Consumer demands for faster deliveries, enhanced data protection and greater transparency are continuing to grow, presenting significant IT challenges for the retail industry. Combine this with the ‘always-on’ culture of the digital world, and brands are under huge pressure to get things right. When second-hand marketplace app Vinted crashed due to a technical problem recently, both shoppers and sellers were locked out of their accounts, which can cause long-term reputational damage.

A recent SOTI study, exploring IT challenges in the retail sector, also identified an increase in shoppers making purchases via social media apps, with half stating it’s because these platforms offer a quick and effortless way to keep up with trends. Yet, this rise in social commerce has brought new challenges to retailers that they need to address, particularly if they want to ensure smooth operations, 24/7. Here, Stefan Spendrup, VP Sales, Northern and Western Europe at SOTI, takes a look at the biggest trends shaping ecommerce and social commerce in 2025.

Trend #1 – No more risky retailers

When shopping, consumers need confidence that their chosen retailer is being cautious with their data, especially as we continue to see cyber criminals targeting all types of businesses.

But SOTI’s report found that 4 in 5 shoppers are concerned about sharing their personal details with their favourite brands, while almost a third show particular fraud concern when following purchase links on social media. As such, companies must step up to the plate and offer secure payment systems and strong data protection to instill confidence in existing and potential customers.

Tools that enable remote management, locking or disabling of mobile devices during security incidents, as well as AI-driven tools that can identify and stop threats before they occur, are good examples of effective measures to protect a company’s sensitive data.

Trend #2 – Make deliveries faster

Consumers are demanding a faster and more efficient shopping experiences. In fact, 4 in 5 claim that the speed in which they can access a brand and pay for their item is an important contributor to their overall shopping experience.

Retailers have a unique opportunity here to gain a competitive advantage over other global players, whose deliveries can be slow and where return options often involve unnecessary transport across the globe. By nailing the basics of supply chain management, brands can create a much smoother and faster experience. 

Trend #3 – Full visibility, from purchase to front door

Consumers won’t tolerate uncertainty. They want to know exactly where their order is, from the moment of purchase right until the package is delivered to their door. We know this as a significant number: 82% of shoppers said the ability to track what stage their parcel was in throughout the delivery process could sway them towards a specific seller.

To make sure that businesses aren’t missing out, they should be looking to improve tracking capabilities, inventory visibility and communication processes throughout the consumer journey.

Trend #4 – More tailored offers

Hyper-personalisation is becoming an increasingly important competitive advantage in retail and logistics, as consumers expect more customised offers and experiences.

In fact, 51% of consumers appreciate bespoke recommendations based on their past purchases and preferences. In addition, over two thirds would be interested in loyalty programmes that offer tailored offers rather than those that only provide points.

To help retailers make this happen, 44% of shoppers believe companies should use AI. This can be a very natural fit, but it’s key that retailers prioritise balancing the possibilities of this technology with transparency to build trust and deliver an experience which feels personal and secure.

Getting it right: how can businesses take these trends and improve their operations?

To continue meeting consumer demands, retailers must make smart technology investments and focus on visibility.

Take fast-food giant, Chipotle, for example, which works with one of our partners, Bartender, to improve inventory monitoring. Through close collaboration with Bartender and SOTI, the brand has implemented RFID-tagged inventory tracking to ensure real-time visibility into product freshness and compliance. Employees use handheld RFID scanners to verify inventory as it arrives, while back-end software updates provide corporate headquarters with a clear, digital view of food traceability.

We also know that having a strong security and data protection policy is crucial for building trust and creating long-term customer relationships.

A good example of a company getting this right is bicycle manufacturer, Trek, which invested in its security strategy and can now perform remote security updates with ease and better scan for potential issues. Ultimately, keeping personal customer data out of the hands of cyber criminals and retaining consumer confidence is essential for retailers.

The ecommerce landscape is evolving as consumers demand better data security, faster deliveries, transparency and personalised experiences. To thrive in this environment, retailers must invest wisely and meet these needs to build trust, foster lasting customer relationships and gain a competitive edge for 2025 and beyond.