
E-commerce continues to evolve at a rapid pace and it is crucial for online retailers to understand to understand upcoming trends in order to remain competitive. Changing consumer demands, new legal requirements and technological advances are shaping the future of future of digital commerce. This article highlights the key trends that will define 2025 will define the year 2025: the importance of accessibility in e-commerce, the use of artificial (AI), the introduction of immersive technologies such as augmented reality (AR) and virtual reality (VR) and the increasing importance of sustainability in online retail. In particular, accessibility will become a legal requirement in the EU from 2025. These trends offer retailers the opportunity to optimise the customer experience, reach new target groups and build build trust with consumers.
1. Accessibility in e-commerce: a legal requirement from 2025
With the introduction of the EU Accessibility Directive, which comes into force in 2025, the creation of accessible creation of accessible online shops will become a legal requirement. This means that all commercial websites and mobile applications must be designed in such a way that they are accessible to people with disabilities. According to the European Commission, around 87 million people in Europe live with a disability - a significant market segment that has often been overlooked in the past. often overlooked in the past. Compliance with accessibility standards not only opens up new market not only opens up new market opportunities, but also creates a positive brand experience and strengthens customer loyalty. Studies show that accessible websites can achieve up to 20 % higher conversion rates which means that investing in accessibility is both a legal obligation and an economic obligation as well as an economic advantage. Important measures to ensure accessibility include
Important measures to ensure accessibility include
- Image descriptions and alt texts: Alt texts for images enable visually impaired visually impaired users to use screen readers to understand visual content.
- Legible font sizes and contrasts: High contrast and larger fonts ensure that content is also easy to read for people with visual impairments.
- Keyboard navigation and voice control: For users who cannot use a mouse, alternative navigation options such as keyboard control are essential.
- Subtitles and audio descriptions for videos: Video content should include subtitles and, and, where possible, audio descriptions to provide access for hearing-impaired users. users.
The implementation of these standards requires technical and design revisions to many websites and apps. websites and apps. In the long term, however, accessible offerings will not only attract a wider audience, but will also improve the user experience for all customers. One example is example is the British fashion retailer ASOS, which improved its accessibility features and optimised the optimised the experience for mobile users. This led to an 11% increase in sales and shows that accessibility ultimately creates a better online experience for all users.
2. Artificial intelligence in e-commerce
Artificial intelligence has become a key technology in e-commerce and will continue to characterise continue to shape the interactions between online retailers and their customers in 2025. AI enables retailers to create personalised experiences and reduce costs at the same time. According to a Gartner study, over 80% of customer interactions in e-commerce will be influenced by AI-supported systems by 2025, including chatbots, product recommendations and intelligent search functions. search functions. AI helps retailers to better understand the behaviour and preferences of customers and offer customised suggestions and recommendations.
Areas of application for AI in e-commerce include:
- Personalised product recommendations: Algorithms can analyse user behaviour and make personalised recommendations based on preferences and purchase history. and purchase history. According to a McKinsey study, this personalisation can increase conversion rates by up to 30 %.
- Dynamic pricing: AI can adjust prices in real time by analysing demand, competitor prices and individual customer profiles. This enables retailers to respond to market changes more efficiently and maximise sales potential. maximise sales potential.
- Chatbots for customer service: AI-supported chatbots, which are available around the clock can answer simple questions, process orders and increase customer satisfaction. and increase customer satisfaction. Studies show that AI-based customer service can increase satisfaction by up to 25 % and reduce costs at the same time. The use of AI not only leads to more efficient processes, but also improves the customer experience and customer experience and strengthens customer loyalty. One successful example is the example is Amazon's recommendation engine, which is responsible for over 35% of the company's of the company's turnover through comprehensive personalisation.
3. Augmented reality (AR) and virtual reality (VR) for an immersive shopping experience
AR and VR are technologies that can fundamentally change the shopping experience. They enable customers to experience products virtually and make more informed purchasing decisions. decisions. According to a PwC study, 71% of consumers stated that they would be more likely to make a purchase if they could test a product in an AR or VR environment beforehand. The use of of AR and VR offers online retailers the opportunity to create an interactive shopping experience that goes that goes beyond traditional product images.
Applications of AR and VR in e-commerce include:
- Virtual try-ons: In the fashion and beauty sectors, brands are using AR technology to enable customers to "try on" products virtually. One example is the example is L'Oréal's AR function, which allows users to 'test' make-up products directly on their screen. can "test" make-up directly on their screen. This technology reduces the return rate as customers have a better
- Product placement in the room: Furniture retailers such as IKEA offer AR tools that allow customers to visualise products in their own rooms. This facilitates purchasing decisions as customers can see how furniture will look in their home.
- Virtual showrooms: Retailers use VR to create immersive showrooms in which customers can customers can walk through a digital version of the shop and experience products in a experience products in a realistic environment.
The benefits of these technologies lie not only in improved customer loyalty, but also in reduced also in reduced returns, as customers have a clearer understanding of the products before purchasing them. purchase. Investments in AR and VR can therefore increase sales and strengthen customer loyalty. strengthen customer loyalty. Retailers who invest in these technologies early on can set themselves apart from the competition. stand out from the competition.
4. Sustainability in e-commerce: from trend to necessity
The demand for sustainable products and business models continues to grow, making sustainability is becoming a key success factor in e-commerce. More and more consumers, especially millennials and Generation Z, are attaching importance to environmentally friendly products, sustainable production processes and transparent supply chains. A survey by Nielsen shows that 73% of millennials are willing to pay more for sustainable products. Consumers' willingness to pay for sustainability is driving online retailers to adapt their business to adapt their business models and implement new, environmentally friendly processes.
Opportunities to promote sustainability in e-commerce include
- Climate-neutral logistics: retailers can reduce their CO₂ footprint through optimised route planning and the use of low-emission vehicles. Large providers such as DHL already offer climate-neutral shipping options that are well received by customers. are being well received.
- Sustainable packaging solutions: The avoidance of plastic and the use of recyclable recyclable materials are appreciated by many consumers. Studies show that around 65% of consumers are more likely to buy from retailers that use environmentally friendly packaging. use.
- Second-hand and recycling programmes: Brands like Patagonia offer take-back and recycling programmes that extend product life and conserve resources. Such programmes not only increase customer loyalty, but also strengthen the brand image. brand image.
The pressure to offer sustainable solutions is increasingly being driven by legal requirements and requirements to reduce CO₂ emissions. Sustainability is therefore not a short-term trend, but a long-term necessity in order to remain competitive and gain consumer gain the trust of consumers.
Summary: The future of e-commerce in 2025
The year 2025 in e-commerce will be characterised by four major trends: Accessibility, artificial intelligence, AR/VR and sustainability. The realisation of these trends will require online retailers to invest in new technologies and strategies in order to fulfil customer fulfil customer needs in the best possible way. Accessibility is becoming a legal requirement and enables retailers to reach a wider audience, reach a wider audience. The use of artificial intelligence offers potential for highly personalised and efficient customer interactions. AR and VR create immersive experiences that make online shopping more interactive. Finally, sustainability will be a will be a decisive factor in winning the loyalty of environmentally conscious consumers and reducing the consumers and reduce the ecological footprint of retailers.
The year 2025 offers online retailers enormous opportunities. Companies that are prepared to invest in these trends will not only position themselves successfully on the market, but will also achieve stronger customer loyalty and a positive brand image. Retailers should use these developments as a strategic basis to remain successful and customer-orientated in the long term. remain customer-orientated.
At signundsinn GmbH, your trusted shopware agency, we support online retailers with customised retailers with customised solutions to prepare them for the future of e-commerce.