Experience, personalised shopping, technological innovations

Analysts say online sales will become 2-3 times bigger in Hungary in just 5 years’ time. In addition to technological innovations, it is also important that online retailers can now target consumers with personalised offers and additional services. Consumer trust has changed recently: masses of people have discovered and started profiting from the opportunities of buying online.

One of the most important fields where further development can be expected is artificial intelligence (AI). This is well indicated by the fact that one of the top innovations in 2017 was the widespread use of chatbots. In 2018 this trend will continue, and with the help of automation recommending products will become more efficient. Personalised product and service offers can also be made. A growing number of brands provide consumers with free additional services when buying online, such as delivery on the day of purchase, trying products virtually, personal counselling, etc. In 2018 a large part of online sales are likely to be realised using smartphones. This means that online retailers need to optimise their platforms for mobile use. For instance brands.hu managing director Zsombor Rókusfalvy told our magazine: they expect that in 2018 more users will visit their website from smartphones than from computers. With each innovation the goal is to keep customers loyal, as even the most loyal shoppers can easily switch to another online shop if they get a bigger discount or higher quality service. //