The Future of eCommerce Trends & Innovations in Video Conferencing and Online Retail Experiences

Guest post 9.8.2023. Reading Time: 6 minutes

Online retail is no longer a trend. It’s become the way that most people shop, and it’s changing how we live. That said, it’s not all roses when it comes to eCommerce — especially when you consider that nearly half of shoppers still prefer to buy in-store. There are challenges to overcome and innovations yet to be made in order for online retailers to provide an experience that mirrors the one they would get at a brick-and-mortar store. Here are some trends we’ve spotted so far:

Video conferencing still hasn’t taken over the world

It’s true that video conferencing is more popular in certain industries than others, but it’s also true that even in those industries where it’s common practice–like healthcare and education–there are still plenty of people who prefer to meet face-to-face. This can be explained by several factors:

  • People aren’t used to interacting with strangers over the internet (yet). Many people have never had an experience with video conferencing or remote work before; they may not know how comfortable they would feel meeting someone online before getting acquainted with their real-life personalities and mannerisms firsthand.
  • Even if you’re familiar with remote work, there are still times when you want face time with your coworkers or clients because it makes things easier on both sides of the table; sometimes we need another person’s input during our discussions because nothing beats human communication!
future of video conferencing

Retailers should focus on providing an online experience that mirrors the in-store experience

In order to provide an online experience that mirrors the in-store experience, retailers should focus on:

  • Touching and feeling products before buying them. Customers want to be able to touch, feel, and try out a product before making a purchase. This is especially important for large appliances like refrigerators or washing machines, which can cost thousands of dollars–you don’t want your customers ordering something they aren’t sure they’ll like! That’s why many retailers offer virtual tours of their showrooms, so customers can get an idea of what it would be like if they were actually there in person.
  • Seeing products in person (and not just pictures). When shopping online, most consumers rely on images provided by merchants as part of their purchasing decision-making process; however, these images are often taken at angles designed specifically for advertising purposes rather than representing how things actually look when viewed straight on by potential buyers who may have different standards than those used by advertisers (e.g., size). To combat this problem, some companies now use 360-degree videos, so users can see everything around them without having any blind spots when moving through space during playback – this gives them more control over where each shot was taken from, so there won’t be any surprises later down the line such as missing pieces/parts, etc.

VR and AR applications are coming to a user’s living room

VR and AR applications are coming to a user’s living room, not just in virtual reality arcades. Similarly, advancements like custom travel software development are revolutionizing the way users plan and experience their journeys, making it more immersive and tailored. While VR has been around for decades and is still finding its way into mainstream use, AR technology is just beginning to gain traction. As more consumers become aware of these technologies and experience them firsthand through apps like Pokémon Go or Snapchat filters, we expect that adoption rates will increase dramatically over the next few years.

VR/AR applications are still very new, but they’re growing in popularity every day! They’ll be used for marketing purposes such as advertising campaigns; educational purposes such as online tutoring programs; or simply entertainment – think interactive games like Minecraft, where you can travel anywhere through your phone screen (if you have access).

TV is still very much alive and well

TV is still very much alive and well, but it’s no longer the only way video content is being consumed. While TV remains the most popular way to watch video content, it’s no longer the only option. Mobile devices have become a major player in this space as more people use their smartphones and tablets to stream movies and shows instead of using cable or satellite subscriptions. Streaming services like Netflix can be accessed on any device with an internet connection–including televisions–which makes them easy to access on the go or at home when you don’t feel like getting dressed up for an event (like an awards show).

Live events are still best viewed on a screen that can display high-resolution images quickly without buffering issues or lag times between actions happening on stage, versus watching them later online via YouTube videos uploaded by attendees who were lucky enough not only get tickets but also take pictures while inside!

Customers want more control over their shopping experience

Customers want more control over their shopping experience — including where they shop and when they shop. They’ve grown accustomed to the convenience of online shopping, and now they want that same level of convenience in-store as well.

Online retailers are responding with new innovations designed to help customers get what they need when they need it:

  • Customers want to shop when they want to, not when the store is open. Online retailers have responded by offering virtual stores that operate 24/7 so shoppers can browse during off hours and place orders at any time of day or night (or even on weekends).
  • Customers also want to be able to buy online and pick up in-store — especially younger generations who don’t always feel like driving across town just because something was out of stock at one location but available somewhere else nearby. With “click-and-collect” programs like Amazon Prime Now, Walmart Pickup & Go, or Best Buy Run & Delivery (which allows customers who order online before noon on weekdays), consumers can choose where their products arrive — whether via delivery truck or car trunk — so long as it meets certain criteria (like being within a reasonable distance from home).

In-store experiences are more important than ever

In-store experiences are more important than ever because shoppers want to see, touch and feel before they buy.

Shoppers want to be able to compare products side by side and research information about the product in person. They also want the ability to ask questions of store associates who can help them make informed decisions about their purchases.

Online shopping is convenient and has many benefits over traditional retail shopping experiences, but customers still want to see the product in person before making a purchase decision. Product quality is important, as well as knowing how much something costs or whether it will fit into your budget or lifestyle needs based on what you’ve learned online about your preferences for certain brands or styles that may be available only at certain retailers (for example: “this sweater looks cute on someone else’s body type, so I think I’d like wearing one too”).

benefits of video conferencing

It is important to embed a video conferencing feature on your website

The future of eCommerce is all about experiences. Customers are seeking more than just a good product at a fair price; they want an experience that can’t be replicated in the real world, and video conferencing plays an important role in delivering this experience.

In order to make your online store stand out from other retailers, you need to provide your customers with an opportunity for interaction that goes beyond simple ordering and delivery. The video conferencing feature allows them to see their products before buying them, giving them confidence in their purchase decision and helping build trust between the brand and its customers.

The ability to interact with customers in real-time is also a great way for brands to build their personal brand. By offering video conferencing, you can become more accessible and humanize your brand. This will help build trust among potential customers who may not have heard of your business before.

Online shopping is here to stay

Online shopping is here to stay, but there are certain things that retailers can do to give customers the best possible experience.

Retailers need to focus on providing a user experience that mirrors the in-store experience as closely as possible. Virtual reality and augmented reality applications are coming to a user’s living room, not just virtual reality arcades or gaming centers.


There is no question that online shopping is here to stay. But, as we have seen, there are still plenty of opportunities for retailers who want to keep up with the latest trends and provide an experience that rivals their brick-and-mortar counterparts. Video conferencing can help you do just that by allowing customers to interact with your brand through live video calls or recorded webinars from anywhere in the world – even if they’re not physically at your store!


Mike Khorev
Mike Khorev is B2B SEO consultant who helps SaaS, software, IT, technology, B2B and start-up companies generate more sales and grow revenue online. He offers expert advice on marketing your company the right way through performance-based SEO, inbound marketing, conversion rate optimization, search engine marketing and many other online practices.