March 18, 2025 Industry news
As the world’s largest online marketplace serving over 300 million active users, Amazon continues to shape the e-commerce landscape, adapting to evolving consumer behaviours and technological advancements.
In 2025, the most significant shifts being driven by Amazon revolve around sustainability, the integration of artificial intelligence (AI) and augmented reality (AR) into shopping experiences, and an expansion of online services. Staying aware of these trends and understanding the implications will be important for any businesses looking to strengthen their presence on an increasingly competitive platform.
The shift towards sustainability
Sustainability is no longer just a preference for consumers—it has become an expectation. Shoppers are making more conscious, informed decisions, often favouring brands that prioritise environmental responsibility, ethical sourcing and sustainable business practices.
To meet the demands of the informed consumer, e-commerce platforms are increasingly adopting greener policies that sellers must align with. One major area of change is packaging.
There is a growing push for recyclable and biodegradable materials, with commitments to eliminating unnecessary plastic and ensuring all packaging meets eco-friendly guidelines by 2030. Businesses selling online must consider how their packaging choices affect both their environmental footprint and brand image.
Beyond packaging, sustainability is now heavily influencing product categories, particularly in fashion and household goods. Consumers are seeking products made from recycled materials, organic fabrics and responsibly sourced ingredients.
As these expectations grow, brands that fail to adapt risk losing out to competitors who are successfully marketing their sustainability credentials.
New technology shaping habits
Artificial intelligence (AI) and augmented reality (AR) are transforming online shopping, creating more personalised and interactive experiences for consumers. AI is being used to refine search results, tailor recommendations and provide data-driven marketing strategies. With algorithms continuously learning from customer behaviour, businesses must ensure that their product data is structured correctly to maximise visibility in search and recommendation engines.
Meanwhile, AR is changing how customers engage with products before making a purchase. By allowing consumers to visualise items—whether furniture in their home, clothing on their body, or beauty products on their face—AR reduces uncertainty and improves customer confidence. This leads to fewer returns and increased customer satisfaction. Businesses that embrace these technologies can enhance the online shopping experience and differentiate themselves from competitors.
The expansion of online services
E-commerce is no longer just about selling products—it is about offering comprehensive services that cater to shifting consumer lifestyles. The rise of online grocery shopping is a key example, with rapid delivery services expanding to offer a wider range of fresh and household essentials. Strategic partnerships with established retailers are also helping platforms broaden their offerings, providing customers with more choices and convenience.
Subscription-based shopping models and flexible purchasing options are also gaining traction.
Try-before-you-buy services, particularly in clothing and accessories, are addressing consumer hesitations around fit and quality. These services give customers greater confidence in their purchases and improve conversion rates for sellers.
For businesses, these developments highlight the importance of agility and adaptability.
Keeping up with the changing expectations of online shoppers and integrating new service offerings where possible can create opportunities for growth and long-term customer retention.
The role of GS1 UK
As the e-commerce landscape evolves, accurate product identification and structured data are more important than ever. GS1 UK plays a key role in helping businesses navigate these changes, ensuring that product listings meet marketplace standards and remain visible in search results.
Through verified GTINs (Global Trade Item Numbers), GS1 UK enables businesses to present their products accurately, improving discoverability and trust. By working closely with e-commerce platforms, GS1 UK also supports businesses in streamlining logistics, ensuring compliance with sustainability initiatives, and adapting to new technological advancements.
With consumer expectations shifting towards sustainability, AI-driven shopping experiences, and enhanced service offerings, businesses must stay ahead of these trends to remain competitive. By harnessing the power of GS1 standards sellers can ensure that their product data is optimised, their supply chains are efficient and their brand is positioned for long-term success.
Pradip Khagram, GS1 UK engagement manager for marketplaces
Navigating the future of e-commerce
The future of e-commerce is being shaped by the increasing demand for sustainability, advances in AI and AR, and the continuous expansion of online services. These trends are not just reshaping how consumers shop but also setting new standards for businesses operating in the digital world.
To succeed in this evolving environment, businesses must ensure that their product information is accurate, their sustainability credentials are clear and their operations align with emerging technologies.
GS1 UK remains committed to supporting businesses in this journey, providing the tools and expertise necessary to navigate the complexities of selling online in 2025 and beyond.
