Decoding Online Shopping: Consumer Trends for E-commerce in 2025

Think you know today’s online shopper? Think again.

In 2024, 17% of total retail sales worldwide were made online, and by 2029, online shopping is expected to surpass 21%. As digital shopping becomes even more ingrained in everyday life, brands must adapt to evolving consumer expectations and behaviors to stay ahead. 

What worked to draw visitors in yesterday isn’t guaranteed to work tomorrow. Standing out against your competitors means evolving to meet those new expectations at every step of the customer journey to both capture their attention and foster long-term loyalty. 

That brings us to this report. In Decoding Online Shopping: Consumer Trends for E-commerce in 2025, you get a look at how today’s consumers browse, buy, and come back for more.

AI-curious, not AI-committed.

of consumers haven’t tried using AI to help with shopping, but are open to trying it.

The topics covered in this report include:

• Consumer habits: Where do consumers start online shopping?
• Mobile vs Desktop: Which devices lead different e-commerce categories for browsing and purchasing?
• Influences: What factors do they consider when making a purchase?
• Frustrations: Why are carts left abandoned?
• Gamification: Are consumers souring on scratch cards, prize wheels, and other pop-ups?
• Personalization: What do they want from a more tailored shopping experience?

Gen Z shops where they scroll.

of Gen Z start their online shopping journey with mobile apps.

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