What Our Technology Partners Predict for the Future of eCommerce in 2025

2025 is shaping to be a big year in eCommerce and retail in general, a mixture of challenges with cost of living and AI becoming a more natural part of our retail experience. These challenges also present us with great opportunities for businesses who are willing to do their research and apply technology to keep ahead of the game. These challenges are a part of the extraordinary growth of eCommerce over the past few years. A recent Shopify growth report showed that there has been a continued growth of first-time shopping orders (Orders placed by first-time shoppers to each Shopify business increased 17% since 2023 and 33% since 2022), and a massive 59% increase in return shoppers (over the past 2 years we’ve seen a 59% increase in return shoppers, an increase of 27% YoY).

Beyond the growth, the ways in which consumers are accessing eCommerce has also changed with Shopify reporting 44% increase in mobile purchase volume since 2022 (over the past 2 years, most orders are placed on mobile devices - and mobile purchase volume increased by 20% between 2023 and 2024, and 44% since 2022). With this growth and changing ways in which consumers are utilising eCommerce here are some key areas that will shape eCommerce in 2025, informed by insights from our great technology partners.

 

1. Social Commerce: Driving Engagement and Sales

Social commerce is set to become a cornerstone of eCommerce strategies in 2025, as platforms like Instagram, TikTok, and Pinterest increasingly integrate shopping features. This trend blurs the line between social media engagement and transactional commerce.

Insights from Okendo and Tolstoy:

Okendo: In 2025, social commerce will likely dominate the ecommerce landscape through a variety of formats. The exploding growth of TikTok Shop is set to be a critical sales channel for many brands in 2025. Australians are eagerly awaiting the launch of this locally and Okendo is hard at work on our integration here to ensure social proof and reviews flow through. That said, it's also obvious that brands who take a more personable "brand image" to their social channels are relating extremely well with their audience. The content shift away from product promo's & ad's and instead creating behind the scene footage, tapping into meme videos and creating simply humorous content is converting. I certainly anticipate this style of social channel management/content to continue.

Tolstoy: Community-Driven, Authentic Video Content. In an increasingly crowded marketplace, people crave genuine connections—both with the brands they love and with fellow consumers. Brands can leverage UGC video to foster a sense of community: inviting customers to share testimonials, add their own videos, and even participate in product co-creation.

• Why it matters: Authentic, user-driven content builds trust and fosters peer-to-peer advocacy—arguably the most powerful form of social proof. When customers feel like part of a community, they’re far more likely to champion a brand.
• Tolstoy tie-in: Through Tolstoy’s video platform, brands can seamlessly source, curate, request rights for, and tag user-generated videos to be used directly on their product pages, creating a richer, more collaborative experience that boosts engagement and loyalty.

Key Takeaway

Retailers should focus on creating shoppable content that blends seamlessly with social experiences, leveraging UGC and interactive videos to boost engagement and conversion rates.

 

 

2. Increasing Loyalty and Lifetime Value (LTV)

Let’s talk loyalty! With such a crowded and competitive landscape, retaining customers and maximising their lifetime value will be critical for sustainable growth in 2025. Strategies that prioritise loyalty and engagement will drive long-term success.

Insights from Searchspring, Gorgias, and Yotpo:

Searchspring: “Here’s what we predict to watch for in 2025 and how your ecommerce strategy can stay ahead:

• Smarter Product Discoverability: With shoppers expecting fast, hyper-relevant results, product discovery will evolve beyond basic search. The integration of advanced NLP and AI will become table stakes to understand how customers are searching and what they truly mean.

  • Top Tip: Optimise your search functionality to deliver results that align with intent, not just keywords. Intent-driven product discovery builds trust and keeps loyal shoppers coming back.

• NLP-Powered Personalisation: Natural Language Processing will continue to transform personalisation. From understanding synonyms and context to curating tailored recommendations, NLP will ensure shoppers see products they love.

  • Top Tip: Invest in tools that adapt and learn from shopper behaviour to deliver highly personalised experiences across site search and navigation.

• Growing AOV with Smarter Pairings: Increasing AOV isn’t just about upselling—it’s about delivering value. Retailers will lean heavily on “frequently purchased together” strategies that feel intuitive and helpful, not pushy.

  • Top Tip: Use data-driven bundling and merchandising to surface complementary products, ensuring relevance and inspiring additional purchases.”

You can read more about SearchSpring insights from their year in review.

 

Gorgias: “2024 was a year that saw the majority of retailers/merchants be forced to acknowledge some of the fundamental issues they had within their business. Whether it be margin or marketing, everyone saw a bit of a squeeze, and this led to a real focus on internal processes and efficiencies.

Gorgias' / my prediction: '2025 will continue to be another year that LTV reigns supreme. In a recent study, 94% of consumers said they were more likely to purchase again after a great first experience. Avoiding the discounting, and focusing on extending that value of any customer is going to ensure a strong start to the year.'

And how to do it? Automate your workload! There are so many tools out there that ensure you provide your customers with the fastest and most positive experiences. We've seen merchants improve relationships by trusting their tech and automating up to 70% of repetitive volume. Globally, our entire customer base has achieved a 20% average automation rate. That is millions of tickets resolved in less than a minute, with no manual work. Think about what that can do for your P&L.”

You can visit Gorgias here for more 2025 strategies to help build your LTV.

 

Yotpo: “As customers continue to expect highly personalised and relevant offers, brands need to deliver this at scale across multiple touchpoints, whilst managing vast amounts of customer data. Consumers are spoilt for choice with an existing and emerging ecosystem of brands all vying for their attention and disposable income which makes the need for true brand to customer connection all the more important.”

 

Key Takeaway

By combining superior customer service, intuitive site functionality, and tailored loyalty programs, businesses can build stronger relationships and increase LTV.

 

3. Omni-Channel Growth and Unified Commerce

In 2025, businesses will prioritise delivering consistent shopping experiences across all channels—online, offline, and everything in between. Unified commerce will ensure that customers can shop whenever and wherever they want, with a seamless transition between touchpoints.

Insights from Shopify and Okendo:

Shopify: “Predicts that unified commerce will take center stage as merchants strive to connect online and offline channels. Features like centralised inventory management and real-time customer data will empower businesses to offer personalized and frictionless shopping experiences.”

Shopify’s latest eCommerce report highlights how in-store experiences and how you connect customers with your online store are highly important: 

• 50% of consumers say personalised offers and promotions from brands they’ve interacted with improve their shopping experience. 
• 57% of consumers want to see, touch and feel items before they buy.
• 38% of consumers buy items online and collect in-store.
  
  

Okendo: “2024 saw many conversations with brands who are beginning the prioritisation of their omnichannel experience. This was for both brands who were traditionally bricks and mortar optimising their online experience and also brands who are online but are growing/starting their physical store presence. This undertaking is no small task and requires an immense amount of strategic planning, normally with a review of their current tech stack. With the increasing rise of Shopify POS and Okendo Loyalty, it's been important that we facilitate the seamless data sync between channels for complete profiling and customer experiences. This conversation will only increase in 2025.”

Key Takeaway

Retailers should invest in technologies that unify operations, from inventory to customer interactions, ensuring a consistent experience across every channel.

 

4. AI-Powered Innovations

Artificial intelligence (AI) will continue to revolutionise eCommerce in 2025, enabling smarter personalisation, predictive analytics, and customer support. If you’re not already on the AI train then you need to get on board. 

Insights from Yotpo, Tolstoy, and Okendo:

Yotpo: “By using AI-powered insights and content based on customer behaviour to tailor product recommendations, messaging, and loyalty programs to individual customers, Yotpo can help deliver relevant, authentic, and personalised experiences that engage customers and drive conversions across both digital and physical channels.”

Tolstoy: AI-Enhanced Video Creation & Distribution. “The real magic of AI in 2025 won’t just be the ease of creating compelling content—though that’s a big perk—it’ll be how AI improves distribution and audience targeting. Rather than drowning out authentic voices, brands can use AI tools to identify which videos (including user-generated ones) resonate best, and serve them up to the right audiences on the right channels.

• Why it matters: Video creation is one part of the puzzle; content distribution is the other. Brands that combine authentic community-driven content with smart AI-based targeting will capture (and keep) more attention.
• Tolstoy tie-in: We’re already leveraging AI-driven content insights, helping brands figure out which video sequences perform best. In 2025, the results could feel almost predictive—and seriously impactful.”

Okendo: “My latest prediction is the inclusion and focus of AI into all things ecommerce across both merchants and SaaS vendors. AI is unleashing a power we've never seen before, whether it's used to produce product photos, create chatbots, or leveraged for predictive analytics and data trends it's obvious that it's only being refined deeper and getting more powerful. Okendo is also pushing hard in this space with several product iterations in 2024; AI review responses, AI quiz generation and more to come in 2025.”

Key Takeaway

Businesses should harness AI to refine personalization, improve customer insights, and enhance the overall shopping experience through intelligent automation.

 

5. The Power of Video

Video content will continue to dominate as a preferred medium for product discovery and engagement, offering immersive and interactive experiences that captivate audiences.

Tolstoy: Personalised, Immersive Video Journeys

“In 2025, shoppers won’t just be watching product demos and clicking “add to cart.” They’ll expect highly customized video paths driven by AI—showing them the exact product features or variations they’re most likely to love. It goes beyond basic personalization. Think of it as a choose-your-own-adventure video that factors in everything from your past purchases to real-time viewing behavior.

• Why it matters: Boosting engagement is one thing, but forging a personal connection is another. AI-based video is the sweet spot, helping brands stand out in a crowded marketplace.

• Tolstoy tie-in: We’re already seeing clients use Tolstoy to create tailored customer journeys, which keeps viewers engaged longer while moving them closer to purchase. With AI, we aim to offer personalized shopping agents that know their customers well.”

Key Takeaway 

Retailers should incorporate interactive video content into their marketing strategy, leveraging it for product demonstrations, tutorials, and live events to capture attention and inspire purchases.

 

Conclusion

As eCommerce continues to evolve, 2025 will be a year of innovation and transformation. From social commerce and AI-powered personalisation to unified commerce and loyalty programs, businesses have an opportunity to harness cutting-edge technologies and strategies to stay ahead. 

A big shout out to our technology partners and friends for their insights on this article: 

• Scott Goodman from Okendo
• Millie Cuerton from Searchspring
• Adam Ioakim, Vice President and General Manager, APAC from Yotpo
• Mark Abramovich from Tolstoy 
• Hugh Russell-Parsons from Gorgias
• The team at Shopify! Check out the latest from the Winter Editions here

 

If you’re looking to optimise your eCommerce strategy and tap into the latest trends, we’re here to help. By teaming up with the best technology partners in the industry, we ensure your business is equipped for success in 2025 and beyond. Let’s build something extraordinary together!