Article

7min read

From Search to Checkout: 10 Data-Driven E-commerce Trends for 2025 

E-commerce has completely changed the way shoppers interact with their favorite brands.

From the continued rise of mobile commerce to virtual-reality try-on tools and AI customer service, some consumer trends have proven to be evergreen while others fall out of fashion in a season. As e-commerce marketers, it can be hard to know when to chase a trend or stick to being consistent. 

To help you better understand the mind of today’s consumers, we’ve broken down 10 key insights for e-commerce from our 2025 global report. Based on feedback from 4,000 consumers across the U.S., U.K., France, Italy, and Australia, this snapshot reveals how people discover new products, engage with AI, make purchase decisions, and much more.

1. Google Search is the first place for discovery

When it comes to starting an online shopping journey, Google Search is still king. Nearly two-thirds (63%) of global shoppers begin their hunt for a new product or service with a Google search. 

This underscores the ongoing importance of SEO for e-commerce brands. If your product pages aren’t optimized, you risk missing out on a massive audience at the very first step of their journey.

2. Mobile takes over, but desktop still matters

By the end of 2024, smartphones accounted for nearly 80% of global retail site traffic and over two-thirds of online orders. Mobile is now the primary device for browsing and purchasing in categories like clothing, cosmetics, and entertainment. 

However, desktop still plays a significant role in sectors such as travel and utilities, especially among older generations. Brands should continue to prioritize mobile-first design, but not neglect the desktop experience—especially for high-consideration purchases.

3. Millennials vs. Gen Z: Mobile app habits

Generational differences are shaping the future of e-commerce. For Gen Z, mobile apps are the second most popular starting point for shopping (48%), just behind Google. Millennials, on the other hand, split their preference between apps and brand websites (both at 35%). This means younger shoppers are more likely to use apps for discovery, while Millennials are equally comfortable with apps and direct website visits. 

Brands need more than just a mobile presence to capture Gen Z’s attention. They need apps built for exploration, speed, and flexibility. With Feature Experimentation and Rollouts from AB Tasty, teams can continuously test and optimize in-app experiences without a full redeploy, ensuring their app evolves alongside user expectations.

4. Comparison shoppers lead the pack

Not all online shoppers are the same. Our research found that the most common shopper persona is “comparison-oriented”—30% of respondents compare multiple products before making a purchase. Only 11% identify as “speedy” shoppers who want to check out as quickly as possible. The rest fall somewhere in between, with 21% being “review-oriented,” 20% “confident,” and 18% “detail-oriented.” This diversity highlights the need for flexible site experiences that cater to different decision-making styles.

If one size doesn’t fit all, then understanding your audience is the first step to building experiences that truly convert.

5. Reviews are more influential than discounts or brand names

When it comes to influencing purchase decisions, high-quality reviews top the list globally. Shoppers trust peer validation more than discounts, convenience, or even brand names. Written testimonials and customer photos are especially valued, providing the authenticity and detail shoppers crave. 

Make sure your reviews are visible, filterable, and packed with real customer insights to boost trust and conversions.

E-commerce moves fast. Get the insights that help you move faster. Download the 2025 report now.

6. The pop-up problem hurting conversions

Think you’re converting more by hitting new visitors with an email sign-up pop-up right away? Think again.

Too many pop-ups are the number one frustration for online shoppers worldwide, followed closely by slow-loading websites and difficulty finding products. While pop-ups can be effective for capturing leads or promoting offers, overuse can drive customers away. Use them strategically and ensure your site is fast and easy to navigate to keep shoppers engaged.

7. Loyalty is the key to better personalization

Personalization is more than just a buzzword—it’s a key driver of customer satisfaction and loyalty. The top way to make online shopping feel more personal, according to 35% of respondents, is by rewarding brand loyalty. Remembering preferences and suggesting relevant products also rank highly. 

Brands that recognize and reward repeat customers with exclusive perks or early access to new products can turn shoppers into advocates.

8. AI adoption is growing, especially among younger shoppers

AI-powered tools like chatbots and virtual assistants are gaining traction, but there’s still room for improvement. Just under a quarter (23%) of shoppers have used AI tools and found them helpful, while 32% haven’t tried them but are open to it. Younger generations are more receptive: 32% of Gen Z and 30% of Millennials found AI tools helpful, compared to just 13% of Baby Boomers. 

To win over skeptics, brands need to ensure AI support is fast, relevant, and seamlessly integrated with human assistance.

9. Shoppers just want frictionless experiences

When asked what would most improve their online shopping experience, the top answer was simple: removing frustrations like pop-ups, bugs, and broken pages. Tracking shipping, improving product search, and speeding up the shopping process were also highly valued. 

Before investing in flashy features, brands should focus on getting the basics right—smooth, intuitive journeys are what keep customers coming back.

10. The gap between personalization and perception

Personalization is supposed to make shoppers feel seen—but only 1 in 10 consumers say their favorite brands truly “get” them. In fact, the most common answer was “somewhat,” as 39% of respondents said the messages and offers they receive are hit or miss. Another 34% said brands mostly deliver relevant content, but not always. For the majority, the digital experience feels inconsistent. 

When personalization doesn’t land, it can come off as surface-level or even off-putting. The takeaway? Personalization isn’t just about using data—it’s about using it meaningfully, so relevance feels intentional, not accidental.

Conclusion

The bar for digital shopping experiences keeps rising, and today’s consumers are quicker than ever to click away when expectations aren’t met.

From discovery to checkout, each step in the customer journey has the potential to shape customer loyalty and long-term value. Our 2025 E-commerce Consumer report dives even deeper into generational trends, regional differences, and actionable strategies for optimizing your digital experience.

Ready to future-proof your e-commerce strategy? Download our report “Decoding Online Shopping: Consumer Trends for E-commerce in 2025” now.

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Article

6min read

A New Era for Product Recommendations: AB Tasty’s Semantic Proximity Algorithm

Picture this: You’ve just launched a new product line, or maybe you’re gearing up for a themed campaign–think “Back to School” or a limited-edition collection. You want your customers to discover the right products, right away. But traditional recommendation engines are stuck waiting for data to trickle in, leaving you with generic suggestions and little control over what’s shown. For merchandisers, that’s not just frustrating – it’s a missed opportunity.

That’s exactly why we built AB Tasty’s Semantic Proximity Algorithm. Instead of relying on yesterday’s sales numbers, this new approach lets you craft relevant, business-driven product recommendations from day one. Whether you’re working with a fresh catalog or pivoting to a new campaign, you get the flexibility and control you need –  no waiting, no guesswork, just smarter recommendations tailored to your goals.

From Algorithm to Merchandiser Mindset

Most recommendation engines are just that – algorithms. But AB Tasty’s Semantic Proximity Algorithm is a paradigm shift: it allows your catalog to think like a merchandiser. Instead of passively waiting for data, it actively understands your products, your campaigns, and your business goals – giving your catalog a brain and putting you in the driver’s seat from day one.

Why Rethink Product Recommendations?

Traditional recommendation algorithms are built on analytics data – think Google Analytics or similar tools. These models can be effective, but only if you have enough historical data. What happens when you launch a new product line, a new brand, or want to activate a campaign around a specific theme (“Back to School,” “Harry Potter,” etc.)? Merchandisers are often left with little control, unable to quickly tailor recommendations to their business needs or campaign goals.

This is the challenge that inspired us to create the Semantic Proximity Algorithm: a tool that empowers merchandisers to launch relevant, business-driven recommendations instantly, even with zero historical data.

The Semantic Proximity Algorithm: A New Approach

AB Tasty’s Semantic Proximity Algorithm takes a fundamentally different approach. Instead of relying on analytics data, it leverages advanced Natural Language Processing (NLP) to analyze the attributes of your product catalog – such as product name, description, category, price, and even custom metafields. This allows the algorithm to identify products that are semantically related, regardless of whether they have ever been purchased together.

Key benefits include:

  • Fast ROI: Campaign launches, upsell, cross-sell
  • Instant setup: No need to wait for analytics data to accumulate. Recommendations are ready as soon as your catalog is integrated.
  • Total flexibility: Merchandisers can select and combine any catalog attributes to build strategies and adapt recommendations on the fly for seasonal events or business needs.
  • Full control and transparency: Preview and iterate on recommendations before going live, ensuring relevance and quality.
  • Adaptable for all expertise levels: The algorithm is as simple or as advanced as you need. SMBs can start with just product names, while advanced users can leverage dozens or even hundreds of attributes for highly customized strategies.

Previously, recommendation engines were blind – waiting for clicks, sales, and data to slowly trickle in before making generic suggestions.

AB Tasty’s Semantic Proximity Algorithm delivers instant, intelligent recommendations. As soon as your catalog is integrated, the algorithm “thinks” like a merchandiser – making smart, relevant suggestions based on product meaning, not just past behavior. No more waiting, no more guesswork -just instant, business-driven recommendations that adapt as quickly as you do

Unique on the Market

No direct competitor offers this level of semantic attribute selection and flexibility. While some platforms provide basic attribute filtering, none allow merchandisers to select and combine multiple catalog attributes to fine-tune recommendations. Most competitors still rely mainly on analytics and sales data, with only limited semantic analysis capabilities.

This is a true differentiator for AB Tasty, empowering clients to adapt their recommendation strategies to their unique business challenges – without being held back by data limitations.

How Does It Work in Practice?

The Semantic Proximity Algorithm is designed to be both powerful and user-friendly. Merchandisers can choose which attributes to use for each recommendation strategy  – whether that’s product name, description, category, price, or even custom fields like Shopify metafields. This means you can tailor recommendations for specific campaigns, themes, or business objectives.

For example, during a seasonal campaign, you might want to recommend products that share a common theme in their description or category, even if they’ve never been purchased together before. Or, you might want to upsell higher-value editions of a product by prioritizing price as an attribute. The algorithm allows you to preview and iterate on these strategies instantly, making it easy to adapt to changing business needs.

Upsell, Cross-sell, and Beyond with Product Recommendations

The flexibility of the Semantic Proximity Algorithm opens up new possibilities for both upsell and cross-sell strategies. For upsell, you can recommend alternative products that are not only similar but also more profitable. For cross-sell, you can suggest complementary items that enhance the customer’s purchase – think of the classic “chewing gum at the checkout” scenario, but tailored to your specific catalog and business logic.

This approach is especially valuable for businesses with large or complex catalogs, or those looking to launch new products and campaigns quickly. It’s also ideal for expert merchandisers who want granular control over their recommendation logic, as well as for SMBs seeking a fast, easy-to-implement solution.

Fun Facts & Unique Highlights

  • Did you know? This is the first AB Tasty algorithm that works directly from your product catalog–no analytics setup required.
  • Unique on the market: No competitor allows merchandisers to select and combine multiple catalog attributes (including custom metafields) to fine-tune recommendations.
  • Instant preview: You can see and iterate on your recommendation strategies before going live – perfect for adapting to seasonal campaigns or special events.
  • Scalable: The algorithm can handle catalogs with hundreds or even thousands of attributes per product.

Conclusion

AB Tasty’s Semantic Proximity Algorithm ushers in a new era for product recommendations: faster, more flexible, and more intelligent. Whether you’re an SMB looking for simplicity or an enterprise seeking advanced personalization, this innovation lets you transform the customer experience and maximize revenue from day one.

FAQs

Is this just another “black box” AI?

No. You control which attributes are used, can preview results, and iterate. It’s transparent and customizable.

What if the recommendations don’t make sense?

You can filter and combine attributes, set thresholds, and preview results before going live. Early feedback has led to rapid improvements.

Does it work with custom fields?

Yes! Any attribute in your catalog, including custom metafields, can be used.