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During the fourth quarter of 2024 the seasonal variation for e-commerce was up 2.7% from the third quarter—as stated by the U.S. Department of Commerce. It’s no surprise that in 2025 consumers are still choosing the world of e-commerce over standard shopping experiences.

Retailers are able to personalize what consumers see based on product interest. This is common in all forms of e-commerce as businesses use browsing history and data from computers, and mobile devices from apps like: YouTube, Instagram, Facebook.

These forms of online shopping are nothing new however, as the world continues to evolve so do new ways of getting products into customer’s hands. Livestream shopping has sparked some interest as consumers are starting to engage in live commerce through streaming services such as TikTok. This type of e-commerce helps bring together consumer and marketer by exposing them to products firsthand. This type of marketing has always been around however. During the peek of cable—businesses saw the need to bridge the gap between buyer and seller by using live demos to influence product sales. 

The latest tariffs between the United States and China have also affected the e-commerce strategy for businesses. Unfortunately, the effects are negative as the 10% increase on imported goods has left companies like Apple and Best Buy failing to achieve standards in 2025.

“The impact can be particularly significant if these restrictive measures apply to countries and regions where the Company derives a significant portion of its revenues and/or has significant supply chain operations,”

- Apple

Unfortunately, this may also result in price increases as company try to recoup the damage done through these tariffs on imported goods. For now, the hope is that these setbacks will influence a change in product sale strategies, and businesses can start to use other forms of e-commerce like live streams to get products into consumer hands.