The ecommerce landscape continues to evolve in different ways. In recent years, we have witnessed the acceleration of direct-to-consumer (DTC) strategies, as brands increasingly bypass third-party marketplaces to gain greater control over their customer relationships and data.

Voice commerce also continues to rise, driven by widespread adoption of voice-activated devices, encouraging brands to optimise their platforms for voice search and integration with virtual assistants like Alexa and Google Assistant.

At the same time, economic pressures in Europe have reshaped the priorities for many ecommerce businesses. While inflation has eased, its lingering effects have kept consumer spending cautious, prompting a focus on cost-efficiency and price sensitivity. Having said this, a new report has predicted ecommerce turnover in Europe will “hit 958 billion euros ($1.05 trillion) this year, up from 887 billion euros in 2023” – this would make it “the first year since 2021 that ecommerce turnover is up after accounting for higher prices”.

So, as we head towards 2025 with growth seemingly back on the agenda, what trends will continue to have an impact? And what will businesses need to leverage in order to thrive?

AI-powered, data-driven processes will be the standard

To stay ahead in a rapidly evolving ecommerce landscape, businesses must recognise that AI-powered content creation, personalised customer experiences, augmented analytics and data-driven decision-making have become essential. AI can complement human activity in a manner of ways. It can automate content production, helping to ensure speed and relevance, create targeted campaigns and enable precise customer segmentation. Additionally, AI can suggest ‘live chat’ responses to make life easier for both consultants and website visitors, and guide intelligent decision-making by analysing behavioural data and automatically selecting the most effective channel for each individual customer contact.

Moreover, personalisation is no longer optional – it’s an expectation. Brands need to deliver tailored experiences across multiple touchpoints, leveraging insights drawn from rich customer data. AI facilitates real-time analytics, real-time workflows, and real-time engagement while the customer is still on the site, allowing businesses to respond instantly to customer actions and preferences. As such, decision-making informed by real-time analytics enables businesses to pivot quickly, optimise their strategies, and better meet customer needs.

Furthermore, AI-driven analytics and insights provide a deeper understanding of market trends and customer behaviours, empowering businesses to refine their marketing strategies continuously.

By incorporating these elements into their operations, ecommerce brands can streamline processes and focus on growth, not just survival, in today’s competitive market.

Voice assistants will be the primary gateway for completing tasks

It has been a big year for voice assistants, especially following the launch of OpenAI’s new GPT-4o AI model. As voice assistants become the primary gateway for tasks, their role in ecommerce is increasingly pivotal. From searching for product information to controlling smart homes and making purchases, consumers now expect seamless, voice-driven experiences. This shift not only emphasises the need to optimise ecommerce platforms for voice interaction but also requires businesses to understand how voice fits into their overall marketing channel strategy – and how to integrate this additional channel within an existing multi-channel approach to ensure a cohesive and comprehensive customer journey.

By leveraging voice data, brands can further personalise experiences, aligning offers and recommendations with customer intent in real-time. For marketers, this means adapting strategies to meet customer demand for efficiency and convenience, ensuring that their platforms are not only voice-compatible but also able to harness the insights these interactions provide.

Immersive technologies are advancing

Immersive technologies are now reshaping the ecommerce experience, allowing consumers to interact with products in ways that were once unimaginable. Virtual fitting rooms and augmented reality (AR) tools, for example, enable shoppers to try on clothes or visualise furniture in their homes before making a purchase.

These advancements not only enhance customer satisfaction by reducing uncertainty, but also significantly lower return rates. By integrating such immersive technologies, brands can offer more engaging, tailored experiences that build confidence in buying decisions. For marketers, the key is ensuring these virtual interactions are seamless and integrated into the broader customer journey, helping drive both engagement and conversion rates.

Marketers will prioritise growth over everything else moving forward

In the next few years, ecommerce growth will hinge on the ability of businesses to streamline their technology stacks and adopt a more tailored, agile approach. As the martech landscape continues to expand — with thousands of tools competing for attention — brands that focus on simplifying their systems, eliminating underused features and effectively processing data for actionable insights will emerge as the leaders.

Forward-looking companies will prioritise customer-centric strategies, leveraging personalised experiences and operational efficiency to drive sustainable growth and move towards frictionless commerce anywhere. By embracing a lean, focused approach to marketing technologies, ecommerce brands will not only navigate the complexity but will also unlock new levels of competitive advantage, setting the stage for long-term success in an increasingly crowded market.

The bottom line

As we approach 2025, ecommerce businesses must adapt to a rapidly shifting landscape where technology and customer expectations are driving change. The rise of AI-powered personalisation, voice assistants as key interaction tools, and immersive technologies like AR are reshaping the customer experience.

Coupled with the need for streamlined martech solutions, brands that embrace these trends will not only enhance their operational efficiency but also create more engaging, tailored experiences that foster growth. Ultimately, staying ahead will require agility, innovation, and a deep understanding of the evolving digital eCommerce ecosystem.

CEO at SALESmanago | + posts

As an entrepreneur and CEO in the USA, UK, Germany and now Poland with SALESmanago, Brian has over 20 years of experience in scaling B2B and B2C tech companies from $5M to $100M+ through IPOs and M&A. Brian bring deep business expertise in enterprise AI, messaging, marketplaces and online media, and a proven track record raising $80M with seven exits, including Software.com's IPO and $6.8B sale.

Brian is passionate about partnering with visionary product founders and growth investors to scale businesses using proven methods for international expansion, professionalizing the team, and building a positive culture that creates safety, inclusiveness and maximum productivity. Brian is an adventure athlete discovering the world through cycling and running.