Online shopping isn’t just a goldmine — it’s a necessity for strategic marketing. Last year, researchers predicted that e-commerce would pass the $1 trillion mark. Now, new data shows that number was more than five times higher than expected — $5.6 trillion. The same research shows that it is expected to grow to 22.9% of total sales worldwide by 2028. Given this, it’s a “trend” moving far beyond just a fad and into a key pillar of successful marketing, one that anyone planning long-term success needs to consider.
One marketing expert who monitors the industry’s rapidly evolving aspects is Lauren Petrullo, CEO and founder of award-winning agency Mongoose Media and co-founder of Asian Beauty Essentials. She has worked with Fortune 500 companies like Disney, Meta, Pearson, and Coca-Cola, is a member of the Leaders Network at Meta (formerly Facebook), and is co-host of the leading digital marketing podcast Perpetual Traffic. She shares her advice here.
5 E-commerce Trends to Watch in 2025
Getting ahead of e-commerce trends before they become the widespread norm can give brands, clients, and marketing professionals an advantage over the competition. Here’s what to watch for — and try now, while it’s fresh.
1. Reduce, Reuse, Re-commerce
As sustainability continues to grow to top of mind in shoppers’ priority lists, re-commerce — i.e., selling used products online — gains popularity, with 65% trying it. Brands are having fun with it, as are customers enjoying reduced prices. For example, children’s clothing brand Hanna Andersson has “Hanna-Me-Downs,” reflecting the secondhand fashion market, which alone is projected to reach $350 billion by 2028.
2. Take Notes From the Pros
Love it or hate it, Temu has plenty to teach. “We are four to five years behind China in terms of e-commerce stuff right now,” Petrullo says, adding that those who want to predict the future of e-commerce should watch what they do next. Chinese-owned ByteDance might be under fire as TikTok heads to the Supreme Court in early 2025, but as Petrullo points out, their roadmap is exactly why they are such a trending and viral success in China and worldwide.
3. Return of the Home Shopping Network Era
You likely have the TikTok strategy under control, and if so, it may be time to look to live shopping — yes, just like the live shopping network of yesteryear, Petrullo says. “It is so massive in the East, and I think that’s going to really grow in the Western market. Amazon has done this really well. It’s essentially making the home shopping network available on your phone and with people that connect with you as individuals.”
Petrullo points to Gen Alpha coming up with a lot more spending power. “Gen Alpha includes millionaires before 14, because these are YouTubers. The biggest job they want is to become a YouTuber,” she says. “These content creators are going live and doing live shopping to provide a hybrid experiential type of environment for those that are virtual and can’t be physically in there, and for those that don’t have stores anymore, because retail is a hard experience for a lot of people.”
4. The Amazon Advantage
It’s not just live shopping that Amazon is transforming for the consumer, Petrullo explains: They are providing options for the whole consumer, including health. “Amazon’s advantage is that they’re owning the whole customer, especially with the advancement of Amazon, where you can do your telehealth,” says Petrullo. “You’re going to have your doctor, your doctor is going to ship you Amazon Basic drugs, medicine, prescriptions and Amazon delivery packages. They’re owning everything.” Though it might not benefit some brands, it’s essential to know how their influence works.
5. The Power of Influencers, Especially for Gen Alphas
We know the power of testimonials, but don’t underestimate the power of influencers for your e-commerce product. Recent data shows that Gen Alpha may already be impacting the way in which purchases are made, with 70% of parents saying they buy products for their children based on their child’s favorite character or show fairly often.
“For Gen Alpha, I think what’s going to be really imperative for e-commerce brands is, again, shifting back to the 1950s where you’re sponsoring content and you’re having native placement,” she says. “You’re doing product placement inside the programming, because most Alphas think, ‘How dare you assault me with a commercial. The audacity to steal my attention for your business!’ But if you do it well, and you can interrupt that space, there’s going to be such a good market for you.”
Also keep in mind that Gen Alphas can be business owners themselves, and the distribution of generational wealth is different than previous generations. “This is the first time that we have generational wealth established before someone becomes an adult,” continues Petrullo, “and they have employees and they have massive purchasing power.”
Key Q1 E-commerce Seasons and Dates
New Year and MLK Day: January provides a chance to clear holiday inventory while capitalizing on the “new year, new me” mindset for fitness and seasonal products. MLK Day (Jan 20) presents an opportunity to highlight diversity and community-focused themes, and provides a clear launch point for Black History Month following soon after in February.
Super Bowl and Valentine’s Day: The Super Bowl (Feb 9) could boost demand for campaigns centered on snacks, drinks, and home entertainment. Marketing teams can use this as a comeback moment for customers who haven’t engaged in the buying cycle after a leaner post-holiday spending month in January. Then, Valentine’s Day offers a prime moment to focus on personalized gifts, luxury items, and memorable experiences.
Black History Month: February is ideal for spotlighting Black-owned businesses, creators, and cultural contributions. Authentic storytelling, along with curated collections and guides, can help brands connect with value-driven consumers.
Tax season, wellness, and Presidents’ Day: Presidents’ Day (Feb 17) is a strategic time for promotions on home goods, appliances, and tech. Shortly after, tax refunds may encourage big-ticket purchases.
Spring break and spring cleaning: Spring break planning might boost travel-related purchases, in addition to spring cleaning content and product opportunities.
How to Determine If an E-commerce Trend is Right for Your Business
It might be tempting to tackle all of the latest trends, but it’s important to keep in mind that some might not be the perfect fit for your business or client. As Petrullo explains, not all businesses qualify for shops or have the resources to do live shopping, despite the popularity of it. She encourages businesses to ask themselves key questions, including simple ones like, do I have a quality camera, and am I comfortable with going live? “If it costs you too much stress and it’s not something you’re comfortable with, then don’t submit,” she says. “There’s a thousand and a half other things you can do.”
Petrullo does encourage businesses to be willing to look bigger and consider under-utilized resources — even if it makes them uncomfortable. “If you have a TikTok shop and you can tap into the affiliate program, you can unlock a herd of sales people to promote your business and your products,” she says. “We’ve had clients that do $30,000 days overnight by launching a TikTok shop and having a strategic affiliate marketing plan.”
When paired with paid advertising, such as GMV Max, an automation solution within TikTok shops, it might be worth exploring those resources that other companies aren’t pursuing just yet. “If you’re reading this and you have an e-commerce brand and you’re able to get a TikTok shop enabled, you should take advantage of this.”
Key Takeaways
As you envision and execute your business goals for 2025, consider utilizing the year’s e-commerce trends to your advantage. Understanding the different roles generations play in your sales can help you strategically plan your promotions and growth of your e-commerce business through social media channels. And while the United States might be a few years behind China in e-commerce trends, it’s worth watching their journey to better establish your own path — and get ahead of the trends before they become part of the norm for marketers and businesses around the world.
Frequently Asked Questions (FAQs)
What are the three types of e-commerce?
The four most commonly identified e-commerce types include, according to Petrullo:
- Direct-to-consumer (D2C): A brand sells their product directly to the customers.
- Business-to-consumer (B2C): A business sells one or more products and directly to the consumer.
- Business-to-business (B2B): A business sells to another business.
- Consumer-to-consumer (C2C): Often online marketplaces that allow consumers to sell to other consumers.
What are the best channels to promote e-commerce products?
Promotion will vary wildly depending on product and business, but channels that allow influencers to share product and reviews tend to cut through the noise of traditional advertising, especially for generations like Gen Alpha. Consider maximizing your reach by utilizing automated solutions like GMV Max in TikTok shops.
Is TikTok really a good place to market e-commerce products?
When paired with paid advertising and a strategic affiliate marketing plan, TikTok can offer advantages for marketing e-commerce products. As Petrullo shares, it’s not unheard of for some e-commerce businesses to have a five-figure day in sales when utilizing TikTok shops and its affiliate programs. Why not you?
