The e-commerce monitor 2025: The key e-commerce trends of 2025

Utrecht, April 3, 2025 – At Webwinkel Vakdagen, the results of the E-commerce Monitor 2025 were presented by Thomas van Rooijen and Muhammed Aydogan, both from FRMWRK. Their presentation covered the latest trends, challenges, and expectations for webshops in 2025.

The E-commerce Monitor is a new benchmark study developed in collaboration with Neople, Commerce Network, Sendcloud, FRMWRK, and Spotler, and supported by media partner Webwinkel Vakdagen. The goal is to give e-commerce entrepreneurs the insights and solutions they need to make strategic decisions.

Key findings from the E-commerce Monitor 2025

The presentation covered the following themes and recommendations:

• Growth and its roadblocks: Many companies are focused on revenue growth but run into structural bottlenecks. “Read the report to identify what's holding growth back,” says Van Rooijen. “Look at what successful companies do differently and learn from it.” A clear long-term vision matters too. “Know what you want to say ‘yes’ to as a company,” adds Aydogan. “But it might be even more important to decide what you say ‘no’ to. A long-term strategy often means making choices and consciously passing on certain opportunities.”

• From acquisition to retention: The focus often lands on new customers, while existing customers matter just as much. “It costs 5 to 7 times more to acquire a new customer than to get an existing one to buy again,” says Van Rooijen. “Bring your existing customers actively into your strategy.”

• Data-driven growth and clear KPIs: One key piece of advice is to start collecting data early. “Even small companies are already data companies,” says Van Rooijen. “Set goals and link clear KPIs to them. Too many KPIs make things confusing – stay focused and steer by what actually matters.”

• Logistics complexity and efficiency: Logistics within e-commerce keeps getting more challenging, but with the right strategy and insights, companies can work more efficiently and stay closer to their customers. Investments in data analysis, automation, and sustainability lower operating costs and build a strong competitive advantage.

• Data-driven work and outside expertise: Successful e-commerce companies stand out by using technology smartly and tapping outside expertise. “Don't just use AI as a hype word, use it as a tool to actually have a conversation with your data,” says Van Rooijen. “Load anonymized data into a tool like ChatGPT and ask questions about your KPIs. You'll get surprising insights that can sharpen your strategy.”

E-commerce Monitor 2025

The E-commerce Monitor aims to give e-commerce entrepreneurs valuable insights and solutions to help them make strategic decisions and prepare for what's next. This yearly analysis offers an up-to-date picture of the Dutch e-commerce sector: how are webshops performing, which trends are shaping the market, and what challenges lie ahead?

The E-commerce Monitor 2025 was created in collaboration with Neople, Commerce Network, Sendcloud, FRMWRK, and Spotler, and is supported by media partner Webwinkel Vakdagen. Each partner brings its own expertise to a different part of the e-commerce chain.

For this edition of the E-commerce Monitor, 391 e-commerce companies were surveyed, supplemented with 10 in-depth interviews with entrepreneurs.

The full report is available for download via: E-commerce Monitor 2025