Consumer trends 2025: the new digital market landscape

"Consumer trends" determine how our customers shop today, especially after the rapid changes in the economy and technologies. HubSpot's latest annual report (State of Consumer Trends Report) captures key developments in consumer behaviour at a global level. Combined with data for Greece, we will analyse all sections of the report to fully understand:

• What are the new standards of digital consumers?
• How "social commerce" is evolving and the mobile commerce;
• What changes the changes bring artificial intelligence (AI) in the buying experience;
• Which issues such as sustainability and data protection become a priority?
• How do Greek consumers respond to these trends?

Understanding all these issues is crucial: companies that ignore the new rules will not be able to buying habits are in danger of being left behind. Each section of the article includes practical tips and examples of implementation so marketers and entrepreneurs can adjust their strategy. In particular, the analysis of consumer trends of your customers is essential for success. Next, we will analyze in detail the consumer trends per module.

The digital future consumer

According to HubSpot, the future consumer is digitally experienced and informed. Prefers mobile phone and social media for shopping. Younger generations (Gen Z and Millennials) love influencer suggestions and short video content to get ideas and inspiration. Traditional "search engines" are slowly being replaced by searches on social media platforms or AI chatbots.

Consumers are now demanding that businesses plenty of options: different payment methods, flexible shipping (e.g. click & collect) and multiple customer service channels. Although many are experimenting with AI, confidence in this technology remains relatively low. For example, 33% of consumers trust AI-generated content, while most want clarity on how the technology is used. At the same time, despite the pursuit of faster service, the sustainability and social values have started to play a bigger role in markets. Consumers now evaluate a brand based on its environmental footprint and ethical production.

Top global trends

• Social commerce (social commerce): Social media are becoming the main places for product discovery. 41% of global consumers discovered a product via social media in the last three months. For 25% of all social media users these discoveries led to a direct purchase, while for Gen Z and Millennials this figure rises to 43%. Influencers are playing an increasing role: 21% of consumers have purchased a product following an influencer recommendation, and this figure rises to 27% for Gen Z.

Virtual representation of the mobile commerce: the consumer makes a purchase from their mobile phone. As HubSpot reports, 71% of young people (Gen Z) shop via smartphone, highlighting the importance of a seamless mobile experience.

• Mobile commerce (mobile commerce): Consumers now use their mobile phones more than any other device to shop online. In Generation Z, the figure reaches 71%. This means that any website or e-shop needs to be mobile friendly (responsive design) and fast in performance. For example, if the mobile shopping interface lags, almost 70% of users will abandon the site. Many businesses now offer one-click checkout or integrate digital wallets (Google Pay, Apple Pay) to increase conversions. At the same time, the proliferation of 5G enables new services (e.g. AR shopping). In the Greek market, 85% of adults own a smartphone and 75% shop via it, so any mobile optimization directly increases customer satisfaction.
• Artificial Intelligence & Search: 60% of consumers want to use AI to save time and make smart purchases. Search engines are already incorporating AI (e.g. Google Bard, Bing AI) for more accurate results. In HubSpot's survey, 76% of respondents find GenAI-enhanced search more interesting than traditional search. In addition, 72% plan to use GenAI-enhanced searches for shopping in the future. Despite the readiness for new technologies, most users still desire human touch, asking for a clear indication when talking to a bot.
• Trust & human contact: Despite digitalisation, customers still seek human support at critical points. Nearly one in four consumers prefer to contact via Direct Message on social media for service. In more complex transactions (e.g. travel packages, high-value purchases) people still ask for personal contact and guidance. Businesses like major airline and hotel chains maintain live phone service for this very reason.
• Corporate values & sustainability: Consumers attach great importance to the values of a brand. HubSpot reports that a growing percentage are avoiding brands with unclear environmental practices. It is telling that 70% of consumers would pay a little more for a product that is sustainably produced (global survey). In Greece, a large proportion of younger consumers (Gen Z) say they would prefer to spend more money on "green" products - for example in supermarkets where there is an organic section. At the same time, support for local businesses is gaining momentum: about 1/3 of consumers say they prefer to buy from small Greek companies to boost the neighbourhood economy.
• Authentic content & quality: Customers are "thirsty" for real, authentic content. Almost 63% believes that marketing videos should be Original than well-made. Types of content such as behind-the-scenes or user-generated content are gaining trust. In addition to the way products are presented, what consumers buy is changing: there is a "less is better" mentality - they prefer products of high quality and durability. Globally, sales in durable goods (e.g. quality clothes, electronic devices) are increasing as families want to invest in selected goods rather than accumulate a lot of cheap ones.
• Emerging trends: New forms of shopping appear on the horizon. Virtual pop-up shops on the metaverse allow users to explore products in a virtual space. Shopping via voice commands (voice commerce on Alexa/Google Home) is beginning to be studied by retailers. Meanwhile, the buzz around Web3 surface materials: most consumers remain wary of transacting with cryptocurrencies and NFTs, as their prices are fragile and familiarity low.

Greece in this picture

Many of the above trends are also found in Greece, often with Greek specificities. E-commerce has taken off: the 54,17% of Greek internet users made an online purchase in 2024 (from 38% in 2020).According to Eurostat data, in 2024, 78% of Greek internet users made at least one online purchase, a percentage that now exceeds the European average. It is noteworthy that the most popular purchase category is clothing/shoes (45%), while the second most popular is food delivery (21%). These figures confirm the momentum that online shopping has gained in Greece. At the same time, however, Greeks still love physical stores: for everyday products (e.g. supermarkets) only 12% of consumers order online, preferring to check the products themselves before buying them.

In the Greek public the following can be observed:

• Social commerce in Greece: Greek stores are adapting: many brands are creating Instagram Shops and offering Facebook Ads with direct purchases. In addition, TikTok is entering the scene strongly: about 30% of Greek young users are searching for products or following international influencers on TikTok. Greek social commerce is improving with new Greek Trends: e.g. hashtags for Greek brands (#kardia, #GreekBrands) are gaining momentum.
• Mobile commerce in Greece: The key device is the mobile phone. Over 80% of Greek adults use a smartphone (one of the highest rates in the EU) and many businesses are creating dedicated mobile apps or mobile-friendly websites. In addition, QR Payments and OTP payments (e.g. IRIS) are being introduced for even faster checkout.
• Trust in AI: In Greece, interest in AI is growing but confidence remains cautious. A recent survey showed that only ~25% of Greek consumers would try to complete purchases via AI chatbots, while 40% would like to know how their data is used. At the same time, more and more Greek e-shop websites are incorporating AI-powered recommendation systems and voice search (e.g. Greek voicebots for product codes).
• Privacy & values: Greek consumers are taking a keen interest in the protection of their data. Practices like cookies, GDPR and transparency in policies have a direct impact: nearly 40% say they avoid shopping via social media because of privacy concerns. At the same time, they admire businesses that respect society: 75% Greeks believe that Greek brands should demonstrate a clear commitment to social issues (e.g. diversity, equal rights). This has been demonstrated by the donations of many Greek companies to culture and social welfare in 2024 - the consumer audience recognizes and rewards this.

Overall, the Greek public responds to a digital, value-oriented market model. Companies in Greece are betting on decentralized service (e.g. social chat), alternative payment methods (installments, e-wallets), and loyalty strategies.

Conclusions & Action Guidelines

Main conclusions - The trends suggest that:

• The social commerce and the mobile commerce will continue to thrive. Our audience discovers products on Instagram/TikTok and buys on mobile. Businesses need to be where customers "look".
• The user experience (user experience) on any digital channel is crucial. Fast mobile pages, simple payment methods and easy-to-use UI/UX increase sales.
• The artificial intelligence should be integrated gradually and transparently. Chatbots for simple questions or personalised product recommendations make shopping easier, as long as the user knows when he or she is talking to a "machine".
• The authenticity & values "sell". Create content that feels human - short stories, product explanations, "one day" videos. At the same time, clearly showcase your sustainability or social contribution efforts. E.g. place banners in the eshop or announcements on social about green practices or donations to charities.
• The data and the Transparency gain trust: ensure that your GDPR policies are clear and that customers choose how their data is used.

Instructions & Examples:

1. Contact: Use Instagram stories for polls on new products, or webinars where you answer customer questions live. Example: A Greek food e-shop did a live cooking demo with food bloggers, leading to +35% increased sales of fresh ingredients.
2. Mobile-First: Make sure your website loads instantly on mobile and that it is simple (top banner, large "buy" buttons). Add click-to-call button for directions or a "local store locator" feature via GPS.
3. Social Ads & Influencers: Try Instagram/TikTok ads with shoppable tags. Work with people you know influencers for your generation - e.g. a famous Greek YouTuber presented products and increased sales by 20% in 24 hours.
4. AI and Data: Include a chatbot for simple questions (e.g. "where is my store?"), but make it clear that this is automation. Use Google/Meta analytics tools to track user behavior in real-time and adjust campaigns (e.g. increase budget where you see high engagement).
5. Values & Content: Post a short video e.g. about how your products are packaged, or about the people behind the brand. On the packaging, put a sign "for every purchase we donate X% to an NGO" or "30% recyclable packaging". Show practical steps: e.g. a clothing company provides a "return bag" for clothes to be recycled. These messages reinforce the feeling of trust.

The understanding and integration of consumer trends in all aspects of your strategy ensures that your brand remains relevant and competitive. By adapting products and marketing to consumer trends, you attract and retain customers. Constant monitoring of consumer trends ensures that you will continue to lead your market. Promote your practices, try new technologies without fear and keep the pulse of your customers.

Sources: https://blog.hubspot.com/marketing/state-of-consumer-trends-report