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Executive Summary: 10 Growing B2C Trends

 

 

Frequently Asked Questions (FAQs)

1. What is the 95:5 rule for B2C?

The 95:5 rule in B2C marketing suggests that only 5% of potential customers are ready to make a purchase at any given time. The remaining 95% are not currently in the market but may buy in the future. Therefore, businesses should balance short-term sales efforts with long-term brand building.

2. What is the future of B2C commerce?

B2C commerce is evolving with artificial intelligence (AI) and machine learning (ML) to support personalized experiences. Digital payments reduce friction at checkout, while augmented reality (AR) and virtual reality (VR) enhance product interaction. Meanwhile, omnichannel strategies enable brands to deliver consistent and convenient customer experiences across platforms.

Consumer Pulse in 2026

Price Sensitivity Dominates Decision-Making

According to McKinsey’s ConsumerWise survey, 43% of US consumers view inflation as their main financial concern. Also, 29% identify tariffs as a key influence on spending. Further, 79% of global respondents are trading down. Many have already adjusted or plan to adjust their buying habits due to rising costs in the US.

 

Source: McKinsey

 

Price continues to drive purchases on platforms like Amazon and Walmart. In 2025, mass merchants accounted for 83% of parents’ back-to-school shopping plans. This is up from 77% in 2024 and highlights a growing preference for value-focused retailers.

Seasonality & Sentiment Cycles

Buying patterns follow a more event-driven rhythm. Sales activity tends to spike during major digital events such as Prime Day, Singles’ Day, and Black Friday. These occasions consistently drive significant gross merchandise value each year.

For example, during Prime Day 2025 (July 8-11), US online spending reached USD 24.1 billion across all retailers. This marked a 30.3% increase compared to the previous year.

 

Credit: Adobe

Free-Time Reallocation

Digital ecosystems shape how people spend leisure time. In 2025, US consumers report over three additional hours of free time per week compared to 2019. They dedicate nearly 90% of that time to solo activities.

With this, exposure to traditional advertising channels is declining. Besides, the global spending on traditional advertising dropped in 2023. In 2025, only 31% of consumers notice social media ads, down from 43% in 2024. Meanwhile, live TV viewership continues to fall. Today, 28% of consumers report watching no live TV daily, which is an increase of 8 percentage points over two years.

1. Omnichannel Integration Becomes the Standard

Consumers move between physical, digital, and social channels and expect consistent pricing, service, and delivery in all touchpoints.

Currently, 73% of retail shoppers use multiple channels during their purchase journey. This shows a growing complexity in customer behavior. In 2025, the average number of touchpoints before a sale reached 28.87, which is up from the earlier benchmark of seven.

 

 

Before visiting a store, 83% of shoppers look up products online. Additionally, 72% use smartphones in-store to compare prices or read reviews. Most shopping journeys begin online, with 44% starting with search engines, 41% with online stores, and 36% in physical stores.

 

Touchpoints where shoppers start their journey in 2025

 

Further, retailers with advanced unified commerce systems report 27% lower fulfillment costs and 18% fewer abandoned carts. Retailers are investing in unified data platforms and AI-powered orchestration tools.

These systems connect inventory, logistics, and customer profiles. However, only 17% of retailers currently rate their unified commerce capabilities as mature, whereas 38% are working to enhance these systems in 2025.

Moreover, omnichannel shoppers spend 1.5 times more than single-channel shoppers. They also show 30% higher lifetime value. Research indicates they are three times more loyal than digital-only customers, and they churn after 4.2 poor experiences on average, compared to 1.3 for digital-only buyers.

2. Social Commerce Explosion

Social media functions as a storefront as platforms like TikTok, Instagram, and YouTube blend entertainment with shopping. Users are discovering, engaging, and buying without leaving the app. The global social commerce sales are predicted to reach USD 2.9 trillion by 2026.

Formats like creator-led selling, live shopping, and shoppable content shorten the path from discovery to purchase. TikTok Shop plays a key role, with US sales rising 120% in the 12 months leading to June 2025.

Influencer-driven commerce continues to show returns. On average, brands earn USD 5.78 for every USD 1 spent on influencer marketing.

In China, live commerce already contributes significantly to online retail. The market is projected to reach USD 24.06 billion by 2030, with an annual growth rate of 32.8% from 2025 onward.

 

Credit: Statista

 

Social commerce serves as both a marketing tool and a sales channel for B2C leaders. Each month, 130 million users engage with Instagram Shopping. Additionally, 44% of weekly users say it influences their buying decisions.

Over 50% of brands report stronger ROI from social commerce than from traditional e-commerce. Further, in-app checkout features reduce cart abandonment by 22%.

Companies need cross-platform attribution models to adapt as they track customer journeys from discovery to conversion. They also require unified data systems and strategies that align creator authenticity with consistent brand messaging.

3. Retail Media Networks Emerge as Major Profit Centers

Retailers are turning their digital platforms into advertising hubs. They monetize shopper data and digital shelf space to attract budgets that once went to traditional digital ads.

The retail media channel has expanded over the past four years and is expected to grow 12% annually, reaching USD 140 billion by 2026.

Retail media enables closed-loop attribution. Brands are able to track how ads lead directly to sales. This allows for ROI measurement based on confirmed revenue rather than clicks or form submissions.

 

Credit: StackAdapt

 

For instance, Amazon Advertising earned USD 15.7 billion in Q2 2025. This marks a 22% increase from the previous year. Its total retail media ad revenue reached USD 52.7 billion in 2024.

Walmart’s global ad revenue rose 46% in Q2 2025, with Walmart Connect in the US up 31%. Besides, Target’s Roundel generated USD 649 million in 2024, up 25% from USD 522 million in 2023. Also, the leadership expects this figure to reach USD 1.3 billion by 2030.

“From its humble beginnings in 2007 with just five team members and known as online vendor marketing, Roundel is now a 500-plus-person-strong fully integrated Target team,” says Target Executive VP and CMO Cara Sylvester.

In Europe, retail media ad spending reached EUR 13.83 billion in 2024 and will grow to EUR 31.3 billion by 2028. The Asia-Pacific region shows steady growth, with a projected CAGR of 7.56% from 2025 to 2030.

As a result, consumer brands are shifting budgets. Many prioritize point-of-purchase influence over broad awareness. CPG brands report allocating 25-30% of their digital ad spend to retail media.

Moreover, data clean rooms have become essential to support this shift. These platforms allow retailers, brands, and agencies to collaborate securely without exposing customer data.

4. Circular Economy Goes Mainstream

Consumers are increasingly choosing resale, refurbishment, and recycling models. These approaches extend product life and aid in reducing waste. As a result, circular commerce is shifting from niche to mainstream.

 

Source: ThredUp’s 13th Resale Report

 

82% of retailers are expecting resale to deliver positive ROI and plan to increase investment. Meanwhile, 44% of retail executives plan to reduce reliance on imports. Of those, 54% view resale as a more stable clothing source during tariff changes.

Consumer sentiment also reflects this shift. 59% say they will consider secondhand options if tariffs raise apparel prices. And when it comes to millennials, that figure rises to 69%.

 

Source: ThredUp’s 13th Resale Report

 

ThredUp’s 13th Resale Report projects the global secondhand market will reach USD 350 billion by 2028. The secondhand apparel segment alone may grow to USD 367 billion by 2029, with a 12% compound annual growth rate.

Retailers and brands are launching trade-in, repair, and recommerce programs. These efforts embed sustainability into customer retention strategies.

For example, IKEA introduced its Buy Back & Resell program in the US in 2021. By April 2022, it expanded to all 37 US stores. The program lets customers return used furniture for store credit for supporting IKEA’s goal to reduce waste and extend product lifespans by 2030.

Moreover, luxury brands are also adapting. Gucci partnered with The RealReal in 2020 to create an online shop for secondhand items, which reaches younger, value-conscious buyers.

Companies invest in take-back logistics and material tracking to support circular models. Such approaches reduce raw-material dependency and encourage repeat purchases. The enhanced traceability also allows regulators to verify eco-design standards, confirm recycled content, and prevent illegal waste shipments.

Technologies like radio frequency identification (RFID), blockchain, Internet of Things (IoT) sensors, and digital product passports (DPPs) enable real-time tracking. These tools follow products from manufacturing through resale and recycling.

5. Direct-to-Consumer Models are Maturing and Diversifying

The DTC model has moved from rapid experimentation to strategic maturity. US DTC ecommerce sales are expected to reach USD 239.75 billion in 2025, which will represent 19.2% of total retail ecommerce sales.

To adapt, DTC brands use flexible, hybrid distribution models. Many combine wholesale partnerships and physical stores to reach more customers and scale operations.

Brands increasingly blend DTC with wholesale, retail media, and marketplace exposure to balance customer control with broader reach.

Apple, for instance, follows a hybrid strategy. It sells through its website, App Store, and retail stores, while also working with resellers and carriers.

Further, Glossier transitioned from online-only to physical retail. In December 2022, it opened pop-up stores at Nordstrom. It launched in Sephora across the US and Canada by February 2023. The brand focuses on omnichannel engagement, community building, consistent pricing, and customer experience.

Leaders invest in subscriptions, loyalty programs, and personalization tools to improve retention. These efforts reduce reliance on paid acquisition.

Moreover, loyalty programs show clear results. The paying members are 60% more likely to spend more compared to 30% among free members. Research indicates that a 5% increase in retention is able to raise profits by 25-95%. For sustainability, customer acquisition cost (CAC) should remain below 33% of lifetime value (LTV).

Modern DTC brands also prioritize direct customer relationships. This enables companies to collect first-party data to lower CAC and increase LTV. Social commerce may drive 7.8% of online sales by 2027. Platforms like TikTok, Instagram, and YouTube will play a key role in product discovery and checkout.

 

 

6. Gen Z Redefines Consumer Expectations & Behaviors

Gen Z represents 32% of the global population, including 68.6 million people in the US. Their spending power is expected to reach USD 12 trillion worldwide by 2030.

This generation is changing how brands communicate, earn trust, and deliver value. They are raised in digital ecosystems and expect authenticity, inclusivity, and social accountability in every purchase.

 

 

According to recent data, 73% of Gen Z believe businesses should aid in creating a better world. Also, the brand loyalty is shifting, with 57% saying they are less loyal than before because of trends and personal values.

Additionally, sustainability plays a major role in their choices. 62% prefer sustainable brands, and 54% are willing to pay up to 10% more for sustainable products.

Gen Z further influences trends through user-generated media, viral challenges, and community-driven discovery on platforms like TikTok and Roblox. Currently, 68% discover new products through TikTok and Instagram, and over half have used in-app purchase buttons to buy directly. Many turn to TikTok for beauty research instead of using traditional search engines.

Roblox has also become a key engagement platform. After interacting with a brand on Roblox, 84% of users say they would consider buying from that brand in real life.

 

Credit: Roblox

 

Brands adopt co-creation models, partner with micro-influencers, and maintain transparency in sourcing and pricing to connect with Gen Z. User-generated content (UGC) resonates more than traditional ads. Gen Z trusts micro-influencers more than celebrities and often acts on their recommendations.

Further, the influencer marketing industry is projected to reach USD 32.5 billion by 2025, up from USD 24 billion in 2024. In the US, 86% of marketers plan to work with influencers. Among consumers, 82% are likely to follow micro-influencer recommendations, and these campaigns deliver an estimated 20:1 ROI, compared to 6:1 for macro-influencers.

7. Value Consciousness Intensifies Across Demographics

Consumers across income levels prioritize value when making purchases. Inflation, economic uncertainty, and changing life priorities continue to influence how people assess worth.

According to PwC’s UK Consumer Sentiment Survey, September 2025, 35% plan to buy cheaper items at the same stores. Another 26% will shift to lower-cost retailers, while 28% intend to reduce outings. There’s a return to trading-down behavior seen during the cost-of-living crisis.

 

Credit: PwC

 

McKinsey’s State of Consumer 2024 report reveals that 40% of consumers in advanced markets switched retailers to find better prices and discounts. Also, over one-third tried different brands.

 

Source: McKinsey’s State of the Consumer 2024

 

In fact, this shift is not limited to budget-conscious shoppers. Premium consumers are trading down in some categories while trading up in experiences or sustainable options. In the first half of 2025, more than one-third of consumers traded down in one category and planned to splurge in another. Globally, 19% cut back on nondiscretionary spending to spend more on discretionary items.

Deloitte’s Consumer Products Industry Outlook further reports that 64% of companies will use precision analytics to identify new brands and growth areas. These firms recognize that navigating the premium-to-value spectrum requires nuanced, data-driven strategies.

8. Data Privacy & Transparency Become Brand Differentiators

As consumers become more aware of data practices, trust plays a growing role in brand loyalty. Transparency in how companies collect, store, and use data influences purchasing decisions.

Cisco’s 2024 Consumer Privacy Survey found that 49% of consumers aged 25 to 34 switched providers due to data policies or sharing practices. In contrast, only 18% of those aged 75 and older did the same.

At the same time, 53% of global consumers reported awareness of their country’s privacy laws for the first time.

 

 

Customer expectations continue to rise, with 95% not wanting to buy from a provider that fails to protect their data. Additionally, 99% consider external certifications important when choosing products or services. Meanwhile, 97% of organizations acknowledge their responsibility to use data ethically.

 

 

Privacy investments are proving effective. 96% of organizations report returns that exceed costs, with a median ROI of 1.6x.

However, Thales’ 2025 Digital Trust Index shows declining trust across 13 sectors. No sector earned more than 50% approval for handling personal data. Government organizations saw a modest increase in trust, rising from 37% to 42%, whereas news media ranked lowest, with only 3% approval.

Regulatory changes are further shaping the landscape. California’s CPRA introduced stricter rules in 2025, including limits on third-party data sharing and new transparency requirements for automated decision-making.

In India, the Digital Personal Data Protection Act received presidential assent in August 2023, and the draft rules released in January 2025 drew 6915 public comments.

In response, companies are adopting privacy-by-design frameworks. These models give customers direct control over data permissions and personalization settings.

According to ISACA’s State of Privacy 2025 report, organizations using privacy-by-design report stronger compliance, fewer skill gaps, and better technical staffing. They also see a 90% drop in post-production fixes, 30% faster deployment times, and a 70% increase in developer engagement.

9. Quick Commerce Revolution

Speed is a key driver of consumer expectations in B2C transactions. As demand for instant gratification grows, quick commerce models continue to expand.

The market is projected to reach USD 318.67 billion by 2029, growing at a compound annual rate of 25%. This growth is fueled by dark stores, micro-fulfillment centers, and AI-powered logistics.

For example, dark stores in India expanded by 71% year-over-year in FY25, while average revenue per store rose 25%.

Blinkit reported USD 1.2 billion in GMV and an estimated USD 250-300 million in annual revenue for FY2025. It achieved a 15% gross margin per order in Q2 2025 and contributed 35% to Zomato’s quick commerce segment.

Companies must balance speed with sustainability as quick commerce scales. Route optimization aids in reducing emissions and lowering fuel costs by up to 20%. Electric vehicles offer long-term savings and eliminate tailpipe emissions to address the environmental impact of fuel-based fleets.

 

Source: McKinsey’s State of the Consumer 2025

 

McKinsey reports that food delivery’s share of global food service spending rose from 9% in 2019 to 21% in 2024. Over 90% of consumers in China and the US shop at online-only retailers each month. The “bring-it-to-me” mindset has become a standard, with consumers expecting not just speed but also affordability, reliability, and easy returns.

10. Voice Commerce & Conversational Shopping

Voice and conversational interfaces are changing the way consumers search, discover, and shop. AI assistants and smart speakers are improving, and more shopping journeys are beginning with spoken commands instead of typed queries.

The voice commerce market is projected to reach USD 421.7 billion by 2029, growing at a compound annual rate of 29.2%.

 

 

This growth reflects the widespread integration of voice assistants across smartphones, vehicles, and connected homes. By 2025, 20.5% of people globally will use voice search. At the same time, 8.4 billion voice assistants will be in use, which is more than the global population.

Consumers use Alexa, Google Assistant, and in-app chatbots to reorder groceries, pay bills, and browse deals. These tools reduce friction and lower cart abandonment by 30-40%.

L’Oreal introduced Beauty Gifter, a chatbot on Facebook Messenger that recommends products from 11 of its brands and tailors suggestions based on user preferences. Case studies show that it achieved 27 times more engagement than email, with 31% rich profiling and 82% user satisfaction.

Businesses are combining voice analytics with customer relationship management (CRM) data to anticipate customer intent for turning conversations into direct sales opportunities.

AI-powered CRM systems will focus on lead scoring, automation, segmentation, forecasting, and real-time analytics. Further, companies using AI-driven forecasting report a 15% increase in sales revenue.

However, natural language processing (NLP) still struggles with diverse languages, dialects, and accents. Many smart speakers also lack screens, which limits the ability to display product details and makes it harder to attract third-party retailers.

Brands are thus adopting omnichannel strategies to solve this. Consumers may start product discovery through voice but complete purchases on screen-enabled devices.

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