The retail market begins 2025 with optimistic growth prospects. According to the Consumer Goods and Retail Outlook 2025 report published by the EIU, a global increase of 2.2% in sales is projected — the highest positive rate since the beginning of the decade. This promising scenario is based on the implementation of new technologies, such as channel integration and artificial intelligence, combined with changes in consumer habits.
Following the same perspective, a study published by consulting firm Cognizant indicates that by 2025, consumers will increasingly view the assistance of technology, such as the use of digital assistants and chatbots, more positively in their search for more relevant offers. According to Julio Bastos, Chief Commercial Officer ofMission Brazil, the largest rewarded services platform in the country, the expectation is that the public will be more willing, including, to share personal data, as long as this results in personalized and convenient experiences with retailers and big brands.
"Retail in 2025 will be more connected, efficient, and conscious. New technologies, combined with consumer demands for personalization and sustainability, will shape the way we buy and sell," says the executive. With that in mind, the specialist listed the five main trends for the retail sector in the coming year. Confira:
- E-commerce and omnichannel
Brazilian e-commerce is expected to continue its rapid expansion. Driven mainly by the pursuit of convenience, the integration between physical and digital stores is seen as an essential step. Furthermore, seamless and barrier-free experiences across purchase channels will be increasingly valued by consumers. "Omnichannel is the key to providing a consistent and efficient experience, regardless of the purchase channel," says Bastos.
- Artificial intelligence and automation in customer service
In addition to chatbots, AI will play a central role in all stages of the purchasing journey. "This automation will help optimize inventory management, forecast demand, and improve the customer experience with quick and accurate responses," explains the executive. For him, investing in AI means anticipating needs and optimizing processes intelligently.
- Sustainability and conscious consumption
A Nielsen study from 2022 reveals that 65% of Brazilians prefer to buy from companies that adopt eco-friendly and socially responsible practices. This movement for conscious consumption has been driven especially by Generation Z, which sets trends worldwide. Therefore, transparency and environmental responsibility will be decisive factors in consumers' choices. "The commitment to sustainability will be an undeniable competitive advantage," highlights the CCO of Mission Brazil.
- Personalization and consumption data
Collection, combined with data analysis, will be essential to providing personalized experiences. Product recommendations, exclusive discounts, and customized offers will be important strategies for customer loyalty. "Personalization creates a direct and efficient relationship with the consumer," complements Bastos.
- Social retail and e-commerce on networks
Social commerce will establish itself as one of the main ways to shop. The executive explains that social media will continue to be one of the main meeting points between brands and consumers. "In other words, online channels will enable direct transactions, while influencers and affiliates will play crucial roles in promoting and customizing campaigns," concludes Bastos.
