E-commerce Retail Trends in 2025

After a year of dealing with inflation and steadily rising prices, it isn’t surprising that consumers are hesitant to spend more money. With another year of slow growth likely on the horizon, that hesitancy looks like it will probably continue into the new year. 

According to a Gallup poll, around 8 in 10 US adults think that 2023 will be a difficult year economically. However, a more cost-conscious consumer can be an opportunity for retailers. It’s likely this year that people will look for ways to save cash while getting those products and experiences they crave.

In fact, studies show that going into 2023, 46% of consumers are excited to spend money on things they weren’t previously able to do during the lockdown. While that may include a lot of experiences, retailers creating products used for those experiences can benefit too.

So, what do consumers and platforms expect in 2026 — and how can your e-commerce business stay ahead?

Let’s break down the key trends driving the future of online retail — and how 4PL logistics can help you turn them into opportunities.

Explore more: Wayfindr’s E-commerce Logistics Services

Key e-commerce trends in 2025

Retail media is the new digital shelf

Applications like Instagram have been major catalysts in the steadily rising popularity of mobile shopping; social media sites like Pinterest and Twitter even have “buy” buttons that allow you to purchase products without even leaving the site. 

Retail media — advertising directly on e-commerce marketplaces like Amazon, Shopee, Lazada, and TikTok Shop — will account for over 25% of global digital ad spend by the end of 2026. Brands must optimize listings, run performance ads, and leverage AI to win visibility.

Tip: Prioritize product data quality, feed management, and conversion-optimized content.

There are dozens of tools that exist to help you market on social media, and endless tactics you can use to attract customers through social platforms. The best place to start is with a plan and clearly set intentions using the following steps:

1. Set clear goals for your social media marketing and identify important KPIs to keep track of.
2. Conduct market research to help tailor content to your audience.
3. Research your competitors to figure out what you can learn from their campaigns and where you want to differentiate your brand.
4. Decide which socials you will use based on your unique needs.
5. Create meaningful and attractive content.

From “Buy Now” to “Buy Smart”: Value-driven spending dominates

Consumers in 2025 are more informed, more demanding, and less impulsive. They expect value for money, personalized offers, and ethical practices.

According to global surveys:

• 71% of Gen Z shoppers say they actively avoid brands with unclear sustainability policies.
• 64% prefer retailers that offer transparency in delivery and returns.

Your Move: Focus on product quality, transparency, and real-time order visibility — enabled by smart logistics.

Hyper-personalization becomes table stakes

With AI-powered CRMs and CDPs becoming the norm, retailers must go beyond “recommended for you.” Personalization in 2025 means:

• Predictive replenishment offers
• Dynamic pricing based on behavior
• Personalized fulfillment options (green, fast, flexible)

Emerging markets drive volume growth

Southeast Asia, LATAM, and MENA continue to outpace mature markets in e-commerce growth. Vietnam, Indonesia, Egypt, and Mexico are now top 10 fastest-growing retail e-commerce markets.

Some studies estimate that in parts of Latin America and South East Asia, e-commerce could grow by as much as 17 and 20% over the next 5 years, respectively. As the economies in these regions grow, so will the spending power of your customer base. 

To serve these regions profitably, brands must:

• Localize payments and checkout
• Optimize cross-border shipping and last-mile delivery
• Build trust with localized returns and support 

Related: Shared Networks and Insourcing, A New Trend For Brands

Green logistics becomes a brand differentiator

The push for increased sustainability in retail is happening thanks to younger consumers. In particular, Gen Z consumers are known to not only make an effort to shop sustainably for themselves; they are also influencing their parents and even grandparents to do so.

Given the discussion around the importance of offsetting carbon emissions and living green, it’s not surprising that those young people and their loved ones prefer to shop sustainably. The preference for sustainable shopping has become so strong that in 2022, Gen Zers’ willingness to spend more money on more sustainable brands was up 42% compared to 2021.

Assuring your products are made in a sustainable way requires an excellent knowledge of one’s own supply chain. Knowing if practices are sustainable throughout your supply chain can be challenging, but all you need is the right logistics partner to get it right.

Sustainability is no longer optional. By 2026, ESG regulations in the EU and APAC markets will require more environmental transparency from brands and logistics providers.

To meet consumer and regulatory demand, businesses are:

• Offering green shipping options at checkout
• Choosing carbon-neutral 4PL partners
• Implementing reverse logistics for circularity

Retailers need 4PL logistics to win in 2025 and later

To thrive in this increasingly complex environment, retailers must connect fragmented logistics, data, and partners under one roof.

That’s where Wayfindr’s (formerly CBIP) 4PL logistics solutions come in.

• As your retail logistics orchestrator, Wayfindr helps you:
• Meet sustainability goals through carbon-tracked logistics options
• Streamline global fulfillment with localized warehouse and delivery partners
• Gain full supply chain visibility via Anchanto-powered control tower
• Improve margins and CX with smarter inventory routing, returns, and last-mile delivery

Ready to scale your retail brand across borders with smarter logistics and higher margins? Book a free consultation with our experts to future-proof your operations in 2026 and beyond.