E-commerce in 2025 5 trends shaping the future of online selling

Thanks to the explosion of e-commerce over the past couple decades, consumers can find virtually any product or service they can think of online.

In fact, the consumer e-commerce market is expected to approach $6 trillion by 2027, according to the International Trade Administration, up from roughly $4 trillion in 2024.

A diverse collection of product segments is driving this growth, including everything from fashion and furniture to food and beverage.

While major marketplace retailers still lead the category, e-commerce has become commonplace among small businesses, too. In fact, by the end of 2023, an estimated 80% of small businesses had at least basic e-commerce capabilities, according to a report by Digital Commerce 360.

However, small businesses are grappling with challenges such as inflation, supply chain issues and keeping pace with major retailers, among others, that are driving a variety of e-commerce trends in 2025 and beyond, including:

Video content

Spurred by social media, video content is in high demand on e-commerce sites, too.

Videos that explain how to use products, offer tips for using them and demonstrate projects that were completed using a product all earn favor with shoppers. In addition, videos that highlight product features, video reviews on social media and “live shopping events” on the social channels of e-commerce retailers can provide a more appealing interactive experience for shoppers.

Inclusive of the “live shopping events” trends, livestreaming is often popular among consumers as it can create a sense of FOMO (fear of missing out), leading to enhanced brand loyalty and engagement. Short-form videos sweeping social media also drive engagements and offer a quick, appealing way to demonstrate new or popular products.

Personalized products

E-commerce provides opportunities for shoppers who appreciate buying products that are uniquely their own.

Online buying platforms that allow for customization of products such as shoes, clothing and drinkware can create buyer engagement and earn loyal shoppers who know they can purchase the items they

want exactly to their own specifications.

In fact, a survey by McKinsey Insights found 80% of loyal customers prefer shopping with brands that offer tailored choices and personalized experiences.

From color selection and accessories to performance variations, custom options can help create a highly personalized shopping experience that allow buyers to interact more directly than they would for a standardized transaction.

Beyond the initial purchase, customized reports and shipping notifications are also becoming the norm.

Shippers can alert customers to their products’ delivery status — including any delays or changes — via email, text, video message or, in some cases, a customizable dashboard where consumers can view incoming shipments tied to their account or address, request a different delivery time or location, pre-sign for packages and more.

Micro purchasing moments

You may think phenomena like impulse buys or convenience purchases are reserved for brick-and-mortar stores, but micro-purchasing trends suggest otherwise.

These purchases are typically made by someone looking for a quick solution or information in a hurry from a mobile device, such as comparing two or more similar products and clicking a “buy now” link, ordering and paying for food ahead of time to skip the line, making a hotel or excursion reservation while traveling or looking up movie showtimes and purchasing tickets from the same page.

E-commerce sites that can establish themselves as a resource, make information easy to digest and simplify the purchasing process are earning customers — and revenue.

Flexible payment options

Online purchases were once limited almost exclusively to credit card purchases, but over time, businesses have granted greater flexibility to shoppers when it comes to collecting payment.

While this trend has been growing for several years, many contemporary e-commerce sites now accept credit or debit cards, online checks, digital wallet and mobile payment services, cryptocurrency and even installment payments via third-party providers.

By 2029, the third-party payment market is expected to almost double from $62.5 billion in 2024, according to findings from Mordor Intelligence.

Simplified shipping options

Evolving technology isn’t just improving the browsing and purchasing side of e-commerce; shipping operations are also seeing enhancements.

For example, ShipAccel, a digital platform designed by Pitney Bowes, simplifies and enhances shipping operations with advanced e-commerce technology.

The platform empowers early e-commerce brands to ship like larger companies with access to discounted carrier rates; more than 80 integrations including leading marketplaces, data and insights to help make smarter shipping decisions; branded tracking; and return capabilities.

It features a collection of apps, widgets and application programming interfaces to easily configure new workflows and seamlessly meet the demands of business growth.

“As e-commerce becomes a mainstay, shippers must take a technology-first approach, utilizing platforms that can grow along with the business and partnering with providers who offer deep expertise in the segment,” said Shemin Nurmohamed, president of Sending Technology Solutions at Pitney Bowes.

Find more shipping support for your e-commerce business in the coming year at shipaccel.com.

Easy e-commerce shipping tips

Whether you’re a buyer or a seller, getting smart about shipping can help improve your e-commerce experience.

• Be cost-conscious. Buyers obviously benefit from lower costs, but as a seller, managing shipping costs means more revenue. Volume discounts and options for lower prices with longer shipping times can make a bigger impact than you might expect. A shipping partner that has pre-negotiated discounted rates with carriers can deliver significant savings to your business, too.

• Reduce package sizes. Using boxes or padded envelopes that closely fit the product being shipped can reduce weight and therefore the cost to send it to the customer.

Also avoid excess packaging that adds bulk, which adds cost and waste.

• Utilize advanced tracking tools. Keep tracking information for everything you ship or buy so you can monitor its safe delivery or, if problems arise, promptly identify and correct the issue.

— Family Features