It’s been five years since the UK entered its first lockdown in response to the COVID-19 pandemic. For many industries, it was a period of immense upheaval, disruption, and uncertainty. For the ecommerce industry, the pandemic also marked a defining turning point that continues to shape the online and offline retail landscape today.
In 2020 alone, the share of online retail sales leapt from 16% to 19%, reflecting a significant increase in online shopping due to the pandemic. At the beginning of the pandemic, around 34% of all retail sales in the UK were made online. As physical shops shut their doors, the internet became a commercial necessity. What began as a scramble for survival has since evolved into a lasting shift in consumer behaviour that has rapidly accelerated in recent years, with the global ecommerce market projected to reach $6.4 trillion by the end of 2025.
Transitioning from survival to growth mode
During the initial lockdown, small businesses in particular raced to establish digital storefronts simply to stay afloat. In those early months, functionality and speed trumped finesse. But shoppers’ expectations have shifted, and basic ecommerce platforms often don’t help merchants accommodate evolving customer buying behaviour.
Today’s ecommerce landscape is not only crowded, but increasingly sophisticated. The brands that will achieve long-term success are those that provide engaging customer experiences, establish a presence on multiple channels to meet consumers where they are, and integrate relevant marketing strategies powered by real-time data.
Whether it’s an intuitive checkout, user-generated content, or advanced product visualisation, today’s consumers expect more,and they expect it fast. In return, they’re rewarding brands that deliver seamless and personalised experiences with their loyalty. Recent research indicates that a staggering 77% of consumers are more likely to choose, recommend, or pay extra for brands that provide such experiences.
AI enhancing the ‘human touch’ in customer experience
As ecommerce continues to grow, the challenge for brands is to strike the right balance between delivering a ‘human touch’ experience and keeping pace with the ever-evolving consumer expectations.
Artificial Intelligence (AI) is emerging as a powerful tool for consumers to discover products and research purchases. Retailers are now deploying intelligent chatbots to offer real time, context-aware customer service. Machine learning algorithms power product recommendations that feel less like guesswork and more like helpful suggestions from a trusted assistant, tailored to a customer’s preferences and previous buying behaviour.
This shift towards conversational commerce is bridging the divide between in-person and digital experiences. Personalised product journeys, predictive search, and dynamic content are just the beginning. By tapping into behavioural data, AI enables businesses to understand their customers on a deeper level and customise every touchpoint accordingly.
Beyond TikTok: Achieving an omnichannel presence
Lockdown also gave rise to a new generation of digital consumers, shaped by social media and driven by discovery. Platforms like TikTok weren’t just sources of entertainment during isolation; they became powerful engines of product discovery and impulse purchasing.
TikTok Shop, which launched off the back of this trend in 2021, offers a blend of content and commerce that appeals to younger audiences. Significantly, it paved the way for the launch of similarly immersive platforms such as Amazon Anywhere and Instagram Shop. However, with regulatory uncertainties looming, particularly in markets like the US, it’s important to consider that overreliance on a single social platform carries real risk for brand presence.
Social commerce should be a component of a broader strategy,one that spans owned websites, third-party marketplaces, mobile apps, and physical retail, where relevant for a brand’s customers and the business itself. This omnichannel approach maximises reach, reinforces brand identity, and ensures customer touchpoints remain consistent and engaging, wherever the shopper is.
Looking ahead: The importance of agility, technology, and experience
The years since the Covid pandemic have seen consumer expectations skyrocket. They demand speed, convenience, and a seamless experience across every device and platform. Consumers want to feel understood, not just targeted, and they expect brands to adapt to their preferences as they evolve.
To thrive in this environment, online retailers must remain agile, leveraging emerging technologies to deepen engagement, personalise at scale, and streamline operations. The future of ecommerce lies in anticipating needs and delivering value fast.
Andrew Norman
Andrew Norman is SVP & GM, EMEA at BigCommerce. With over 30 years in the SaaS sector, Andrew has extensive experience driving international growth, scaling operations, and optimising business performance. He is passionate about building and coaching high-performing teams, forging long-lasting partnerships, and delivering sustained value to customers, partners, and investors.
