E-commerce in 2025 embraces new tools and grows steadily

As e-commerce continues its steady growth in 2025, new technologies like AI and augmented reality are transforming the shopping experience. Consumers demand more personalized, seamless interactions, and businesses must adapt to stay competitive. In this evolving landscape, web push notifications provide a powerful tool to enhance customer engagement and drive meaningful conversions.

The shape of the e-commerce market

As expected, the e-commerce market is growing globally. The trend is steady and continuous, with new technologies and trends arriving to feed the movement and help launch new space rockets for bridal showers. Although the post-COVID boom is behind us and the curious American trade policies are making the situation quite peculiar, 2025 is predicted to be another record-breaking year. The growth is still there, powered by the emerging markets of Asia, but it’s steadier and sustainable than five years ago. 

Source: Sellercommerce.com

Shoppers embraced online shopping, which turned into a natural staple of our everyday lives. In fact, 34% of shoppers use the internet to make purchases daily.  

Customers know what they want. 

With recessions, inflation, and an uncertain political situation, the buyers became much more savvy. Before they make a purchase, they compare the prices and the quality to find the best possible offer. We can see it around Black Friday, which first turned to Black Week and now starts as early as late September, when people start looking for the lowest prices.

According to Oberlo, specific incentives may push customers to buy online. 

We can see how important free delivery can be. It’s the subject of the most-clicked push campaigns of 2024. 

It’s plain to see we know what we want. The difference is: how do e-commerce businesses give us the best offers and the perfect customer care?

AI is our new favorite shopkeeper

Artificial intelligence is rapidly evolving, becoming more intelligent and efficient, and its impact across the e-commerce ecosystem is becoming increasingly profound. From enhancing product discovery to revolutionizing customer service, AI is no longer a peripheral technology but a core driver of innovation. A significant portion of e-commerce business leaders, approximately 38%, anticipate not only substantial investment in AI but also considerable revenue generation from its application within the next year. 

One of the examples of using AI in e-commerce is introducing shopping assistants that advertise cross-selling options to improve customer satisfaction. And the satisfaction is growing - 27 percent of consumers overall are excited about generative AI’s abilities. 

Generative AI is expected to further transform the online shopping experience. The usage includes (but is not limited to) AI-operated chatbots for customer service, automating purchase processes, personalized recommendations, and content creation. 

These tools will enable consumers to use natural language queries, facilitating more intuitive and effective product discovery, including improved real-time comparisons of deals and enhanced overall search result relevance. 

Augmented reality is here

Augmented reality is rapidly emerging as a transformative technology within e-commerce, offering customers the ability to virtually experience products within their own real-world environments, thereby significantly enhancing the online shopping journey. This capability addresses a key limitation of traditional online shopping by allowing consumers to overcome the inability to physically interact with products before making a purchase. 

Projections indicate a substantial increase in the adoption of AR for online shopping, with 42% of shoppers in the UK and 41% in the US expected to utilize this technology by the end of 2025. This growing adoption reflects the increasing consumer comfort and desire for more immersive and interactive online experiences. 

Source: L’Oreal

AR is particularly impactful in categories where visualization is crucial, enabling customers to see how clothing and accessories will look on them, how cosmetics will appear on their faces, and how furniture will fit and complement their home décor – all before a purchase is made. This virtual "try-before-you-buy" experience significantly reduces uncertainty associated with online purchases, leading to greater customer confidence and a decrease in product return rates.

We’re paying with our data

Customers want personalized experiences while shopping. And e-commerce has a lot of ways and tools to cater to this expectation. With the rise of conversational AI, chatbots will soon be able to read our minds and advise us on the best offer. Unless, of course, the customers finally start paying attention to their data being used outside their control. Over 74% of Internet users voiced their concerns about their data being used in the wrong way.

Source: HelpNetSecurity

Still, in these uncertain times, a proper, GDPR-friendly solution like web push notifications can help boost customer confidence and become a remarketing tool independent of Chrome’s third-party cookies policies. 

Personalization is the future

With the new tools eradicating the need for visiting brick-and-mortar stores, e-commerce should try and pay attention to building the best possible customer experience online. The customer care should encompass both the visits to the website and the time when the potential client is away. That’s what makes the omnichannel approach the most important aspect of e-commerce marketing, whether you use the AI content creation tools or not. 
In our report, we have summed up the web push performance in 2024, highlighting the best use cases and general trends of personalizing messages in this channel. And if you’re ready to see what the future holds, we have some news for you. Book a demo and explore the future of personalized engagement - simple, smart, and cookie-free. Take advantage of all the new possibilities brought by onsite notifications, inbox storing the messages, and the option to choose interesting topics for subscription. Contact us at [email protected].