The future of eCommerce: Key trends & market predictions for the next 12–18 months

eCommerce continues to evolve at pace with an estimated 9% of our income spent on online shopping. As technology advances and consumer behaviour shifts, retailers must adapt quickly or risk falling behind the competition. 

In this article, we outline the key developments shaping the future of digital retail over the next 12-18 months and what they mean for commercial strategy, operations, and customer experience.

The continued rise of AI-driven eCommerce

Artificial intelligence is now a critical part of modern eCommerce infrastructure. Initially dismissed, it has become an essential tool for improving efficiency, customer experience, and business performance.

Personalisation at scale

AI is enabling highly targeted and relevant customer experiences. Buyers increasingly expect product recommendations, content, and messaging tailored to their behaviour and preferences. Businesses integrating AI into personalisation (such as Netflix-style predictive browsing or real-time adjustments) are seeing higher engagement and conversion rates. Swarovski, for example, has incorporated AI into its customer service processes to improve efficiency and drive sales.

Smarter search and discovery

Consumer search habits have shifted. Text-based queries are being replaced with visual, voice, and hybrid inputs. Tools like Google Multisearch are pushing retailers to rethink product discovery. High-quality images, structured product data, and optimised metadata are now critical to surface products in these evolving environments.

Automation and chatbots

Customer expectations around support have changed. Real-time service is now the baseline. Advanced AI-powered chatbots are capable of resolving common issues quickly using natural language processing - reducing pressure on service teams and improving customer satisfaction. Retailers such as Victoria’s Secret have seen measurable gains in speed and experience from automation.

The next phase of omnichannel commerce

Consumers no longer distinguish between shopping channels. They expect consistent, seamless interactions across touchpoints - online, in-store, mobile, and social.

The shift to unified commerce

Unified commerce goes beyond omnichannel. It integrates all channels and systems into a single, centralised platform. Real-time inventory, shared customer data, and connected fulfilment processes reduce friction and improve the end-to-end experience. Key use cases include click-and-collect, in-store returns of online purchases, and personalised marketing across channels.

Social commerce and livestream shopping

Social platforms are becoming fully integrated sales channels. TikTok, Instagram, and YouTube now enable native checkout, product discovery, and live stream selling. Hashtags like #TikTokMadeMeBuyIt highlights the scale of influence. Over the coming year, brands are expected to invest more heavily in creator-led commerce, exclusive product drops, and social-first campaigns.

Sustainable eCommerce becomes a non-negotiable

Environmental and ethical considerations are no longer optional. Consumers (especially younger demographics) are making purchase decisions based on a brand’s approach to sustainability.

Eco-friendly logistics and packaging

There is growing pushback against wasteful packaging. Retailers are increasingly expected to adopt recyclable, biodegradable, or reusable packaging options. Greener delivery choices are also gaining traction.

Circular commerce growth

Resale platforms like Vinted and Depop have shown strong demand for second-hand goods. Larger retailers are following suit, offering trade-in programmes, refurbished product lines, and marketplace partnerships to extend product life cycles.

Transparency and ethical sourcing

Customers want clarity about where and how products are made. Brands able to demonstrate ethical supply chains and provide traceability build deeper trust and long-term loyalty.

Differing payment methods will continue to rise

Payment preferences are diversifying. Friction at checkout remains one of the top reasons for cart abandonment, making modernisation in this area critical.

The arrival of BNPL (Buy now, pay later)

Services like Klarna and Clearpay have become mainstream, especially among younger consumers. While regulation is increasing, demand remains strong. The UK BNPL market reached £30 billion in 2024 and is still growing.

Crypto and digital wallets emerging in stores

Apple Pay, Google Pay, and similar digital wallets are now standard. Speed and simplicity are key - retailers not offering fast, secure alternatives risk losing out to competitors.

Subscription commerce expanding

Subscription models continue to grow in popularity across sectors. They offer predictable revenue and improved customer retention. Brands selling repeat-use products (from vitamins to skincare) are seeing success by offering convenience and exclusivity through subscription services.

The challenge of data privacy and UK regulation

Privacy regulations are tightening. Retailers must adapt to stricter data controls and build trust through transparency.

End of third-party cookies

With Google set to phase out third-party cookies, brands can no longer rely on traditional ad targeting. Direct relationships and consent-based data collection will become essential.

Compliance with evolving UK data laws

GDPR remains foundational, but new regulations are emerging. Retailers must clearly communicate what data they collect, why it’s needed, and how it’s protected. This is not just legal compliance; it’s now a core part of the customer value proposition.

The eCommerce landscape is moving quickly. Brands that adapt early and embrace AI, invest in unified commerce, prioritise sustainability, and stay ahead of regulation will be best positioned to grow in a more competitive and complex market. At Visualsoft, we work with forward-thinking retailers to navigate this change and implement strategies that drive long-term commercial performance.

As a tech-powered commerce agency, we're excited about what's next and are ready to help businesses confidently navigate these shifts. Fancy a quick discovery call? Get in touch today.