With only three months to go until 2025 (🤯), the eCommerce landscape continues to evolve, mainly driven by advancements in technology, shifts in consumer behaviour post-Covid, and evolving global market trends. For businesses to stay competitive and front of mind, it’s critical to follow these trends and adapt.
This blog will explore the key eCommerce trends we expect to see take shape in 2025, with a special focus on how online shopping and promotional strategies will evolve.
Personalisation is already in full swing (think: "Hi [first name]" in your email subscriptions), but in 2025, hyper-personalisation driven by AI will become the new standard.
AI allows brands to deliver real-time personalised experiences by analysing vast datasets from user interactions across platforms—from eCommerce websites to social media. Ever notice how you search for a product online, and suddenly ads for that product appear on your social feed? That’s AI at work, making these platforms ‘talk’ to each other.1
Promotions will become more targeted and context-specific. AI will predict customer preferences and offer discounts or promotions precisely when they’re most likely to convert. And it'll also be completely customisable - any changes you can think of - we can do 😉
If you haven’t yet adopted AI into your promotional strategies, now is the time to start. Watch this interview from Amazon Web Services on how Blueshift uses AI to deliver personalised marketing at scale.
Sustainability is becoming a key priority for both consumers and brands. By 2025, ethical shopping and eco-conscious practices will dominate the eCommerce market. More consumers are seeking brands that align with their values, such as eco-friendly packaging, sustainable sourcing, and carbon-neutral operations.2
Brands will need to actively promote their sustainability efforts, offering incentives for green practices such as recycling or choosing eco-friendly products. For instance, customers may receive discounts for selecting sustainable shipping options or reusing products.
To stay ahead, eCommerce platforms could start offering loyalty points or discounts for customers who choose carbon-neutral deliveries or recycle their packaging for reuse. Read more on how a well-known brand is already making sustainability waves - Lush’s Bring it Back scheme.
The lines between online and offline shopping are blurring as omnichannel strategies become essential. Consumers expect seamless transitions between in-store, online, and mobile shopping.
Promotions will need to work across channels and geographic markets, providing consistent experiences for customers no matter where they interact with the brand.3
Brands can even offer location-based promotions, sending customers personalised discounts when they’re near a physical store.
Read more here about how retailers are making this work, and if you're interested let's talk some more on how Uniqodo's promotion distribution capabilities allow efficient and automated distribution of unique coupon codes and promotions across marketing channels here.
Social media platforms have risen up and joined the pedestal of 'most important sales channels'. Social commerce, where shopping experiences happen directly on social platforms, is expected to to continue growing rapidly (and don't worry about TikTok possibly getting banned, there's always something new to replace fallen platforms; RIP Vine, we will never forget you). And influencers and other 'internet celebrities' will continue to play a significant role in driving eCommerce sales4 I mean just look at this graph-
Promotions will be integrated into social commerce through influencers, live shopping events, and shoppable posts. Customers could receive exclusive discounts by following certain influencers or participating in live shopping sessions. Brands can even collaborate with influencers to offer limited-time promotions exclusive to their social media followers, complete with custom-built landing pages tailored specifically for each influencer’s promotion. These landing pages provide a seamless shopping experience, reinforcing the brand-influencer collaboration. Read more on influencer marketing and its major influence here.
Subscription services will thrive in 2025, offering convenience, cost savings, and personalisation. Customers appreciate the predictability, while businesses benefit from a steady revenue stream.5
Key Features of Subscription Models:
Discounts for New Subscriptions: Offer discounted pricing or free trials to encourage long-term sign-ups.
Tiered Subscription Levels: Cater to different budgets and encourage upgrades to premium services.
Personalised Offers: Tailor subscriptions based on customer preferences and behaviour.
Ecommerce platforms such as Amazon continue to lead this trend with programs like Amazon Prime, which not only offers exclusive discounts but also builds customer loyalty. P.S. The next Prime Day is quickly approaching - don't miss out, it's the 8th and 9th of October!
Loyalty programs are essential for retaining customers and encouraging repeat business. By 2025, these programs will become even more personalised, leveraging AI to offer tailored rewards based on customer behaviour.
Key Features of Loyalty Programs:
Personalised Rewards: Offer points or discounts for frequently purchased products.
Points-Based Rewards: Earn points for purchases and redeem for discounts or products.
Exclusive Access: Reward loyal customers with early access to sales or exclusive products.
Starbucks’ loyalty program offers points redeemable for free drinks, with extra points for app purchases, fostering brand loyalty.6
Uniqodo’s promotion engine is perfectly positioned to take advantage of all 6 (and more) of these eCommerce trends:
Hyper-Personalisation: Uniqodo’s platform is designed to integrate with data-driven marketing tools, enabling businesses to offer personalised promotions based on real-time customer data, including geographic markets.
Sustainability: Uniqodo can help brands create promotions tied to eco-friendly initiatives, such as offering discounts for recycling or using sustainable shipping.
Omnichannel Promotion: Uniqodo’s API allows businesses to seamlessly integrate promotions across all sales channels, ensuring consistency in messaging and offers.
Influencer and Affiliate Marketing: Uniqodo’s Partner Journey Optimisation (PJO) enables businesses to manage influencer campaigns more effectively, offering exclusive promotions to social commerce audiences, influencer can even have their very own custom-built landing pages for their promotions.
Loyalty and Subscription-Based Programs: Uniqodo helps brands manage loyalty programs by offering custom promotional codes for loyal customers, encouraging long-term retention.
Ecommerce in 2025 will be shaped by hyper-personalisation, sustainability, social commerce, and seamless omnichannel experiences. Brands that successfully integrate these trends into their promotional strategies will thrive. Uniqodo’s platform is uniquely positioned to help businesses stay ahead by offering personalised, dynamic, and sustainable promotions that cater to the evolving needs of 21st century consumers.
To find out how Uniqodo can help you create unique, secure, and effective promotional campaigns book a demo with us today!
2. American Public University on sustainable eCommerce
Other resources: Linkedin Case Study from Emergent Africa
Investopedia on The Success of Patagonia's Marketing Strategy
3. Retail Economics on UK Omnichannel Retail
4. Business Reporter on the social commerce revolution
5. Loyalty Lion on 6 examples of ecommerce loyalty programs