ecommerce 2025

eCommerce trends

There are few companies that sell products and do not have an online shop. Some of them have had it for years; others have only recently moved into their own sales channel, as they started out selling only on a marketplace.

In any case, it is clear that e-commerce is constantly evolving and several key trends are expected to be consolidated by 2025, so, for yet another year, we are going to review the online sales trends that will stand out in the new year.

Advanced personalisation in e-commerce

If there is one thing that will be characteristic of online retailing in 2025, it will be advanced personalisation. It involves the creation of unique shopping experiences tailored to the needs and preferences of each consumer. This approach not only improves customer satisfaction, but also increases brand loyalty.

Hypercustomisation and its impact on the customer experience

Let’s take the license to call it hypercustomisation. This concept focuses on creating a completely individualised shopping experience, where every interaction counts. Companies that implement hypercustomisation will have the ability to deliver:

  • Personalised offers and promotions based on past purchase behaviour.
  • Relevant content that responds to each customer’s affinity.
  • Product options that align with the user’s specific interests and needs.

This approach not only improves the customer experience, but also boosts conversions, as consumers feel that brands understand and value their unique preferences.

AI for personalisation

The incorporation of artificial intelligence (AI) is revolutionising personalisation in eCommerce (actually, it’s revolutionising everything… including importing). Brands are using advanced algorithms to analyse large volumes of data, enabling more effective segmentation and more precise personalisation.

Personalised product recommendations

Personalised product recommendations are not new, but they are a core element of this technology and are becoming increasingly sophisticated. Thanks to AI, brands can offer highly relevant suggestions based on each customer’s browsing and purchase history. This personalisation can manifest itself in three main categories:

  • Recommendations based on past purchases.
  • Recent browsing interests and behaviours.
  • Preferences expressed directly by the customer through surveys or feedback.

Properly managed recommendations not only encourage additional purchases, but also improve brand awareness.

Dynamic pricing

Another interesting application of AI is in dynamic price management. This is not entirely new either; in fact, some travel services companies (such as Booking.com) have been using it for years. This approach allows prices to be adjusted according to customer behaviour, thus maximising revenue potential. Factors that can influence this dynamic include:

  • Availability of inventory.
  • Previous customer interaction with similar products.
  • Real-time market competition and pricing.

The use of dynamic pricing aims not only to increase sales, but also to give customers a sense of getting a fair deal, which strengthens their loyalty to the brand.

Augmented Reality in the shopping experience

Augmented reality (AR) and virtual reality (VR) are changing the dynamics of online shopping. These technologies allow consumers to interact with products in innovative ways, greatly enhancing their shopping experience. For example, the use of AR allows consumers to visualise how a piece of furniture would look in their home before making a purchase. This practice is common in furniture or decoration companies, such as IKEA, which offer applications where users can virtually place the product in their space.

In the near future, more retailers are expected to adopt these tools, with the aim of creating even more immersive experiences. Improvements in hardware and software will make implementations more accessible and effective, allowing consumers to interact with 3D products in their own homes.

Influence of Social Media

Social commerce has emerged as a key element in the e-commerce ecosystem. Social networks have not only become platforms for sharing content, but are now effective sales channels. This trend is transforming consumer shopping behaviour.

Social media shopping integration

The integration of shopping functionality into social platforms allows brands to reach their audiences more directly. This facilitates a seamless shopping experience connected to social interaction. Users can discover, explore and purchase products without leaving the app. This continuity between content and commerce creates an environment conducive to impulse buying decisions.

Brand strategies on social platforms

Brands are developing unique strategies to optimise their social media presence. The key lies in the creation of engaging visual content and constant interaction with the community. This includes:

  • Interactive content that encourages user engagement.
  • User-centric campaigns with a focus on authenticity and emotional connection.
  • Audience targeting to maximise ad relevance.

Technological innovations and new sales channels

As e-commerce advances, the integration of technological innovations becomes a key factor redefining how shopping is done and any marketing strategy must take this into account. New sales channels go beyond the traditional experience and create unique opportunities to interact with consumers.

Voice commerce and digital wallets

The rise of smart devices and virtual assistants has driven the adoption of voice commerce, although there is still a long way to go. This method allows consumers to make purchases through voice commands, facilitating a faster and more convenient shopping experience.

Digital wallets, on the other hand, are revolutionising the way people transact. They enable fast, secure payment without the need to carry physical cards. As more brands implement these solutions, a significant increase in online shopping is expected.

Live shopping as an emerging trend

Live shopping combines e-commerce with live video content. It allows brands to interact in real time with consumers, generating a sense of urgency and exclusivity. This approach has shown several benefits, such as the ability to answer questions instantly or live product demonstrations.

The interactivity offered by this modality is leading to higher sales conversion and a more engaging shopping experience, which will attract more brands to invest in this dynamic.

Ad personalisation

The ability to personalise ads based on consumer data is revolutionising the effectiveness of advertising campaigns. By analysing relevant information about user behaviour, brands can tailor their messages more effectively. This approach enables:

  • Precise targeting: Divide audiences into specific groups based on preferences, purchasing behaviour and demographics.
  • Campaign optimisation: Adjust ad campaign parameters in real time to improve performance based on analysed results.

Personalised ads not only improve customer retention, but also reduce the cost of acquisition. As ads become more relevant, the likelihood of conversion increases through personalised offers, the use of testimonials or content developed to showcase the benefits of the products we sell.

As e-commerce continues to evolve, there are both challenges and opportunities for businesses in 2025. Adapting to an ever-changing environment is essential to make the most of what the future of eCommerce has to offer.

These innovations will not only help businesses become more efficient, but will also allow them to differentiate themselves in a crowded marketplace with the clear goal of increasing sales and even allowing them to raise the price of their products without losing customers.

Increasing sales is, after all, an essential factor in making a larger volume purchase and, consequently, achieving better conditions when importing products into China or other Asian countries.