3 quick ecommerce predictions for 2022
1. Looking at numbers differently
There’s a reason why Amazon reports more on month over month.
The historical calendar of retail sales, for a long time, was cyclical and the past two years have been so erratic, you don’t want be too bogged down trying to explain your numbers. Focus on your year-end number. Ask “are we still growing in the way that we wanted to?”
Be agile because there are a lot of adjustments that may need to be made – you may need to pull forward sales into October instead of having them hit in November or we may shift Prime Day or we may shift deals.
“For a long time it was always anniversary anniversary anniversary. I feel like it’s a ship that’s sailed for now. Part of the new world is look at when it’s best for the consumer to promote and when it’s best for your brand from an inventory position.”
2. Decline of TikTok?
TikTok is hitting mainstream advertisers and it’s a huge channel being leveraged by many brands, but I believe 2022 is the year it enters the saturated phase with monetization.
We have to realize that TikTok isn’t new and didn’t start with COVID. My personal prediction is that TikTok is going to become inundated with advertisers, influencers, etc. What we’ve seen historically with social platforms, is when a person feels a they’re being sold and advertised on a platform constantly, it ends up killing the platform.
We saw the same thing with Facebook and everyone shifted to Instagram. We saw the same thing with Instagram and now Instagram shifted to TikTok.
3. Warehouse heroes
Fulfillment was the unsung hero of 2021. It was brought up in more boardrooms than it ever has before. I feel like in 2022 the overall impact of the warehouse to a brand is going to have a lot more exposure. What’s going on with the warehouse and the warehouse team is going to have a bigger impact in the boardroom.
Whether that’s building out your own drop shipping network internally, finding a 3PL, or investing in logistics in a new way. Prioritizing logistics that is flexible is what is allowing many brands to get ahead today.