E-Commerce Landscape: Growth Prospects for 2025

Why this study matters

This analysis draws on data from Shopify, one of the leading global e-commerce platforms. As a certified Shopify partner, we closely follow these trends to help merchants make informed strategic decisions.

A Report Based on Massive Data

This analysis draws on an impressive sample of over 875 million unique online shoppers who made purchases from Shopify businesses in 2024, representing a significant share of global commerce. The platform processed over 5.5 billion orders, providing an exceptional database for identifying emerging trends and growth opportunities.

Key Online Growth Trends

Steady Increase in Orders and Loyal Customers

The data reveals robust online commerce growth:

• +17% orders placed by new shoppers since 2023 and +33% since 2022
• +59% returning customers over the past two years, a 27% year-over-year increase
• +49% increase in order volume over the past three years, with a 21% year-over-year rise

Mobile Dominates the E-Commerce Landscape

The most striking trend is the massive adoption of mobile devices:

• +44% mobile purchase volume since 2022
• The majority of orders are now placed on mobile devices
• Mobile purchase volume grew 20% between 2023 and 2024

Fastest-Growing Sectors

Globally, five industries stand out in terms of overall order volume:

1. Apparel and accessories
2. Health and beauty
3. Home and garden
4. Food and beverages
5. Arts and entertainment

These sectors dominate across all regions (North America, Asia-Pacific, Europe, Middle East and Africa) and across all revenue brackets.

Acquisition Channels and Consumer Behavior

Top-Performing Channels

The study reveals that affiliate marketing is emerging as a powerful acquisition channel, particularly in terms of average basket value:

• Direct and affiliate channels are consistently the top acquisition channels for businesses generating over one million dollars in total sales volume
• Affiliate, email/SMS and search are among the top-performing acquisition channels regardless of order amount
• Social media remains an important acquisition channel, but affiliate marketing is gaining ground

The Shop Ecosystem and Shop Pay Drive Growth

• The number of Shop buyers increased 2.6x in 2023
• After a first purchase, Shop Pay users are 77% more likely to make an additional purchase
• 59% of orders placed on Shop come from returning buyers
• 70% of Shop Pay users use a mobile device to make their purchases

The Impact of Unified Commerce

Unified commerce, which integrates all sales channels and data on a single platform, shows impressive results:

• 57% of consumers want to see and touch items before buying
• 38% of consumers buy items online and pick them up in store
• 50% of consumers say personalized offers improve their shopping experience
• Merchants using Shopify POS saw omnichannel sales growth of +150% on average year over year
• Shopify’s POS solution increases sales by 8.9% per year on average

How to Prepare Your E-Commerce Strategy for 2025

In the current context where privacy protection is as important as growth, businesses must develop and implement effective strategies without delay. Here are our recommendations based on this study:

1. Optimize for mobile: With mobile shopping dominance, ensure your shopping experience is perfectly adapted to mobile devices
2. Invest in affiliate marketing: This channel shows exceptional performance in terms of average basket value
3. Adopt a unified commerce approach: Integrating physical and digital channels improves customer experience and drives sales
4. Leverage customer data: Use insights to create personalized, high-converting shopping journeys
5. Focus on retention: The growth in returning customers shows the importance of effective retention strategies

Conclusion

The online commerce landscape is evolving rapidly, offering significant opportunities for businesses that know how to adapt.

Want to dive deeper into these insights?

Download the full Shopify e-commerce growth report to discover all the data and strategic recommendations that will help you build your growth plan for 2025 and beyond.

Ready to adapt your e-commerce strategy? Contact us to discuss these trends and how they apply to your business. You can also read our Shopify vs PrestaShop comparison to choose the right platform.

Sources

1. Shopify, E-Commerce Growth Guide EMEA 2025, 2024. Full report (PDF)
2. Shopify, Commerce Trends 2025, 2024. shopify.com/research/commerce-trends
3. Statista, E-commerce worldwide - Statistics & Facts, 2024. statista.com