7 DTC Ecommerce Trends Brands Can’t Ignore in 2025

The global ecommerce market is expected to total $4.8 trillion in 2025. As competition increases, direct-to-consumer brands must adopt new strategies to enhance customer experience, lower customer acquisition costs, and stand out.

Personalization, flexible payment options, and omnichannel experiences are becoming essential. This article explores the top DTC ecommerce trends shaping 2024 and beyond.

Trend #1: Use AI to create a smarter, more personalized shopping experience

Customers expect brands to deliver shopping experiences tailored to their preferences. According to Salesforce, 73% of customers expect better personalization as technology advances.

AI helps brands analyze shopping behavior and predict what customers will buy next. Machine learning models provide hyper-targeted product recommendations based on previous purchases and browsing history.

Chatbots powered by AI are improving real-time customer interactions. These tools answer questions, recommend products, and guide shoppers through the buying process.

How a real brand does it

Dermalogica uses AI-powered Face Mapping to personalize skincare recommendations. Users upload a selfie and complete a questionnaire, and the AI tool analyzes their skin to suggest products and treatments. Visitors who complete the process are twice as likely to purchase, with an average order value 50% higher than regular shoppers.

Trend #2: Let customers pause subscriptions instead of canceling

Customers want flexibility in how they manage their subscriptions. Instead of canceling outright, many prefer the option to temporarily pause their subscription when needed.

According to a 2024 BizBot report, offering a subscription pause retains 51.7% of customers who might have otherwise canceled. 

Recurly data shows that paused subscription usage increased by 68% year over year, with digital media and entertainment seeing a 330% rise. This shift indicates that consumers are seeking more control over their recurring payments without completely disengaging from brands.

How a real brand does it

FabFitFun does an excellent job with pauses. When a subscriber expresses intent to cancel, the company provides helpful messaging and reminds customers of the value their service offers.

FabFitFun also understands the importance of flexibility, allowing members to easily pause their subscriptions during financial challenges or other situations. During the COVID-19 pandemic, they quickly adapted by offering essential items alongside their usual curated products to meet changing consumer needs.

According to Anton J., Director of Product Management at FabFitFun, the company’s ability to react quickly and remain flexible has been a key factor in its success. Recurly plays a significant role in enabling this adaptability, helping FabFitFun adjust to shifting subscriber behaviors.

Trend #3: TikTok Shop is a goldmine

TikTok Shop has quickly become a major sales driver for DTC brands, as adults between 18 to 24 are 3.2x as likely to spend at TikTok Shop than the average shopper. Even those in their 30s and 40s were more likely than the average consumer. The platform seamlessly integrates product discovery with checkout, allowing consumers to buy directly within the app.

According to Aftership, beauty and personal care products dominate TikTok Shop, accounting for 18.65% of total sales, with $370.09 million in revenue. Womenswear & Underwear follow at 14.36%, while Food & Beverages make up 6.96%. This data highlights how TikTok has become a key platform for beauty and fashion brands in the DTC space.

How a real brand does it

KimChi Chic Beauty, a DTC makeup brand founded by drag queen Kim Chi, has leveraged TikTok Shop to drive sales and brand awareness. The brand capitalizes on TikTok’s short-form video format, showcasing product demos and tutorials that encourage instant purchases.

By using TikTok Shop’s in-app checkout, KimChi Chic Beauty eliminates friction in the buying process. The brand has seen viral success with influencer partnerships and live shopping events, leading to rapid growth in its ecommerce sales.

TikTok Shop presents a huge opportunity for DTC brands looking to reach engaged audiences. Businesses that invest in live selling, influencer collaborations, and platform-native shopping features will see stronger conversions and customer engagement.

Trend #4: Sell where your customers are with an omnichannel approach

DTC brands can no longer rely on a single sales channel. Consumers expect a seamless shopping experience whether they buy online, through social media, or in a physical store.

Retailers that integrate multiple channels see stronger engagement and customer loyalty. According to McKinsey, omnichannel customers spend 34% more than those who shop in a single channel. This shift is pushing more DTC brands to expand into brick-and-mortar locations while maintaining a strong digital presence.

How a real brand does it

Warby Parker started as a DTC eyewear brand but quickly realized the value of an omnichannel approach. The company now operates over 200 physical retail locations, allowing customers to try on glasses in person before purchasing online or in-store.

Warby Parker’s seamless integration of digital and physical experiences has driven its success. Customers can take an online vision test, receive a prescription, and visit a store for fittings—all while maintaining a consistent experience across platforms. In 2024, retail stores accounted for more than two-thirds of Warby Parker’s revenue, over $440 million.

DTC brands that blend digital and in-person experiences will see higher customer satisfaction and retention. As consumer shopping behaviors evolve, an omnichannel strategy is no longer optional—it’s a necessity.

Trend #5: It’s a Buy Now, Pay Later world

Consumers want more control over how they pay, and DTC brands that offer flexible payment options see higher conversion rates. Buy now, pay later (BNPL) services like Klarna, Afterpay, and Affirm make it easier for shoppers to afford purchases by splitting payments over time.

BNPL adoption continues to rise, with 60% of U.S. consumers having used a BNPL service, and BNPL transactions expected to reach $680 billion globally by 2025. This shift has made alternative payment options a must-have for DTC brands looking to reduce cart abandonment and increase average order values.

How a real brand does it

Sustainable footwear brand Allbirds has embraced BNPL to make its products more accessible. The company partners with Affirm to allow customers to split their payments into smaller installments with no hidden fees.

By integrating BNPL at checkout, Allbirds makes it easier for customers to justify higher-ticket purchases without upfront financial strain. This strategy has contributed to its 22% year-over-year revenue growth, proving that flexible payment options can drive both conversions and long-term brand loyalty (Allbirds Investor Relations: source).

DTC brands that adopt BNPL and digital wallets like Apple Pay and Google Pay will improve customer experience and boost sales. As consumer expectations evolve, offering multiple payment options is no longer an extra perk—it’s a competitive necessity.

Trend #6: Customers care about sustainability—so should you

Consumers are prioritizing sustainability more than ever, and DTC brands that emphasize eco-friendly practices are gaining a competitive edge. Shoppers are looking for brands that reduce waste, use ethical sourcing, and offer carbon-neutral shipping.

A 2022 NielsenIQ report found that 78% of U.S. consumers say a sustainable lifestyle is important to them, and 66% are willing to pay more for sustainable products. As environmental concerns continue to grow, brands that fail to adopt sustainable practices risk losing customer trust.

How a real brand does it

Patagonia has built sustainability into every aspect of its business. The company uses recycled materials, offers a repair program to extend product lifespans, and donates 1% of sales to environmental causes.

The brand's commitment to sustainability has strengthened its customer loyalty. Patagonia's "Don't Buy This Jacket" campaign encouraged consumers to reconsider unnecessary purchases, reinforcing its reputation as an environmentally responsible company. Despite urging customers to buy less, Patagonia saw a sales increase of 30% following the campaign, proving that sustainability can drive both brand loyalty and revenue.

DTC brands that prioritize sustainability will attract eco-conscious consumers and build long-term trust. As regulations and consumer expectations shift, environmental responsibility is no longer optional—it’s a core business strategy.

Trend #7: Branded texts make customers trust you

Consumers are becoming more skeptical of digital communications, making trust a critical factor for DTC brands. Verified and branded text messages help businesses cut through the noise, increasing credibility and driving customer engagement.

According to Twilio, 56% of consumers received branded text messages in the past year, and 75% said it increased their trust in the communication. The impact is even higher in Latin America, where 88% of consumers reported greater trust in brands using branded SMS. Additionally, 88% of consumers who received a text with a verification badge felt more confident in the brand.

How a real brand does it

Bloomingdale’s has successfully implemented verified text messaging to improve customer engagement. The department store uses branded SMS to send order confirmations, exclusive promotions, and personalized recommendations, ensuring that customers recognize and trust the sender.

By incorporating verification badges and brand logos into their messages, Bloomingdale’s enhances customer confidence and reduces fraud concerns. This strategy has led to increased open rates and higher engagement with promotional texts, ultimately boosting repeat purchases and customer retention.

DTC brands that invest in branded and verified messaging will see stronger relationships with their customers. As digital fraud continues to rise, providing secure and recognizable communications is essential for maintaining trust and driving conversions.

The bottom line: Flexibility and trust will define DTC success in 2025

DTC brands must prioritize flexibility and trust to meet rising consumer expectations this 2025. Shoppers want seamless experiences, personalized interactions, and control over how they engage with brands. AI-driven recommendations, subscription pauses, TikTok Shop, and BNPL are key trends shaping ecommerce. Brands that embrace them will drive engagement, improve retention, and build lasting customer relationships.