E-commerce is growing unstoppably: global online sales will rise to over USD 6 trillion in 2025, with a further increase of around USD 7-8 % per year until 2027 (according to eMarketer). For German shop operators, this is THE opportunity - but only those who focus on the trends will remain competitive.
First-party tracking & privacy-friendly analytics
With the phasing out of third-party cookies, the importance of first-party data and server-side tracking is increasing. The demand for GDPR-compliant analytics solutions is increasing massively. According to figures from eMarketer, global e-commerce sales are expected to reach USD 6.42 trillion in 2025.USD - tracking will become a decisive lever for conversion optimisation.
? Tip: Build a consent model with server-side data collection and link it to your CRM to precisely evaluate purchasing behaviour - without GDPR risks.
Read more in the article: What is conversion tracking?
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Branding & community instead of performance discounts
In times of saturated markets, pure performance advertising often only works for a short time. Branding, story & community are the sustainable differentiation factor. Shop operators who integrate clear values and purpose communication gain long-term trust.
Phrases such as "Our sustainable mission" or personal stories create an emotional bond. This is precisely what shifts the competition away from price.
To the in-depth article: Branding in e-commerce
AI & hyper-personalisation
The future is smart: personalised product recommendations increase the average order value by around 11 % and conversion by 26 % (according to data from McKinsey). Today, 47-76 % of consumers are already convinced by personalised messages (Statista).
By 2025 at the latest, your shop should be using AI-supported tools: Chatbots, product recommendations, dynamic prices and automatic upsells. This will increase sales and efficiency.
Video Commerce & Social Shopping
Livestream shopping and shoppable videos are booming - especially via TikTok Shop & Instagram Live. According to the Times, strong Christmas business is expected in the UK, for example, as live shopping doubles.
According to Statista, 53 % of US consumers globally say they buy at least once a week via social media.
Use video interaction for your brand storytelling: tutorials, behind-the-scenes, insights into the product.
Omnichannel & AR worlds of experience
Physical presence is being rethought: pop-ups, AR try-ons and QR stores combine online and offline. Amazon, for example, is testing new formats and Temu is investing heavily in showrooms (see Reuters, news.com.au).
Your shop can benefit: Show products digitally & in real life - and combine online experience with local reference.
Mobile First - no bonus, mandatory!
Mobile commerce is growing steadily: by 2027, mobile devices will account for almost 50 % of US online sales (according to Statista). However, conversion rates on mobile devices are still lower - but with every second of faster loading time, the conversion rate increases many times over (Google Data).
? You should: Think mobile for your shop: fast loading times, simplified checkout, optimised navigation.
Sustainability & purpose as a sales factor
Consumers are demanding sustainable shopping behaviour. According to Pattern, 26 % of shoppers in Australia spent more on sustainable products last year - by 2025 it will be 28 %.
Cross-border e-commerce & marketplace competition
Cross-border trade is growing rapidly and is expected to exceed USD 3.4 trillion by 2028.USD by 2028 (Statista forecasts). Platforms such as Amazon, Shein & Temu characterise the picture.
Use international sales channels - but differentiate through local positioning and brand identity - don't undercut via price.
Read more in the article: Selling on marketplaces - curse or opportunity?
? Recommendations for shop operators:
- Rethinking tracking: Consent for data collection, Server-side analysis.
- Integrate AI & personalisation: Automate recommendations, chatbots & upsells.
- Video commerce to follow: Workshops, product tours, live shopping events.
- Mobile optimisation: Page speed, responsive design, simple checkout.
- Sharpen brand & purpose: Spread brand message via visual & emotional channels.
- Testing omnichannel: AR, pop-ups, showrooms.
- Sell internationally: Using marketplaces - with local CI
Conclusion
E-commerce 2025 will not only be bigger - it will be smarter, more personal and more collaborative. Those who only sell products will miss the boat. Those who focus on branding, data, AI and experience will win in the long term - brand remains, price fades.
