And with that, the 2025 season comes to an end…
You have certainly noticed it: there are Christmas carols playing on the streets, millions of euros are being raffled off everywhere, and nougats have taken over the supermarkets.
It is Christmas time and, just like every year, the moment arrives to review the key trends that have shaped the industry. Of course, twelve months is a long time, and I am fully aware it is likely you may miss some interesting topics in this summary. If that is the case, please do not hesitate to let us know what you believe has been the most important this year.
Let us begin!
Google has changed the rules of the game by prioritizing AI-generated responses over traditional links, which has led to decreases in organic CTR of up to 50%. Now, the objective for brands is not only to rank first, but also to be cited as a source by artificial intelligence.
This ongoing battle for control of GEO (standing for Generative Engine Optimization) has even led Adobe to acquire Semrush for nearly $2 billion, one of the leading tools for those working in organic positioning.
Shortly after his return to the White House, Trump launched a crusade against low-value shipments to hinder Chinese giants such as Temu and Shein, and Europe is preparing to follow suit, introducing a new fee: beginning in July 2026, there will be a €3 tariff per category of item for all eCommerce packages valued under 150 euros. This will represent a structural shift in global logistics, increasing costs and complicating exports.
AI is evolving from assistant to purchaser: tools such as Rufus (Amazon) are advancing in their ability to monitor prices and autonomously execute purchases. We are heading towards a 2026 in which we will request AI to “book a trip for me,” and it will manage the entire process without our direct involvement.
And it is not just for shopping: Monday, Notion, Asana… this year, we have witnessed business tools incorporating AI to revolutionize productivity achievement. Will 2026 be the year of the “agent-based company”?
Tools such as Midjourney V7, ChatGPT 5, Nano Banana Pro by Gemini and Sora 2 have achieved an unprecedented level of realism and consistency in image and video creation. The democratization of these tools has sparked a surge in creativity, enabling everything from professional editing to massive viral trends within anyone’s reach.
This has been the year of “war” against the constant changes by Adam Mosseri, CEO of Instagram, which have exhausted Social Media Managers. With ongoing feed experiments, new AI features, and nearly weekly interface changes, understanding the algorithm has become an almost impossible mission.
The frenzied pace of model launches (Gemini, GPT-images, Claude, Llama, etc.) has generated a widespread sense of technological overwhelm: four out of ten workers now feel overwhelmed. Although there are more tools available than ever before, many professionals experience frustration at their inability to keep up with so many versions and variants. On top of this, various scientific studies now indicate that the misuse of AI leads to decreased productivity and damages workplace relationships…
2025 has been the year of mega financing rounds, with OpenAI raising $40 billion. Venture capital has placed all its bets on software and generative AI, driving 15% growth in investment in Spain.
Brussels has not let the misconduct of tech giants slide, imposing multimillion-euro fines on Apple, Meta and Google in matters such as antitrust and data protection laws. Strict enforcement of the Digital Markets Act (DMA) has forced tech giants to change their business models in Europe.
This article was created collaboratively, with many hands and with all the care and Christmas spirit possible, by the Marketing4eCommerce editorial team. We wish you Happy Holidays!
Image: Gemini
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