Ecommerce Trends 2024: What Every Brand Needs To Know

The e-commerce landscape is evolving faster than ever, especially in Southeast Asia. With new platforms, shifting consumer behaviour, and rising competition, brands must stay ahead of the curve to survive—and thrive—in 2024.

Here are the top e-commerce trends shaping this year, and how your business can take advantage of them.

1. Short-Form Video Commerce is Booming

TikTok Shop, Instagram Reels, and YouTube Shorts are driving impulse buys like never before. Short videos give brands the chance to entertain, educate, and sell—all within seconds.
💡 Tip: Create authentic, low-production but engaging videos that highlight your product’s benefits. Think tutorials, unboxings, and behind-the-scenes clips.

2. AI-Powered Customer Journeys

Artificial Intelligence (AI) is no longer optional. In 2024, AI tools are powering:

• Chatbots for 24/7 customer support
• Predictive analytics for product recommendations
• Automated pricing adjustments
  💡 Tip: Use AI to personalize email campaigns or suggest “frequently bought together” bundles to boost order value.

3. O2O (Online-to-Offline) Experiences

Customers don’t think in terms of online vs. offline anymore. They expect a seamless journey across both. Brands offering “Buy Online, Pick Up In Store (BOPIS)” or in-store QR codes that link to online discounts will win big.
💡 Tip: If you’re online-only, start with pop-ups or retail partnerships to build offline visibility.

4. Marketplaces Continue to Dominate

Shopee, Lazada, and TikTok Shop remain the go-to platforms in Malaysia and across SEA. However, competition is fierce. Differentiation will come from storefront design, dynamic pricing, and high-quality customer service.
💡 Tip: Invest in professional product photos and optimised titles—customers click with their eyes first.

5. Sustainable E-commerce on the Rise

Shoppers are becoming more eco-conscious, looking for brands with eco-friendly packaging, transparent sourcing, and social responsibility initiatives.
💡 Tip: Highlight sustainability efforts in your storefront, ads, and packaging.

Conclusion

2024 rewards brands that embrace video-first marketing, AI-driven personalisation, O2O strategies, and marketplace optimisation. The opportunities are massive, but only for businesses willing to adapt fast.

👉 Want to stay ahead of these trends?
Talk to O2O Alliance today and scale your e-commerce business with confidence.