As we approach 2025, Manchester Digital is excited to share Picturing 2025 - a series of essays from our members offering insights into the tech trends and challenges ahead. Below, Bring Digital discuss the need to adapt to a consumer-driven future.
The retail trends of 2024 highlighted a shift in consumer behaviour towards convenience, sustainability, and connected experiences. Social commerce thrived, with platforms like TikTok making personalised, instant purchases the norm, particularly younger shoppers. Meanwhile, omnichannel shopping became a baseline expectation, with consumers demanding seamless transitions between online and in-store experiences. The mainstreaming of second-hand shopping also gained traction, with younger generations leading the charge in embracing pre-loved goods for cost and environmental reasons.
Looking ahead to 2025, brands will need to lean into these behaviours to stay competitive. I predict that social commerce will become an essential part of the strategy, with trust and security top of mind to win over hesitant buyers. AI will take centre stage in streamlining eCommerce journeys, offering curated options that reduce friction and speed up purchasing decisions. Retailers will also expand their efforts in 'recommerce', creating formal channels to resell pre-owned goods and tap into the circular economy.
The challenge for brands will be balancing innovation with authenticity, ensuring every touchpoint reflects the values and expectations of increasingly discerning shoppers. Those who evolve quickly will lead the way; those who don’t may struggle to keep up.
