4 prominent digital buyer trends that distinguish successful from learning businesses this year

E-commerce is a vital component in global retail and has been evolving at a rapid pace. Everyone can take part in the trend, as everything happens online. One can sell or buy online with just a click and receive services, products, or money instantly. This flexibility and ease of action make engaging with e-commerce irresistible. According to stats, retail digital commerce sales could surpass $4.3BN globally, and the figure is only bound to rise in the years to come. Clearly, it’s a full-scale, appealing and rewarding trend that missing out on just because would make no sense.  

2025 is set to change how consumers interact with brands, products, services, and business platforms. Digital shoppers are now more informed, value-conscious, and digitally empowered than ever before. Retailers and brands that fail to adapt to the ever-changing behaviors risk remaining in the dark. Based on current market and consumer insights you can find at almost any leading data and research company, the following digital shopper trends are expected to dominate 2025 and beyond.

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Budget-friendly choices 

Affordability is a key driver of digital shopping this year. With steadily rising inflation rates and prices that deter many or prevent budget-conscious shoppers from spending as they once did, consumers are on the lookout for cheaper yet high-quality products and services. And it’s quite understandable why so. If one had to pay $40 for a t-shirt in a brick-and-mortar store, now a slightly similar alternative can be found in online and retail stores. Not to mention that in-country delivery is generally fast and possibly cheaper than a cab or gas amount used to get to the mall and back would be. Essentially, it’s just about setting your sights on something, deciding on a budget, and opening your browser to look for it, choosing the alternative that’s the most financially advantageous. 

This trend redefines what shoppers understand through “value”. The biggest drivers of this trend are Shein, Temu, Trendyol, DHGate, and TikTok Shop, among others. Rather than premium branding or heritage, consumers are looking for convenience, speed, and conformity with what’s marketed. The ability to shop affordably without sacrificing speed or choice is crucial for today’s digital shopper. Platforms like the ones mentioned earlier also benefit from agile supply chains and direct-to-consumer models, allowing them to keep costs low and respond rapidly to shifting consumer preferences.

Retail giants and traditional retailers are now under pressure to adapt not to be left behind. Many are launching dedicated low-cost lines, collaborating with digital marketplaces, or experimenting with tiered pricing strategies. Others are focusing on building loyalty through rewards programs, subscription perks, and personalized discounting. This year’s lesson? In order to stay relevant, they must compete not only on price but also on value-added services like customer support, delivery speed, and product innovation.

Social media influence 

The lines between e-commerce and social media have waned so much they’re basically erased. Platforms like YouTube, TikTok, Instagram, Facebook, etc. have morphed from social media spaces for discovery and entertainment into end-to-end commerce ecosystems, with the following trends becoming the norm: 

• Livestream purchases 
• One-click purchases within posts 
• Creator-based product launches.

Consumers are spending increasingly more time on these platform – so much that the concern of “window shopping” or “shopping” addiction is rising and drawn attention to by health experts. For the sake of learning things, the disorder that pushes people to buy unstoppably and mindlessly is called oniomania and is one of the most socially acceptable addictions. Everything surrounding people suggests that shopping brings joy. Right now, even scrolling habitually and imagining buying the targeted product or service thrills many. If you purchase useless items or feel a sharp joy when using your card, taking a moment to reflect on your actions might help you avoid becoming a victim of the aggressive consumerism. 

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A new source of trust 

The fact that shoppers now spend an extraordinary amount of time on social media makes these platforms highly attractive for retailers and brands looking to boost their reach. Consumers are way more likely to trust influencer endorsements over traditional advertising, and with influencers available for nearly every niche, there's an option for every brand. 

Large companies often partner with high-profile influencers and celebrities, while brands with smaller budgets typically work with micro- or nano-influencers. But here’s the catch: today’s consumers expect authenticity. They want to believe that the influencer they trust is genuinely using the product and offering a real, honest review, not just a paid advertisement. 

This growing demand for transparency has significantly enhanced the effectiveness of lower-budget influencer marketing, enabling brands to foster engagement and improve conversion rates among niche audiences. Micro- and nano-influencers, particularly, often outperform their high-profile counterparts in terms of trust and ROI because their content feels more personal, relatable, and grounded in real experience – qualities that today’s digital shoppers won’t compromise on.

Agentic commerce

AI-based personalization has evolved into "agentic commerce" by 2025, where consumers expect digital agents to shop on their behalf. These smart assistants assess user behavior, preferences, buying habits, and even moods to curate personalized shopping lists, make informed purchasing decisions, and automate recurring orders.

Voice assistants, chatbots, and AI-enhanced mobile apps are now serving as virtual shopping assistants, capable of handling tasks ranging from product research to payment processing. Some consumers, who usually sit very well, even allow their AI assistants to make autonomous purchases based on pre-established preferences and budgets.

From fashion to grocery shopping, these digital agents are streamlining experiences and reducing decision fatigue. Retailers are integrating more advanced recommendation engines, predictive algorithms, and conversational interfaces to stay ahead, additionally leveraging customer data more responsibly to build trust and loyalty. Retailers must invest in AI and machine learning to personalize experiences and build digital trust, as the future belongs to brands and retailers who successfully combine automation with insight.

It's no longer enough to be present online. Brands and retailers must create meaningful, seamless, and value-driven experiences at every step of shoppers’ journeys.