2025 ecommerce trends: a year of global expansion and digital evolution

B2B buyers demand B2C experiences

A younger generation of business buyers used to seamless transactions and highly personalised B2C experiences are driving the transformation of B2B ecommerce. Strong search capabilities, live inventory updates and dynamic pricing are increasingly desired, for example. B2B firms using outdated technologies and platforms therefore need to up their game. 

“The speed of decision-making and the increase in confidence in committing large transaction values without in-person interactions means that traditional approaches to B2B sales are no longer suitable on their own,” says Duncan Heron, VP of marketing for UK & Europe at DHL Express.

Manufacturing and automotive have cottoned onto this shift faster than most. “They’re rapidly adapting to selling online through the various sales platforms at their disposal, and they’ve been faster to recognise that modern B2B buyers are demanding the same seamless, digital experiences they have with B2C transactions.” 

To meet the expectations of younger business buyers, B2B ecommerce firms may need to invest in new technologies and partnerships in 2025. In addition, there are opportunities for established B2C companies to apply their expertise with user-friendly platforms to the fast-evolving B2B market.

Growing opportunities in emerging markets 

Emerging markets offer considerable opportunities for ecommerce businesses to expand in 2025. Indeed, countries such as Turkey, Romania, Poland and Hungary offer “exceptional growth potential” for UK-based firms, says Heron, thanks to increasing access to high-speed internet services, more mobile commerce and rising numbers of middle-class consumers. 

However, to identify the best opportunities for growth and target their efforts, ecommerce firms need to conduct thorough research. They should also explore how the UK’s membership of the Comprehensive and Progressive Agreement for Trans- Pacific Partnership (CPTPP) might benefit their sales, along with other free trade agreements. 

Heron recommends that firms analyse website traffic and truly understand where demand for their products is coming from. “Then you can position yourself effectively to drive international growth, for example by making sure your website is available in the local language or that you’ve got the right payment options set up.” 

He also highlights the importance of fully understanding customs rules and other country-specific regulations. “You need to ensure you’re delivering a seamless experience that will drive international sales growth and customer loyalty,” he says. 

A partner like DHL Express is well-placed to help with this challenge. “We’ve got the experience, we’ve got the people, and we’ve got the capability to open up those corridors of opportunity and help businesses to reach new markets,” Heron explains.

More complexity in mature markets

While emerging markets offer enticing growth prospects, established ones could present some unique challenges that need to be carefully navigated. Incoming protectionist policies in the US could impact international trade, for example – though Heron stresses that new tariffs targeted at China, Mexico and Canada are unlikely to affect UK firms. 

“We’re seen as a creative and specialised producer, not a mass one,” he says. “Therefore we’re less likely to be heavily impacted by any changes the new US administration may make.”

Despite the mature ecommerce landscape across much of Europe, diverse VAT rates, ever-evolving compliance requirements and other logistical hurdles will still need to be navigated in 2025. “A lot of cross-border business with Europe will continue to be a challenge,” says Heron. 

To succeed, businesses will need to be strategic in their market selection, focusing on regions where they have a strong customer base or other operational advantages. Additionally, investing in robust logistics partnerships and optimising cross-border payment systems can help mitigate potential challenges.

Sustainability as a core consumer value

Sustainability is no longer a niche concern, but a fundamental consumer value that will increasingly shape purchasing decisions. Indeed, many online shoppers now seek out brands that demonstrate environmental responsibility, prioritise eco-friendly products and packaging, and offer transparency on their CO2 emissions.

Recent research by DHL found that 73% of online shoppers would like to know the CO2 emissions or other information about how climate- friendly their delivery is, for example. In addition, 88% of customers are more likely to be loyal to a company that supports environmental issues. 

“Environmental consciousness is a big driver in consumer behaviour, with consumers increasingly opting for responsibly made products to reduce their environmental impact,” says Heron. “Firms that can really rise to that challenge will not only contribute to a healthier planet but also expand their customer base.” 

Businesses can respond to these evolving expectations by integrating sustainable practices throughout their operations, from sourcing and packaging to shipping. Partnering with logistics providers such as DHL Express, which offers carbon-reduced shipping options, could therefore help them to attract more eco-conscious consumers in 2025.

The ongoing rise of social commerce

Consumers are increasingly turning to social media platforms for product discovery, research and purchasing – a trend that looks set to continue throughout 2025.

“Social media platforms have evolved into seriously powerful shopping channels, with three out of four consumers now actively using social platforms for purchasing decisions,” says Heron.

But while social media offers vast opportunities, standing out in a crowded digital space requires innovative strategies and consistent brand messaging. “Businesses need to establish and maintain a strong social media presence to enlarge their number of followers, and therefore the amount of reach and engagement they’re getting with a truly global audience,” says Heron.

To make the most of social commerce, ecommerce firms also need to create engaging content tailored to each platform’s unique audience, using platform analytics to refine targeting and optimise their marketing spend. If they can get this right – and capitalise on other emerging trends – they should experience significant success in 2025.