Online Shopping Trends in 2025: What Consumers Want and How Retailers Are Responding
By Brooke Anderson
Published: June 30, 2025
Online shopping has evolved far beyond convenience. In 2025, it’s about speed, personalization, values, and flexibility. With Gen Z leading the way, e-commerce retailers are adapting to shifting expectations, and the trends reveal how deeply technology and culture are reshaping buying behavior.
1. AI Personalization and Virtual Try-Ons
More than 70% of consumers expect retailers to offer AI-driven features like virtual try-ons, product quizzes, and chatbot assistance. Brands using artificial intelligence to offer personalized recommendations are seeing higher conversion rates and reduced return rates. A recent DHL e-commerce report confirms that real-time personalization is now a competitive necessity.
2. Social Commerce and Influencer Power
Social platforms like TikTok, Instagram, and YouTube have become primary discovery engines for products. A 2025 Gen Z report revealed that 68% of Gen Z shoppers discover new items via social media, and more than half have purchased based on influencer content. TikTok’s “PerfumeTok” trend has even fueled a surge in niche fragrance sales, as covered by The Guardian.
3. Speed and Convenience Expectations
In the race for faster shipping, same-day delivery has become a standard rather than a luxury. According to Investopedia, Amazon and Walmart are expanding same-day delivery services, even into rural areas, to keep up with consumer demands. A recent survey found that 96% of Gen Z shoppers are more likely to buy if same- or next-day shipping is available.
4. Buy Now, Pay Later (BNPL)
“Buy Now, Pay Later” tools like Klarna and Afterpay continue to grow, especially among younger consumers. Nearly one in four Americans who use BNPL have used it to buy essentials like groceries. However, financial experts warn of increasing debt among users, as noted in this Vox report.
5. Sustainability and Secondhand Shopping
Gen Z’s eco-conscious mindset is pushing sustainability to the forefront. A third of Gen Z consumers are willing to pay more for environmentally friendly products. The secondhand market is also booming, with the U.S. resale economy expected to hit $1 trillion by 2035. A bipartisan proposal aims to offer tax incentives for shoppers choosing used over new, as reported by The Wall Street Journal.
6. Subscriptions and Omnichannel Integration
The subscription model is thriving among Gen Z, who now subscribe to everything from plant deliveries to oat milk. According to The Times UK, the generation values convenience and control over their consumption. Meanwhile, omnichannel strategies—seamless integration of online and in-store experiences—remain critical. A Treasure Data analysis shows that 74% of shoppers research online and buy in-store or vice versa.
What It Means for Retailers
Retailers that want to stay competitive must invest in:
- AI tools for personalization
- Social content and micro-influencer partnerships
- Fast, localized shipping options
- Flexible payment systems like BNPL
- Sustainable product lines and secondhand options
- Integrated omnichannel experiences
The online shopping landscape in 2025 is more complex—and more opportunity-filled—than ever before.