After a 2024 marked by significant changes, driven mainly by the advancement of new technologies, the integration of purchasing channels, and the refinement of artificial intelligence (AI) as a sales tool, retail enters 2025 with even higher expectations. The enthusiasm is reinforced by the report Consumer Goods and Retail Outlook 2025, from the Economist Intelligence Unit (EIU), which projects global sales growth of 2.2%, the highest percentage of the decade. These numbers reflect an expanding market, transformed by structural changes in how we buy and sell.
One of the major protagonists of this transformation will be greater integration between physical and digital channels. The omnichannel model, which has been gaining traction for some time, is expected to further consolidate its position as an essential strategy for retailers. According to Euromonitor International estimates, online sales will account for 30% of total retail sales in Brazil by the end of the year. This preference requires retailers to increasingly invest in seamless experiences that unify the physical and digital environments, offering convenience and consistency at every stage of the purchasing journey.
At the same time, AI and automation are set to reshape the sector’s operations. From customer service chatbots to demand forecasting and efficient inventory management, technology has proven to be a powerful ally. It will be responsible for greater accuracy, optimizing processes and anticipating needs, in addition to, of course, ensuring greater agility. In an increasingly competitive landscape, retailers that embrace these tools will gain a significant advantage over their competitors.
Another crucial point is personalization. Leveraging consumer data to create unique and relevant experiences will be an irreversible trend. Consumers are increasingly open to this practice. A global study by consultancy Cognizant indicates that, this year, the public is more likely to allow digital assistant services, such as chatbots, to help them identify relevant offers. However, it is essential to note that this willingness to share personal information only persists when it results in concrete benefits, such as exclusive discounts and tailored recommendations.
Sustainability also occupies a central place on the sector’s horizon. Today, customers, especially Generation Z, demand transparency and environmental responsibility from brands. A Nielsen study reveals that 65% of Brazilians prefer to buy from companies with sustainable practices. By 2025, commitment to sustainability must represent much more than a differentiator—it will be a basic requirement to remain relevant.
It is also worth highlighting that social commerce continues to gain ground. Social networks, influencers, and affiliates will play key roles in promoting products and campaigns within the digital environment. The ability to conduct direct communications within these channels is changing how brands connect with their audience. Proof of this is that, increasingly, platforms are willing to offer an environment conducive to personalized experiences and mass-facilitated commerce, combining the convenience of digital purchases with digital influence.
In summary, 2025 will be a year when retail becomes more connected, efficient, and conscious. Emerging technologies, coupled with growing demands for personalization and sustainability, will shape the sector. For retailers, the key lies in embracing these trends and adapting to new consumer demands as quickly as possible. After all, today it’s not just about selling products but creating experiences that truly matter.
