Top 7 e-Commerce trends for 2025

 

2025 promises to be a turbulent year in e-Commerce. Take a look at the most interesting predictions and get your brand ready for the next year!

 

 

1. AI applications in e-Commerce

Artificial intelligence and machine learning already play a growing part in e-Commerce. Thanks to the rapidly developing technology, analysts expect it to grow even further. For example, the use of chatbots like ChatGPT is becoming increasingly prevalent on online merchants’ webshops to answer simple customer queries as fast and efficiently as possible.

 

In addition, AI applications can be an immense help when it comes to personalisation. Learning from shoppers’ previous choices, AI applications can suggest next purchases to keep customers engaged and come back for more.

 

| AI applications can be an immense help with personalisation

 

But thanks to AI, personalisation can go a step further. Brands and merchants can now ask the question: what type of products and services would fit this person’s life best? AI applications like Perplexity regard e-Commerce as a holistic solution for a shopper’s needs and suggest products that can be seamlessly integrated into a person’s life.

 

However, the use of AI also raises questions regarding the protection of sensitive data and IP rights. Brands have to make sure that the AI tools they use comply with GDPR legislation to protect their customers’ sensitive personal data.

 

In addition, as seen in several cases, AI applications may use IP protected content without proper (or even any) citations. This is not just something creative artists have to be worried about; in fact, images or text from your brand’s website may also be used in AI-generated content, infringing on your IP rights.

 

Find out all about the rap song generated by AI and other problematic IP issues!

 

 

2. Composable and headless commerce

Headless commerce is a solution where the front and back ends of an e-Commerce application or webshop are separated from each other. This solution builds on APIs and allows operators to upload content to their front end without needing to make changes to the back end.

 

You don’t need to be an IT wizard to implement headless commerce. In fact, providers like Shopify can help you build and use a headless architecture without significant IT knowledge.

 

 

Illustration of the operation of headless commerce via APIs

 

 

Imagine headless commerce as a modular and composable system where you can shape your brand’s e-Commerce presence to your liking. The flexibility of such systems brings you several advantages.

 

• Improved customer experience. Customer needs change rapidly, but webshops often lack the capacity to keep up with such change. Headless commerce allows you to react as fast as your customers’ taste changes, bringing along better personalisation options and a more consistent product presentation across all your channels.

• Stronger brand protection. The flexible front end of headless commerce gives you better control over your brand’s content and identity. Moreover, you can implement your security measures much easier and the modular architecture allows you to improve your data controls.

• Consistent brand perception. Thanks to seamless API integrations, you can standardise your brand’s presentation across various touchpoints. In addition, harmonising your brand’s content and commerce functions will be much easier than without the advantages of headless commerce.

 

The composable and modular nature of headless commerce allows you to protect your brand identity and still build an agile online presence. Improving and protecting your brand’s reputation has never been easier. However, a successful implementation of headless commerce requires careful planning and strategy.

 

Find out how your reputation can further your brand!

 

 

3. Retail everywhere

2025 takes the concept of omnichannel another step further. Customers can feel inclined to make a purchase anytime and anywhere - which means your store should be ready across channels and devices, online and offline, all the time.

 

 

Illustration of the concept of omnichannel commerce with pop ups around a shopping bag

 

 

The new omnichannel approach requires you to offer a seamless and optimal shopping experience to all customers, regardless of where and how they’re making their purchase. Your brand presentation has to be consistent across all channels - a feat easier said than done.

 

Find out how to achieve a clean marketplace presence for your brand!

 

In addition, you need to bear in mind that protecting your brand’s identity and IP assets is also an omnichannel activity. Infringing offers on one channel can and will reflect badly on all your other channels, which means that you need to take the protection of your brand into account when planning your omnichannel approach.

 

| Infringing offers on one channel will reflect badly on all your channels

 

 

4.Social media and social commerce

Social media is not a newcomer to e-Commerce: platforms like Facebook and Instagram have been present in the world of online shopping for around a decade. Ever since then, the importance of social commerce kept increasing year-by-year.

 

This won’t change for 2025: social commerce is predicted to continue its victory march, and so will influencer marketing. However, experts believe that instead of reaching for mega-famous content creators, the focus of marketers will turn to micro- and nano-influencers. By working with these online personalities, brands can ensure a hyper-targeted reach for very specific niche markets.

 

| The focus of marketers will turn to micro- and nano-influencers in 2025

 

Unfortunately, some influencers may use their platform to promote dubious products, including fakes and other IP infringing items. In addition, counterfeiters also like to use social media to advertise and list their products. Brands have to be aware of this phenomenon and actively protect themselves to prevent brand dilution and harmful IP infringements.

 

Discover how dupe products harm your IP rights!

 

 

5.Mobile commerce (mCommerce)

People use their smartphones for an increasing amount of tasks, shopping included. Mobile shopping, or mCommerce is indeed a rising star in e-Commerce, with 79% of shoppers making at least one purchase per month on their smartphone.

 

When it comes to mCommerce, brands need to be aware of two crucially important factors. First of all,websites specifically designed for desktop computers often come across subpar when viewed on a mobile device. This is why you have to make sure that your brand and e-Commerce sites are optimised for both desktop and mobile devices.

 

However, that’s not enough. Since using apps is much more popular on smartphones than browsing websites (85% of consumers prefer apps to mobile websites), you may consider creating an app for your brand and/or webshop.

 

No wonder that apps are so popular amongst brands and shoppers alike: they offer an improved user experience, better functionality and personalisation options. All this contributes to the 157% better conversion rate compared to mobile websites.

 

| Apps have a 157% better conversion rate than mobile websites

 

If you decide to go for a brand app and/or put your products on a shopping app, there are a few things you have to bear in mind.

 

Protecting your brand identity becomes even more important as you appear on various channels and outlets. Make sure your brand presence is in line with your image on all your outlets, including your app or any third party shopping app you decide to join.

 

On that note, research your options and ensure that the apps you’re appearing on have sound functionality and provide a great shopping experience. Joining a subpar app can seriously damage your reputation.

 

Find out how we tested Temu, one of the most popular shopping apps today!

 

If you launch your own app, bear in mind that mCommerce consumers expect fast and effective communication from their apps. A swift response to technical issues and consumer queries is necessary to keep up your good standing with your customers.

 

Unfortunately, the popularity of mCommerce provides fertile grounds for fraudulent apps that infringe on your IP rights. Dubious apps mimicking yours may pop up, trying to dupe your customers into buying their fake products and/or steal their sensitive personal data. Getting mixed up in a scandal like that can seriously damage your reputation, which is why you need to use a proactive approach to protect your brand and your customers from scammers.

 

 

6. Blockchain technology

Blockchain, the technology originally invented to store bitcoin, NFTs and to allow for various transactions, is actually a great e-Commerce solution. Simply put, blockchain is a decentralised public ledger that records every transaction as an unalterable “block” and ties it to all previous transactions - hence the name, blockchain.

 

Its decentralised nature means that the same blockchain is stored across various servers. When a legitimate transaction occurs, the ledger updates itself. Should somebody try to tamper with one iteration, the blockchain “checks” itself for authenticity and reverts back to the last commonly accepted version.

 

Illustration of blockchain technology displaying a virtual chain around a virtual box

 

Blockchain thus guarantees authenticity and transparency, both great advantages for honest e-Commerce operators and shoppers alike. Tracking supply chains, shipments and payment transactions are both transparent and secure this way.

 

Some companies have already adopted the technology for their operations. Starbucks, for instance, uses blockchain to track its coffee bean supplies throughout their journey, showing their customers their ethical sourcing practices. Similarly, Walmart also uses blockchain to enhance the transparency and traceability of its supply chain. This is especially important when dealing with food products.

 

Find out the damages fake food can cause!

 

The security and transparency of blockchain-based transactions can be very advantageous for your brand’s reputation. These qualities are excellent when building trust in your clients, not to mention the reliable products or services you get to provide thanks to them. In addition, blockchain makes it harder for fraudsters to infiltrate your supply chain and tarnish your reputation.

 

However, blockchain has its drawbacks as well. Since the area is not yet thoroughly regulated, some legal uncertainties still linger around blockchain. In addition, due to its decentralised nature, the speed and scalability of the technology is not optimal at this point. And finally, Web 3.0, the iteration of the internet where blockchain “resides”, has significant IP infringement issues.

 

  

7. Sustainability

Faced with increasing effects of the climate crisis, consumers have become more conscious of sustainable living. Brands and e-Commerce operators who can cater to this rising need may find themselves several steps ahead of the competition.

 

However, it’s not enough to simply slap a green sticker on your products. Due to unfortunate incidents of greenwashing, customers expect real, tangible and traceable commitment from brands. Make sure that your sustainability efforts go beyond simple marketing and your brand’s reputation will thank you for it.

 

Discover how various popular brands approach sustainability in e-Commerce!

 

 

Conclusion

e-Commerce is a constantly changing, evolving industry. Keeping up with customer demands means you should hold your finger on the pulse of e-Commerce to be ready for newly emerging trends.

 

Unfortunately, one thing is constant: you can always expect fraudsters, scammers and counterfeiters to disregard your IP rights. Don’t let them ruin your reputation and steal your revenue!

 

Get in touch with us and let’s discuss how a comprehensive online brand protection programme can keep your invaluable IP assets safe.