6 Resources for Identifying and Evaluating Ecommerce Trends
Retailing Central
6 Resources for Identifying and Evaluating Ecommerce Trends
In the ever-evolving world of ecommerce, staying ahead of trends is crucial for success. This article presents valuable resources for identifying and evaluating ecommerce trends, drawing insights from industry experts. Discover effective strategies to leverage data, analyze market signals, and monitor key indicators to keep your business at the forefront of the digital marketplace.
- Leverage Network Intelligence and First-Party Data
- Listen, Observe, and Analyze Market Signals
- Combine Industry Reports with Analytics Tools
- Monitor Competitors, Social Media, and Customer Feedback
- Utilize Data Analytics and Industry Resources
- Track News, Marketing Channels, and Platform Updates
Leverage Network Intelligence and First-Party Data
At Fulfill.com, our process for identifying and evaluating e-commerce trends is multi-faceted and data-driven. We're in a unique position where we speak with over 300 e-commerce brands monthly, giving us real-time insights into what's happening on the ground.
First, we collect and analyze first-party data. Having founded and operated e-commerce brands myself, I know the value of operational metrics. We track over 100 different data points from each 3PL in our network and are integrating with warehouse management systems to access real-time fulfillment data. This helps us spot emerging patterns before they become mainstream trends.
Second, we leverage what I call "network intelligence." When you're connecting thousands of businesses with fulfillment partners, you start to see patterns emerge. For example, we noticed a significant shift toward omnichannel strategies post-COVID, with brands diversifying beyond their own websites into marketplaces. This wasn't just anecdotal – we saw it happening across multiple verticals simultaneously.
For external resources, we rely on a mix of quantitative and qualitative sources:
- Industry publications like Modern Retail, Retail Dive, and Logistics Management
- SEO and search trend data (we use Semrush extensively)
- Quarterly earnings reports from major retailers and logistics companies
- Direct conversations with our 3PL partners about capacity and demand changes
- Attending key industry events like ShopTalk and MODEX
One approach that's served me well is tracking "early indicator" metrics. For instance, when we see multiple 3PLs suddenly investing in specific technologies or equipment, it usually signals a coming shift in merchant requirements.
What makes our trend analysis valuable is context. Anyone can spot a trend, but understanding how it impacts fulfillment operations specifically comes from years in the trenches. When COVID hit, we immediately recognized that the spike in order volume wasn't just a blip – it was accelerating existing trends by years, and we helped our partners adjust accordingly.
The e-commerce landscape changes rapidly, but by combining data with deep industry expertise, we stay ahead of the curve for our clients.
Listen, Observe, and Analyze Market Signals
My process begins with listening--closely observing shifts in consumer behavior, client challenges, and market signals across industries. I combine those insights with regular reviews of performance data across our portfolio to identify patterns and areas of opportunity. I also stay plugged into emerging trends through a mix of resources: industry reports from McKinsey, Shopify, and Deloitte; thought leadership from RetailWire and BrainTrust panels; and real-time insights from platforms like LinkedIn and Twitter where retail operators, founders, and consultants share firsthand perspectives. From there, I evaluate trends not just for novelty but for their potential to drive sustainable growth, improve customer experience, or solve real operational challenges. Ultimately, I look for innovations that align with business goals and can be tested and scaled pragmatically.
Combine Industry Reports with Analytics Tools
The challenge with evaluating e-commerce trends is that no single approach works for all situations. Furthermore, there are numerous indicators that contribute to defining a trend.
Here's the process I use to identify trends every week for Sellify Club (a Shopify newsletter I manage):
1. Identify industry trends and add them to a spreadsheet.
- Thoroughly examine investors' reports (investors are well-funded, with research teams to do the hard work for them. Recent investments are a positive signal when it comes to identifying growing industries) (free)
- Read industry reports from management consulting companies like McKinsey, Deloitte, etc. (free)
- Check tools like Exploding Topics (paid)
2. Analytics. Once I've identified general trends, I use analytics tools to narrow them down and investigate them further:
- Google Trends to check the 5-year trends of search terms (free)
- Ahrefs to check monthly search volume and keyword density (paid)
- PluginAI to identify related trends to products in my store (Shopify plugin)
Any trends I don't use, I share in the Sellify.club newsletter every Monday (free). You can scroll down to the Trends section of each edition to check current trends and how they are performing.
Using this method, I've discovered trends such as Shilajit, lash clusters, rosemary shampoo, and more.
For example, I found that pet car beds were trending strongly in the UK and Australia, but the US hadn't caught up yet. Google, however, predicted a future rise. This means that e-commerce store owners in the pet niche who proactively invest in pet car beds will likely profit when the trend peaks.
Monitor Competitors, Social Media, and Customer Feedback
I keep a close eye on what other top e-commerce brands are doing, watch TikTok trends daily, and follow industry newsletters and podcasts. I also pay close attention to customer feedback and monitor what's getting clicks or conversions on our site. It's a mix of intuition, data analysis, and staying plugged into what real people are interested in right now.
Utilize Data Analytics and Industry Resources
My process of identifying and evaluating new e-commerce trends involves staying up to date with industry reports and data. I also use data analytics tools to track key metrics like customer behavior, sales trends, and market share. By analyzing this data, I can pinpoint emerging trends, such as changes in consumer preferences, the adoption of new technologies, or evolving shopping habits. This allows me to assess which trends are gaining traction and determine their relevance to my e-commerce business, ensuring I stay ahead of the curve and make informed decisions.
I rely on market research reports, e-commerce platform blogs, and industry news websites to stay updated on trends. Tools like Google Analytics and SEMrush help track customer behavior, while social media and online communities provide real-time insights into consumer feedback and emerging discussions.
Track News, Marketing Channels, and Platform Updates
Reading retail industry news is essential for staying informed. I have an RSS feed that monitors various retail and e-commerce news outlets, allowing me to more easily spot trending topics across various platforms. Another great way to monitor trends is to look at companies' marketing channels, such as email and social media. Seeing what they are talking about will give an indication of how they are meeting their customers' interests.
Finally, it's important to see what underlying technology companies are adding to their platforms. A good example is the e-commerce platform Shopify. If Shopify is building new features into its platform, it's no doubt doing so for a reason.
