Top Five Digital Consumer Trends in 2022

February 2022

Technological advances in 2022 will continue to reshape shopping behaviour for digitally-savvy consumers. This report explores the top five tech-driven trends expected to reshape commerce the most in the year ahead. Some of the trends included in this report’s edition touch on topics such as the post-pandemic consumer, the metaverse, sustainability, loyalty, last mile delivery and collection and quick commerce.

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This report comes in PPT.

Key Findings

Trend No. 1: Predictive Personalisation

The concept of loyalty is in flux. The notion of what it means to be loyal and how that loyalty is rewarded is evolving. At the same time, consumers are more digitally savvy, leading to increased expectations. Fortunately, there is a greater volume and variety of data that companies can use to not only get more personal, but also more predictive.

Trend No. 2: Delivery in Minutes

The evolution of delivery has been marked by an increasing desire among consumers for greater speed and convenience. With a plethora of start-ups springing up to provide ultrafast delivery in urban centres, many city dwellers will soon be able to expect delivery times of between 10-30 minutes on snacks, drinks, and other convenience store fare.

Trend No. 3: Green E-Commerce

E-commerce has turned into the primary shopping channel for many off the back of the pandemic. At the same time, this channel shift has raised environmental concerns, amid growing urgency for climate action. With rapidly changing consumer expectations and stricter regulation looming, a transition towards sustainable e-commerce appears inevitable.

Trend No. 4: Pickup Perks

As concerns over supply chain logjams mount, more consumers will opt for pickup over delivery to ensure they receive the products they want in time. The trend will likely be further accelerated as more retailers and foodservice operators offer incentives to consumers to choose pickup rather than delivery in an effort to reduce costs.

Trend No. 5: Into the Metaverse Shop

Virtual commerce technologies has the potential to take online shopping to the next level. These changes started with the use of augmented and virtual realities, but now extend to immersive virtual worlds known as the metaverse. These advancements could add more dimension to the online experience, including re-creating elements of the physical world.

Key findings
A snapshot of the global digital consumer in 2022
The five tech-driven trends that will redefine commerce the most in 2022
Loyalty in the digital era will be about less tangible features such as the customer experience
Consumer loyalty is on the cusp of reinvention
More sophisticated consumers and data sources create perfect storm for next-gen loyalty
Technological advances bring unprecedented levels of personalisation to loyalty programmes
Case study: Amazon engenders customer loyalty through its one-stop ecosystem
Case study: Douyin  leverages advanced algorithms to help users discover new products
Case study: adidas‘s new company strategy focuses on data-driven customer loyalty
Companies must shift from reactive to predictive strategies to serve tomorrow’s customer
What to expect in 2022 and beyond
Consumer desire for convenience across all categories will continue to shorten delivery times
Slow delivery times are one of the most frequently reported consumer complaints
In the new era of on-demand commerce, consumers expect faster delivery times
Changing market conditions are also influencing consumer expectations on delivery times
Quick commerce business models are evolving to meet the demands of the consumer base
Case study: GoPuff builds on its position as an early pioneer of ultrafast delivery
Case study: makes faster delivery a reality for non-grocery categories in China
Case study: Rappi Turbo powers the advancement of rapid delivery in Latin America
Consolidation in the ultrafast delivery space will squeeze out smaller, lower resource players
What to expect in 2022 and beyond
The surge in e-commerce globally collides with rising environmental concerns
Sustainability concerns will become more prominent as e-commerce expands
Green online shoppers are becoming increasingly mainstream
Regulators are also pushing companies for decisive climate action
Reputational risks at the heart of industry shift towards green e-commerce
Online players introduce eco-friendly options to appeal to sustainable-driven shoppers
Case study: Electrification of DHL's fleet highlights shift towards green last mile
Case study: Partnership between Alfred24 and Invisible tackles emission and packaging
Case study: Vinted highlights role of secondhand in shift towards sustainable e-commerce
Case study: Amazon's Climate Pledge programme raises awareness about green products
Shift towards green e-commerce set to accelerate amid growing urgency for climate action
What to expect in 2022 and beyond
Consumers are increasingly opting for pickup rather than delivery of online orders
The rise of e-commerce will expand the pool of potential click-and-collect shoppers
Click-and-collect service offers consumers unique advantages over delivery
As supply chain issues intensify into 2022, click-and-collect uptake is set to expand
Operators are ramping up click and collect to meet demand - and for their own benefit
Case study: Ulta entices shoppers to choose click and collect by offering targeted discounts
Case study: DHL demonstrates the massive potential of locker pickup in Europe
Case study: Meituan uses community group buying to bring click and collect to rural China
Case study: StoreKing brings click-and-collect service to rural Indian consumers
Click and collect will continue to make gains even as the world moves beyond the pandemic
What to expect in 2022 and beyond
Virtual technology has the potential to take online shopping to a new level
One third of shoppers believe virtual technologies would aid online shopping experience
Metaverse movement will tap into increased consumer comfortability with technology
Existing gamers and social media users likely to be more interested in future virtual worlds
Corporate metaverse strategies thus far focus largely on building brand equity
Case study: Charlotte Tilbury continues to expand its virtual shopping capabilities
Case study: Nike partnered with Roblox to build its own Nikeland metaverse
Case study: Zepeto’s appeal to young female demonstrates potential for online marketplace
Case study: Retailer Fred Segal shows how digital trends can influence store experience
All brands will likely need a metaverse strategy in a few years
What to expect in 2022 and beyond
Almost 80% of industry professionals said COVID-19 accelerated their digital transformation
How these tech-driven trends will change commerce in 2022
About Euromonitor’s Syndicated Channels Research


Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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