Top eCommerce Trends Shaping Online Shopping in 2025 

Key takeaways:  

• Agentic commerce, powered by advanced AI, is redefining how people shop online by allowing AI systems to search, compare, and complete purchases on behalf of customers. 
• Mobile commerce and social shopping are driving the next phase of ecommerce growth as shoppers expect faster, seamless, and more interactive buying experiences.  
• Sustainability, flexible payments, and cross-border marketplaces are core to meeting global customer expectations and building long-term loyalty.  

eCommerce is evolving faster than ever. Artificial intelligence, automation, and personalization arebecoming the new norms for businesses to connect with customers and drive sales.  

Global eCommerce sales are projected to grow from $6.42 trillion in 2025 to $7.89 trillion by 2028. This growth reflects a fundamental shift in how retailers operate. It also brings new eCommerce trends that may change customer expectations. And these trends aren’t just shaping how people shop; they’re redefining how businesses grow. 

This article explores top trends in eCommerce for 2025 and the eCommerce stats you need to stay ahead. For each trend, we’ll also provide you with action steps to take advantage of it.  

eCommerce trends for 2025 

The eCommerce industry is rapidly changing as new technologies emerge and customer expectations shift. Staying ahead of these trends is key for your business to remain competitive and deliver what today’s shoppers demand: 

• AI takes center stage in eCommerce 
• Augmented reality brings products to life 
• Social and livestream shopping are merging 
• Sustainability and the circular economy are defining consumer choices 
• Cross-border and marketplace growth expand business reach 
• Flexible payments are a must-have, not a bonus 
• Personalization, automation, and speed shape the new customer experience 

Let’s learn more about these trends. 

1. AI takes center stage in eCommerce: the rise of agentic shopping 

AI in eCommerce has evolved over the past three years. What started as recommendation engines and basic personalization has transformed into agentic commerce; AI agents that act on behalf of customers.  

These AI agents autonomously handle product discovery, comparison, and even purchasing decisions, making online shopping faster and more intuitive. 

This evolution is clear as two major platforms make their moves. For example:  

• Etsy’s integration with ChatGPT enables customers to describe their desired products conversationally, and the AI then finds matching items.  
• Shopify’s upcoming integration will bring similar capabilities to thousands of independent storefronts.  

What does agentic commerce actually do?  

Agentic commerce turns eCommerce from a “you browse, choose, and buy” model into “you tell your AI your goals, and it carries out the shopping, ordering, and follow-up for you.”  

For more details, here’s what it does:  

• It captures user intent (e.g., “I need a new phone under $300 that’s good for photos”) via natural language or conversational input.  
• It autonomously researches and compares products, sellers, prices, features, ratings, availability, shipping, and other relevant factors.  
• It makes decisions or recommendations based on your preferences, budget limits, prior behavior, and constraints.  
• It can then execute transactions such as completing a purchase or placing orders with minimal input from the user.  
• It also manages post-purchase tasks, including tracking delivery, handling returns, reordering consumables, and adjusting future orders.  

All this happens under “guardrails” (rules, limits, oversight) so the agent acts in ways consistent with what the user would accept or approve.  

What it means for small businesses  

The mass adoption of AI means that you no longer need massive budgets to compete on personalization and customer service. Tools that cost thousands are now accessible through affordable integrations.  

In fact, we’ve conducted a customer survey on how AI is changing website management for SMBs, which reports that 24% of SMBs already use AI for website updates. These early adopters save at least 30 minutes per task using AI for routine tasks.  

If you’re looking to start using AI for your eCommerce site, the path forward doesn’t require overhauling your entire operation.  

Consider beginning with manageable tools, such as:  

• Using AI-powered chatbots that handle common customer questions 
• Using product recommendation engines that suggest items based on browsing history,  
• Using AI for SEO optimization to help your products rank higher in search results.  

If you want to learn more, read our guide on how to use AI in eCommerce. From there, you’ll find more tips and tools to help you leverage AI for your business. 

2. Augmented reality brings products to life  

One obstacle when doing online shopping is having doubts about the product. You can’t touch the fabrics, sit on the furniture, or see how the makeup looks on your skin.  

However, augmented reality (AR) solves this problem by allowing you to visualize products in your own environment before committing to a purchase.  

The AR market in eCommerce is growing. In fact, a report from Grand View Research states that AR in eCommerce is projected to reach $38.5 billion by 2030. This explosive growth reflects the high value that retailers and customers place on the technology.  

Brands are using AR in practical, conversion-focused ways. For example:  

• Furniture retailers let customers see how a couch would look in their living room.  
• Apparel companies offer virtual try-ons, allowing customers to see how clothing fits and looks on their specific body type.  
• Beauty brands allow shoppers to virtually apply makeup to see how eyeshadow, lipstick, or foundation looks on their face.  

In each case, AR reduces the gap between online and physical shopping, helping customers make confident purchase decisions. 

Why it matters for SMBs  

AR directly impacts your bottom line. Customers who can virtually try products before buying experience less buyer’s remorse. If you’re operating on thin margins, reducing return rates translates into significant cost savings.  

The technology is also becoming more accessible to small retailers.  You don’t need a custom development budget or a dedicated engineering team to offer AR experiences to your customers. 

Starting with AR try-ons for your top product categories can deliver immediate ROI through reduced returns and increased customer confidence.  

3. Social and livestream shopping are merging  

Another trend in eCommerce is the rise of shoppable content and in-app checkout. Shopping is now taking place on social media apps, where customers already spend a significant amount of their time.  

For example, platforms like TikTok have transformed from a marketing channel into a direct sales channel. Creators and business owners use the platform to conduct live selling and create videos that promote their products, featuring a yellow basket that links directly to their offers.  

Below are some numbers demonstrating the shift. It also reflects a fundamental change in how people discover and buy products: 

• DHL’s survey found that seven out of ten shoppers have purchased on social media.  
• Livestream shopping sales in the U.S. reached $50 billion in 2023 and are projected to hit $68 billion by 2026.  

What drives this change?  

Short-form video content feels authentic and entertaining in ways traditional product pages don’t. Influencers and creators demonstrate products in real-world scenarios, answer questions live, and create a sense of urgency through limited-time offers.  

Additionally, In-app checkout eliminates friction by letting customers complete purchases without leaving the platform they’re already using.  

How can you tap into this trend?  

• Start with the platforms where your customers already shop. Instagram Shops, TikTok Shop, and Facebook Marketplace offer free or low-cost ways to list products directly in social feeds. These channels require minimal setup compared to building and maintaining a standalone eCommerce site.  
• Consider working with micro-influencers in your niche. These creators have engaged audiences and often charge far less than macro-influencers while driving higher conversion rates and stronger community loyalty.  
• If livestream shopping feels intimidating, start small. Host a simple live session on Instagram or TikTok, showcasing new products, answering customer questions, and offering exclusive discounts to live viewers. Test the format, learn what resonates with your audience, and expand from there.  
• Optimize your product data. Update your product listings and descriptions to ensure they’re discoverable when customers search through conversational AI on platforms like ChatGPT and Shopify.  

4. Sustainability and the circular economy are defining consumer choices  

While AI or agentic commerce is undoubtedly the most exciting trend right now, sustainability  remains a significant concern. You can’t ignore shoppers wanting to know where products come from, how they’re made, and what impact their purchase has on the environment.  

DHL’s research reveals that sustainability concerns have a direct impact on purchasing behavior. The survey found that one in three shoppers abandon their carts due to sustainability concerns. This isn’t a niche group of environmentally conscious consumers. This represents a mainstream expectation that’s reshaping retail.  

Beyond new purchases, the circular economy is creating entirely new market categories. Resale platforms, refurbished goods markets, and second-life shopping are growing rapidly as consumers seek sustainable options and value.  

For example, Lululemon’s Like New program as well as similar efforts by Gap, demonstrate how resale can foster both customer loyalty and environmental responsibility. These initiatives let customers trade in used products for store credit, keeping items in circulation and strengthening brand trust. 

Turn sustainability into loyalty 

For small businesses and individuals like you, sustainability is a business strategy. Customers who feel aligned with a brand’s values tend to exhibit stronger loyalty and a greater willingness to pay premium prices.  

Start small with these practical steps: 

1. Begin by identifying one or two sustainability practices that you can genuinely implement and communicate effectively. This might involve: 

• Showcasing your material sourcing  
• Offering carbon-neutral shipping options 
• Establishing a take-back or recycling program for used products 
• Utilizing recycled or compostable packaging.  

2. Document these practices and make them visible throughout your customer journey. Feature them in product descriptions, your about page, and checkout messaging. When customers understand what you’re doing and why, they become advocates for your brand.  

Sustainability communicates values and attracts customers who are willing to spend more to shop in accordance with their principles. This becomes a competitive advantage and a driver of loyalty.  

5. Cross-border and marketplace growth expand business reach  

Online marketplaces have become the primary shopping destination for consumers worldwide. DHL’s survey of 24,000 shoppers found that 98% of consumers buy from online marketplaces.  

This concentration of shopping activity on platforms like Amazon, eBay, Shopee, and regional leaders presents both opportunities and challenges for SMBs.  

Additionally, the scale of cross-border commerce continues to expand. DHL found that three in five shoppers now purchase products from outside their home country. This represents a significant increase from previous years, signaling that international buying has transitioned from a niche behavior to a mainstream practice.  

Cross-border trust and logistics matter more than ever 

The growth in cross-border shopping creates new challenges. Customers worry about:  

• Shipping times 
• Customs delays 
• Returns processes 
• Product delivery across borders 

These concerns drive real purchasing behavior.  

DHL’s cross-border report revealed a critical insight: 55% of shoppers desire greater transparency in delivery and return policies when making cross-border purchases. This is a deciding factor in whether customers complete international purchases.  

For SMBs selling internationally, two things matter most.  

1. Partner with reliable logistics providers and clearly communicate shipping timelines, customs processes, and any applicable duties that customers may owe.  
2. Make your return policy explicit and simple. Customers buying internationally are already taking a risk. Removing uncertainty around returns encourages them to move forward with their purchase.  

Consider starting with one or two nearby markets before expanding globally. Learn the regulations, shipping costs, and customer preferences in those markets first. Then expand to additional regions as you gain confidence and operational efficiency.  

6. Flexible payments are a must-have, not a bonus  

Payment choice directly affects whether shoppers complete a purchase or abandon their carts. Limited options mean lost sales. 

The data shows the direction of payment trends. Digital wallets are expected to account for 65% of all global online payments by 2030, up from their current market share of 50%. This shift reflects customers’ preference for fast, secure, and one-click checkout experiences. 

Other popular payment methods are gaining ground too, such as: 

• Buy Now, Pay Later (BNPL) lets customers split payments into interest-free installments. 
• Cryptocurrencies for tech-savvy shoppers who prefer alternative payment options. 
• Mobile wallets like Apple Pay and Google Pay, which dominate mobile commerce, offering speed and simplicity. 

DHL’s research confirms that the choice of payment method has a direct impact on cart abandonment rates. Customers expect options. When they don’t find their preferred payment method, they might leave.  

For SMBs, flexibility means conversion  

Payment choice impacts customers’ decisions when making a purchase. To improve conversion and satisfaction: 

• Offer the payment methods your customers use. This includes credit and debit cards, plus at least one digital wallet option. Apple Pay and Google Pay are now standard expectations, especially on mobile. 
• Add a “buy now,pay later” option. Services like Affirm, Klarna, or Sezzle handle underwriting and payment collection, so you get paid upfront. Customers gain flexibility, resulting in faster sales and fewer cart abandonments. 
• Test your checkout on mobile. Mobile shoppers expect to complete a purchase in seconds. Every extra form field or confirmation step increases the risk of abandonment. 
• Invest in payment infrastructure. A smooth, secure checkout improves customer satisfaction, builds trust, and directly impacts your online sales. 

7. Personalization, automation, and speed shape the new customer experience  

Customer expectations around personalization have shifted dramatically. Personalization is no longer a premium feature that differentiates brands. It’s now a baseline expectation that customers take for granted.  

Advanced retailers use real-time data and predictive analytics to anticipate what customers want before they even know they want it. This involves: 

• Displaying products based on browsing history and purchase patterns 
• Recommending complementary items at checkout 
• Sending targeted emails timed to when individual customers are most likely to make a purchase.  

Brands employing these strategies may consistently outperform their competitors in customer retention. The reason is simple: customers feel understood. When a brand shows them relevant products at relevant times, it feels personal and helpful rather than intrusive or pushy.  

Faster, smarter, smoother shopping  

Speed matters enormously in eCommerce. In fact, 7 out of 10 shoppers want to improve their online experiences, focusing on: 

• Faster checkout processes 
• Clearer product information 
• More personalized recommendations 

Automation enables both speed and personalization at scale. AI systems can update product recommendations in real-time, route customer support questions to the right team members, manage inventory levels, and trigger personalized marketing campaigns without requiring human intervention.  

Businesses that combine real-time personalization with operational automation create experiences that feel faster, smarter, and more helpful to customers while requiring less manual work from your team.  

Why staying ahead of eCommerce trends matters 

Staying ahead of eCommerce trends matters because it helps you stay competitive, meet customer expectations, and grow faster. Here’s why it’s important: 

• Customer behavior changes fast. Buyers expect new features like personalized recommendations, faster shipping, and easy checkout. Adapting to these early keeps your store relevant. 
• Technology shapes buying habits. Trends like AI, voice search, and mobile commerce redefine how people shop. Staying updated helps you use the right tools before competitors do. 
• Market competition is intense. Thousands of online stores compete for attention. Early adoption of trends gives you a first-mover advantage. 
• SEO and algorithms evolve. Search engines and social platforms change how products are found. Tracking trends helps you maintain visibility and traffic. 
• Better decision-making. Knowing what’s next guides smarter product, marketing, and pricing strategies. 
• Customer loyalty depends on innovation. When you continually improve your products, website, and customer experience, it shows your customers that their time and preferences matter. That consistency builds trust and strengthens emotional connection. 

What the current eCommerce stats tells us  

eCommerce keeps evolving because customer expectations, technology, channels, and operations are all shifting simultaneously, and the recent data shows that these shifts are now table stakes. Here’s what’s changing:  

• Mobile becomes the default shopping mode. 57% of eCommerce sales come from mobile devices; projections indicate the mobile eCommerce share will reach 63% by 2028. That means speed, responsive design, and a frictionless phone checkout are non-negotiable.  
• Growth of sustainable business models. ThredUp’s 2025 Resale Report projects the secondhand apparel market will hit $367 billion by 2029, outpacing traditional retail growth.  
• AI moves from nice-to-have to necessary. 24% of SMBs utilize AI for website updates, and 61% use AI chatbots. 
• Marketplaces dominate and borders blur. Approximately 98% of consumers make purchases on marketplaces, and 3 in 5 make cross-border purchases (DHL, 2025). 
• Personalization becomes the baseline. Seven out of ten global shoppers want better online experiences and increasingly expect tailored journeys (DHL 2025).  
• Social shopping and livestreams reshape discovery. Seven in ten consumers have bought via social and livestream commerce, which is projected to reach $68 billion by 2026 (up from $50 billion in 2023). 
• Operations and compliance decide trust. Logistics, duties, and regulations now make—or-break conversion, especially across borders. 

How to prepare your business for these trends 

 To prepare your business for these eCommerce trends, you need to stay informed and ready to adapt. One effective way to achieve this is by observing what leading platforms and brands are doing. For example, Etsy’s integration with ChatGPT and Shopify’s upcoming connection show how AI is becoming part of the shopping experience. By tracking updates like these, you can identify opportunities to enhance your sales and customer communication. 

Likewise, focus on the ones that fit your goals and your audience. That’s how you stay competitive as eCommerce evolves. 

For example, if most of your customers shop on mobile, optimize your website for speed and make checkout seamless. If you’re struggling to get noticed online, invest in SEO and digital marketing strategies that drive qualified traffic to your site. 

Frequently asked questions 

 
Turn eCommerce trends into business growth  

The future of eCommerce belongs to businesses that move fast. Use the trends above to strengthen your online store, improve the customer experience, and position your brand for long-term growth. 

If you don’t have a website yet, we  make it easy for you to start here at Network Solutions. Our AI-powered eCommerce Website Builder lets you create a professional site in minutes, not days, with no coding required. 

Whether you’re launching your first store, expanding into global markets, or optimizing for mobile commerce, we help you build smarter, faster, and with less effort. 

Launch your online store with Network Solutions.