Introduction
If 2024 was the year of experimentation, 2025 was the year ecommerce fundamentally transformed.
From the explosive growth of AI-powered shopping to the continued dominance of social commerce, from regulatory battles with Chinese fast-fashion giants to the quiet but steady migration from websites to mobile apps, the past twelve months have reshaped the digital retail landscape in ways that will echo for years to come.
Consider the numbers: Global ecommerce sales reached $6.42 trillion in 2025, growing 6.8% from the previous year . By year-end, online sales accounted for 20.5% of total global retail, with that figure projected to climb to 22.5% by 2028 . More than three billion people made at least one online purchase during the year .
But the story of ecommerce in 2025 isn’t just about growthâit’s about transformation. Artificial intelligence evolved from a back-office optimization tool into a front-line customer engagement engine. Social media cemented its role as a primary sales channel. Mobile commerce achieved dominance across every major market. And retailers faced unprecedented pressure to balance growth with profitability, sustainability, and trust.
This guide is your comprehensive year-in-review. Drawing on verified data from Shopify, Digital Commerce 360, Statista, DHL, and leading market analysts, we’ll cover everything you need to know about ecommerce in 2025.
You will learn:
- The hard numbers:Â $6.42 trillion in sales, 6.8% growth, and 20.5% market share
- How AI transformed the shopping experienceâfrom generative product descriptions to autonomous agents
- The rise of social commerce: 70% of consumers expect to shop primarily through social platforms by 2030
- Mobile’s dominance: nearly 80% of retail website visits originated from smartphones
- The regulatory battles reshaping global trade, including the end of the “de minimis” exemption
- The sustainability imperative: 75% of shoppers factor environmental impact into purchase decisions
- Key challenges: returns crisis, rising acquisition costs, and data security concerns
- Expert predictions for what 2025’s trends mean for 2026 and beyond
Whether you’re a merchant, marketer, or simply observing the evolution of digital commerce, this guide provides the definitive account of ecommerce in 2025.
H2: Ecommerce 2025 by the Numbers
H3: Global Sales and Growth
According to Shopify’s analysis of EMARKETER data, global ecommerce sales reached $6.419 trillion in 2025, representing 6.8% growth from the previous year . This follows a pattern of steady expansion that has characterized the post-pandemic era.
| Year | Retail Ecommerce Sales (Trillions) | % Change |
|---|---|---|
| 2022 | $5.080 | 5.9% |
| 2023 | $5.580 | 9.6% |
| 2024 | $6.007 | 7.7% |
| 2025 | $6.419 | 6.8% |
| 2026 | $6.880 | 7.2% (proj.) |
Different analysts use different methodologies, resulting in varying estimates. Research Nester placed the 2025 market size at a much higher $37.2 trillion, though this figure likely includes a broader definition of ecommerce encompassing B2B transactions and wholesale digital commerce . By contrast, a Market Research report valued the market at $5,118.79 billion using a narrower definition . The Shopify/EMARKETER figure of $6.42 trillion is widely cited for retail ecommerce specifically.
H3: Ecommerce Share of Total Retail
Ecommerce’s share of total global retail continued its steady climb, reaching 20.5% in 2025 . This means more than one in every five dollars spent globally on retail was transacted online.
In the United States, the Census Bureau reported that ecommerce accounted for approximately 15.5% of total retail sales in Q2 2025 . However, as PYMNTS has noted, headline figures mask where consumer choice actually exists. When you exclude categories where in-person shopping persists largely out of necessityâautos, gas, and much of groceryâonline penetration in discretionary categories like apparel, electronics, and home goods exceeds 30â40% in mature markets .
H3: Regional Leadership
China remains the world’s largest ecommerce market, with online sales accounting for over 20% of total retail in the country . Alongside the United States and Western Europe, these three regions represent 80.5% of global ecommerce sales .
The Asia Pacific region continues to dominate, driven by rising internet penetration, advanced logistics, and strong consumer purchasing power . In markets like South Korea, mobile devices account for more than 75% of all online sales .
Emerging markets showed the fastest growth. Turkey, Brazil, India, and Argentina all recorded compound annual growth rates (CAGR) exceeding 10% in 2025, making them attractive targets for cross-border expansion .
H2: The AI Revolution in Ecommerce
If one theme defined ecommerce in 2025, it was the wholesale integration of artificial intelligence across every aspect of the shopping journey.
H3: From Novelty to Expectation
According to DHL’s ECommerce Trends Report 2025, which surveyed 24,000 consumers across 24 markets, 70% of global consumers now expect AI-enabled tools like voice assistants, smart search, and virtual try-on features to help guide purchasing decisions .
Already, 37% of shoppers use voice commands to shop, with usage jumping to 50% among consumers who regularly buy through social platforms . AI is no longer a noveltyâit’s an expectation.
H3: The Rise of Generative AI in Shopping
Generative AI emerged as a transformative force in 2025. Half of industry professionals surveyed by Euromonitor said they plan to invest in GenAI over the next five years . Retailers are weaving AI into the core of their apps to create individually tailored landing pages, product descriptions, and illustrations .
Walmart announced it was accelerating its strategy to create a unique homepage for each shopper, combining GenAI, augmented reality, and personalization to create immersive shopping experiences across its Walmart and Sam’s Club stores . The enhanced site, which launched in the US by the end of 2025, uses AI to offer tailored recommendations in multiple markets.
In late 2024, German apparel specialist Zalando made its AI-powered fashion assistant available in 25 countries. Powered by its own models as well as OpenAI’s large language models, the assistant allows logged-in customers to receive personalized fashion advice in their chosen language, replacing traditional keyword search with intuitive, conversational discovery .
H3: AI-Driven Traffic and Conversion
Perhaps the most striking data point of 2025 came from Similarweb’s Global State of Ecommerce report: AI-referred traffic converted at 11.4%, more than double the 5.3% rate from organic search .
Laurie Naspe, director of market insights at Similarweb, explained: “Brands and sellers who successfully optimize for AI visibility are likely to capture a new traffic channel that delivers high-intent visitorsâpeople who are primed to buy because they’ve already done their research” .
This finding has profound implications for SEO and digital strategy. As Google increasingly prioritizes AI-generated responses over traditional linksâleading to decreases in organic CTR of up to 50% in some casesâmerchants must adapt to a world where being cited as a source by AI matters as much as ranking first .
H3: Agentic AI Emerges
2025 also saw the emergence of agentic AIâsystems that can trigger workflows and resolve customer issues without human involvement . While still in early stages, this technology promises to transform customer service and eventually handle entire purchase journeys autonomously.
Amazon advanced its Rufus conversational assistant throughout 2025, developing tools that can monitor prices and autonomously execute purchases . As one industry observer noted, we are heading toward a future where consumers will simply ask AI to “book a trip for me,” and the agent will manage the entire process without direct involvement .
H2: The Social Commerce Explosion
Social media’s transformation from discovery engine to direct sales channel accelerated dramatically in 2025.
H3: The Shift to Social Shopping
According to DHL’s research, 70% of consumers expect to do most of their shopping through social media platforms such as TikTok, Instagram, and Facebook by 2030 . In markets like Thailand, adoption is even more advancedâ86% of shoppers there already purchase through TikTok .
Gen Z consumers are leading the shift, with half saying they already use TikTok to shop . The influence of online communities continues to grow: 82% of consumers say viral trends and online buzz affect their buying decisions .
H3: The Rise of Live Streaming Commerce
Live streaming evolved from a Chinese phenomenon into a global sales channel. Platforms such as Douyin (the Chinese version of TikTok) generate billions in sales via live streams, with hosts demonstrating products and taking orders in real-time .
In Western markets, TikTok Shop expanded rapidly, forcing brands to reshape their marketing strategies around influencer partnerships and authentic video content designed to drive immediate purchase within the social platform .
H3: Social Commerce Market Size
Statista data shows social commerce’s share of total ecommerce continues to grow, though specific 2025 figures vary by region . The integration of shopping into social media and “super apps” has created a seamless, impulse-driven purchasing environment that traditional ecommerce channels struggle to match .
H2: Mobile Commerce Dominance
Mobile devices cemented their position as the primary gateway to ecommerce in 2025.
H3: The Numbers
According to Statista, smartphones accounted for nearly 80% of all retail website visits worldwide in 2025, and generated the majority of online orders compared to desktops and tablets .
Research Nester projects that smartphones will maintain a 75.4% share in the device segment through 2035, fueled by universal smartphone penetration and high data speeds .
H3: The App Shift
A significant trend in 2025 was the migration from mobile websites to native apps. Similarweb’s analysis showed ecommerce app sessions rose 13% while visits to ecommerce and shopping websites fell 1% .
“Getting consumers to download your appâand making it a truly engaging experienceâis a powerful way to make shopping your store a habit,” said Laurie Naspe of Similarweb .
Amazon led with 651.7 million monthly active app users, followed by Shopee with 392.8 million and Temu with 246.4 million . Fast-growing niche retailers like Farm Rio saw app MAUs surge 311.8%.
H3: The “Super App” Ecosystem
In Asia, the integration of shopping into “super apps” like WeChat and GoJek has redefined the mobile commerce experience. Users can pay bills, shop, and use other services without leaving the applications, creating a seamless environment that Western markets are only beginning to replicate .
H2: Cross-Border Ecommerce and Globalization
International ecommerce reached new heights in 2025, driven by technology and changing consumer attitudes.
H3: The Global Shopper
A DHL study revealed that 59% of shoppers purchase items from retailers outside their home country worldwide . This represents a considerable shift from 2015, when only 35% of shoppers searched for products outside their domestic digital markets .
Another DHL finding showed that over 30% of online shoppers buy items from retailers in other countries monthly .
H3: The Localization Imperative
As cross-border shopping grows, so does the need for localization. Marketplace expansion solutions that automatically translate product listings, convert prices and sizes, and optimize for local search algorithms became essential tools for international sellers .
Early AI adopters gained significant competitive advantage by using these tools to reduce the time and cost of entering new markets .
H3: The Temu and Shein Effect
Chinese fast-fashion and discount platforms continued their global expansion in 2025. Despite facing U.S. tariff headwinds, Temu’s overall traffic jumped 56.9% year over year . The platform’s parent company, Pinduoduo, emerged as a major force alongside established players like Alibaba and JD.com .
This growth triggered regulatory pushback. Shortly after his return to the White House, President Trump launched a crusade against low-value shipments to hinder Chinese giants such as Temu and Shein . Europe is preparing to follow suit, introducing a âŹ3 tariff per item category for all ecommerce packages valued under âŹ150, effective July 2026 . This represents a structural shift in global logistics that will increase costs and complicate exports.
H2: The Logistics and Sustainability Challenge
H3: Delivery as a Conversion Driver
DHL’s research highlighted logistics as a major pain point for online shoppers. 81% of consumers abandon their carts if their preferred delivery options are unavailable. Another 79% say unclear or inconvenient return policies prompt them to walk away .
Three in four shoppers say they won’t buy if they don’t have confidence in the shipping or returns process . For retailers, this means flexible delivery choices, transparent policies, and a dependable last-mile experience are no longer optionalâthey’re conversion-critical.
H3: The Returns Crisis
Returns remained a significant challenge in 2025. Search.co estimated that U.S. retail returns totaled roughly $890 billion in 2024, representing 16.9% of sales . For online purchases, return rates are typically higher than in-store, putting additional pressure on margins.
Fraudulent and abusive returnsâincluding empty packages, product swapping, and counterfeit replacementsâcontinued to plague sellers, prompting platforms and logistics providers to invest in AI-powered detection systems .
H3: Sustainability as Mainstream Concern
Sustainability moved from niche concern to mainstream expectation in 2025. DHL found that 75% of global shoppers factor environmental impact into purchase decisions. One in three have abandoned purchases due to sustainability concerns, with that number rising to almost 50% among Gen Z consumers .
The report also found that 54% of respondents prefer used or refurbished items, while 58% are open to recycling or participating in buy-back programs . For many shoppers, sustainable practices are no longer a nice-to-haveâthey’re essential to brand trust and loyalty.
Retailers responded with initiatives ranging from eco-friendly packaging to circular economy programs. Companies like eBay expanded their refurbished offerings, catering to the growing demand for sustainable shopping options .
H2: Key Challenges Facing Ecommerce in 2025
H3: Rising Customer Acquisition Costs
Search.co‘s research documented a sharp increase in customer acquisition costs (CACs) across most channels, forcing brands to rebalance budgets toward retention, loyalty, and user-generated content marketing . Paid-search ROAS continued to decline, making profitability harder to achieve for businesses dependent on paid traffic.
H3: Data Security and Fraud
As ecommerce grows, so does its attractiveness to cybercriminals. Manufacturers and retailers handling online transactions face constant threats of cyber-attacks and payment fraud . Companies are investing heavily in fraud detection systems that use machine learning to analyze transactions and provide guaranteed payment protection .
Statista data shows that consumer concerns about data security remain elevated, with fraud prevention being a top priority for both merchants and payment processors .
H3: Regulatory Pressure
2025 saw intensified regulatory scrutiny of tech giants. The European Union enforced the Digital Markets Act (DMA), imposing multimillion-euro fines on Apple, Meta, and Google for antitrust and data protection violations . These actions forced tech companies to change their business models in Europe.
The battle between Amazon and AI platforms also intensified. Amazon blocked data collectors from AI companies and sent legal letters demanding an end to the practice, arguing that external AI agents couldn’t provide the same accurate pricing and delivery information as Amazon itself .
H3: The Profitability Paradox
Despite record sales, profitability remained elusive for many ecommerce businesses. Euromonitor noted that although e-commerce is predicted to account for 75% of growth in retail over 2024-2029, profitability remains a hurdle . Retailers must sharpen their online strategies to stay relevant amid industry, shopper, and tech developments to capitalize on the long-term channel shift and drive sustainable growth.
H2: Common Mistakes in 2025 (And How to Avoid Them)
H3: Mistake 1 â Ignoring AI Optimization
The error: Treating AI as a future concern rather than a present reality.
The consequence: With AI-referred traffic converting at 11.4% (double organic search), businesses invisible to AI lose significant revenue .
Avoidance: Optimize for AI visibility. Structure product data for machine readability. Ensure your brand is cited as a source by AI platforms.
H3: Mistake 2 â Neglecting Mobile App Experience
The error: Relying solely on mobile websites while app usage surges.
The consequence: With app sessions up 13% and website traffic down 1%, you’re missing the shift to app-based shopping .
Avoidance: Invest in native app experiences. Make app usage a habit, not an option.
H3: Mistake 3 â Underestimating Social Commerce
The error: Treating social media as a marketing channel rather than a sales channel.
The consequence: 70% of consumers expect to shop primarily through social platforms by 2030 . Businesses not selling where consumers shop lose market share.
Avoidance: Integrate social commerce. Build influencer partnerships. Create authentic video content that drives immediate purchase.
H3: Mistake 4 â Ignoring Sustainability
The error: Treating sustainability as a niche concern rather than a mainstream expectation.
The consequence: 75% of shoppers factor environmental impact into decisions; 50% of Gen Z have abandoned purchases due to sustainability concerns .
Avoidance: Implement sustainable practices. Communicate them transparently. Offer refurbished or eco-friendly options.
H3: Mistake 5 â Poor Logistics and Returns Management
The error: Treating shipping and returns as afterthoughts rather than conversion drivers.
The consequence: 81% abandon carts without preferred delivery; 79% leave due to unclear return policies .
Avoidance: Offer flexible delivery options. Make return policies clear and convenient. Build trust in the shipping process.
H3: Mistake 6 â Failing to Adapt to Regulatory Changes
The error: Ignoring evolving trade policies and data protection laws.
The consequence: New tariffs (âŹ3 per item category in EU) and data regulations can disrupt operations and increase costs .
Avoidance: Stay informed about regulatory changes. Build compliance into operations. Diversify markets to reduce exposure.
H2: Expert Tips and Best Practices for 2026
1. Optimize for AI Discovery
AI-referred traffic converts at more than double the rate of organic search . Structure your product data for machine readability. Ensure your brand is cited as a source by AI platforms.
2. Invest in Mobile Apps
With app sessions up 13% and website traffic down 1%, the shift to app-based shopping is clear . Create engaging app experiences that make shopping your store a habit.
3. Embrace Social Commerce
70% of consumers expect to shop primarily through social platforms by 2030 . Build your social commerce strategy nowâdon’t wait.
4. Prioritize Sustainability
75% of shoppers factor environmental impact into decisions . Implement sustainable practices and communicate them transparently. Offer refurbished or eco-friendly options.
5. Make Logistics a Competitive Advantage
81% of consumers abandon carts without preferred delivery options . Flexible delivery, transparent policies, and dependable last-mile experience are conversion drivers, not costs.
6. Prepare for Agentic Commerce
AI agents that can trigger workflows and resolve issues without human involvement are emerging . Plan for a future where consumers delegate entire shopping journeys to AI.
7. Diversify Acquisition Channels
With CACs rising and paid-search ROAS declining, over-reliance on any single channel is dangerous . Build retention, loyalty, and organic discovery.
8. Stay Compliant
New tariffs and data regulations are coming . Stay informed. Build compliance into operations. Diversify markets to reduce exposure.
9. Think Globally, Act Locally
59% of shoppers buy from international retailers . Use localization tools to adapt listings for each market. Balance global reach with local relevance.
10. Focus on Profitability, Not Just Growth
Ecommerce accounts for 75% of retail growth but profitability remains elusive . Sharpen strategies. Balance acquisition with retention. Build sustainable, profitable operations.
H2: Frequently Asked Questions (FAQ)
1. What was the size of the ecommerce market in 2025?
Global retail ecommerce sales reached $6.42 trillion in 2025, growing 6.8% from 2024 . Different analysts use different methodologies, with estimates ranging from $5.1 trillion to $37.2 trillion depending on whether B2B and wholesale are included .
2. What percentage of retail was ecommerce in 2025?
Ecommerce accounted for 20.5% of total global retail sales in 2025, up from 20.1% in 2023 . In the U.S., the Census Bureau reported approximately 15.5% of retail sales were online in Q2 2025 .
3. How did AI affect ecommerce in 2025?
AI transformed ecommerce across every dimension. 70% of consumers expect AI-enabled shopping tools . AI-referred traffic converted at 11.4%âmore than double organic search . Retailers embedded generative AI into apps for personalized landing pages, product descriptions, and customer service .
4. What is agentic commerce?
Agentic commerce refers to AI systems that can trigger workflows and resolve customer issues without human involvement. In 2025, tools like Amazon’s Rufus advanced toward autonomous purchase capabilities . By 2026, consumers may delegate entire shopping journeys to AI agents .
5. How big was social commerce in 2025?
70% of consumers expect to do most of their shopping through social media platforms by 2030 . In markets like Thailand, 86% already purchase through TikTok . Gen Z leads adoption, with half using TikTok to shop .
6. What was mobile’s share of ecommerce in 2025?
Smartphones accounted for nearly 80% of all retail website visits worldwide . Ecommerce app sessions rose 13%, while website visits fell 1%, signaling a shift to app-based shopping .
7. How did cross-border ecommerce perform in 2025?
59% of shoppers purchased from international retailers . Over 30% buy from other countries monthly . Platforms like Temu grew rapidly despite tariff headwinds, with traffic jumping 56.9% .
8. What logistics challenges defined 2025?
81% of consumers abandon carts if preferred delivery options are unavailable. 79% leave due to unclear return policies . Three in four shoppers need confidence in shipping to complete purchases . Returns cost U.S. retailers approximately $890 billion .
9. How important was sustainability in 2025?
75% of shoppers factor environmental impact into purchase decisions. One in three have abandoned purchases due to sustainability concerns, rising to 50% among Gen Z . 54% prefer used or refurbished items; 58% are open to recycling programs .
10. What regulatory changes affected ecommerce in 2025?
The EU enforced the Digital Markets Act, fining Apple, Meta, and Google. The U.S. launched a crusade against low-value Chinese shipments . Europe will introduce a âŹ3 tariff per item category for packages under âŹ150 in July 2026 .
11. Which countries led ecommerce growth in 2025?
China remained the largest market, with online sales exceeding 20% of total retail . Fastest-growing markets included Turkey, Brazil, India, and Argentina, with CAGRs exceeding 10% .
12. What was the conversion rate for AI-referred traffic?
Similarweb estimated AI-referred traffic converted at 11.4%, more than double the 5.3% rate from organic search . This finding has profound implications for SEO and digital strategy.
13. How did Amazon perform in 2025?
Amazon remained the largest ecommerce site with 1.3 billion monthly unique web visitors and 651.7 million monthly active app users . The company advanced its Rufus AI assistant and tested audio summaries on product pages .
14. What happened to TikTok Shop in 2025?
TikTok Shop expanded rapidly, generating significant sales through live streams and influencer partnerships. In markets like Thailand, 86% of shoppers already purchase through TikTok . The platform accounted for $20.3 billion in Southeast Asia GMV .
15. How did customer acquisition costs trend in 2025?
CACs rose sharply across most channels, forcing brands to rebalance budgets toward retention, loyalty, and user-generated content marketing . Paid-search ROAS continued to decline .
16. What were the biggest fraud challenges in 2025?
Fraudulent returnsâincluding empty packages, product swapping, and counterfeit replacementsâcontinued to plague sellers. Companies invested heavily in AI-powered fraud detection systems .
17. How did Walmart’s ecommerce strategy evolve in 2025?
Walmart accelerated its strategy to create unique homepages for each shopper using GenAI, AR, and personalization . The enhanced site launched in the US by year-end, offering tailored recommendations across markets.
18. What was the state of B2B ecommerce in 2025?
B2B ecommerce continued its digital transformation. The Asia Pacific region’s B2B share rose to 79.3% . Government initiatives, such as India’s push for 87% household internet access by 2025, boosted B2B adoption .
19. How did payment methods evolve in 2025?
Digital wallets maintained their dominant position due to convenience and security. In India, UPI revolutionized digital transactions, making online shopping easier and more accessible . BNPL options continued to expand.
20. What’s the outlook for ecommerce in 2026?
2026 is projected to reach $6.88 trillion in sales, growing 7.2% . Key trends to watch: agentic commerce adoption, the âŹ3 EU tariff impact, continued AI integration, and the ongoing shift to mobile apps and social commerce .
H2: Conclusion â The Year Ecommerce Transformed
Ecommerce in 2025 was defined not by a single trend but by a convergence of forces that together represent a fundamental transformation of digital commerce.
The numbers tell part of the story: $6.42 trillion in sales, 20.5% of global retail, 3 billion online shoppers . But the qualitative shifts matter more.
AI moved from novelty to expectation. Seventy percent of consumers now expect AI-powered shopping tools . AI-referred traffic converts at double the rate of organic search . Generative AI creates personalized experiences at scale . Agentic AI promises to handle entire purchase journeys autonomously.
Social media became a primary sales channel. Seventy percent of consumers expect to shop primarily through social platforms by 2030 . Live streaming generates billions in sales . TikTok Shop exploded globally.
Mobile cemented its dominance. Nearly 80% of retail website visits originated from smartphones . App sessions rose 13% while website traffic fell . The shift to app-based shopping is accelerating.
Sustainability became mainstream. Three-quarters of shoppers factor environmental impact into decisions . Half of Gen Z have abandoned purchases due to sustainability concerns . Circular economy models gained traction.
Logistics emerged as a conversion driver. Eighty-one percent of consumers abandon carts without preferred delivery . Clear return policies and shipping confidence are now table stakes.
Regulatory battles reshaped global trade. Tariff wars with Chinese platforms . The EU’s Digital Markets Act enforcement . New fees on cross-border shipments.
The path forward for merchants is clear:
- Optimize for AI discovery. Structure your data. Be cited by AI. Capture that 11.4% conversion rate.
- Embrace social commerce. Sell where consumers shop. Build influencer partnerships. Create authentic video content.
- Go all-in on mobile apps. App-based shopping is the future. Make your app engaging and habitual.
- Make sustainability real. Implement eco-friendly practices. Communicate transparently. Offer refurbished options.
- Treat logistics as competitive advantage. Flexible delivery, clear returns, dependable last-mile experience.
- Prepare for agentic commerce. AI agents are coming. Plan for a future where consumers delegate entire shopping journeys.
- Stay compliant and adaptable. Regulatory landscapes shift. Build flexibility into your operations.
Ecommerce in 2025 was not just about growthâit was about transformation. The businesses that recognized these shifts and adapted accordingly positioned themselves for success. Those that ignored them fell behind.
As we look to 2026 and beyond, the pace of change will only accelerate. The fundamentals established in 2025âAI integration, social commerce, mobile dominance, sustainability, logistics excellenceâwill shape the next decade of digital retail.
The question is not whether these trends will continue. They will. The question is whether you’re ready for what comes next.