Looking ahead to 2025: Key trends and expectations

T

he year 2025 is set to be one where technological advancements continue to evolve, and companies refine their strategies to meet new realities. Here’s a glimpse of the key trends and expectations for the year ahead:

Net CO2 Optimization in E-commerce
Sustainability will remain a key driver, but in 2025, the focus will expand beyond just packaging and supply chains. Performance optimization will become a critical goal, with the aim of reducing the CO2 footprint of online stores. This means creating more efficient websites that consume fewer resources—think lighter JavaScript files, optimized images, and lower energy consumption on servers and customers' devices.

The Future of AI in Search Behavior
With the rise of AI tools like ChatGPT and Copilot, 2025 will likely mark the year when traditional search engines begin to lose ground. Increasingly, consumers will turn to AI as their primary tool for discovery, creating new opportunities and challenges for businesses to remain visible and relevant in these evolving search environments.

Social Commerce Goes Mainstream
Social media will continue to play a major role in the customer journey, but by 2025, social commerce is set to become even more prevalent. Consumers are already using platforms like Instagram and TikTok to search for inspiration and shop directly, bypassing traditional online stores. As Google's dominance wanes, these social channels will provide new opportunities for brands to differentiate themselves and connect with customers in fresh ways.

A More Pragmatic Approach to Architecture: Between Suite and Composable
The initial hype surrounding MACH architectures and composable commerce is expected to subside in 2025. Companies will increasingly seek pragmatic solutions that blend the benefits of both traditional suites and composable systems. This will lead to the rise of hybrid architectures that offer flexibility and scalability, without becoming overly complex or costly.

First-Party Data Becomes Essential
With the final phase-out of third-party cookies in browsers like Chrome and Safari, leveraging first-party data will be at the heart of every e-commerce strategy. Customer databases, CRM systems, and loyalty programs will be essential for maintaining personalized, relevant interactions with customers, without relying on external data providers.

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