As the eCommerce sector braces for what will undoubtedly be a transformative 2025, retailers find themselves at a critical crossroads. The combination of technological innovation, shifting consumer expectations, and economic recalibration is shifting the landscape.
To gain insight into what lies ahead, Retail Gazette speaks with James Brooke, CEO of Mapp – Global Marketing Cloud provider. Brooke’s deep expertise in eCommerce, digital marketing, and AI positions him as a pivotal voice for the industry.
Reflecting on recent years, Brooke highlights the immense challenges that have tested retailers. The fallout from the cost-of-living crisis, soaring customer acquisition costs, and geopolitical instability created a turbulent environment. Yet, as 2024 draws to a close, there is cautious optimism.
“Retailers have faced high levels of stress, particularly as we enter peak trading season, where 50% of annual sales can be made,” Brooke explains. “But with inflation easing and some economic stability returning, there’s a sense that 2025 could be a better year – despite the unpredictable geopolitical backdrop.”
Brooke’s insights underline a pivotal truth: while challenges remain, the foundations for growth and innovation are stronger than they have been in years.
Key trends shaping eCommerce in 2025
The loyalty revolution
One of the most striking shifts Brooke identifies is the pivot toward loyalty-driven strategies. Rising customer acquisition costs – up 15%, according to ContentSquare – have forced retailers to rethink their approach. The focus is now on maximising customer lifetime value rather than pursuing one-off transactions.
“Retailers are moving away from the idea of ‘buying’ success,” Brooke observes. “With organic growth slowing and mobile penetration already at saturation, they’re realising the importance of building long-term relationships. Concepts like ‘share of wardrobe’ in fashion reflect this shift, where brands aim to embed themselves deeply into consumers’ lives.”
This strategic evolution, Brooke explains, requires a comprehensive transformation of how businesses create value, moving from transactional to relationship-focused models.
AI as a catalyst for change
Artificial intelligence stands at the forefront of ecommerce transformation. Brooke anticipates that 2025 will see the emergence of AI shopping agents – tools that will fundamentally change how consumers interact with brands.
“These agents will act as intermediaries, curating options, summarising offers, and even making purchases on behalf of consumers,” Brooke predicts. “Imagine an AI assistant using your preferences to filter choices or even pre-emptively buy items. This will reshape the way brands structure their catalogues, promote products, and engage with customers.”
Beyond customer-facing interactions, Brooke emphasises AI’s potential to enhance operational efficiency. From supply chain optimisation to demand forecasting, AI can help retailers predict size demand by demographic or location, reducing waste and improving profitability. These advancements align with growing consumer expectations for sustainability and efficiency.
The omnichannel imperative
The demand for seamless customer experiences across digital and physical channels is another defining trend for 2025. According to Brooke, disjointed omnichannel strategies – such as inconsistent return policies – alienate customers and erode trust.
“Customers expect a unified experience,” he explains. “Integrating data across all touchpoints to create a single view of the customer allows retailers to forecast demand, tailor product assortments, and deliver personalized experiences.”
Brooke points to apps as a critical tool in achieving this goal. “Apps are becoming the retailer’s voice in the phone ecosystem. They’re not just about convenience but also about capturing first-party data to build deeper customer relationships.”
Privacy and trust as competitive advantages
As data privacy regulations tighten and consumers grow more protective of their personal information, Brooke highlights the importance of transparency and trust.Privacy and trust as competitive advantages
“Retailers that embrace privacy-first practices will gain a significant advantage,” he says. “Consumers are increasingly wary of how their data is used, and businesses that respect their preferences will build stronger, more loyal relationships.”
Brooke notes that markets like Germany are leading this charge, with privacy-conscious solutions becoming the norm. This trend underlines the importance of first-party data and the need for retailers to engage consumers directly rather than relying on third-party sources.
Technology evolution: Flexibility over monoliths
Brooke also discusses the shift away from monolithic eCommerce platforms toward more flexible, composable solutions.
“The days of legacy systems like ATG and Hybris are fading,” he notes. “Retailers are now gravitating toward platforms that offer flexibility and scalability, whether that’s enterprise-level solutions or more accessible platforms like Shopify.”
This evolution enables retailers to adapt quickly to emerging use cases, reduce costs, and enhance the overall shopping experience.
Under-the-radar trends: AI-powered conversations and ethical personalisation
While AI is dominating headlines, Brooke points to conversational commerce as a trend that’s quietly gaining traction. “Voice interfaces like Alexa, coupled with smarter AI, will make interactions with retailers more intuitive,” he says. “These systems are becoming more capable of understanding natural language, creating a seamless shopping experience.”
Additionally, Brooke highlights the growing importance of ethical personalisation. “Personalisation can no longer be a ‘black box.’ Retailers must be transparent about how they use data and allow customers to opt in meaningfully. Those that lead with trust and openness will win in the long term.”
Bold predictions and actionable advice
When asked for his boldest prediction for 2025, Brooke doesn’t hesitate. “AI shopping agents will become a reality,” he asserts. “They’ll start small but quickly grow, fundamentally altering the retailer-consumer relationship.”
As for advice, Brooke stressed the urgency of action. “You need to build organisational muscle around AI and insights-driven technologies now. Start small, iterate, and learn. Waiting will leave you unprepared for the future, much like the brands that ignored eCommerce in its early days.”
Embracing 2025’s opportunities
The future of eCommerce is rich with opportunity for those willing to adapt. As James Brooke emphasises, advancements in AI, loyalty strategies, and omnichannel integration will shape the next chapter of retail. Retailers must act decisively, investing in the tools, technologies, and strategies that will define success.
“2025 is not about waiting for the perfect roadmap,” Brooke concluded. “It’s about experimenting, learning, and preparing for a future that’s already here. The winners will be those who embrace change with agility and foresight.”
For retailers ready to seize the moment, 2025 offers the chance to not just survive but thrive in a dynamic, competitive landscape.
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