The second half of 2025 promises significant transformations in consumer behavior and, therefore, directly impacts those who sell online. With dates like Black Friday and Christmas approaching , understanding new consumer demands is crucial to adapting your e-commerce, creating more effective campaigns, and achieving significant results. In this article, you will learn about the main consumer behavior trends for the second half of 2025 and how to prepare to take full advantage of them.
1- THE NEW CONSUMER 2025: MORE CONSCIOUS AND MORE DEMANDING
According to WGSN 's Future Consumer 2025 report , consumers are becoming more intentional in their purchases . In other words, instead of impulse spending, they seek brands that represent their values, offer convenience, and above all, provide a seamless shopping experience.
What does this mean for e-commerce?
- Sustainability and purpose are no longer differentials, but rather requirements.
- A price transparency, origin of products and also exchange policies make a difference.
- Smart curation: The consumer wants the store to facilitate their purchasing decision, with personalized recommendations and efficient filters.
Therefore, to stand out in this scenario, invest in authentic narratives and the usability of your website , ensuring a simple and secure purchasing journey.
2- BLACK FRIDAY 2025: REAL VALUE ABOVE DISCOUNT
Unlike previous years, consumers are more attentive to the veracity of offers . The practice of inflating prices weeks before Black Friday is increasingly frowned upon, and according to Sebrae RJ , trust in the brand is becoming crucial for conversion.
Therefore, here are some strategies to take advantage of this trend:
- Offer real discounts and clearly communicate the savings.
- Create a relationship ruler with the customer, encouraging repurchases and preparing the ground for November.
- Explore the concept of Black November, with advance actions and limited-time offers to create a sense of urgency.
Furthermore, consumers expect more personalization : whether in email marketing or in-store recommendations.
3- SOCIAL COMMERCE AND LIVESHOP: ENTERTAINMENT AS PART OF THE PURCHASE
In the second half of the year, with the increase in content consumption on social media, the impact of social commerce also grows . Platforms like Instagram, TikTok , and YouTube are already showcases for products and also points of conversion.
Liveshops , for example, are expected to consolidate during Black Friday , connecting brands to consumers in real time.
Practical tips:
- Bet on content creators with affinity with your brand.
- Use interactive features, such as polls and real-time comments.
- Offer coupons and exclusive conditions during live broadcasts.
This format, in addition to increasing conversion, generates engagement and strengthens brand presence.
With consumers more connected and interacting with brands in real time , consumer behavior trends also point to the consolidation of hybrid experiences , which blend entertainment and convenience at every stage of the journey.
4- PAYMENT AND LOGISTICS: AGILITY AS A PRIORITY
The digital consumer in 2025 wants to buy quickly and, likewise, receive quickly . The checkout and delivery experience can be a decisive factor in whether a purchase is completed or the cart is abandoned.
Payment methods are also reflecting this change in behavior. Consumers expect fast, secure, and flexible options , such as digital wallets , Pix (Brazil's instant payment system) , and alternatives to conventional credit, like the "buy now, pay later" ( BNPL ) model . At the same time, the checkout process needs to be simplified to avoid friction in the journey.
How to apply to your e-commerce:
- Simplify checkout, avoiding long registrations or unnecessary steps.
- Offer multiple payment methods and highlight the fastest and safest ones.
- Have an operation efficient logistics, with express delivery and updated tracking.
In the second half of the year, especially during Black Friday , delays and delivery failures cause frustration and negatively impact after-sales service.
5- ARTIFICIAL INTELLIGENCE AND AUTOMATION: PROACTIVE SERVICE
Consumers expect to be understood and, above all, well served . By 2025, this translates into hyper-personalized experiences and agile service, even in the face of high demand volumes.
Generative AI tools , natural language chatbots , and intelligent automation are helping companies anticipate needs and delight customers.
Examples of use:
- Personalized recommendations based on browsing history.
- Chatbot support that solves simple doubts with humanized language.
- email campaigns triggered by purchasing behavior or cart abandonment.
These features not only reduce operational costs, but also increase conversion rates and customer loyalty.
CONCLUSION
Consumer behavior trends for the second half of 2025 show a scenario dominated by more conscious, connected, and discerning consumers. Therefore, to stand out, you need to align your operations with these new expectations , offering convenience, transparency, and memorable experiences.
Want to delve deeper into more strategies for scaling your e-commerce business? Keep following the e-Plus blog and see how to apply all of this in practice!
