E-Commerce News & Trends

Record E-Commerce Spending During the Holiday Season: $257.8 Billion

Adobe released online shopping data for the 2025 holiday season, covering the period from November 1 to December 31, 2025. Based on Adobe Analytics data, the analysis provides the most comprehensive view of U.S. e-commerce. The analysis examined over 1 trillion visits, 100 million SKUs, and 18 product categories. Adobe Analytics is reliably used by the majority of the top 100 internet retailers in the U.S. to provide, measure, and personalize online shopping experiences.

Record Online Shopping During the Holiday Season, Supported by a Strong Cyber Week

Here are Adobe’s standout holiday season data:

Online consumers spent $257.8 billion online from November 1 to December 31.
This figure represents a 6.8% increase year-over-year and sets a new e-commerce record.
For 25 days, consumers spent more than $4 billion in a single day. This number was 18 days in 2024.
Mobile shopping hit a milestone this season, with the majority of online transactions (56.4%) taking place through smartphones. This was up from 54.5% in 2024.
Mobile shopping peaked on Christmas Day (December 25), accounting for 66.5% of online sales (vs. 65% in 2024).
Thanksgiving Day (November 27) followed, with a 61.6% mobile share (vs. 59.3% in 2024).
This season, strong Cyber Week (the five days from Thanksgiving to Cyber Monday) helped break online spending records, with a total of $44.2 billion spent, a 7.7% increase year-over-year.
Cyber Monday remained the biggest e-commerce day of the season (and year), with $14.25 billion in online spending, up 7.1% year-over-year.
Cyber Monday growth was outpaced by Black Friday ($11.8 billion, up 9.1% year-over-year), as consumers embraced earlier deals.
On Thanksgiving Day, consumers spent $6.4 billion online, marking a 5.3% increase year-over-year.

Competitive Discounts Encouraged Consumers to Buy Higher-Ticket Items

Strong discounts this season drove resilient consumer demand online. Shoppers found great deals in electronics, where discounts peaked at 30.9% off the listed price (vs. 30.1% in 2024), toys at 29.6% (vs. 28%), apparel at 25.1% (vs. 23.2%), TVs at 24.3% (vs. 24.2%), computers at 23.4% (vs. 22.8%), sporting goods at 20.3% (vs. 19.5%), appliances at 20.2% (vs. 19.2%), and furniture at 18.8% (vs. 19%).

This holiday season, discounts also drove consumers to purchase higher-ticket items in categories like electronics, sporting goods, and appliances, contributing to e-commerce growth. This season, the share of units sold for the most expensive goods increased by 20% compared to the rest of the year. By category, this figure was up 56% in electronics, 55% in sporting goods, 38% in appliances, 34% in personal care products, and 29% in tools.

Categories Driving E-Commerce Growth

Of the $257.8 billion spent online this holiday season, more than half (54%) was driven by three categories:

Electronics ($59.8 billion, up 8.2% year-over-year)
Apparel ($49.0 billion, up 7.4% year-over-year)
Furniture ($31.1 billion, up 6.6% year-over-year).

Other categories with notable growth this season included:

Cosmetics ($8.4 billion, up 9.3% year-over-year)
Groceries ($23.7 billion, up 10.2% year-over-year)
Sporting goods ($8.4 billion, up 7.7% year-over-year)
Toys ($8.8 billion, up 7.8% year-over-year).

Generative AI Reshaped the Online Shopping Journey

Generative AI-powered chat services and browsers became an integral tool for consumers to find deals and research products. This season, traffic to retail sites from generative AI tools (shoppers clicking a link to a retail site) increased by 693.4% compared to the previous year. On Cyber Monday, AI traffic to U.S. retail sites increased by 670%. While the user base remains modest, this increase shows the value AI can deliver as a shopping assistant. These services were most used in categories including video games, toys, appliances, electronics, and personal care products.

Record $11.8 billion in Black Friday Online Spending in the US

The Era of Duty-Free Shopping in Türkiye Officially Ends: 30 Euro Exemption Removed

The 30 Euro customs exemption applied to foreign purchases in Türkiye has been removed with a Presidential Decree published in the Official Gazette. The regulation, which came into effect with Decree No. 10813 on January 6, 2026, has caused significant changes, especially in individual e-commerce shopping.

According to the decree signed by President Recep Tayyip Erdoğan, a 30% customs duty will be applied to products purchased from European Union countries, while products purchased from other countries will be subject to a 60% duty. If the products fall under the scope of the Special Consumption Tax (ÖTV), an additional fixed tax of 20% will be levied. As a result, the duty to be paid on products imported from abroad has significantly increased.

Previously Reduced 30 Euro Limit Has Been Completely Removed

As a reminder, in 2024, the customs exemption limit was reduced from 150 Euros to 30 Euros. Following this, the limit was further reduced to approximately 27 Euros after including shipping costs. With the latest decree, this limit has been entirely removed. The new regulation now applies customs procedures and taxes to all products ordered from abroad.

Additional Taxes for Products Covered by Special Consumption Tax

The new regulation introduces additional tax obligations for certain products. If products fall into a category subject to the Special Consumption Tax (ÖTV), an additional 20% fixed tax will be applied to those products. This will particularly increase costs for technological products, luxury consumer goods, and certain health products.

A Challenging Process Begins for Consumers Shopping from Abroad

With this change, importing low-priced products from abroad will no longer be as economical as before. For purchases made from foreign e-commerce sites, consumers will not only pay for the product cost but also be subject to customs duties and customs declaration service fees. As a result, consumers, particularly those making low-budget purchases, are expected to face significant cost increases.

Effective Date and Future Expectations

The new regulation will come into effect on February 6, 2026. Orders placed before this date will be processed according to the existing rules. However, from the specified date onwards, new tax and declaration rules will apply to all purchases from abroad. This change in customs processes will fundamentally alter individual shopping habits and reshape the economic impact of foreign purchases.

E-commerce Startup Stord Acquires AI-Powered Fulfillment Platform Shipwire

Fast-growing e-commerce logistics startup Stord announced the acquisition of Shipwire, an AI-powered fulfillment platform from CEVA Logistics. The deal, completed on January 1, marks Stord’s seventh acquisition, further strengthening its position in the e-commerce logistics space while expanding its network and capabilities.

The acquisition adds 12 new locations and approximately 60 new employees to Stor d’s logistics operations. With the addition of Shipwire’s technology and customer base, Stord aims to enhance its infrastructure and operational efficiency, providing a significant competitive advantage against e-commerce giants such as Amazon.

Stord Gains New Large and Mid-Market Customers

Founded by former Thiel Fellow Sean Henry, Sto rd has been expanding its logistics network to help small businesses lower shipping costs and speed up deliveries. The acquisition of Shipwire brings Stord one step closer to its goal of offering a comprehensive solution to businesses operating on e-commerce platforms.

Shipwire, an AI-powered fulfillment platform, automates processes such as inventory management, order routing, and shipping for e-commerce companies. With this acquisition, Sto rd not only gains the platform itself but also a significant number of new large and mid-market customers.

Sto rd CEO Sean Henry highlighted the potential of the integration, stating, “This is a great network, great customers, a great team—bringing them onto our technology and our combined scale is fantastic. And with that scale, our flywheel will speed up.”

Additionally, this acquisition provides Sto rd with AI-powered internal tools for planning, execution, and routing, which are expected to further improve efficiency and accelerate operations.

Stord to Leverage CEVA’s Vast Network

In 2022, Stord raised $200 million at a $1.5 billion valuation and operates in a highly competitive market providing logistics and fulfillment services. Competitors include companies like ShipBob, Flexport’s Deliverr, Cart.com, and Shipmonk. Demand for logistics and fulfillment services continues to grow as more businesses open storefronts on multiple platforms and consumers increasingly shop online.

This deal also holds strategic importance, as it gives Stord the opportunity to leverage CEVA’s vast network, which spans 120 million square feet across 170 countries. This partnership could allow Stord to expand its global reach and provide more robust logistics solutions to e-commerce businesses worldwide.

While Amazon has long been a dominant player in the e-commerce logistics space, offering multi-channel fulfillment for businesses, Stor d’s strategy focuses on helping smaller merchants compete by reducing costs and improving delivery speed. As the e-commerce sector continues to grow, companies like Stord that offer flexible and scalable logistics solutions are expected to play a significant role in meeting the rising demand for third-party fulfillment services.

Seventh Acquisition in Stord’s Growth Strategy

This acquisition is part of Stor d’s broader strategy to expand its infrastructure and strengthen its competitive position against Amazon and other large players. By acquiring Shipwire, Sto rd has added another critical piece to its rapidly growing logistics network, positioning itself as a strong player in the logistics and fulfillment sector.

As Stord continues to scale its operations, the company is expected to pursue additional acquisitions to complement its technology and infrastructure, further positioning itself as a formidable competitor to the dominant e-commerce giants in logistics.

The EU Renewed Dispute Resolution Rules by Ending the Central ODR Platform

The new EU directives replaced the 2013 regulations, which belonged to a period when digital commerce in Europe was much smaller and less complex. EU lawmakers stated that the revision reflected complaint-handling methods already used in practice and aimed to increase effectiveness, accessibility, and legal predictability for both consumers and businesses.

End of the EU ODR Platform

Within the scope of the revised framework, the EU-wide Online Dispute Resolution platform was abolished. In practice, the platform had failed to deliver the expected impact. While consumers had difficulty finding and using the platform, many sellers disengaged from the process. EU institutions concluded that a centralized, one-size-fits-all model did not align with the different legal systems and complaint-handling practices among member states.

Instead, the directive placed greater emphasis on national and sector-specific ADR bodies already known to consumers and businesses. Member states were required to actively organize and designate ADR mechanisms in sectors with a high number of consumer complaints, such as e-commerce, travel, and digital services. This shift reflected a broader policy preference toward strengthening local structures rather than maintaining a single European gateway.

The revised rules also clarified the responsibilities and standards of ADR bodies. It was emphasized that national and sector-specific mechanisms must meet criteria of independence, transparency, effectiveness, and accessibility. The aim was to ensure that consumers had realistic and reliable alternatives before resorting to court proceedings, while also establishing consistent procedural expectations for businesses.

New Obligations for Online Retailers

Although online sellers were no longer required to refer consumers to the now-discontinued European ODR platform, they retained their obligation to inform consumers about available ADR options. This information was reorganized to be provided on a country-by-country and sector-by-sector basis, reflecting the new, more fragmented structure.

For e-commerce companies operating in multiple EU markets, this change created additional complexity in terms of compliance. Retailers were required to identify the relevant ADR bodies in each member state where they sold goods and to ensure that the information provided to consumers was accurate and up to date. The EU acknowledged that this approach increased the administrative burden, while arguing that it better reflected real-world dispute resolution practices.

The directive also introduced new procedural obligations aimed at strengthening enforcement. If an ADR body contacted an online seller regarding a consumer complaint, the seller was required to respond within 20 working days. Failure to respond within this period would be considered a refusal to cooperate and could lead to sanctions under national legislation.

These obligations would apply not only to EU-based sellers but also to non-EU businesses selling to European consumers. EU policymakers stated that this regulation addressed a long-standing enforcement gap in digital trade by creating a stronger legal incentive for cross-border sellers to participate in dispute resolution processes.

Implementation Timeline

The directive was published in the Official Journal of the European Union at the end of 2025 and was expected to enter into force on 19 January 2026. From that date, member states would be required to begin the process of transposing the new rules into national legislation.

EU officials stated that this process would take several years due to the need to adapt national consumer protection frameworks and to establish or update sector-specific ADR bodies. For this reason, the revised rules were expected to be applied in practice from 2028.

By replacing the central ODR platform with a network consisting of national and sector-specific mechanisms, the European Union demonstrated a shift toward more practical and enforceable consumer protection tools. It was assessed that the success of the new framework would largely depend on how effectively member states implemented the rules and to what extent businesses complied with the new procedural obligations.

Eight European Countries Call for Action Against Chinese E-Commerce Platforms

Asos Launched a Returns Transparency Tool for Customers in the United Kingdom

Asos announced that it had launched a new returns transparency tool in the United Kingdom that provides customers with clearer information on how their return behavior affects potential fees. The feature, planned to go live on 6 January, became the latest step taken in response to criticism of the return fees the company introduced last year.

The online-only fashion retailer stated that the new tool aimed to provide customers with greater visibility and predictability. Asos positioned this update as part of a broader effort to strike a balance between the customer experience and the rising costs associated with high return volumes.

How Return Fees Are Applied Will Be Clarified

Asos had introduced a return fee in 2024 for customers classified as having a high return rate. Under this policy, customers who kept less than 40 British pounds’ worth of items from their original order were charged a return fee of 3.95 pounds. However, at the time, the lack of a public explanation regarding how individual return rates were calculated led to confusion and dissatisfaction among users.

With the new transparency tool, Asos provided a clearer framework on how these thresholds operated. Customers using the Asos app were now able to see their individual return rates directly in their accounts. While customers with a return rate below 70 percent continued to benefit from free returns, fees applied once this level was exceeded.

According to the updated structure, customers with return rates above 70 percent were charged a return fee of 3.95 pounds. When the return rate exceeded 80 percent, an additional restocking fee of 3.95 pounds was also applied. Asos stated that these thresholds aimed to encourage more conscious shopping and to preserve free returns for the vast majority of customers.

Asos Offered In-App Guidance for Returns

The new feature was not limited to displaying return rates; it also offered in-app guidance to help customers avoid charges. Asos stated that the system included safer shopping recommendations, such as carefully reviewing size charts, product descriptions, and user reviews.

The app also displayed alerts when customers’ return rates approached chargeable thresholds. In this way, it aimed to prevent users from encountering unexpected fees after completing a return. Asos emphasized that this tool allowed customers to monitor and manage their return behavior in real time.

The company considered this step a response to customer feedback and acknowledged that transparency was critical to maintaining trust in policies aimed at controlling costs. Industry experts pointed out that return costs had become a significant pressure factor, particularly for online fashion retailers.

“Asos Is Committed to Preserving Free Returns Wherever Possible”

Asos stated that the transparency initiative was aligned with broader sustainability and cost management objectives. High return rates, particularly in the fashion sector, led to issues such as increased transportation emissions, labor costs, and waste volumes. The fact that returned items could not always be resold at full price further intensified this pressure.

Ben Blake, Executive Vice President for Customer and Commercial at Asos, emphasized the company’s commitment to preserving free returns wherever possible. Blake said, “We are committed to continuing to offer free returns to all customers in all core markets; however, we want to do so in a sustainable way. By showing customers their return rates, we provide them with greater visibility and control, while also offering tips to help them shop with confidence.”

Blake also added that the aim was not to penalize customers, but to encourage more informed purchasing decisions and reduce unnecessary returns. According to Asos, the majority of customers continued to benefit from free returns under the current system.

Part of a Broader Industry Trend

This move by Asos paralleled the reassessment of long-standing free returns policies in the e-commerce and fashion sectors. Rising fulfillment costs, high return volumes, and sustainability concerns had led many retailers to introduce fees or stricter conditions, particularly for frequent returners.

Rather than further tightening the rules, Asos tested a middle-ground approach by offering a transparency tool. The company aimed to maintain customer loyalty while responding to increasing cost pressures.

It had not yet become clear whether the new feature would reduce complaints or significantly change customer behavior. However, the move highlighted the growing importance of clear and transparent communication as retailers reshaped long-established e-commerce practices in a more cost-focused environment.

England Removes E Commerce Customs Exemption; Local Retailers Call for an Earlier Implementation Date

E-commerce Trends That Will Reshape Online Retail in 2026

According to analyses published by Digital Commerce 360, online retailers faced fluctuating customs tariffs, uneven consumer spending, and the increasing impact of AI-driven technologies in 2025. These changes laid the groundwork for 10 core trends expected to define e-commerce growth and competition in 2026.

Consumer Behavior And Conversion Strategies Changed

As customer acquisition costs continued to rise in 2025, retailers refocused on increasing conversion rates. Instead of growing solely through paid channels, brands made more efficient use of existing traffic a priority. Conversion rate optimization, personalization, and improvements to checkout processes became fundamental priorities for retailers seeking to protect profit margins in a more cost-sensitive environment.

Shopping behavior during the holiday season also reflected changes in consumer habits. Consumers spread their purchases over a longer period, brand loyalty declined, and sensitivity to prices and delivery times increased. These trends forced retailers to rethink their campaign calendars and inventory planning as they entered 2026.

As social commerce continued to mature, platforms integrated purchasing processes more deeply into content feeds. Retailers refined their approach to social channels, focusing on measurable performance rather than experimental brand visibility. As a result, social platforms became direct revenue-generating channels rather than upper-funnel marketing tools.

AI Transformed Discovery And Operations

Artificial intelligence emerged as one of the most influential forces in e-commerce throughout 2025. Retailers expanded their use of generative AI and large language models to support product discovery, customer research, and on-site search processes. AI-powered recommendation engines and conversational interfaces enabled consumers to navigate increasingly large product catalogs more efficiently.

Artificial intelligence was also used in operational workflows such as demand forecasting, price optimization, and customer service. These applications demonstrated that AI delivered tangible value beyond the experimental phase. By the end of 2025, many retailers moved from pilot projects to full-scale AI implementations.

Another notable development was the rise of the “agentic commerce” approach, in which AI systems acted autonomously on behalf of consumers. These systems conducted product research, compared prices, and completed purchases with minimal human intervention. Although still at an early stage, agentic commerce pointed to a structural change in how consumers interacted with online stores.

Platforms Adapted To A More Complex Retail Environment

Ecommerce platforms updated their product roadmaps in response to retailers’ demands for flexibility and efficiency. Large platforms such as Shopify expanded tools offering omnichannel sales, international trade compliance, and AI-powered insights. These steps reflected the growing complexity of managing digital storefronts across different regions and channels.

Customs uncertainties in 2025 increased the importance of supply chain visibility and localized delivery strategies. Retailers invested more heavily in tools that provided cross-border compliance and cost transparency, aiming to reduce exposure to sudden policy changes while maintaining competitive pricing.

Marketplaces and direct-to-consumer brands also reassessed their growth strategies. Instead of rapid expansion, profitability, operational discipline, and customer lifetime value came to the forefront. This approach represented a clear departure from the “growth at any cost” model that had dominated the previous decade.

The Foundation Of E-commerce Growth For 2026

By the end of 2025, e-commerce leaders gained a clearer picture of which technologies and strategies produced measurable results. AI-powered discovery, advanced conversion optimization, and more disciplined channel strategies stood out as the core building blocks of growth in 2026.

The trends identified by Digital Commerce 360 showed that the transition from experimental approaches to execution in ecommerce accelerated. As platforms matured and consumer expectations continued to rise, online retailers entered 2026 with a stronger focus on efficiency, personalization, and sustainable growth.

10 E-commerce Trends In 2026

The 10 e-commerce trends identified by Digital Commerce 360:

Agentic commerce capabilities continuing to advance
Retailers choosing AI tools that shoppers want to use
E-commerce sites preparing for Google Zero
Young shoppers opening up to virtual shopping assistants
Stabilizing e-commerce conversion rates
Ripple effects from Prime Day ecommerce trends
Addressing the value consumers place on free shipping
Cyber 5 trends echoing into the new year
More AI tools for marketplace sellers and buyers
AI tools getting better at conversion

2026 Will Be a Turning Point for Consumer Internet and E-Commerce

A Sharp Increase in E-Commerce Revenues in Azerbaijan Is Expected by 2027

According to new forecasts published by the Asian Development Bank, Azerbaijan’s e-commerce market is expected to grow rapidly in the coming years, with revenues projected to nearly double by 2027. The projections place Azerbaijan among the leading e-commerce markets in the Central Asia region.

The Asian Development Bank projected that Azerbaijan’s e-commerce revenues would rise from $1.762 billion in 2022 to approximately $3.5 billion in 2027. The estimates reported by Report with reference to ADB data pointed to sustained momentum supported by the expansion of internet usage, the adoption of digital payment systems, and broader access to online retail platforms.

E-Commerce Revenues in China Are Forecast at $2.3 Trillion

According to the bank’s analysis, this level of growth would place Azerbaijan fourth among the countries participating in the Central Asia Regional Economic Cooperation Program (CAREC). During the same period, only Kazakhstan, Pakistan, and China are expected to generate higher e-commerce revenues.

ADB data showed that Kazakhstan’s e-commerce revenues were forecast to reach approximately $6 billion, while Pakistan’s market was expected to reach $8.1 billion. China, with an estimated revenue of around $2.3 trillion, continues to remain by far the largest market, reflecting its global dominance in digital commerce.

An Increase in the Number of E-Commerce Users in Azerbaijan Is Expected

In addition to revenue projections, the Asian Development Bank also shared its expectations regarding user growth in Azerbaijan’s e-commerce sector. The number of e-commerce users in the country is expected to reach 3.9 million by 2025. According to the projections, this figure will remain at the same level in 2026 and then increase slightly to 4 million in 2027.

These projections indicated that the pace of new user acquisition may slow in the medium term, but that increases in spending per user and the expansion of online product and service diversity would continue to support overall market growth. This trend was assessed as being consistent with regional patterns observed in maturing digital markets, where rapid user growth gives way to deeper engagement and higher transaction values.

Azerbaijan Will Rank Fourth in CAREC by E-Commerce Revenues

ADB’s forecasts also revealed Azerbaijan’s increasing role within the CAREC region. Within the CAREC framework, which aims to promote economic cooperation and development across the region, Azerbaijan’s projected fourth-place ranking in e-commerce revenues is expected to strengthen the country’s position as an emerging digital trade hub in the South Caucasus.

The bank’s analysis drew attention to the uneven but accelerating development of e-commerce across CAREC countries. While large markets such as China continue to dominate overall volumes, mid-sized economies such as Azerbaijan and Kazakhstan are expected to record the fastest relative growth rates due to improvements in infrastructure, logistics, and digital payment ecosystems.

The E-Commerce Sector in Azerbaijan Will Reach 4 Million Users

ADB projections emphasized the growing importance of e-commerce within Azerbaijan’s broader digital economy. Growth in online retail is expected to support small and medium-sized enterprises, expand consumer choice, and contribute to the diversification of the economy beyond traditional sectors.

While the forecasts focused on revenue and user metrics, the bank’s broader assessments of regional digital development pointed to the importance of supportive regulations, cross-border connectivity, and investments in logistics and payment systems. These factors were noted as being critical to sustaining growth and ensuring that rising e-commerce activity translates into broader economic benefits.

Overall, the Asian Development Bank’s outlook indicated that Azerbaijan’s e-commerce sector would reach approximately $3.5 billion in revenue and 4 million users by 2027, reinforcing its position among the leading digital markets in the CAREC region.

E-Commerce in 2025: Real Growth, Inevitable Friction, and Changed Rules

E-Commerce in 2025: An Editor’s Perspective
By Burak Yalım, Editor-in-Chief

If 2024 was about the pursuit of scale, 2025 was about the survival of the system.

From the outside, global e-commerce remains a powerhouse. By the end of 2025, a staggering three billion people, nearly 40% of the worldwide population, will have purchased something online. Yet, anyone operating inside the ecosystem knows that this year exposed fault lines more clearly than any before. Growth did not disappear; it became selective, expensive, and deeply dependent on structural integrity rather than on just marketing spend.

The Numbers Tell a Story of Maturation

The headline figures confirm a massive, entrenched market:

Total Market Volume: Worldwide e-commerce sales have reached a monumental $6.42 trillion in 2025.
The Social Shift: Social commerce has officially moved from a trend to a pillar, hitting the $1.17 trillion mark this year.
Mobile Dominance: The “desktop era” is firmly in the rearview mirror, with mobile commerce now accounting for 59% of all online retail sales.

But behind these trillions, the real story lies in the tightening of E-commerce Profit & Loss. While volume is up, margins have faced a stress test from rising acquisition costs and logistical complexity.

The CAC Crisis: Average Customer Acquisition Cost (CAC) for B2C brands spiked to USD 78-84, a nearly 50% increase since 2022.
Retail Media Dominance: With organic reach in terminal decline, Retail Media spend surged 22% to USD 179.5 billion globally. Advertising is no longer a tool for growth; it has become a rent required to stay on the digital shelf.

Rules That Changed the Game

In 2025, the regulatory environment moved from passive observation to active intervention. Two major shifts redefined cross-border trade:

The End of the “De Minimis” Era: Intense scrutiny in the US and the EU’s removal of traditional customs duty exemptions began to level the playing field. The tax-free advantage of ultra-fast-fashion and ultra-low-cost marketplaces started to erode.
ViDA and Single VAT Registration: The EU’s VAT in the Digital Age (ViDA) reforms simplified the movement of own goods but significantly increased transparency requirements for platforms.

Türkiye’s E-Commerce in 2025

For Türkiye, 2025 was the year e-commerce transitioned from “rapid expansion” to “strategic institutionalization.”

Market Volume: The Turkish e-commerce volume approached the $100 billion threshold by the end of 2025, with its share in total retail reaching 22%.
E-Export Milestone: Following the government’s strategic push, e-exports are expected to reach $8 billion. Currently, 3 out of every 10 e-commerce businesses in Türkiye have active cross-border operations.
Regulatory Maturity: The full implementation of Law No. 6563 forced marketplaces to pivot from aggressive, discount-led growth toward efficiency-driven models. In 2026, the primary focus will be on logistics and customs integrations to push the e-export share toward 10% of total exports.

The UAE’s E-Commerce in 2025

The United Arab Emirates solidified its position in 2025 as not just a regional leader, but a global laboratory for digital trade.

Market Maturity: The UAE e-commerce market reached $11.05 billion, maintaining its status as the most mature digital market in the Middle East.
The Mobile Paradox: An incredible 79% of transactions in the UAE were conducted via smartphones, making it one of the most mobile-dependent shopping geographies in the world.
The D33 Impact: Under the D33 Economic Agenda, the integration of the UAE Pass into e-commerce platforms and the expansion of free zones like Dubai CommerCity minimized operational friction. For 2026, we expect Social Commerce (led by TikTok Shop and Instagram Live) to exceed a 15% market share in the UAE.

AI: The Great Divider

Artificial intelligence entered e-commerce operations at scale this year, but the results were binary. Companies with clean data saw a 10–15% revenue lift through agentic AI handling real-time pricing and hyper-personalised discovery. Conversely, those who tried to automate inefficient processes only accelerated their losses.

One of the quietest lessons of 2025 was this: ”Technology accelerates direction, it does not choose it.” AI didn’t save failing business models; it simply made them fail faster, while making the efficient even more dominant.

Where We Fell Short

The industry underwent a critique of its superficial nature.

Sustainability: While consumers demand green shipping, many brands struggled to move beyond carbon-offset credits into actual supply chain transparency.
Diversity & Inclusion: 2025 revealed that it is not just a moral metric but also a commercial one. Brands that lacked diverse leadership often missed the mark in emerging markets like India and Indonesia, where localized consumer nuances (such as the 46% preference for digital wallets in India) were misunderstood by centralized, non-diverse teams.

Looking Ahead to 2026: Infrastructure Over Hype

If 2025 taught us anything, it is that e-commerce is no longer a commercial channel. It is infrastructure.

Success in 2026 will not be defined by who grows the fastest, but by who builds most responsibly across four pillars: Regulation, Data, Logistics, and Human Capital. The ecosystem does not need another year of hype. It needs clarity, coordination, and credibility.

The Bottom Line: On January 1st, your priority shouldn’t be your next ad campaign. It should be your data integrity and your regulatory compliance. In this new era, the “boring” parts of our business are now our most critical competitive advantages.

E-Commerce in 2025 – E-Commerce in 2025 – E-Commerce in 2025 E-Commerce in 2025

Ethiopost Launched Virtual P.O. Box and Post Gebeya to Expand Digital Logistics and E-Commerce

Ethiopia’s national postal service, Ethiopost, implemented two major digital services aimed at modernizing mail delivery and supporting small businesses. Ethiopost put into use its digital system called “Virtual P.O. Box” and a new e-commerce platform called “Post Gebeya.”

Ethiopost announced that it launched the Virtual P.O. Box service following a development process spanning several years that began in 2016. Speaking at the launch, Ethiopost CEO Dagmawi Hailiye said that the new service was designed to simplify mail reception for individuals and businesses and to eliminate the need for physical post boxes.

Under the new system, customers’ mobile phone numbers are used as their unique postal addresses. This practice replaced the requirement to rent and manage a numbered physical box from a post office. According to Hailiye, customers no longer need to visit branches for post box procedures; a name and phone number are sufficient for delivery.

Virtual P.O. Box Will Apply Tiered Pricing

Virtual P.O. Box was offered with a tiered pricing structure. Ethiopost set the Basic service at ETB 750, the Standard package at ETB 2,000, and the Premium plan at ETB 3,500. The different packages aimed to offer options according to the delivery volumes and service expectations of individual users and businesses.

Ethiopost stated that the system increased delivery accuracy and efficiency, especially in last-mile logistics. Hailiye noted that thanks to the precision of the digital address model, deliveries could be made without the need to call in advance, which reduced delays and operational friction.

The E-Commerce Platform Post Gebeya Aims to Support MSMEs and Exports

Along with the virtual address service, Ethiopost also introduced the Post Gebeya e-commerce platform, which aims to connect Ethiopian MSMEs to broader markets. The platform was presented as a tool to help local producers overcome logistical and market access barriers encountered in online commerce.

Post Gebeya was designed to leverage Ethiopost’s international postal and logistics network, thereby enabling participating sellers to sell both domestically and internationally. Hailiye stated that the platform would provide Ethiopian businesses with a reliable channel for cross-border sales.

In the initial phase of the platform, 100 sellers were planned to be onboarded. Ethiopost stated that this first phase was a controlled launch aimed at establishing service quality and logistical reliability before opening to a broader seller pool.

The company emphasized that the platform was not limited to product listing and sales, but was structured to combine logistics, delivery, and postal services under a single ecosystem. This approach aimed to simplify the process for MSMEs that want to enter e-commerce without establishing their own distribution infrastructure.

Ethiopost Will Integrate With Telebirr Through Cooperation With Ethio Telecom

The launch of both services was supported by a strategic collaboration with the state-backed telecommunications company Ethio Telecom. This partnership combines Ethiopost’s logistics expertise with Ethio Telecom’s digital infrastructure. As part of this cooperation, it was planned that the new services would be integrated into the Telebirr Super App operated by Ethio Telecom. Hailiye said that through this integration, users would be able to access postal and e-commerce services directly via their smartphones.

Ethiopost stated that it expected user adoption and visibility among consumers and businesses to increase significantly with the integration of Post Gebeya and Virtual P.O. Box services into Telebirr. The company emphasized that this step was aligned with national goals aimed at the digitalization of public services and the expansion of commercial inclusivity.

B2B E-Commerce Platform “E-Tamirt” Launched in Ethiopia

Impact of ‘De Minimis’ Exemption: 54% Drop in Parcels Coming to the U.S.

The ‘de minimis’ exemption was a rule that allowed products valued under $800 to enter the U.S. tariff-free. Until 2025, it was an important part of U.S. trade policy. This exemption had provided a significant advantage, especially for e-commerce giants like Shein and Temu, which shipped hundreds of millions of parcels annually.

Trump Labeled De Minimis a “Big Scam”

However, this exemption began to come under criticism from the Trump administration. In February 2025, President Donald Trump referred to the rule as a “big scam” and stated that it negatively affected small businesses in the U.S. U.S. Secretary of Commerce Howard Lutnick explained the reasons for the removal of the exemption, saying, “Foreign countries were sending small packages for free, and this was putting small businesses in America out of business.”

After the exemption was removed, the U.S. government imposed tariffs on products exceeding $800 in value, aiming to create a level playing field for U.S. businesses. However, the immediate effects of this change have had significant impacts on both domestic and international businesses.

International Businesses Affected Negatively

The most noticeable effect of the end of the de minimis exemption was seen in small international businesses that relied on this rule to send goods to the U.S. Jess Van Daan, a jewelry maker based in Australia, stated that 30-40% of her business came from the U.S. market, but with this change, she was forced to completely halt her U.S. operations. “I am not the only one,” she said, indicating that other international businesses were facing similar challenges.

Small businesses within the U.S. are also struggling with price increases. Madeline Knutson, who runs a mail-order business in North Dakota, mentioned that she is now more careful about where she buys her products from, and as a result, has had to raise her prices. “People are definitely paying more attention to prices,” she said, noting that small businesses are facing more difficulties.

Changes in the Logistics Sector

The end of the de minimis exemption has created opportunities for logistics companies. With new tariffs and changing shipping methods, demand for logistics firms has increased. One of the world’s leading logistics companies, DHL, described 2025 as “a very challenging year.” Oscar de Bok, the head of DHL Global Forwarding, explained, “Every time a new announcement was made, shippers tried to send their products before the new tariffs came into effect.” This resulted in several peak seasons for logistics providers throughout the year.

“Small Businesses Struggling to Cover Extra Costs”

For U.S. consumers, the most noticeable effect of this policy change has been price increases. Knutson shared, “Overall, prices are higher. Larger businesses are able to absorb more costs and keep their prices lower, but we, as a small business, are struggling more.” This highlights the difficulty small businesses face in covering these additional costs.

With the decrease in the flow of duty-free goods, it seems that these changes may result in higher costs for both U.S. producers and consumers. While larger companies may be able to absorb these costs, it poses a greater challenge for small businesses.

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