E-commerce Trends 2025: A Year of Challenges, Opportunities, and Optimization 

The year 2025 in e-commerce will be a time to adapt to economic challenges and seek ways to increase efficiency. No revolutions are expected – the main focus will be on optimizing processes, streamlining order management, and effectively managing costs. Artificial intelligence (AI) will gain even more significance as its applications become increasingly practical, ranging from personalization to process optimization. 

We also asked our clients, experts, and e-commerce practitioners about the key trends, technologies, and challenges for the upcoming year. Their insights helped create a comprehensive picture of the changes awaiting the industry. 

Exploring New Markets: Cross-Border Opportunities 

In the face of the economic crisis in Germany and high competition on Western markets, companies are increasingly turning their attention to the dynamically developing countries of Central and Eastern Europe, such as the Czech Republic, Slovakia, Romania and Serbia. This is where the increasing growth and dynamics in e-commerce are observed. 

At the same time, Italy and Spain are gaining interest in Western Europe, offering opportunities for stable growth in a less crowded market environment. 

Personalization Redefined by AI 

Artificial intelligence is becoming a pillar of effective offer personalization in e-commerce. Advanced algorithms will allow companies to precisely tailor products and services to the individual needs of customers in both B2C and B2B models. 

“Personalization is the key to standing out in the competitive publishing market. Thanks to AI, we can analyze even products that are difficult to parameterize, such as the content of books. This is essential when managing an offer that includes over 50,000 titles and hundreds of new releases each month.” – says Beata Gutowska, E-commerce Director at Publio.pl and Board Member of Agora Książka i Muzyka sp. z o.o. 

Analyzing data such as purchase history, current customer journeys, and usage context will not only increase sales but also build long-term customer loyalty.

“AI is revolutionizing marketing and personalization, delivering offers perfectly tailored to customer needs with unprecedented precision.” – adds Beata Gutowska. 

The Evolution of Marketplaces 

Marketplaces are no longer exclusive to e-commerce giants. In 2025, both industry leaders and mid-sized enterprises are expected to intensify their efforts in this area. “The rise of marketplaces in Poland is not a new trend, but we see a clear increase in more specialized platforms. A good example is Erli.pl, which shows that even a general marketplace can find its niche alongside giants like Allegro.” – says Bartosz Pilch, Group Director of Omnichannel at SIG plc. 

Leaders in sectors such as electronics, media, books, pharmaceuticals, home furnishings, and furniture will launch their own marketplace platforms to keep up with the competition. Meanwhile, mid-sized companies see this model as an opportunity to increase orders and margins by expanding their offerings with products from external suppliers. 

New technologies are also emerging, reducing the costs of implementing marketplaces compared to the previous year. This may encourage more companies to invest in this area. However, it’s worth noting that despite technological advancements, developing a marketplace still requires significant financial outlays and precise planning. In 2025, such platforms may become tools for expansion and a means of building competitive advantage, especially in industries where competition is intensifying. 

“Allegro already accounts for nearly 60% of sales in Polish e-commerce, meaning one company controls a significant part of the market. Similarly, in the US, Amazon holds over 50% market share. Micro-monopolies are emerging not due to resource scarcity or geographic constraints but because of customer trust, shopping convenience, and positive user experiences. Customers return because they know the buying process and don’t have to worry about returns. Marketplaces will continue to grow, expanding their assortments and offering increasingly niche products, creating opportunities even for smaller players.” – says Mateusz Waligóra, E-commerce Manager at Pneumat. 

Dynamic Pricing for Omnichannel Success 

Pricing in the multi-channel sales environment will be a significant challenge in 2025. Marketplaces, mobile applications, brick-and-mortar stores – each channel requires a consistent but flexible pricing policy that will allow for a quick response to market changes. 

Companies will revise their existing pricing strategies, introducing precise and clear rules as well as tools for price management. This will provide control over margins and the ability to respond dynamically to market needs. Large retail companies, distributors, and manufacturers will pay particular attention to pricing, treating it as a key element of competitive advantage. 

“Companies must focus on improving logistical efficiency and adopting a conscious pricing policy, including margin management. In the face of intense competition, flexibility and precision will determine success.” – says Bartosz Pilch. 

Streamlining Fulfillment and Routing 

Handling orders in multiple channels is becoming an increasingly complex challenge. It is particularly difficult to make deliveries from different warehouses to one customer, especially when the order includes both own products and those from marketplace partners. Striving to minimize the lead time additionally complicates these processes. 

Back-office systems implemented several years ago are struggling to keep up with the demands of today’s multichannel commerce. With the growing number of sales channels, investments in advanced Order Management Systems and modern fulfillment solutions are necessary. Mid-sized and large retailers are increasingly implementing technologies that improve order routing, enabling cost optimization and enhanced customer satisfaction. 

“Soon, meeting growing customer expectations will be crucial. Consumers will demand a broader product range, more attractive prices and promotions, and faster, more convenient delivery options like next-day or same-day delivery. Modern logistics solutions, such as temperature-controlled parcel lockers, will also gain popularity. At the same time, the ergonomics of online stores, especially in the context of mobile devices, which dominate internet traffic, will increase in importance.” – comments Patryk Dolewa, Chief Technology and Business Transformation Officer at Gemini Polska. 

Unlocking AI’s True Potential 

Artificial intelligence remains the most important technological trend of the last decade. After the phase of experiments with its use – from generating higher revenues, through improving customer service, to cost optimization – in 2025, retail companies will focus on implementing AI tools in a thoughtful and effective manner. 

In the coming year, companies will focus on applications that balance costs with profits, providing real business benefits. This pragmatic approach will allow for better use of the potential of AI in current operations and gain a competitive advantage. In selected industries, we can expect breakthrough implementations that will distinguish technological leaders on the market. 

“Artificial intelligence generates enormous interest, but practical implementations remain a challenge. Many projects stop at the proof-of-concept stage without achieving a real impact on business efficiency, such as process automation or offer optimization.” – says Mateusz Waligóra. “AI has immense potential, but its implementation requires advanced infrastructure and a deep understanding of customer needs and company processes. It remains both a great promise and a challenge for the e-commerce industry.” – emphasizes Waligóra. 

Operational Efficiency and Cost Optimization 

The year 2024 was marked by an economic crisis expected to last at least until mid-2025. In response to this challenging economic environment, companies are focusing on cost-optimization projects and enhancing operational efficiency. Advanced analytics and process automation play a particularly crucial role, not only supporting better decision-making but also helping to reduce expenses and accelerate the implementation of initiatives. 

“In the competitive health products market, operational efficiency and scalability are key to maintaining profitability. Implementing advanced analytics tools enables data-driven decision-making, while process automation helps lower operational costs and shorten the completion time for key tasks.” – adds Patryk Dolewa. 

New Ways to Discover Products & Content (GEO) 

In e-commerce, discovering products through generative AI tools such as SearchGPT and Perplexity, as well as platforms like YouTube, is becoming a growing trend. YouTube serves users not only as a source of entertainment but also as a platform for inspiration and product information, requiring businesses to maintain an active presence on this channel. 

“Customers are increasingly discovering new products through social media or AI-based recommendation tools. This forces us to change marketing strategies and establish a presence where our audience is migrating.” – says Beata Gutowska. 

Searching through generative AI highlights the need to use Generative Engine Optimization (GEO) alongside traditional SEO. GEO allows companies to better align their strategies with new search methods leveraging generative AI. “These technologies can redefine the importance of traditional search engines. Companies need to adjust their SEO and GEO strategies to appear in AI-generated results and effectively reach customers.” – adds Bartosz Pilch. 

Cybersecurity: A Strategic Priority 

The growing number of cyberattacks is forcing companies to invest heavily in security. Strengthening IT infrastructure is crucial not only for protecting customer data, but also for compliance with increasingly restrictive legal regulations. In 2025, security will become a fundamental element of technological strategies in e-commerce. 

“In the face of growing cyber threats, investments in security are indispensable, even though they may not directly benefit the customer. Data protection and system security are the foundations of trust and operational continuity. Companies must treat cybersecurity as a priority, remembering that the cost of potential breaches can far outweigh the costs of prevention.” – emphasizes Bartosz Pilch. 

E-grocery On the Rise 

Online grocery shopping in Poland is gaining momentum. Innovative solutions like autonomous stores, quick-commerce platforms (Żabka Jush, Frisco), and ambitious plans by Biedronka and Dino underscore the growing importance of this segment in e-commerce. Logistics remain a challenge, but the growth potential in this category is undeniable, especially as Poland lags behind other European countries. 

According to data from Strategy&, the share of online grocery sales in Poland is expected to grow from 1.4% in 2022 to 2.7% in 2027. By comparison, this share is projected to reach 26% in the UK, 25% in the Netherlands, 23% in France, and 11% in Germany by 2030. 

The Continued Growth of Re-Commerce 

Re-commerce, or the trade of second-hand products, continues to gain momentum. Interest in this category is reaching record levels, driven by the success of platforms like Vinted and other portals specializing in the sale of pre-owned items. 

This trend has also caught the attention of major players in the fashion industry. Popular brands such as Zalando and Zara have started implementing or testing preowned categories, allowing customers to purchase second-hand clothing. Following their lead, other companies – both those established in the primary market and second-hand networks – are expanding their operations into online channels. 

“We are observing a clear trend toward a circular economy and secondary sales, with platforms like Vinted serving as excellent examples of marketplaces operating exclusively in this area. More and more people are purchasing second-hand items, not only for economic reasons but also in search of more original and unique products.” – says Bartosz Pilch. “Awareness is growing that choosing second-hand products can reduce the exploitation of natural resources. Unfortunately, there is still a group of consumers who prefer cheap, low-quality clothing made of synthetic materials. I hope that in the future, ecological awareness will continue to grow, promoting more sustainable choices.” – adds Pilch. 

Rising Ecological Awareness and the Role of ESG 

Consumer ecological awareness is growing rapidly, and sustainable development is becoming one of the key factors influencing purchasing decisions. Customers are increasingly boycotting companies that do not align with this trend, especially noticeable among Generation Z – a consumer group that is gaining significance and purchasing power each year. 

In response to these expectations, retail companies are increasingly focusing on implementing ESG principles. These efforts include providing information on product carbon footprints, using eco-friendly materials, and promoting initiatives to reduce CO2 emissions. 

Recycled material products are also gaining popularity, and renewable energy products and services are increasing their market share. Sustainability is no longer just a branding issue but is increasingly shaping business strategies. 

Supporting Local: The Decline of Fast-Commerce Giants 

Growing consumer awareness and regulatory actions at the national and EU levels may help limit the market share of Asian fast-commerce platforms in Poland. Customers are increasingly choosing local brands that offer shorter supply chains, greater transparency, and better alignment with ecological values. 

“Cross-border trade is both an opportunity and a threat. Foreign players like Chinese platforms Shein and Temu are entering the market with aggressive strategies that do not always comply with local regulations.” – says Mateusz Waligóra. “To ensure fair competition, legislative changes are needed to protect local businesses and support the development of sustainable commerce.” – concludes Waligóra. 

Efficiency and Growth: What Will 2025 Bring? 

The year 2025 promises to be a time of intensive adaptation to economic challenges and changing expectations of consumers. Cost and process optimization will be crucial – it is not only a response to the ongoing crisis, but also a way to build a competitive advantage. 

Implementing modern technologies, developing fulfillment solutions and dynamic pricing will become a priority. At the same time, sustainable development and local initiatives will increasingly influence the shape of the e-commerce market. The year 2025 is a time of evolution – a pragmatic approach, flexibility and efficiency will be key to success in the coming months.