eCommerce Trends: January & February 2025

Feb 28, 2025by Real Agency

If you’ve been keeping an eye on the eCommerce space, you’ll know that 2025 has already brought some interesting shifts. Let’s break down the biggest trends in January and February and what they mean for brands looking to level up.

1. The UK Is Owning the Online Shopping Space

Here’s a stat that might surprise you: Brits are spending around 8.8% of their yearly income online, more than shoppers in the US or France (The Times). For businesses tapping into the UK market, this is huge.

What this means for brands:

Faster delivery options thanks to the UK’s efficient parcel networks.
The chance to experiment with interactive shopping tools like live-stream shopping events.

2. Mobile Shopping Dominates

Mobile commerce is booming, and medium-sized businesses that nail the mobile experience will win big (Statista).

Here’s what works:

Fast-loading, mobile-optimised sites that make browsing easy.
Easy payment options like Apple Pay and Google Pay.
Selling directly through social media platforms like Instagram and TikTok.

3. Sustainability Still Matters

Eco-friendly shopping isn’t a passing trend. Shoppers want brands that care about the planet, and businesses that are upfront about their efforts will continue to stand out (McKinsey & Company ).

What successful brands are doing:

Promoting eco-friendly products and sustainable packaging.
Sharing behind-the-scenes content about sustainability efforts.
Partnering with green delivery providers.

4. Personalisation Is Essential

Customers expect shopping experiences tailored to them. small and medium-sized brands have an edge here as they can offer personal touches that big brands struggle to replicate (Forbes ).

Winning strategies:

Recommending products based on past purchases.
Tailoring marketing emails to match browsing habits.
Offering exclusive product drops for top customers.

What 2025 Has Meant for Brands So Far

While 2025 started with cautious spending, there’s still plenty of opportunity for medium-sized eCommerce brands. Shoppers might be more selective, but they’re still buying. By focusing on standout experiences through personalisation, mobile-first strategies, and sustainability, brands can build lasting customer relationships. Stay flexible, keep listening to customers, and stay ready to pivot when needed.