2025 is set to be a seismic year for eCommerce – there’s a lot of buzz around technical innovation, the impact of Gen Z, and everything in between. 2024 already ushered in some revolutionary shifts: Generative AI – and ChatGPT in particular – became a bona fide household name, whilst social commerce accelerated to new heights. In the UK alone, 5,000 TikTok Shop lives were recorded daily, and average consumer screen time is predicted to only continue growing this year.

But in this wild, rapidly transforming digital world, which trends matter most? To help you pinpoint where to focus, here are 5 key predictions for eCommerce in 2025 – number 5 might surprise you.

Prediction 1: Generative AI will be an essential part of the eCommerce toolkit.

An eCommerce website with a tab showing Ocula Technologies branding

2024 was a big year for GenAI – and in 2025, its meteoric growth shows no signs of faltering. AI is already playing a huge role in personalising the shopping experience, with 92% of businesses leveraging the groundbreaking technology to deliver more tailored experiences for their customers. In 2025, GenAI will take things one step further: it’s predicted that 10% of data will be generated by AI, a dramatic increase from just 1% in 2021. And with new research from McKinsey demonstrating that brands that invest in AI are seeing a revenue uplift of 3 to 15% and a sales ROI uplift of 10 to 20%, GenAI is increasingly an easy decision for eCommerce brands looking to stay ahead.

Brands that adopt and invest in this technology will have the tools to enhance the customer journey, drive traffic and revenue, and unlock new opportunities for growth.

Prediction 2: Trust will be a non-negotiable.

It’s a hyper-personalised world out there, and consumers are becoming increasingly wary of how their data is being used by brands. 92% of Americans are concerned about their privacy when using the internet, whilst 81% of shoppers believe the way a company treats their personal data is indicative of the way it views them as a customer. Nearly one-fifth (18%) of consumers don’t trust eCommerce stores with their credit card information at all.

Meanwhile, regulatory bodies are actively investigating and penalising companies that violate data privacy laws – January 2025 kicked off with Austrian advocacy group Noyb filing a privacy complaint against TikTok, Shein, and Xiaomi, claiming the firms were unlawfully sending European Union user data to China.

Safeguarding and signposting trust will be of vital importance for winning shoppers back to your eCommerce site, time and time again. In the UK, consumers would willingly spend up to 48% more on average with a retailer they already trust, showcasing the significant financial opportunity for businesses that prioritise trust.

Prediction 3: Everyone will be talking about agentic AI.

Agentic AI – that is, AI agents capable of independently executing customer or business requests – are expected to see significant growth in popularity and adoption in 2025. Unlike traditional AI tools that require human input to complete tasks, agentic AI takes things further by independently carrying out complex processes without the need for constant human oversight. In short, agentic AI could be a genuine game-changer when it comes to maximising eCommerce efficiency and growth.

Although Agentic AI is still new on the scene, we’re already seeing some major early adopters. Salesforce introduced Agentforce, a CX team of independent AI agents, in September 2024, and SAP is preparing to launch shopping assistant agents later this year. It seems certain that 2025 will see agentic technology significantly develop, with the potential for huge, global adoption across the eCommerce landscape.

Prediction 4: Gen Z and Millennials will be at the heart of eCommerce strategy.

Millennial friends laughing while online shopping

It’s probably no surprise, but winning over Gen Z and Millennials is anticipated to play a leading role in eCommerce strategy for 2025. Predictions suggest that 90% of the 14.7 million new digital buyers in the US between 2024 and 2028 will come from Gen Z, with 60% of Gen Z and 58% of Millennials preferring to shop online as their go-to. These generations are the internet’s digital natives – and consumer purchasing behaviours and brand expectations are already being fundamentally reshaped by where they hang out and what they care about.

They’re known for social media savviness for good reason. About half of adult Gen Z social media users (47%) report that they use social media for 2-4 hours per day – and in the same study, over a fifth (22%) reported spending at least 7 hours or more on social media every day. With this in mind, user-generated content and influencer marketing are predicted to be key strategy points for eCommerce this year, as younger consumers increasingly tend towards trusting community voices over brands. 61% of 24-34 year-olds prefer using social media for purchases – and it’s clear why global social commerce revenue is projected to hit $6.2 trillion by 2030.

Brands that incorporate authenticity and social media into their strategy will be best positioned to win the loyalty of Gen Z and Millennial shoppers this year.

Prediction 5: Accessibility will become an urgent priority.

In 2025, accessibility will be an urgent necessity. From 28th June, new requirements will apply across the European Union to meet accessibility needs for all people with disabilities. Businesses operating in the EU will be required to add alt text to images, clearly denote page sections with ARIA landmarks, and maintain sufficient colour contrast – or risk facing legal consequences.

As things stand, 69% of shoppers with accessibility needs currently abandon websites that are difficult to use, resulting in £17.1 billion in lost revenue each year for UK businesses. As 2025 progresses, companies that prioritise accessibility will not only comply with new regulations but also stand to unlock significant untapped revenue by ensuring their sites are inclusive and user-friendly for all customers.

Looking ahead into the next year, generative AI, agentic AI, trust, and accessibility will be the defining pillars of success for ambitious businesses looking to outpace the competition. Gen Z and Millennials will be important audiences to win over – whether by emphasising authenticity or intensifying focus on social commerce. By embracing these trends, eCommerce professionals can position themselves for growth, enhanced customer retention, and greater innovation in the years ahead.