7 options for increasing e-store sales in 2025

The popularity of online commerce is growing faster than ever before, with momentum expected to continue to build throughout 2025. The global e-commerce market is projected to expand by more than 55% in 2026, reaching $8.1 trillion (Forbes, 2022). To stay competitive and grow sales, online stores will have to adopt new technology such as AI and apply future-oriented strategies.

1. Enhancing UX with AI

In 2025, customers expect a streamlined, personalized shopping experience. Use of AI allows companies to offer just that. Here are a few ways in which AI can change your user experience.

Personalized recommendation engines

AI-based recommendation engines help customize product recommendations for all customers based on their past purchases and analysis of browsing history. Studies have shown that personal recommendations increase the likelihood of a purchase by as much as 50% (McKinsey, 2021).

Chatbots and virtual assistants

AI-supported chatbots and customer support are effective ways of responding customer queries and solving problems. Since these services are available around the clock, customer satisfaction and general conversation rate will rise.

Automatic content analysis and feedback tools

AI can help e-stores analyse feedback from customers in real time and optimize product descriptions, while improving the UX and SEO. For example, automatic analysis of negative reviews can help companies react quickly and make the necessary corrections (Gartner, 2021).

2. An effective payment system and security

Convenient and flexible payment methods will be ever more important this year since consumers expect more flexibility. Besides traditional payment methods, new options are gaining popularity**.

Hire-purchase and Buy Now, Pay Later

LHV offers e-merchants all-in-one payment solution, which allows customers to pay in instalments. Hire-purchase and Buy Now, Pay Later (BNPL) services are gaining traction with younger consumers. These options reduce the risks associated with shopping and encourage impulse purchases.

Cryptocurrency and new payment methods

Although use of cryptocurrency is still in its infancy, this year we are seeing broader uptake among younger consumers in particular (PwC, 2021). E-stores that offer ways of paying with crypto are finding that they can attract tech-savvy and innovation-minded clientele. Crypto is not cost-effective as a means of payment, yet it's a novel way of penetrating a segment that competitors don't yet have their eye on.

Security and fraud prevention

Cybersecurity risks are growing, so having a secure payment environment is critical. AI-powered systems that can detect anomalous payment behavioural patterns can help prevent fraud and increase customers' trust in your e-store (Kaspersky, 2024).

3. Clever and creative marketing strategies

In 2025, it won't be enough to launch ads on Facebook to get noticed by customers. E-store owners have to tap into fast-growing marketing channels that offer direct access to their target groups.

Social media: still relevant

While Facebook and Instagram long ruled the roost as marketing platforms, attention is shifting fast to TikTok, popular among the younger generation. It's become a powerful channel where brands can create authentic content and trendy marketing campaigns that resonate with the target groups.

TikTok offers online merchants a way to integrate content, such as buying directly from videos. This year; Estonian companies can buy ads on TikTok. It is a platform that is already used by more than 2 billon people, over 70% of whom are 18-34.

Content marketing

Content marketing continues its domination, especially when it comes to influencers who create trustworthy targeted content. In 2025, consumers will become even more receptive to authentic, trustworthy recommendations.

Online stores can successfully partner with microinfluencers, who may have fewer followers but a closer-knit and more devoted following. Moreover, the popularity of forum-type social media channels (like Reddit and Quora) has grown significantly. This growth is driven above all by the preference for fresh, user-generated content in search engine rankings.

Video marketing and live shopping

Real-time promotional videos and live shopping are becoming a significant part of marketing of online products. During the livecast, shoppers can see the product, ask questions of the user and make a purchase. That creates an immediate, interactive shopping experience.

In online commerce, use of mobile devices continues to rise. By 2025, the proportion of mobile sales is estimated at more than 70% of the total e-commerce (Statista, 2024). To get mobile users to make a purchase from your e-store, focus on optimizing your content for smartphone display and a smooth user experience.

4. Mobile optimization and flexible payment options

Design optimized for mobile

An e-store's website must be fast, intuitive and mobile-friendly. Simple navigation, fast load times, and a convenient payment process are the factors that ensure that clients will complete their purchase when shopping on their phones.

According to Google, the bounce rate on websites is 53% if it takes more than 3 seconds to load. If you are selling goods worldwide, it's essential to ensure that your e-store has the necessary infrastructure. That means that both Estonian consumers and visitors from the US and Asian countries can quickly navigate your store.

Flexible payment options

Consumers are increasingly seeking flexibility when it comes to paying for purchases. LHV makes it easy to set up a hire-purchase and Buy Now, Pay Later (BNPL) plan as an all-in-one solution, reducing financial pressure at the point of purchase and potentially increasing average order value. According to international studies, the popularity of BNPL solutions is growing rapidly, particularly among younger consumers.

5. Data analysis and changes in technology

In e-commerce, data analysis is a powerful tool that gives insight into customers, optimize marketing campaigns and make better business decisions. Since tracking technology and privacy requirements evolve rapidly, merchants should devote more attention to collection and use of data.

First-party cookies and privacy

Google and other major platforms have announced that third-party cookies will be gradually phased out (Trakingplan, 2024). That means owners of online stores should focus on first-party cookies, which are collected directly from users via the e-store's website.

To track sales and measure the effectiveness of channels, bring your e-store's website into conformity with new privacy standards and invest into trustworthy data administration tools.

Contemporary analytics tools

Google Analytics 4 and the cookie management platform (CMP) provide a solution that aligns with new privacy requirements. In addition, companies are advised to consider server-side tracking, which ensures precise and secure data management.

6. Harnessing the power of artificial intelligence for webshops

Like it or not, AI is becoming an everyday part of our lives. It is important to integrate AI into e-commerce strategies to offer new possibilities for increasing sales and improving the user experience.

High-quality product images

Image quality and number of images have a direct impact on customers' trust and purchases. Smart AI-based solutions like Placeit, Pebblely and Photoroom can create visuals with different backgrounds, angles and contexts. For example, without ever going to a photography studio, you can generate five different images for a product that would be suitable for different target groups and advertising channels.

Studies show that clients with access to at least three product images are 58% more likely to make. the purchase.

Optimizing product descriptions for search engines and sales

AI solutions (like ChatGPT and Jasper) can - in the blink of an eye - compose and fine-tune product descriptions to make them appealing to customers and search engines. For example, a five-sentence description can become a detailed, solid SEO text through the addition of keywords, product advantages and user instructions.

Quality, length and relevance of content are important factors used by search engines to decide which results to display to a potential new customer. Better optimization of search results increases discoverability and clickthrough rate (CTR) by up to 30%.

Optimizing inventories and supply chain

Artificial intelligence can forecast demand and optimize inventories to avoid goods being out of stock or warehouse surpluses. That makes the supply chain more efficient and helps do away with pointless expenditures (McKinsey, 2024).

7. Growth strategies that your competitors haven't started using yet

If you want to grow and not slip back, you'll have to find ways of delivering significantly greater value and more convenient user experience than your competitors.

Subscription models

In many sectors, subscription has become a preferred business strategy. It's easier for customers to make repeat purchases, such as monthly beauty products, nutritional supplements or even fashion goods (Statista, 2024). LHV also offers e-store proprietors comprehensive payment services, including standing orders.

Customer stories

The flush of pleasure that comes over customers when they use products purchased from your e-store can be the underpinning for finding new customers. As consumers, the more we hear people saying good things about a certain product, the more we want to buy the product for ourselves.

This isn't a novel strategy,  but since it's relatively time-consuming, many e-merchants tend to turn a blind eye to this strategy. It's simple to focus on only promotions aimed at discount offers, but over time that gets old and its effectiveness wanes.

Responsible and sustainable online commerce

Consumers increasingly prefer companies that care about sustainability. Provide environmentally friendly alternatives to your product and tell clients how you're contributing to a greener future (Deloitte, 2024). If you and competitors are both offering a similar product price and user experience, that little upgrade to your business strategy can make the difference when it comes to conversion rate and increased turnover.

Learn more about the all-in-one e-merchant payment solution LHV Wallet