Top Ecommerce Trends To Watch in 2025

2023 saw ecommerce take center stage. 2024 saw consumers asking for more — of everything. More sales and marketing personalization. More product options. More ways to connect with businesses on-demand.

So what comes next? What ecommerce trends are heading our way for 2025, and how do brands ensure they’re on course to capture customer interest and drive reliable revenue? Buckle up because it’s time to explore the top 10 ecommerce trends worth watching in 2025.

1. Artificial Intelligence (AI) Gets Smarter and Faster

2024 saw many companies lean into generative artificial intelligence (GenAI). AI has come a long way in just a few short years, from sales and marketing copy to customer service and support.

For ecommerce brands, GenAI offers a way to enhance product descriptions, increase the efficacy of post-purchase follow-up, and improve customer service. According to recent data from Alvarez and Marsal, 38% of ecommerce business leaders expect to see significant spending on and generate considerable revenue from AI in the next year.

2. Augmented Reality (AR) Lets Customers See Things That Aren’t There (Yet)

IKEA took the lead on augmented reality (AR) back in 2017 by letting customers design the room of their dreams online. While the company was ahead of its time, it seems the rest of the market is finally catching up.

According to Statista, 42% of U.K. and 41% of U.S. shoppers will use AR to shop online by 2025. 

3. Process Automation Helps Streamline Sales, Marketing, and Customer Satisfaction

The faster, the better. Process automation tools that leverage AI will give brands the edge in 2025. Consider a post-purchase campaign to encourage repeat purchases. Using automated AI frameworks, brands can create bespoke emails and text messages that resonate with customers and free up marketers to take on other tasks.

According to Statista, the marketing automation software industry is expected to reach $21.7 billion by 2032. 

4. Multiple Payment Options Keep Customers Coming Back

If you offer it, they will come (back). For example, recent data from GoCardless found that 67% of customers will stop an online purchase if they discover their preferred payment method isn’t supported.

For brands, this makes 2025 the year of broad acceptance; from credit cards to digital wallets and even cryptocurrencies, more payment options mean more potential purchases.

5. Sustainable Talk Becomes Sustainable Walk

Customers want sustainable products and processes. According to a Bain & Company Survey, 70% of U.S. consumers believe sustainable lifestyles are important. 

This allows brands to develop and deliver sustainable initiatives such as renewably sourced materials, compostable packaging, and end-to-end product tracking. The challenge? Until recently, many brands talked the talk but didn’t walk the walk.

In 2025, expect that to change. Consider a recent investigation by Italy’s market regulator, the Autorità Garante della Concorrenza e del Mercato, which is probing ultra-fast-fashion brand Shein for “greenwashing” through the use of potentially misleading images that suggest Shien’s manufacturing processes are sustainable.

While the regulator hasn’t reached a ruling yet, ecommerce brands should take note: Sustainability requires both actions and words.

6. Social Selling Soars

Social selling saw significant gains in 2024, and 2025 will continue the trend. Sprout Social reports that 71.2% of TikTok shop users purchased after stumbling across an item in their feed. In addition, 55% of users say they’ve made an impulse purchase on the platform.

Instagram (46%), Facebook (45%), and X (43%) users have also made impulse buys. For ecommerce brands, this speaks to the need for social media marketing campaigns that directly target critical market segments. 

7. Online-to-Offline (O2O) Buying

For ecommerce brands that operate both digital and physical storefronts, there’s a growing shift toward online-to-offline (O2O) buying. The idea here is that while customers spend consistently online, they’re less likely to make impulse purchases.

As a result, brands are now looking for ways to get boots in stores by offering options such as buy online, pickup in-store (BOPIS). The caveat? Making the trip has to be worth it for buyers. This could mean offering a discount for in-store pickup or a reduced price on the next item purchased in-store.

8. Bring on the Boxes

According to a recent report from McKinsey & Company, confidence in the U.S. economy rose from 33% in Q2 2024 to 41% in Q3, which means consumers are more willing to spend.

One area of ecommerce that stands to benefit from this confidence boost is ecommerce subscriptions. As noted by eMarketer, home goods subscriptions have a retention rate of 51% after 12 months, while beauty products come in at 36%. More consumer confidence offers the opportunity for brands to grow their subscription lineup.

9. Back to (SEO) Basics

All the automation, payment options, and sustainable efforts amount to nothing if customers can’t find your brand. 

As a result, expect ecommerce companies to go back to basics in 2025 with a renewed focus on SEO. From optimizing website load times to creating engaging product descriptions to building SEO-friendly URLs, brands that want to stay competitive in 2025 need to make sure they’re taking the top spot for target keywords. 

10. Fast Products, Faster Delivery

While fast fashion and home goods are gaining ground thanks to social media's influence, speed also applies to delivery.

As noted by Pitney Bowes, the definition of “fast shipping” stabilized at just 3.1 days for non-grocery items. With many large ecommerce retailers offering next- or even same-day delivery, fast(er) is quickly becoming a critical component in ecommerce success.

Navigating the Next Year of Ecommerce

While several trends — including AI and the move to measurable sustainability — reappear on 2025’s top list, it’s not a carbon copy of 2024. Instead, it’s an evolution of consumer preferences punctuated by the expanding impact of technology such as generative AI. 

In other words, 2025 isn’t just about getting the tech right or pinpointing exactly what customers want; it’s about doing both at the same time. Gone are the days of “good enough.” 

As competition heats up and social media allows both big and small brands to stand out from the crowd, a simple lesson emerges: If you’re not getting ahead, you’re falling behind.

Keep pace with 2025’s ecommerce trends to stay relevant and drive reliable revenue.