E-commerce 2025: Trends and development in B2C and B2B

E-commerce continues to evolve rapidly. While economic uncertainty affects consumer purchasing power, we observe ongoing growth—especially in B2B. In this article, we review the key insights and trends you need to be aware of to succeed in digital commerce in 2025.

B2C: Growth despite economic challenges

Consumer behavior has changed significantly in recent years. More people are shopping online than ever before, but the economic situation influences how and where money is spent.

📊 Positive signals in e-commerce indicators with threats from foreign low-price companies
According to Ecommerce Europe, European e-commerce turnover is expected to reach €958 billion in 2024, an 8% increase from 2023. This marks the first inflation-adjusted growth since 2021. 

In the Nordic region, 83% of consumers shop online regularly, with 76% having purchased products from abroad within the last year. This means companies must work smarter to maximize their conversion rates and customer loyalty. What does the trend look like going forward?

🔍 Trends in B2C e-commerce:

• Cost-conscious consumers: Focus on offers, loyalty programs, and value-based selling.
  
  
• Omnichannel strategies become crucial: Integration between physical stores and digital channels creates a seamless customer experience.
  
  
• Sustainability influences purchasing behaviors: Consumers are increasingly choosing companies with sustainable business models and transparency in supply chains.
  
  
• Chinese low-price companies gaining ground: In September 2024, 20% of consumers in Sweden shopped online from abroad, up from 16% during the same period in 2023. Platforms like Temu and Shein have seen significant growth, with half a million Swedes shopping there in September.
  
  
• AI drives personalization and efficiency: Generative AI is used to create product descriptions, marketing materials, and customer service interactions. AI-based recommendations and dynamic pricing improve both customer experience and sales.
  
  

B2B: Digitalization accelerates

In B2B, we see a significant digital transformation. Companies are investing in digital business channels and see great potential in digital commerce to streamline and increase sales.

📈 Strong focus on digital growth - Our 2024 report, "Nordic Digital Commerce in B2B," shows that 71% of Nordic B2B companies expect increased digital sales over the next three years. A full 68% anticipate double-digit growth, underscoring the importance of digital strategies.

🛒 Key trends in B2B e-commerce:

• Increased self-service via digital channels: Customer portals, e-commerce solutions, and digital product catalogs simplify the purchasing process and provide better service through self-service and accessibility.
  
  
• AI and automation: Enhanced personalization, dynamic pricing, and smarter recommendations drive sales.
  
  
• Efficiency and scalability as strategy: To meet market demands and grow in competitive environments, more companies are investing in solutions that enable rapid reach to new target groups and establishment in new markets, creating long-term flexibility and growth.
  
  
• B2B Marketplaces grow: Companies are investing in selling via industry-specific platforms and marketplaces to reach more customers.
  
  
• Security and regulatory compliance: An important future issue where regulations regarding product manufacturing come into effect.

In addition to these trends, we see an increased focus on cybersecurity and regulatory requirements. With increasing digitalization and global developments, security risks are becoming more apparent, making both B2B and B2C companies prioritize availability, secure payment solutions, protection against data breaches, and compliance. Read more about Litiums solutions for security. 

Other important directives, such as WCAG (accessibility) coming into effect on June 28, 2025, and various sustainability initiatives, especially for manufacturing companies, are becoming increasingly important factors to consider.

What does this mean for your company?

Whether you run a B2C or B2B business, a strong digital strategy is crucial for growth in today's market. Companies that adapt to changing customer behaviors, invest in the right digital tools, and optimize their sales strategy will be the winners.

To compete with foreign low-price companies, Nordic e-retailers must focus on quality, differentiation, and customer experience rather than price. By strengthening the brand, building customer loyalty, and offering unique products or services, they can create a stronger market position. Transparency, sustainability, and high service levels are also becoming increasingly important competitive advantages.

At the same time, the economic downturn affects consumer choices, where price often outweighs sustainability. The question is whether this development will persist or if we will see a return to more responsible consumption when the economy strengthens. It also remains to be seen whether policymakers will take measures to regulate the advance of low-price companies.

Want to learn more about how to future-proof your e-commerce?

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