We asked our Nationwide Marketing Group (NMG) digital experts about top trends for 2025, and which ones are worth the hype. Here’s what they said:

TREND: AI-Powered Personalization in E-Commerce 

“In 2025, AI-driven personalization is no longer a luxury — it’s an expectation. Independent retailers who embrace tools that adapt pricing, promotions, and merchandising in real time are setting a new standard for customer experience. As AI capabilities evolve, platforms like OneShop level the playing field, enabling retailers to deliver smarter, faster, and more dynamic online experiences. We’re not just helping members compete — we’re closing the gap with retail giants.”

 

Adam Gilbert, VP, Digital Services, NMG 

According to global consulting firm McKinsey’s Next in Personalization Report:

• 71 percent of consumers expect personalized interactions when they shop
• For 76 percent, personalization is a key factor in where they shop and they “get frustrated” when they don’t find it
• And 78 percent are more likely to repurchase from a business that delivers a personalized experience

How Consumers Define Personalization

According to the McKinsey study, shoppers define personalization as:

• A positive experience that makes them feel special
• Investment in an ongoing relationship versus a transaction
• “Thoughtful touchpoints” that include post-purchase follow-ups, how-to videos, and even asking for a review

TREND: Maximum Clarity 

“The best e-commerce experiences are the clearest. That’s why today’s top platforms invest in design systems that make every step of the user journey intuitive and focused. The trick isn’t visual polish. Even Apple’s dramatic new ‘Liquid Glass’ menus (the largest iPhone update in years) were designed to simplify choices, not only to add flash. OneShop is taking a similar approach, minus the glassy special effects. Our redesigned checkout carefully guides shoppers step by step, because when pages clearly highlight what matters most, customers feel more in control and conversions improve.”

 

Daniel Lipford, Senior Manager, Product Design, NMG 

Referenced by Baymard, Forrester Research reported that a well-though-out, frictionless UX design can raise conversions rates dramatically — in some cases up to a 400 percent increase.

LEARN MORE about NMG OneShop’s digital tools designed for independent retailers.

This article was first published in our August 2025 Independent Thinking Magazine.