2025年电子商务趋势报告：商业版

The future of e-commerce:Opportunity in every click We asked thousands of e-commerceleaders across 19 global markets to findout what’s shaping their strategy in 2025.The message is clear: the future is tech-driven, fast-moving and full of opportunity. From AI and cross-border expansion to deliveryinnovation and sustainability, this report explores thetrends redefining e-commerce. Whether you’re scaling fast or just getting started, theseinsights will help you stay ahead – and grow withconfidence in the next era of digital commerce. Looking for more insights from the report?Complete the enquiry form on our website toconnect with one of our experts. Who did we survey? Key Throughout the report, we highlight where responses are highest: •A circle with a country flag shows the top-ranking country for that data point (globally and in Europe)•Icons show which business segment ranks highest – whether by type, size or profile•A world icon represents the global total and a circle of stars represents the European total –highlighting regional differences in responses Top global orEuropean country Inside this report Every channel or empty carts:E-commercesuccess depends on selling everywhere1 Out-of-home:Essential for big businesses,practical for SMEs11 Global reach, local growth:Achievingmarketplace success2 Building sustainabilityinto thee-commerce journey Borderless commerce:Scaling from localto global3 Reduce, reuse, recycle, resell:Retailers movetowards circular models13 Black Friday:Is it the most critical sales windowfor e-commerce retailers?14 Selling in the feed:Retailers are reshapingthe path to purchase4 AI in e-commerce:What comes afterearly adoption? The new storefront:Content that converts5 Generations in the spotlight:Who’s buyingand who isn’t?16 Accepted today, expected tomorrow:How payments are evolving6 Subscribe, receive, return:The shift to productand logistics subscriptions7 Profiling the modern e-commerce retailer:Investments, margins and competitor analysis17 From click to quit:What is costing sales acrossplatforms?8 A closer look at B2B e-commerce18 Delivering and returning the sale:Logistics is thehidden hero of the checkout9 The businesses behind the trends19 Return rates vs. return reasons:Closing thebusiness-shopper divide10 Appendix20 Every channel or emptycarts:E-commercesuccess depends onselling everywhere of global e-commerce businesses sellon at least three online platforms63% Selling across multiple platforms is how retailers reachcustomers where they choose to browse and buy. While sole traders and micro-enterprises rely heavily on marketplaces todrive sales, small, medium and large businesses are more likely to focuson their own e-commerce websites. But one thing unites them all:businesses are investing in both direct and partner-led strategies tomeet shopper expectations. How do retailers expect their salesto change over the next five years? Top site traffic drivers 47% of global online retailers say direct traffic is atop traffic source to their web stores – a clear sign ofbrand strength and loyalty, as shoppers headstraight to a brand’s site, app or bookmarked link. Whether customers are browsing on Instagram, shopping on Amazon orusing a brand’s app, the goal is the same – more digital touchpoints andbetter accessibility. To stay competitive, businesses must not only know where their customersshop, but also ensure their sales channels work effectively together.A well-integrated omnichannel strategy is now critical to building trust,driving traffic and achieving growth. 46% say email is a main traffic driver to theirwebsite. Email marketing offers a direct, low-costway to send personalized, high-convertingmessages to engaged customers. Global reach,local growth:Achieving marketplacesuccess of marketplace sellers sell tocustomers in other countries66% Marketplaces offer a scalable, low-barrier wayto reach customers. They enable retailers to test demand, grow reach and expandefficiently. But success doesn’t come automatically. Sellers needcompetitive pricing, strong product listings and great customerservice, as well as data-driven strategies to boost visibilityand conversion. While there are several global leaders, marketplacepreferences vary by country. Many local and regionalplatforms remain popular with shoppers around the world.See which marketplaces retailers sell on most ineach country: Selling in the feed:Retailers are reshaping thepath to purchase How are retailers using today’s most popular social platforms –and how will that change by 2030? of global e-commerce businesses haveat least one social media profile87% For many online retailers, social media isn’t just amarketing channel – it’s key to attracting, engaging andconverting shoppers. 76% of e-commerce businesses expect sales through social platforms togrow over the next five years. Many are expanding their channel mix – withInstagram and TikTok set to become even more