E-commerce 2025 - revolutionary trends in online commerce

The year 2025 promises to be a significant period for the e-commerce sector and online businesses in particular, due to the fast-paced technological innovations driven and the rise in popularity of advanced tools that automate marketing processes. In the face of rapidly rising consumer expectations and intensifying market competition, entrepreneurs face the challenge of not only adapting to changes on an ongoing basis, but also anticipating and capitalizing on upcoming trends. It will be important to be able to quickly implement new technologies that will allow companies to not only meet, but even exceed the expectations of their audience.

Table of contents

• Key trends in e-commerce 2025
• 1 The popularity of subscription models
• 2. newsletters as an effective marketing tool
• 3. expansion into foreign markets
• 4. development of payment systems
• 5. online to offline and omnichannel
• 6. Marketplace as the dominant form of commerce
• Get ready for 2025!

Key trends in e-commerce 2025

1. popularity of subscription models

Subscriptions are one of the trends gaining popularity in the B2C segment. Consumers are increasingly eager to enjoy regular deliveries of their favorite products, which translates into recurring revenue for sellers. In 2025, we expect to see an increase in the number of platforms offering subscription models - from cosmetics to groceries or apparel. It will also be important to develop personalization, such as through recommendations based on customer preference analysis. Platforms such as Netflix, which have achieved global success with their subscription model, are inspiring companies in other industries, such as Birchbox, which offers cosmetics, or HelloFresh, which deals with delivery of prepared meals.

2. newsletters as an effective marketing tool

Newsletters play an important role in building customer engagement and loyalty. In 2025, e-commerce trends point to an even greater importance of this communication channel. Personalized content, dynamic offers and integration with marketing automation allow for precise targeting and maintaining constant contact with customers. Adding interactive elements, such as quizzes or surveys, can significantly increase audience engagement and improve the effectiveness of newsletters. Today's marketing campaigns are increasingly based on content personalization, which fosters a relationship with the customer and better conversions. As HubSpot points out, effective newsletters combine dynamic offers with content that addresses the real needs of the audience.

3 Expansion into foreign markets

Globalization of e-commerce has become a reality, and Polish companies are increasingly opting for international expansion. Trends in e-commerce 2025 point to the need to tailor offerings to the specifics of local markets - from payment methods to local shopping preferences. An example is the actions of InPost, which plans an intensive expansion in the UK market, covering the country with a network of parcel vending machines, highlighting the importance of innovative logistics solutions. Another example of expansion into foreign markets is Allegro, which reported significant revenue growth in the Czech market in the second quarter of 2024. The company has also announced its entry into the Hungarian market, which is expected to be the next step in its international growth strategy. Expanding its offerings and supporting local sellers are the most important elements of this expansion, as highlighted in its financial report for the second quarter of 2024.

4 Payment systems development

The dynamic development of payment systems is one of the important aspects of e-commerce in 2025. Consumers expect simple, secure and fast methods of making transactions. According to data from the National Bank of Poland, in Poland, the popularity of cashless transactions is steadily growing, and their value in 2023 reached a record level. The BLIK system has seen significant growth, becoming an integral part of many Poles' daily payments. These developments underscore the growing role of payment technology in the convenience and security of transactions.

5. online to offline and omnichannel

Although e-commerce by definition operates in the online zone, more and more companies are investing in developing omnichannel strategies, combining online and traditional sales. In 2025, the role of stationary outlets as pickup, returns or showrooms will become even more important. Customers are increasingly using the showrooming model, in which they view products in stationary stores and finalize purchases through mobile apps. Unmanned technologies, such as Amazon Go or Zabka Nano stores, make it possible to make purchases without the need for staff interaction. A key role in these processes is played by mobile apps, which not only facilitate shopping, but also offer personalized recommendations and integration with loyalty programs.

6 Marketplace as the dominant form of commerce

Marketplace platforms such as Amazon, Allegro and Zalando will continue to play an important role in e-commerce. Local marketplaces, tailored to specific national markets, will increase in importance in 2025. Zalando is expanding its affiliate program, enabling local sellers to reach a broad customer base in Europe. Allegro, on the other hand, is attracting sellers with tools such as Smart or Ads, supporting sales growth and product promotion.

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Get ready for 2025!

The year 2025 will bring strong growth to the e-commerce sector. The growing popularity of subscriptions, the development of marketing automation, new payment systems and the integration of omnichannel sales channels will determine the paths of development for companies in the B2C segment. It will become important to adapt offerings to consumers' changing expectations and to implement technologies that support their needs. Companies effectively leveraging these trends will remain competitive in a rapidly changing market environment.