What to Expect from the Industry? Key eCommerce Trends for 2025

Predictive Intelligence – artificial intelligence in a different form

Artificial Intelligence (AI) complements human efforts in various ways. We've seen this first hand over recent months, with AI dominating industry discussions – from debates about whether AI will replace human jobs, how it might accelerate business growth, to even questioning if it poses a threat to business itself. In this time, many AI-based tools have emerged, supporting nearly every business aspect – from content generation and process automation to customer service.

AI isn’t slowing down in 2025 – increasingly sophisticated machine learning models are emerging, and the databases from which AI gathers information are becoming larger and more accurate. This is the foundation of Predictive Intelligence, a technology that not only responds to user needs but also anticipates them.

In eCommerce, this translates to delivering highly personalised shopping experiences – from tailored product recommendations to targeted promotions. In practical terms, AI tools will be able to predict customer behaviours based on their past interactions with the brand, allowing products or offers to be presented at just the right moment. This might include a suggestion to repurchase previously bought items or a gentle reminder of upcoming promotions on wishlist products. This approach makes customers feel understood and valued, strengthening their loyalty and creating a sense of exclusivity. Studies (source: PWC) show that half of consumers trust AI to provide accurate product recommendations.

Embracing this trend could mean that eCommerce companies investing in predictive intelligence will not only be able to sell more effectively but also provide more satisfying shopping experiences for their customers.

In 2025, the line between in-store and online shopping will continue to blur, giving rise to a new concept: Hybrid Commerce. So, what does this model entail?

Hybrid Commerce is a flexible approach to shopping, where customers can seamlessly move between the physical and digital worlds. While similar trends like omnichannel and unified commerce have shaped sales in recent years, Hybrid Commerce goes beyond these strategies, offering solutions such as online-to-offline commerce (O2O). O2O focuses on transforming online customers into in-store visitors. For example, QR codes scanned in a physical store can provide access to thousands of online products, encouraging further digital purchases (with options like in-store pickup afterward). Other popular features include:

• Virtual fitting rooms – with augmented reality (AR) technology, customers can "try on" products online before deciding to buy in-store or online. This is particularly useful for clothing, glasses, or cosmetics, allowing a fuller product experience before it’s in their hands.
• Digital Checkouts – allow customers to scan selected products using an app on their smartphone and make payments without using a traditional register. For example, the Rossmann drugstore chain offers this solution, enabling its customers to shop conveniently without waiting in line.
• Buy Online, Pick Up In-Store (Click and Collect) – customers can order products online and pick them up at a nearby store, avoiding delivery waits or shipping costs. A bonus is the ability to view the item before taking it home, enhancing shopping comfort and reducing the likelihood of returns.

O2O solutions in Reserved application

Blurring the boundaries between physical and digital shopping brings significant advantages, especially as Gen Z shoppers frequently use their phones in physical stores, reflecting their natural tendency toward multichannel shopping.

Environmental awareness today is more than a fleeting trend – with rising environmental challenges, consumers are increasingly choosing brands that prioritise responsible practices. According to the report "Social Responsibility, Responsible Communication. ESG in Corporate Communication Strategy," 78% of respondents express a willingness to buy sustainable products. Eco-friendly efforts can span various aspects of a company's operations, from raw materials and packaging to social initiatives.

To start, companies can focus on their products – using eco-friendly materials, promoting recycling, and reducing environmental impact (e.g., lowering energy and water usage) are just a few examples. IKEA exemplifies this approach, with 60% of its products now made from renewable materials.

Secondly, some companies actively organise campaigns supporting environmental conservation. Patagonia, an apparel brand known for its eco-conscious actions, donates 1% of its sales to environmental protection and restoration. Since 1985, the company has allocated $140 million to this cause, serving as an inspiring example of genuine commitment.

Source: https://www.patagonia.com/our-footprint/

Thirdly, sustainability extends to packaging, especially in online orders. Choosing eco-friendly materials is not only an ethical choice but also aligns with EU regulations, such as the Packaging and Packaging Waste Directive. These regulations aim to reduce unnecessary waste and set packaging size limits to cut down on unused space in parcels. Excess space requires more transportation resources, leading to increased CO2 emissions and other air pollutants.

When implementing eco-friendly practices in eCommerce, it’s essential that these initiatives are authentic. Consumers are increasingly aware of greenwashing – the deceptive, manipulative use of an eco-friendly image. Genuine actions backed by clear evidence are now not only expected but are fundamental to building trust and loyalty among customers.

The online store has evolved beyond merely a place to buy products. Customers increasingly expect that browsing an eCommerce platform will be an exciting experience. Gamification, a key trend for 2025, can make this possible. But what exactly does this term mean?

Gamification is the application of game-like elements – such as reward systems, levels, challenges, and interactive content – to boost user engagement on a shopping platform. It turns traditional shopping into an emotionally engaging experience, encouraging users to return to the site and spend more time there. According to a report by Juniper Research, the effects of gamification can be substantial, with customer engagement increasing on average by 30% to 80%, depending on the industry and method of implementation.

Gamification also introduces an element of competition, which particularly attracts people who enjoy challenges. Stores can hold regular contests with prizes or present users with personalised challenges (e.g., purchasing products from a specific category or spinning a virtual wheel to win a discount). This interactive approach makes shopping more than just a transaction – it becomes a memorable experience that fosters positive associations.

Now that you know the key eCommerce trends for the upcoming year, what’s next? Don’t wait! Start preparing your store for changes now. However, remember that every new element you plan to implement should align with your brand's strategy and vision. Blindly following trends can backfire, diluting your brand image and weakening customer relationships. Choose the trends that best match the character of your business, and build a strong brand that, with each change, becomes even more attuned to the needs of today’s customers. With this knowledge in hand, are you ready for change and success in the new year?