We gathered the e-commerce trends we work with every day on projects for INTERTOP, MTI and other clients. Spoiler: the winners are not those who adopt everything at once, but those who consistently nail the basics — omnichannel, personalization and speed.
1. Omnichannel as the standard
Omnichannel is the mutual integration of scattered communication channels into a single system, aimed at seamless and continuous communication with the customer.
In practice, omnichannel comes down to five tasks:
- A single store of relationship history. The CRM consolidates data from offline databases and the website: behavior, RFM metrics, purchases, LTV and demographics.
- Email marketing. An underrated channel with high conversion: standard triggers integrate with an e-commerce platform in a matter of days.
- Unified business processes. A purchase can start on the website and finish in a store — or return online through the bonus system.
- Personalization. Messenger communication (Telegram, Viber, WhatsApp, Instagram) with a single window for managing dialogs.
- A mobile app. It should deliver separate value, not duplicate the website.
2. A mobile app with real value
In the omnichannel paradigm an app is not a "website in your pocket". It collects data for personal offers, replaces expensive SMS and email campaigns with free push notifications, serves as the first line of support and strengthens brand loyalty.
3. Voice and AI search
Shoppers increasingly dictate queries instead of typing. We built cross-browser speech recognition for e-commerce: the microphone audio stream goes through WebSocket to the server and on to the recognition service — the text appears in the search bar in real time, while the user is still speaking.
This is part of a bigger shift: search is becoming a dialog, and stores that understand the shopper's natural language convert noticeably better.
4. Speed as a conversion factor
Google has long been scoring real speed rather than a checklist of optimizations: when the first content appears and when the page is ready for interaction. Our proven kit for bringing PageSpeed back into the green zone:
- asynchronous script loading (async/defer) — roughly +15 points;
- minification and gzip compression of CSS and JS (files 3× smaller) — about +12 more points;
- font-display: fallback for custom fonts — +15–20 points;
- WebP and lazy loading of images via IntersectionObserver;
- delaying Google Tag Manager by ~3 seconds.
We battle-tested this kit on intertop.ua, among others — and it is still relevant for any platform.
Where to start
Not with everything at once. First — a single CRM and email triggers: the cheapest conversion gain. Then — site speed, because it affects both SEO and advertising. And only then — voice search and a mobile app, once you have the data and the audience to make them truly valuable.
