Introduction
Five years after the pandemic reshaped the retail landscape, a new consumer reality is emerging. In 2025, 46% of shoppers plan to increase their visits to physical stores, while only 31% of consumers plan to increase their online purchases.
This shift signals a pivotal moment: The growth of ecommerce is no longer about digital dominance but about mastering omnichannel strategies that seamlessly integrate online and offline experiences. Retailers now face a dual challenge: meeting the demand for innovation while delivering consistency across channels.
This evolving landscape demands agility, creativity, and a deep understanding of consumer expectations. Are you ready to navigate this new era? This report unpacks the forces driving ecommerce in 2025, offering actionable insights to help businesses adapt and thrive. Structured into three key sections it provides a roadmap for staying competitive in a rapidly changing market:
Section 1
An Online Inflection Point: Adapting to a New Growth Reality
In 2025, the ecommerce industry is hitting a new turning point. After years of rapid growth, fueled in part by the pandemic, things are starting to level out. Shoppers’ habits are changing, and the industry isn’t just settling—it’s evolving. To stay ahead, businesses need fresh ideas, flexibility, and a unified approach to commerce.
The Forces Reshaping Ecommerce
In 2025, the ecommerce industry is hitting a new turning point. After years of rapid growth, fueled in part by the pandemic, things are starting to level out. Shoppers’ habits are changing, and the industry isn’t just settling—it’s evolving. To stay ahead, businesses need fresh ideas, flexibility, and a unified approach to commerce.
1. The Ecommerce Market is Maturing
The ecommerce market is maturing, especially in developed regions like North America and Europe. Online retail growth has moderated. Annual increases are holding steady in the mid-to-low single digits. 84% of the ecommerce businesses surveyed reported growth in 2024, but at an average of 5.6%. That's a solid performance, but not the double-digit gains of previous years.
2. Omnichannel is the New Normal
The widely anticipated "permanent shift to online" has not arrived. Physical retail has rebounded, with younger shoppers embracing a seamless mix of online and in-store shopping (Fig 1).
• 54% of consumers plan to shop more in-store in 2025, compared to 31% increasing online purchases.
• Younger consumers under 35 expect great experiences wherever they shop.
Consumers under 35 have embraced a seamless approach to shopping, expecting great experiences both online and in-store.
The pandemic boosted their use of both channels (Fig. 2), proving that successful retail strategies now require mastering omnichannel complexity rather than choosing between digital and physical spaces. The pandemic’s impact is the rise of more sophisticated omnichannel strategies. The era did not lead to the growth of online retail at the expense of the physical, as many anticipated.
There’s every reason to believe the trend will intensify in 2025. This fluid shopping habit is a challenge for online retailers without a physical presence.
3. Rising Costs Challenge Margins
Rising costs throughout the entire ecommerce process, from acquiring new customers to fulfilling orders and handling returns, are squeezing profit margins more than in recent years.
While the need for fast, flexible, and affordable delivery remains crucial, the financial challenges associated with meeting these demands are increasing. Retailers are now focusing on reducing costs, improving operations, and emphasizing profitability alongside growth.
Streamline for Savings: Improve inventory, explore automation, and use Metapack for discounted rates to reduce operational costs.
4. Competition is fiercer than ever
Players like Temu, Shein, and TikTok Shop are reshaping the landscape with aggressive pricing and innovative customer engagement. Traditional brands must work harder to stand out. As a result, they’ve captured market share from established players. Modern brands need to work harder to differentiate themselves and retain value-conscious customers.
5. Consumers are more selective
Finally, while macroeconomic pressures are easing, consumers remain cautious. Today’s shoppers are cautious and favor value, trust, and seamless experiences. They expect more from brands and won’t hesitate to switch if expectations aren’t met. Together, these five forces reflect the market’s emerging preferences. Cost remains the main priority for shoppers, but its importance has eased slightly. Consumers increasingly value speed, convenience, and flexibility, too.
📥 Download the report now to uncover how ecommerce is reshaping retail demand.
Section 2
Key growth drivers for ecommerce in 2025
This section examines five critical themes shaping ecommerce and delivery through 2025. Retailers can leverage these themes to unlock growth, stand out, and navigate a shifting ecommerce landscape.
The AI Advantage: Driving Growth Through Digital Transformation
Generative AI and advanced digital tools are no longer optional—they’re critical for driving growth and improving customer satisfaction.
Retailers embracing these innovations (Fig. 8) are already seeing measurable results in sales, efficiency, and customer experience.#
Bridging the gap: unlocking logistics potential with smarter technology
Retailers have primarily focused their AI and digital-transformation investments on the pre-purchase experience, improving search, tailoring experiences, and enhancing marketing. These areas offer measurable returns, such as higher conversion rates (Fig 11, left), and have driven strong results in customer acquisition and engagement. However, there is a perception gap: Consumers identify the greatest potential for AI in post-purchase and delivery experiences. Features like real-time tracking, proactive updates, and hassle-free returns are far more valued than pre-purchase tools like tailored recommendations.
Meeting customer expectations is critical to building loyalty
Yet fewer retailers have invested in transforming logistics and fulfillment systems.
Upgrading fulfillment systems can be challenging and expensive, but integrated digital tools and predictive technologies offer significant opportunities to enhance post-purchase experiences. By meeting customer deliver expectations, businesses can build loyalty, improve satisfaction, and drive long-term growth.
Shift Focus to Post- Purchase Excellence
Consumers favor post-purchase features like real-time tracking, proactive updates, and seamless returns—areas where AI can make a significant impact.
Tools like Metapack and ShipStation empower retailers to deliver these experences by offering advanced delivery management, real-time shipment tracking, and streamlined returns solutions.
By aligning your AI investments with consumer priorities and leveraging platforms like Metapack, you can enhance customer loyalty, drive repeat business, and gain a competitive edge.
Marketplaces Momentum: Broadening Reach and Boosting Growth
Online marketplaces have become indispensable in ecommerce. In 2024, 83% of consumers made purchases on marketplaces, and their influence is set to grow. Nearly 48% of shoppers plan to use marketplaces more frequently in 2025, with adoption rising to 64% among Gen Z shoppers (Fig 15).
Marketplaces offer a unique opportunity for retailers to scale efficiently and tap into new customer bases. In an era of evolving consumer expectations, they have become a foundation for competitive, future-proof growth. Younger shoppers do a large part of their online spending in marketplaces.
Their key traits include:
• Frequent Buyers: Marketplace users shop online at least once every two weeks. This makes them some of the most active ecommerce participants.
• Price-Driven Decision Makers: Discounts and promotions attract young consumers, who spend a large share of their budgets on marketplaces. Competitive pricing is important — particularly during peak seasons and major shopping events.
• Speed Enthusiasts: Marketplace users favor fast fulfilment options like sameand next-day delivery.
Leverage Marketplaces to Scale
Expand your reach and diversify revenue streams by integrating your business with leading marketplaces. Focus on platforms that align with your audience and product category.
📥 Download the report now to read the rest of this insightful chapter about driving ecommerce growth using digital transformation.
What's in the rest of the report...
Social commerce: a catalyst for enhanced consumer engagement
Find out how social commerce is reshaping the retail landscape, merging social media and ecommerce into a seamless, interactive shopping experience. Platforms like TikTok and Instagram combine discovery, engagement, and transactions within a closed-loop system. Live shopping, influencer-driven recommendations, and user-generated content drive purchases, particularly among Gen Z, with 74% planning to shop via social platforms in 2025.
Marketplaces momentum: broadening reach and boosting growth
Learn about marketplaces being a cornerstone of modern ecommerce today with 83% of consumers using them in 2024 and 48% planning to increase their usage in 2025. Marketplaces attract younger, price-sensitive consumers with competitive pricing and fast delivery options. Retailers benefit from cross-border reach, operational efficiency, and diversified income streams without heavy investment.
Marketplace growth is driven by both consumer demand and retailer advantages. Shoppers enjoy vast assortments, competitive pricing, and seamless digital experiences. Retailers gain from scalability, trust through established platforms, and access to international markets. The rise of recommerce platforms like Vinted and Depop highlights the growing demand for sustainable shopping options.
Next-generation expectations: relevance, speed, and seamless delivery
Experiences are becoming more important than ever. Find out about younger shoppers, especially Gen Z, and how they are redefining ecommerce standards. Tailored offers, omnichannel experiences, and fast delivery are baseline expectations. If unmet, 62% of younger shoppers switch brands. Net satisfaction scores show Gen Z trails behind older generations, highlighting an urgent need for retailers to meet their demands.
Delivery and returns: the make-or-break factor
Delivery speed and flexible returns are pivotal for customer loyalty. Explore consumer expectations around deliveries, refunds and return options. Retailers that streamline these processes gain a competitive edge and boost retention.
What can retailers can do to close performance gap
Retailers can bridge performance gaps through tailored loyalty programs, premium delivery services, and streamlined returns. See how high-performing retailers use loyalty rewards to drive engagement and use premium delivery options to generate sales.
International expansion: seizing new growth horizons in 2025
Cross-border ecommerce offers significant growth opportunities, with many retailers planning to enter new international markets in 2025. Platforms like marketplaces facilitate easier entry into international markets by providing ready-made infrastructure and logistical support. Learn how localising services and leveraging AI-driven insights can help brands succeed abroad.
Section 3: Strategies for growth in a maturing market
Our final report section features strategies that include embracing social commerce, adopting a multi-marketplace presence, offering premium delivery services, and expanding internationally. Get the latest insitht on planning for 2025.
📥 Download the report now to access critical insights to succeed within the ecommerce landscape in 2025.
About this report
This report, produced by Retail Economics in collaboration with Metapack, delivers key insights from:
✅ A survey of 8,000 consumers and 400 senior ecommerce decision-makers across the UK, US, and EU.
✅ Proprietary retail data and economic modelling to analyse ecommerce trends and future opportunities.
✅ Regional market forecasts and sector-specific insights to help retailers benchmark their performance and plan their strategies.
The findings spotlight emerging trends such as AI adoption, the rise of social commerce, and the growing importance of unified delivery networks.
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