It’s almost the end of the year, and we Brits can’t help but reflect while imagining what the new year will bring. Will it finally be my year? Will I stick to a resolution? Probably not.

I’ve been tasked to make my human predictions about e-commerce next year, and I’ve chosen to explore consumer behaviour in the digital space. Because let’s be honest, it’s where most of us shop these days.

One thing is certain – 2025 will be another year of significant change for e-commerce. Consumer buying habits are shifting as we navigate rising living costs, political uncertainty, and the ever-increasing role of technology in our lives.

Small-Screen Shopping

My first prediction – the dominance of small-screen shopping. Next year mobile shopping will be globally normalised amongst consumers who increasingly prefer the convenience of buying on their phones. In 2022, UK shoppers spent an average of £65 per mobile purchase compared to £95 on desktops. This gap is closing, and I predict mobile purchases will soon surpass desktops in value.

If your business hasn’t yet embraced a mobile-first approach – now is the time. Create seamless, user-friendly experiences and optimise product placement. Social commerce is already driving this trend, so don’t miss the opportunity to meet consumers where they are—on their phones.

Comfort Is the Investment

Saying the housing market is unpredictable is an understatement (dare we mention the UK mortgage crisis in 2023). But for those current homeowners or with homeownership in sight, I believe true comfort this year is going to come from the house, and that will be a core investment in both products and time. Appreciating this sense of ownership, homeowners will entertain, socialise and create in this space driving high-value purchases like home improvements, furnishings, smart tech and subscription services. These investments will be highly personal, which is important for brands to recognise.

Finally, with UK retailers introducing paid returns, this will be another factor driving precision buying. Consumers will spend more but expect brands to deliver quality and simplicity. Build trust and offer convenience to capture these “comfort investors.”

The Social Shopping Cocktail

Social media is no longer a place to simply connect and share content. It has blurred the lines between entertainment and shopping. Platforms like Instagram, TikTok, Facebook and Pinterest enable seamless purchases through short-form content, social proof, and quick checkouts.

In 2025, I predict that s-commerce will be essential for brand growth as users increase. If your brand doesn’t have a strategy for social media commerce, you risk falling behind. As we know shopping isn’t confined to high streets or websites anymore—brands need to be mobile-friendly and social-first to connect with sofa shoppers.

The TikTok Cleanse

TikTok Shop has transformed consumer behaviour and just had its biggest Black Friday yet, but I predict 2025 will see more users taking a ‘cleanse’ from the platform. Like Instagram before it, TikTok’s heavy usage and impulse-spending culture will lead some shoppers to step back and break their constant stream of purchasing.

This isn’t about boycotting but rather a growing awareness of overconsumption, which my colleague explores in this article. TikTok users will be challenged by the inner pendulum swaying between moral values and basic needs. While the platform will remain a retail giant, brands championing this space should prepare for shifting attitudes among its most avid users.

Young People, Big Desire to Spend

Historically, older generations have been seen as the big spenders due to their financial stability, purchase confidence, and brand loyalty. But younger consumers—particularly Gen Z and Millennials—are increasingly willing to invest. Both locally and globally, the younger demographic is willing to ‘splurge’ on products that align with their need for authenticity, value, and connection.

By 2030, according to McKinsey, 75% of consumers in emerging markets will be aged 15–34. I predict that brands will start to see shifts in their consumer demographics, and those who respond and adapt their strategies could foster loyal consumers in this demographic.

Meaningful Brand Connections

As AI continues to transform e-commerce, I predict there will be a greater demand for genuine human connection. In 2025, consumers will seek stronger bonds—with each other and the brands they trust.

People will gravitate toward experiences that create meaningful connections, from local running clubs to online workshops. For e-commerce brands, this means a balanced focus on innovation and creating social spaces that inspire belonging – don’t lose the human touch guys. 

I expect an even greater surge in social proof, authentic collaborations, and meaningful activations that unite people. The brands that succeed will be those that blend innovation with heart.

Wrapping up 2025

By the end of next year, I’ll either be celebrating my predictive abilities or rethinking my career choices—here’s hoping it’s the former!

What’s clear is that consumers are shifting toward more intentional purchases, moving away from the TikTok hauls and impulse buys of recent years. But, I still believe mobile shopping, social commerce, and a focus on comfort, connections, and convenience will shape buying decisions throughout 2025.

For brands, the priority is clear: create mobile, user-friendly experiences that feel authentic and human. Those who adapt to these trends will thrive in 2025’s ever-changing e-commerce landscape.