Across the globe, online shoppers are adjusting their habits in response to economic pressures and shifting priorities.
The latest Global Voices Report 2025, based on a survey of more than 18,000 consumers across 18 countries, reveals a nuanced picture: while many shoppers plan to spend less online in 2025, ecommerce itself is far from slowing down. Instead, it’s evolving driven by local market dynamics, emerging shopper expectations, and changes in how people define value.
Inflation and economic uncertainty are shaping short-term behaviour, but brands willing to adapt to local expectations, deliver frictionless experiences, and engage with evolving shopper mindsets will still find plenty of growth opportunities.
Here’s what the data tells us and how brands can respond to capture ecommerce growth opportunities.
Global caution, but ecommerce isn’t collapsing
Some shoppers are pulling back, but the reasons are as much about rebalancing priorities as they are about cutting back altogether.
Key factors influencing lower spend:
- Budget constraints: Only around 15% of shoppers buying accessories, clothing, consumer electronics, and beauty products expect to spend more online in 2025.
- Economic uncertainty: 45% of Baby Boomers are worried about the current climate.
- Shift to essentials: 29% of Gen Z are spending more on food and less on discretionary items.
- Savings focus: 58% of Millennials want to save more this year.
Globally, 32% of shoppers plan to spend less, up from 25% last year. Just 11% expect to increase spending.
But this data doesn’t spell the end of ecommerce. It signals a shift toward more discerning, value-conscious purchasing. Online channels remain central to buying habits and are growing in many markets.
ESW insight: Understanding where the demand pockets are, and adapting to local price expectations, product preferences, and fulfilment norms, can turn cautious shoppers into loyal customers.
Emerging markets lead in online spending growth
While established markets like the US, UK, and Germany retain strong reputations for quality, durability, and value, exciting ecommerce growth is emerging in:
- India
- China
- Brazil
- South Africa
- UAE
In these markets, a majority of shoppers say they will spend more online in 2025. Driving this optimism are:
- Comfort with cross-border shopping – shoppers are increasingly open to buying from international brands for variety and competitive pricing.
- Improved digital infrastructure – wider internet access and mobile adoption lower ecommerce entry barriers.
- A growing middle class – more disposable income and new consumer segments to target.
- Mobile-first behaviours – demand for fast, streamlined apps and local payment options is rising.
ESW advantage: With our in-market expertise, payment localisation, and logistics solutions, brands can quickly adapt to these growth regions without the operational headaches of managing multiple markets solo.
Why shoppers are cautious in other markets
France, Mexico, and Argentina report higher levels of caution, with shoppers citing:
- Cost of living pressures tightening budgets.
- Concerns about return policies and fees – e.g., 33% of Argentine shoppers and 31% of Mexican shoppers won’t order if there’s a charge for returns.
- Trust issues with unfamiliar platforms – requiring transparency, landed costs in local currency, and secure local payment options.
A poor post-purchase experience -shipping delays, hidden costs, or complex refunds- can lead to permanent customer loss.
How ESW helps: Acting as a Merchant of Record, we manage duties, taxes, and compliance, while ensuring transparent pricing and trusted localised checkout experiences building trust from first click to final delivery.
Bright spots for 2025
Even in cautious markets, growth opportunities exist:
- Brazil: 51% of shoppers will spend more online, largely because they see it as cheaper than in-store shopping.
- Gen Z & Millennials: Still prioritising fast, seamless, mobile-first shopping.
- Luxury goods: Resilient, with 23% of luxury shoppers increasing online spend.
- Recommerce: The second-hand and refurbished goods market is booming -nearly 40% of shoppers bought used/refurbished items in 2024, and 90% would do so again.
Pro tip from ESW: By integrating recommerce options or limited-edition resale opportunities, brands can reach eco-conscious and budget-sensitive shoppers without undermining brand value.
The essentials: shipping, payments, and returns
Getting the basics right can be a powerful growth driver:
- Shipping: Most shoppers will wait up to a week for free delivery, though patience varies. Italians expect 3-day delivery, while some Brazilian and Australian shoppers will wait two weeks or more.
- Returns: Preferences differ. For example, Indian shoppers accept small fees, while Spanish shoppers expect free returns. Offering in-store or local drop-off points can cut costs and improve satisfaction.
- Payments: Credit/debit cards lead globally (52%), but digital wallets (41%), BNPL (13%), and even cash (25%) are important in certain markets. Security is non-negotiable: 60% of Indian shoppers abandoned carts due to payment security concerns.
ESW solution: From optimising inventory location for faster delivery, to enabling trusted local payment methods, to offering flexible returns, our integrated cross-border platform ensures brands meet market-specific expectations with ease.
Conclusion
Ecommerce is not slowing, it’s shifting. Growth opportunities exist for brands that understand local market behaviours, adapt to shopper expectations, and prioritise trust, value, and convenience.
The brands that thrive in 2025 will not just sell, they’ll listen, localise, and build long-term customer relationships.
Find out more: Download the Global Voices Report 2025 to explore detailed market insights and shopper trends, or talk to our experts about how ESW can help you seize ecommerce growth opportunities.
