We had so much fun researching and writing our eCommerce blog series that we couldn't resist taking it a little further and finishing it off by spending a minute looking ahead. We are hopeful that the future of e-commerce holds exciting possibilities for Australian small businesses, especially for those of us in the handmade and artisanal sectors.
Here are some trends, technologies, practices and strategies that we think are worth watching out for moving forward:
Augmented Reality (AR): AR technology which allows customers to "try before they buy," whether it’s visualizing how a candle fits into their home decor or testing skincare products. This technology bridges the gap between online and in-person shopping, enhancing customer confidence. This technology is already here and many eCommerce retailers already utilise it. We will explore this in more detail below.
Sustainability and Transparency: As consumers continue to become more eco-conscious, businesses that emphasize sustainable practices and transparent supply chains will thrive. This has certainly become the 'new normal' for most businesses during the past year.
Omnichannel Strategies: The future lies in blending online and offline experiences even more than we already do. Small businesses that can successfully integrate e-commerce with local markets, pop-ups, and collaborations will be better placed to build stronger community connections while establishing and/or maintaining global reach.
Global Collaboration: Platforms like Faire will continue to grow, allowing small Australian businesses increased opportunities to reach boutique retailers worldwide, promoting our unique products to a much broader audience. Hopefully more Aussie-centric versions of this will emerge in the future.
Local-first Mindset: As sustainability and ethical consumption values continue to grow, handmade businesses in Australia and beyond will find opportunities to thrive by emphasizing their value within their local marketplace. Small-home-based artisans are in a unique place to position ourselves here.
Subscription Models: Artisanal brands are increasingly adopting subscription models to create recurring revenue, e.g., monthly candle delivery. Subscription apps offer real opportunity for us as makers to build and solidify our repeat customer base.
I recently read a wonderful article by Mintel about global eCommerce trends going forward and something in the forward seemed to encapsulate this topic perfectly. Do you agree with their statement? I think it is true of things today but will become more-so in upcoming years.
Can Small Australian Artisan Businesses Utilize Augmented Reality (AR)?
Yes, absolutely! While AR might seem like a tool reserved for larger companies, it’s becoming increasingly accessible for tech savvy small businesses. Here’s how artisan businesses can incorporate AR effectively:
Interactive Shopping Experiences: AR can elevate storytelling, which is especially valuable for artisan products. Example: A candle maker could use AR to create an experience where customers see a cozy, animated space come alive when hovering over a product. We love this idea and see huge potential for our no-flame products.
Affordable Entry Points: Shopify and platforms like Plattar and JigSpace are reasonably competitive for Australian small businesses and have some options for small scale usage. Often when you look companies offer a limited free option which might be perfect for small business operators wanting to 'dip their toe' into this technology.
What Should Australian Artisan Businesses Be Doing Now?
To embrace these emerging technologies and trends, here are some actionable steps for small business owners:
Adopt AI and Personalization Now
Why? Customers expect tailored recommendations and seamless experiences. AI tools can help even small businesses deliver on this.
How to Start: Utilise Shopify apps to implement AI-driven product recommendations. An Australian owned player within this field would be Fomo, which is based out of Sydney.
Experiment with different chatbots applications like that often offer a free version which is a good place to start and they usually offer 24/7 personalized assistance and have the potential to increase/improve your customer engagement and support.
If you are interested in learning more about implementing Chatbot features into your website be sure to check out this Violet Matters blog post here.
Prepare for Augmented Reality (AR)
Why? AR boosts conversion rates and reduces returns by helping customers make informed decisions.
How to Start:
- Research, Research, Research! Start looking at what applications are available (Shopify Apps is a great place to start). Be sure to research the company behind the app to ensure that they align with your businesses values.
- Begin with a single AR-ready product to test its impact.
- Integrate AR-compatible Shopify themes or apps.
- Partner with freelance developers or designers to create affordable 3D models of key products.
Build Omnichannel Strategies
Why? Customers are increasingly shopping across multiple platforms and expect consistency.
How to Start:
- Sync Shopify with social commerce platforms like Instagram Shopping, Facebook Shops, and Pinterest.
- Offer consistent branding, pricing, and customer service across all channels.
- Research apps and tools for email marketing automation and segmentation.
Embrace Global Collaboration
Why? Partnering with other artisans globally can boost visibility and create unique connections and products.
How to Start:
- Use wholesale platforms like Faire to collaborate with complementary artisans.
- Host virtual "artisan markets" through Shopify or social media.
- Collaborate on limited-edition products with artisans who share similar values.
Cultivate a Local-First Mindset
Why? Supporting local communities builds strong brand loyalty, especially in Australia’s growing sustainability-conscious market.
How to Start:
- Offer local pickup or eco-friendly delivery options.
- Highlight local collaborations or materials used in your products.
- List your business on platforms like Shop Local Australia – you can list your business here and use it as a way of supporting other Australian businesses. Most states and territories have similar initiatives such as the Shop Local South Australia.
Experiment with Subscription Models
Why? Subscription models build recurring revenue and deepen customer loyalty.
How to Start:
- Test the waters with Shopify apps like Seal Subscriptions (Germany) to create subscription boxes.
- Offer limited-edition artisan goods (e.g., seasonal candles or exclusive ceramics) to incentivize sign-ups.
- Use analytics tools to track the success and refine offerings.
What Should You Implement on Your Shopify Website Now?
- Leverage AI-Driven Personalization
- Add apps that tailor product recommendations to individual shoppers.
- Use customer behaviour data to create dynamic content (e.g., personalized landing pages).
- Create an Immersive Shopping Experience
- Add 360-degree product photos or videos for a more interactive feel.
- Integrate AR if possible for high-impact products.
- Focus on Mobile Optimization
- Over 70% of e-commerce traffic comes from mobile devices.
- Ensure fast load times, intuitive navigation, and responsive design for your Shopify site.
- Sustainability and Transparency Features
- Add a "Sustainability" page to showcase ethical sourcing, eco-friendly packaging, and other initiatives.
- Use Shopify’s Carbon Offset App to let customers neutralize their delivery impact.
- Build Email Marketing Campaigns
- Use Shopify tools like Sendle (Australian) to build segmented campaigns.
- Focus on storytelling, behind-the-scenes looks, and exclusive offers.
- Expand Payment Options
- Enable Australian owned Shopify-supported payment options like Afterpay or Zip for your customers such as Sezzle, Humm and OpenPay.
- Offer international payment methods for global customers.
- Prepare for Voice Search
- Optimize product descriptions and content for voice search queries (e.g., “Where can I buy handmade soy candles near me?”).
Here at Violet Matters we believe that small Australian artisan businesses like ours can thrive by embracing a blend of tradition and technology:
- Ethical AI: The push and demand for ‘personalization’ will continue to drive customer loyalty, but we as artisans must ensure transparency in how data is used.
- Sustainability as a Core Value: Artisan goods already align with sustainability trends, but our businesses must actively market this advantage. We can help this by constantly seeking sustainable ingredients and packaging innovations and seeking the same standards from our suppliers and stakeholders.
- Global and Local Fusion: Platforms will make it easier to expand globally while staying deeply rooted in local communities.
- Tech-Driven Creativity: Augmented Reality platforms have the power to help us create and enhance our product and brand storytelling, making it easier for us to convey the uniqueness of our handmade goods, particularly within an eCommerce setting.
- Community-Driven Models: Subscription boxes, virtual markets, and artisan collaborations are great tools that can help us to create stronger customer relationships.
By staying adaptable, leveraging accessible tools, and prioritizing authenticity, our Australian artisan small businesses can secure our place in the evolving and increasingly competitive and complex e-commerce landscape.
Thank you for reading our new e-commerce blog series, click here to check out Part Two – Navigating the e-commerce landscape.