NRF 2025 brings retail trends and highlights the role of experience and technology in the future of shopping

Evertec, a leading payment processing and financial technology company in Latin America and the Caribbean, was present at NRF 2025, the largest global retail event, and presents an overview of the trends and innovations that are shaping the industry.The event highlighted how the convergence between physical and digital, driven by emerging technologies, can transform the shopping experience and strengthen customer loyalty.

More than presenting innovations, NRF 2025 highlighted the strategic role of technology and payments in creating integrated, sustainable and consumer-centric consumer journeys.

Customer experience is a competitive differentiator

At the event, customer experience was pointed out as a decisive factor for success in retail. In a scenario of rapid changes in consumer behaviors, consumers demand fluid, personalized and multichannel shopping journeys.NRF 2025 reaffirmed the role of physical stores as environments of connection and enchantment, with immersive and interactive experiences that arouse admiration and loyalty.

(AI) was also at the center of the discussions as an essential tool to create personalized experiences. However, human touch and authenticity remain fundamental to build lasting emotional connections with customers. (AI) says Evertec Brazil Marketing and Product Manager, Wagner Bergozza.

Faithfulness and purpose on the rise

The alignment between brand values and those of consumers is increasingly relevant. Models such as rent, resale and circular economy have been highlighted as trends that resonate, especially with younger generations.These prioritize authenticity, inclusion and purpose, encouraging retail leaders to adopt practices that translate these principles into concrete actions.

Autonomy, yes, less friction too 

NRF 2025 showed how emerging technologies such as Internet of Things (IoT), self-checkout and unified commerce are shaping a more fluid and integrated shopping experience. These innovations remove barriers, allowing consumers to easily transition between physical and digital, promoting greater autonomy and reducing friction in the shopping journey.

Payments for a fluid experience

Payments play a strategic role in transforming the shopping experience. Solutions such as simplified checkout, mobile payments and flexible methods such as “Buy Now, Pay Later” (BNPL), offer more autonomy and convenience to consumers. In Brazil, BNPL adapts to the cultural model of installment purchases, providing an experience aligned with local preferences.

Payment data integration has been touted as a powerful tool for retailers to understand consumer behavior and implement more effective loyalty actions.By offering methods aligned with regional preferences, retail can create impactful experiences and seize new market opportunities.

In Brazil, Evertec stands out as one of the leading fintechs driving the evolution of retail with advanced payment solutions. Its technologies promote more autonomy and efficiency for retailers, allowing integrated and personalized shopping journeys that strengthen the connection between consumers and brands.

Participating in an event of this magnitude shows us how technology adoption is advancing rapidly, bringing more agility, information and autonomy to retailers and consumers. This evolution is fully aligned with what we seek in our solutions: offering flexibility for companies to enhance the experience of their customers, increase interaction with their brands and strengthen loyalty. We simplify the retail approach to payments, integrating convenience and security in each transaction, to create business opportunities and differentiated experiences.

NRF 2025, an event that took place in New York and came to an end last Wednesday (14), reinforced that the future of retail depends on the convergence between technology, experience and purpose, with the consumer at the center of all strategies. As a protagonist in this scenario, Evertec remains committed to empowering companies with tools that connect innovation and excellence, helping retail to face the challenges of an increasingly dynamic and competitive market.