New eCommerce trends in 2025, according to Klaviyo

Ecommerce is undergoing extraordinary changes, driven by a mix of new technologies, evolving consumer behavior, and ever-higher expectations.

With 2025 now underway, it is essential to understand how emerging trends will shape the future of digital commerce.

Klaviyo has analyzed ongoing changes, relying on concrete data, to outline a roadmap that businesses can follow to maximize their success in the near future.

Consumers Want Simplicity, Not Just Speed

According to the State of Ecommerce report, quality is emerging as one of the most important factors in purchasing decisions, with 77% of consumers considering it crucial. This trend is linked to a growing demand for simplicity.

Consumers are looking for products that are not only functional but also embody a more minimalist and authentic lifestyle. This means the market is shifting away from reckless consumerism in favor of more thoughtful choices, such as capsule collections, investment pieces, or products that evoke nostalgia and durability.

Strategy:

To meet these expectations, companies should focus on quality and transparency, highlighting craftsmanship and product value. Klaviyo’s AI can analyze customer reviews to identify the most appreciated features, helping brands tailor their communication to what truly matters.

Unbundling: The New Trend in B2C

The “de-unification” of products is another trend gaining momentum. Today’s consumers prefer products that excel in one specific function rather than all-in-one solutions. In particular, Gen Z and Millennials are drawn to highly specialized products, even if it means purchasing multiple items separately.

Strategy:

Reevaluate your product offering. Could a previously multi-functional product be split into more targeted versions? Focusing on excellence in a single function could be a winning competitive strategy.

Wellness Becomes a Priority

The concept of self-care is becoming an integral part of daily life. It is no longer just a luxury but a necessity. The health & beauty and wellness product categories are experiencing exponential growth, and this trend is expected to continue.

According to an Ipsos report, 84% of consumers consider physical health a priority, while 81% aim to improve their mental well-being.

Strategy:

For businesses outside the wellness sector, the opportunity lies in reframing products as tools for well-being.

For example, a home organization product could be marketed as a tool for creating a more serene and relaxing environment.

Klaviyo helps segment customers based on wellness preferences, enabling personalized communication with targeted messaging.

Speed Matters—But Not Just for Deliveries

Today, consumers are not just looking for fast shipping—they want instant answers. Impatience has become a defining characteristic of shopping behavior.

Searches, decision-making processes, and problem-solving need to be instantaneous. 68% of consumers engage more with brands that offer educational content through videos and blogs, as they seek quick answers.

Strategy:

Optimize your product pages to answer customer questions before they even ask. Video tutorials, quick guides, and real-time support are crucial elements.

With Klaviyo, you can also gather feedback via SMS, responding instantly to product-specific inquiries.

Omnichannel Is More Important Than Ever

In 2025, omnichannel is no longer an option—it’s a necessity. Consumers don’t want to choose between online and offline channels but instead experience a seamless journey that guides them through every stage of their purchase.

For example, a fashion brand’s app shouldn’t just display inventory—it should direct customers to physical stores for try-ons and in-person purchases. The shopping experience must flow effortlessly between online and offline.

Strategy:

Companies must invest in an omnichannel strategy that connects physical and digital shopping experiences, optimizing every touchpoint.

Klaviyo supports customer data management across multiple channels, enhancing personalization and campaign effectiveness.

Artificial Intelligence as a Pillar of Trust

As AI adoption grows, so does consumer concern about content authenticity. 60% of consumers question the authenticity of online content.

In this environment of growing skepticism, businesses that prioritize transparency and authenticity will gain a competitive advantage. Consumers are willing to pay more for genuine and trustworthy shopping experiences.

Strategy:

Use AI not just for personalization but also to document production processes and ensure transparency. Display verified reviews, details about manufacturing, and company policies clearly to build lasting trust with customers.

Local Shopping Matters Again

Even as global commerce expands, there is a growing return to local roots. The "shop local" movement, which gained traction during the pandemic, continues to grow, with consumers favoring local brands that emphasize authenticity, quality, and personal connections.

Strategy:

Strengthening ties with local communities is essential. Use geolocation to send personalized messages based on consumer locations and promote local events that reinforce brand loyalty.

Loyalty Programs Are Making a Comeback

Loyalty programs are evolving beyond simple point-based systems. They are now powerful tools for personalization and community building. Customers want to feel part of something, and brands need to create dynamic, adaptive loyalty programs that respond to real-time consumer preferences.

Strategy:

Loyalty programs must be personalized and designed to foster a sense of community.

Klaviyo offers tools to integrate loyalty program data with customer activity, allowing businesses to segment and personalize messages for maximum conversion.

Towards a Smarter eCommerce

In 2025, eCommerce will need to navigate two seemingly contradictory forces: consumers’ desire for simplicity and their demand for sophisticated digital experiences.

Businesses that succeed will be those that deliver transparency, speed, and authenticity.

With the support of smart tools like Klaviyo, companies can enhance every aspect of the shopping experience—from marketing to data management—to build stronger, long-lasting customer relationships.