Exploring the future of ecommerce and web design

Karl Young is a content specialist at Plusnet, producing onsite content, handy user guides, and creative concepts. He’s written articles about tech, the internet, and the future for a host of marketing and digital platforms across the web. We found an interesting article of Karl’s on Marketing Tech that explores the future of ecommerce and web design:

Ever wondered how the internet will change how we shop in the future? So have we.

In a new whitepaper by Plusnet, experts have been giving their predictions based on the two established ways the internet will evolve: speed and availability.

Internet speeds could potentially rise to ten times the current broadband speed if emerging technology is anything to go by, and new, faster mobile connections will grow quicker and more widely available across the world.


Shockingly, only 47% of the world can currently access the internet. This number will rise in the future (it’s already risen by 4% since 2016). Greater availability of the internet across the world will open up new and emerging markets, especially in Africa and South America (two continents with some of the lowest number of internet users in the world).

faster connections will also improve conversion rates

Faster connections will also improve conversion rates across the web, which is good news to anyone with an online business. It’s said that “For each second improved in website loading, the conversion rate improves by over 2%.”

This new online area won’t just mean increased profits across the board (if any), but it will offer even more opportunities for ecommerce brands to speed up their website performance to have customers purchasing before they’ve had a second to think.

Augmented reality isn’t just for catching Pokémon – the ability to try on clothes using a smartphone or tablet as an augmented reality mirror could be on the horizon. 3D printing is another emerging technology that could be exploited by retailers, as the ability to 3D print samples of clothing and try them on may a reality in the not-so-distant future.

Web design

Web designers rejoice! Improved internet speeds will mean the dreaded restrictions on the complexity and ambition of a design due to loading times will be curtailed. This will allow designers to include better imagery, slick animations, and all the GIFs, videos, and visual bells and whistles they desire.

more ambitious designs that change and adapt to user behaviour

Improved connection speeds and performance will open the door for web developers to experiment with more ambitious designs that change and adapt to user behaviour, as Chad Rubin of Skubana explores:

“Each webpage can react with how shoppers browse an online store. You can incorporate videos and GIFs without worrying about them not loading. It’ll be a game of who can design a better, more expansive shopping experience on their platform.”

Greater availability of the internet across the world will also generate further demand for web designers, and boost the appeal of web design as a profession. A sudden rise in new potential ecommerce business owners could present a great opportunity for fledgling design firms to branch out into other continents, filling the gap until homegrown skills can catch up.

Potential setbacks

It’s not all sunshine and roses, however. With any widespread shift in the way the world works, there’s barriers to the widespread adoption of any new technology.

Privacy is the hot topic that’s likely to be the biggest hurdle to overcome, with a survey from ComRes revealed that 79% of people have concerns about their privacy online, with another survey from Verint Systems showing 86% of the public would want to know when data is being passed onto to third parties, while 1 in 9 people want to know how brands keep their data secure.

Alleviating these valid concerns will be key for brands who want to be on the ground floor of emerging internet technology and to make the most of these emerging innovations.

Take a look at the whitepaper here >

Read more at Marketing Tech here >

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