2025 is set to be a pivotal year for e-commerce—consumer expectations are evolving, technology is advancing, and sustainability is no longer optional. Add tougher competition and economic uncertainty into the mix, and the stakes couldn’t be higher.
Is your business ready? To inspire your next move, we asked top e-commerce strategists and experts to share their insights on the key trends shaping the future. Here’s what we learned.
1. AI in e-commerce: Authenticity will make all the difference
AI is shaking up the industry, from personalized shopping to seamless customer support. But as brands embrace this technology, the challenge lies in maintaining authenticity. Today’s consumers are choosier than ever. They crave transparency and real, genuine interactions.
“Brands can maintain authenticity while integrating AI by ensuring that technology enhances the customer experience rather than just cutting costs,” says Jorn de Vreede, Digital Strategist at YOUWE.
As the technology evolves, it will get better and better at offering personalized, empathic customer experiences. For now, the best practice is to be fully transparent about how your brand uses AI.
“Transparency and ethics are key: By openly communicating how AI is used and focusing on relevant, valuable content, brands build stronger connections,” says Jorn.
Training AI systems to reflect a brand’s unique voice and values is also crucial. When AI solutions like voice assistants or generative interfaces are designed with empathy and the brand’s tone in mind, they can save customers time while delivering interactions that feel natural and human rather than robotic.
For Jorn, the goal of AI should always be to make customers feel completely at home. “The Japanese have a word for this: Omotenashi—wholeheartedly looking after guests without expecting anything in return,” Jorn explains.
When done the right way, AI can bring this concept to life by reflecting your brand’s tone, style and values. Ultimately, it’s about creating real, authentic experiences at scale and winning your customers’ trust in the process.
2. Social selling: The future of direct-to-consumer brands
Social media’s influence on e-commerce is reaching new heights. Platforms like TikTok are no longer just about engagement—they’ve become full-fledged shopping destinations. Social selling and live selling are transforming how direct-to-consumer (DTC) brands connect with their audience, blending entertainment with shopping.
“Consumers don’t usually intend to buy when they scroll, but engaging content—like live shopping, influencer collaborations, and interactive ads—influences purchases,” explains Christy Harkins, Growth Marketing Manager at Unsociable. TikTok’s seamless integration of shopping features is a game-changer, offering an organic and enjoyable buying experience.
Christy explains that part of the power of social selling lies in user-generated content (UGC), which many forward-thinking brands have been leveraging to boost engagements and sales over the past couple years. “UGC feels like a friend recommending a product,” she says.
“By embracing UGC, brands move away from traditional scripted ads and foster organic conversations that build stronger connections with their audience.” This is why many brands now find UGC a more effective tool than influencer content, which can come across as inauthentic and overly polished.
Another key development is the rise of TikTok Shop, which has already launched in major European markets like the UK and Spain. It’s designed to make shopping even easier by allowing users to purchase directly from videos. As one TikTok Shop retailer in Spain observed: “TikTok Shop is here to revolutionize the current online shopping system — two clicks, and the product is in your hands.”
For DTC brands, embracing these social selling strategies will be the key to staying relevant as the market continues to evolve in the year ahead.
3. Sustainability: A non-negotiable standard for e-commerce
Sustainability has shifted from a “nice-to-have” to a critical expectation. Younger shoppers, in particular, expect transparency and eco-friendly practices from the brands they do business with. For businesses, this means reevaluating every aspect of their operations to align with these values.
“Sustainability is a marathon, not a sprint,” emphasizes Mikko Rekola, Chief Evangelist at Woolman. “It initially gained momentum in the fashion industry, but now it’s influencing broader sectors, from logistics to hiring policies.” Leading e-commerce brands now integrate sustainability throughout their operations, including activities like manufacturing, returns, and supply chain partnerships.
Mikko points to younger consumers driving e-commerce trends like product lifecycle management and subscription models. “Customers subscribe to brands that resonate with their values. We’re already seeing this shift in the U.S. and expect it to grow globally in 2025,” he adds. Brands embracing second-life initiatives or offering repair services can tap into this growing demand for eco-conscious solutions.
Sustainable e-commerce and logistics are another key factor in reducing a retailer’s carbon footprint. Practices like optimizing delivery routes and using biodegradable packaging materials are becoming industry standards.
Mikko sums it up: “Retailers need to prepare for this shift by offering innovative, sustainability-focused solutions.”
4. The era of fast, free delivery is over
Gone are the days when “fast and free” delivery was the ultimate standard. Instead, shoppers are beginning to prioritize flexibility. That means giving them control over when and where their parcels arrive.
“About 20-30% of people now prefer delivery to a Pick-Up and Drop-Off (PUDO) point,” explains Jorin Aardoom, Director Out of Home BeNeLux at DPD. “There is an ‘any place, anywhere, anytime’ mentality, where consumers want to receive the parcel when it suits them.”
While home delivery remains the most popular delivery option, preferred by 62% of consumers, major carriers like DPD are seeing growing interest in alternative delivery options, such as parcel lockers and pick-up points.
Matthijs Pluimers of PostNL notes a broader trend in e-commerce toward “out of home” delivery options. “Consumers initiated this shift by demanding greater control and flexibility,” he observes. The pandemic accelerated this change, with many people seeking alternatives to home delivery.
“Home delivery might become a premium product,” Jorin Aardroom suggests, “with lower-cost options like lockers gaining popularity.”
Sabi Tolou, Co-founder at Sendcloud, adds: “Retailers who provide multiple delivery options, including service points and parcel lockers, are positioning themselves to lead in the evolving e-commerce landscape.”
The message to e-commerce brands is clear: To meet your customers’ expectations in 2025, it will be more important than ever to offer diverse, flexible delivery options.
5. Real-time data: The secret to winning in logistics
Data-driven decision-making will be the cornerstone of delivery strategies in 2025. From optimizing costs to improving customer satisfaction, real-time insights are transformative.
While many retailers focus heavily on lowering their shipping costs, this often has negative impacts on the customer experience.
“Shipping will no longer be about chasing the lowest price,” explains Huib Adriaans, Head of Tracey at Sendcloud. “What happens when those cheaper, slower deliveries lead to more issues, and your support team is bombarded with ‘Where is my order?’ (WISMO) queries?”
Huib recommends taking a data-driven approach to finding the right balance of cost, speed, and quality. “This smarter approach not only saves money in the long run, but keeps your customers happier,” he says.
Real-time data empowers businesses to anticipate issues, reduce support inquiries, and streamline operations. For instance, tracking analytics can help identify bottlenecks in delivery processes, enabling swift corrective action. Real-time insights also keep customers happier by giving them greater visibility during the last-mile delivery process.
“It’s about the bigger picture: warehousing, product types, and customer preferences all coming together seamlessly,” Huib notes.
6. Recommerce will challenge traditional retail
The resale market is booming, and it’s on track to shake up the retail landscape in 2025. Platforms like Ballers Market, which resell pre-owned goods, are gaining traction for their blend of sustainability, affordability, and exclusivity.
“Recommerce promotes a circular economy that extends product lifecycles and fosters deeper customer connections,” explains Karel Cardinaels, Managing Partner at Radikal. He predicts that the market will grow by 60% in Europe by 2025, outpacing traditional retail.
To enhance their competitiveness, retailers should consider integrating resale programs and embracing eco-conscious practices. “Brands can integrate recommerce by launching trade-in programs or partnering with resale platforms,” advises Karel.
“Leveraging technology, such as AI for item valuation and blockchain for authenticity, ensures efficient operations and trust in quality,” he adds.
Recommerce is more than a trend—it’s a phenomenon that’s reshaping consumer expectations. By embracing it, traditional retailers can tap into new revenue streams while promoting sustainability.
Karel sums it up: “By embedding recommerce into your core operations, your brand can enhance sustainability, broaden its audience, and foster stronger loyalty.”
Your next move: Delivering success in 2025
There are plenty of opportunities and challenges in store for the e-commerce industry in the year ahead. By adapting to the right trends, you set your business up for greater agility and growth.
To recap, here’s what to keep in mind:
- Embrace authenticity and innovation through AI: Carefully choose AI tools to enhance the customer experience, ensuring that every interaction feels personal and genuine.
- Adapt to consumer preferences for flexible delivery options: Offer diverse shipping solutions, such as out-of-home (OOH) delivery, which cater to changing customer preferences.
- Commit to sustainability as a core value: From supply chain improvements to second-life initiatives, integrating eco-friendly practices is no longer optional.
- Capitalize on real-time data for smarter logistics: Data-driven decision-making can optimize shipping strategies, reduce costs, and improve customer satisfaction.
We hope that these expert insights will help you improve your e-commerce strategy and thrive this coming year. Here’s to a happy and prosperous 2025! Need any help putting these trends into practice for your e-commerce business? Feel free to reach out! All experts are here to help you.
