Innovation and heated trade: what to expect from retail in 2025?

After a 2024 marked by significant changes, driven mainly by the advancement of new technologies, the integration of buying channels and the improvement of artificial intelligence (AI) as a sales tool 'OD, retail enters 2025 with even higher expectations. 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 figures reflect a booming market transformed by structural changes in the way we buy and sell.

One of the main protagonists of this transformation will be the greater integration between physical and digital channels. The omnichannel model, which has been gaining space for a long time, should further consolidate its position as an essential strategy by retailers. According to estimates by Euromonitor International, online sales will represent 30% of the total retail in Brazil by the end of the year. This preference requires retailers to invest more and more in fluid experiences, which unify the physical and digital environment, offering convenience and consistency at all stages of the purchase journey.

At the same time, AI and automation must redesign industry operations. From chatbots in customer service to demand forecasting and efficient inventory management, technology has proven to be a powerful ally. It will be responsible for more assertiveness, optimizing processes and anticipating needs, and, of course, ensuring greater agility.In an increasingly competitive scenario, retailers that focus on these tools will have a significant differential compared to competitors.

Another crucial point is personalization. The support of consumer data to create unique and relevant experiences will be an irreversible trend. Consumers are increasingly open to this practice. A global study by Cognizant consultancy points out that this year, the public tends to allow digital assistant services, such as chatbots, to assist them in identifying relevant offers. However, it is essential to highlight that this willingness to share personal information only remains when it results in concrete benefits, such as exclusive discounts and tailored recommendations.

Sustainability also occupies a central place in the sector horizon. Today, customers, especially generation Z, demand transparency and environmental responsibility of brands. A Nielsen study reveals that 65% of Brazilians prefer to buy from companies with sustainable practices.For 2025, the commitment to sustainability should represent much more than a differential, but a basic requirement to remain relevant. 

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 the way brands connect with their audience.Proof of this is that, increasingly, platforms are willing to offer an environment conducive to personalized experiences and facilitated mass marketing, combining the convenience of digital shopping with digital influence.

In summary, 2025 will be a year in which retail will become more connected, efficient and aware. Emerging technologies, added to the growing demands for customization and sustainability, will shape the sector. For retailers, the key is to embrace these trends and adapt to the new demands of consumers as quickly as possible. After all, today it is not just about selling products, but creating experiences that really matter.