At NRF* 2025 (the annual National Retail Federation tradeshow), the industry focused on practicality, moving beyond buzzwords to emphasize real, actionable eCommerce trends. For Outdoors, Sports, Lifestyle, and Wellness brands, the spotlight was on simplifying tech, maximizing existing investments, and delivering seamless, personalized shopping experiences. Let’s dive into the key eCommerce takeaways that will drive success in 2025.
1. No Big Trend Stealing the Show: Focus on What Works
Rather than chasing flashy innovations, NRF 2025 emphasized refining what already exists. Outdoors and Sports brands are investing in the tools they already have to optimize the customer experience. For example, Nike uses advanced AI to personalize product recommendations and streamline purchasing, creating a seamless digital experience for customers.
Retailers are now asking: "How can we make our existing platforms more efficient?" Brands in this space are using data to improve what’s already in place—whether that's better search functionality, more personalized recommendations, or improving product availability.
2. Simplify, Simplify, Simplify: Consolidating Tech Stacks
The complexity of bloated tech stacks is out. NRF 2025 highlighted the importance of consolidating platforms to reduce redundancy and improve efficiency. Lululemon, for instance, integrated its CRM and eCommerce platforms, allowing for better inventory management and targeted marketing efforts. The goal? Fewer systems, less complexity, and a more streamlined approach to delivering value to customers.
In the Outdoors and Sports sectors, consolidation means ensuring that eCommerce platforms, mobile apps, and physical store systems are working together to provide a seamless experience.
3. Maximizing Existing Investments: Efficiency Over Excess
Tech investments from the past few years have led to some underutilized tools. NRF 2025 emphasized getting more out of what’s already in place. Under Armour improved its use of CRM to create highly personalized email campaigns that engage customers with tailored promotions, increasing conversions without needing to invest in new platforms.
For brands in the Outdoors, Sports, and Wellness sectors, this trend is about using data and analytics to get more value out of existing systems, from customer insights to inventory management.
4. AI Agents: Taking Care of the Boring Stuff
AI is no longer just about automation; it’s becoming a critical tool for efficiency in eCommerce. NRF 2025 showed how AI agents are stepping in to handle repetitive tasks, leaving more room for strategic work. For example, Peloton uses AI for personalized workout recommendations and for assisting customer service inquiries through chatbots.
In eCommerce, AI is helping brands automate tasks like inventory tracking, customer service, and product recommendations, allowing teams to focus on higher-value activities like strategic growth and innovation.
5. Composable Commerce: Purpose-Driven Flexibility
Composable commerce is still relevant but only when it solves specific problems. NRF 2025 emphasized using composable systems strategically to improve customer experience. The North Face and Decathlon are leading the way by customizing their platforms to address unique customer needs, such as bundling outdoor gear or offering region-specific promotions.
Rather than opting for a fully composable approach, brands are focusing on tailoring solutions for specific eCommerce challenges, such as improving product discovery or enhancing the checkout process.
6. Omnichannel Experience: Connecting Digital and Physical
The integration of online and offline channels is a must for 2025. NRF 2025 highlighted how important it is for retailers to offer a seamless omnichannel experience. REI and Lululemon excel at this by allowing customers to purchase products online and pick them up in-store, or book personalized shopping sessions in person after browsing digital options.
For Outdoors and Sports brands, omnichannel means ensuring the eCommerce site, mobile apps, and physical stores all work together to offer a cohesive, convenient experience for customers.
Final Thoughts:
NRF 2025 reinforced the shift toward optimizing existing systems, simplifying tech stacks, and delivering personalized, seamless eCommerce experiences. For Outdoors, Sports, Lifestyle, and Wellness brands, these trends highlight the importance of efficiency, integration, and customer-centric solutions. Moving into 2025, the focus should be on improving what’s already working—streamlining operations and using data to create a more personalized, efficient shopping journey.
* About NRF 2025 Retail’s Big Show : NRF 2025 took place at the Jacob K. Javits Convention Center in New York City from January 12-14, 2025. The event brought together nearly 40,000 retail industry stakeholders and 5,000 brands, showcasing the latest trends and innovations in retail. O2 Commerce and ZaneRay were present to connect with industry leaders, share insights, and explore new opportunities for driving eCommerce growth and transformation. Their combined expertise in data-driven solutions and digital commerce empowers brands to optimize their online environments and deliver exceptional customer experiences.
Author: Simon Robillard