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Look back to Black Friday 2024 and you⁘ll see ecommerce sales were above expectations, up nearly 15% year-on-year in the US (depending on the figures you choose), against an in-store sales rise of 0.7%.
Within the UK, click and collect grew, up nearly 10% on Black Friday orders, according to Adobe data. No doubt omnichannel behaviour, if you want to call it that, will grow over the Christmas shopping and sales period.
Though ecommerce growth may have fallen back to the trend line post-2021, online shopping is still growing, and there are intriguing narratives in many categories ⁘ from social as a booming sales channel for beauty and fashion, to AI-powered product discovery, information and customer service from the likes of Amazon and Walmart.
As ever, the future can seem unevenly distributed, with not every retailer on the cutting edge, something our experts highlighted when we asked them about ecommerce in 2025. They also weigh in on topics such as personalisation, search, D2C vs indirect commerce, and changing consumer behaviour.
The lines between commerce and marketing are blurring, which is fundamentally transforming how businesses tell their story to consumers. While it may at first seem to complicate how retailers can advertise their products, this collaboration has seen strong growth in shoppable ads that deliver both brand awareness and revenue through one simple interaction.
We⁘re only seeing this trend go one way, as it delivers more valuable connections with shoppers across platforms, reducing friction in the buying process so they can get the products they⁘re looking for quicker.
While everyone is talking about omnichannel, hardly anyone is delivering it well. Customer expectations continue to change at pace with pureplay digital platforms having set the precedent for effortless, personalized, and seamless experiences ⁘ but most retailers are still struggling to integrate channels, data, and operations to meet even the basics.
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