Buying behaviour trends and predictions for 2024

Buying behaviour trends in 2023/24

As technology continues to advance and consumer preferences evolve, the B2C buying behavior is keeping retailers on their toes. With that in mind, let’s explore the top B2C trends that are expected to shape the market in 2023 and 2024. From immersive experiences to personalised marketing campaigns, explore new ways to stay ahead of the curve and connect with your target audience.

Immersive experience

B2C marketing will increase focus on creating immersive and engaging experiences for consumers. Industries such as real estate and travel are leveraging technologies like 360-degree videos and virtual tours to provide customers with a comprehensive view of their offerings.

Attention spans

With decreasing attention spans, companies are adapting their marketing strategies to capture consumer interest within seconds. Shorter commercials and brief video content are becoming the norm, ensuring messaging is delivered effectively without overwhelming the viewers. By embracing this trend, businesses can create engaging content that resonates with their target audience and avoids the risk of being skipped or ignored.


More than ever, one-size-fits-all approaches are being replaced by customisation. Customers now expect personalised products and services tailored to their specific needs. Companies that offer customisation options through websites and digital platforms gain a competitive edge, attracting both established and new customers. From tiny homes and travel packages to phone plans and shoes, the ability to customise products and services fosters a sense of uniqueness and value among consumers.

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Artificial Intelligence (AI) is revolutionising the way businesses interact with customers. Chatbots, powered by increasingly sophisticated language understanding capabilities, are becoming the go-to solution for customer queries and engagement.

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Service vs. Obligation

The trend of prioritising customer service over obligation is gaining traction among businesses. Companies like Amazon have built their success by focusing on serving customers rather than merely selling products. Offering lifetime warranties, 24/7 customer service, and personalised interactions through social media, businesses can establish strong customer loyalty and brand advocacy.


The power of voice in digital communication cannot be underestimated. Businesses that leverage podcasts, videos, and tutorials to engage customers can create a deeper connection and reach a broader audience. By incorporating personality and storytelling into their content, companies can leave a lasting impact on listeners and viewers, ultimately driving brand awareness and loyalty.

Instant messaging

Messaging has emerged as a fast and effective way to connect with customers. Whether through phone messaging or social media platforms, businesses can offer quick and non-intrusive assistance and support to meet customers’ needs. By leveraging instant messaging, companies can engage customers in real-time, leading to improved customer satisfaction and conversions.

Hybrid marketing

While digital marketing continues to dominate, integrating analog and face-to-face marketing techniques can generate impressive results. A hybrid approach that combines real-world marketing and digital interactions can effectively target Generation Z, who value immediate digital assistance alongside in-person contact. By understanding customer preferences and offering a seamless blend of digital and in-person experiences, businesses can maximise their reach and conversions in this important market segment.

What’s next?

As B2C buying behaviour evolves, businesses must stay ahead of the latest trends to effectively connect with customers and drive sales. The immersive experiences, personalised approaches, and innovative technologies discussed in above present exciting opportunities for businesses to thrive in 2023 and 2024. By embracing these trends, companies can create meaningful connections, provide exceptional customer experiences, and stay competitive in an ever-changing market.

Looking to take advantage of the trends above? ERP systems integrate different aspects of a business into one centralised system, making it easier to manage customised products, reward schemes and more.

Watch our Wise Talk to discover how the right technology can help you embrace future trends.

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