Digital commerce is entering a new era — faster, more innovative, and more interconnected than ever. As we approach 2025, merchants face a pivotal moment: rethink strategies, embrace innovation, and prepare for the disruptions that will reshape the industry.
To illuminate what lies ahead, Forter has partnered with Salesforce, PwC, and Spreedly to bring together insights from leaders at the forefront of commerce and technology. From omnichannel evolution to payment innovations and economic shifts, this article explores the opportunities and challenges set to define digital commerce in 2025.
The question isn’t whether the landscape will change — but how prepared you’ll be when it does.
Salesforce: Redefining Omnichannel with Intelligent Agents
Natalija Pavić, Senior Product Marketing Manager, Commerce Cloud, Salesforce
The next phase of omnichannel engagement lies in intelligent personal assistants that deliver hyper-personalized shopping experiences. Salesforce’s Agentforce platform leads the way by enabling autonomous agents to assist customers with tailored product recommendations, complex decisions, and seamless guidance across channels.
For B2C, these “shopper agents” streamline product discovery and offer real-time solutions for technical questions. B2B applications include “buyer agents” that help businesses manage purchasing, pricing, and compliance. Agentforce integrates across Salesforce’s ecosystem, ensuring continuity in customer journeys while prioritizing security and data integrity.
As AI becomes essential in commerce, adopting solutions like Agentforce ensures companies remain competitive. Businesses without these technologies risk losing customers to third-party AI tools, which can expose them to competitors.
PwC: Navigating Economic Shifts & Changing Habits
Lisa Meepummarin, Director of Financial Crimes, PwC
Economic shifts and changing consumer behaviors are redefining retail strategies for 2025. Inflation may influence spending habits, but overall growth persists, driven by younger generations embracing sustainability and experiences, while older demographics focus on practicality and convenience.
According to PwC’s 2024 Holiday Outlook survey, holiday shoppers are integrating digital innovations and traditional in-store experiences throughout their shopping journey. Buy online, pick up in-store (BOPIS) is gaining traction, especially among Gen Z and millennials.
By aligning strategies with these evolving preferences, businesses can blend personalization, technology, and convenience to meet the demands of a rapidly shifting marketplace.
Spreedly: Innovating Payment Optimization
Andy McHale, Senior Director, Product and Market Strategy, Spreedly
Seamless and secure payment experiences are essential in 2025’s competitive digital commerce environment. Spreedly’s Open Payments Platform integrates fraud management with payment processing to simplify operations and optimize authorization rates.
This unified approach reduces reliance on multiple vendors, enabling merchants to deliver efficient checkout experiences while maintaining robust security. With embedded fraud tools, Spreedly allows merchants to manage fraud detection, 3D Secure (3DS) authentication, and payment authorization through a single API. This consolidation improves efficiency and enhances customer trust by reducing checkout friction.
AI-powered tools like Forter further bolsters Spreedly’s capabilities by minimizing false positives, optimizing fraud detection, and improving approval rates for legitimate transactions. Compliance with global regulations, supported by intelligent 3DS applications, ensures merchants can strike the right balance between security and customer experience.
By embracing this holistic strategy, merchants can streamline their payment workflows, reduce operational complexity, and position themselves as leaders in an increasingly dynamic digital landscape.
Future-Proofing Digital Commerce in 2025
The future of digital commerce will be defined by agility and innovation. With insights from Forter and our partners, businesses can position themselves to thrive amid evolving trends. By adopting intelligent technologies, embracing personalization, and optimizing payment workflows, merchants can build trust, drive growth, and navigate the challenges of a rapidly changing market.
Explore Forter’s 2024 Trust Premium Report for deeper insights into building trust and ensuring success in the year ahead.