I think this title is confusing because e-commerce is an industry and UX is a process.
The trend, in this case, is UX - as e-commerce clients are trending towards fully embracing the process.
A trend I have noticed in the luxury e-commerce industry, though, is linking "lifestyle editorial" in digital and print with one multi-product feature and one checkout.
An example would be net-a-porter.com's The Edit Online mobile apps and award-winning PORTER magazine: apps and print.
Combining all three - mobile, web and print for an entirely immersive and exciting, exclusive shopping experience is definitely trending with customers right now.