Do you know anyone who has never bought online? If you do, they are an ever smaller minority. According to recent research by Opinion Box, 56% of Brazilians prefer to shop on the internet. And electronic commerce, also known as e-commerce, is set to advance further in the coming years, with expected growth of 15% between 2023 and 2027, as indicated by the Global Payments Report published by Worldpay from FIS. That will result in transactions on the order of US$5.4 trillion.
To reach that level, companies need a strategic approach and attention to what is new in the market. Competition is tight, and whoever is aligned with the trends will be a step ahead.
01E-commerce trends in 2025
02Exponential growth
E-commerce has shown impressive growth in recent years. Data from The Global Payments Report 2024 reveals that, in 2023, global e-commerce grew 10%, passing the mark of US$6.1 trillion in transactions. This modality is growing at more than double the rate of physical points of sale. An increase of 9% is estimated through 2027, when e-commerce transaction value is projected at nearly US$8.8 trillion.
03Pix: the future of payments
In Brazil, Pix already represents 30% of e-commerce transaction volume, according to the same research. It is expected to account for 50% of the total value of electronic payments by 2027.
Launched by the Central Bank in 2020, Pix transformed financial transactions in the country, making them faster and available at any hour, every day of the week, including holidays. That speed and convenience have driven adoption at an exponential pace.
04Omnichannel: integration for a complete experience
The omnichannel strategy, which integrates online and offline channels for purchasing and service, is essential to improving the customer experience. Offering multiple channels is the starting point. Those channels need to be integrated and work in harmony.
By joining the online and physical worlds, companies can provide a more fluid, satisfying buying journey for the consumer, and build loyalty along the way.
05Retail media: the new frontier of advertising
Retail media is establishing itself as one of the most promising trends for 2025. This strategy uses the selling spaces themselves, such as e-commerce sites and marketplaces, to display ads aimed at consumers, using purchase data and behavior to offer more relevant messages.
Through ads in sales channels, brands can reach consumers at the exact moment they are considering a purchase, increasing the chances of conversion. The approach is advantageous because it makes more precise use of first-party data, such as data customers have consented to, securing a high level of personalization in communication and increasing the effectiveness of advertising campaigns.
06Mobile shopping and social commerce
Buying on mobile devices is an ever more present reality, and the trend is only set to strengthen. Prioritizing the customer journey on mobile platforms, whether through responsive sites or e-commerce apps, is fundamental to meeting the demands of this new consumer profile.
In the same way, social commerce, which uses social networks as sales platforms, is on the rise. Consumer engagement through those networks, and the personalization of buying experiences, are key aspects for driving sales and creating deeper ties with the target audience.
07Artificial intelligence: the present and future of personalization
Artificial intelligence (AI) will also play a fundamental role in e-commerce in 2025. The use of AI-based tools, such as intelligent chatbots and personalized recommendation systems, allows an even more personalized buying experience for consumers. AI will be used to optimize processes, adjust marketing campaigns in real time, and create more precise product recommendations, taking the customer’s purchase history and preferences into account.
Generative AI will gain prominence as well, able to create descriptions, images, and even personalized advertising campaigns automatically, based on customer interactions. That evolution will help create more immersive, efficient buying experiences, so consumers feel more connected to the brand and more inclined to buy.
In this scene of constant evolution in the digital market, it is essential for companies to stay attentive and aligned with emerging trends. Innovation and continuous adaptation are fundamental pillars of success in e-commerce in 2025 and in the years that follow. Prepare for a journey of digital transformation and exponential growth.
Take the next step on your digital journey with DIGITAL HUB. Talk with our specialists and count on us to strengthen your online presence and reach new horizons in the digital universe.
