Top 10 eCommerce Trends for 2024: Will They Shape 2025 Too?

Last year, we asked our business partners to share their predictions for 2024. Now, it’s time to evaluate their forecasts and assess their accuracy.

Here are 10 key predictions that proved spot on:

1. Digital Transformation and Data-Driven Growth

Grzegorz Woźniak from Semguru pointed to the growing importance of data-driven decision-making. Businesses are increasingly leveraging data to refine management strategies and improve efficiency. This shift is crucial as companies battle for margins and face fierce marketplace competition. 

Similarly, Jakub Czerwiński from Adyen emphasized the role of data in personalizing customer experiences, particularly through payment insights that blur the lines between online and offline channels.

Maciej Kalkowski from Centuria also pointed out digital transformation especially in B2B sector which follows the B2C standards. Marketplace growth as well as D2C strategies.

2. The Power of AI and Automation

Artificial intelligence is the standout trend for 2024, with experts unanimously agreeing on its transformative potential. From advanced AI services to smarter chatbots, industry leaders like Bartosz Górski (Adobe) and Szymon Niedziela (Fabrity Commerce) highlighted the growing reliance on AI to optimize processes and enhance customer interactions. Sanne Bolkenstein from Hyvä Themes and Aneta Golis from Ad Green also emphasized the increasing integration of AI to offer seamless user experiences and sustainable solutions.

3. Personalization at Scale

Customers today expect tailored experiences, and the trend is visible in a rise in personalization. According to Kamil Kijewski from MTA Digital, advancements in AR/VR and data usage will enable businesses to deliver hyper-personalized interactions. Whether through curated product recommendations or targeted marketing, personalization will become non-negotiable for competitive brands.

4. Composable Commerce and Customization

Composable commerce is emerging as the standard for flexibility in e-commerce platforms. Both Kamil Niedziewicz (Ergonode) and Bartosz Górski (Adobe) noted its increasing adoption, which allows businesses to build modular, customizable solutions tailored to their needs. This trend aligned with Krzysztof Ratajczyk’s (Fabrity Commerce) observation of a shift from SaaS to open-source platforms for greater customization opportunities.

5. Enhanced Omnichannel Experiences

The blending of online and offline experiences—often referred to as "phygital"—remains a priority. Leaders like Aneta Rutkowska (LH.pl) and Jakub Czerwiński (Adyen) stressed the importance of creating seamless omnichannel journeys for customers. Whether through mobile-first optimization or AI-powered cross-channel personalization, businesses need to ensure consistency across all touchpoints.

6. E-commerce Sustainability and Ethics

Sustainability continues to gain traction as a core focus. Aneta Golis highlighted the rise of "e-commerce sustainability," where companies adopt greener practices and incorporate sustainability into their operations. Transparency, as noted by Kamil Niedziewicz, is also becoming a key demand from customers who expect brands to align with ethical values.

7. Cutting-Edge Technologies: AR, VR, and Voice Commerce

Emerging technologies like augmented reality (AR), virtual reality (VR), and voice commerce are set to revolutionize the shopping experience. Kamil Kijewski identified these tools as instrumental in enhancing personalization and engagement. Aneta Golis further added that voice commerce would see significant growth, offering customers hands-free convenience in their purchasing journeys.

8. Marketplace Evolution and Competition

Marketplaces remained a dominant force in e-commerce. Grzegorz Woźniak predicted continued rivalry among marketplace giants, with new innovations and aggressive strategies to capture customer attention. As these platforms evolve, businesses will need to adapt to remain competitive.

9. Mobile-First and Security

Aneta Rutkowska emphasized the importance of mobile-first strategies and secure online transactions. As mobile commerce grows, optimizing performance and ensuring consumer trust will be critical for success.

10. The Role of Visual Content and PIM Systems

With the rise of visual storytelling, Szymon Niedziela saw expanded use of content management systems and Product Information Management (PIM) tools. These systems help businesses deliver consistent and compelling product experiences across channels.

As we look back, 2024 was a year of innovation and growth. By staying ahead of these trends, businesses can position themselves for success in an ever-evolving e-commerce landscape.