Why Saying Goodbye to Cookies Will Have a Significant Impact On E-commerce
Electronic or E-commerce is becoming a major method of consumption of activities happening on the web. The number of consumers who bought through e-commerce channels increased exponentially between 2022 and 2023.
In 2024 we will be entering a cookieless environment. This will have a significant impact on websites, and in particular e-commerce. This is why it’s important that an e-commerce website has all its legal services in place and understands the changes the new landscape will bring.
Next year, cookieless will be the trend. Google will restrict third-party Cookies from Chrome, the world’s most popular browser, and join other browsers such as Safari, Firefox, or others who were the first ones to reject them.
This new environment is the result of the growing concern about privacy and security. It will make the online world safer and more transparent for the users.
It also presents a new context that is full of challenges and obstacles to brands, businesses, and websites.
This will result in a significant shift in tracking user activity on the Internet. Many digital analysis tools used by e-commerce rely on these third-party cookies for identifying the user. They can then be segmented, and their preferences known, to inform future marketing campaigns.
This new law is a challenge to brands, businesses, and websites. However, it also presents an opportunity to optimize customer acquisition strategies.
Third-party cookies will disappear but first-party ones will remain. These cookies are also called “first-party data” and they contain data collected by the company directly, not from third parties. They can be collected from campaigns, social networks, or forms.
Since these cookies are dependent on company data, the challenge of e-commerce will be to build customer loyalty and attract them, as well as give them the confidence they need. To survive in this new paradigm of commerce, creativity, and good content strategies are key.
It is important to invest in web analytics software that helps companies centralize their data and use it for conversion improvement.
These data-driven software tools enable companies to integrate and cross-reference the main sources of business information in one location, allowing them to personalize their customer service and get the most from it.
The tools will be of no use to these sites if they do not have data about the visitors. Implementing marketing strategies that allow this information to be obtained is therefore another important point.
You can achieve this by using different methods, such as gamification, through contests or raffles where users are required to provide their data, through mailing campaigns, surveys, or CRO strategies which optimize the conversion rate.
The new digital landscape requires that businesses change their strategies and continue to develop their activities, while also taking care of customer channels, interactions, and commitments.
Cookieless technology is a major change in the technology industry. We also consider the optimization and development possibilities that can be generated by the contact between technology companies, brands, and agencies.
