There are two types of ecommerce: empty and connected.

Empty ecommerce gets you to checkout fast but gives no reason to return. Connected ecommerce adds value emotionally, materially or both while delivering the same seamless purchase journey.

Why is connection important? Because Gen Z are social shoppers. They use social and websites for inspiration, think highly of influencer and peer recommendations, and expect businesses to take a stance. To be social is to be connected.

For the next era of ecommerce, how businesses connect with customers will determine if they are driven by near-term transactions or lifetime customer value. Here are the five engines that fuel organic brand love, as well as examples of companies that know how to leverage connection to create real customer engagement among Gen Z and other audiences.

Strive for that 80%

Great customer service solves problems, but Gen Z prefers to solve their own. Most (88%) customer service journeys start in self-service, and 52% of Gen Z won’t buy from a brand with bad self-service.

Chewy anticipates this desire by centralizing FAQs, order status and 24/7 agents on their app and site. When self-service is exhausted, Chewy’s agents serve as an extension of the brand values. They send bereavement flowers after a pet’s death. They answer calls and emails warmly, ready to earn trust and deliver results.

This dedication to service is partly why Chewy’s net sales per active customer grew almost 15% to over $500 in 2023. Eighty percent of people feel emotionally connected when problems are solved, and Chewy goes beyond.

Be inspirational

More than half (51%) of Gen Z use sites as a source of inspiration. Taking advantage of this inspirational intent calls for rich storytelling and exceptional UX writing. From product descriptions to product photography, all content should work to communicate why the product satisfies the customer’s needs.

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