Top Ecommerce challenges and expert solutions for 2024

As eCommerce evolves, new challenges emerge, demanding innovative solutions. In 2024, these challenges range from adapting to cookie restrictions and data structuring to complying with new accessibility laws and leveraging AI for efficiency. We've gathered insights from leading eCommerce experts to guide you through these obstacles. 

This blog post explores the most significant hurdles facing online businesses in 2024 and offers practical, strategic solutions to address them. From enhancing user experience and data-driven decision-making to embedding experimentation into company culture, these insights will equip you to navigate the changing eCommerce landscape successfully.

Ecommerce challenges and solutions in 2024

We asked: What are the biggest challenges you foresee in eCommerce for 2024, and how can they be addressed?

Here’s what our experts had to say: 

Cookie restrictions will bring tracking challenges

“1) Cookie restrictions will make it harder for merchants to properly track consumer behavior and make data-driven decisions, so e.g. setups with server-side tracking will bring more light into the dark again.

2) Brands will need to invest even more into showing value, not once, but continuously, in order to make up for high acquisition costs and turn profitable in the short and long-term.”

- Nils Koppelmann, Experimentation Consultant at 3tech

Data structuring is essential 

“Data structuring is key. Also, AI will be fed by data. If your data is not on point, you are missing out. Collect data, create data, and structure your data. AI can be very helpful in achieving this.”

- Coen Fredriks, Ecommerce Strategist at Code

European Accessibility Act compliance hurdles

“In 2024, a notable challenge for eCommerce is the upcoming European Accessibility Act (EAA), which will mandate accessibility standards for websites and applications by mid-2025. Complying with these regulations is a significant hurdle for online businesses. 

To meet this challenge, eCommerce businesses should prioritize website and platform accessibility by implementing features that cater to users with different needs. This includes optimizing for screen readers, providing alternative text for images and ensuring a seamless experience for people with disabilities. Working with accessibility experts and leveraging technology solutions will be critical to proactively meeting these standards within the required timeframe, promoting inclusivity and ensuring legal compliance.”

- Niklas Bräutigam, CRO Manager & Co-Founder at Conversion Stash

Teams will have to do more with less

“With the current economy, many teams have fewer members and have to do more with less. AI and no-code tools can help with productivity and empower site admins to take on more tasks that typically would be outsourced to agencies or designer/developers.” 

- Linda Bustos, Founder of Ecom Ideas

The third-party effect on real UX

“In 2024, third-party effect on real UX will be better evaluated and shown. With INP becoming a Core Web Vital in March, new insights into what was impacting visitors' ability to interact with webpages are emerging. I believe that when selecting an external (CRO) tool, it's impact on performance will play a larger part in determining the best option in this upcoming year.

For instance, we're already seeing within RUMvision that Microsoft Clarity greatly outperforms Heatmap with its performance impact on INP. Luckily, we're also seeing- thanks to these improved insights- that 3rd- party solutions themselves are improving performance. But no one wants a rage-click, right? Make sure your INP is in order!”

- Karlijn Löwik, CEO at RUMvision.

Get to know why and how people buy 

“Continued phasing out of cookies and depreciation of data assets that can be borrowed from platforms like Facebook & X.

Make use of surveys and polls to understand exactly what your prospects & customers think of the problem you solve, and how you solve it (your product). This will laser-focus your messaging.

Then leverage your own website & CRM data to identify triggers that should be followed by a purchase. The behavioral data you are sitting on is going to be a game-changer. I'd recommend moving beyond cursory RFM segmentation to dig into the shopping patterns of your buyers. Seasonality... cross sectionality (How does the same offer resonate with multiple segments) .. the finer points flying under the radar of your competitors. Running experiments is crucial because the learning from these can fill in the gaps.

The more you know about why & how people buy, the better you can perform in PPC campaigns, even if the landscape is getting more complicated & obscure by the minute.”

- Trina Moitra, Head of Growth at Convert.com

Embed experimentation into your company culture

“Seeing experimentation as a tap that you can turn on and off. Businesses who are looking for real growth should look to embed experimentation into company culture.”

- Gintare Forshaw, Co-founder & CRO consultant at Convertex Digital

Communicate the ROI and value of testing 

“Encourage your team members and C-suite to really recognize the value of testing. You can do that by showing examples of tests that have brought in big returns, you can rally up team members with Lunch and Learn sessions or contests (guess which test won!), and speaking management’s language. If you’re going to run tests and need resources to run tests, you need to speak about ROI in a way that makes sense to them. Their language is more about revenue or return on investment.” 

- Deborah O'Malley, Founder of GuessTheTest

Conclusion

The eCommerce landscape of 2024 presents a complex array of challenges, but with these come opportunities to innovate and excel. As experts emphasize, addressing cookie restrictions, optimizing data structuring, and ensuring compliance with accessibility standards are paramount. 

Leveraging AI and no-code tools can boost productivity, and understanding the real impact of third-party tools on user experience is crucial. Moreover, delving deeper into customer behavior and preferences and effectively communicating the value of testing and experimentation within organizations will be key to staying ahead. By adopting these strategies, businesses can not only overcome the challenges of 2024 but also set new benchmarks in efficiency, inclusivity, and customer engagement in the world of eCommerce.