The changing face of online retail in 2025: the future is now

Accessibility, e-invoicing, product safety regulations - the new year is full of new obligations and challenges for online retailers. However, this is also due to the nature of the industry, as online retail is in a state of regular change: technological developments, changing customer needs and new legal framework conditions are particularly characteristic of the new year. As an online retailer, it can be easy to lose track of things. We have therefore summarized the most important changes and news in e-commerce for 2025.

Legal changes at a glance

• AccessibilityWhen the German Accessibility Reinforcement Act comes into force on June 28, 2025, all online retailers will have to make their websites and online stores accessible. This means that it must be ensured that products, offers and services are also made accessible to people with disabilities. We have published a detailed article with further information on the topic prepared here for you.
• Product safety: The Product Safety Regulation sets new standards for consumer protection. Since December 13, 2024, online retailers have had to comply with extended documentation and information obligations. This includes providing manufacturer information and online images of the warnings and safety instructions for the products on offer. We have all the details on the new regulation summarized here for you.
• E-bill: As part of the Growth Opportunities Act, the receipt of the electronic invoice has now become mandatory for domestic companies. Among other things, this is intended to promote digitalization and reduce bureaucracy in Germany. Companies must adapt their processes accordingly and ensure that they are able to receive electronic invoices.
• Data protection: The General Data Protection Regulation (GDPR) will continue to play a central role for online retail. In 2025, online retailers will still have to provide the privacy policy in an understandable and easily accessible form on their website. The associated information obligation under Article 13 GDPR also obliges you to include the contact details of the data protection officer, the identity of the controller and the duration of the storage of personal data in your privacy policy.
• NIS2 DirectiveThe new NIS2 directive of the European Union has set itself the goal of ensuring security in the digital space. The directive was transposed into national German law on October 17, 2024 and tightens the requirements for cyber security by setting minimum requirements for the security of network and information systems. As an online retailer, the new directive only affects you if your company has 50 to 249 employees and generates an annual turnover of ten to 50 million euros. If this is the case, you are obliged to implement security measures that are capable of detecting and reporting security incidents. This means that you must establish internal processes for reporting security incidents and cooperate with the relevant authorities. Raising awareness among your employees through regular training is also mandatory.

Tech trends as drivers of e-commerce

In addition to the important legal changes, there are also technological innovations that will become increasingly important for online retailers in 2025. Tech trends such as artificial intelligence and virtual reality will be an integral part of the industry in 2025. As an online retailer, you must therefore be able to adapt at all times, as new technologies offer the opportunity to create unique customer experiences and make your online store modern and up-to-date. We have briefly described the most important tech trends and their implementation here:

• Artificial intelligenceAI is used in almost all areas of e-commerce. From personalized product recommendations and chatbots to automated order processing - the possibilities for online retailers are endless. We have you summarized herehow you can make the best use of AI tools in e-commerce for your store.
• Augmented reality and virtual realityAR and VR allow customers to try on products virtually or place them in their own room. As part of immersive shopping, online retailers can offer their customers a better shopping experience and thus ensure higher conversion rates and fewer returns. By embedding interactive elements such as 360° product views, chatbots and the use of product videos and tutorials, online retailers can improve customer loyalty. In our article about immersive shopping we have provided you with the most important information.
• Voice CommerceVoice-controlled assistants such as Amazon Alexa, Siri or Google Assistant are becoming increasingly popular and make it possible to order products by voice command. This method can also be implemented in your online store to ensure more conversions.
• Metaverse: With the Metaverse The first steps towards virtual shopping worlds are already being taken. In principle, customers can shop with their avatars in virtual stores and view products in 3D. Just how successfully the concept can be implemented is demonstrated by a look at RobloxAs a mixture of gaming platform, social network and content creation hub, the platform offers brands and stores a unique opportunity to reach young target groups in an innovative way. You can find out more in our Roblox blog article.

Changing customer needs - what online retailers should pay particular attention to in 2025

Do you remember the last time you shopped online? What convinced you to buy exactly this product in this store and not the competitor's? The answer lies, among other things, in the constantly changing needs of customers, because purchasing behavior is changing rapidly and regularly. Online retailers are therefore faced with the challenge of keeping pace with these changes and understanding the needs of their target group even better. But which topics are currently shaping e-commerce and what do online retailers need to pay particular attention to? We have summarized the most important points for you:

• Sustainability: The topic of sustainability is still highly relevant and influences customers in their purchasing decisions.
• TransparencyCustomers want to know where their products come from and under what conditions they are manufactured. A transparent supply chain and fair trade products are still very popular for consumers.
• ConvenienceFast delivery, easy returns and flexible payment methods are a matter of course for customers.
• PersonalizationIndividual offers and recommendations tailored to users are the be-all and end-all of a successful online website.
• Social CommerceShopping via social media is also becoming increasingly important in Germany. After Instagram and Facebook, the trend is set to continue with the possible launch this year of TikTok store in Germany be further strengthened.

Conclusion

The year 2025 in e-commerce is characterized by a complex mix of technological innovations, new legal requirements and changing consumer preferences. While AI tools and social commerce are undoubtedly in focus, online retailers should pursue a holistic strategy to master the diverse challenges of the market.