Online shopping in 2025: 5 must-have features for your ecommerce store

In this article, we'll examine five key features shoppers will come to expect from every online store. From intelligent product discovery to seamless delivery options, we'll show you how to prepare your store for what’s ahead.

1. Product discovery with smarter search

Modern shoppers want to communicate with search bars like they talk to shop assistants. AI-powered search technology moves beyond basic keyword matching to understand how your customers actually think and shop.

When a customer types "flowery dress for spring wedding reception," AI interprets the context, occasion, and season to display relevant products. This natural approach to product discovery directly impacts your bottom line by reducing the time customers spend searching and increasing their likelihood to purchase.

The real power of smart AI search in 2025 lies in its ability to learn and adapt. The system gets smarter with each interaction, understanding common typing errors and interpreting shopping intent. This means your customers find what they're looking for faster, even if they don't know the exact product name or category.

Implementing this technology creates a major competitive advantage. Shops that offer intuitive, intelligent search capabilities see higher conversion rates and increased customer satisfaction.

2. Frictionless payment and delivery

The final steps of online shopping can make or break a sale. As we approach 2025, customers expect a checkout process that's not only secure but seamlessly integrated with their preferred payment methods. Digital wallets are set to handle 50% of UK ecommerce transactions by 2027, making this shift in payment preferences impossible to ignore. Digital wallet options like Apple Pay, Google Pay, and PayPal give your customers the instant checkout they expect.

Modern shoppers want control over how and when they pay. One customer might prefer to split a larger purchase into manageable payments through providers like Klarna, Clearpay, or PayPal Credit, while another values the speed of one-click checkout through their digital wallet. Your ecommerce platform needs to accommodate all modern options, turning potential barriers into opportunities for conversion.

The delivery experience has become equally important in the purchasing decision. Customers now expect the same flexibility with shipping as they do with payment. This means offering various delivery speeds within the same order and the ability to switch between home delivery and collection points. A customer buying multiple items might want next-day delivery for an urgent purchase while choosing standard shipping for less time-sensitive products.

Investing in flexible payment and delivery systems drives business growth. When you remove friction from these final touchpoints, you transform potential abandonment points into opportunities for customer loyalty.

3. Personalisation that scales

The future of online retail lies in creating shopping experiences that feel tailored to each customer. When merchants show prices in local currencies, they see a 40% increase in conversion rates - but personalisation goes far beyond simple currency conversion.

Today's shoppers expect your online store to understand and anticipate their needs. This means displaying content in their preferred language, showing prices in their local currency, and adapting to their shopping habits. Each interaction builds a clearer picture of their preferences, allowing your store to present more relevant products and offers.

Smart product recommendations take this further by considering browsing patterns, purchase history, and seasonal trends. A returning customer who regularly buys business attire might see suggestions for complementary items during sale seasons, while a first-time visitor receives carefully curated introductions to your most popular ranges.

Implementing these personalisation features marks the difference between surviving and thriving in the competitive digital marketplace. When customers feel understood and valued, they're more likely to choose your store over competitors, regardless of price points.

4. Subscription-based commerce

Subscription models transform one-time buyers into long-term customers. The subscription market continues to grow as shoppers seek convenience and value in their regular purchases. From beauty boxes to meal kits, businesses across sectors are adding subscription options to boost recurring revenue.

Smart subscription models adapt to customer needs. Your subscribers might want to pause deliveries while they're away, swap products in their next box, or change delivery frequency. This flexibility keeps customers engaged and reduces cancellation rates. A coffee subscription customer, for example, might increase their delivery frequency during busy work periods or switch to decaf in the evening.

The data from subscription services provides valuable insights into customer behaviour. Regular delivery patterns help you manage inventory more effectively, while product preferences guide your purchasing decisions. This predictable revenue stream also supports better business planning and growth forecasting.

5. Real-time customer support

Online shoppers demand immediate answers to their questions. Live chat, video support, and co-browsing tools transform how you help customers make decisions. When a shopper has questions about product sizing, your team can guide them through size charts in real-time.

AI chatbots complement your human support team by handling common queries 24/7. They answer frequently asked questions about shipping times, return policies, and product availability, freeing your staff to focus on complex customer needs. These automated assistants learn from each interaction, building a knowledge base that improves response accuracy over time.

The data gathered through real-time support channels helps improve your entire shopping experience. Common questions highlight areas where product descriptions need clarity, while frequent issues point to parts of your site that need attention.

Investing in real-time support tools builds customer confidence. When shoppers know they can get immediate help, they're more likely to complete their purchase rather than abandon their cart to research elsewhere.

Build your ecommerce future with proven expertise

Looking to implement any of these features in your online store? Since 2007, MoreSoda has helped brands create high-performing ecommerce experiences that adapt to changing customer needs.

Don’t hesitate to drop us a line if you’re keen to discuss how we can help future-proof your online store!