At a recent gathering, I shared a thought that didn’t exactly land well with the crowd.

We were talking about our goals for 2025—big, ambitious ones. The energy in the room was high. Everyone was convinced they’d hit their targets this time, brushing off the goals they missed in 2024 as just minor setbacks.

So I asked a simple question: “What will you do differently this year?”

The response? “I’m just going to work harder.”

I probed further: “Okay, but what, specifically, will you do differently?”

After a moment’s hesitation, someone said, “Well, we need to post more on social, send more personalised emails… Maybe we should try TikTok? Do you think we should? I’m not much of a dancer, and it might be a bit young for us, right?”

At that point, I couldn’t hold back:

“If that’s the plan, it’s going to be the same story this year.”

The room went quiet, and I quickly changed the subject.

But here’s the hard truth: “Winging it” isn’t a strategy. Neither is just working harder.

In eCommerce—and in business more broadly—effort without direction is like paddling upstream without a map. You’ll burn through your time and energy but won’t necessarily get anywhere meaningful.

The businesses that doubled or even tripled their sales last year weren’t just lucky. They had a plan and changed things that didn't work. They knew what to do, when to do it, and how to adapt when things didn’t go as expected.

As we step into 2025, it’s clear that success will come to those who are prepared for what’s next.

Here are four key trends shaping the future of online retail in New Zealand and beyond this year, that you could potentially consider in your own planning:

1. AI Agents Are Transforming eCommerce

AI shopping assistants are set to revolutionise retail. Shoppers will use their own AI agents to find deals, compare products, and place orders effortlessly. Retailers will also leverage AI to predict trends, optimise stock, and provide hyper-personalised shopping experiences. This isn’t just futuristic—it’s happening now.

2. Social Shopping Is Taking Off

TikTok Shop is launching in Australia in early 2025, and New Zealand retailers should be ready to ride this wave. Social media platforms like TikTok, Instagram, and Pinterest are evolving into virtual shopping malls. Creating shoppable content, hosting live streams, and collaborating with influencers will become essential strategies for growth.

3. Subscription Models Are Getting Smarter

Subscription services are evolving into highly personalised offerings. Using AI and predictive analytics, businesses will anticipate customer needs and offer flexible subscriptions that feel tailored. This trend isn’t just about convenience—it’s about deepening customer loyalty.

4. Sustainability Is a Must

Kiwis care about sustainability, and they’re putting their wallets where their values are. In 2025, eCommerce brands will need to focus on eco-friendly packaging, carbon-neutral shipping, and ethical sourcing. Nearly half of consumers are actively choosing brands with strong sustainability credentials—this isn’t optional anymore.

These trends are exciting, but here’s the thing: success won’t come from simply knowing what’s on the horizon. It comes from having a strategy—a clear, actionable plan that ensures your efforts are focused in the right direction.

The question is, what will you do differently this year?