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Posted 24/01/2025 9:54am

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AI takes the stage,
Marketplaces shake and surge,
Brands must navigate.

In partnership with
Nine

Pattern predicts AI innovations, Amazon Haul, and the social commerce surge to transform Australia's ecommerce landscape in 2025

Ecommerce and marketplace solutions provider, Pattern, has released its 2025 eCommerce forecast for Australia, forecasting marketplace shake-ups, a surge in social commerce, AI innovations, and brand challenges.

One of the significant developments is Amazon's launch of Haul, a move aimed at price-sensitive shoppers and posing competition to Temu and Shein.

"Amazon continues to demonstrate its commitment to innovation and adaptability in the Australian market," said Managing Director, Pattern Australia, Merline McGregor. "The launch of Haul is likely to shift shopper behaviour, as price-sensitive customers weigh Temu's aggressive pricing against Amazon's broader value proposition, including Prime delivery and benefits."

Social commerce is expected to rise with platforms like TikTok Shop enhancing their click-to-buy capabilities.

"Platforms like TikTok Shop are reshaping the top-of-funnel experience for brands," McGregor said. "Brands must approach social commerce with a comprehensive strategy that includes highly engaging and authentic content tailored to platform-specific algorithms. Those who optimise their product feeds and maintain high-quality visuals will not only attract more clicks but also drive meaningful conversions. The ability to tap into real-time trends and leverage influencers will be critical for success in this space."

AI applications are expected to take a more customer-facing role, with tools like Soba introducing new possibilities for AI-driven purchase and styling advice, advanced customer service chatbots, and personalised content creation.

"AI is evolving from backend operations to front-facing applications that enhance the customer experience," McGregor said. "In 2025, we expect to see brands leverage AI not only for operational efficiency but also to deeply personalise customer interactions. For instance, AI-driven styling tools could provide dynamic outfit recommendations, while chatbot advancements might finally close the gap on providing human-like customer service at scale. These innovations will not only improve the customer journey but also create opportunities for higher basket values and increased loyalty."

However, as marketplaces grow in influence, brands will face challenges in maintaining their equity and trust.

"Marketplaces are both an opportunity and a challenge for brands," McGregor noted. "While they offer unparalleled reach and exposure, they also introduce risks like unauthorised sellers and inconsistent branding. To counter this, brands must implement robust monitoring tools to detect violations, uphold channel agreements, and maintain control over their messaging. In a crowded marketplace, consistency and authenticity will be what sets leading brands apart and helps them retain customer loyalty."

"The Australian eCommerce sector is on the verge of significant change," said McGregor. "Brands that proactively align their strategies with key eCommerce trends will not only navigate the challenges ahead but also uncover new growth opportunities in an increasingly dynamic market. The key will be to strike a balance between innovation and strategic control to deliver both short-term gains and long-term resilience."

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