E-commerce trends in 2025 [TOP 7]

E-commerce in 2025 will be largely defined by the development of artificial intelligence, which is changing how brands interact with consumers. The use of GenAI will allow for the creation of personalized shopping experiences that not only increase customer satisfaction but also impact the financial results of businesses. In an era of growing competition and consumer expectations, understanding and adapting to modern technologies will be crucial for success in e-commerce. In this article, we will explore how GenAI and other innovations, such as personalization, sustainability, social commerce, and loyalty programs, will shape the e-commerce landscape in 2025.

1. GenAI

It is hard to imagine e-commerce in 2025 without artificial intelligence. In the coming months, AI will continue to be a key tool that will revolutionize how brands engage with their customers. Thanks to advanced machine learning algorithms, e-commerce platforms will be able to deliver personalized shopping experiences by analyzing user behaviors in real time. E-commerce owners should consider adjusting their strategies to the changing reality shaped by GenAI – and here, they should keep in mind not only the profits generated by this investment (as AI should be assessed in this context), but also the expectations of consumers.
According to a PwC study, customers are ready for AI. The data confirms that representatives from every generation have heard of artificial intelligence, including 56% of respondents from Generation X and older. In the 18-24 age group, 76% of respondents have heard of AI. Moreover, consumers’ readiness also translates into their expectations. 67% of the surveyed expect e-commerce to adapt new technology in the form of virtual fitting rooms.

2. Personalization

In a digitalized world, where we are bombarded with thousands of messages every day, consumers expect personalized content. According to McKinsey data, investing in marketing personalization in e-commerce is the right direction. Personalization brings real benefits to businesses: it can reduce customer acquisition costs by up to 50% and help increase revenue by 5-15%.
Personalization is therefore a solution that enhances the user experience in e-commerce. And this will not change in 2025 either.
Example of personalization in e-commerce

Tomek is a student who started running last year to take care of his health. In March, he visited an online sportswear store. He decided to purchase running shoes and several accessories. This is the first signal. The purchase was recorded and linked to Tomek’s profile in the e-store’s database.
In the spring, a year later, Tomek again browses the new sportswear collection on the same store’s website. This time, he doesn’t make a purchase. However, his interest, combined with his previous purchases, suggests that Tomek may be inclined to buy new running clothes in the upcoming months.
Within 24 hours of browsing sportswear, Tomek receives a personalized email: an offer of a 15% discount on several products he had viewed. The message includes instructions on how to place the order, as well as recommendations for additional accessories that may help with his running, based on his previous purchases and viewed products.

3. Sustainability

Year by year, consumer expectations and awareness regarding ecology are increasing. More and more often, they are also seeking knowledge on how they can reduce their negative impact on the environment, as confirmed by the following statistics.

The report “Social Responsibility, Responsible Communication. ESG in Corporate Communication Strategy” shows that 78% of respondents declare a willingness to purchase sustainable products, even if it means paying a higher price for such products.
How can elements related to ESG be implemented into an e-commerce strategy? In 2025, many brands will strive to further minimize their carbon footprint through:

• eco-friendly packaging
• optimization of logistics processes
• implementation of recycling programs

Companies that transparently communicate their pro-environmental actions can attract a large number of new customers. Many forecasts also indicate that in 2025, efforts to combat greenwashing — deceptive marketing practices that mislead customers about a company’s actual environmental efforts — will be more effectively implemented.

4. The Growth of Social Commerce

How to succeed in e-commerce in 2025? First and foremost, you need to be visible where your customers are. In the digitalized world, these places are social media platforms like Instagram, Facebook, and TikTok. These platforms allow you to engage with users in a more interactive way. The best approach is to do it in a multichannel way:

• regularly publish posts on the company profile, giving users the opportunity to purchase products directly from the platform
• engage micro-influencers who will recommend products in their content.

It is also worth mentioning UGC (User-Generated Content), which refers to content published on social media by customers who have previously purchased a product and want to share, for example, their opinion about it.

5. Loyalty Programs

Every e-commerce business owner should prioritize loyal, returning customers. Why? The answer is simple: because a strategy focused on constantly acquiring new customers often requires a higher budget compared to efforts aimed at engaging existing brand consumers.
Loyalty programs help increase the frequency of online purchases and ensure consistent contact with your customers. As a result, the user simply has no opportunity to forget about your products because you regularly remind them. There can be many opportunities for these “reminders,” such as:

• General shopping opportunities: Christmas holidays, upcoming vacations, the new school year, or seasonal changes specific to the given industry.
• Individual opportunities tailored to a specific customer: for their birthday.

Such loyalty programs actually achieve many important goals for brands. First, they offer the opportunity to include the customer in an exclusive group, providing a sense of uniqueness. Second, they often offer customers more attractive prices (through discounts, for example). Third, they introduce a gamification element, which encourages users to take action.

6. The Growing Role of Voice Search

Modern consumers primarily value convenience. If they have the option to achieve their goals more quickly, they choose that path. This applies to product searches as well. Increasingly, users are turning to voice assistants (like Alexa or Siri) for this purpose. This shift in consumer behavior necessitates adapting e-commerce strategies in 2025 to accommodate voice search.
To better meet consumer needs and provide accurate answers to their queries, it is essential to focus on long-tail keywords that reflect the natural language used in voice searches. Equally important is optimizing content to address specific questions directly.

7. Omnichannel

Anyone who regularly follows trends knows that omnichannel has been discussed as a „must-have” for e-commerce for years. This won’t change in 2025—multichannel strategies are a worthwhile investment because they provide customers with consistent shopping experiences. And it’s precisely these seamless experiences that users expect.
However, omnichannel remains a significant challenge for many e-commerce businesses, as it can sometimes be difficult to map the customer journey and answer questions like who exactly has interacted with the brand.
E-commerce in 2025 will be shaped by innovation and change. The use of artificial intelligence, omnichannel strategies, and personalization are just some of the elements that will contribute to the success of brands in this rapidly evolving market. By adapting to new trends and technologies, businesses can not only enhance their competitiveness but also build lasting relationships with customers, which are the cornerstone of e-commerce.