After a 2024 marked by significant changes, driven mainly by the advancement of new technologies, the integration of purchasing channels and the improvement of artificial intelligence (AI) as a sales tool —, retail enters 2025 with even higher expectations. The enthusiasm is reinforced by the reportPerspectivas para Bens de Consumo e Varejo 2025, from the Economist Intelligence Unit (EIU), that projects a global growth of 2,2% on sales, the highest percentage of the decade. These numbers reflect a growing market, transformed by the structural changes in the way we buy and sell
One of the major protagonists of this transformation will be the greater integration between physical and digital channels. The omnichannel model, that has been gaining ground for a good while now, must further consolidate its position as an essential strategy on the part of retailers. According to estimates from Euromonitor International, online sales will represent 30% of total retail in Brazil by the end of the year. This preference requires retailers to increasingly invest in seamless experiences, that we unify the physical and digital environment, offering convenience and consistency at every stage of the buying journey
At the same time, AI and automation should redesign the operations of the sector. From chatbots in customer service to demand forecasting and efficient inventory management, technology has proven to be a powerful ally. She will be responsible for more assertiveness, optimizing processes and anticipating needs, besides, clear, ensure greater agility. In an increasingly competitive scenario, retailers that focus on these tools will have a significant advantage over their competitors
Another crucial point is personalization. The support of consumption data to create unique and relevant experiences will be an irreversible trend. Consumers are increasingly open to this practice. A global study by the consulting firm Cognizant indicates that, this year, the public tends to allow digital assistant services, like chatbots, help them identify relevant offers. However, it is essential to highlight that this willingness to share personal information only persists when it results in concrete benefits, such exclusive discounts and tailored recommendations
Sustainability also occupies a central place on the horizon of the sector. Today, the clients, especially Generation Z, demand transparency and environmental responsibility from brands. A Nielsen study reveals that 65% of Brazilians prefer to buy from companies with sustainable practices. By 2025, the commitment to sustainability must represent much more than a differentiator, but a basic requirement to stay relevant.
It should also be noted that social commerce continues to gain ground. Social networks, influencers and affiliates will play key roles in promoting products and campaigns within the digital environment. The ability to make direct communications within these channels is changing the way brands connect with their audience. Proof of this is that, increasingly, the platforms are willing to provide a conducive environment for personalized experiences and mass facilitated marketing, combining the convenience of digital shopping with digital influence
In summary, 2025 will be a year when retail becomes more connected, ефектив і свідомий. Emerging technologies, added to the growing demands for personalization and sustainability, will shape the sector. For retailers, the key is to embrace these trends and adapt to the new demands of consumers as quickly as possible. After all, today is not just about selling products, but to create experiences that really matter
