1. Calmer Color Palettes
Although we’re not likely to see this trend go near the sites for big box stores, it’s something smaller ecommerce companies are adopting. And with good reason. As consumers become wary about how much money they’re spending, they don’t need to feel pressured or rushed into a purchase. And ecommerce sites that employ calmer color palettes — like pastels and earth tones — will do a better job of putting their customers at ease. Bicycle saddle manufacture Brooks England shows how this trend plays out in ecommerce design:![Ecommerce trends - calmer color palettes like the one used by Brooks England](https://www.webdesignerdepot.com/cdn-origin/uploads/2020/12/brooks-engand-color-palette.png)
![Cannaray ecommerce website colors](https://www.webdesignerdepot.com/cdn-origin/uploads/2020/12/cannaray-ecommerce-site-clors.png)
2. No-rush Shipping Rewards
For years, we’ve seen consumers go crazy for brands that offer free and fast shipping. But thanks to the surge in online shopping in 2020, ecommerce companies, their shipping partners, and delivery service providers just haven’t been able to keep up with the pace. When customers are unhappy with slow deliveries, they’re going to go to social media and review sites to bombard brands with complaints, as has been happening with Loft since November:![LOFT customers on Twitter upset about shipping delays](https://www.webdesignerdepot.com/cdn-origin/uploads/2020/12/loft-twitter-shipping-delays.png)
![Gap's reward for customers that choose no-rush shipping](https://www.webdesignerdepot.com/cdn-origin/uploads/2020/12/gap-no-rush-shipping-promo.png)
![Amazon offers a reward at checkout for customers that select no-rush shipping](https://www.webdesignerdepot.com/cdn-origin/uploads/2020/12/amazon-digital-reward-no-rush-shipping.png)
3. More Human and Empathetic Assistance
Each year, design trend roundups suggest that AI will play a greater role in web design. While that may be true for things like the search bar or personalized recommendations, ecommerce sites are pulling back the reins on automated support and assistance. Best Buy, for instance, offers customers the option to “Shop with an Expert”:![Best Buy invites customers to shop with an expert to make things go more smoothly](https://www.webdesignerdepot.com/cdn-origin/uploads/2020/12/best-buy-shop-with-expert.png)
![Best Buy customers choose how they want to work with shopping expert](https://www.webdesignerdepot.com/cdn-origin/uploads/2020/12/best-buy-schedule-expert.png)
![Warby Parker gives online shoppers ability to try 5 pairs of glasses on at home](https://www.webdesignerdepot.com/cdn-origin/uploads/2020/12/warby-parker-home-tryon.png)
Wrap-Up
Ecommerce trends are always evolving. Sometimes it’s due to new technologies. Other times it has to do with what’s happening in the world around us. And sometimes it’s simply to keep up with changing consumer expectations. Stay tuned as we explore new and emerging ecommerce trends in the coming months…Suzanne Scacca
Suzanne Scacca is a freelance writer by day, specializing in web design, marketing, and technology topics. By night, she writes about, well, pretty much the same thing, only those stories are set under strange and sometimes horrific circumstances.
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