A look at the patterns reshaping the industry—and how brands can strategically leverage them for growth in 2025 & beyond

By Kirsty Lapish | Insight Manager & Global Strategy Lead @ CommerceIQChanging consumer trends are reshaping spending habits, affecting how customers interact with, perceive and buy from brands online and in store. To remain competitive, ecommerce brands and retailers must leverage the right tools, talent, and technologies to adjust to these evolving market dynamics in near real time. Here’s where we see the future of the industry headed, and how brands can proactively set themselves for success:

Trend: Health & sustainability

Protecting the planet & prioritizing self-care As consumers place greater emphasis on personal well-being and environmental impact, sustainability remains a key priority for brands. Shoppers are leveraging technology for personalized self-care and actively seeking products with stronger health and eco-friendly credentials. Opportunity

• Benchmark pricing, packaging, sustainability and health attributes vs. category & key competitors
• Monitor ratings & reviews to track consumer sentiment of your products & competitors
• Use AI to implement wellness & eco-friendly keywords into product copy & marketing campaigns
• Keep abreast of legislation by market that could impact how you sell & market products

Trend: Digital technologies

Investment in innovation Consumers and retailers are increasingly embracing technology, raising expectations for brand interactions. AI is enabling hyper-personalization by analyzing data for tailored recommendations, while AR and VR offer virtual try-ons and 3D product views. Voice assistants are also on the rise, with platforms optimizing for voice search to enhance the shopping experience. Opportunity

• Leverage brand & retailer CRM programs to deliver personalized content, promotions & ads
• Understand retailer tech capabilities for your category, such as AR for virtual try-ons and voice search for grocery & optimize content for searchability
• Use AI to incorporate key product attributes into keywords for product copy & marketing campaigns

Trend: Growth of social commerce

From scrolling to shopping Social media is now a major ecommerce channel, with platforms like Instagram, TikTok and Pinterest offering in-platform shopping. Influencers are driving sales, live shopping events are growing in popularity, and "buy now" buttons have made product recommendations instantly transactional. Opportunity

• Foster cross-functional collaboration to connect consumer and shopper touchpoints, boosting brand awareness, engagement & conversions on social media
• Maintain a consistent data strategy to combine shopper, consumer & channel data for identifying opportunities & setting campaign objectives
• Align with key retailers' social media strategies to identify relevant opportunities for your brand

Trend: Omnichannel experiences

Meet your customers where they are Digital technology has blurred channel boundaries, with consumers expecting seamless integration across online, mobile & in-store platforms. Retailers are heavily adopting omnichannel strategies, offering features like BOPIS and mobile experiences that replicate in-store shopping. Opportunity

• Map the full consumer journey across all touchpoints to create a seamless brand experience
• Compare your brand's category performance by platform and market to surface opportunities & optimize marketing spend
• Develop an omnichannel strategy aligned with your category, market & brand goals, focusing on key areas for growth

Trend: Proliferated & convenience-driven delivery

Signed, sealed, delivered in a flash Speedy, convenient delivery is essential, with drones, autonomous vehicles and AI logistics enabling same-day or even one-hour delivery in urban areas. Meanwhile, smart lockers and pickup points offer flexible options for busy consumers. And CPGs are increasingly adopting data-driven subscription models to connect directly with consumers, enhancing loyalty and providing tailored experiences across sectors like fashion, beauty and groceries. Opportunity

• Analyze key retailers’ delivery options, such as DTC, click & collect, online delivery and third-party delivery  to tailor solutions for your shoppers
• Benchmark against competitors to evaluate market size & demand for DTC vs. retailer models, shaping your omnichannel strategy accordingly
• Optimize DTC strategies to expand your consumer database,  enhance brand loyalty & drive engagement

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