What Path Will E-commerce Take in 2025?

If there were any doubts, it has long been clear: e-commerce is a part of everyday life for many people. Whether it's because it allows consumers to get products at competitive prices or because it's far more convenient to shop from the comfort of your sofa than to visit multiple stores, more and more people are using the internet to shop.  

In 2023 alone, Spain surpassed the milestone of 30 million online shoppers, according to the study Online Shopping in Spain: 2024 Edition published by Red.es via the National Observatory of Technology and Society (Ontsi). This same report states that electronic transactions in 2023 grew by 16% compared to the previous year, exceeding €99.2 billion.  

The hesitations around online shopping continue to diminish, with 9 out of 10 users believing it is a safe option. As such, exploring e-commerce as a way to reach new customers is no longer optional; it’s a necessity. Staying updated on the latest marketing trends to enhance your e-commerce strategy can set you apart from competitors. So, what trends will shape 2025?  

Generative Artificial Intelligence Applied to E-commerce

Without a doubt, the application of Artificial Intelligence (AI) to marketing will, as in many other sectors, radically transform the industry. AI will not just be a tool to improve workflows, it will become the driving force behind an unprecedented process of change. While the focus used to be on the products being sold, now the focus is shifting to the customer. In other words, the client becomes the centre of every marketing strategy.  

AI will enable marketing strategies to be personalized to unimaginable levels, adapting in real time to each customer’s context, emotions, and behaviour.  

Experts predict that the new version of ChatGPT will analyse content and actively participate in campaign planning and market trend forecasting, allowing businesses to refine every marketing action.  

The goal is to provide a better shopping experience -more seamless, interactive, and personalized- aligned with your brand’s values, your customer base, and their privacy. These are essential elements to guarantee customer loyalty.  

That said, while AI and technologies such as chatbots and virtual assistants (set to experience a second golden age this year) will allow businesses to offer 24/7 customer service, users will still value the human touch in customer care. In a world filled with automated processes, the opportunity to interact with real people will be the added value that makes a difference.  

Impact on Search Engines

AI is also starting to reshape search engines by changing how users find information. The integration of generative AI in platforms like Google and Bing means that each person is shown the most relevant results based on their specific context. As a result, SEO experts must now not only focus on keywords but also find ways to influence AI systems that generate search results.  

Other E-commerce Trends

Marketers must keep a close eye on consumer expectations in 2025. For instance, while sustainability used to be a differentiating factor, it is now an essential requirement for consumers who practice mindful purchasing, care about the planet’s future, and are concerned about more than just their wallets.  

Consumers are also demanding flexibility in delivery options, wanting to choose when and where their orders are delivered rather than merely receiving them as quickly as possible. Many online stores are addressing this by offering subscription models, providing a more attentive and personalized service for maximum convenience.  

Additionally, businesses will continue to thrive by offering products where people spend their time -on social media-making the purchasing process even more streamlined.  

Online-to-Offline

These trends apply equally to marketplaces and small local online stores. For the latter, investing in e-commerce is a sure-fire way to attract potential customers to physical stores, even if it seems contradictory. As mentioned earlier, humans are social beings: we value human interaction and the feeling of being special.  

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