Five eCommerce trends to watch in 2025

The eCommerce landscape in 2025 is defined by rapid technological advancement and shifting consumer expectations. From hyper-personalized experiences powered by AI to the rise of immersive shopping and eco-friendly practices, retailers who stay ahead of these five trends will not only survive—they’ll thrive.

1. AI-Driven Personalization

Today’s shoppers expect online stores to “know” them. Advances in AI and machine learning enable brands to analyze purchase histories, browsing behavior, and demographic data to deliver tailored product recommendations, dynamic pricing, and customized marketing messages. In fact, the global AI in ecommerce market is forecast to grow from $7.25 billion in 2024 to $9.01 billion in 2025—underscoring how foundational AI has become for online retail. Brands using AI-powered personalization see a 48 % higher likelihood of exceeding revenue targets and a 71 % boost in customer loyalty.

2. Social Commerce Expansion

Social media platforms are evolving into full-fledged marketplaces. U.S. social-commerce sales are projected to grow 14.4 % in 2025, reaching $114.7 billion. Meanwhile, with over 5 billion active social users worldwide, retail social-commerce earnings in the U.S. alone are expected to near $80 billion this year. Features like in-app checkout, shoppable posts, and livestream shopping are blurring the lines between browsing and buying—giving brands new ways to engage customers where they already spend their time.

3. Immersive Shopping with AR/VR

Augmented reality (AR) and virtual reality (VR) have moved beyond novelty. Retailers now use AR for virtual try-ons and 3D product visualizations, reducing returns and boosting shopper confidence. A recent BrandXR report highlights that immersive shopping drives deeper engagement and directly lifts sales, and platforms like Pippit are making it easy for brands to integrate AR/VR experiences into their stores. As hardware becomes more accessible, expect immersive shopping to become a core differentiator.

4. Sustainability & Ethical Ecommerce

Consumers—especially Gen Z and Millennials—are voting with their wallets. McKinsey research shows 85% of shoppers have adopted more sustainable behaviors, and 45% now consider sustainability a non-negotiable factor when choosing a brand. Among Gen Z alone, 62% actively seek out sustainable brands, and 73% are willing to pay a premium for eco-friendly products. From carbon-neutral shipping options to recycled-material packaging, eco-conscious initiatives aren’t just good for the planet—they’re vital for customer loyalty in 2025.

5. Agentic eCommerce

The next frontier is giving shoppers AI-powered agents that handle the buying process end-to-end. These “shopping agents” can learn your preferences, hunt down the best deals, schedule purchases based on your calendar, and even negotiate with vendors in real time. A Gartner survey predicts that by 2026, 30% of all ecommerce transactions will be initiated or completed by autonomous agents . As agentic platforms mature, brands that open APIs for these assistants will capture a new wave of efficiency- and loyalty-driven sales.

Conclusion

These five trends—AI personalization, social commerce, immersive AR/VR experiences, sustainability, and agentic ecommerce—are reshaping online retail in 2025. By embracing these shifts, brands can deliver standout experiences, drive growth, and build lasting customer relationships.