By Kate Musgrove, managing director of Bazaarvoice APAC
Looking ahead to 2025, it’s clear that successful brands will be those that genuinely connect with their customers through authentic messaging, clever innovation, and shopping experiences that just work. Let’s chat about the key trends that I reckon will shape retail and commerce in the coming months.
Seamless Shopping: The new normal
The retail world is shifting from simple buying to immersive shopping experiences. Today’s consumers expect to be informed, delighted, and inspired to purchase at any moment, anywhere. Our research shows that 88% of shoppers want a seamless experience across different channels, with four in five preferring a mix of in-store and online shopping. In Australia, we’re seeing this play out uniquely. While 28% of shoppers still start their journey in physical stores, they’re constantly moving between channels – checking reviews on their phones while in-store, discovering products on social media, and completing purchases online. The key is making these transitions feel natural and connected.
Tech and AI: Powering the future of retail
Technology isn’t just changing retail; it’s revolutionising it from the ground up. AI and machine learning are transforming everything from supply chains to personalised shopping experiences. Our data shows that personalised offers drive 45% of shoppers to complete online purchases. At Bazaarvoice, we’re seeing firsthand how AI helps brands understand not just what customers are saying, but why they’re saying it. This deep insight helps retailers anticipate needs, manage inventory more effectively, and create those magic moments that turn casual shoppers into loyal customers.
The power of keeping it real
Our latest research shows that 65% of global shoppers rely on user-generated content when making purchasing decisions. For Aussie consumers, who are naturally sceptical of polished marketing, this is particularly important. What’s fascinating is that nearly half of all shoppers find user reviews on retailer websites more influential than any other content when researching products online. It’s clear: genuine customer voices carry more weight than any carefully crafted marketing message.
Social shopping and creator connections
Social commerce is booming, with 39% of consumers using social media for product discovery and research, and 31% making direct purchases through these platforms. However, Australians approach this trend with their characteristic pragmatism. The real game-changer is in creator marketing. About 86% of consumers engage with creator content before making a purchase decision. But here’s the interesting bit – it’s not about big-name influencers anymore. Aussie shoppers are drawn to authentic, relatable voices that feel genuine rather than staged.
As we move into 2025, success in retail will come down to how well brands can blend these elements together. It’s about creating experiences that feel personal and authentic, leveraging technology without losing the human touch, and meeting customers wherever they are – whether that’s in-store, online, or scrolling through social media.
The brands that will thrive are those that understand this isn’t about choosing between digital and physical, or between authenticity and innovation. It’s about bringing all these elements together in a way that makes sense for their customers.
Bazaarvoice is a solutions and analytics platform connecting retailers with consumers by putting the consumer voice first in the experience. With an end-to-end, commerce-empowered omni-channel content solutions and analytics platform, Bazaarvoice helps 13,000+ brands and retailers inform consumer decisions consistently and at scale at every stage of the shopper journey, on every platform where shoppers live. 2.3B shoppers use the Bazaarvoice Network on a monthly basis.
–
Top image: Kate Musgrove