8 E-Commerce Trends to Watch in 2025 (And Why They Matter)
What’s really shaping the future of online shopping? As 2025 unfolds, the pressure is on for brands to keep up with changing consumer habits, economic challenges, and fast-moving tech. But which trends actually matter—and how can e-commerce businesses stay ahead?
The answer: it’s all about smarter tech, more personalized experiences, and meeting shoppers where they are—both emotionally and financially.
Let’s break down the top 8 e-commerce trends for 2025, with insights from global research and industry experts Sudip Mazumder and Guy Elliott.
1. Shopping gets chatty: Generative AI & zero-click search
Generative AI is changing how we search and shop online. Instead of typing keywords and scrolling through results, imagine simply asking for what you need—like you’re chatting with a knowledgeable friend. That’s the future of e-commerce search.
Take Homes & Villas by Marriott Bonvoy: they built an AI-powered search tool that helps users find the perfect place to stay just by describing what they want in plain language.
And shoppers are curious about this tech. Nearly 30% are excited about AI improving deal comparisons and search results. Even more—43% of those who’ve used AI tools—expect brands to use them to level up the customer experience. So, if your brand isn’t exploring generative AI in 2025, you risk falling behind.
2. Retail media networks keep booming
Retail media is growing fast—faster than social and search ads when they first launched. And consumers are warming up to more personalized promotions (as long as they’re done right).
Right now, many loyalty programs still send the same ads to everyone based on basic data like points earned. But there’s a huge opportunity to dig deeper. Tailoring promotions within these networks can lead to better engagement and repeat purchases.
By 2028, retail media is expected to bring in more ad revenue than television. That’s big.
3. Secondhand shopping is going mainstream
With high costs and a growing focus on sustainability, more people are turning to resale and rental platforms. In the UK, 44% of shoppers are buying more secondhand than they did a year ago.
While big names like eBay and Vinted dominate now, there’s room for more players—especially traditional retailers who want to join the resale movement. B2C and even B2B re-commerce models are gaining momentum.
4. “Slow living” and quality over quantity
More consumers are ditching fast fashion and overconsumption for something better: durable, high-quality products that last.
Social media is also shifting. The trend of “deinfluencing”—where influencers discourage wasteful buys—is encouraging people to make smarter, more intentional purchases.
Sustainability still matters, but shoppers are being realistic. The most important thing they want from brands? Long-lasting, reliable products—more than carbon reduction or flashy green claims.
5. Frictionless payments and short-term financing go mainstream
Online checkout is getting smoother thanks to flexible payment options like PayPal Credit, Afterpay, and Apple Pay Later. In fact, half of millennials and Gen Xers have used some form of buy-now-pay-later (BNPL).
The idea of “invisible payments”—where transactions happen with little effort—is becoming more common. But there’s a fine line: while these tools help, they can also encourage overspending. Brands need to provide responsible options without pushing people into financial stress.
6. AI takes personalization to the next level
Consumers don’t want to be treated like data points—they want real personalization. And AI is making it easier than ever to offer tailored recommendations, content, and shopping experiences.
In fact, 67% of shoppers expect personalized interactions when they shop online, and 71% want it when they travel or dine out.
Of course, people still have concerns about AI (like job loss or misinformation). But those who’ve used it are excited about its potential to recommend products that actually fit their tastes. For brands, the payoff is huge: better conversions, bigger baskets, and happier customers.
7. Reviews, word of mouth & authentic voices win
Let’s face it: social media is packed with ads and influencer posts. That’s why shoppers—especially Gen Z—are turning to genuine reviews and real user content when deciding what to buy.
About 30% of people say they recommend their favorite brands to friends and family. And nearly half say product reviews and online searches influence their purchase decisions.
Want to stand out? Make room for honest feedback, video testimonials, and customer reviews right on your e-commerce site. It builds trust and helps shoppers feel confident.
8. Smarter supply chains for a more stable (and sustainable) future
With everything from global conflicts to climate-driven disasters, supply chains are under pressure. That’s why retailers are turning to tech like digital twins, predictive maintenance, and supplier transparency.
The goal? Minimize disruptions and track carbon footprints across the value chain.
And while only a third of consumers say sustainability certifications influence their buying, 50% say they trust brands that show how and where their products are made. Transparency matters.
Final Thoughts: How to Win in 2025
In 2025, it’s not just about having the latest tech or flashy features. It’s about using tools like AI and personalization to create seamless, thoughtful, and responsible experiences for shoppers—while staying agile in an ever-changing world.