Today, every aspect of health is measurable, from BMI to step count to sleep. These metrics are primarily accessible through wearable tech like Virtual Reality (VR) and Augmented Reality (AR) devices and smartwatches and jewelry that use biometric technology to transmit data to your smartphone.
Wearable technology, however, extends beyond health tracking. Devices like smartwatches now allow consumers to take calls, view and send messages, and consume content, all on a device attached to their bodies. This multifunctionality signifies a shift in consumer behavior, presenting vast opportunities for e-commerce businesses.
Wearable Tech: An Expanding Market
Devices like Fitbit and Apple Watch have become increasingly popular over the last few years. By 2027, wearable tech is expected to grow to be a $111 billion industry. It had already reached almost $33 billion in 2022.
Although purchasing directly from wearable devices is not yet widespread, it is only a matter of time before this becomes a common practice. Brands should begin leveraging wearables as an additional touchpoint to understand their customers better and build brand recognition and loyalty.
Understanding Wearable Tech
Industry innovators like Garmin and Oura Ring are pushing the boundaries of both fashion and technology, making it possible to have a high-functioning piece of tech that consumers want to wear.
Data from Statista indicates that watches and earwear (i.e. Apple Airpods, Shokz) are the highest revenue drivers in the industry. In 2024, around 350 billion units of smart-earwear are forecasted to be delivered, and smartwatch sales are expected to reach almost $50 billion.
Other types of wearable tech include:
- Fitness Trackers: Devices like Fitbit or Garmin that monitor physical activities, heart rate, sleep patterns, and other health metrics.
- Smart Glasses: Glasses like Snap Spectacles or Vuzix Blade provide augmented reality experiences and hands-free information access.
- Smart Clothing: Clothing items with embedded sensors that track movement, temperature, and other biometric data, such as the Hexoskin smart shirts.
- VR/AR Headsets: Devices like Apple Vision Pro or the Oculus Rift provide immersive virtual reality experiences.
- Smart Jewelry: Fashionable items like rings or bracelets that track fitness, notifications, or even stress levels, such as the Oura Ring or Bellabeat Leaf.
Each piece of tech is primarily targeted to a specific demographic — for example, Google Glass would be more successful among a more tech-forward audience, while the Bellabeat Leaf is geared more towards providing health data for women.
How Wearable Tech Is Transforming E-commerce
Wearable technology is revolutionizing the e-commerce landscape by creating more connection points between brands and consumers, ultimately increasing the likelihood of sales. Here’s how:
- Enabling Voice-Activated Purchases Devices like Amazon Echo Frames equipped with Alexa allow consumers to purchase using voice commands. This streamlines the buying process and enhances convenience, making it easier for consumers to shop anytime and anywhere. By integrating voice-activated purchasing capabilities, e-commerce brands can capture spontaneous buying decisions and drive sales more effectively.
- Receiving Real-Time Notifications Wearable devices enable consumers to receive real-time notifications about personalized offers directly on their devices. In the past, customers had to check their email or texts for such offers. Now, with immediate and accessible notifications, brands stay top-of-mind and can prompt timely purchases, boosting sales through increased engagement.
- Integrating Apps for Wearables Optimizing apps for wearables is an effective way to keep your brand top-of-mind. Ensuring readability and functionality on smaller screens requires great visuals and app structure. For example, fitness apps integrated with wearables can offer real-time progress updates and rewards, enhancing user experience and encouraging continued interaction with the brand.
- Personalizing Shopping Experiences Many wearables gather real-time insights into users’ health and behaviors, offering endless opportunities to personalize their shopping experiences. Brands can analyze patterns in sleep, activity, and health to refine their product offerings. For instance, Nike uses the Nike Run Club app integrated with the Apple Watch to send personalized offers and notifications. By tracking users’ fitness activities, Nike provides tailored content and incentives, such as targeted promotions or exclusive product launches, based on individual engagement levels. This approach fosters deeper customer loyalty and drives sales by addressing specific preferences and needs.
By leveraging wearable technology, e-commerce brands can enhance customer engagement, personalize interactions, and drive sales more effectively.
Get closer to your customers with wearable tech — and Nogin
By leveraging wearable technology, e-commerce brands can enhance customer engagement, personalize interactions, and drive sales more effectively. The ability to capture your ideal customer’s attention through wearable tech is rapidly increasing, though integrating your products with this technology can be challenging.
The Nogin team is here to help. We offer the expertise you need to adapt to changing consumer behavior and bring your brand closer to your customers than ever before.
Ready to discover the customized solution that will supercharge your e-commerce business? Set up a free, zero-obligation consultation today to learn more!
