Global E-commerce Trends in 2025: Opportunities & Challenges
Global E-commerce Trends in 2025: Opportunity
In 2024, e-commerce saw major changes, especially with AI. New technologies, shifting markets, and evolving consumer expectations create opportunities and challenges for online retailers.
In 2025, e-commerce will reflect a hybrid shopping experience where customers seamlessly switch between online and in-store purchases. To stay competitive, brands must offer personalized recommendations, excellent service, and a great customer experience or risk losing customers.
Global AI in E-commerce Market Overview
In 2024, the global AI in e-commerce market was valued at $7.3 billion and is expected to grow and reach around $17.33 billion by 2028, growing at a CAGR of 24.3% during the period 2024-2028.
AI presents a significant opportunity for eCommerce, enhancing customer engagement through personalized recommendations and targeted marketing, with eCommerce expected to become even more advanced in predicting intent and adapting to real-time behavior.
This evolution builds on data-driven personalization, with 31% of customers more likely to stay loyal when their shopping experience is personalized.
E-commerce Market Share
E-commerce sales have become increasingly important in retail, accounting for around 17.3% of global retail sales in 2024, with forecasts predicting that e-commerce sales will reach around 21.3% by 2029.
This growth presents a significant opportunity for businesses driven by M-commerce, social commerce, and faster delivery innovations. With rising internet penetration, digital payment adoption, and seamless omnichannel experiences, businesses leverage global demand, cross-border eCommerce, and DTC models to boost revenue and enhance customer engagement.
Top E-commerce Categories
In terms of revenue in 2024, Electronics continued to be the leading e-commerce category with around $922.5 billion, followed by Fashion ($760.0 billion), Food ($460.1 billion), Beverages ($248.7 billion), and DIY and Hardware ($2202.2 billion).
Several e-commerce categories indicate significant growth potential, including electronics, driven by robust demand for gadgets such as smartphones and laptops, and fashion and apparel, fueled by the rise of sustainable and inclusive brands.
Food and beverages are experiencing rapid growth, especially in online grocery shopping, as consumers seek convenience and healthier options.
Global E-commerce Trends in 2025: Challenges
Frauds Faced By E-commerce Merchants
Merchants are experiencing more fraud attacks than in previous years, with the top two types—refund/policy abuse and first-party misuse—impacting nearly half of merchants globally.
These fraud threats are particularly challenging to address, as they typically occur post-purchase when customers or fraudsters attempt to obtain goods or services for free.
E-commerce Logistics and Operation Challenges
In 2023, more than half of supply chain professionals reported that meeting consumer expectations of both free (58%) and fast (53%) delivery was a significant challenge.
Additionally, profitability amidst rising rates and surcharges was identified as the third most significant challenge for respondents (45%).
Market Snapshot
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Data Sources: Statista, Precedence Research, Emarsys, and others
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