11 Ecommerce Growth Trends That Are Changing the Game in 2025
Ecommerce Blazes Onward: Despite evolving landscapes, ecommerce continues to thrive as digital shopping grows in popularity and adaptability among consumers.
Adapting to Rise Above: Businesses must swiftly adapt to evolving customer preferences and technological advancements to remain competitive in the fast-paced ecommerce arena.
Tech Trends Twist the Rules: Emerging technologies like AI and automation are reshaping online shopping, offering personalized experiences and efficiency that's defining the future of retail.
Customer Focus Holds the Crown: Prioritizing customer needs and improving user experience is crucial, as expectations grow for seamless and engaging online shopping journeys.
Game Plan for Success: Success in the ecommerce world demands innovation, customer insight, and tech-savviness, as companies navigate rapid changes in this dynamic market.
Ecommerce is still on fire, but the game is changing fast.
The digital shopping boom isn’t slowing down, but customer expectations, technology, and competition are evolving at breakneck speed. If you're in the ecommerce space, you need to know what’s shaping the industry in 2025—not just to keep up, but to get ahead.
Below, we break down the biggest trends that are defining ecommerce right now, along with insights on how to turn them into growth opportunities.
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No fluff, just the key drivers that matter.
1. Online Sales Keep Surging (Despite the Economic Rollercoaster)
Recession? Inflation? Doesn’t matter—people are still shopping online.
In the U.S., ecommerce sales hit $1.192 trillion in 2024, a 7.5% increase from 2023, and now account for 22.7% of total retail sales. Globally, retail ecommerce is pushing $6.3 trillion in sales this year, marking another strong year of growth (roughly 9% up, YoY).
The big players like Amazon and Walmart still dominate, but mid-size and niche brands are carving out significant market share.
Digital commerce isn’t just an alternative to brick-and-mortar anymore—it’s eating traditional retail alive.
What to do about it:
- Double down on SEO and digital marketing to stay visible in an increasingly crowded market.
- Optimize fulfillment and inventory management—growth means nothing if you can’t deliver.
- If you’re eyeing expansion, look globally: Southeast Asia and Latin America are seeing over 20% annual ecommerce growth, outpacing North America.
2. Omnichannel & Hybrid Shopping Are the New Normal
Customers don’t see online and offline shopping as separate experiences anymore—they expect seamless transitions between channels. A whopping 73% of consumers now shop across multiple channels before buying.
A typical buyer might:
- Discover a product on Instagram.
- Check reviews on a marketplace like Amazon.
- Visit the brand’s website for details.
- Pick it up in-store (or return it there).
Retailers that integrate online and offline experiences—with options like BOPIS (buy online, pick up in-store), curbside pickup, and unified loyalty programs—are seeing higher engagement and sales.
Retailers need to maintain their presence on all platforms… and unify the back-end so customers can pick up their journey right where they left off.
The Future of Retail
Case in point: Target’s omnichannel shoppers spend twice as much as single-channel customers.
How to win:
- Ensure your inventory syncs in real time across all platforms.
- Make returns and exchanges effortless between online and offline stores.
- Streamline cross-channel marketing, so promotions feel cohesive no matter where customers engage with your brand.
Case study: Target's omnichannel strategy hits the bullseye
Target has seamlessly integrated its online and offline channels to enhance customer experience and boost sales. By implementing services like Buy Online, Pick Up In-Store (BOPIS) and Drive Up, customers enjoy flexible shopping options that suit their preferences.
This strategy has paid off, with digital sales growing by 31% in a recent year, and 30% of those sales coming from same-day fulfillment options like BOPIS and ship-from-store.
Target's approach demonstrates that a well-executed omnichannel strategy can drive significant growth and meet evolving customer demands.
3. Mobile Shopping Rules Everything
If your site isn’t mobile-first, you’re losing customers.
The fact that 80% of all retail website visits now come from smartphones makes this point very compellingly. And mobile conversion rates still lag behind desktop—meaning there's room for improvement.
A decade ago, having a mobile-optimized site was a competitive advantage; today it’s table stakes.
Top mobile commerce upgrades for 2025:
- Frictionless checkout. One-tap payments (Apple Pay, Google Pay) can massively increase conversions.
- Mobile UX optimization. If users have to pinch-to-zoom, they’re gone.
- Fast load speeds. Every extra second of load time kills conversions.
Retailers who nail mobile experiences are pulling ahead. Those who don’t? They’re watching their bounce rates skyrocket.
Bottom line: Design every aspect of your ecommerce with mobile users in mind.
Case study: Walmart's mobile app enhances customer experience
Walmart has significantly invested in its mobile app to provide a seamless shopping experience.
Features like geo-fencing notify stores when customers arrive for pickups, and a wish list allows users to save favorite items for future purchases. These enhancements have led to increased customer satisfaction and higher online spending.
4. Social Commerce is Exploding (And It’s More Than Just TikTok)
Social media isn’t just for scrolling—it’s where people shop.
Nearly 97 million Americans now buy products directly from social platforms, and 83% of Gen Z starts their shopping journey on social media instead of Google or Amazon.
Platforms are going all-in on shopping features.
TikTok Shop is now driving double-digit sales growth for brands, while Instagram and Facebook Shops remain powerful discovery tools. Pinterest and YouTube are rolling out better product tagging and live shopping options.
Early results are promising: Cosmetics brand BK Beauty got 10–20% incremental sales after testing TikTok Shop, and even saw a 30% jump in TikTok Shop revenue from a single viral video by a makeup artist
But trust is still an issue—53% of US consumers say they struggle to trust products sold on social media, citing counterfeits and low-quality goods.
Meanwhile, 72% of customers are more likely to buy from brands with strong social proof, like real customer reviews and user-generated content.
How to win with social commerce:
- Test emerging sales channels: If your audience is on TikTok, experiment with TikTok Shop—even a small pilot can reveal its potential.
- Leverage user-generated content (UGC): Encourage customers to post real photos and videos—social proof is everything.
- Optimize for native shopping experiences: Tag products in Instagram posts, enable Pinterest Shopping, and run live shopping events.
- Build trust: Highlight authentic customer reviews, offer easy refunds, and be quick to answer DMs—shoppers expect instant responses.
Social commerce is here to stay. Brands that prioritize trust, engagement, and seamless shopping experiences will thrive.
5. AI is Reshaping Ecommerce—And It’s Just Getting Started
AI isn’t a futuristic gimmick—it’s already transforming ecommerce.
From hyper-personalized shopping experiences to automated customer service, brands using AI effectively are seeing serious gains.
Retailers are leveraging AI to:
- Boost personalization. AI-driven recommendations increase conversion rates by serving up the right products at the right time. And, 65% of customers expect brands to adapt to their needs in real-time.
- Improve search & discovery. AI-powered search engines interpret intent, not just keywords, helping customers find what they need faster.
- Automate customer service. Modern AI chatbots now handle complex queries—74% of US consumers are open to using AI for product recommendations.
- Generate marketing content. AI tools are drafting product descriptions, emails, and social posts at scale, freeing up human creativity for higher-impact work.
How to use AI for growth:
- Personalize at scale. Implement AI-driven product recommendations, dynamic pricing, and tailored email marketing.
- Enhance search & navigation. Optimize your site with AI-powered search that understands shopper intent.
- Automate support. Deploy AI chatbots to handle FAQs and customer inquiries, improving response times and cutting costs.
- Test AI-generated content. Use AI to create marketing assets faster—but always refine with a human touch.
AI is no longer a “nice-to-have”—it’s a competitive advantage. Brands that integrate AI strategically will boost efficiency, improve customer experiences, and drive more sales.
Case study: Amazon's AI-driven recommendation engine boosts sales
Amazon's AI-powered recommendation engine analyzes user behavior to provide personalized product suggestions.
This system accounts for 35% of the company's total sales, showcasing the significant impact of AI-driven personalization on customer engagement and revenue.
6. Hyper-Personalization & First-Party Data (The Customer-Centric Playbook)
Personalization isn’t optional—it’s what keeps customers coming back.
In fact, 80% of shoppers say the experience a brand provides is just as important as the products themselves.
But with third-party cookies disappearing, brands can’t rely on old-school ad targeting.
The winners in 2025 will be those who master first-party data—leveraging customer interactions to create truly personalized experiences.
This means connecting data across platforms—website behavior, purchase history, email engagement, and loyalty programs—to predict what customers want before they do.
As Tina Donati, former content and partner marketing lead at Alloy Automation, put it to Yotpo:
The trick is to make sure you’re building a tech stack that talks to each other smoothly.
Integrations between your commerce platform and your ERP, CRM, marketing automation, helpdesk, loyalty app, etc. are the only way to personalize touchpoints without a lot of manual work.
Examples of hyper-personalization in action:
- Netflix-style recommendations. AI curates personalized shopping feeds based on past behavior.
- Predictive reordering. Brands anticipate when you’ll need a refill and send a timely reminder.
- Dynamic pricing & promotions. Discounts based on browsing habits and purchase history.
- VIP treatment for top customers. Exclusive early access, special offers, and birthday perks.
How to win the first-party data game:
- Unify your customer data. Connect CRM, email, and ecommerce platforms for a 360-degree customer view.
- Personalize everything. Tailor product suggestions, abandoned cart emails, and website content dynamically.
- Optimize loyalty programs. Offer targeted rewards and incentives based on individual shopping habits.
- Be transparent. Customers want personalization, but not at the cost of privacy—72% of Gen Z will only share data with brands they trust.
Personalization isn’t about creepy tracking—it’s about anticipating customer needs and delivering value. Brands that master this balance will see stronger engagement, higher conversions, and long-term loyalty.
7. Short-Form Video & Livestream Shopping Fuel Engagement
Video has taken over ecommerce.
A whopping 72% of customers prefer video over text when learning about products, and short-form clips on TikTok, Instagram Reels, and YouTube Shorts are now essential for discovery and sales.
Brands that use video effectively are seeing higher engagement, better conversions, and more viral moments.
Livestream shopping is gaining traction. While still behind China’s $442 billion market, US brands are testing live selling on TikTok, Instagram, and Amazon Live with promising results.
Beauty and fashion brands, in particular, are using influencers and real-time Q&A sessions to drive urgency and trust.
How brands are winning with video:
- Influencer-led content. Unboxing, tutorials, and behind-the-scenes clips feel more authentic than polished ads.
- On-site video integration. Product demos on ecommerce pages increase time on site and boost conversion rates.
- Live shopping events. Real-time engagement through limited-time offers and direct responses to customer questions.
How to make video work for your brand:
- Prioritize short-form content. Hook viewers in the first three seconds or risk being scrolled past.
- Make product videos shoppable. TikTok and Instagram allow direct checkout from video posts.
- Test live selling. Start with a small campaign and track engagement to see if it resonates with your audience.
Brands that lean into video aren’t just capturing attention. They’re turning views into sales while building stronger connections with their audience.
8. AR, VR & Immersive Shopping Are No Longer Just Gimmicks
Shoppers want to see products in their space before buying, and 55% of retail AR use cases now focus on ecommerce, from virtual try-ons to 3D product previews.
Brands using AR have seen conversion rates jump 40% or more as customers gain confidence in their purchases.
Virtual try-ons and 3D shopping are now expected. Major retailers like Sephora, Warby Parker, and IKEA have trained shoppers to expect virtual previews, and brands that don’t offer them risk falling behind.
Shopify data shows that products with AR content see 94% higher conversions than those without. That’s a staggering lift!
How brands are using immersive tech:
- Augmented reality try-ons. Eyewear, makeup, and fashion brands let customers see products on themselves via mobile.
- 3D product visualization. Interactive models let shoppers view items from all angles before purchasing.
- Virtual showrooms. Some retailers offer fully immersive shopping spaces, though adoption is still growing.
How to implement AR and 3D shopping:
- Start with mobile-friendly AR. Web-based AR features are easier to adopt than app-only solutions.
- Enhance product pages. Even simple 360° spin images improve engagement and reduce return rates.
- Monitor emerging trends. As Apple and Meta push AR/VR hardware, expect more https://www.varos.com/blog/ecommerce-conversion-rate#:~:text=shoppers to adopt immersive commerce experiences.
Case study: Warby Parker’s virtual try-on drives conversions
Warby Parker’s AR-powered Virtual Try-On lets customers see how different glasses frames look on their face using their smartphone.
By eliminating guesswork, the feature increased engagement and reduced return rates, leading to higher conversion rates for online shoppers. The company’s focus on seamless, tech-driven shopping experiences has helped it scale from a DTC startup to a major eyewear retailer.
AR and 3D shopping aren’t just flashy extras. They help customers make better decisions, reduce hesitation, and drive real revenue growth.
9. Sustainability & Ethical Commerce Are Shaping Buying Decisions
Shoppers are voting with their wallets, and sustainability is now a key factor in purchase decisions.
A global study found that 85% of consumers are feeling the effects of climate change in daily life, making eco-conscious shopping more than just a trend. Even with inflation concerns, consumers are willing to pay an average of 9.7% more for sustainably made products.
Greenwashing is losing brands money. While customers want sustainable options, 60% of US consumers believe many companies exaggerate their eco-friendly claims.
Authenticity is key—companies that back up sustainability claims with transparency, measurable goals, and certifications will earn trust and loyalty.
How brands are making sustainability a priority:
- Eco-friendly packaging. Minimizing waste, using recyclable materials, and reducing box sizes.
- Carbon-neutral shipping. Offsetting emissions or offering slower, greener delivery options.
- Resale & recommerce programs. Encouraging customers to trade in, repair, or resell products instead of buying new.
How to align sustainability with growth:
- Communicate real impact. Be transparent about sustainability efforts and show measurable progress.
- Offer eco-conscious choices. Give customers the option to choose sustainable packaging or carbon-neutral shipping.
- Think long-term. Investing in ethical supply chains and circular commerce can drive loyalty and brand differentiation.
Case study: The North Face’s renewed program extends product life
The North Face launched Renewed, a recommerce initiative that repairs and resells returned or damaged apparel.
By keeping products in circulation longer, the program reduces waste while offering customers a lower-cost, eco-friendly alternative to buying new. This move not only strengthens the brand’s sustainability credentials but also taps into the growing demand for circular fashion.
Sustainability isn’t just about doing good—it’s a competitive advantage. Brands that embrace authentic, transparent environmental efforts will win over the next generation of consumers.
10. Subscription Models & Loyalty Programs Boost Retention
With customer acquisition costs rising, brands are shifting focus to retention and lifetime value.
Subscription models provide predictable, recurring revenue, while loyalty programs encourage repeat purchases. The subscription ecommerce market is projected to hit $450+ billion, up from just $15 billion in 2019.
Subscription fatigue is real. Customers won’t subscribe unless the value is clear. In fact, 74% of shoppers expect brands to offer deals or exclusive perks in exchange for long-term commitment.
Successful brands are moving beyond “subscribe and save” discounts by adding personalized benefits, flexible management, and VIP experiences.
How brands are keeping subscribers engaged:
- Perks beyond discounts. Early access, exclusive products, and loyalty rewards keep customers subscribed.
- Flexibility to modify plans. Letting users skip, pause, or swap items reduces cancellations.
- Community-driven engagement. Membership tiers, exclusive content, and events increase long-term loyalty.
How to build retention-focused programs:
- Make it easy to manage. A seamless, frustration-free experience keeps subscribers from churning.
- Use data for personalization. Tailor rewards and recommendations based on purchase history.
- Offer immediate value. Customers should feel the benefits from day one, whether it’s savings, convenience, or exclusive perks.
Case study: Panera’s coffee subscription drives repeat visits
Panera Bread’s Unlimited Sip Club offers unlimited coffee and tea for a monthly fee, creating a habit-driven customer base.
The program boosted foot traffic and overall sales, as subscribers often buy food alongside their free drinks. This simple, high-value subscription model has helped Panera strengthen customer retention while increasing daily engagement.
Brands that design subscriptions and loyalty programs around customer convenience and long-term engagement—not just revenue—will see the biggest wins.
11. Customer Experience: Fast, Flexible, and Friction-Free
With endless options online, experience is the real battleground.
Shoppers expect fast delivery, seamless checkout, and easy returns—and if they don’t get it, they’ll take their business elsewhere.
That bears out in the data, with 84% of customers say a positive return experience makes them more likely to shop with a retailer again.
Checkout and fulfillment can make or break conversions. Over 30% of US consumers now use buy now, pay later (BNPL), and digital wallets like Apple Pay and Google Pay are becoming standard (Statista).
At the same time, fast shipping remains a differentiator, with major retailers offering same-day and next-day delivery in key markets.
How brands are optimizing customer experience:
- Faster, more flexible shipping. Expedited options, BOPIS, and real-time tracking improve satisfaction.
- Multiple payment options. Digital wallets, BNPL, and one-click checkout reduce friction.
- Easy returns & post-purchase support. Hassle-free returns increase loyalty and repeat purchases.
How to improve CX and reduce friction:
- Streamline checkout. Reduce form fields, offer guest checkout, and integrate digital wallets.
- Upgrade post-purchase experience. Clear order tracking, proactive customer support, and easy returns build trust.
- Meet customers where they are. A significant 60% of US shoppers prefer businesses to communicate via text or DMs for support.
Case study: Amazon’s one-click checkout sets the standard
Amazon revolutionized ecommerce with one-click checkout, reducing friction and setting a new bar for seamless transactions.
By eliminating unnecessary steps and offering stored payment options, Amazon boosted conversion rates and customer retention. This focus on speed and simplicity has kept it at the forefront of online shopping.
Customers won’t hesitate to switch brands over a poor experience. The retailers that prioritize convenience, flexibility, and proactive service will build lasting loyalty.
Ecommerce isn’t Slowing Down—Neither Should You
Let’s be real—ecommerce isn’t for the lazy.
The brands thriving today are the ones that experiment, adapt, and move fast while everyone else gets buried under abandoned carts and rising ad costs.
The playbook is changing.
AI is rewriting how we personalize shopping. Social commerce is turning every scroll into a sale. AR is letting customers try before they buy—without stepping foot in a store.
Meanwhile, customers expect instant gratification, seamless checkout, and returns that don’t feel like a hostage negotiation.
What’s next? More of everything.
Faster, smarter, and more customer-obsessed. The brands that treat experience like a growth strategy—not an afterthought—are the ones that will still be here next year.
So test the new tools. Fix your friction points. And for the love of conversions, make sure your checkout isn’t a maze. The future of ecommerce belongs to the brands that actually give a damn about their customers. Be one of them.
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