E-commerce is entering a new era of growth and innovation, with global retail ecommerce sales surpassing $4.1 trillion in 2024 and projected to exceed $6.4 trillion by 2029. As technology advances and consumer expectations evolve, retailers must be prepared to adapt.
To help you navigate this year, we’ve rounded up the top 10 eCommerce trends that will make all the difference.
1. Influx of AI into customer interaction
Artificial intelligence has become an integral part of modern ecommerce. About 80% of retail and online businesses are already using or intend to use AI-powered chatbots in the near future. Chatbots are expected to handle customer support in 25% of businesses by 2027. In other words, AI has become imperative for managing customer interactions in ecommerce.
For ecommerce business owners, AI tools like chatbots mean faster and more efficient customer service – they can handle more queries without needing additional staff to answer common questions and free up teams to handle more complex queries.
Other applications of AI in ecommerce, beyond customer service, include:
- Personalized recommendations: AI research into users’ browsing habits allows for a personalized selection of products to be offered based on each person’s tastes, thereby increasing sales conversion.
- Review Management Automation: Save time by generating instant, thoughtful responses to customer reviews, allowing you to demonstrate interest without the burden of manually responding.
2. Sustainability as a key purchasing factor
Sustainability has moved from being a mere corporate trend to a significant driver of consumer behavior. More and more shoppers are seeking out eco-friendly brands that align with their values.
Not only does this trend benefit the environment, it also makes sense from a business perspective. People are rewarding companies that do things right with their purchases, benefiting both the planet and their bottom lines.
Your e-commerce business can demonstrate its commitment to sustainability in the following ways:
- Eco-friendly packaging: Highlight customer reviews that mention their appreciation for the use of recyclable or biodegradable materials. Consumers like companies that minimize waste, and positive comments about packaging are common.
- Energy-efficient processes: Highlight reviews that discuss your efforts to reduce energy consumption by using renewable sources or minimizing overall energy expenditure.
- Ethical sourcing: Encourage reviews that mention fair trade certifications or responsible sourcing practices. More and more customers are concerned about the ethical treatment of workers and the impact of production on the environment.
- Carbon-neutral shipping options: Highlight reviews where customers value the ability to choose carbon-neutral shipping options, a growing trend in sustainable ecommerce.
3. Shift towards mobile-first designs
Mobile-first design in ecommerce refers to creating online stores with mobile devices in mind. As more people make purchases from their phones, retailers need to ensure their platforms are intuitive and fast on mobile devices.
The rise of mobile commerce has driven significant growth in ecommerce sales, with users expecting speed and seamless navigation when making purchases.
Some key tips for online store owners who want to align with this trend include:
- Mobile-Friendly Design: Your ecommerce platform should be fully mobile-friendly. This means that the site should load quickly, feature easy navigation, and responsive designs that adapt to different screen sizes. User experience is crucial to retaining customers and increasing mobile sales.
- Personalized Product Recommendations: Integrate AI-powered tools that suggest products based on customers’ browsing and purchasing history. 49% of smartphone users prefer to shop on sites or apps that recommend products based on their previous activity. This level of personalization keeps customers engaged and encourages repeat purchases.
- Mobile-optimized checkout: Make sure your checkout process is fast and efficient. Reducing the number of steps and offering multiple mobile payment options can improve conversion rates and reduce cart abandonment.
Taking a mobile-first approach not only improves the user experience, but also maximizes e-commerce sales as more and more consumers prefer their phones to make online purchases.
4. Augmented reality and virtual fitting rooms
Augmented reality (AR) in ecommerce allows customers to visualize how products will look in their real-life environment before purchasing. This immersive shopping experience overlays digital elements onto the physical world via a phone or device, making it a key tool for ecommerce businesses.
On the other hand, virtual fitting rooms allow customers to “try on” clothing, cosmetics, and other items without having to visit a physical store. While AR focuses on the placement of products in the user’s environment, virtual fitting rooms are designed for personal experiences, such as trying on clothes on the body.
These technologies bring great value to e-commerce products that require customization and detailed visualization. Some of the sectors that benefit the most include:
- Furniture: AR allows customers to place items like chairs or tables in their space to ensure the size, color and style are right before purchasing.
- Apparel and accessories: Virtual fitting rooms help customers see how clothing or sunglasses will fit, reducing the rate of returns due to sizing issues.
- Beauty Products: Customers can virtually try on different shades of makeup to see how they will look on their skin, increasing purchasing confidence.
- Home decor: AR makes it possible to view decorative pieces, such as paintings or lamps, in a real-life environment before purchasing them.
5. Subscription models and loyalty programs
Subscription models have become a dominant trend in e-commerce, offering convenience to customers and predictable revenue for businesses.
Loyalty programs can boost the growth of these models by offering benefits such as:
- Exclusive benefits: Discounts, early access or free shipping encourage customers to continue shopping.
- Increased engagement: Loyalty programs encourage ongoing brand engagement, reducing churn and strengthening long-term relationships.
Positive reviews reinforce these loyalty-based relationships, while user-generated content (UGC) plays a similar role. Reviews from loyal customers help build trust and persuade other consumers to subscribe.
6. Voice search and smart speakers
With the increasing use of smart speakers like Amazon Alexa and Google Home to search and purchase products, voice commerce is booming. Here’s how voice search impacts ecommerce:
- Conversational phrases are key: Voice searches often involve questions or longer, more natural phrases. Optimizing content for conversational phrases can help capture traffic from users who search by voice.
- Voice-optimized reviews increase visibility: Reviews that answer common questions or include phrases shoppers might say out loud are more likely to appear in voice search results. This makes it easier for customers to find your store when searching for product recommendations using their smart speakers.
- Increased visibility: Rich snippets make your reviews more attractive to search engines, increasing the likelihood that they will appear in voice search results.
- Increased traffic: With optimized reviews, your online store becomes more accessible to voice search users, expanding your reach and building trust through readily available customer feedback.
Consumers are not only discovering products on social media, but also purchasing them directly from platforms like Instagram, Facebook and TikTok. This shift makes life easier for brands by allowing them to find their buyers in the places where they already spend a lot of their time.
At the heart of this trend is user-generated content, which acts as the modern version of social proof. Consumers trust reviews, photos, and experiences shared by other users more than polished advertisements.
Direct integration makes reviews quickly visible in the places where they matter most, boosting your social commerce strategy instantly. By sharing real customer feedback, you build trust and encourage further engagement, increasing online sales and building a loyal community around your brand.
8. Personalization and data-driven insights
Brands personalize the shopping experience to suit customer preferences, helping to increase engagement and sales.
For example, if a customer frequently purchases skincare products, personalized product recommendations or reviews focused on those items can significantly influence their purchasing decision.
In this process, personalized reviews play a crucial role in e-commerce. New customers trust more in feedback from buyers with similar tastes and preferences. Imagine a buyer looking for a new pair of running shoes and reading reviews from other users with a similar running style or foot type. That personalized information can make all the difference in the purchasing decision.
9. Omnichannel integration
With more consumers switching between online and in-store shopping, omnichannel integration is critical for ecommerce businesses. It ensures a seamless customer experience at every touchpoint, whether consumers are browsing products online, purchasing them in a physical store, or interacting through mobile apps. Seamless transitions between digital and physical spaces enhance convenience and reinforce brand loyalty.
Omnichannel integration offers several advantages for companies:
- Synchronized inventories: Customers can see real-time product availability across all platforms, reducing frustration caused by stock inconsistencies.
- Personalized Offers: Custom-designed promotions can be shared across multiple touchpoints, creating seamless experiences for shoppers, whether online or in-store.
Customer reviews also reinforce trust in these channels. When comments are available on websites, apps, and even displays in physical stores, they reassure consumers about the quality of their purchases, no matter where they make them. Taking an omnichannel approach not only increases online sales, but also provides a consistent and engaging customer experience that meets today’s expectations.
10. Growth of Zero-Party Data
Zero-Party Data is information that consumers voluntarily provide, such as their preferences, interests, or feedback on specific products. Unlike third-party data, which is collected through tracking, zero-party data comes directly from the consumer, making it a more reliable and transparent source for e-commerce companies to gain insights and deliver personalized experiences.
As privacy concerns are on the rise, zero-party data has become more valuable for personalized marketing strategies. When customers willingly share their information, companies can use it to offer product recommendations and targeted marketing campaigns that resonate with their individual tastes and preferences. This not only boosts online sales but also strengthens customer loyalty.
With these trends in mind, ecommerce businesses that adapt to technological changes and consumer expectations will be better positioned to grow and thrive in 2025.
