Expert Column 2025 Global E-commerce Trends and Brand Strategies from 3 Key Growth Categories Perspectives

The global e-commerce market is expected to reach approximately $4.96 trillion by 2025, maintaining an average annual growth rate of about 6.3%, and is projected to reach around $6 trillion by 2030.^[1] However, the important trend that we have to pay attention to, rather than just focusing on the expansion of its scale, is that specific categories are emerging as new growth drivers due to the convergence of consumer demand and technological advancements.

Especially, the electronics & smart devices, beauty & personal care, and pet (companion animal) products markets are considered the representative categories that will lead future growth.

The reason these three categories are drawing attention is not because of their large market size or high short-term growth rates, but because they have structural foundations that can support long-term growth.

These markets share a common structure that enhances customer Lifetime Value (LTV). The foundation lies in the spread of repeat purchases and subscription models, which sustain long-term relationships between customers and brands, further strengthened by emotional and value-oriented consumer factors that enhance customer loyalty. Moreover, when expanding into global markets, these structural strengths become even more pronounced when localization and customization strategies are applied. Ultimately, these three categories can be described as markets where the consumption structure evolves beyond mere "product sales" to services, emotions, and experience-oriented.

In this column, we will introduce global e-commerce market trends and consumer trends centered around these key growth categories, and present strategies that brands must consider when entering or seeking to regain their presence.

[Global E-commerce Revenue (2022-2028)] (Source: The Business Research Company, Consumer Electronics E-Commerce Global Market Report 2025)

The global home appliances market is expected to reach $1.46 trillion by 2025, with a projected compound annual growth rate (CAGR) of 7.8% through 2032, driven by steady demand for smart home, gaming, and health technology devices.^[2] Notably, the expansion of AI (Artificial Intelligence) and IoT (Internet of Things)-based service ecosystems has further accelerated this growth.

However, despite this growth, consumer adoption remains in its early stages. For example, even in the Korean market, where the introduction of home appliances is most active, 80% of consumers preferred products with AI features if they were the same price, but the actual utilization rate was only 10-15%.^[3] Ultimately, as of 2025, the challenge that brands must address is not just introducing these products to the market but also presenting practical scenarios that consumers can experience, such as electricity cost savings, self-diagnosis, and automatic after-sales service integration.

Global regulatory changes are also transforming the purchasing experience. In the EU and the United States, the expansion of repair rights^[4] and refurb^[5] has led consumers to consider “whether a product is durable, and whether it offers official repair services or refurbished options” as key factors in their purchasing decisions. In fact, in the United States, the "Right to Repair" legislation has spread to nine states, making component accessibility and repairability critical factors in evaluating brand trust.

In the end, consumers choose based on the convenience of life and the experiential value provided by the brand ecosystem, rather than a single device. Compatibility between devices, wireless updates (OTA, Over-The-Air), and app connectivity have become key factors that determine conversion rates, rather than just specifications. Additionally, the spread of Buy Now, Pay Later (BNPL) services has lowered the barriers to purchasing high-end devices, and the B2B and wholesale e-commerce electronics markets are growing at an average annual rate of 18%^[6], expanding the market to include corporate and procurement channels. Therefore, the challenge for global e-commerce brands is not diversifying sales channels, but designing both experiential value for consumers in their daily lives and stable distribution structures for corporate customers.

Based on this market trend, the strategies that brands should keep an eye on for expanding their global e-commerce in the electronics & smart devices sectors are as follows:

[Electronics E-commerce Market Revenue (2025-2029)] (Source: Research and Markets, Consumer Electronics E-Commerce Market Report 2025)

For electronic product details pages, rather than listing specifications, presenting the scenario that allows consumers to imagine in detail, like “AI detects early signs of malfunction and automatically connects you to after-sales service reservations,” can increase conversion rates. TikTok short-form content or Amazon A+ content (a feature that adds premium content like images to product detail pages) should also be designed around such everyday scenarios.

• Responding to the refurbished and repair rights market is essential
  As unofficial second-hand and refurbished transactions expand, price and quality management become increasingly challenging. Therefore, brands must directly operate certified refurbished categories through official channels such as brand stores or Amazon Renewed to consistently manage product value and warranty standards. Particularly in the EU and US markets, the expansion of "repair rights" legislation is making it mandatory to disclose information on component accessibility, labeling, and warranty conditions. Failure to comply with these requirements could lead to listing restrictions or an increased risk of consumer claims.

• Global certification is not a cost but a marketing asset
  From the early stages of market entry, it is important to actively secure not only mandatory regulatory certifications such as CE (Conformité Européenne), FCC (FCC Certification), and BIS (Bureau of Indian Standards), but also additional security certifications like ISO/IEC 27001 (Information Security Management System established by the International Organization for Standardization and the International Electrotechnical Commission). This is not merely a cost but can serve as a crucial marketing asset that differentiates products and brands in the eyes of modern consumers who prioritize trust.

• Localization strategies must be adopted
  Success in the global market depends not on price segmentation, but on how well it reflects the lifestyle and sensitive points of consumers in each region. For example, the United States prioritizes energy efficiency and security certification, Southeast Asia values cost-effective models suitable for hot and humid environments, and Japan emphasizes low-noise and compact designs tailored to small living spaces. Ultimately, the key lies in localization that aligns with the living conditions of each country.

• Brands must maximize consumer experience
  Beyond simply offering monthly installment plans or regular delivery of consumables, global electronics brands are now integrating app-based premium features and after-sales care to create recurring revenue models. Consumers are increasingly favoring the "continuous care experience" provided by brands over mere "product ownership," and this has become a key driver in strengthening brand loyalty. Therefore, subscription and rental services should also be designed as packages that combine "consumables + app services + after-sales service."

[Samsung SmartThings Technology] (Source: https://www.samsung.com/sec/smartthings)

The global beauty and personal care market is projected to reach approximately $680 billion by 2025, with an average annual growth rate of 7.7%.^[7] The e-commerce sales share of this industry is expected to expand from 27% in 2023 to over 35% by 2028. Despite its reliance on offline experiences, the rapid digital transformation taking place is a unique characteristic of the beauty market.^[8]

By individual segments, skincare accounts for more than 40% of total sales, followed by haircare (22%) and makeup (20%).^[9] This indicates that the center of market demand remains in skincare.

Meanwhile, the change in the subject of consumption is also notable. According to eMarketer, Gen Z accounted for approximately 35% of the online beauty market in 2023,^[10] and a survey by Credit Karma found that 27% of Gen Z and 26% of millennials perceive beauty products as “essential consumer goods.”^[11] These figures demonstrate that younger generations are embracing beauty not as a discretionary purchase but as an essential part of their daily lives, while also indicating that the core consumer base of beauty e-commerce is gradually shifting to the MZ and Z generations.

Aligned with this shift, consumption pathways are also rapidly moving toward digital channels. SNS, live commerce, and influencer content have already established themselves as key decision-making routes for purchases. For example, according to a survey on "Beauty Product Consumption Trends" conducted by eBay Japan, 56% of Japanese Generation Z respondents stated they had purchased products that became popular on SNS. This example is not limited to a specific country but illustrates how the digital-based consumption behavior of MZ and Z generations globally is driving the growth of beauty e-commerce.

Amid such structural changes, the key turning points in 2025 beauty e-commerce can be summarized into three major trends:

First, the full-scale implementation of data-driven personalized management is integrating hyper-personalized technologies such as AI skin analysis and AR virtual try-ons into everyday consumer experiences. Brands must now go beyond simple recommendations to provide continuous management experiences tailored to skin changes and lifestyle patterns.

Second, it’s the spread of value-driven consumption. Products emphasizing sustainability and ethical standards, such as clean beauty, vegan, and waterless products, are becoming mainstream, and ESG stories are no longer just additional images but have become core elements in driving purchases.

Third, the shift in consumption units from product-centric to routine-centric. Consumption is being reorganized based on daily experiences like "morning routines" or "slow-aging routines," naturally leading to the expansion of subscription and regular delivery models.

Among those most agilely responding to and implementing these structural changes are K-beauty brands. Amore Pacific is leading the trend of personalized management through its "Wanna-Beauty AI" solution, which was awarded at CES 2025, while Innisfree is strengthening value consumption and digital experiences by combining eco-friendly packaging with live commerce. Clio is expanding routine-based experiential content globally through TikTok and YouTube influencers, and Dr. Jart+ is reinforcing its position in the premium market by emphasizing trust rooted in dermatological science. These examples demonstrate how K-beauty is securing strategic advantages in the evolving global beauty e-commerce environment.

In this rapidly changing market structure and consumption behavior, the strategic tasks that beauty brands must focus on to gain competitiveness in global e-commerce are as follows.

[Amore Pacific “Wanna-Beauty AI” Technology] (Source: https://www.apgroup.com/int/ko/news/2025-01-06-1.html)

Beauty product detail pages should not simply list the benefits of a single item. When you present the routine skincare use experiences, such as “Manage skin oil and pores with a 3-step morning routine,” the purchase conversion rate increases. This approach should be implemented by showing specific scenes of problem-solving within the consumer’s daily context, rather than emphasizing a single product, and should be reflected throughout the brand’s content and detail pages.

• The subscription and refill model should expand into a "management service"
  Merely using regular delivery as a function to replenish inventory makes it difficult to differentiate from others. When combined with management elements such as customized refills tailored to skin cycles or reminder notifications, subscriptions transform from mere convenience into a continuous care experience. For example, branding the management process itself, such as an "8-week skin reset subscription," can lead to long-term customer loyalty.

• Localization tailored to the consumption preferences of each country is essential
  Beauty products are closely connected to the sensory experiences of consumers, and regional preferences and expectations directly influence purchasing decisions. Therefore, even for the same product, messages must be tailored to the cultural and lifestyle contexts of each market. For example, in North America, mildness and fragrance-free are key considerations, while in Europe, fragrance, texture, and vegan certifications are important. In East Asia, whitening, transparency, and a refreshing texture play a significant role in decision-making.

• Content should be an "experiential story," combining data and emotions
  Consumers are not sufficiently convinced by objective metrics alone, nor can trust be secured solely through emotional messaging. When these two elements are combined, the likelihood of purchase conversion increases. For example, presenting data such as improved hydration and reduced wrinkles alongside an experiential story like "Slow Aging 30-Day Routine" allows consumers to emotionally connect while verifying scientific evidence. This reinforces the perception that the brand does not merely emphasize its image but proves its actual effectiveness, significantly enhancing its persuasive power.

• AI and AR are not just experiential technologies but CRM strategy assets
  AI skin analysis and AR virtual try-ons are not merely technologies for experiences before purchase. In the e-commerce environment, these technologies accumulate consumer data, leading to personalized recommendations and refill notifications, extending the customer experience beyond the purchase. Consumers enjoy a continuous sense of being "cared for," while brands can increase repurchase conversion rates and long-term loyalty. Therefore, AI and AR should not be seen as a short-term engagement tool but should be utilized as a core CRM (Customer Relationship Management) strategy asset to maximize customer lifetime value in e-commerce.

The global pet care market has recently expanded its scale and influence at a rapid pace, to the extent that the neologism "Petconomy" has emerged. As the perception of pets as family members has spread, what was once considered supplementary spending has become essential consumption similar to housing, food, and healthcare, driving global demand. In fact, the global pet care e-commerce market is estimated to reach approximately $94.9 billion by 2024 and is projected to grow to $147.6 billion by 2030. The growth rate is expected to continue at an annual growth rate of 7.8% from 2025 to 2030, and during this period, the share of e-commerce in total revenue is also anticipated to exceed 35%.^[12]

The concept that represents this trend is "Pet Humanization." Global consumers are now treating their pets as family members, demanding the same level of quality, safety, and ethical standards as they do for themselves. This shift in perception is reflected in their product choices. As a result, the market has rapidly expanded beyond traditional pet food and toys to include premium snacks, customized supplements, subscription services, and pet tech devices. In this process, consumer behavior is also being reshaped toward repeat purchases and subscription-based models.

In the U.S. market, 76% of pet consumer shoppers purchase supplies through Amazon, and 88% prefer specific brand products. ^[13] This indicates a higher level of brand loyalty than in the beauty or fashion sectors, demonstrating that the pet category is one of the strongest markets that proved brand lock-in effect in the global e-commerce industry. This loyalty-based structure enhances repeat purchases and long-term subscriptions, providing global brands with strategic opportunities to maximize customer lifetime value (LTV).

To convert this market trend into tangible results, brands should consider the following specific strategies.

[Pet Care Market E-commerce Revenue (2018-2030)] (Source: Grand View Research, Pet Care E-commerce Market Size And Share Report, 2030)

Simply offering regular delivery of pet food or consumables makes it difficult to differentiate. By providing a subscription-based care package that combines food, supplements, and hygiene products tailored to a pet’s age, weight, and health condition, consumers can experience more than just convenience—they can feel like they are receiving professional care from a pet expert. In fact, the U.S. pet commerce company Chewy has evolved its “Autoship” service beyond regular delivery to include personalized recommendations, lifecycle-based care, and even emotional experiences for customers (e.g., birthday gifts for pets, sympathy flowers in case of a pet’s passing). This approach transforms the subscription into a “relationship management service.” Such a model fosters long-term brand loyalty and enables the expansion of LTV.

[Chewy Autoship Subscription Program] (Source: https://www.chewy.com/b/autoship-save-15682)

• Build trust with “premium experiential content”
  A brand’s premium image is not just about pricing—it is built in the moments when consumers feel, “This brand is different.” Therefore, detailed product pages and campaign content should go beyond simply listing ingredients and functionalities, and instead present scenes that allow consumers to vividly imagine the changes in their daily lives. For example, if it’s a “low-allergen human-grade pet food,” rather than just showing the ingredient list, it’s more persuasive to depict how “skin troubles decrease and energy during walks improves.” Additionally, if the product is eco-friendly or ethical, it’s not enough to merely display certification documents; consumers need to experience the brand’s philosophy and build trust by also showcasing the actual production process and brand story.

• The message must change even if the product remains the same
  The global pet care market shows distinct purchasing criteria by region, even for identical products. In the United States, functionality and health benefits are prioritized, while Europe emphasizes vegan and ethical ingredients. In East Asia, emotional values such as skin and hair quality improvement are highly valued. Therefore, even if the product remains the same, the detailed page and copy must be tailored to fit the local consumer consumption preferences. Ultimately, the success or failure of global expansion depends not on the product itself, but on how effectively it is localized into messages for each market.

In the global e-commerce market of 2025, electronics, beauty, and pet care are different industries, but they share the same trend in consumer decision-making criteria. Consumers no longer base their purchases solely on functionality or price; instead, they focus on how a product can change a moment in their daily lives and create new value.

As mentioned earlier, electronics consumers no longer choose products based solely on “availability of AI features.” The key is how naturally the product integrates into daily life and enhances convenience. Similarly, beauty consumers think beyond "what ingredients it contains" and ask, "How will this routine transform my skin and personal image?" In the pet care market, consumers are moved to purchase not just by convenience or efficacy but by the emotional conviction of “being a responsible guardian.” Therefore, future competitive advantage lies not in functional differentiation itself but in how a product can discover value for consumers and redefine lifestyle standards through its functionality.

At this point, the core keyword brands must not overlook is "repetition." However, this should not be limited to refills or regular delivery service. The repetition we refer to means the growing trust and depth of the relationship between the consumer and the brand over time. Updates in electronics should be perceived as the "evolution of user experience" beyond functional improvements. Beauty routines should naturally make consumers feel “a reason to choose again" by aligning with their skin cycles. In the pet market, repetition is not just about replenishing food but about the brand consistently being recognized as a "care partner" throughout the guardian's caregiving process. When the brand repeatedly plays a role in health management and emotional bonding, consumers find reasons to return to the brand, leading to loyalty.

Another critical task is "localizing consumer emotions in the global market." Even with the same technology, quality, and price, what consumers perceive as a "good product" varies significantly depending on culture and region. For example, North American consumers prioritize privacy protection for AI devices, European consumers focus on sustainability in beauty products, and Asian consumers are more sensitive to family values in pet care. Therefore, the core challenge for brands in global e-commerce is not just translating content into local languages but understanding how consumers in each market build trust and loyalty through emotional standards and reflecting this in product planning, branding, and marketing.

In the future, global e-commerce competition will shift from short-term revenue battles to brands that redefine consumers' daily lives and value standards. While revenue growth remains essential, it alone does not guarantee long-term sustainability. Ultimately, the competitive advantage in the global e-commerce market after 2025 is expected to be dominated by brands that present new standards that consumers can experience in their daily lives and build trust and loyalty through those experiences. The opportunity will open up for the brands that can create moments where consumers truly feel, "This product has changed my life."

[1] Statista, Market Insights eCommerce – Worldwide
[2] Shopify, Consumer Electronics Trends 2025
[3] 2025, Opensurvey Dataspace
[4] The right to ensure that consumers can access the parts and repair information of a product to repair it themselves or through a third party.
[5] It is an abbreviation of “Refurbished product,” referring to items that have minor scratches or defects from distribution, exhibition, or return processes, which are then refurbished and resold.
[6] Precedence Research, 2025–2034
[7] McKinsey, State of Beauty 2025
[8] TCF, Beauty eCommerce in 202
[9] Bizplanr
[10] https://www.emarketer.com/content/gen-z--millennials-consider-beauty-products-essential?utm_source=chatgpt.com
[11] https://www.creditkarma.com/about/commentary/new-necessities-young-americans-redefine-essential-spending-amid-economic-uncertainty?utm_source=chatgpt.com
[12] Grand View Research, Pet Care E-commerce Market Report 2030
[13] Jungle Scout, 2024

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