2024 has been a dynamic year for the e-commerce sector, marked by rapid technological progress and changing consumer behavior. Here we look at the most prominent trends of the year and what we can expect for 2025.

 

1. AI-driven personalization

In 2024, AI has become a central component in creating personalized shopping experiences. By analyzing customer data, companies have been able to offer tailored recommendations and improved customer journeys. By 2025, we expect AI technologies to become even more sophisticated, enabling even more precise personalization and predictive analytics.

 

2. augmented reality (AR) and virtual reality (VR)

AR and VR have revolutionized the way consumers interact with products online. In 2024, we have seen more companies integrate these technologies to offer virtual fitting rooms and interactive product demonstrations. Next year, we can expect an increase in these features, especially in the fashion and furniture industries, to reduce returns and increase customer satisfaction.

 

3. Sustainability and ethical consumption

Consumers are becoming increasingly aware of the environmental impact of their purchases. In 2024, companies have started to focus more on sustainable and ethical business practices, which include everything from eco-friendly packaging to fair trade. By 2025, companies that do not adapt to these expectations are likely to be left behind.

 

4. Faster and more flexible delivery options

Customer expectations for delivery speed and flexibility have increased in 2024. With advances in logistics and the use of drones and autonomous vehicles, companies have been able to offer faster deliveries. By 2025, we are likely to see further innovations in this area, with a focus on improving last-mile deliveries.

 

5. Social commerce and influencer marketing

Social media has become a powerful platform for e-commerce. In 2024, the integration of shoppable posts and influencer collaborations has continued to grow. The HDL team attended the Websummit and gained insights from social commerce experts. Discussions varied; some experts believe that social commerce is already here and now, while others believe we are still ten years away from its full potential. Sweden in particular is at the forefront of social commerce, with the largest share of social buyers in the Nordic region. Looking ahead to 2025, this trend is expected to continue, with new platforms and technologies making it even easier for consumers to shop directly from their social feeds.

 

Executive summary

The e-commerce landscape is constantly changing, and businesses must be prepared to adapt to remain competitive. By keeping an eye on these trends and preparing for future changes, businesses can not only meet but exceed customer expectations.