The Top 4 E-Commerce Challenges in 2023


E-commerce has become a tumultuous sea for many internet retailers. Although the coronavirus pandemic boosted digital commerce it also led to supply chain and production issues, and the arrival of the Russian-Ukrainian war in 2022 resulted in severe financial repercussions worldwide. As the current inflation rate remains high, people have started to reconsider purchasing certain products, which is challenging sellers off- and online. 

On a more positive note, e-commerce growth is not slowing down: in May 2022 online shopping drove $82.5 billion generating as much profit as the equivalent of 4-6 years of growth at the same levels as the past years.

There seems to be some light at the end of the tunnel, but how can you make sure to overcome the challenges of 2023? And what exactly are this year’s top e-commerce challenges?

Thanks to our extensive research and exchange with partners and clients we determined the top 4 e-commerce challenges professionals will encounter in 2023. 

4 E-Commerce Challenges to Watch Out for in 2023

1. Cost Optimisation: The Real Deal

In 2023, the obsession will be the same for both retailers and manufacturers: optimising profitability. If for the last 3 years, the number one objective of eRetail was growth, from now on the focus will be on improving efficiencies, both operational efficiencies and the effectiveness of means, especially in retail media, with a finer understanding of the levers’ contribution.

Lawrence Taylor

President & Owner @ Retail 4 Brands

The first e-commerce challenge you should consider for this year is cost optimisation. Cost optimisation will be essential to get through inflationary times and the rise in customer acquisition by more than +200% in 8 years. Price intelligence is the best way to save on costs and invest in what really matters in your business. Thanks to data mining techniques your business can know which prices to set for its products without risking the profit margin.

Moreover, if you control the stock availability of your competitors, you can set higher prices when they run out of stock, increasing your profitability. Apart from competitive pricing, you should also try to get the best out of your organic marketing efforts. Lastly, use dynamic budgeting for high ROI by using industry data platforms and social monitoring tools.

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2. Unlocking the “One-Time Buyer” Customer Behavior


Putting people back at the heart of their digital customer journeys is a major challenge for brands and retailers in 2023. They must combine immediate sales objectives with proactive interactions that correspond to their customers’ aspirations. The winning strategies for humanising customer journeys and generating incremental revenue will be: social proof, live shopping, and personalised marketing.

Vanessa Legay

VP Marketing @ Skeepers

The second challenge you will face in 2023 is customer behaviour. Not only are there multiple and complex target audiences, like gen z that has contributed to the growth of social commerce, but now there is a global tendency for “One-Time Buyers”. 1 in 4 adults is no longer loyal to a brand and instead tends to choose a product based on factors like price, personalised experience, and innovation. Again, setting the right prices is key to fulfil these goals, but monitoring online reviews and offering the right ads on the right channel is equally important.

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3. Agility: The Ultimate Puzzle

In a competitive market, it is crucial to offer technological solutions that save time, improve efficiency and satisfy customers with tools that are adaptable and scalable to the growing business. Logistics is an integral part of the e-commerce value chain and it is important to be empowered with solutions that automate this process in order to gain agility.

Mélanie Albiger

Partnership Manager @ ShipStation

Today is not only about the best product but rather the fastest service. We have gotten used to getting same-day or two-day deliveries, but the current supply chain crisis has put the resilience of brands to the test. Online sellers need to rethink the way they are outsourcing their items and make good use of technological tools that help them react fast and effectively in uncertain times like the ones we are witnessing. In order to beat the competition in the e-commerce industry and lower supply chain disruptions businesses should also dedicate more time to offer accurate product information to ultimately improve customer satisfaction.

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4. Data-fuelled Commerce: The Ultimate Power Play

Data is the new gold of the century. Everyone wants to possess it but it can be overwhelming to work with. Brands and retailers need guidance, so they can use data in the best way possible to make informed game-changing decisions that will boost their conversions.

Ivan Ramirez

Chief Product Officer @ Lengow

Data is indeed the new gold. It gives online merchants the power to understand how their target groups behave, how their competitors sell, and how their products and services are performing. However, according to an Oxylabs survey, 44% of senior data decision-makers report struggling with data acquisition tools. For this reason, and as Ivan Ramirez, CPO of Lengow, correctly affirms, brands and retailers urgently need guidance on how to use data the right way. In 2023 you should consider turning to data solutions, like Lengow, to get ahead of your competitors by making informed decisions.

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Conclusion: Mastering the E-Commerce Challenges of 2023

2023 has been announced as a year of recession and challenges. This context demands flexibility and fast adjustment to change for online sellers. Luckily there is a solution to every challenge. As seen above, all solutions involve the use of Big Data to understand the complex online environment and become an agile market leader. No matter if you need the right pricing, the right presence on marketplaces and marketing channels, or just to understand your target audience.

Take a step in the right direction today and start the year using Lengow’s data solutions: the key to your e-commerce success.

Overcome the E-Commerce Challenges of 2023 Today!

Sofia Carvalho e Pereira

Sofia is a language enthusiast with an academical background in Linguistics and Strategic Communication and PR. Before joining Netrivals' and Lengow's e-commerce content team, she worked in diverse sectors as part of their marketing departments.

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