Delivering a banging brand experience across every customer touchpoint—while using data and tech to fine-tune business operations across channels—continues to drive growth for sellers into 2025.
A report by ShipStation reveals that 75% of shoppers use both digital and physical touchpoints on the same customer journey, which is defined as where and how customers research, purchase, receive, and even return products.
In this blog, we highlight market data and industry updates to spotlight developments in tech, selling channels, and omnichannel strategy shaping the retail landscape in 2025 and beyond.
#1 Mobile shopping will continue to dominate
Mobile commerce will continue to dominate into 2025, as smartphones remain the preferred shopping tool for consumers worldwide. The share of mobile commerce in all ecommerce is expected to reach 62% in 2027.
We’ve seen retailers rolling out one-click checkout, improving loading speeds, and upgrading interfaces to keep mobile users on their websites. QR codes, augmented reality (AR), and application-based loyalty programs are bridging the gap between digital channels and the physical world, and it’s all done through mobile phones.
Retailers are squeezing as much value as they can from mobile—implementing tactics like push notifications and location-based marketing to deliver more contextually relevant offers—further solidifying mobile’s role in the future of omnichannel retail.
Who should care about mobile commerce?
- Any seller with a significant online presence should consider better catering to mobile users.
- Large enterprises can focus on building mobile apps and progressive web applications for more control over the mobile experience.
#2 Artificial intelligence becomes more ubiquitous
There’s no shortage of developments on the artificial intelligence front. It might be easier to list areas of ecommerce that won’t be impacted by AI over the next year. We’ve seen ecommerce behemoths like Google and Amazon release tools for sellers and buyers, generative AI platforms being used in content creation of all kinds, and chatbots becoming more sophisticated than ever before.
The potential is not lost on business leaders: More than 60% of retailers intend to increase their investment in AI infrastructure over the next year and a half.
Brands should consider tapping into AI’s strengths, such as its quick outputs for personalization, data summarization, and automation of rote tasks, to name a few.
Who should care about AI?
- Retailers in highly competitive industries can use AI to gain an edge.
- Brands can adopt AI tools for targeted marketing and customer engagement, and to create more personalized experiences for their customers.
- Supply-heavy businesses like grocery stores may benefit from AI in demand forecasting and inventory optimization.
#3 Social commerce platforms are here to stay
Social commerce platforms like TikTok, Instagram, and Facebook have become strong drivers of culture in the world. They are also strong drivers of dinero——Insider Intelligence estimates that 110.4 million people will shop via social channels in 2025.
Social platforms enable retailers to integrate product discovery, inspiration, and purchase into one seamless experience. Brands are leveraging shoppable posts, influencer partnerships, and livestream events to reach their audiences where they spend the most time.
Who can benefit from selling on social commerce channels?
- Lifestyle, beauty, and fashion brands should focus heavily on social commerce due to its visual nature.
- Niche or artisanal businesses can find highly engaged audiences by partnering with influencers and fostering a community.
- Sellers who want to reach younger audiences can use social commerce to reach that demographic and foster deeper engagement with their brands.
#4 Marketplaces offer more sophisticated advertising options
With robust data on shopper behavior, online marketplaces like Amazon and Walmart are becoming advertising powerhouses through their retail media networks. These platforms allow brands to showcase their products to high-intent audiences using sponsored placements, display ads, and video content.
Retail media networks offer unparalleled opportunities for brands to increase visibility, augment marketing campaigns, and drive conversions, all while benefiting from the trust and scale of established marketplaces.
Retail media ad spend in Q4 of 2024 increased by 23% YoY, driving 28% more impressions and 20% more clicks than the year before.
Who should consider using retail media?
- Advertising agencies can use retail media to better reach consumers at every stage of the buying journey.
- Brands and retailers already selling on marketplaces like Amazon, Walmart, and Target can use retail media to increase their visibility and ROI.
#5 More streamlined omnichannel operations
As sellers expand to new markets, they will inevitably require more sophisticated platforms and tools to streamline and manage selling channels and the data that flows through them.
We predict that in 2025, retailers will increasingly look to tech that gives them better integration, synchronization, and management potential across their ecommerce operations. This will enable them to be flexible and save time on tedious tasks.
For example, by using Feedonomics’ platform, multichannel sellers can connect their product catalogs to hundreds of channels and manage their product data from a single place. These sellers save time and resources on product feed management while squeezing more value from their product listings.
How impactful is this really? We surveyed our customers to find out:
Who should care about ecommerce integration and optimization?
- Retailers managing diverse sales channels and large product catalogs can benefit significantly from tech that enables them to easily manage and optimize product data across their channel mix.
- Sellers who want to scale more effectively while limiting the downtime involved with launching on new channels.
Find out how Feedonomics can help your ecommerce business
#6 The U.S. government plays a bigger role in ecommerce
Potential changes in U.S. de minimis regulations and tariffs could impact cross-border operations in 2025.
Retailers might have to navigate tighter customs policies and duty thresholds, requiring them to rethink sourcing, pricing, and logistics. Those that adapt quickly by localizing inventory and diversifying supply chains stand to gain a competitive edge in the marketplace.
Legislation targeting social media platforms might cause brands to reconsider going all in on any single marketing channel, instead choosing to diversify their revenue streams.
Retailers that effectively balance the risks of platform reliance and investment in owned channels can maximize reach while maintaining control over their brand narrative.
Who should care about these government regulations?
- Businesses reliant on imports, especially in industries like fashion, electronics, and luxury goods, must stay ahead of these changes.
- Businesses engaged in international sales may need to collaborate with local distributors or warehouses to remain competitive.
- Any business going all-in on any single platform should think about diversification.
#7 Direct mail makes a comeback
As the digital sauce thickens, direct mail will become a crunchy textural reprieve for consumers burned out on digital soup.
In 2024, 82% of marketers said they were increasing their direct mail spend—almost 20% more than the previous year.
Retailers often incorporate elements like QR codes to drive consumers to their websites, and with developments in AI, significantly and quickly customizing direct mail campaigns is also an area of opportunity.
Who should consider using direct mail campaigns?
- Small businesses, luxury brands, and local retailers aiming to create a personal touch should explore direct mail campaigns.
- Businesses targeting older demographics or those emphasizing quality and exclusivity can find significant value in this marketing strategy.
#8 Growing brands lean into composable commerce
As of March 2023, 72% of US retailers had already implemented composable solutions, and another 21% were planning to adopt them over the following year. Ecommerce operators are shifting toward a more flexible, modular technology strategy.
By adopting a modular, API-first approach, brands can build and adapt their tech stacks with ease, ensuring they stay ahead of market trends and consumer demands.
Platforms like Makeswift are empowering retailers to build custom ecommerce experiences without the need for extensive coding. These tools provide flexibility in designing websites, creating apps, and experimenting with new features, giving brands greater control over their digital presence.
Who should consider using a composable commerce platform?
- Small businesses and independent retailers with limited budgets for web development can use platforms like Makeswift to create visually appealing and functional websites.
- DTC brands that want to stand out with unique digital experiences can benefit from these platforms’ design flexibility.
- Larger enterprises can use these tools for rapid prototyping or launching smaller-scale projects.
#9 Local ads will drive more in-store success
According to Capital One Shopping, 97.2 million Americans regularly used “buy online, pickup in-store” (BOPIS) in 2024, representing 34.2% of U.S. consumers.
Additionally, from 2023 to 2030, BOPIS sales are projected to grow 16.8% annually, 53.5% faster than ecommerce as a whole.
We anticipate that brands will continue offering BOPIS, curbside pick-up, and leveraging local inventory ads (LIAs) on Google and Microsoft to connect digital shoppers with their in-store stock.
These strategies drive foot traffic to physical stores—with 85% of U.S. BOPIS shoppers having made an additional purchase when collecting online orders.
Who can benefit from local ads and pickup options?
- Businesses of any size can use these strategies to promote their in-store stock online, encouraging more local shoppers to visit.
- Big-box retailers, grocery chains, and specialty stores with physical locations should adopt BOPIS and LIAs to provide a convenient shopping experience for local shoppers.
Integrate and optimize your product feeds for Google local inventory ads
#10 Solving the returns problem with better listings and processing
A December 2024 report by NRF shows that 76% of consumers consider free returns a key factor in deciding where to shop, and more than two-thirds of retailers surveyed say they are prioritizing upgrading their returns capabilities within six months.
Almost half of all returns are because customers found that the product they received didn’t match the description. If this is the case for your business, it might point to a product feed management problem.
Omnichannel retailers are processing online returns in their brick-and-mortar stores—often referred to as buy online, return in-store (BORIS)—offering convenience to consumers while reducing reverse logistics costs. BORIS accounted for 50% of online purchase returns in 2023 totaling $123 billion.
This trend also encourages foot traffic to physical storefronts, where customers may make additional purchases.
Who should consider in-store returns?
- Brick-and-mortar retailers with ecommerce platforms, such as department stores and fashion retailers, should invest in online-to-in-store return capabilities to enhance convenience.
- Specialty stores and electronics retailers can use this strategy to provide product expertise during the return process, increasing upselling opportunities.
- Even smaller businesses with limited physical locations can benefit by offering a personal touch during returns.
What does the future hold for your business?
FAQs about omnichannel retail in 2025
How does an omnichannel approach improve customer loyalty and customer retention?
In a competitive retail business landscape, brands that offer a seamless and convenient shopping experience—whether online or offline—are more likely to retain customers and build strong brand loyalty over time.
An omnichannel approach improves customer loyalty and retention by providing a seamless and personalized shopping experience across both digital and in-store experiences. By integrating data from online and in-person interactions, retailers can better understand customer behavior and tailor their offerings to meet customer expectations. For example, a shopper who browses products online can receive personalized recommendations based on their local physical store inventory. This level of consistency across omnichannel shopping touchpoints builds trust and encourages repeat purchases, strengthening long-term customer relationships.
Moreover, an effective omnichannel strategy ensures that customers have convenient shopping options, such as BOPIS or flexible return policies that bridge the gap between digital and in-person shopping. These strategies enhance satisfaction and reduce friction in the shopping journey, increasing the likelihood of repeat business.
How can omnichannel retailers use customer data?
- Online shopping behavior: Retailers analyze browsing history and abandoned carts to tailor product recommendations and remarketing campaigns, increasing conversions.
- Mobile devices and app interactions: Data from mobile shopping apps helps optimize the omnichannel experience, such as sending push notifications for personalized discounts or restock alerts
- Purchase history across various channels: Retailers use cross-channel transaction data to create more seamless shopping experiences, ensuring consistency between in-store and online promotions.
- Customer feedback in reviews: Insights from surveys, chatbots, and reviews help refine products and services
How can omnichannel marketing improve customer engagement?
A unified omnichannel marketing strategy ensures that customers receive a consistent experience whether they interact via email, social media, or in-store visits. Personalized messaging based on purchase history and behavior strengthens customer relationships and increases engagement.
What role does inventory management play in omnichannel retail?
Efficient inventory management ensures that customers have accurate product availability across online and offline channels. Real-time stock updates and smart allocation of inventory reduce the risk of stockouts, leading to a better customer experience and higher satisfaction.
Muhammed is a content marketing specialist creating informative content to help ecommerce professionals solve industry challenges and stay ahead of the curve.
