Mike Jones from ‘Simply Underlay’ on The State of E-commerce in 2025

The e-commerce shopping model has continued to evolve throughout 2025! Compared to just a few years ago, consumers interact with brands in profoundly different ways. As Mike Jones, General Manager at  Simply Underlay, an online flooring underlay retailer, explains, "Today's customers expect the same level of service and personal attention online that they've always received in physical stores, regardless of what they're buying."

Personal, attentive customer service has successfully made the leap to the digital world. Consumers who once preferred face-to-face shopping are increasingly embracing digital experiences that still feel personal and supportive.

For specialised products, businesses can now show customers how different options will perform in their specific situations using digital tools and detailed product information. Customers can research and compare options from their homes before making decisions.

"Expectations have completely shifted," according to Jones. "Customers used to call and ask basic questions about thickness or price. Now they want to understand thermal performance, acoustic properties, and installation requirements before they even speak to us. We've had to become much more educational in our approach."

Modern consumers expect instant access to expert advice and product information, delivered with the same care they'd receive from visiting a physical store. In response, companies are investing heavily in training teams to provide digital consultations that match the quality of traditional face-to-face appointments.

Increasingly, different levels of access and benefits are on offer from e-commerce stores looking to build a more stable business. For example, a member would get early access to new products, exclusive sales, and customisation options that aren't available to first-time visitors.

"We've found that customers who've bought from us before have slightly different needs and wants compared to new customers. They already trust the quality, so they're more interested in technical comparisons and hearing about new innovations."

Partnership programs have become more sophisticated, enabling brands to offer exclusive variations of products through select e-commerce platforms. This approach satisfies customers' desire for something special and builds stronger brand loyalty.

Environmental responsibility has become a key consideration in purchasing decisions across all demographics. Whereas it was something of a differentiating factor, sustainability is now a basic expectation rather than a premium feature.

Rather than simply stating a product or business is “green” or “eco-friendly”, many e-commerce businesses are turning their focus to demonstrable sustainability in their packaging, shipping, and product lifecycle management.

According to Jones, "concerns about sustainability have become routine. A few years ago, maybe one in twenty customers asked about recycling or environmental impact. Now it's more like half of them. We've had to really understand our supply chain to answer these questions properly."

The most advanced e-commerce platforms use predictive analytics to anticipate customer needs while respecting privacy. These systems recognise purchasing patterns and preferences to suggest relevant products and services at the right moments.

Given how cookies are being treated in modern browsers, a logged in user is worth a lot in terms of acquisition cost, especially for consumable e-commerce. “Getting logged in users or members is another huge benefit for having a membership or loyalty program,” says Jones.

The e-commerce landscape in 2025 continues to get ever more sophisticated and customer-focused, with success requiring a balancing act of technical capabilities and human expertise, efficiency with personal touch, and innovation with reliable quality.

Brands that understand customers seek genuine expertise and real value, not just competitive prices, will continue to thrive. “The future belongs to companies that combine deep product knowledge with excellent execution, creating experiences that exceed customer expectations,” says Jones.