Technological advances will continue to reshape consumer behaviour in 2025. Now in its ninth year, this annual report explores top shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this year’s edition dive into the impact of trends like rise of generative AI, social commerce, video-based shopping and budget-focused websites on the digital shopper in 2025.
This report comes in PPT.
The rising cost-of-living crisis and persistent high inflation continue to drive consumers towards cautious spending, boosting the appeal of low-cost platforms such as Temu, Shein and TikTok Shop. These platforms leverage aggressive promotions, social media and data-driven strategies to attract budget-conscious, tech-savvy shoppers, forcing established retailers to rethink strategies.
As consumers spend more time on social media, they increasingly view these platforms as not only places to connect, but also to shop. Social media companies are responding by embracing shopification, integrating more direct purchasing capabilities into their platforms. Some social media platforms are even becoming online retailers in their own right.
Consumers initially turned to influencers for authentic and independent reviews, but the growing commercialisation of social media has led to scepticism about the authenticity of their content. To rebuild trust, brands are focusing on transparent practices, reevaluating partnerships, investing in micro influencers and engaging directly with their audience.
The incorporation of immersive video elements into online spaces is transforming how consumers experience and interact with brands. By embracing video commerce, brands are boosting sales and creating more engaging customer experiences. This is fuelling the growing ubiquity of shoppable videos, as well as the explosive growth of the livestreaming e-commerce model.
Artificial intelligence, including subsets such as generative AI and now AI agents, is impacting nearly every corner of the retail and hospitality industries - much like the internet did decades ago. Recent advancements such as the ability of GenAI to create and AI-enabled agents to automate more complex decision-making processes promises to be transformative.
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