E-commerce is a constantly evolving sector, driven by digital transformations and changing
consumer expectations. With over 5 billion internet users and expanding global connectivity, more
people are shopping online, contributing to the industry’s exponential growth.
Globally, in 2024, e-commerce retail sales reached nearly $6.09 trillion, and it is projected that by
2027, e-commerce will account for 41% of global retail sales—a significant increase from 18% in
2017.
It is clear that e-commerce plays an increasingly central role in the global retail landscape, and
knowing how to navigate this sector will be a key advantage for brands looking to stand out in the
crowded online marketplace.
BrandOn Group has identified several key aspects that, while already crucial in today’s e-commerce
strategies, will play an even more decisive role in the industry’s future. Technological innovations
and shifting consumer behaviors are reshaping the e-commerce landscape. These trends will be
essential for staying competitive and building successful shopping experiences.
1. Inflation-Driven Shopping
With rising inflation and economic uncertainty, consumers are becoming more mindful of their
spending, prioritizing quality over quantity. Simplified return policies and free shipping, for example,
are becoming decisive factors in fostering customer loyalty.zzare i clienti.
2. Unstoppable Mobile Commerce
By 2028, mobile commerce is expected to account for 63% of global sales. Marketplaces like
AliExpress and Amazon are investing in Progressive Web Apps (PWA) to offer fast and intuitive
shopping experiences. Shein, for instance, has one of the most downloaded mobile apps,
combining speed, personalization, and a user-friendly interface.
3. The Expansion of Social Commerce
Social commerce is redefining how consumers discover and purchase products. TikTok Shop, with
its integrated shopping feature, has simplified the buying experience, allowing customers to
purchase directly from videos. Instagram is also investing in live shopping features, enabling
influencers to showcase products in real-time.
4. AI and Conversational Commerce for Personalized Shopping
Tools like Amazon Echo and AI assistant Rufus enable seamless and personalized interactions,
increasing conversion rates by 15% during events like Cyber Monday 2024.
5. Immersive and Personalized Experiences: AR, VR, and Tailoring
Applications like IKEA Place use AR to help customers visualize furniture in their homes, reducing
return rates. Snapchat leverages AR shopping lenses for virtual try-ons, enhancing customer
engagement and trust.
6. Global Marketplace Expansion
Bol.com, the leading marketplace in the Netherlands and Belgium, has removed the requirement
for an official local presence for international sellers, expanding market access.
7. Sustainability and Ethics as Priorities
Platforms like Etsy are committed to becoming carbon-neutral, while Backmarket has increased
refurbished product sales by 17%.
8. Buy Online, Pick Up In-Store (BOPIS)
The BOPIS model remains popular, combining convenience and speed. Zara has optimized in-
store pickup with dedicated areas for a seamless, contactless experience.
9. Sfide strategiche e resilienza
In 2025, adapting to regulations like the Digital Product Passport will be essential for maintaining
competitiveness (European Commission).
Paola Marzario concludes: “At BrandOn Group, we have developed innovative solutions to anticipate these trends, from social commerce programs on TikTok and Instagram to turnkey global expansion for our clients. Our mission is to ensure that brands stay ahead in an ever-evolving landscape.”
