Shoppers today are more informed and expect brands to keep up with them. They research before they buy, compare brands, and want businesses to align with their values – whether it’s sustainability, convenience, or pricing. If a brand doesn’t deliver on its needs, switching is just a click away.
That’s why staying ahead of shopper behavior is no longer a nice-to-have.
Today, we’re diving into the Klaviyo report “9 consumer-driven predictions that will reshape e-commerce in 2025.” These predictions aren’t just guesses – they’re what consumers tell us they want.
The power of consumer insights
Let’s be real – e-commerce is about selling products to people who have preferences, expectations, and frustrations. The brands that truly win? They’re the ones who listen, adapt, and stay ahead of what shoppers actually want.
Consumers today have endless choices. If they don’t feel understood, they move on—fast. According to a 2024 PwC report, 32% of customers will walk away from a brand after just one bad experience, even if they previously loved it. That’s huge. And it proves that understanding your customers isn’t optional—it’s the foundation of sustainable growth.
When businesses take the time to understand shopper behavior, the benefits are clear:
- Personalized experiences – 71% of consumers now expect tailored interactions, and companies that personalize well drive 40% more revenue.
- Better product development – If you know what frustrates shoppers, you can improve offerings before they start looking elsewhere.
- Higher conversion rates – Data from Epsilon shows that 80% of consumers are more likely to buy from brands that understand them.
So, the question isn’t whether e-commerce brands should focus on their consumers. It’s how well they can do it before competitors do. And that’s where shopper-driven predictions come in – because those who anticipate what’s next will always stay ahead.
Sneak peek: 9 predictions shaping e-commerce
Here’s a quick rundown of the biggest consumer-driven predictions redefining how brands sell – and how consumers buy.
- Consumers seek simplicity – shoppers are shifting toward quality over quantity. They prioritize craftsmanship, durability, and timeless designs over disposable trends.
- Unbundling enhances products in B2C spaces – the age of the “do-it-all” product is fading. Consumers prefer single-purpose products that deliver focused excellence.
- Self-care becomes even more essential – 88% of major beauty brands expect revenue growth as self-care becomes a daily priority.
- Consumers’ need for speed revs up – from faster deliveries to instant answers, today’s buyers expect brands to eliminate friction and streamline every step of their journey.
- Omnichannel: more imperative than ever – success is to blend both online and offline, so shoppers can engage however they prefer.
- AI makes trust table stakes for consumers – with AI-generated content on the rise, 60% of consumers are questioning what’s real and what’s not. Transparency is a must-have.
- Stronger consumer relationships hinge on dialogue – people no longer want one-way communication. They expect real conversations with brands.
- Local takes the lead – consumers increasingly favor local brands for their quality, authenticity, and deeper connections to the community.
- Loyalty programs experience a renaissance – loyalty isn’t just about discounts. Brands are using hyper-personalization, exclusive perks, and real-time rewards to keep customers engaged.
Get ready because these predictions are already happening. They are reshaping how businesses connect with consumers in 2025 and beyond.
01 Consumers seek simplicity
Online shoppers may rely on digital tools, but they’re rejecting disposable, trend-chasing consumption. Instead, they’re prioritizing quality. And it’s backed by data.
77% of consumers rank quality as one of the most important factors in their purchasing decisions, just behind price at 78%. People aren’t looking for more – they’re looking for better.
Accenture’s Life Trends report highlights how this desire for simplicity is reshaping everyday choices. Consumers are reducing digital distractions, embracing slower living, and valuing experiences over material goods. This shift is reflected in their purchases—think capsule wardrobes over fast fashion, timeless home decor over mass-produced trends, and investment pieces instead of throwaway items.
There’s even a nostalgia factor at play. Over 50% of U.S. consumers say they’re more likely to buy something if it evokes nostalgia (WGSN Future Consumer report). But this isn’t just about sentiment – it’s about the qualities these products represent: durability, thoughtful design, and reliability.
Action plan to focus on quality over quantity:
- Audit your product line – highlight craftsmanship and premium materials.
- Use AI-driven insights to understand what product features your customers love most.
- Leverage purchase patterns to identify products with strong lifetime value and loyalty.
02 Unbundling enhances products in B2C spaces
For years, versatility ruled the market. Consumers loved the convenience of smartphones, all-in-one beauty sets, and bundled service subscriptions. But now, the tide is shifting.
People are embracing single-purpose products that excel at one specific function.
Take parents, for example. Many are actively limiting screen time for their kids (Nature). Instead of handing them a tablet that does it all, they’re choosing basic e-readers for books, simple phones for calls, and separate learning tools. This trend is shaping Gen Alpha (born 2010–2024), who grew up with a more intentionally separated digital experience.
Gen Z and Millennials are also moving away from bundled products. A report from The New Consumer and Coefficient Capital shows that these consumers are less interested in pre-packaged beauty kits and more likely to mix and match products across different brands to find exactly what works for them.
For brands, this shift is huge. Consumers don’t want unnecessary features. They need products that do one thing exceptionally well.
Action plan to align with the shift toward specialization:
- Audit your product line – could any multi-purpose items be split into more focused, high-performing alternatives?
- Reframe limited functionality as an intentional, expert-driven design that delivers better results.
- Test offering previously bundled services separately for customers who want customization.
03 Self-care becomes even more essential
Consumers are actively prioritizing their well-being, both physically and mentally. And brands that understand this shift will thrive.
Just look at the numbers: 88% of large health and beauty brands and 91% of large wellness brands expect revenue growth in 2025. Plus, according to Ipsos Global Trends, 84% of consumers say they need to prioritize physical health, while 81% emphasize mental well-being.
What does this mean for brands? Self-care now extends far beyond traditional wellness products. It’s influencing buying decisions across home, fashion, food, and tech. Even luxury goods can tap into this trend by emphasizing craftsmanship, slow fashion, and emotional well-being.
Action plan to show consumers how your product supports wellness:
- Collect zero- and first-party data to understand customer wellness priorities (multi-step sign-up forms, link click tracking, and survey tools help).
- Use segmentation to personalize marketing for health-conscious consumers.
- Highlight self-care benefits in messaging – whether it’s about relaxation, productivity, or better sleep.
04 Consumers’ need for speed revs up
People expect everything to be faster – shipping, decision-making, problem-solving, and even self-improvement. If your brand can’t keep up, they’ll move on.
The demand for instant answers is reshaping content consumption. 68% of consumers say they’d engage more with brands that educate them through blogs and videos. But it’s not just about passive content. People want real-time interaction.
- 56% of shoppers use live agent support.
- 39% say instant SMS replies would make them more likely to sign up for a brand’s texts (Global Texting Takeaways report).
This means brands must transform product pages into information hubs. Customers want to learn, apply, and get results immediately, not only just buy things.
Action plan to make speed a competitive advantage:
- Use video demonstrations and interactive content to answer FAQs before they’re asked.
- Implement SMS-based customer support for instant problem resolution.
- Offer real-time chatbots and live agent options to improve the buying experience.
05 Omnichannel: more imperative than ever
Retail now makes online and offline work together. The numbers prove it: 69% of brands say their e-commerce website is their top revenue channel. But surprisingly, branded retail stores still rank ahead of other options in where consumers prefer to buy.
To win in 2025, brands must connect every touchpoint. Thus, a mobile app shouldn’t just display inventory – it should direct customers to nearby stores where they can try and buy. In this way, a physical beauty store shouldn’t just sell products – it should offer in-person tutorials, events, and expert consultations.
Action plan to create seamless cross-channel experiences:
- Map your customer journey across online and offline interactions to identify friction points.
- Centralize customer data to personalize offers and promotions across platforms.
- Use sign-up forms and loyalty programs to connect digital and in-store experiences.
06 AI makes trust table stakes for consumers
AI is changing the way businesses operate – no doubt about it. More than 80% of marketers say AI improves their productivity and performance (AI Trends Report). But while brands celebrate efficiency, consumers are becoming more skeptical.
See, 60% of consumers are questioning the authenticity of online content more than ever before. And the concerns go further – 57% believe technological advancements are ruining their lives. That’s a massive trust gap, and brands need to close it fast.
But here’s the opportunity: 63% of consumers are willing to pay more for a better customer experience. The brands that build genuine, transparent relationships will win. A supplement company might highlight ethical ingredient sourcing. A fashion brand could showcase fair labor practices with behind-the-scenes content.
Action plan to build honest, authentic connections:
- Show your process. Share how your products are made, tested, and sourced.
- Put reviews front and center. Use verified customer testimonials to strengthen credibility.
- Be transparent about AI. If AI assists customer service or content creation, be upfront about it.
Check out how AI and e-commerce cooperate in Germany.
07 Stronger customer relationships hinge on dialogue
Brands that treat customer communication as a monologue will get left behind. Today’s shoppers expect real back-and-forth conversations. AI plays a major role in this shift.
Three out of four consumers expect AI to become embedded in most aspects of their lives within the next decade (Dentsu’s The Year of Impact report). The challenge? Using AI to enhance relationships – not replace them.
Done right, AI can create meaningful interactions:
- It analyzes customer behavior to predict the best time and channel for engagement.
- It automates personalized responses, making consumers feel truly understood.
- It creates seamless experiences across different touchpoints, so conversations don’t feel disjointed.
The shift from transactional to conversational marketing makes brands feel more human – even when AI is involved.
Action plan to personalize with purpose:
- Unify your customer data so interactions feel connected across platforms.
- Use AI-driven messaging to continue conversations, not just send promotions.
- Leverage automation wisely—personalized, real-time responses should feel like human conversations.
08 Local takes the lead
Major brands are struggling with cost-cutting measures and consumer backlash, but local businesses are thriving. Why? Because they prioritize quality and personal connections – two things shoppers value most.
- 77% of consumers rank quality as a key buying factor.
- 26% say proximity influences where they shop.
- 56% say event marketing impacts their purchase decisions, and 46% have attended brand-led events in the past year.
People don’t just want local marketplaces. They want to feel connected to the brands they buy from. And even global brands can tap into this trend.
Action plan to strengthen local connections:
- Segment your audience by location to create region-specific messaging.
- Use SMS marketing for local engagement. Let customers opt-in to city-based updates and events.
- Showcase community involvement. Sponsor local events, collaborate with small businesses, and make in-store experiences memorable.
09 Loyalty programs experience a renaissance
Consumers love loyalty programs – 86% of shoppers say they use them (State of Ecommerce report). But here’s the catch: only 50% of companies actually offer one. That’s a huge missed opportunity for brands looking to build long-term customer relationships.
But here’s the thing – today’s loyalty programs can’t just be about points and discounts. Consumers want personalized rewards, meaningful engagement, and incentives that actually enhance their experience.
The most successful loyalty programs today stand out in three key ways:
- Hyper-personalization: Rewards match individual customer habits and preferences.
- Community building: Programs create a sense of belonging, turning customers into brand advocates.
- Real-time adaptation: Perks evolve based on customer behavior, purchase cycles, and shifting interests.
Action plan to make loyalty programs smarter:
- Segment loyalty members to send targeted offers based on status, interests, and shopping behavior.
- Use rewards strategically – remind customers of unused points when they abandon their cart to boost conversions.
- Go beyond transactions – offer experiences, exclusive content, and early access to products.
Last words
E-commerce isn’t standing still, and neither are shoppers. These nine trends show that consumers are more intentional, faster-moving, and expect brands to meet them on their terms. The businesses that listen, adapt, and build real connections will be the ones that thrive.
So, the question is – how ready are you to keep up?
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