Hugh Fletcher
Global Demand Content and Thought Leadership Director, Enterprise Solutions
Tomorrow's Commerce 2025
25 future trends supporting the evolving consumer and reshaping future commerce
The future of commerce is rapidly evolving, shaped by technological advancement, changing consumer behaviors, and shifting market dynamics. But predicting this future is difficult, and the task is made even harder for organizations whose focus can be on the day-to-day running of their business and on hitting their monthly, quarterly or annual targets.
Without time to think, model and extrapolate, many businesses are staring into a future with little or no idea of what it might look like. That’s why we produce "Tomorrow’s Commerce".
For this year’s report – our 8th annual edition – we've drawn on the brainpower of VML experts worldwide plus insights from VML's stable of studies including The Future Shopper and Future 100, to identify 25 trends set to influence the future of commerce.
We’ve presented them across five broad categories – Humanity, Technology, Channels, Logistics and Far Beyond 2025.
Whilst the impact of some of our 25 trends may not be felt today, many are already registering a powerful influence, and it’s time to acknowledge them and start planning. As well as looking forward, we've brought things back to show how you can apply the insights to the now and near future of your business, with the steps to take.
Download our 2025 "Tomorrow's Commerce" report
The 5 Key Trend Categories at a Glance:
1. Humanity: Hearts & Heads
Human connection remains vital despite increasing digitization, with consumers seeking authentic experiences alongside technological convenience. So, just how can brands retain or inject a genuine sense of humanity, empathy, and creativity, to brand experiences and retain a true connection with consumers?
2. Technology: Connecting & Disconnecting
AI and automation will continue its revolution, impacting everything from personalization to delivery and blurring the lines between human and AI interactions. Ushering in an era of "hybrid reality", brands must reimagine traditional retail strategies to build loyalty and unlock digital communities - including those in favor of disconnecting.
3. Channels: Communications & Commerce
One of the leading tenets of business is to be where your customers are, and that means supporting an ever-evolving, ever-demanding base on a growing number of channels. But while new opportunities emerge with frequency, many brands and retailers would be wise to focus rather than fragment their effort as channel strategy shifts from omnichannel to more focused "optichannel" approaches, with consideration to transformed retail environments, mobile optimized interfaces, fluid and intuitive social experiences that prioritize brand-building plus conversion.
4. Logistics: Streamlining & Sustainability
Sustainability and speed will continue to shape logistics, though often with a sense of conflict or compromise. From AI-powered inventory management and route optimization to smart partnerships and direct-to-consumer plays, technology is at the heart of balancing efficiency and value expectations of an increasingly demanding consumer.
5. Out There: Far Beyond 2025
Looking even further ahead, emerging technologies like brain-computer interfaces (BCI) and genetic commerce could fundamentally transform how we think about shopping and consumer experiences. These more fantastical forecasts for the far-flung future are worthy of attention for forward-thinking brands that understand the importance of planning now to win the future.
