Ecommerce continues to be a growing force in the global marketplace. Following the meteoric rise in 2020 that was driven by the COVID-19 pandemic, online shopping has become undeniably embedded in consumer behavior. In the United States, it is estimated that ecommerce sales accounted for approximately 16% of total retail sales in 2024, according to the U.S. Census Bureau.
Over the past year, we witnessed an unprecedented pace in the evolution of technology in ecommerce. When it comes to online shopping, modern businesses have more to consider than ever before. From optimizing artificial intelligence, expanding mobile capabilities and performance, and every other new digital advancement that promises to satisfy the heightened expectations of today’s marketplace, the pressure is on to get it right and stay ahead of the competition.
Today’s Ecommerce Priorities for Sustainable Success
Every business wants to know the key ingredients for improving ecommerce performance. To help, we’re taking a closer look at the priorities that are producing successful results with leading businesses across many industries. In 2025, we anticipate these priorities will continue to shape the foundation for sustainable commerce success.
- Mobile-First Shopping (considered essential infrastructure)
- AI at Every Stage (highest growth in investment)
- Flexible Payment Options (rapid adoption driven by consumer demand)
- Quick Commerce (extensive investment in urban markets)
- Social Commerce (varies by target market)
- Product Visualization (emerging, but implementation costs can deter)
- Sustainable Commerce (long-term focus, options growing)
Mobile-First Shopping
It was not long ago that mobile-first development was offered by leading digital agencies as an added value. It is now an uncompromisable expectation. Today, mobile commerce represents over 60% of online purchases. Consumers have embraced the ability to shop anytime, anywhere. Mobile-first shopping has become a fundamental component of modern ecommerce.
With consumers’ increasing preference for shopping on smartphones and tablets, companies are consistently prioritizing mobile-optimized websites and apps. They're focusing on features like one-click purchasing, mobile wallet integration, and responsive design without compromise. Emerging technologies such as augmented reality (AR), virtual reality (VR), and voice search are poised to further revolutionize the mobile shopping experience. Successful ecommerce solutions must continue to ensure excellent mobile experiences.
AI at Every Stage of the Customer Journey
Was there a more talked about topic in 2024 than AI? We don’t think so (apologies to Taylor Swift and Travis Kelce). Businesses are making AI a top priority, recognizing transformative potential across the entire customer experience. Each step of a brand relationship should now consider the benefits of AI integration, from introduction, to nurturing, through conversion and affinity growth, leading to loyalty and advocacy. The integration of AI in the ecommerce customer journey has transformed the way businesses interact with customers.
Search
Major search engines and onsite search functionality are benefitting more and more from AI’s natural language processing. AI is contributing greatly toward connections within this initial stage of discovery by offering data-driven techniques to attract and engage users.
Chat
AI-powered chatbots and virtual assistants are helping customers with conversationally intelligent answers to frequently asked questions at all hours of day, 365 days a year. Immediately responsive when and where a prospect connects, they not only answer questions, but can also provide product details or suggest items based on the user's indicated preferences.
Personalization
Personalized product recommendations and customized shopping experiences from AI are improving satisfaction of online customers. Intelligently integrated data and predictive analytics are effectively anticipating customer needs and adding tangible value in brand relationships. Personalization is helping shoppers in every phase of the customer journey, from discovery, consideration, and purchasing to retention.
Fraud Detection
AI systems have proven to be effective in detecting and preventing fraudulent activities within ecommerce solutions by analyzing transaction patterns and identifying anomalies. This added intelligence can protect businesses from significant losses.
Omnichannel Experiences
AI strategies within data and technology integrations empower sophisticated alignment of cross-channel personalization, experiences, and campaigns.
Inventory and Forecasting
Major retailers are also using AI for inventory optimization and demand forecasting, improving operational efficiencies.
Flexible Payment Options
Flexible payment options are an increasingly vital component of ecommerce success. They drive increased conversion rates, enhance customer satisfaction, and improve cash flow. By offering a variety of payment methods, businesses can broaden their market reach, reduce cart abandonment, and gain a competitive advantage.
Especially with the rise of Buy Now, Pay Later (BNPL) services, savvy online merchants have added BNPL options from the likes of Klarna, Affirm, and PayPal’s Pay in 4. Others have recognized advantages in adding payment options with digital wallets and even cryptocurrency. These payment methods often come with faster settlement times and predictable revenue streams, allowing businesses to better manage their finances and invest in growth opportunities.
For those in the B2B sector who have adopted ecommerce, account-based payment options are also important. Account-based payment options can be integrated with ecommerce platforms to securely accommodate bank transfers, purchase orders, ACH payments, and more. Adding this payment flexibility, B2B ecommerce businesses can ensure seamless transactions, improve cash flow management, and build stronger partnerships with their clients.
Quick Commerce
The demand for rapid delivery has elevated quick commerce to a priority consideration, especially in urban markets. The major players in the ecommerce marketplace, like Amazon Prime, have consistently raised customer expectations for quick commerce. To meet those growing expectations, companies are investing heavily in micro-fulfillment centers and dark stores to enable deliveries as fast as 30 minutes to two hours.
Major retailers are partnering with last-mile delivery services or building their own rapid delivery infrastructure to compete with specialized quick-commerce startups.
Smaller online merchants are teaming with delivery options available in the regions they serve, from major carriers to the likes of Uber and Door Dash.
Social Commerce
Social commerce continues to grow in popularity by combining the undeniable attention given to social media platforms with the convenience of online shopping on mobile devices. Many of the platforms have added to the viability of social commerce by consistently enhancing their shopping and personalization capabilities.
Some online merchants have even chosen to exclusively focus their business within specific social channels. Many of those have leveraged influencer marketing and the large, dedicated following of specific, brand-aligned personalities to help introduce products, shape consumer opinions, build credibility, and drive purchasing decisions. User-generated content promotion, capitalizing on what is referred to as the creative economy, has proven effective in some brand strategies for social commerce as well.
It is undeniable that social commerce is now significantly driving sales through their integrated shopping features, like shoppable posts and stories. Businesses across a wide range of industries are consistently adding targeted reach and online orders within platform shops at Facebook, Instagram, TikTok, Pinterest, and others.
Product Visualization
Expanded visualization options for digitally showcasing products have become an increasingly important consideration for online stores. Businesses are choosing to invest in augmented reality (AR), 3D, and 360-degree visualization technologies to help introduce products in an enhanced way, differentiating their shopper experience and increasing conversions. Furniture retailers have been among the leaders in this trend, allowing customers to visualize items in their homes through AR apps. Many fashion retailers have also implemented virtual dressing rooms to try-on clothing and accessory selections.
Video shorts, featuring product introductions and in-use visualizations continue to improve shopper confidence in their buying decisions as well. Interactive video can add to the video experience, allowing customers to click on different parts of the video to learn more about specific features, view different product variations, or even make a purchase directly from the video.
Sustainable Commerce
In years past, the implementation of sustainable commerce has varied widely by sector and market. With companies throughout the world continuing to prioritize options for sustainable packaging, carbon-neutral shipping, and transparent supply chains, those options are expanding. Other ways that businesses are reducing the environmental footprint of ecommerce include waste reduction strategies, green energy, and product fulfillment efficiencies led by AI.
Worldwide, corporate social responsibility (CSR) initiatives are growing. Many leading businesses are promoting their sustainability as a competitive differentiator in their markets. The awareness of, and commitment toward, the global stewardship of resources has accelerated the availability of sustainable commerce options across a growing number of business sizes, regions, industries, and technologies.
The Challenges Ahead for Ecommerce
A notable challenge facing ecommerce merchants is rising customer acquisition costs due to increased digital advertising expenses and privacy-focused changes to data collection practices. Both of these have led many ecommerce businesses to focus even more on retention and loyalty programs for the customers, and data, that they already have.
Marketplace competition is also escalating. Amazon maintains its position as the online market leader, though traditional retailers like Walmart and Target have successfully expanded their omnichannel presence. These established retailers are leveraging their physical stores as fulfillment centers for same-day delivery and pickup services, blurring the lines between online and offline commerce.
For most online businesses, ongoing challenges are brought about by heightened customer expectations, cybersecurity threats, supply chain management, regulatory compliance, aging technology, and more. There is no doubt, successful ecommerce in 2025 will continue to face many challenges. The good news is that, despite these challenges, the global ecommerce marketplace is providing businesses with more opportunities and success than ever before.
Ask About Americaneagle.com’s Ecommerce Website Experience
The world of ecommerce is moving fast. At Americaneagle.com, our teams consistently track emerging opportunities so that our clients never miss an opportunity to accelerate their ecommerce success.
The ecommerce experts at Americaneagle.com welcome the opportunity to consider online marketing and solution enhancements that can benefit your business. Contact us today for a free, no-obligation consultation.