Testing the Latest E-Commerce Trends to Own the Year

by Violetta Khlystun | January 8, 2025 11:13 am

Many factors make online shopping preferable for the average consumer. Some appreciate the overall availability, with access to the store anywhere, anytime; others love the opportunity to research the goods before purchasing, check customer reviews, and compare prices. But no matter the reasons, e-commerce is an integral part of modern life.

According to GWI’[1]s report on commerce, 59% of global consumers prefer to shop online rather than in-store, and the figure is set to grow as technology advances. Some of the innovations have been around for a while, and others are just emerging. In this article, I’ll go through the trends that fall within both categories and what kind of testing is required for efficient QA.

2024 in Review: What Was in Focus

Wide AI implementation anywhere where it can streamline processes and reduce friction caused much of the movement. AI-driven platforms like Algolia, Nosto, or Vue.ai gained a lot of traction throughout the year, while industry giants have been actively releasing new AI features (e.g., Sidekick by Shopify). Alongside the AI boom, established approaches continued to shape e-commerce in 2024, influencing the approach to QA. Let’s explore what trends are here to stay.

Enhanced UX, resource management, and more with AI

Store management always involves challenges in inventory, supply chain, operations, customer service, support, and shipping. Nowadays, most of these are actively being addressed through AI integration.

Well-trained chatbots help solve nearly 80% of routine tasks[2] and requests, sparing human agents for more complex issues. AI’s language processing capabilities also help improve search accuracy. Meanwhile, predictive analytics and AI-based automation improve resource management through faster processing and data-driven decisions.

Since AI is a new technology, QA is crucial. AI’s adaptive nature makes outcomes unpredictable, requiring thorough testing. An effective approach involves understanding the AI model, crafting diverse test scenarios, and continuously monitoring and refining performance. Learn more about the recommended approach to testing in our article[3].

Further expansion of social commerce

According to Forbes[4], approximately 106.8 million people shopped on social media last year, and the tendency is expected to expand even further. At this point, ~61% of shoppers[5] use TikTok to research products. Platforms like TikTok Shop and Instagram have turned social media into shopping hubs where short videos and live streaming become integral to product promotion.

From a quality perspective, social commerce introduces unique challenges. QA priorities include API testing to prevent transaction issues, load testing to handle viral campaigns, UX testing to ensure engaging shopping journeys, and compatibility testing for stable access from varying devices. Maintaining high QA standards is one of the key aspects of successful social commerce.

Personalized customer journeys are taking over

Modern customers expect integrated shopping across platforms. The study by HBR shows that 73% of consumers[6] use varying channels to shop, including websites, social media, and in-store. Trends like ROPO (research online, purchase offline) and BOPIS (buy online, pick up in store) imply integrating e-commerce into the omnichannel approach, where customers can research, purchase, and pick up either online or offline. This adds new dimensions to QA and testing.

To ensure smooth journeys, stores should test the integrity of customer data across all available channels. It’s important to simulate ROPO and BOPIS workflows, including order placement, notifications, and in-store pickup features. The user flow should also be reviewed across all channels to develop a smooth transition, and A/B testing would be an important QA approach for optimization.

If it doesn’t fit into my phone screen – I’m not buying

Market Insights by Statista[7] outlines that nearly 77% of global retail traffic was generated by mobile users in 2024, while over 54% of orders were submitted through smartphones. Gen Z, who spend an average of 6 hours daily[8] with their devices, is a driving force behind this switch to m-commerce.

To retain customers, the store should be optimized for mobile devices, which includes responsive design, fast loading times, voice shopping, and a seamless checkout process. A holistic approach to QA that includes compatibility, performance, and functional testing would be crucial for proper coverage. Check out our case study[9] on functional testing and the results that can be achieved within a brief iteration.

Anticipating 2025: What’s Next

While m-commerce, social media selling, and personalized user journeys are already spreading across the industry, the following enhancements are yet to gain steam. AR, blockchain, and dynamic subscription services will most likely be the top trends of the upcoming year, making e-commerce even more flexible and user-friendly. Let’s explore their value and the required approach to QA and testing.

Subscription commerce overcoming retention issues

Subscription commerce is anticipated to undergo significant changes as the niche witnessed some decline in 2024. According to a survey by SUBTA[10], the percentage of active subscribers dropped by 10% compared to the previous year. As customers become more demanding, services have to look for ways to be more personalized and flexible, which includes features like tailored recommendations, adjustable delivery schedules, and product swaps.

How will this change QA? Success will now depend on personalization efficiency, faster performance, and the selection of key subscription features. Functional testing of flexible options like product swapping and delivery adjustments will be essential for customer satisfaction. Meanwhile, performance testing will help prepare the platform for high traffic and peak activity. Addressing these areas is a way to deliver reliable and engaging subscription experiences.

A way to pay – broader adoption of blockchain

Payment options and security concerns directly impact cart abandonment rates. Customers expect something beyond credit or debit card checkout while remaining cautious about sharing payment information online. These requirements naturally transition into blockchain technology, which offers speed and security for transactions.

Though blockchain is yet to gain overall acceptance, with less than 1% of e-commerce transactions[11], it is already redefining payments. To meet user expectations, businesses must validate reliability, maintain data integrity, and ensure network scalability under high loads. Here, QA with regular security audits, performance monitoring, and real-world testing is essential, learn the details in our recent article[12].

Leveraging AI to personalize shopping

We can expect that in 2025, businesses will leverage AI’s predictive capabilities to reshape customer journeys. Industry projections show that around 90% of e-commerce companies[13] will utilize AI to create highly tailored shopping experiences that include customized product configurations, dynamic pricing, and even individualized marketing campaigns.

Along with that, businesses will leverage AI for demand forecasting, proactive supply chain optimization, automated inventory management, and behavioral market trends analysis. This shift is highlighted by the rising demand for AI-powered tools that drive deeper customer engagement through historical data. QA efforts will aim at predictive accuracy and system reliability.

AR/VR for better visualization

Though it’s been around for a couple of years already, augmented and virtual reality (AR/VR) are yet to change the way customers engage with products. Virtual fitting rooms, 3D previews, and real-time visualization will address one of e-commerce’s biggest challenges: building buyer confidence.

As AR and VR get more mainstream, ensuring seamless functionality becomes a crucial element of QA. Testing must cover usability, performance, and device compatibility to guarantee smooth interactions across platforms and environments. QA should also include real-world checks of AR applications. It will eliminate glitches that could damage customer trust, and our lab has 400+ devices[14] for testing AR/VR functionality on any hardware combination.

Keeping up with e-commerce trends

As e-commerce roots deeper and deeper in our everyday lives, new tech becomes a powerful driver of change. AI, blockchain, AR, hyper-personalization, and other modern trends seemed like distant futures a few years ago. However, as they become more common, in-depth testing becomes more critical for store QA, which aims to provide a flawless shopping experience.

Along with new features, online shops need to ensure their QA process covers core functionality. Navigation should be seamless and user-friendly, while search results should be precise enough. The cart must save the selected items no matter the next user’s actions (leaving the website or proceeding to sign up), while the total counter should display the correct numbers. Smooth registration and payment processing are also important for usability. Check out our article[15] for more details on QA for core features.

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With the gradual evolution of customer demands and tech diversity, testing plays a crucial role in business success. A cumulative of ~39% of cart abandonment[17] cases are QA-related, and new technologies can make this number even more severe. QATestLab is there to help you create a robust store through comprehensive QA. With our managed testing services, you’ll get an expert team that is fully integrated into your processes and easy to coordinate. Let’s start with a free estimation to assess scope and focus areas; submit your request at the following link[18].

Related Posts:

• E-commerce in 2024: Which Trends to Implement?[19]
• Top 5 Mobile App Development Trends to Consider in 2024[20]
• Software Testing in 2024: Innovations and Transformations[21]

Source URL: https://blog.qatestlab.com/2025/01/08/testing-the-latest-e-commerce-trends/

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