We had the pleasure to attend one of the largest e-commerce events in Poland – the 2025 E-commerce Fair in Warsaw. This gathering, which has attracted market leaders, innovators, and online sales enthusiasts for years, was a great opportunity for us to discuss challenges, strategies, and specific solutions that support the growth of e-commerce.
These are the ideas we took away—simple, practical, and worth a closer look.
New rules of the game – innovations worth knowing
One thing was clear during the 2025 E-commerce Fair: e-commerce is entering a new stage of development, where simply showcasing a product is no longer enough. The key now is understanding the user—their intentions and changing habits. The industry is learning from the giants—but rather than competing with them, it’s smarter to observe their strategies and draw your own conclusions.
Among the most interesting trends and solutions that can have a real impact on e-commerce development, the following stand out:
Focusing on personas, not products
More and more companies are shifting away from “what we sell” and turning toward “who we’re doing it for.” Understanding user needs and accompanying them on their individual journey—whether they’re ready to buy now or just exploring—is the foundation of effective communication.
New shopping journey and AI search engines
With the rise of AI tools like ChatGPT, the way users discover brands and products is changing. Already, 41% of consumers use AI for online shopping, and younger generations treat these platforms as a primary source of inspiration. By 2026, traffic to traditional search engines is expected to drop by 25%, and 39% of users say they prefer AI-generated conversational responses over classic Google results. This is where a new marketing branch is emerging—Generative Engine Optimization (GEO)—aimed at boosting brand visibility in generative search results rather than just in standard SERPs.
Simpler campaigns, better results
Sometimes, less really is more. As shown by companies like adCookie, simple promotions—such as a classic “Buy 1, Get 1 Free” offer—or clean graphics with minimal branding worked best. Campaigns also tested different ad formats: classic banners vs. video, and targeted efforts toward newsletter subscribers using dedicated promo codes.
Analytics as the foundation for decisions
Well-configured GA4 is now a true goldmine of insights. The importance of testing—based on data, not intuition—was strongly emphasized. For example, A/B testing of CTA button placement showed that buttons at the bottom of the page converted better than those stuck at the top, even if intuition might suggest otherwise.
Changing the goal – from sales to engagement
Only a small percentage of users (less than 4%) visit a website with the immediate intention to buy. The rest—over 90%—have other goals: they’re looking for information, inspiration, or comparisons. Companies that can help fulfill those goals are more likely to win users back—and eventually convert them into customers. In the B2B space, it was even said that the best platforms are the ones clients want to spend time on.
AI Q-COMMERCE
In response to the rapid evolution of the e-commerce industry, we developed AI Q-Commerce – a solution that combines advanced technology with the real needs of online retailers. Powered by our proprietary tools, such as QID and SEMTEQ, we help brands:
- precisely reach high-intent shoppers,
- recover abandoned carts and boost conversions,
- optimize ad campaigns using data and AI.
This comprehensive approach delivers measurable results – higher ROI and a better shopping experience for users.
Wondering if it could work for you? Contact us
So, what are your thoughts on these trends? Let us know your take on LinkedIn or Facebook — we’d appreciate hearing your perspective!
