5 trends for e-commerce and digital platforms in 2025

By the end of January, The prospects for e-commerce in the coming years have become increasingly solid.. Online commerce is one of the most prominent segments, with 56% of Brazilian consumers stating that they make more purchases online than in physical stores, According to a survey by Opinion Box,. 

Pointing the same way, The Global Payments Report of 2022, from FIS, reveals that the online sales market has an expected growth of 55,3% until the end of next year, crossing the $8 trillion barrier in transaction value.. In Brazil, The scenario is the same., with a projected growth of 95% in the period, It could reach $79 billion.

According to Renato Avelar, Co-CEO ofA&EIGHT, high-performance end-to-end digital solutions ecosystem, the beginning of the year represents a milestone for e-commerce to seize the opportunities of the next cycle. This moment of transition is crucial to plan and implement changes that meet consumer expectations.. Assessing the market in advance, brands that invest in innovation, personalization and responsible practices will be more likely to lead the sector in 2025, opine. 

Thinking about it, The executive listed the 5 main trends for the e-commerce market in 2025 and that should also be followed for other years. Check it out:

Return of pragmatism in decision-making

The high overall cost of capital acquisition has a large-scale impact on retail, and decisions will increasingly be guided by the guarantee of a return on investment. ⁇ There are many disruptive technologies and innovative methodologies, But executives should focus on what actually changes the pointer of their e-commerce., Always looking at the last line., that is, the key factor that actually has a significant impact on turnover or the arrival of new customers;, explain Avelar. 

Retail media as a profitability lever

Turning traffic into revenue is essential and for that retail media is essential., as it takes advantage of physical and digital infrastructures to sell advertising space to brands, generating high-margin revenues and optimising the use of primary data, highlights the executive. That is to say, Retailers expect a 10% increase in revenue from retail media.. However, the contribution margin from this source may exceed 6%, What has the potential to double the profit of a retail operation with just a 10% increase in revenue?, being highly profitable and beneficial to the brand as a whole. 

Omnichannel focused on loyalty

Omnicity is another strong point for retail in the coming years., especially in 2025. Avelar details that this channel integration contributes to customer loyalty, who are able to have a wider range of options to search for products and complete their purchase. However, the focus on loyalty requires a robust and integrated CRM, with a single data source and a ‘composable marketing ⁇ approach, which means "combinable trade, that is, is a modular approach to building and enhancing online stores enabling consistent and personalized experiences across all channels, According to the co-CEO. 

In this way, e-commerce will be able to use specialised systems and pay only for the use of services they actually use in the operation, optimising processes and costs, finish it. 

AI for process automation

Artificial intelligence today already has an important role in e-commerce, But the trend is that technology will take on an even greater role in the personalization of care in 2025., an essential element for brands to win over and retain customers. According to Avelar, The market is waking up and understanding that AI isn't just for chatbots.. Artificial intelligence will be key to automating complex integrations and standardising data, improving operational efficiency and optimising stocks, marketing and customer service, explain him.  

Union of retailers, creation of digital catalogues and investment in own channels

In the digital environment, It is already possible to observe the movement of large retailers who have joined forces, integrating seller catalogues to offer greater variety and compete with global marketplaces, creating a stronger and more efficient network, like for example Magalu and AliExpress. Currently, marketplaces account for approximately 75% of the national e-commerce market, which shows the strength and impact of the sector in the country. 

For Avelar, marketplaces in the country have been built on a basis similar to that of an oligopoly, dominating the sector and defining trade. Brands that sell on marketplaces realize that situations are becoming increasingly unsustainable, that is, Being a seller is being at the mercy of high rates., of unsustainable profitability models and the loss of the greatest asset that an e-commerce can have which is the customer , reflects the executive, which complements, Retailers and brands are starting to perceive this topic as risk and loss of equity.. Marketplaces typically account for more than 60% of e-commerce online sales, and 40% of sales or less, are own channels. Therefore, for the companies to take back control, They need to reverse that., better distributing its catalogue among the marketplaces, in a diluted manner and by increasing investment in own channels;, concluded the expert