline the customer experience
• Focus on retention and customer retention
• Use analytics to track success 

If you’re looking to find more effective ways to boost your customer loyalty, check out 12 more proven strategies to boost sales and loyalty.

Final Thoughts

Are you looking to grow your Shopify store even further? If so, then StoreLab's Shopify growth service can help.

Both of our mobile app plans include a fully designed, personalised, and customisable iOS & Android mobile app for your store, helping you boost sales, increase AOV, and drive customer loyalty.

After working with StoreLab to build a custom mobile app for his Shopify store and run targeted social ads, Mark Littlewood, Founder of It’s a Dog’s Life, saw a 400% increase in sales...

If you’d like to see this same success for your Shopify store, book a call with one of our Shopify growth experts.