Retail market celebrates forecast for 2025

Brazil, January 2025: Global retail is expected to grow 8.4% per year through 2027, according to McKinsey data, while in Brazil e-commerce projects an increase of 18% in 2025, led by social commerce. Despite an expected slowdown to 2025, analyses presented during the largest global retail event in New York, NRF 2025, have reignited optimism in the sector.

Experts highlighted how technology, sustainability and innovative experiences are transforming the market.“Retail is no longer just about consumption.It is becoming an environment of real experiences and connections,”, says serial entrepreneur and entrepreneur Guy Peixoto, who has founded and led more than 11 companies in logistics, retail and energy.And yet,“as companies that balance innovation and environmental responsibility will have a competitive edge in the near future.”

Peixoto, author of the book 101 Essential Principles of Entrepreneurship 5 A practical guide that empowers entrepreneurs to expand their operations and diversify their portfolios BUT changes require entrepreneurs to rethink their strategies: “The retail of the future will be guided by clear purposes and the intelligent use of technology. It is not enough to just sell; it is necessary to delight, engage and respect the consumer and the planet.”

The integration between the physical and the digital has also been highlighted as an essential factor to engage consumers of Generations Z and Alpha. These generations demand personalized experiences, transparency and authenticity.Sustainability, the use of AI for customization and the creation of hybrid and gamified environments are also key themes to capture their attention.

Five Trends for Retail in the Next Years
1. Personalization driven by Artificial Intelligence (AI)

AI leads the retail revolution by delivering personalized experiences and automating processes.“Consumers want tailored solutions, and data analytics will be the main driver of this transformation,” comments Peixoto.

However, resistance to bot usage in Latin America is still significant, with only 17% of consumers feeling comfortable with this technology.This underscores the importance of strategies that integrate automation without losing the human touch, such as hybrid and personalized customer service.

2. Sustainability as a strategic differential
ESG practices and the circular economy are at the top of consumer priorities. According to Euromonitor, five million products with sustainability seals were registered in 2024, covering 11 sectors and 25 countries.

“Businesses that ignore sustainability will not survive,” warns Peixoto.In addition, consumers and in general value brands that prove their environmental practices with concrete actions, including products of high efficiency and transparency in ecological impact.

3. Accelerated growth of Social Commerce
Social networks are consolidating as sales platforms, combining entertainment and consumption. Data from the Brazilian Association of Electronic Commerce (ABComm) indicate that e-commerce in Brazil will grow 10% in 2025.

“Real-time interaction and direct engagement with consumers are redefining the relationship between brands and customers,” highlights Peixoto.For consumers, transparency, fluidity and interactivity are key pillars for loyalty.

4. Automation and autonomous operations
Automation is revolutionizing inventory and physical stores with technologies such as robots, self-checkout systems, and digital twins. Boxless stores, such as the Amazon Go model, illustrate how sensors and artificial intelligence can make shopping faster and more efficient.

Peixoto notes that “o Brazil faces challenges to implement these technologies affordably, but gains in productivity and reduced operating costs are undeniable.” Adopting automation in basic processes frees teams to focus on customer experience and strategic planning.

5. Physical stores as experience centers
Despite the digital advance, physical spaces remain crucial in retail, but with a new role: to offer immersive experiences and strengthen the emotional bond with brands.

These stores are becoming interactive environments where consumers can try products with augmented reality, attend events or even relax in integrated spaces, such as stores that combine coffee shops and living areas.“Physical stores need to be destinations, not just points of sale,” concludes Peixoto.

Retail is heading towards an increasingly dynamic future, where the integration of technology, purpose and innovation will be essential to serve more conscious and demanding consumers.The dilution of loyalty and the volatility of consumer behavior reinforce the need for agile and authentic strategies.

With optimistic outlook and a focus on transformation, the retail industry is poised to redefine its role on the global stage, delivering not just products but experiences that connect and inspire generations.