Top Five Digital Consumer Trends in 2023

January 2023

Now in its seventh edition, this report explores the top digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this edition touch on topics such as second-hand shopping, community group buying, customisation, gamification, the creator economy and web 3.0.

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This report comes in PPT.

Key Findings

Trend No. 1: Online Savers

A confluence of worsening risks, crises and uncertainties over 2022 have set the global economy on a path of weaker growth. Although Euromonitor does not project a global recession, consumers are nevertheless more tethered to the internet than the last recession, giving way to digital tools to help navigate the economic crisis.

Trend No. 2: Crowdsourced Creation

Social networks have become a space for free expression and creativity, empowering consumers to communicate with brands and even go so far as to influence their strategies. Brands are harnessing this daily flow of insights to shape product innovation, giving way to a co-creation process that drives faster and more innovative product development. 

Trend No. 3: E-Customisation

Brands are responding to the consumer desire for greater personalisation by giving consumers a broader range of customisation options across all kinds of goods and services sold online. This enhanced level of personalisation has been made possible by artificial intelligence and other technologies that have made it easier for brands to offer custom options on demand.

Trend No. 4: Game Changers

Companies are gamifying parts of the online experience to drive engagement, collect first-party data, generate revenue and boost profitability in the online channel These new gamified experiences could range from offering a discount code for participating in a game to completing a challenge for access to an exclusive sale or product.

Trend No. 5: Sensory Shopping

Brands are turning to technology to create a more multi-sensory customer experience online in order to better mimic the feel of in-person shopping. E-commerce portals that once featured only static images and text are being transformed, as brands add not only more immersive visual and auditory content but also take steps to engage the senses of touch, smell and taste.


Key findings
A snapshot of the global digital consumer in 2023
The five digital shopper trends that will redefine commerce the most in 2023
Digital consumers have more budgeting tools at their disposal than past global recessions
Consumers are more cautious with spending given macroeconomic instability
Second-hand buying and selling is a trend on the rise in part due to economic woes
Companies are investing in concepts such as group-buying services to appeal to Online Savers
Case study: google shopping appeals to budgeteers with new search functionality
Case study: Frugl mobile app enables budget-conscious Australians to compare prices
Case study: Buo touts that consumers can save up to 30% via group-buying model
Case study: cencosud launches resell initiative through department store brand Paris
What to expect in 2023 and beyond
Social networks help brands connect with customers, elevating the co-creation process
Consumers, especially younger cohorts, want to co-create with the brands they love
Social media made it easier to facilitate two-way communication with brands
Brands can assure satisfaction by creating customer-centric products and services
Case study: Lalo turns customer feedback into a product committee
Case study: Nike’s .Swoosh web3 platform invites users to co-design virtual fashion
Case study: IKEA builds on the retail experience with interactive social co-creations
Artificial intelligence will narrow the gap between consumers and brands to co-create
What to expect in 2023 and beyond
Consumers increasingly looking to brands to provide customisation options on digital orders
Younger consumers help to drive the demand for E- Customisation on digital orders
Offering customisation helps brands overcome consumer reluctance to share data
Consumer attitudes towards customisation vary greatly by country and age group
Brands are using artificial intelligence to provide enhanced customisation for consumers
Case study: Starbucks achieves wild success by embracing customisation with its mobile app
Case study: Samsung brings bespoke customization options to major appliances
Case study: airbnb reaches new heights of customisation with “Categories” and “Split Stays”
Case study: jendaya shows that “just for me” options are gaining ground in emerging markets
Enhanced customisation is not suited for every brand, but it is a sound strategy for many
What to expect in 2023 and beyond
E-commerce companies add gaming features to boost conversion rates, collect data
Gamified e-commerce likely to appeal to those who enjoy shopping and playing games
Gamification taps into playful desire among younger cohorts and emerging market shoppers
More companies replicating China’s gamified commerce approach to boost app engagement
Case study: Shopee’s gamified e -com experience drives app engagement and sales
Case study: Ferragamo taps into the thrill of solving a mystery to unveil new collection
Case study: Sephora gamified loyalty programme rewards customers for their brand affinity
Case study: Gucci Town targets younger generations with immersive gaming features
Gamification strategy is one way brands can build a long-term, loyal relationship
What to expect in 2023 and beyond
Consumers hungry for immersion are shepherding in the multi-sensory era of e-commerce
Desire for immersive shopping is particularly important for beauty products
Increasing comfort with Web 3.0 tech is stoking consumer appetite for Sensory Shopping
Brands are embracing Sensory Shopping to provide more immersive digital experiences
Case study: L’Oréal uses sound to recreate the sensory experience of scent digitally
Case study: Cent.ldn and Girl Gang break down barriers between physical and digital worlds
Case study: AmorePacific provides digital feedback to users with wearable, electronic skin
Case study: Avon shows that Sensory Shopping is being embraced by mass-market brands
Sensory Shopping is the next frontier of Web 3.0 for brands to explore
What to expect in 2023 and beyond
Consumers push companies to innovate on digital solutions and secure online growth
How these digital shopper trends will change commerce in 2023
About Euromonitor’s Syndicated Channels Research


Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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