E-commerce trends 2025: These 12 trends are hot this year!

E-commerce is fast-moving by nature and is subject to constant change driven by various factors. It is therefore important for retailers to be informed about the latest trends. These can help online retailers to stand out from the competition. So that you too can benefit from the e-commerce trends for your shop, we provide you with an overview of the top 12 trends in e-commerce for 2025.

1. Personalisation on the basis of AI

Personalisation will be further optimised in 2025 through the use of artificial intelligence. Machine learning algorithms will enable retailers to analyse their customers' behaviour even more precisely and create individual experiences. These technologies make it possible not only to take past purchases and search queries into account, but also to predict future needs and preferences. As a result, personalised product recommendations, tailored offers and dynamic content can be provided in real time. At the same time, the customer journey is optimised as customers find exactly what they are looking for - at the right time and in the right place. Retailers benefit from higher conversion rates, while customers enjoy a seamless and relevant shopping experience.

Examples:

• Personalised product recommendations based on previous purchases

• Dynamic customisation of content on websites

Advantages:

• Higher conversion rates

• Increased customer satisfaction through relevant offers

2. Community and social commerce

The social aspect of shopping is becoming increasingly important and is shaping the way customers perceive and interact with brands. Social media platforms are increasingly developing into fully-fledged shopping channels where customers can not only discover products, but also buy them directly without having to leave the app or website. This seamless connection between inspiration, interaction and purchase makes the shopping experience easier, faster and more appealing.

Platforms such as Instagram, TikTok, Facebook and Pinterest in particular are increasingly integrating functions such as shoppable posts, live shopping events and personalised product suggestions into their ecosystems. This not only enables brands to increase their reach, but also to build a closer relationship with their target group. Customers appreciate seeing products in an authentic context - be it through influencers who present them in their everyday lives or through user-generated content that shows real-life use. This strengthens trust in the brand and makes the purchase decision easier.

In addition, interactive formats such as live shopping are becoming increasingly popular. At these virtual events, customers can experience products in real time, ask questions and order directly. The combination of entertainment, information and the opportunity to buy immediately creates an experience that comes very close to the classic in-store shopping experience - but from the comfort of their own home.

Examples:

• Buying products directly via Instagram or TikTok

• Customer reviews and recommendations in the community

Advantages:

• Greater reach through social networks

• Authentic interaction with the target group

3. Faster deliveries and same-day delivery

Delivery speed is becoming a key competitive factor that significantly influences the shopping experience. Customers increasingly expect to receive their products as quickly as possible, which is particularly evident in the age of same-day delivery and express shipping. The convenience and speed with which a product is delivered can make the difference between a successful sale and an abandoned purchase.

To meet these requirements, retailers are increasingly relying on innovative logistics solutions and optimised supply chains. This includes the implementation of modern technologies such as AI-supported route planning, the opening of micro-logistics centres close to customers or the use of drones and autonomous vehicles for deliveries. Large companies are already experimenting with concepts such as delivery within hours, while smaller retailers are entering into partnerships with local courier services to shorten their delivery times.

Trends:

• Micro-logistics centres in cities shorten delivery routes

• Use of drones or autonomous vehicles for fast deliveries

Advantages:

• Increased customer satisfaction

• Competitive advantages over slower delivery services

4. Sustainability and green commerce

Sustainability is no longer a ‘nice-to-have’, but a key requirement for many customers and a decisive competitive factor in e-commerce. More and more consumers are recognising the importance of companies taking responsibility for the environment and acting in accordance with their values. Retailers are therefore focusing on environmentally friendly practices in order to position themselves sustainably and fulfil the rising expectations of their target group.

This ranges from the use of recyclable or biodegradable packaging to CO₂-neutral shipping options. Many companies are also investing in promoting renewable energy, optimising their supply chains or supporting reforestation and climate protection projects. In addition, models such as the circular economy, where products can be repaired, refurbished or recycled to extend the lifespan of resources, are becoming increasingly important.

Transparency also plays a decisive role: customers want to know what steps a company is taking to act in an environmentally friendly way. Retailers who openly communicate their sustainability measures, for example through certificates or sustainability reports, create trust and strengthen their brand.

Examples:

• Packaging made from recycled material

• Climate-neutral shipping through CO₂ compensation

• Transparent information on the origin and production of products

Advantages:

• Better brand perception among environmentally conscious customers

• Long-term savings through sustainable processes

5. Headless commerce

Headless commerce enables retailers to operate the front end (user interface) and back end (system logic) of their shops independently of each other, giving them unrivalled flexibility and scalability. This separation makes it possible to customise the customer experience without having to make changes to the backend. For example, retailers can create modern, appealing user interfaces that are specifically tailored to the needs of their target groups, while at the same time using robust backend systems to efficiently manage complex processes such as order fulfilment, stock management and payment processing.

Another benefit of headless commerce is the ability to create seamless omnichannel experiences. Retailers can easily play out content and functions on various touchpoints such as web shops, mobile apps or social media platforms without having to adapt the underlying infrastructure. This enables a consistent brand image and significantly improves the customer experience.

In addition, headless commerce offers greater future-proofing. As the backend is decoupled from the user interface, retailers can react more quickly to technological innovations and new market requirements. For example, they can integrate new technologies or platforms without having to completely overhaul existing systems.

Examples:

• Customised user experiences, e.g. special mobile apps or PWA (Progressive Web Apps)

• Flexibility in the integration of new technologies

Advantages:

• Faster adaptation to trends

• Improved loading speed and user experience

6. Voice commerce

With the growing use of voice assistants such as Alexa, Siri or Google Assistant, the use of voice commerce is also increasing. More and more consumers are using their voice assistants not only for simple tasks such as playing music or asking questions, but also to make purchases. This trend opens up new opportunities for retailers who want to offer their customers a convenient and efficient way to find and order products by voice command.

Voice commerce allows users to make everyday purchases such as groceries, household items or even fashion items without touching a screen. The ability to reorder items by voice command, especially for regularly used products, makes the shopping experience much easier. The technology is becoming increasingly precise, allowing voice assistants to understand and respond to complex requests.

Examples:

• Customers order groceries or household items directly by voice command

• Re-buy function for recurring purchases, such as repeat orders for consumables

Advantages:

• Convenient shopping without a screen

• Reduction in abandoned purchases thanks to simple processes

• More accessibility in the online shop

7. Augmented reality (AR) and virtual reality (VR)

AR (augmented reality) and VR (virtual reality) offer immersive shopping experiences that create great added value, especially for products with a high degree of visuality or customisation requirements. AR allows customers to visualise products in their own environment before making a purchase. For example, they can see how pieces of furniture will look in their living room or test how a new wall colour would look in their home. This technology reduces uncertainty and the likelihood of returns, as customers get a realistic idea of how the product will look in reality before they buy.

VR, on the other hand, enables completely immersive experiences where customers can immerse themselves in virtual shops as if they were actually shopping there. VR offers the opportunity to experience products up close, particularly in sectors such as fashion, property or luxury goods. For example, customers can visit virtual catwalks, walk through properties or examine detailed 3D models of products.

Both technologies also create new opportunities for personalisation and interactivity. Customers can customise products, for example select colours, materials or designs, and see in real time what their individual customisations look like. This type of interactivity not only increases customer satisfaction, but also strengthens brand loyalty.

Examples:

• AR applications to virtually place furniture in your own home

• VR shopping: virtual tours of shops

Advantages:

• Greater willingness to buy thanks to better product visualisation

• Reduction in the returns rate

8. Subscription models

Subscriptions are becoming increasingly important in many sectors and are developing into a central component of modern business models. Customers appreciate the convenience of automatically receiving the products they need on a regular basis without having to actively purchase them each time. From everyday items such as food, care products or cleaning products to specialised offers such as fitness apps, software subscriptions or exclusive boxes with personalised content - the subscription model makes it possible to retain customers in the long term and create a continuous revenue model.

For retailers, the subscription model not only offers the opportunity to generate recurring revenue, but also to get to know the customer better and develop personalised offers. Data analyses can be used to identify subscriber preferences and habits, which helps to further improve the customer experience. In addition, subscriptions allow companies to achieve greater predictability in their logistics and inventory management, as demand can be better forecast.

Examples:

• Subscription boxes for fashion, beauty or food

• Software subscriptions for digital services

Advantages:

• Predictable sales for retailers

• Stronger customer loyalty

9. Digitale Wallets

Digital wallets are becoming increasingly popular and are becoming more and more important in e-commerce. Digital wallets, such as Apple Pay, Google Pay or PayPal, have proven to be extremely practical. They allow users to process their payments securely and efficiently directly via their smartphone or other devices without having to re-enter credit card information each time. These payment methods also offer a variety of security features, such as two-factor authentication or encryption, which minimise the risk of fraud and theft.

Examples:

• Integration of Apple Pay or Google Pay

Advantages:

• Development of new target groups

• Greater security and faster transactions

10. Omnichannel and unified commerce

The merging of online and offline retail is becoming the norm and is having a lasting impact on the expectations of modern customers. Customers expect to receive a consistent and seamless experience across all channels, regardless of whether they are shopping in-store, online or via a mobile app. This means that the boundaries between sales channels are becoming blurred: For example, customers can reserve products online and pick them up in shop or scan items in shop to have them conveniently delivered to their home later.

Omnichannel has been an ongoing trend for years. What is currently gaining even more importance is unified commerce. Shopify Unified Commerce is an advanced solution from Shopify that integrates online and offline sales channels into one centralised system. This allows retailers to seamlessly manage their entire commerce - whether online shop, brick-and-mortar shops, social media platforms or marketplaces. The aim is to offer customers a standardised and seamless shopping experience across all touchpoints.

Examples:

• Click-and-collect: order online, collect in shop.

• QR codes in-store that lead customers to further information or product reviews.

• Live shopping events on social media where customers can buy products directly.

Advantages:

• More touchpoints with customers

• Greater customer loyalty through seamless integration of channels

11. AI-assisted shopping

AI-assisted shopping is an innovative technology that personalises and optimises the shopping experience through the use of artificial intelligence (AI). By applying machine learning, natural language processing (NLP) and other advanced AI technologies, online shops can offer their customers customised, user-friendly experiences. The aim is not only to make shopping faster and more efficient, but also to create a deeper, personalised connection with the customer.

Examples:

• AI-supported chatbots and virtual assistants

• Using AI and image recognition technologies to upload images to find similar products

Advantages:

• Better customer service

• Saves time

• Increase in sales figures

12. Wellness commerce

In 2025, wellness commerce will be one of the up-and-coming trends in e-commerce. The growing importance of health and well-being will increasingly become the focus of online retail. Customers are not only interested in physical products that promote their health, but also in services and digital offers that increase their general well-being.

Wellness commerce encompasses a wide range of products and services aimed at the physical, mental and emotional health of consumers. Essentially, this trend combines the demand for health products, fitness solutions, mental support and lifestyle offerings in one digital marketplace. It's not just about nutritional supplements or fitness equipment, but also apps, online coaching, nutritional advice and mindfulness offerings.

Examples:

• Smart fitness equipment, home gym equipment, fitness trackers, sleep trackers

• Apps for meditation, mindfulness, sleep tracking, nutritional counselling

• Online coaching, live yoga or Pilates classes, psychological counselling, meditation sessions

Advantages:

• Increasing demand

• New customer groups

Conclusion

The e-commerce trends 2025 illustrate how technology, personalisation and sustainability are shaping the industry and setting new standards. Technologies such as AI and machine learning enable even more precise personalisation of the shopping experience, while headless commerce offers retailers more flexibility in the design of their online shops. The integration of AR and VR also creates immersive shopping experiences that offer great added value, especially for visually appealing products. At the same time, the social aspect of shopping is becoming increasingly important, as customers are increasingly shopping directly via social media platforms and interacting with brands. Sustainability is becoming more and more central as consumers expect environmentally friendly practices from their favourite brands.

Retailers who embrace these developments early on and implement them innovatively can not only secure their competitiveness, but also benefit from the opportunities that arise in the long term. The merging of online and offline retail is becoming the norm, and speed of delivery and modern payment options are setting new standards.