Top Five Digital Consumer Trends in 2024

Delivery

This report comes in PPT.

Key findings

Trend no. 1: Intuitive E-Commerce

The rising influence of digital channels among consumers is putting pressure on companies to improve the online experience. This is becoming possible due to evolving data-gathering strategies and emerging technologies, from AR to IoT to Gen AI. These advances have the potential to transform the online shopping experience, leading to one that is more intuitive.

Trend no. 2: TikTok Economy

Digital consumers are flocking to TikTok and Douyin, twin social media platforms that have embraced short-form video content. Brands are striving to promote their products and services on these platforms, but some of the viral trends that are doing the most to boost brand sales are emerging organically from users on those platforms, without any direct brand involvement.

Trend no. 3: Outsmart Online

Against a backdrop of mounting macroeconomic uncertainty and increasing digitalisation, consumers are increasingly seeking out online platforms dedicated to rooting out the best deals. However, more and more consumers are utilising these platforms in ways that brands do not intend – and, increasingly, in ways that brands disapprove of outright. 

Trend no. 4: Recommerce 2.0

Recommerce is surging and evolving globally, driven by environmentally conscious, thrifty and tech-savvy younger consumers. Brands and retailers recognise the potential of the market and are actively adopting various strategies to enter it, mirroring the convenience of e-commerce, and making recommerce more widely accessible across geographies and product categories.

Trend no. 5: Revamped Returns

Consumers have long wanted hassle-free returns, but delivering on that expectation has not been without challenges. The convergence of trends like the rise of e-commerce, the closure of stores and more sustainable strategies is moving returns up the industry agenda. New technologies and partnerships are paving the way to a revamped return experience.