Category
Lifestyle
Assisted Choices
Trend cluster
Category
Fresh
Commerce
Consumers turn to online services for unconventional products.
4.7
Trend score
Trend
What is the Fresh Commerce trend?
Fresh Commerce: As online grocery ventures slowly begin to enter mainstream consciousness, many consumers are rethinking the types of products that can be purchased online, such as fresh flowers or local produce. The early adopters of these services tend to go for a "straight-from-the-source" mentality, opting for branded web stores, subscriptions and communities that offer convenience without betraying their ongoing desire for authenticity.
Trend themes
Themes within the Fresh Commerce trend
Three behaviours holding the trend together01
Online Farmers' Markets
The trend of online farmers' markets offers an opportunity for businesses to provide a convenient, straight-from-the-source solution to consumers.
02
Sustainable Flower Subscriptions
Offering a convenient floral subscription service with sustainably sourced flowers provides a unique selling point to customers concerned with ethical and eco-friendly practices.
03
Web-Based Farmers Markets
Web-based farmers markets can offer a one-stop-shop for gardening and farming products, appealing to consumers who want to grow their own food or create sustainable landscapes.
Industry implications
What the Fresh Commerce trend means for industry
Where the trend changes the playbookFor
E-commerce
The rise of these online services suggests an opportunity to capitalize on the shift towards e-commerce for unconventional products.
For
Agriculture
The trend of web-based farmers markets highlights an opportunity to innovate in the agriculture industry by connecting producers and consumers in new ways.
For
Sustainability
The focus on sustainability, ethical sourcing, and eco-friendly practices in these examples highlights an opportunity for businesses to differentiate themselves and appeal to consumers concerned with environmental impact.
Workshop question
What is your brand's relationship with authenticity?
Trend signals
Trend signals for Fresh Commerce
Trend score 4.7 out of 10, from popularity 71%, activity 62%, freshness 8%.
Popularity71%
Activity62%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Fresh Commerce trend
5 featured examples from Jan 16, 2015 to Feb 17, 2016CategoryEco
Web-Based Farmers Markets
Peaceful Valley's Grow Organic Shop Carries Farming and Gardening Goods
The rise of web-based farmer's markets offers E-commerce businesses an opportunity to tap into the growing interest in buying locally-sourced, organic products.
CategoryEco
Online Farmers' Markets
Good Eggs Brings the Freshness & Convenience of Farmers' Markets Online
Disruptive innovation opportunity: Build an online platform that revolutionizes the way farmers and foodmakers sell their products, creating a seamless shopping experience for cus…
CategoryBusiness
Lifestyle Flower Shops
The Love 'n Fresh Flowers E-Shop Appeals to Botany Enthusiasts
The floral industry can explore disruptive innovation opportunities by embracing web-based platforms, lifestyle-inspired e-shops, and expanding their product offerings beyond trad…
CategoryMarketing
Virtual Grass Catalogs
SYNLawn's Website Spotlights The Brand's Synthetic Grass Range
The e-commerce industry can benefit from incorporating virtual catalogs to provide a more immersive and informative shopping experience for customers.
CategoryArt & Design
Sustainable Flower Subscriptions
UrbanStems Offers a Three-Month Bouquet Subscription in NYC & DC
The rise of bouquet on-demand services and floral subscriptions offers opportunities for disruption within the flower delivery industry.
