In this article, we will discuss what the development status of the global e-commerce market looks like in the second half of 2024, as well as what trends will stand out and drive business in the current 2025.
Online sales show dynamic growth every year and 2025 will be no exception. However, there are some differences from the situation that was in the same 2023 – now users open marketplaces and scroll through product recommendations until they see something worth purchasing.
Moreover, shopping for fun has led to the emergence of the doom shopping phenomenon – when millennials or Zoomers make purchases to relieve stress. Although the trend is not the most positive, it increases the revenue of companies and is more typical for large cities with a population of over a million. What other trends are observed in e-commerce in 2025?
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Custom c development services
In 2025, one of the key trends in eCommerce will be the use of AWS (Amazon Web Services). These services are used to create scalable and flexible platforms. With AWS cloud technologies, companies can easily adapt to changes in consumer demand and ensure uninterrupted operation even with sudden traffic surges.
One of the main advantages of AWS is that it has powerful tools for data analysis. Accordingly, this allows for a deeper understanding of customer behavior and offers a personalized experience. Integration with AI and machine learning, available through AWS, accelerates the implementation of intelligent recommendations and automation of business processes.
In addition, security solutions from AWS ensure data protection, which is what large online stores especially appreciate. The transition to cloud technologies reduces the cost of maintaining your own infrastructure.
Thanks to such technologies, they become more accessible to both large companies and small businesses. As a result, AWS is becoming not just a technological tool, but a strategic partner for the growth of e-commerce business.
Custom Development Services include:
- Development of scalable e-commerce platforms
- Integration of cloud-based AI and machine learning tools
- Implementation of secure payment processing systems
- Personalization of user experiences through advanced analytics
- Migration of legacy systems to cloud infrastructure
- Optimization of logistics and inventory management systems
- Creation of omnichannel shopping experiences
- Automation of routine business processes using AWS tools
- Development of real-time monitoring and reporting dashboards
- Enhancing mobile commerce with cloud-based solutions
Omnichannel
VML calculated that 61% of online shoppers worldwide would like omnichannel communication with brands and retailers. An omnichannel approach means the same quality customer experience regardless of the way the buyer purchases goods or interacts with the brand.
Thus, when opening a mobile application, the consumer expects to see the same purchases in the basket that he has already put in it in the desktop version. According to the report, 72% of customers study information about a product online before buying it offline. Which proves the use of several channels to make a single purchase.
Researchers confirm the advantages of phygital retail: consumers can see the product in person while making a choice at home online from an unlimited assortment. As examples of phygital retail, experts cite QR codes on price tags, sellers’ tablets, self-service checkouts, and electronic price tags.
For instance, stores can create a QR code for free to place on product displays, allowing customers to scan and access online reviews, detailed specifications, or personalized recommendations, seamlessly blending the physical and digital shopping experience.
At the same time, despite the increasing technological sophistication of companies, even recognized e-commerce leaders are experiencing difficulties with the implementation of an omnichannel approach. Its development is complicated by the buyer’s CJM, which is becoming more and more convoluted.
The solution may be technologically advanced and accessible CDP platforms that will help companies quickly scale and synchronize data at all points of contact.
M-Commerce Development
Both AWS development and mobile applications are the main trends in e-commerce. Globally, 36% of all online purchases are made using mobile devices. Most often, users install only one app in each category and use an average of 2 marketplaces.
If you look at the segments, it is fashion products that are purchased using smartphones. Here, the ratio of business investments in platform development is 20% and 80% in the online store and applications, respectively.
However, all over the world, users are not completely satisfied with the shopping experience on mobile devices. In the global segment, the share of dissatisfied buyers is 40%.
Among the negative factors are:
- “it is more convenient to make purchases on a large screen”,
- “it is more common to buy on websites”,
- “there is not enough memory on the device”,
- “one-time purchase, no need for the application”,
- “incomprehensible interface 17%”.
In addition, if the user begins to visit the application less often due to a small assortment, an unprofitable loyalty program, or a large number of notifications, then the likelihood that he will delete the application increases.
Therefore, it makes sense for market players to focus on the shopping experience of mobile device users in order to use the potential of their purchasing capacity.
Quality CX
Buyers have changed a lot over the last decade and have become more discerning and demanding. Despite the difficult economic situation, there is always a cluster of customers who are willing to overpay for convenience, even if they know that they can find a product cheaper. Thus, the fight for customers has moved from the “lowest price” paradigm to the “highest value” paradigm.
This means that quality customer service often remains the only business tool that allows players, especially with identical products, to compete in the market. In order to expand the customer base and conquer new segments, companies conduct surveys and research, implement AWS development, and digital and offline tools to improve customer experience, invest in the last mile, and launch profitable loyalty systems.
With the growing need of buyers for personalization, the trend towards quality CX will continue.
Buy Now, Pay Later (BNPL) services
BNPL options like Klarna, Afterpay, and Affirm are gaining popularity. What attracts people is the fact that they are flexible payment solutions. This is especially useful for selling high-ticket items that not all users can afford to buy outright.
These payment systems make high-ticket items more affordable and increase cart conversion rates, especially among younger consumers. Zoomers are believed to be more likely to pay in installments, which means that the number of shoppers of all ages is growing.
Additionally, these options significantly enhance cart conversion rates by reducing the hesitation associated with upfront costs. People like to make impulse purchases – when they need to get something right now and pay later because in this case, they don’t have to wait until the necessary amount has accumulated. But such purchases also help to better manage the budget – to distribute expenses over several periods instead of a one-time large expenditure.
Voice Search
Today, the main function of a browser is to search for information. Platform traffic and revenue no longer depend on them. Browsers will probably change and look different than they do now. However, their future is unclear. According to Comscore research, voice search will take up to 50% of search queries by 2026.
This will entail further changes in SEO: when a voice query is made, the top lines of search results will be occupied by websites with voice control. Therefore, many experts predict that e-commerce companies will integrate these capabilities into their systems in advance.
In 2017, Walmart made a breakthrough by starting to sell products through the Google Home voice assistant. And of course, it is much more convenient for the user to say in the application: “Okay, Google, order me some bread from Walmart,” and a few seconds later the desired product appears in the user’s cart. This simplifies the shopping process, making it faster and more convenient. Voice search is not a fad, but a new standard. People are used to convenience and expect the same from companies.
Subscription-based models
Recently, e-commerce projects have been widely developed, in which the user is offered to register and make a subscription to their account. In particular, this applies to consumer goods. Among the most popular are coffee or flower subscription options – when the user makes a “subscription” in their account for various periods for the delivery of goods with a certain frequency.
Among the most common products in subscriptions, you can also notice goods for animals and personal hygiene or household chemicals – that is, those items that customers purchase on an ongoing basis, presumably at equal intervals. By offering discounts for subscriptions, convenience, and automatic delivery, brands can build long-term relationships with customers and provide a steady income.
Social Commerce
Social media platforms are becoming full-fledged places for shopping. People now go to Instagram not only to see what people ate or what country they went to on a trip, but today it is a full-fledged platform for distributing goods and services. Stores post catalogs of their products there, automatic messaging modes for customers and answers to frequently asked questions are becoming available, and so on.
With features such as in-app purchases, live shopping broadcasts, and shoppable posts, platforms such as Instagram, TikTok, and Pinterest are erasing boundaries, expanding their audience, and increasing customer and company engagement.
At the same time, e-commerce can distribute its products here not only through catalogs, but also through integration with popular bloggers, viral videos, user-generated content, and recommendations based on artificial intelligence to increase engagement and stimulate impulse purchases.
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Interested in learning more? Schedule a call with our CEO, Nathan Hirsch.
And here’s some free resources:
- Monthly Finance Meeting Agenda
- 9 Steps to Master Your Ecommerce Bookkeeping Checklist
- The Ultimate Guide on Finding an Ecommerce Virtual Bookkeeping Service
- What Is a Profit and Loss Statement?
- How to Read & Interpret a Cash Flow Statement
- How to Read a Balance Sheet & Truly Understand It
Conclusion
VML (ex. Wunderman Thompson) analysts calculated that online accounts for 53% of spending, which is 5% less than a year earlier. However, in 5 years, the global online sales figure will still increase and reach 60%. E-commerce is increasingly penetrating regions and small towns, so new trends will emerge and the demand for e-commerce app development will grow.