If you feel like the world around you is moving at lightning speed, you’re not alone. Welcome to 2025, where online shopping trends evolve so quickly that it’s hard to remember a time before same-day delivery, in-app shopping, or AI chat assistants that finish your sentences. What started as a simple way to avoid crowded malls has exploded into a global phenomenon that redefines convenience and customer expectations with every passing year.
And it’s not just the pace of innovation that’s staggering; it’s how seamlessly these changes integrate into our lives. From the moment we unlock our phones to the second we receive that “your order has shipped” notification, the digital world adapts and improves, often before we even realize what we want.
As we traverse the twists and turns of online shopping, hybrid experiences, and AI wizardry, it’s clear that staying ahead in digital commerce means keeping an eye on the trends shaping the industry. Let’s take a look at the top five online shopping trends in 2025.


1. Hybrid, omnichannel shopping experiences
Despite our focus on digital experiences, it’s important to acknowledge that the pandemic days of pure online shopping as the dominant retail model are behind us. In 2025, consumers expect a hybrid approach that combines the convenience of online browsing with the tactile satisfaction of in-store experiences.
This trend toward hybrid shopping is rapidly becoming the norm. Ninety-three percent of shoppers planned to mix digital and physical channels this past holiday season, according to our research.
Services like Buy Online, Pick Up In-Store (BOPIS) are also increasingly popular because they offer the perfect blend of speed and convenience; shoppers can browse and purchase products at their leisure, then pick them up in-store without waiting for shipping or worrying about porch pirates.
Our survey found that 60% of consumers have utilized a hybrid service like BOPIS, with many citing it as a key factor in their shopping decisions.
Whether it’s the immediacy of picking up a product on the same day or the ability to examine items in person before committing to a purchase, hybrid shopping meets consumers where they are. A strong online presence with detailed product information and intuitive navigation is just as important as well-trained in-store staff and efficient pickup services.

2. Shoppers focus on sustainability in 2025
Here’s a jaw-dropper: in just four months, the amount of cardboard packaging used in the U.S. could pave a mile-wide road all the way from New York City to Los Angeles three times.
As the Doomsday Clock looms at just 90 seconds to midnight, many people feel they can no longer turn a blind eye to wasteful packaging or unsustainable shipping and are actively choosing brands that prioritize eco-friendly packaging, carbon-neutral delivery, and second-hand marketplaces.
Eighty-two percent of consumers prefer sustainable packaging, and 59% of millennials are even willing to pay extra for products made with the planet in mind.
Meanwhile, the resale market is booming, with its value expected to hit $100 billion by 2026.
The message from the market is clear: shoppers want to feel good about what they’re buying, and that means guilt-free purchases that won’t contribute to overflowing landfills. If your brand is still stuck on excessive packaging or doesn’t have a plan to go greener, you’re risking more than just bad press; you’re losing customers.
There are plenty of ways to step up to this 2025 online shopping trend. Embrace the circular economy by offering resale options or trade-in programs. Swap out wasteful packaging for biodegradable materials. And don’t be shy about letting your customers know what you’re doing to make a difference. Not only does sustainability help the planet, but it’s also a powerful way to win loyalty and stand out in a market where consumers are choosing brands that care.
How to make sustainability in the retail industry a reality
Forty-six percent of consumers believe that a retail brand’s sustainability record is an important deciding factor for whom they’ll do business with. Here are three ways retailers can become the sustainable choice customers look for.

3. Mobile + social commerce remain hot online shopping trends
If you’ve been overlooking mobile and social commerce, it’s time to pay attention. Shoppers today are more glued to their phones and their favorite apps than ever before, making mobile and social platforms the hottest spaces for e-commerce growth.
Mobile commerce alone was expected to account for 43% of total retail e-commerce sales by the end of 2024, with total sales in this category projected to surpass $710 billion in 2025.
Consumers crave shopping experiences that are easy, enjoyable, and fast. Mobile apps and social media platforms like Instagram and TikTok are stepping up to deliver just that, becoming go-to destinations for seamless browsing and purchasing. A quick swipe or tap now often leads directly to checkout, combining convenience with instant gratification—and instant sales.
Mobile also supports the growing trend of hybrid shopping experiences. According to PwC, more than 40% of consumers like using a retailer’s app or website to locate a product before heading to the store, bridging the gap between digital and physical shopping.
This means retailers must invest in an optimized mobile presence. A great app is a loyalty builder, creating a streamlined experience that keeps customers coming back. Integrating features like in-app checkout and leveraging social commerce opportunities can make all the difference in capturing modern mobile-first shoppers.

4. Personalizing the online shopping experience with AI
This may be bad news for those of you who are tired of hearing about AI, because fortunately or unfortunately, it’s not going anywhere. AI is becoming a bigger part of our shopping experiences not because it’s trendy, but because it actually works.
Imagine you’re reading an article about the easiest houseplants to take care of for beginner gardeners. A couple of days later, you get served up a sponsored Instagram post of a local business that sells self-watering planters and a plant care guide for beginners. That’s AI using what it knows about you to make your shopping experience easier (and maybe save you from overwatering yet another fern).
PwC research found that half of all consumers trust AI to make accurate recommendations, and as tools like ChatGPT and other AI-enabled tech become more commonplace, that trust will grow.
So yeah, AI might be everywhere, but it can make things better—whether you’re a fan of it or not. It’s turning shopping into something smarter, smoother, and a lot more enjoyable. And really, who doesn’t want a shopping experience that actually feels like it’s made for them?
Using AI in customer experience for better, more personalized engagement
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5. In 2025, shoppers favor brands they can trust
In a market dominated by low-cost, online-only giants like Shein and Temu, competing on price alone can feel like an uphill battle. But despite the popularity of these budget businesses, many shoppers aren’t just looking for the cheapest deal, but for brands they can trust.
In fact, trust and connection often outweigh competitive prices, with customers 3.8x more likely to spend more on brands they consider highly reliable.
While fast-fashion giants excel in convenience and affordability, they often lack the personal touch and ethical values that drive lasting customer loyalty. To compete with low-cost competitors, brands and retailers must focus on creating meaningful connections, delivering personalized experiences, demonstrating a commitment to ethical practices, and consistently showing genuine care for customers.
Ultimately, trust is a brand’s most valuable asset. Once earned, it can transform one-time buyers into lifelong advocates, ensuring your brand’s success.

Keeping up with online shopping trends
As we settle into 2025, we’re already seeing trends like these reshape the way consumers interact with businesses. While these changes bring new challenges, they also open the door to incredible opportunities for those willing to adapt and innovate.
Success in this fast-changing e-commerce world lies in understanding what customers truly value, whether that’s seamless omnichannel experiences, guilt-free buying, a sense of connection and trust, or all of the above. By staying on top of these shifting priorities and embracing technologies and strategies that improve customer experience, brands and retailers can carve out a lasting path to growth.
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