10 trends that will change Polish e-commerce in 2025

The coming year heralds important trends in online commerce that will have a key impact on the shopping experience of customers and the success of online retailers. The Shoper Group (including experts from its subsidiaries i.e. Apilo, Selium and Sempire) has prepared an overview of 10 key trends that will dominate online commerce in the coming year. It is worth taking a look at these developments now.

10 key trends for 2025:

1. cross-border sales 

As indicated by data from the report "Season to Sell" prepared by Shoper, as many as 24% of online store owners plan to expand into foreign markets in the coming year, especially in the automotive, electronics and sports industries. Store owners will intensively develop foreign sales, creating multilingual platforms and adapting payments and logistics to the requirements of international markets.

2 The revolution in influencer marketing

TikTok will become an even more important sales platform, where micro-influencers and authentic User Generated Content (i.e., user-generated content) will play a key role. Not only will the reach of creators become crucial, but most importantly the value of the content provided, its authenticity and the building of trust among the community.

- In 2025, TikTok, with more than a billion monthly active users, will gain prominence as a sales platform, and among younger generations, such as Generation Z, as an online search engine. Vendors will use the medium to promote their products through live broadcasts and short, engaging videos. - predicts Anna Nowacka, Group Marketing Director Shoper 

3. AI in customer service 

In 2025, advanced AI chatbots and recommendation systems will dominate the way e-commerce communicates with customers. These technologies will revolutionize the shopping process by offering instant answers to shoppers' questions and making personalized product recommendations. Artificial intelligence combined with marketing automation will allow the creation of fully automated yet personalized shopping paths. Vendors who implement these solutions will not only simplify service processes, but most importantly will build long-term relationships with customers by better understanding their needs and buying preferences.

4. automation of sales processes

The year 2025 will be a breakthrough year for the automation of e-commerce sales processes. Advanced sales management tools will not only eliminate errors and speed up order processing, but most importantly, they will allow sellers to better respond to growing customer expectations.

- Sales process automation will become a key element of e-commerce success. It will allow sellers to focus on what is most important - building lasting relationships with customers and creating an exceptional shopping experience. - emphasizes Maciej Leskow, Head of Customer Support at Apilo.

5. omnichannel sales development 

In 2025, Omnichannel will enter a new level, going beyond the current integration of online channels. The key to success will be the seamless integration of digital experiences with stationary sales, which will help retailers better respond to the expectations of today's consumers. Customers will gain the freedom to move between different points of contact with a brand - from browsing the offer online, to shopping in a stationary store, to flexible returns and exchanges in their preferred channel.

6. the evolution of SEO and content marketing 

Artificial intelligence will revolutionize SEO and content marketing efforts in 2025. Advanced AI algorithms will make it possible not only to automate processes and personalize messages, but most importantly, to precisely tailor content to user needs and search engine requirements. This will translate into more effective management of SEO campaigns and real-time data analysis.

- In 2025, artificial intelligence will become the foundation of effective marketing strategies. Companies that take advantage of its potential will gain a significant advantage in an increasingly competitive digital environment. - predicts Piotr Markiewicz, SEMPIRE Board Member and Digital Ads Director at Shoper.

7. intensification of data analysis 

Integrated CRM-type tools will collect and analyze data from all sales channels in real time, streamlining decision-making processes and providing a complete picture of customer activities and preferences. Companies will not only be able to anticipate trends, but also adjust their operations in real time to increase operational efficiency and maximize profits.

8 Subscription model 

The subscription model will become one of the most significant trends in e-commerce in 2025. Sales in the form of regularly renewed subscriptions will revolutionize the way customers buy both physical and digital products. This form of sales, which eliminates the need for repeat orders, will especially work well for the cosmetics, food, dietary supplements or apparel industries, as well as for digital services - from streaming platforms to educational content.

9. development of marketplaces 

Marketplace platforms in 2025 will combine online shopping with social media, allowing customers to shop without leaving their favorite apps. Companies will gain the opportunity to reach new audiences through local platforms and the use of artificial intelligence to personalize offers. Also key to this transformation will be the rise of augmented reality (AR) technology, which will allow for interactive shopping experiences.

- Marketplaces are turning into advanced ecosystems, combining shopping, social media and local approaches. This makes the shopping process more intuitive and tailored to consumers' expectations. - indicates Marta Zawiła- Pilat, Marketplace Team Leader at Selium

10. recommerce 

The growing popularity of used product sales platforms is shaping a new dimension of e-commerce, combining the convenience of online shopping with the idea of sustainable consumption. Customers gain access to unique items at attractive prices, while supporting waste reduction and promoting a circular economy.

- Trading in used products is not only a way to save money, but also an expression of concern for the environment. We see that consumers are increasingly opting for solutions that allow them to make conscious and ecological decisions. - emphasizes Nina Pankiewicz, ESG Expert at Shoper.

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New year-new developments

The coming year promises significant changes in e-commerce that will affect both the customer experience and retailers' strategies. Companies will turn to advanced technologies and new solutions to streamline processes, integrate different sales channels and reach new audiences. These changes outline new opportunities for online commerce, which is becoming even more dynamic and tailored to consumers' needs. 

About the company Shoper

The Shoper Group provides comprehensive solutions to enable and support online sales within four pillars viz: Omnichannel, logistics, payments and online advertising. The group includes: Shoper - the most popular e-commerce platform for running your own online store in Poland, which hosts well-known brands such as Gym Glamour, WK Dzik, Irving and Doppelherz; Apilo - an advanced multi-channel sales management tool; Sempire - a specialized SEO/SEM agency and competence center for GEO and AI; and Selium - a team of experts supporting clients in developing sales on marketplace platforms. Since July 2021, Shoper has been listed on the Warsaw Stock Exchange and is part of the sWIG80 index. For more information: www.shoper.pl

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