The year 2025 is shaping up to be a pivotal one for eCommerce companies, with major changes in technology, consumer behavior and business models. To remain competitive, companies need to anticipate these changes and adapt quickly. Once again this year, Novatize specialists have pooled their knowledge to identify the trends that will have the greatest impact on eCommerce merchants next year. Here are the main eCommerce trends to watch out for in 2025:

1. Immersive and phygital commerce: a reinvented shopping experience

Immersive technologies, such as augmented reality (AR) and virtual reality (VR) [french only], continue to evolve, offering more interactive and engaging shopping experiences. eCommerce is no longer limited to a simple transaction: it’s becoming a true experience.

At the same time, the integration of phygital, which combines the physical and digital experience, is transforming the way consumers interact with brands. For example, physical stores can use digital technologies such as QR codes and interactive kiosks, smart mirrors to offer additional information or a digital shopping experience, but in-store.

Companies will need to embrace these technologies to deliver smooth, enriched omnichannel customer journeys, enabling consumers to move effortlessly from one channel to another. This trend will undoubtedly have an impact on the future of retailing.

2. Unified commerce: A key strategy for the customer experience

Unified commerce becomes crucial in 2025 to deliver a seamless and consistent experience across all sales channels (online, mobile and in-store). By centralizing customer data, companies can better understand purchasing behavior, personalize the experience and offer a seamless buying journey, regardless of the point of contact.

Adopted at different speeds in different regions, unified commerce reflects geographical differences influenced by technological infrastructure and consumer expectations. Asia, notably China, is the world leader, with almost seamless integration between online and offline commerce. In Europe, the UK stands out for its advanced adoption, offering services such as click-and-collect. According to a KPMG report, North America is catching up fast, with Canada now ranking fourth among the top users of omnichannel solutions. By contrast, Africa and Latin America are making slower progress, held back by infrastructure challenges.

This evolution enables companies, both B2C and B2B, to better meet the expectations of modern consumers, improve customer loyalty and ensure consistent interaction between channels. By unifying access to information, they optimize the customer experience and strengthen their competitiveness.

3. The rise of niche marketplaces and social commerce

While platforms like Amazon dominate the market, new specialized marketplaces are emerging to capture niche audiences. These platforms offer consumers more targeted products, from ethical fashion to collectibles. Companies need to adapt to these platforms to position themselves in more specific markets and better meet the expectations of these potential customers.

At the same time, social commerce continues to grow, with platforms such as TikTok, Pinterest, Twitch, Reddit and Discord becoming direct points of sale. Brands need to integrate these new channels into their strategy by offering shopping experiences integrated with social content. Consumers want to buy what they see in their news feeds, and brands need to meet this expectation by creating immersive, seamless shopping experiences.

4. eCommerce process automation and artificial intelligence

Automating eCommerce processes is becoming a must for improving operational efficiency. Technologies such as artificial intelligence (AI) can automate inventory management, product recommendations and offer personalization, while reducing human error and optimizing costs.

AI also plays a key role in analyzing purchasing behavior. By using machine learning algorithms, companies can predict consumer trends, personalize customer journeys and offer tailor-made recommendations, thereby increasing sales and customer loyalty. Artificial intelligence tools have changed consumers’ search behaviors, encouraging them to use more specific and complex queries, such as longtail queries. Companies must therefore adjust their SEO strategies to respond to this evolution, focusing on more precise keywords and more nuanced search intentions.

Customers are also increasingly inclined to favor the use of AI in a purchase recommendation context. In the latest study by Novatize and Leger, we found that 53% of Canadians are inclined to use recommendations based on their purchasing behaviour and profile. Also, 26% of Canadians are open to sharing more personal information on digital platforms if it enables them to receive personalized offers based on their purchase history.

5. The Internet of Things (IoT): more connected, personalized shopping

The Internet of Things (IoT) is transforming the shopping experience, making it more personalized and interactive. Connected objects, such as smart fridges, smart clothes or even fashion accessories, collect data on shopping habits and enable brands to better understand their customers’ needs.

Companies will be able to use this data to offer real-time hyper-personalization. For example, a connected watch could recommend products based on previous shopping preferences, or a smart fridge could suggest recipes or products to buy.

6. Geolocation commerce: hyperlocality in the age of eCommerce

Geolocation is becoming a powerful tool for proposing offers based on the geographic proximity of the consumer. Thanks to technologies like 5G, brands can offer real-time promotions or in-store pick-up or express delivery options based on the buyer’s location.

Consumers expect an instantaneous shopping experience, and companies need to be ready to meet this demand by offering geolocation-enabled services. Whether it’s a special promotional offer or fast delivery, geolocation makes it possible to personalize the shopping experience according to the customer’s situation.

7. The era of loyalty programs 3.0 and advanced personalization

Loyalty programs are evolving to adapt to new consumer expectations. Customer data analysis enables companies to offer more personalized loyalty programs, from customized discounts to exclusive products reserved for VIP members. We’re also seeing a lot of new inter-company programs that strengthen customer commitment and promote long-term retention across an entire trade group.

The latest survey by Novatize and Léger shows that free delivery is by far the most attractive incentive for encouraging consumers to join a loyalty program. eCommerce companies should therefore consider offering this incentive as a priority, since 70% of respondents indicated free delivery in their Top 3, and 35% said it was their first choice. 

Hyper-personalization is becoming essential to meet consumer expectations in 2025. By collecting data on purchasing behavior, brands can offer tailor-made experiences, thereby strengthening loyalty and commitment.

8. New business models: the rise of disruptive platforms

The year 2025 will see the emergence of disruptive business models such as those proposed by platforms like Temu, which are changing the way products are distributed. These platforms adopt strategies based on online auctions or dynamic prices adjusted in real time according to demand, inventory or time of day. This approach creates a shopping experience where prices can fluctuate instantly, offering flexibility and constant interest to consumers.

Experiences are also highly gamified, which can encourage impulse buying behavior and increase customer engagement. For companies, this represents a challenge: adapting to these new models while maximizing profitability and offering a seamless shopping experience that meets changing consumer expectations.

9. More and more payment methods: Towards greater flexibility and personalization

In 2025, payment methods continue to diversify. Beyond the traditional payment methods of credit card and bank transfer, options such as digital wallets, cryptocurrencies and fractional payments (BNPL) are gaining in popularity. These solutions enable consumers to choose the payment method that suits them best, according to their preferences and financial situation.

A study conducted by Novatize and Léger in Canada shows that credit cards remain the most popular payment method, with 80% of respondents using this method. Online wallets such as PayPal are also popular, accounting for 23% of consumers’ choices, while solutions such as Amazon Pay, Shop Pay or Apple Pay appeal to 18% of respondents.

An emerging phenomenon, particularly in B2B and for certain services, is the live auction. This dynamic model enables companies to adjust their offers in real time, based on customer interaction, inventory or specific consumer needs. This system can be very useful in sectors such as insurance, professional services or specialized products. The diversification of payment and sales methods thus offers greater choice and personalization, enriching the shopping experience for consumers.

10. Ethics and sustainability in tomorrow’s business

Sustainability and brand transparency are more than ever at the heart of consumer concerns. In 2025, companies will have to meet increasingly high expectations in terms of social and environmental responsibility. This includes reducing carbon footprints, ethical manufacturing practices and full transparency in supply chains. 

Responsible commerce is becoming a priority for companies seeking to attract customers who are concerned about the environmental impact of their purchases. Brands need to demonstrate their commitment through concrete, transparent actions, as customers are increasingly sensitive to these issues. Among other things, consumers are increasingly interested in buying second-hand products online. According to the Novatize and Léger survey, Canadians are quite keen to buy used products online, with 57% of them inclined to do so.

As a BCorp-certified company, Novatize has put together several resources and tools to help eCommerce companies improve their practices in line with sustainable development, for consultation.

11. Live shopping and social shopping: reinventing real-time purchasing

Live shopping and social shopping are undergoing a revolution in 2025, propelled by live streaming innovations. Consumers are now looking for immersive shopping experiences where they can interact in real time with presenters, ask questions and see product demonstrations. This approach enables brands to create a direct and authentic engagement with their customers, while integrating elements of gamification and exclusivity.

Already popularized in China via platforms like Taobao, “live shopping” is gradually taking hold on a global scale. Brands like Sephora organize live events on Instagram and TikTok, combining product demonstrations and real-time interactions to captivate their audiences. In North America, companies like Walmart are also embracing this trend, collaborating with TikTok for interactive sessions targeting the younger generation.

Social platforms such as Instagram, TikTok and Facebook are transforming into veritable shopping spaces, where purchases are made directly from posts or streaming videos. This evolution offers a unique opportunity for brands to tap into real-time consumer trends, build excitement around their products and drive instant sales with features like integrated buy buttons.

In 2025, this trend continues to gain momentum, attracting more and more consumers who are looking for a fluid, interactive shopping experience, positioning live shopping as a key lever for engaging audiences and maximizing sales.

12. The rise of influencer and celebrity brands

Influencer and celebrity brands are on the rise, redefining the way consumers interact with products. In 2025, customers are increasingly attracted to brands that are directly associated with influential personalities, whether it’s creators, celebrities or even micro-influencers. These brands often offer an authenticity and personal connection that consumers appreciate.

For traditional brands, collaborating with influencers and celebrities represents a strategic opportunity to reach younger market segments that are more receptive to the recommendations of public figures. Above all, celebrities are launching their own brands and are no longer just spokespeople.

13. New solutions for service eCommerce

The integration of repair, maintenance and other services into eCommerce platforms is becoming a must in 2025. Consumers are increasingly looking for convenient solutions where they can purchase not only products, but also services directly online. For example, the ability to book home services, such as product repairs, maintenance or even training, can be integrated into a classic eCommerce platform, offering a unified customer experience.

These services, although initially associated with tangible products, create long-term loyalty, as they add value to the shopping experience. Brands that offer these solutions not only benefit from a strengthened customer relationship, but can also develop a recurring model through subscriptions or programmed services. For consumers, the ease of access to a wide range of services on a single platform enhances satisfaction and creates lasting brand loyalty.

14. Mid-range retailing: a segment in search of reinvention

Global retailing is at a crossroads, and the mid-range segment, long seen as a pillar of the market, is finding itself weakened. Between polarizing consumer choices and changing expectations, this segment is struggling to find its place. In a context where luxury and discount are the focus of attention, the mid-range segment needs to reinvent itself in response to common challenges, but also to regional specificities, particularly in North America.

On a global scale, consumers are moving towards two distinct poles: low-cost products on the one hand, and high-end items on the other. In Europe, brands such as Lidl and Aldi continue to expand by making products accessible without any apparent compromise on quality, while luxury brands such as Gucci and Louis Vuitton continue to grow by capitalizing on prestige. In North America, this polarization is even more marked. Giant retailers such as Walmart and Amazon dominate the lower end of the market, combining competitive pricing with convenience, while premium brands such as Nordstrom and Canada Goose appeal to a high-end clientele. In this context, mid-range retailers such as the Gap and Macy’s are coming under increasing pressure.

The main challenge for the mid-range is its lack of differentiation. Too expensive to compete with discounts, but not distinctive enough to compete with premium brands, it risks falling into a zone of disinterest. This partly explains the recent difficulties of chains like Bed Bath & Beyond in the United States, which have failed to adapt to changing consumer expectations. In North America, consumers are particularly sensitive to the shopping experience and personalization. Brands such as Lululemon or Warby Parker, although operating in the mid-price range, succeed by offering differentiated products and cultivating an emotional bond with their customers. These successes show that the mid-range can survive, provided it offers genuine added value. From an international perspective, sustainability appears to be a key opportunity for the mid-range. Consumers, especially the younger generation, are turning to ethical and responsible brands. Initiatives such as Uniqlo’s, which invests in sustainable materials while remaining accessible, illustrate the way forward. 

15. The impact of the socio-economic and political situation on eCommerce: Adaptation and agility required for Canadian and U.S. markets

In 2025, the socio-economic and political situation will continue to transform eCommerce, particularly for companies operating in Canadian and American markets. These markets face specific challenges related to taxes, changes in international trade agreements, and regulations that directly influence operating costs, product prices and the way companies interact with their customers.

Tax fluctuations are a key consideration. For example, sales taxes vary widely between Canadian provinces and U.S. states, creating a complex environment for companies selling cross-border. Canadian companies need to be alert to changes in provincial sales taxes (such as GST/HST) and customs taxes, especially if exporting to the U.S., where import taxes can fluctuate according to government trade policies. In the U.S., state taxes also vary considerably, creating an ever-changing tax landscape that companies need to follow to stay compliant and avoid tax errors.

Recent changes to trade agreements, including agreements such as the USMCA (Canada-United States-Mexico Agreement), are altering the conditions of cross-border trade and affecting the supply chain and product pricing between Canada and the United States. These changes can have repercussions on import and distribution costs for companies, who must now adapt their commercial practices, pricing strategies and sourcing methods to minimize the impact of these legal revisions.

At the same time, companies also need to prepare for possible changes in customs agreements and trade restrictions due to geopolitical tensions. Trade tensions between the USA and certain countries could lead to tariff hikes or import bans that will disrupt trade flows, forcing companies to review their sourcing strategies and diversify their distribution channels.

Finally, personal data protection regulations are also becoming stricter. The EU’s General Data Protection Regulation (GDPR) has had a global impact, and similar legislation, such as the California Consumer Privacy Act (CCPA), is also affecting North American businesses. A Gartner report predicts that North American businesses will collectively spend more than $8 billion on data management solutions by the end of 2025 to comply with these new requirements. Businesses need to anticipate these changes to guarantee the security of their customers’ data while avoiding costly legal penalties.

Consumers are also more demanding when it comes to corporate social and environmental responsibility. According to a NielsenIQ survey, “By 2025, nearly 68% of North American consumers will prefer to buy from companies committed to concrete environmental initiatives”. They expect brands to actively engage in green initiatives, in response to growing concerns about climate change and social justice.

The eCommerce trends of 2025 are marked by innovation, personalization and adaptability. For eCommerce merchants, it’s essential to embrace these changes to stay competitive and anticipate the expectations of increasingly demanding consumers. 

At Novatize, we support you in this transition, offering expertise in unified commerce and personalized eCommerce. Adapting to new technologies and consumer expectations is essential to thrive in this constantly evolving environment.

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