What will shape the e-commerce landscape in the second half of 2025?
5 trends operators can’t afford to miss.
In the second half of 2025, the e-commerce landscape is evolving at an unprecedented pace. Consumer expectations are rising, technology is advancing rapidly, and market competition is becoming increasingly fierce.
Today’s customers no longer want simple online storefronts—they expect personalized shopping experiences that thoughtfully cater to their tastes and needs. For e-commerce operators, this means that more sophisticated strategies and higher levels of technical expertise are now required.
In this content, we’ll explore the key trends that will shape e-commerce in the second half of 2025 and discuss practical strategies to boost performance and stay ahead in the market.
📌A Chat Window in the Search Bar? - The Rise of Generative AI Search
<LLM-based Generative Search Engine, genser>
Now, instead of entering just a few keywords into the search bar, consumers ask questions as naturally as if they were speaking.
For example, requests like “Recommend spring dresses between 100,000 and 200,000 won” have become routine.
This kind of natural language-based search offers a major advantage: consumers can find the information they want faster and more accurately. Even without knowing the exact keywords, they can get results that match their intent, reducing search-related stress and making the purchase experience smoother.
In line with this change, generative AI search has emerged. PLATEER’s generative AI search solution, genser, leverages natural language understanding to quickly recommend products optimized for a customer’s style and situation.
Beyond simple keyword matching, genser identifies user context and intent, connecting them with the most suitable products, content, and information—delivering an intelligent search experience that dramatically improves search efficiency.
Learn About Generative AI Search That Moves Customers’ Hearts>
📌The Evolution of Sophisticated Personalization – The Rise of Hyper-Personalized Marketing
The phrase “customer-tailored” is no longer new.
In the second half of 2025, hyper-personalized marketing that reflects each customer’s context, situation, and preferences in real time is expected to become mainstream. From the moment a customer enters a website, AI determines and decides what content to display, which products to recommend, and when to show specific messages.
This evolution has been made possible by the development of marketing solutions that analyze behavioral data and automate personalization in real time. PLATEER’s AI martech solution, groobee, offers a variety of features—including real-time personalized targeting and automatic campaign optimization based on customer data—enhancing marketing efficiency and contributing to increased customer loyalty.
The One Solution for E-commerce Personalized Marketing, groobee >
📌AI Manager in Your Hand – The Evolution of Chatbots
While previous chatbots were limited to basic Q&A or handling FAQs, today’s chatbots are evolving into “generative chatbots” capable of not only providing real-time consultation but also managing personalized recommendations and even marketing performance.
A prime example is PLATEER’s gelatto. Powered by generative AI, gelatto understands the context when customers ask questions in natural language and actively responds to complex requests, such as product recommendations, order inquiries, and delivery information. It is recognized as an advanced chatbot that can manage both customer support and marketing simultaneously.
📌Video-Centric Commerce – The Rise of Short-Form Shopping Content
In e-commerce, video is no longer just an “added bonus.” The prevalence of short-form video, live commerce, and AI-powered automated video creation is rapidly shifting shopping content toward a video-first approach. Since customers now prefer short, immersive visual information, operators are focusing on video as a tool to boost both click-through and conversion rates.
AI-driven technologies have already reached the stage where product information can be turned into shopping videos, curating and recommending items tailored to customer profiles. PLATEER’s X2BEE AI Apps also offer automation features for easy, fast production of marketing video content. With pre-made templates and an intuitive editor, operators can consistently create not only shopping videos but also product thumbnails, promotional images, and marketing banners—reducing the burden of content creation and improving overall marketing quality.
Learn more about X2BEE AI Apps >
📌AI- Assisted Decision Making - The Normalization of Automated, Data-Driven Operations
In 2025, e-commerce operations will be centered on real-time, data-driven decision-making rather than intuition. In particular, AI is increasingly being used to analyze customer data in real time, automatically segment audiences, and execute campaigns or predict conversion rates based on these results.
For example, AI can predict customer groups that are likely to make repeat purchases and automatically send them personalized coupons, or display real-time reminder messages to customers who are likely to abandon their carts—enabling sophisticated marketing responses without operator intervention.
Such data-driven automation systems go beyond merely supporting operators’ decisions; they are becoming core operational infrastructure that enhances business performance. By automating the decision-making process itself, companies can strategically improve both operational efficiency and the customer experience at the same time.
In the second half of 2025, the e-commerce market is rapidly being reshaped around technology. The key is not to adopt every new technology indiscriminately, but to understand the trends and apply them flexibly and gradually according to your customers and business context. Only companies that carefully introduce necessary technologies step by step and continuously innovate the customer experience will be able to stay ahead in the competition.
Make sure to check out the related content below that you may find useful as well. 👇
❣️ When AI Recommends, Customers Open Their Wallets…
❣️ Responding to the peak e-commerce season with AI automation
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