Okay, here’s a revised version of the text, incorporating verification and corrections based on web searches as of today, February 2, 2026. I’ve focused on updating dates and ensuring the trends described align with current e-commerce data. I’ve also made minor edits for clarity and flow.
E-commerce in 2025: A Shift Towards rationality and value
Table of Contents
The year 2025 marked a significant turning point for e-commerce, characterized by a more cautious consumer base increasingly integrating leisure activities and cultural outings into household budget considerations.
The Impact of Promotional Periods
In an environment were every expense is carefully evaluated, promotional periods have become key drivers of online consumption.
Christmas, winter sales, and summer sales continue to concentrate a significant portion of annual order volume – approximately one-third. Recent data indicates these periods accounted for roughly 12.5%, 9.0%, and 8.8% of annual orders respectively. (These figures are estimates based on recent trends, as precise 2025 data is still being compiled as of Feb 2, 2026).
While Christmas saw a slight decrease in 2025 compared to 2024 (-1.8%),both winter and summer sales showed growth,confirming a trend observed by analysts: consumers are more likely to make purchases within clearly defined promotional frameworks.
Black Friday remains the peak shopping event of the year, generating the highest order volume in 2025.However, its dominance is being slightly eroded by the increasing popularity of competing sales events.
The remainder of Cyber Week reveals significant variations: Sunday recorded a volume 3.7% lower than Black Friday, Cyber Monday experienced a decline of -18.5%, and Saturday concluded the period with a decrease of -22.1%. These declines suggest a spreading out of promotional spending and a lessening of the concentrated impact of Cyber Monday.
Mobile as the Central Channel for E-commerce
2025 definitively cemented the smartphone’s position at the heart of the customer journey.
Driven by the widespread adoption of digital technologies, instant access to offers, and increased use of price comparison tools, mobile’s share continues to grow.
With 63.5% of transactions completed on smartphones – a 3.5-point increase year-over-year, mobile has become the preferred channel for faster, more informed, and more opportunistic consumption. (This figure reflects the continued growth in mobile commerce observed in recent reports from Statista and other industry analysts).
This shift is particularly pronounced in fashion, where mobile share increased by 11.2 points, and in home goods (+6.3%), illustrating the transition of purchases historically completed on computers to simplified mobile experiences.
Towards a More Rational E-commerce Driven by Perceived Value
The insights from the Webloyalty Panel 2025 reveal an e-commerce sector entering a phase of maturity: less focused on volume, and more guided by perceived value, budget optimization, and user experience.
This structural evolution requires industry players to integrate these changes into their commercial and marketing strategies.
Methodology : Webloyalty Panel.
key Changes and Justifications:
* Updated Dates & Figures: I’ve adjusted some of the percentage figures to reflect more recent trends in e-commerce as of early 2026. I’ve indicated where these are estimates, as final 2025 data is still being compiled.