Personalisation, re-commerce, seamless omnichannel integration, and sustainability are among the critical customer trends for online retailers in 2025, while data-driven experiences, real-time inventory, AI and regional adaptation are predicted to be critical for in-store retailers.
2024 has been an uncertain and competitive market for consumer spending, heavily impacting retailers and many other industries. Consumer spending is down in-store and online, while customer numbers and spend have declined in-store. But despite pressures like the increased cost of living, higher interest rates, and a tighter job market, there are opportunities for retailers to attract buyer’s attention and make sales.
In this two-part series, we’re unpacking the critical consumer trends for online and in-store and sharing insights on how retailers can adapt and grow. This part looks at online retail trends.
Notably, payment convenience, same-day delivery, instant returns, and streamlined checkout experiences also made the list for online retailers. Online shoppers are seeking convenience, personalisation, and an unforgettable, seamless shopping experience. They’re being careful where they spend their money, and retailers must earn shopper loyalty now more than ever.
One critical driver of online customer loyalty is sustainability and it’s not enough just for the product to be responsible. The retailer, along with their packaging and logistics partners are just as important when it comes to customer satisfaction and sustainability. The re-commerce and marketplace trend also plays into this, with growing demand from consumers for re-commerce options for the products they buy and no longer need.
Let’s unpack these online trends a little more and give some tips on how retailers can harness them:
From tailored product recommendations to personalised email marketing campaigns, customers expect retailers to anticipate their likes and interests and adapt their marketing and online experience accordingly. AI is enabling retailers to analyse data points like browsing habits and purchase history which allows retailers to personalise the customer experience and drive loyalty.
As to why this is critical for retailers now, 69% of consumers are more likely to shop with a retailer that makes personalised offers.
Demand for multiple delivery options, including same-day, and instant returns will continue as consumers seek an instant and flexible online retail experience.
Customer preference is for payments to be convenient, instant and secure. Mobile payments will soon be consumers’ preferred way to pay worldwide and demand for split payments, gift card integration, and deferred payments continue to increase.
Most online retailers today offer streamlined checkout experiences to protect their online shop from the 73% of customers who abandon at cart. Demand for this will increase over the next 12 months with consumers responding well to guest checkout, minimal form fields and one-click checkout for returning customers.
Customer preference for sustainable retailers continues, with their expectations extending beyond a product’s sustainability credentials to sustainable packaging, package recycling, carbon-neutral shipping, and the product’s ethical standards. Over 73% of customers are willing to pay more for sustainable products, with this trend significantly affecting customer loyalty and satisfaction.
Growth in demand for re-commerce options from online retailers will continue to build as consumers become increasingly mindful of the retail industry’s environmental and community impact.
The trends that will build on the popularity of chatbots and messaging apps will be voice and smart home integration that allow for personalised recommendations in real time — even when a consumer is away from a screen will soon be essential for online retailers to retain customers. Over 47% of shoppers are open to buying based on recommendations from a bot, as long as it’s expert advice.
Bots for customer support are here to stay as well.
Online retailers that get these aspects of their offer right have a better chance than most at capturing market share and maintaining customer loyalty when the cost of living has never been higher and competition for consumer attention is tough.
Stay tuned for part two where we look into the biggest trends for bricks-and-mortar retailers…
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Stuart Oliver is the founder and MD of local, independent tech consultancy Restive.
