Published by Sue Johns-Chapman
Published Date 19.05.2025 
Brought to you by the UK eCommerce Awards in Association with Dark Matter
As we reflect on the first 6 months of 2025, the eCommerce landscape shows no signs of slowing down. From smarter tech to more socially conscious shoppers, the coming 6 months is sure to be packed with exciting shifts. Here at the UK eCommerce Awards, we’ve rounded up the trends that continue to make the biggest impact.
Big Data = Big Personalisation
Today’s shopper expects brands to know them. Big data tools help you tailor everything from recommendations to messaging. The result? A seamless, personalised experience that feels like it was made just for them.
Authentic Content & Reviews Matter More Than Ever
Trust is currency. User-generated content and employee brand ambassadors can speak louder than traditional ads. Employees live and breathe your brand, and customers love that kind of authenticity.
Today’s savvy shoppers also want real, relatable reviews. As influencer culture blends with authentic user-generated content, shoppers expect real-life reviews, video testimonials, and customer stories to take centre stage.
Video Continues to Make an Impact
Short-form video content continues to dominate, and smart brands are using it everywhere. From snappy product showcases to behind-the-scenes stories. Videos are social proof for customers and perfect for social media.
Accessibility Isn’t Optional
In a truly inclusive digital world, accessibility should be built into every online shopping experience. From screen reader compatibility and keyboard navigation to colour contrast and font size options. Accessibility is good business and ensures that everyone can engage with your brand.
AR and Try-Before-You-Buy
Tech meets experience in 2025. Augmented reality (AR) is turning heads with “try before you buy” features. From virtual fitting rooms to home decor previews AR is fun, memorable, and boosts confidence in the buying decision.
Combining the Online and Offline Experience
“Research online, purchase offline” is the new normal. More brands are creating multi-channel experiences that guide customers from digital discovery to physical stores.
Brands that successfully align inventory, reviews, and customer history across platforms to create a truly connected shopping journey are feeling it at checkout. A seamless, consistent experience across platforms builds customer confidence and loyalty.
Sustainability as Standard
Sustainability is now a necessity. Consumers, especially younger generations are careful with their spending power, and they want ethical practices as a baseline. This goes beyond eco-packaging to responsible sourcing, fair labour, and full transparency.
AI and Chatbots: The Helpful Kind
Artificial Intelligence is making the shopping experience smoother, smarter, and more personal. From AI-powered product recommendations to interactive chatbots that offer multilingual support 24/7, it’s all about meeting your customers where they are.
Evolving Payment Options
While credit and debit cards are still widely used, flexible payment options like PayPal, Apple Pay, and Klarna continue to grow in popularity. Offering multiple ways to pay adds convenience and that means more completed checkouts.
Omnichannel Still Reigns Supreme
Let’s start with the obvious: smartphones remain the MVP of online retail. In 2025, being mobile-optimised is essential. Whether it’s lightning-fast load times or thumb-friendly design, your mobile experience can make or break the sale.
Live shopping events on social platforms are gaining traction, while marketplaces continue to dominate. The key? Meet your audience where they are with the right message, at the right time.
Final Thought: 2025 Is All About Experience
The future of eCommerce isn’t just about what you sell your competitive edge is about how you make people feel. A smooth, ethical, personalised experience is your secret weapon.
And if you’re leading the way with innovation, creativity, and customer-first thinking, we’d love to hear from you. Enter the UK eCommerce Awards 2025 and show the industry what you’re made of!
