Six trends consumers expect from retail businesses in 2025

In 2025, the retail sector will continue to evolve to align with a number of growing online shopping trends. In fact, Statista reports that global retail eCommerce sales are projected to climb to US $6.88 trillion by 2025, marking an increase from US$6.33 trillion in 2024. This is projected to continue growing over the next few years, reinforcing the increasing importance of crafting a seamless and engaging checkout experience.

In this article, we dissect the current retail eCommerce landscape, delving into what consumers are demanding at the checkout and what businesses can do to convert them. From fast delivery to varied online payment options, here are six things consumers expect from retail merchants in 2025 and the future.

Offer same-day delivery and quick commerce (qCommerce)

With the instantaneous nature of online shopping, consumers are equally demanding immediate delivery of their purchases to align with their situational needs. In fact, around half (48%) of global consumers will abandon their baskets due to inadequate delivery options, according to research conducted by DHL in 2023. Furthermore, a 2024 study by Retail Economics uncovered that 55% of consumers across the globe expect delivery within 48 hours. Retail giants like Amazon and Walmart have already invested heavily in these capabilities.

Alongside the demand for same-day delivery is the growth of quick commerce (qCommerce), which offers short or on-demand delivery times for online purchases. This is especially the case for supermarkets, with the proliferation of qCommerce services like Ubereats and Deliveroo expanding their offering to include groceries. By 2027, it’s projected that there will be more than 788 million qCommerce users worldwide, marking a sevenfold increase from 2017. Chinese consumers are among the highest adopters, generating the highest revenue globally amounting to US$80 billion in 2024.

Provide an unforgettable and immersive in-store experience

Another trend influencing consumers’ purchasing decisions is experiential retail, also known as ‘retailtainment’. This involves embedding multi-sensory elements into in-store and online channels to enrich the shopping experience and make it more memorable for customers. This may include but is not limited to immersive pop-up stores, smart mirrors and fitting rooms, virtual assistants, livestream shopping and gamification to engage consumers on a deeper level.

For example, Prada recently opened a pop-up Prada Caffè in Harrods, which gave Londoners a taste of its most iconic Milan storefronts. The Instagrammable, 1950s soda shop-inspired displays have allowed the brand to expand its presence and appeal to shoppers.

Communicate sustainable practices to your shoppers

In 2025, eco-friendly purchases will be a key consideration for retail shoppers. In line with this, an increasing number of retail businesses are reviewing their supply chains and product materials to offer sustainable value to their shoppers. In fact, 46% of global consumers have stated that they are buying more sustainable products as a way to reduce their personal impact on the environment. Moreover, they have stated that they would pay 9.7% more For sustainably produced or sourced goods.

For example, ASOS has a ‘Circular Design Collection’, which features clothing and products that are made from at least 98% recycled, renewable and regenerative materials. By introducing sustainability and eco-friendly products, retail brands can appeal to environmentally conscious consumers and maximise their profits.

Don’t ignore social commerce

As of 2025, it is forecasted that 95% of the UK population will own a smartphone and more consumers are favouring mobile-friendly eCommerce avenues like social commerce. Thailand and Colombia are leading this, with 91% of consumers in both countries utilising social networks to make online purchases.

When delving into shopping behaviours, the social commerce penetration rate is expected to be 30.78% in 2025 and rise to 31.41% in 2028. Facebook, Instagram, YouTube and TikTok are among the top platforms for social shopping. The convergence of social media and eCommerce has simplified the purchase process, minimising friction and facilitating more direct pathways to payments.

To meet these evolving consumer expectations, merchants should consider adopting a hybrid approach by integrating social commerce into their broader eCommerce strategy. While traditional eCommerce stores remain critical for brand presence and deeper customer engagement, leveraging platforms like Facebook, Instagram, YouTube, and TikTok allows businesses to meet customers where they already spend significant time. These platforms not only simplify the purchasing process but also enable merchants to reach new audiences, showcase products in authentic, relatable ways, and foster direct engagement through social interactions. Combining a well-optimised eCommerce stores with an active presence on social commerce platforms can create a seamless and diversified shopping experience that aligns with the preferences of today’s digitally savvy consumers.

Offering a mix of payment methods is crucial

Providing a diverse range of payment methods is no longer optional, it’s essential for meeting consumer expectations and maximising sales. According to recent research by Statista, 17% of global shoppers will exit the checkout if their preferred payment method is not offered as of 2024. This is especially important when expanding into new markets, where global payment options aren’t necessarily widely accepted by locals.

Globally, 60% of the population is predicted to use digital wallets by 2026. Delving into regional-specific trends, it can be seen that digital wa(eWallets) are favoured by APAC customers, with 70% of shoppers in the region opting for this payment method in 2023. Comparatively, the same research found that debit and credit cards are favoured by close to a third of consumers located in North America, Latin America (LATAM), Europe and the Middle East and North Africa (MENA). To this effect, merchants must work with a trusted payment partner to understand the unique payment nuances between regions and countries to optimise their conversions and engage target markets.

To succeed, merchants need to collaborate with trusted payment partners who can provide insights into regional payment habits and offer tailored solutions. This includes integrating widely-used payment methods such as digital wallets, enabling seamless cross-border transactions, strategic advisory on local regulatory requirements and simplifying the payment process with seamless checkout solutions. By addressing payment nuances and offering flexible options, businesses can enhance conversion rates, build trust and cater to the diverse expectations of their global customer base.

Personalised and simpler user experiences

Consumers increasingly expect retail businesses to deliver personalised and seamless shopping experiences, where their needs and preferences are anticipated and catered to effortlessly. This is being driven by advancements in technologies such as generative AI (genAI), which empower retailers to analyse consumer shopping behaviours, purchase histories and preferences to create bespoke shopping journeys. The result is a more intuitive, engaging experience that fosters stronger customer loyalty.

Younger generations are especially open to this, with 69% of Gen Z consumers interested in integrating AI technologies into their online shopping experiences by offering tailored price comparisons, offers, suggestions and assistance in 2024. Well-known beverage retailer, Starbucks, excels at this and utilises real-time consumer data to send nearby customers offers for their favourite drinks.

Beyond personalisation, consumers also value simplicity, particularly when it comes to the checkout process. Streamlined and mobile-friendly pathways to purchase, such as one-click checkouts and integrated payment solutions, reduce friction and enhance satisfaction. As consumer expectations evolve, the key takeaway for retailers is to combine personalisation with ease, crafting a user experience that feels both tailored and effortless.

How can emerchantpay help retail businesses

With over 20 years of experience, emerchantpay has vast expertise in optimising payments for businesses across various regions and verticals. As a trusted global payment service provider and acquirer, we can support you in elevating your checkout through:

Retail payments advisory

You’ll have access to a dedicated payments expert, who can advise on best payment practices and help your business fine-tune its payments strategy.

Alternative payment methods and extensive acquiring capabilities

We offer a comprehensive array of local and global payment methods, including popular eWallets like Google Pay and Apple Pay. Alongside this, we offer in-house and worldwide merchant acquiring services, helping you to seamlessly accept transactions on a global scale and maximise your revenue.

Robust anti-fraud solutions and chargeback management

Partner with a dedicated Risk Analyst on mitigating instances of fraud, while improving acceptance and conversion rates. Alongside this, we offer 3DS2 and AVS to help you bolster your fraud strategy. Additionally, we provide a real-time, rule-based risk engine designed to safeguard transactions by identifying and blocking suspicious activities as they occur.

Seamless single-click payment integrations

Elevate your checkout experience and increase repeat purchases with our tokenisation integration, which facilitates one-click payments. Customers can safely and smoothly save their payment information for subsequent purchases, boosting conversions and improving brand loyalty for your business.