What: Online commerce in 2025 is being reshaped by the convergence of generative AI, social super apps, and shifting consumer search behaviors.

Why it is important: This convergence is forcing retailers to rethink digital strategies, as confirmed by recent shifts in consumer expectations and technology adoption.

The landscape of online commerce is undergoing a profound transformation in 2025, driven by the rapid integration of generative AI, the rise of social super apps, and significant changes in how consumers—especially Gen Z—search for and discover products. Major players like Amazon, Google, and TikTok are accelerating their innovations, with Amazon launching AI-powered assistants and TikTok Shop expanding into new markets, directly challenging traditional e-commerce models. As younger generations increasingly turn to platforms like TikTok and AI-driven tools for product discovery, the dominance of Google in search is waning, prompting retailers to invest in new digital strategies that prioritize visibility on AI assistants and social networks. This shift demands the development of new skills such as Generative Engine Optimization and a stronger focus on multimedia content. The emergence of AI agents capable of making purchasing decisions further complicates the landscape, threatening the relevance of traditional e-commerce websites and raising concerns about data ownership and customer relationships. In this rapidly evolving environment, brands must make urgent strategic choices to remain visible and competitive.

IADS Notes: The rapid transformation of online commerce in 2025 is underscored by the accelerated integration of generative AI and AI assistants, as retailers increasingly leverage these technologies for content creation, trend identification, and personalized customer experiences, as seen in BoF (May 2025) and Bain & Company (November 2024). The emergence of social super apps such as TikTok Shop, which became the second-largest e-retailer in the UK and expanded into France, is highlighted in Journal du Net (March 2025), exemplifying the convergence of content and commerce, particularly among Gen Z consumers whose purchasing decisions are heavily influenced by viral trends. The changing landscape of search behavior, noted in BCG/WWD (October 2025), reveals that younger generations are moving away from traditional search engines in favor of AI-powered tools and social platforms, prompting retailers like Target to prioritize generative engine optimization and adapt to agent-to-agent commerce, as discussed in Retail Dive (September 2025). This evolution necessitates a fundamental rethinking of digital strategies, with a growing emphasis on machine-readable content and robust data infrastructure, as outlined in Inside Retail (November 2025). The rise of agentic commerce and AI-driven platforms is also challenging the relevance of traditional e-commerce websites, raising concerns about data ownership and customer relationships, as reported in Financial Times (November 2025) and Forbes (July 2025), and compelling brands to overhaul their digital presence to maintain visibility and authority in an algorithm-first marketplace.

2025: The year online commerce shifts