E-commerce continues to transform the global commercial landscape. Today, it offers merchants unprecedented opportunities. Are you thinking of getting into e-commerce? Do you have an online store? Casaneo, expert inaffiliate partnerships, takes a look at the state of e-commerce in 2025 to help you navigate this ever-changing environment.
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The state of e-commerce in 2025: figures to remember
According to the European E-Commerce Report, the European online market is doing rather well. Here are the key figures for the e-commerce sector:
- In Europe, it generated sales of 887 billion euros in 2024. This represents growth of 3% over the previous year.
- In France, sales reached 159.9 billion euros, up 10.5% on 2023. The reason for this increase? A 20% increase in sales of online services.
Forecasts for 2025 estimate sales of 200 billion euros. Growth will be strongly influenced by the diversification of online offerings.
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A meteoric rise for Chinese platforms
Indeed, e-commerce is also gradually transforming under the domination of our Asian neighbors, who are adopting powerful marketing strategies.
Platforms such as Temu and Shein opt for aggressive advertising, notably through the massive purchase of keywords linked to their competitors. Shein, for example, targets queries such as “Zara jeans”, while Temu focuses on phrases like “Walmart Black Friday deals”.
The result? An explosion in the cost-per-click (CPC) and an increase in the cost of marketing campaigns for traditional retailers.
Faced with this inflation, some brands are redirecting their budgets towards alternative channels such as TikTok, affiliate marketing, partnerships with influencers or loyalty programs.
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The state of e-commerce in 2025: Gen Z, a driving force for transformation
In 2025, Generation Z will be shaping the future of e-commerce more than ever. Ultra-connected, they make more than half of their purchases online, compared with only 29.5% for the French as a whole. Their consumption habits are based on two pillars: speed and flexibility.
M-commerce is exploding, with 75% of transactions by 12-25 year-olds carried out via their smartphone. Fractional and deferred payment, popularized by platforms such as Zalando, also appeals to this generation in search of practical solutions.
But Gen Z isn’t just about digital. Sensitive to environmental issues, they expect e-tailers to make concrete commitments such as :
- Eco-responsible deliveries
- Transparency in production
- Packaging recycling.
For online stores, adapting to these expectations is a necessity! Those who integrate sustainable practices and optimize the mobile experience position themselves as market leaders.
The challenge is clear: to combine innovation and responsibility in order to attract a demanding clientele and win the loyalty of tomorrow’s consumers.
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Live shopping: a revolution for e-commerce in 2025
Live shopping is emerging as a key e-commerce trend for 2025. Popularized in Asia, this interactive shopping experience is now winning over European consumers. It’s based on live videos in which brands and influencers present products while interacting with shoppers. The result: an immersive, engaging experience that boosts conversions.
According to Fevad, over 70% of consumers in Europe, including 67% in France, are increasingly attracted to live shopping. This channel is particularly attractive in fashion, but is also gaining ground in other sectors such as home decoration.
Its major advantage? Instant purchasing! With just a few clicks, viewers can order a product displayed on screen.
Clearly, integrating live shopping into your strategy can become a powerful lever. Live shopping:
- Strengthen customer commitment
- Humanizes the brand-consumer relationship
- Speeds up sales.
In 2025, e-commerce is not just about selling, it’s about telling a live story.
What are the forecasts for 2025?
Clearly, the European e-commerce market will continue to grow in 2025! We expect :
- A change in purchasing behavior
- Growing adoption of voice assistants to optimize online shopping
- High demand for fast, reliable delivery options
- These new subscription models continue to win over customers, providing them with recurring revenues and a committed customer base.
In 2025, the European e-commerce market is expected to top 915.9 billion euros. This represents growth of 9.32% compared to 2024.
This growth confirms the meteoric rise of e-commerce, driven by key trends such as :
- The rise of generative AI
- The rise of social commerce
- The growing demand for personalized shopping experiences.
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