In 2024, the B2C eCommerce market continued to grow, consolidating itself as an essential pillar for the development of retail and the evolution of consumer habits in Italy. At the European level, B2C eCommerce turnover increased by 3% to EUR 887 billion, while in Italy more than 88,000 companies have started their own digital sales channel.
What, then, does 2025 hold in store for us? The prospects are promising: eCommerce is preparing to experience a crucial year, confirming itself as a rapidly transforming sector that is rewriting the rules of purchasing and interaction between consumers and brands.
In this article we delve into the expectations for 2025, exploring the main emerging trends, with a focus on logistics and delivery, aspects that are increasingly central to the evolution of e-commerce.
eCommerce growth continues in 2025
As anticipated, the outlook for 2025 is very promising. According to a Statista report, the global value of the eCommerce market exceeded USD 5 trillion in 2023 and is estimated to reach USD 7 trillion by 2025, and then exceed USD 8 trillion by 2027.
This growth is not only measured in terms of volume, but also in terms of quality: consumers are looking for increasingly personalised, fast and efficient experiences. In addition, sustainability and social responsibility are becoming key factors, pushing the industry towards innovations that meet these demands.
It is precisely these trends, which we analyse in detail in the following paragraphs, that will be the main drivers of change in 2025.
Key eCommerce trends in 2025
1. Social commerce and live shopping will continue to grow
In our analysis of the main eCommerce trends 2025, we cannot but start with the social platforms that are radically redefining the way we shop online. We give some numbers.
eMarketer predicts that social commerce sales in the US will exceed $100 billion in 2025, representing 6.6% of total eCommerce retail sales. Globally, an analysis by Whop estimates that social commerce will account for 19% of total eCommerce sales, up significantly from 9.7% in 2020.
Consumers, therefore, will be increasingly attracted to practices such as live shopping, i.e. interactive events where influencers or brands present products live, creating a more immersive shopping experience; and integrated purchases via ‘Buy Now’ buttons on social platforms, thus eliminating the need to go through external websites and making the shopping experience even more seamless.
Social commerce is emerging particularly strongly in emerging markets, where many consumers prefer to use social platforms as their main online shopping channel. In this context, social commerce and live shopping are trends to be closely monitored in 2025.
2. Sustainability becomes increasingly central for consumers
A recurring term when talking about eCommerce trends and eShopper demands is ‘sustainability’. A term that will also remain a priority for consumers and retailers in 2025.
According to a study by NIQ, 69% of consumers globally believe that sustainability is more important to them today than it was a few years ago. Shoppers, therefore, prefer brands that demonstrate a concrete commitment to the environment. This commitment takes the form, for example, of adopting more sustainable packaging made from biodegradable or reusable materials; and implementing environmentally friendly logistics practices, such as the use of electric vehicles for deliveries.
For this very reason, many eCommerce companies are already investing in green logistics solutions with the goal of achieving zero emissions by 2030, while many platforms are experimenting with ‘carbon-neutral’ delivery, offering customers the option of offsetting the emissions of their shipments.
3. Personalisation becomes more advanced through AI
E-commerce savvy eShoppers are looking for increasingly personalised experiences, expecting online stores to adapt to their needs. This challenge, far from easy for digital shops, finds a valuable ally in artificial intelligence (AI), capable of revolutionising the customer experience.
According to a study by Gartner, 75 per cent of eCommerce companies will adopt advanced forms of AI to personalise customer interactions by 2025. Platforms will thus be able to more accurately predict consumer desires through data analysis, using predictive models based on purchasing behaviour and past preferences. This will make it possible to offer increasingly targeted product recommendations, increasing conversion rates, and improve customer service through advanced chatbots and virtual assistants, capable of handling complex requests in real time.
A McKinsey study shows that companies leveraging AI for predictive analytics can improve sales forecasts by up to 50 per cent, while the adoption of advanced personalisation strategies can increase revenues by up to 15 per cent. Personalisation, therefore, emerges as a decisive element to stand out in an increasingly competitive market.
4. Deliveries are getting faster and logistics are getting smarter
In recent years, the growth of e-commerce has been accompanied by an increasing demand for ever faster delivery, a trend that remains central in 2025. In fact, speed of delivery continues to be one of the main expectations of consumers.
To meet this need, innovative solutions such as same-day deliveries, made possible by automated warehouses and advanced transport systems, are expected to become increasingly popular. Technologies such as drones and autonomous robots, already pioneered by giants such as Amazon and Walmart, promise to speed up delivery times while reducing environmental impact, especially in congested urban areas. Amazon, for example, has implemented micro-fulfillment centres in strategic locations to optimise logistics and minimise waiting times.
According to an analysis by Capgemini, 55% of consumers are willing to pay more for ultra-quick delivery, while a 2-hour delivery service would significantly increase their loyalty to a retailer. Fast and efficient last-mile logistics, therefore, not only improves the customer experience, but also encourages increased spending and loyalty.
Investing in smart logistics is therefore no longer just an option, but a necessity for companies that want to compete in an increasingly demanding market.
5. Continued expansion of Out of Home deliveries
Together with the growing need for increasingly fast and customised deliveries, innovative, practical and sustainable solutions such as Out of Home (OOH) deliveries, i.e. made at Locker and Pick-up Points, are gaining ground.
The preference for OOH deliveries is increasing rapidly in Europe. According to a DHL survey, the volume of parcels in their OOH network has grown by 25% year-on-year and 139% since 2019. In addition, 72% of buyers request the flexibility to change their chosen delivery option.
Surveys conducted by McKinsey also confirm this trend: in Germany, France, Poland and Italy, the total volume of the OOH market is expected to increase by 1.3 billion parcels by 2027, compared to only 200 million parcels expected for home deliveries in the same period. This would result in revenues of about EUR 9 billion in the OOH sector, an increase of 70 per cent compared to current levels, representing an annual growth rate of 15 per cent. In contrast, home deliveries show more moderate growth, with revenues expected to be around EUR 17 billion. Consequently, European parcel providers will have to consider the OOH segment as a strategic component to compete in the B2C market.
This trend is fuelled by several factors: the increased sustainability of these delivery methods, which reduce the number of trips and CO2 emissions; convenience for consumers, who can pick up their parcels when and where they like without time constraints; and savings for retailers, as Locker and Pick-up Points lower the costs of last mile deliveries.
In a market context increasingly oriented towards sustainability and flexibility, Out of Home solutions therefore prove to be a crucial opportunity to innovate and retain consumers.
The year to come, in brief
Returning to our initial question “What does 2025 hold in store for us?” we can briefly summarise that eCommerce in 2025 will be characterised by a strong integration of technological innovation, sustainability and customer-centricity. Emerging trends such as advanced personalisation, fast delivery and Out Of Home solutions will reshape the industry, offering increasingly seamless and convenient experiences.
It is crucial for industry players to anticipate these changes by investing in cutting-edge technologies and adopting sustainable strategies. Only in this way will it be possible to meet the expectations of increasingly demanding and aware consumers.
Don’t wait any longer: integrating Pick-up Points and Lockers into your eCommerce is a key move to respond to new consumer demands and to stay competitive. With GEL Proximity you can easily and quickly implement these innovative solutions in your online store, offering your customers flexible, fast and sustainable delivery options.
Take the first step into the future of e-commerce: start today!
