After an energising week at Shoptalk Europe, it’s clear the future of ecommerce is being shaped by smarter technology, leaner teams, and rising customer expectations. From major players like Nike and Waitrose to agile disruptors, conversations pointed to a handful of key trends defining the path forward for digital commerce.
Search still drives growth but it’s struggling
Search remains a powerful driver of ecommerce performance, but many retailers find it underdelivers. Frustrations around rigid workflows, lack of control, and poor relevance were common across platforms. Brands are demanding smarter, more automated, and more personalised search experiences that adapt to user behaviour.
AI is now core not just a concept
AI has moved from buzzword to business-critical. It is powering everything from conversational experiences to automated ranking systems. But clean data remains a challenge. Retailers want to see AI in action with clear outcomes and real value, not just future promises.
Merchandising needs to be smarter
With stretched teams and expanding product ranges, manual merchandising no longer scales. Retailers are investing in automation, ai-based scoring, and dynamic journey building. There’s also a shift toward measuring success through engagement and customer interaction, not just revenue alone.
Personalisation is evolving fast
Retailers are pushing beyond recommending similar products toward shaping entire journeys that are unique to the user. There is growing interest in personalising layouts, messaging, and search logic. At the same time, many lack the testing tools and resources to iterate quickly and prove commercial impact.
Flexible tech stacks are essential
Brands are seeking technology that is fast to implement, easy to scale, and open by design. Interoperability is critical. Whether using Shopify, SFCC, or custom builds, retailers want to avoid lock-in and support localisation, especially across diverse European markets.
Retailers are ready to reassess
There is a growing willingness to re-evaluate longstanding platforms and partners. Many see 2025 as a testing ground to validate new approaches ahead of wider adoption in 2026. Retailers are actively revisiting past decisions with an openness to change and innovation.
Trend forecasting becomes strategic
Reading emerging customer behaviours and market signals is now a strategic advantage. Retailers are seeking tools that turn data into early insights, enabling them to move ahead of competitors and anticipate change before it becomes urgent.
Great products still win
Amid all the talk of technology, product quality remains the cornerstone of success. Strong design, clear value, and customer-centric development continue to differentiate the best brands. Discovery tools work best when they’re amplifying genuinely great products.
Personalisation at scale is the new standard
Tailored customer experiences are now expected. Brands are focusing on using data not just to react but to proactively serve relevant content and products across the entire journey. The challenge is execution at scale with meaningful outcomes.
Customers are becoming co-creators
Innovative brands are inviting customers into the product and experience design process. Co-creation helps brands build deeper relationships while creating solutions that better reflect customer needs and expectations.
Content and media must align
Retailers are becoming more deliberate about how content performs across platforms. A one-size-fits-all approach no longer works. Instead, the best strategies are tailored by channel and tightly integrated with commerce to drive real engagement.
Digital accessibility is non-negotiable
Inclusive digital experiences are now a business and ethical imperative. Accessibility is being prioritised from the start of the design process, ensuring that all users can engage fully and seamlessly with digital platforms.
What this means for the industry
Retail teams are moving faster and thinking smarter. They’re no longer just experimenting with new tools but actively investing in better outcomes. The focus is on building more intelligent, scalable, and personalised discovery experiences that deliver measurable impact. 2025 is a year for bold decisions and future-ready solutions.