What does a cookieless world mean for eCommerce?

Since Google will be eliminating third-party cookies by the end of 2024 and Firefox, Safari, and Edge already block them, marketers will need to find alternate methods of attracting potential customers. According to a report by Adobe Digital Trends, 60% of senior executives expect their marketing to be negatively impacted by the removal of third-party cookies.

The only thing that has remained consistent for marketers over the past two years is change. While some people fear a world without cookies, embracing innovative tactics that go beyond cookies will ultimately keep you current within the industry. What does a world without cookies mean for marketers, and how can you get ready for the change? Below, we examine these issues in greater detail and look at why first-party data should be embraced by marketers in this new ecosystem.

What is a cookieless world?

Third-party cookies are used to track a user's online activities in an anonymous manner. Because of this, marketers can design carefully tailored programs. Cookies are helpful for marketers, but they make consumers more concerned about their privacy.

Google will formally discontinue using third-party cookies sometime in 2024, and it has no plans to introduce any substitute tracking. It plans to put more of an emphasis on "privacy-preserving" technology. This signals the end of the data-driven, highly targeted performance advertising that advertisers have effectively employed over the past two decades.

The end of third-party cookies and eCommerce

Nobody is entirely certain of what lies ahead. Since Mozilla stopped using third-party cookies in 2013, tech giants have been laying the groundwork for a cookieless future and equipping users with the tools they need to protect their personal information. eCommerce brands must prioritise trust and privacy going ahead.

The quantity and quality of data that advertisers have access to will decline after third-party cookies are no longer used. Many eCommerce firms currently rely on ad targeting, attribution, and optimisation, but this may cause disruptions in those areas. Both the cost of acquiring new customers and the return on advertising investment are likely to rise as a result. However, by utilising a wider variety of data sources and looking into other technologies, brands may adapt to this new reality.

Movement towards first-party data

First-party data is superior to third-party data not only in terms of accuracy but also in terms of its ability to produce better commercial results. By improving your marketing effectiveness, you enable customers to get what they require quicker and more effectively – two crucial components of the customer experience — and assist marketers in reaching consumers where they are already.

The sooner you accept that first-party data is the future of marketing, the better. You will be in a great position to understand your clients more thoroughly if you lean into this higher degree of data collection along with content, website accessibility, and overall marketing performance.

Final thoughts

The world of eCommerce will undergo significant change once third-party cookies are no longer used. Every eCommerce marketing department will feel the shock of this data's initial disappearance. Your eCommerce store can, however, continue to expand if you tweak your strategies and plan ahead.

You may have to pay more on social media marketing and Google Ads to reach the same number of clients. To protect against losses, you also need to be prepared to change your spending and expand your media mix. Nevertheless, you will be able to develop more trustworthy datasets and superior client relationships over time. If you are interested in how the BDO Eaton Square eCommerce team can help you navigate in a cookieless world, click here.