As we pass the summer solstice and, with shorter days move into the latter half of 2024, like many in the ecommerce market I start to look to 2025 and what’s on the horizon for those running, managing and developing ecommerce solutions. Certainly, we see change continue to evolve rapidly and bleeding edge technologies become leading edge.
Let’s look at a few examples of ecommerce industry trends that look to be shaping the landscape in 2025:
1. The rise and rise of mobile commerce
Ok, it’s not new. Optimising sites for mobile users is as old as the hills and it’s probably appeared on every list like this for 15 years or more. But its rise is continuing and inexorable with eMarketer projecting that by 2025, mobile commerce will account for nearly 75% of all ecommerce sales globally.
Fuelling this growth is the equally growing popularity of Apple Pay, Google Wallet, and a welter of fintech innovations (PureNet has been involved in some extremely exciting mobile projects with fintech payment provider Snap Finance as we have first-hand experience of this and the impact it can have) and will continue to grow.
What this ongoing trend reinforces is that ecommerce directors and managers need to have a well-thought-out strategy to harness this trend in both the B2C and B2B spaces and ensure they’re giving their customers a great mobile-first experience.
2. Artificial Intelligence (AI)
So, I bet no one expected this to be on the list? All of you? Of course you did. Because after a number of false dawns AI in ecommerce is here with a vengeance. Many in the industry thought this would happen earlier. PureNet has been delivering AI and machine learning solutions for over 10 years. But, of late, the technology has really picked up and become affordable, easy and people have really woken up to what it can achieve.
It’s an ever-moving feast, with plenty of courses but you can loosely divide innovations and trends we’ll see in 2025 into a few primary areas:
Personalised Marketing
Probably the most venerable of AI approaches to ecommerce personalisation, nevertheless, will continue to transform how ecommerce businesses interact with their customers. The sheer ability to compute vast amounts of data, AI can predict consumer preferences and behaviour in ever more exciting ways into 2025 enabling unique shopping experiences, not just for segments or ‘cohorts’ of users but right down to the individual shopping experience. And being venerable means it’s proven. McKinsey says companies that leverage AI for personalisation can see revenue increases of up to 15%.
Content
Content is ecommerce’s AI problem child but something to watch in 2025. In the US it is estimated to become a $6.5bn market by 2030. We all know that currently AI doesn’t always get it right. But as a labour-saving device, it works wonders for generating content. Ecommerce marketers are using AI writing tools like ChatGPT to generate copy for product descriptions, social media content ad copy and blog posts. And as long as there’s human vetting it can be highly successful. Better still, Google rewards good content however it’s written. It also can be used for generating images, saving time and money. This is only ever going to become more widespread in 2025, with more tools becoming available to ecommerce marketing team.
Chatbots and Virtual Sales Assistants
In some ways, ecommerce innovation seeks to replicate what we receive when we go into a physical store. Essentially, we ask an employee on advice about products, recommendations, when items will be in stock and even on which complimentary products make up a set or a suite. AI is well on the way to meeting these requirements as chatbots and AI Assistants become ever more sophisticated.
This next generation AI Assistant can offer 24×7 customer support and live help with product recommendations, order tracking, and more. Gartner predicts that by 2025, AI-driven chatbots will handle 80% of customer interactions making a significant impact on the way we buy online. There are some exciting products that already can provide live B2B negotiation on stock, such as Nibble.
Logistics and Supply Chains
It’s not just at the front of house that ecommerce will be heavily guided by AI in 2025. Look out for an increase in the use optimising logistics and supply chain management to streamline and cut costs. Predictive analytics that will forecast demand more accurately, reducing inventory costs and ensuring timely deliveries will be the behind-the-scenes trend in 2025.
3. Augmented Reality (AR) and Virtual Reality (VR)
AR is the integration of digital information with the user’s environment in real time. VR replaces the environment with entirely digital content. Like many on this list, neither of these are new. They’re just getting smarter. Way smarter, in fact. And more widespread, with the number of AR devices worldwide predicted to reach 1.7 bn by the end of 2024 according to Statista.
In 2025 AR and VR technologies will in all likelihood continue to revolutionise our online shopping by letting customers virtually try on products or visualise items in their homes, digitally. A past study by Deloitte has found that AR can increase conversion rates by up to 40% by providing customers with a more immersive and interactive shopping experience.
The continued development of virtual reality may provide fully immersive virtual stores, where customers can walk through digital environments, browse products, and make purchases. This innovation will continue the theme of what AI is doing and offer the best of traditional bricks and mortar stores and online shopping, creating new opportunities for engagement and sales.
Recently, Google announced that ecommerce beauty brands will now be able to build AR-powered ads. Customers will be able to search for a product on Google, select it, and use AR to try it on directly from Google without having to click through to the store’s site.
Google has in the past offered AR features on desktop computers, but now the full features will be available on mobile devices, too.
4. Social Commerce
Social media platforms are becoming powerful ecommerce channels. Whilst Facebook and Instagram dominate watch in 2025 as TikTok surges to challenge the market leaders. Features like shoppable posts, in-app purchases, and live streaming for product demonstrations will continue to drive social commerce.
Influencers will still continue to play a crucial role in driving social commerce as they have been. Their authentic endorsements and large followings significantly impact purchasing decisions. 2025 will see no let-up in the collaboration with influencers to reach wider audiences and build brand trust among key demographics.
5. Subscription Commerce
This is a people pleaser, with predictable revenues for merchants and hassle-free products for the consumer. Whilst not as revolutionary as some of the points above, it will continue to grow as products ranging from groceries to beauty supplies are gaining traction. They offer convenience and personalised choice, building and enhancing customer loyalty, something every ecommerce retailer looks for.
6. Sustainability, Ethical Shopping and Second-Hand Commerce
Consumers are becoming ever more conscious of the environmental impact of what they’re buying. Also, as sustainability preys on the mind, and inflation squeezes their finances, second-hand ecommerce is becoming more popular than ever before and will continue to grow in 2025. With the rise of Vinted, an online marketplace for buying, selling, and exchanging new or second-hand items, such as clothing and accessories, second-hand ecommerce is on the up.
Equally, ecommerce companies are responding to this need for green by offering more sustainable products and transparent supply chains. A study by Nielsen showed that 73% of global consumers say they would definitely/probably change their consumption habits to reduce their environmental impact.
This naturally extends to logistics, with ecommerce heavyweights like Amazon and UPS investing in carbon-neutral delivery options, including electric vehicles and carbon offset programs. As we enter 2025, these initiatives will be more ever more widespread, appealing to the rapidly growing cohort of eco-conscious shoppers.