State of Commerce Ops 2025: Key Trends Shaping the Future of Ecommerce Operations

Ecommerce isn’t slowing down. Retailers are dealing with increasingly complex operations, rapid technology shifts, and the pressures of expanding into new markets. In 2025, the companies that fine-tune their commerce operations will be the ones best positioned to seize global opportunities and keep up with changing customer expectations.

Linnworks’ State of Commerce Ops Report 2025 offers a data-driven look at how successful retailers are in tackling these challenges. Based on insights from 200 mid-market retailers across the UK and US, the report highlights the strategies fueling growth—and the operational roadblocks that could stand in the way.

Introduction to the State of Commerce Ops in 2025

Ecommerce in 2025 is more demanding than ever. Online retailers are juggling AI-driven changes, increasingly complex logistics, and customer expectations that never stop evolving. Scaling with automation is essential, but businesses must also balance efficiency with great service and sustainability—all while staying ahead of the competition.

This report dives into real-world ecommerce challenges, drawing on industry data, expert insights, and survey responses from business leaders and operations professionals. We analyzed qualitative and quantitative feedback to uncover key trends, persistent pain points, and opportunities for growth.

Ecommerce Trends to Watch in 2025

1. The Future is Automated

Automation is no longer a luxury—it’s a necessity for ecommerce businesses looking to scale efficiently. In 2025, nearly half (45%) of retailers plan to invest in technology and automation to streamline operations, reduce errors, and improve customer satisfaction.

The data is clear: businesses with higher revenues are leading the charge. For example, 92% of companies generating 76–100 million already use ERP systems, compared to just 57% of those in the 11–20 million range. These systems are critical for managing fulfillment, sales channel integration, and financial data, enabling businesses to scale without sacrificing efficiency.

But automation isn’t just for large enterprises. Even smaller retailers are finding ways to automate key processes, from inventory management to customer service. 

2. Expanding Internationally Like Never Before

Global expansion is one of the most significant growth opportunities for ecommerce businesses in 2025. UK retailers are currently ahead of the curve, with 78% already selling in international markets. However, US businesses are catching up fast, with 29% planning to expand globally in the next 12 months.

While the potential for revenue growth is immense, international expansion comes with its own set of challenges. Retailers cite customs and tax complexities (46%), cross-border shipping (35%), and managing international returns (32%) as their top hurdles.

The good news? Technology and partnerships can help overcome these obstacles. From cross-border platforms like Amazon and Etsy to shipping solutions like EasyPost, businesses have more tools than ever to simplify global operations. 

3. The Rise of Marketplaces

Marketplaces continue to dominate the ecommerce landscape, with 60% of retailers now selling on four or more platforms. The average retailer uses 4.31 marketplaces, with 72% maintaining a presence on 2–5 platforms.

This multi-marketplace approach offers significant opportunities to reach new customers and increase sales. However, it also introduces operational complexities. Retailers report challenges with connecting to new marketplaces (43%), managing logistics across platforms (43%), and syncing inventory (34%).

To succeed in this competitive environment, businesses need unified commerce operations that provide centralized control while adapting to each marketplace’s unique requirements. 

Challenges Ecommerce Professionals Must Tackle in 2025

As ecommerce businesses scale, they face growing operational challenges that can impact efficiency and profitability. The State of Commerce Ops 2025 Report identifies the biggest hurdles retailers must overcome to stay competitive.

Inventory Visibility and Complex Logistics

As ecommerce businesses expand across channels and markets, inventory visibility has become a critical pain point. While 36% of retailers believe they have clear and accurate visibility, the reality varies dramatically by role. For example, 22% of COOs and 25% of SVPs report limited visibility, highlighting a disconnect between leadership and operations teams.

Without real-time inventory data, businesses risk stockouts, overselling, and poor customer experiences. The solution? Centralized inventory management systems that sync data across all sales channels and locations. 

The Balancing Act of Omnichannel Selling

As order volumes grow, logistics flexibility becomes increasingly important. Larger businesses are leading the way, with 13% of 41–50 million revenue retailers using five or more shipping carriers, compared to just 4–6% of smaller businesses.

Diversifying carriers helps reduce reliance on a single provider, ensuring smoother operations during peak seasons and supply chain disruptions. Additionally, businesses are leveraging technology to optimize shipping costs and delivery times. 

Rising Costs and Sustainability Pressures

Cost management remains a primary concern, with 40% of businesses identifying shipping costs as their biggest challenge. This financial pressure coincides with increasing consumer expectations for sustainable practices.

Discover strategies on how successful retailers are addressing this dual challenge in the full report. 

Actionable Strategies for Thriving in Ecommerce in 2025

Invest in Technology and Automation

The data is clear: businesses that invest in technology and automation are better positioned to scale and meet customer expectations. In 2025, nearly half (45%) of retailers plan to invest in automation tools to streamline operations, reduce errors, and improve efficiency.

For example, 92% of businesses generating 76–100 million in revenue already use ERP systems, compared to just 57% of smaller businesses. These systems are critical for managing fulfillment, sales channel integration, and financial data. But automation isn’t just for large enterprises—smaller retailers can also benefit from tools like inventory management software and AI-powered customer service solutions.

The key is to evaluate your current tech stack and identify areas where automation can deliver the most value. 

Leverage Data for Smarter Scaling

Data-driven decision-making separates market leaders from the competition. The report shows that 57% of businesses with ERP systems use them for data centralization, enabling better insights and forecasting.

Practical applications include:

• Predictive inventory management to prevent stockouts
• Customer behavior analysis to optimize product offerings
• Performance tracking across marketplaces to inform expansion decisions
• SKU-level profitability analysis to refine product strategy

Diversify and Optimize Logistics

Logistics flexibility proves crucial for managing growth efficiently. The report shows that 34% of businesses with revenues over $50 million use three or more shipping carriers, compared to just 22% of businesses in lower revenue brackets.

Effective strategies include:

• Implementing rate shopping technology to optimize shipping costs
• Utilizing multiple fulfillment centers to reduce delivery times
• Adopting carrier-agnostic shipping solutions for greater flexibility
• Automating shipping rules based on order characteristics

Looking Ahead—The Future of Commerce Ops Beyond 2025

Emerging Technologies to Watch

While current technologies like ERP systems and automation are already transforming ecommerce operations, the next wave of innovation promises even greater disruption. Here are the key technologies poised to shape the future of commerce ops:

• Advanced AI applications:
  • Beyond basic automation, AI will enable predictive analytics to anticipate demand fluctuations, optimize inventory management, and personalize customer experiences in real-time. This includes using machine learning to forecast supply chain disruptions and proactively adjust strategies.
  • AI-driven dynamic pricing and personalized promotions will become commonplace, allowing retailers to optimize revenue and customer engagement.
  • For example, AI systems will be able to predict customer churn, and suggest personalized promotions to retain those customers.

• Blockchain integration:
  • Blockchain technology will enhance supply chain management by providing an immutable and transparent record of product provenance. This will enhance trust and reduce fraud, particularly in industries with complex supply chains.
  • Consumers will be able to trace the journey of products from origin to purchase, ensuring ethical sourcing and product authenticity.
  • This enhanced transparency will be vital for combating counterfeit goods, and verifying sustainable practices.
• Robotics and automation:
  • As the cost of robotics and automation decreases, these technologies will become more accessible to mid-market retailers. This will enable them to automate tasks such as inventory management, order fulfillment, and in-store operations.
  • Collaborative robots (cobots) will work alongside human employees, enhancing productivity and reducing labor costs.
  • This will allow smaller companies to compete with larger ones that currently have the large capital needed for those systems.
  • The growth of “robotics as a service” will also lower the entry cost.

• Immersive commerce technologies:
  • Augmented reality (AR) and virtual reality (VR) will blur the lines between physical and digital retail, creating immersive shopping experiences.
  • Consumers will be able to virtually try on clothing, visualize furniture in their homes, and explore virtual showrooms.
  • These technologies will also enhance in-store experiences, providing interactive product information and personalized recommendations.
  • The rise of the Metaverse, and the improvement of AR glasses will push this technology into daily use.

Staying Agile in a Competitive Landscape

Perhaps the most important finding from the State of Commerce Ops Report 2025 is the need for operational agility. The most successful retailers maintain flexible systems and processes that can adapt to changing market conditions.

This agility extends beyond technology to organizational structure and decision-making processes. Businesses thriving in 2025 have built teams capable of quickly pivoting strategies while maintaining operational excellence.

Connect Your Commerce Ops with Linnworks

As your business continues to scale, the need for streamlined operations and integrated solutions becomes increasingly critical. Linnworks offers a comprehensive platform designed to address the full spectrum of ecommerce challenges highlighted in this report.

With centralized inventory control, real-time management, automated workflows, seamless marketplace integration, and powerful analytics, Linnworks provides the operational foundation needed to thrive in today’s complex ecommerce environment.

Discover how Linnworks can transform your ecommerce operations. Request your free demo today to learn more.