Skai 2025 Industry Preview: Ecommerce Trends

Knowing what trends are shaping your industry is essential for more than just market awareness—it helps you stay connected to what’s influencing your consumers. Whether or not these trends seem directly relevant to your current strategy, if they’re shifting the industry, they’re almost certainly affecting your audience’s decisions, expectations, and values.

At Skai, we’re here to equip you with the insights and tools to make these connections work for you. Beyond campaign management, we’re focused on empowering our clients to navigate and anticipate industry shifts effectively so they can thrive amidst change. In this new Skai 2025 Industry Preview series, we’re diving into the critical industry trends expected to make a mark in 2025, giving you the knowledge you need to stay ahead and connect meaningfully with your audience.

Today, we preview the 2025 trends shaping the ecommerce industry.

In 2024, the ecommerce world has seen some major growth–and some major changes. This year, ecommerce sales surpassed $6.3 trillion, even as many consumers remained conscious of inflation and were more careful about their purchase decisions. 

And shoppers aren’t just more price savvy. They’re also seeking out brands and products in new ways. More and more shoppers are relying on mobile at every stage of the buyers’ journey, from discovery to purchase. They’re also looking to AI for product recommendations and hoping to virtually “try before they buy” with AR-powered ads. 

So what does the new year have in store for ecommerce marketers? Here are the trends to watch (and be ready for) in 2025. 

GenAI-powered customer experiences

Generative AI (GenAI) is transforming online retail customer interactions across all touchpoints, bringing real-time relevance and customization to the forefront. AI-powered shopping assistants, predictive tools, and chatbots enrich the customer experience by delivering hyper-relevant interactions. In 2025, brands that use GenAI to drive tailored recommendations, content, and support will stand out in a crowded market. By tapping into AI-driven insights, brands can cater to unique consumer needs with accuracy, turning casual browsers into loyal buyers.

GenAI also streamlines operations, automating content creation and customer service, which allows brands to adapt quickly to changing consumer behavior. With AI-driven tools becoming more accessible, companies can fine-tune customer segmentation and deliver targeted messaging based on real-time behavior. This advanced level of personalization builds loyalty and satisfaction, addressing the growing demand for engaging shopping experiences.

Action Items for Ecommerce Marketers:

• Utilize paid search to create responsive campaigns that adjust ad copy and bidding strategies based on real-time AI insights about user behavior.
• Run dynamic product ads on social media, tailoring promotions to individual consumer profiles for higher engagement.
• Use retail media for predictive offers, targeting consumers likely to purchase based on prior behavior and purchase patterns.
• Implement A/B testing across channels to refine GenAI-driven content and recommendations for peak performance.

Real-time analytics and inventory management

Real-time analytics, powered by predictive AI, is transforming inventory management and customer targeting. As omnichannel shopping continues to grow, brands rely on real-time analytics to anticipate demand patterns across multiple channels. By analyzing trends instantly, marketers can improve cross-selling, minimize stockouts, and manage inventory efficiently, reducing both costs and lost sales.

Predictive analytics also opens opportunities for more strategic promotions and personalized product recommendations. With a clear view of stock levels and demand forecasts, brands can adjust marketing tactics, ensuring they promote the right products at the right time. By using data to tailor ads and promotions, brands can deliver better results, foster customer loyalty, and keep inventory aligned with customer expectations.

Action Items for Ecommerce Marketers:

• Run targeted retail media campaigns that emphasize the availability of trending or high-demand items, capturing interest at peak moments.
• Leverage search ads to promote specific inventory categories based on anticipated seasonal or localized demand.
• Utilize social platforms for product pairing promotions, encouraging cross-sells of items commonly bought together based on real-time data.
• Create limited-time offers on products with surplus inventory to generate urgency and move stock quickly.

Retail everywhere

As ecommerce merges with social, video, and connected devices, consumers expect a “retail everywhere” experience. This trend reflects a shift where consumers anticipate seamless shopping access across all their digital activities, from scrolling social media to watching streaming content. In 2025, embedding retail into diverse digital spaces will allow brands to engage customers whenever and wherever they are.

For brands to thrive in this “retail everywhere” environment, they need to create flexible touchpoints that span traditional and nontraditional shopping platforms. Direct shopping options integrated into social media posts, livestreams, and even TV ads can inspire on-the-spot purchasing. By delivering retail access across daily digital interactions, brands build familiarity and loyalty, meeting customers’ needs in a way that feels effortless and engaging.

Action Items for Ecommerce Marketers:

• Incorporate in-feed shoppable posts on social media, allowing users to explore and buy products directly from their feeds.
• Leverage video ads with embedded shopping links, enabling online viewers to shop directly from streaming platforms.
• Create omnichannel campaigns that connect touchpoints across social, mobile, and in-store, fostering a cohesive shopping journey.
• Run connected TV ads with QR codes, allowing viewers to shop immediately by scanning their screens.

Emotional connection through storytelling

In an increasingly competitive market, brands are learning that building an emotional connection with customers is key to standing out—especially against low-cost competitors. Emotional storytelling resonates deeply with consumers, fostering brand loyalty and long-term relationships. Rather than solely focusing on price, brands that invest in messaging that speaks to values, lifestyle, or aspirations are more likely to forge lasting connections.

In 2025, this focus on emotional connection will be especially impactful as shoppers seek authenticity and relatability from brands. By sharing stories that highlight brand values, sustainability efforts, or product journeys, marketers can engage customers on a personal level, going beyond a transaction to build a relationship. Marketers can leverage various platforms to share these narratives, creating consistent brand experiences that resonate across channels.

Action Items for Ecommerce Marketers:

• Develop social ad campaigns that showcase brand values, whether focused on sustainability, community impact, or craftsmanship.
• Use paid search to promote blog posts or videos that tell the story behind featured products.
• Run retail media ads highlighting unique product attributes, such as ethically sourced materials or artisanal production, to attract value-driven consumers.
• Create video content for retail media networks that emphasizes the brand’s mission or story, fostering an emotional connection with viewers.

Conclusion: React and adapt quickly to consumer trends

As ecommerce continues to reshape itself in response to technology and consumer preferences, staying ahead means more than following trends—it’s about proactively building the experiences that customers value most. This year’s innovations, from GenAI-powered personalization to immersive “retail everywhere” strategies, are powerful tools that can help brands meet consumer expectations and drive deeper engagement.

To truly resonate in this ever-evolving landscape, brands need to be more than reactive; they need to anticipate consumers’ needs and desires. Ecommerce is one of the fastest-moving industries, where yesterday’s competitive advantage can become today’s baseline expectation. As new technology and digital habits emerge, meeting customers where they are—and understanding where they’re headed—will be essential for success.

These trends are just the beginning of the possibilities in 2025. Use them to build the meaningful, responsive connections your customers expect, and look out for the next installment in our series as we continue to explore the future of ecommerce.