2024 gave us a glimpse into the future of ecommerce, where emerging trends began reshaping the way businesses connect with customers. From the rise of conversational AI to significant growth in social commerce, last year was just the tip of the iceberg.
Now, as we step into 2025, these trends are set to gain even more momentum, accelerating faster than ever before.
If your brand hasn’t tested or embraced these changes yet, the time to act is now. These trends are becoming essential for staying competitive. For instance:
- Social Commerce Growth: Social platforms like Instagram and TikTok played a huge role in ecommerce in 2024, with social commerce reaching nearly $1.3 trillion globally. In 2025, the integration of shopping into social media is expected to deepen, offering new tools and experiences.
- AI Innovations: Last year, AI tools for generating content, enhancing imagery, and personalizing customer journeys took center stage. In 2025, these technologies will evolve even further, enabling brands to automate, localize, and create at unprecedented scales.
- Marketplace Expansion: The double-digit growth in marketplaces from 2023 to 2024 demonstrated how platforms eased entry barriers for global sellers, paving the way for further expansion in 2025. This growth is driven by increasingly streamlined tools for translation, pricing, and logistics, enabling sellers to access international audiences with greater efficiency.
However, as much as these advancements open doors, they also underscore the necessity of strategic adaptation. A notable example is Amazon’s vendor cleanup, which prompted brands and retailers to rethink their approach and move towards a 3P or hybrid selling model.
In 2025, sellers must recognize that success isn’t solely about seizing opportunities for expansion. It involves anticipating platform evolutions and aligning their strategies to remain resilient. From optimizing inventory for fluctuating demands to navigating evolving algorithms and policy updates, businesses must remain proactive.
The challenge isn’t just to keep up but to lead. Waiting could mean falling behind, as these trends are evolving rapidly. Let’s take a closer look at how these movements are accelerating and what they mean for you in 2025.
1. Chatting your way to sales: Conversational commerce grows
Advancements in artificial intelligence (AI) are making online shopping more interactive. Thanks to smarter AI tools, customers will have easier, faster ways to find what they need in 2025. Forget simple chatbots. These AI assistants will act more like real helpers. They’ll answer detailed questions, suggest products, and guide shoppers through purchases, all in one chat.
These tools feel personal, too. A great example of this trend is Amazon’s AI chatbot Rufus, which is helping shoppers navigate product choices during peak shopping periods like Cyber Monday. Similarly, Perplexity AI’s tools showcase how conversational AI can provide instant answers and recommendations, enabling users to find and purchase the right products more efficiently.
This trend is growing fast. Studies show the global conversational commerce market could reach $290 billion by 2025, driven by platforms like WhatsApp, Messenger, and voice assistants.
It’s not just about selling, it’s about creating connected, effortless shopping journeys customers will love.
2. AI may boost sales, but transparency builds customer trust
As conversational AI continues to evolve, trust will become just as important in 2025. While AI can enhance sales through personalized experiences, customers are increasingly demanding clarity about how their data is used and how AI systems make decisions. Transparency regarding AI’s role in recommendations and data usage will play a vital role in building and strengthening customer trust.
Simply saying “You’ll like this” may not be enough. Customers may want to understand why a product is being recommended to them. Privacy also remains a growing concern for today’s shoppers. With regulations like GDPR evolving, brands and marketplace sellers must continue collecting and using data responsibly. For example: AI-driven reviews and recommendations might require additional clarity to avoid skepticism.
The explainable AI (XAI) trend may help here. For example, if an AI system predicts holiday sales for a toy, platforms could also provide an explanation of the data behind the suggestion, making the process more transparent and trustworthy. A Capgemini study found that 62% of consumers placed more trust in a company whose AI was understood to be ethical, leading to increased referrals and loyalty.
In 2025, businesses that adopt ethical and transparent AI practices will be better positioned to foster stronger customer connections. Trust will not only become a significant competitive advantage but also a key factor in enhancing brand awareness and positioning.
3. Marketplaces going global: Bigger, smarter, faster
Online marketplaces are poised for continued growth in 2025, driven by shoppers' desire for convenience and brands' pursuit of global reach. Marketplaces like bol are facilitating international expansion by easing entry requirements for EU sellers. Notably, bol has removed the necessity for a local business entity in the Netherlands or Belgium and now permits customer support in English, broadening access for EU-based sellers.
This shift mirrors similar moves by Amazon and other leading marketplaces, which have refined their platforms and policies, such as Amazon’s vendor cleanup. These changes highlight the need for sellers to be strategic when choosing marketplaces and business models.
The evolving global ecommerce landscape demands not only participation but thoughtful selection of where and how to operate. In 2025, strategically aligning with platforms where your customers are already shopping - whether that’s marketplaces, social media, or other emerging channels - will be key to sustaining competitiveness and ensuring visibility in an increasingly crowded ecommerce landscape.
The global ecommerce market is projected to hit $7.3 trillion by 2025, with marketplaces taking the lion’s share. Niche marketplaces, especially those focused on sustainability, could also attract more shoppers as they look for eco-friendly or other unique finds.
4. Shopping on social: Shoppable content everywhere
Platforms like TikTok, Instagram, and Facebook are blurring the line between content and shopping. TikTok Shop, for example, allows users to buy directly within the app, creating a seamless experience.
Live shopping is also on the rise: Influencers host interactive events where followers can ask questions and shop instantly. This trend, which has already grown into a market worth nearly five trillion yuan (approximately $694.5 billion) in China as of 2023, is now gaining traction globally as more platforms and consumers embrace the format.
User-generated content may remain a powerful tool, as shoppers trust real-life reviews and everyday product posts. Notably, 60% of consumers believe UGC is the most authentic form of content, and 84% of millennials report that UGC influences their purchasing decisions. [Link to fashion ecommerce trends]
Augmented reality (AR) features will continue enhancing social shopping further. Virtual try-ons or tools to visualize furniture in your home bridge the gap between online browsing and in-store experiences. Reports suggest the social commerce market could grow to $1.2 trillion by 2025.
5. Sustainability: A growing priority for shoppers
Shoppers are increasingly prioritizing eco-friendly practices, and sustainability could become a deciding factor for more and more shoppers. Brands might need to adopt biodegradable packaging, carbon-neutral shipping, and transparent supply chains to meet these expectations. Reports show that carbon-neutral shipping options can boost customer loyalty.
This trend is particularly pronounced among Generation Z and Millennial consumers, who are more likely to pay a premium for products that are genuinely sustainable, from materials to packaging and delivery. According to the third annual Consumer Sustainability Survey from Blue Yonder, 85% of Gen Z and 84% of Millennials emphasize sustainability in their purchasing decisions. These younger shoppers are not only vocal but consistent in their preferences, signaling a shift in how brands must approach product design, manufacturing, and marketing to stay relevant.
The growth of the resale and refurbished goods market is another key aspect of this trend. This sector is expanding at an annual rate of 17%, with platforms like Backmarket leading the way. Even fast-fashion brands like Shein are exploring this space, introducing initiatives for second-hand or recycled products. Big brands are also increasingly launching their own resale programs to extend the lifecycle of their goods and align with consumer values.
As sustainability becomes central to the purchasing habits of younger generations, brands that prioritize eco-friendly practices, from sourcing materials to managing waste, stand to attract a loyal base of environmentally conscious shoppers.
Concluding Thoughts
As we step into 2025, ecommerce is poised for another transformative year. From the rise of conversational commerce to the growing importance of transparency, social commerce, and sustainability, the trends outlined here represent exciting opportunities for businesses to innovate and grow.
Staying ahead in this fast-evolving industry means more than just adopting the latest tools or technologies. It’s about understanding customer needs, building trust, and delivering seamless, meaningful shopping experiences. Whether you’re exploring AI-driven personalization, expanding through marketplaces, or diving into the world of social commerce, the key to success lies in adapting these trends to meet your customers where they are.
The future of ecommerce is bright and filled with potential. By embracing these predictions, brands can not only thrive but also help shape the next chapter of online shopping.
