Ecommerce trends in 2025 are being shaped by one simple truth: shoppers no longer see channels, just convenience. The path to purchase doesn’t start online or offline — it starts wherever the customer wants. Retail is everywhere.
Today’s most successful brands are blending physical and digital channels to deliver seamless, personalized experiences that meet shoppers wherever they are.
But what does that look like in practice? What role do Generative AI, search, personalization, and trust play in shaping today’s shopper expectations — and what’s driving them away?
To find out, we surveyed 4,000 U.S. and U.K. consumers for our fifth annual Commerce Relevance Report. The results reveal what truly matters in 2025 — and what brands must do to stay relevant.
Search Still Makes or Breaks the Journey
The search bar remains the most critical tool in ecommerce, serving as the starting point for 43% of shoppers with a specific purchase in mind. But while search can be a powerful driver of conversions, it’s also one of the biggest dealbreakers. When shoppers encounter irrelevant results, poor filtering, or frustrating navigation, their patience runs out — fast.
The numbers tell a clear story: 72% of shoppers will leave a site if search falls short, with 53% turning to Google and 36% heading straight to a competitor. If they can’t find what they need quickly, they assume it’s not there — even if it is.
Shoppers today expect search to work like a digital sales associate that understands their intent, refines results in real-time, and delivers relevant options without extra effort. Brands leading in this space aren’t just treating search as a functional necessity; they’re using AI-powered search and personalized recommendations to make product discovery feel effortless.
Investing in search is about more than just boosting conversion rates, it’s about preventing frustration before it sends shoppers elsewhere. The brands that get search right don’t just win more sales; they win customer trust and long-term loyalty.
The End of Channel Thinking
Increasingly, shoppers no longer distinguish between online and in-store shopping. Whether they browse in-store, on mobile, or on social, they expect the same speed, personalization, and convenience. Digital discovery plays a pivotal role, with 77% of purchases starting online or on social media, even when the final transaction happens in-store.
The ROPO (Research Online, Purchase Offline) trend remains strong, with 35% of shoppers researching products on retailer websites or apps before completing their purchase in-store. At the same time, 26% engage in ROBO (Research Offline, Buy Online), browsing in-store before ultimately making their purchase on a preferred website.
To stay competitive, retailers must seamlessly bridge digital and physical shopping experiences. Real-time inventory visibility encourages store visits, while features like QR code scanning on in-store products allow shoppers to easily find additional details or purchase later online. Meanwhile, personalized AI-powered recommendations ensure that customers encounter the most relevant products at every touchpoint.
In an era where consumers move effortlessly between channels, getting digital discovery right doesn’t just drive online sales, it fuels in-store revenue too. Brands that connect the dots between online and offline will create frictionless, trust-driven experiences that keep shoppers engaged, wherever they choose to buy.
GenAI is Reinventing the Search Experience
Search is no longer just search — it’s shopper enablement. Today’s shoppers expect more than a results page, they want clear, relevant answers that feel intuitive and personalized. This is where Generative AI (GenAI) is making a real impact, turning search from a rigid tool into a conversational, dynamic experience that actually understands shopper intent.
Traditional search struggles with nuance. If a customer searches for “best work boots for standing all day,” they don’t want a generic list of boots — they need options with arch support, cushioning, and real user reviews highlighting comfort. GenAI bridges this gap by interpreting context, filtering results in real-time, and presenting the most relevant products — not just the closest keyword match.
GenAI also transforms product discovery into guided decision-making. Instead of forcing users to click through endless filters, it can instantly refine choices based on preferences, past behavior, and in-session interactions. It can even answer product-related questions directly in search, reducing the need to dig through FAQ pages or external reviews.
And the impact? Shoppers trust AI-driven guidance. Our research shows 62% are more likely to buy when supported by GenAI-powered guidance. By removing friction, reducing decision fatigue, and making search feel more human, GenAI isn’t just improving ecommerce — it’s redefining how people find, evaluate, and purchase products online.
The future of ecommerce belongs to brands that don’t just list products but help customers confidently choose the right ones — and GenAI is the key to making that happen.
Trust and Transparency Take the Lead
In 2025, shoppers are more selective than ever about the brands they trust. 71% limit data sharing to only what feels necessary, and while many are open to sharing for better deals or personalization, those incentives only work when trust is established.
Transparency is a competitive advantage. Shoppers expect clear explanations of why they’re seeing certain products or recommendations, and control over how their data is used.
Rather than relying on deep profiles, forward-thinking brands are using AI and GenAI to deliver relevant, personalized experiences based on real-time behavior and intent to build trust without overstepping.
In a landscape where trust is currency, the brands that lead with transparency will win both the sale and the long-term relationship.
Great Ecommerce Runs on Good Search
Our findings reveal what modern shoppers expect: speed, simplicity, and relevance — with the search bar playing a pivotal role in their journey. Acting as the bridge between intent and conversion, search is where trust, value, and satisfaction are tested — and where frustrations often arise.
The good news? These challenges are entirely solvable. AI-powered search and discovery, including the transformative potential of GenAI, can address these frustrations head-on. By understanding intent, refining results in real time, and guiding customers with personalized recommendations, these tools help shoppers feel more confident in their decisions.
Search is no longer just a utility — it’s the digital front door, the sales assistant, and the connective tissue between online and in-store experiences. When it’s done well, it removes friction, earns trust, and fuels both conversions and loyalty.
By placing search and discovery at the heart of your strategy, your brand can stand out in both digital and physical spaces, securing its place in the hearts and carts of tomorrow’s customers.
The Future of Commerce is Everywhere
The brands winning in 2025 aren’t thinking in silos. They’re delivering connected, AI-powered experiences across every channel — and earning loyalty by making shopping easier, smarter, and more human.