I head up the e-commerce department at Liquid Rubber, a leading provider of home improvement and DIY water ingress prevention products.

The vibrant DIY (Do-It-Yourself) community is an ever-evolving ecosystem, continually adapting to changing technologies, market dynamics and consumer preferences. And when it comes to home improvements, DIYers are increasingly leveraging digital platforms to meet their needs—some out of sheer convenience of front-door delivery and others due to improved selection and lower prices.

As we chug ahead into the second half of 2023, we’re witnessing a seismic shift in the DIY home improvement sector, with several e-commerce trends emerging and gaining traction. Today, I will delve into the top DIY e-commerce home improvement trends that will shape the industry in 2023 and beyond. I’ve analyzed a wealth of data, market reports and expert insights, curating an authoritative guide for DIY enthusiasts, industry players and leaders alike.

1. Social commerce is revolutionizing the DIY market.

Social media channels have come a long way from their infancy of image and status updates, evolving to more robust marketplaces that range from private sellers to big box stores. This merging of e-commerce and social media forms a handshake transactional process between today’s leading social websites and direct consumers.

The appeal of social commerce—which had an estimated 90 million shoppers in 2021—lies in its capacity to connect brands with a vast, engaged audience. For example, platforms such as Instagram and Pinterest have become hotspots for DIY inspiration, with users sharing unique project ideas, hacks and even useful home decor tips. The innate and interactive nature of these platforms allows brands to foster a sense of community around their products, giving them a unique ability to engage with their audience, gather feedback and insights and provide superior customer service that otherwise wouldn’t be attainable on a traditional website.

New research finds that more than 2.5 billion people around the world will make a purchase of some type online in 2023 and beyond, helping us better understand how social commerce and e-commerce will play a vital role in the rise of DIY home improvement e-commerce saturation on a global scale.

2. Harnessing Social Commerce For DIY E-Commerce Success

To tap into the social commerce trend, brands need to align their marketing strategies with social media dynamics. This means finding the right influencers to partner with and using current market research to leverage ad and brand campaigns for success. What’s more, brands can use platforms like Lengow to automate their multi-channel approach, ensuring efficient product ads tailored to different audiences. Such strategic moves can help brands ride the wave of social commerce, maximizing their reach and conversion rates.

3. The Emergence Of B2B Marketplaces

B2B marketplaces have gained considerable momentum in recent years. In the DIY home improvement sector, B2B marketplaces like ManoMano and Bricoman have carved a significant niche. These marketplaces offer several benefits for DIY e-commerce. First, they allow brands to reach a highly targeted audience, leading to increased visibility and higher conversion rates. In addition, as the competition among many of these platforms isn’t as aggressive as it is on, say, Facebook or Instagram, this can prove much easier and more cost-effective for promotional campaigns to have a healthy ROI.

The reality is that today’s bustling B2B marketplaces can assist brands in streamlining their operations. They offer support for advertising, product listing and even provide a higher level of security than other e-commerce channels, making them the ideal proving ground for today’s most popular DIY home improvement brands.

4. Seasonality In The DIY Market

Seasonality plays a pivotal role in shaping the dynamics of the DIY market. The demand for different DIY products fluctuates throughout the year based on weather conditions and holiday seasons. Brands that can anticipate and adapt to these seasonal trends stand to gain a significant competitive advantage.

Of course, understanding and capitalizing on seasonality can significantly boost a brand’s sales. For instance, the demand for gardening supplies peaks during spring, while home appliances see a surge in sales on a few particular holiday weekends.

This gives brands a head start, where they can strategically offer discounts on seasonal products ahead of their competitors, attracting new customers and gaining a larger market share. What’s more, responding to seasonal demand can increase customer loyalty, leading to long-term growth and stability across the board.

5. The Rise Of Niche Marketplaces

As the e-commerce landscape becomes increasingly saturated, niche marketplaces offer a breath of fresh air. These industry-specific platforms cater to a unique set of customers looking for specialized products. In the DIY home improvement industry, niche marketplaces like BricoPrivé and Distriartisan are gaining popularity.

Since customers on these platforms are specifically looking for DIY products, sellers can not only enjoy increased visibility but also gain direct access to a highly targeted audience. Such channels represent a growing trend in this industry, one that is assuredly only going to continue to grow in the years to come.

Wrapping Up

As we move forward into 2023 and beyond, these trends will shape the future of the DIY e-commerce home improvement sector. Brands that can adapt and leverage these trends will be well-positioned to thrive in the evolving landscape. So, whether you’re a seasoned DIY enthusiast or a brand operating in the space, I recommend keeping an eye on these trends as they unfold.


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