Marketplace Talk: November ecommerce news 2025

🛍️ AI-powered shopping takes center stage

ChatGPT introduces a shopping research tool

OpenAI has launched shopping research, a conversational buying guide that helps users compare products, refine preferences, and receive personalized recommendations. The tool gathers verified information across the internet and presents tailored buyer’s guides with specs, prices, availability, and tradeoffs. It works across web and mobile for Free, Go, Plus, and Pro users with nearly unlimited access during the holiday season. Pro users can also receive proactive recommendations via Pulse based on their ongoing interests.

Target set to launch ChatGPT shopping app with multi-item baskets

Target is preparing to roll out a beta ChatGPT app enabling shoppers to make multi-item purchases, buy fresh food, and choose pickup, drive up, or shipping. Users can connect their Target accounts for personalized recommendations, with Target Circle integration and same-day delivery coming soon. Target becomes one of the first major retailers offering advanced commerce functionality inside ChatGPT, expanding its digital strategy during a period of declining store and merchandise sales.

“AI-driven commerce is moving faster than anyone expected. Brands that embed discovery and checkout directly into where consumers already spend their time will shape the next phase of digital shopping.”

Jordi Vermeer,
VP of Revenue, North America

🎁 Holiday discovery and gifting trends

Pinterest unveils data-driven holiday gift guides

Pinterest has rolled out hundreds of gift guides for its Holiday Edit, using search, click, and save data to curate categories like fashion, tech, home, and beauty. Themes reflect trending searches, including the indecisive boyfriend and the frequent flyer. Celebrity curated boards from Pamela Anderson, the Jonas Brothers, and others drive additional engagement. With new personalization tools and AI-powered ad features, Pinterest strengthens its position as a top discovery hub for Gen Z holiday shoppers.

🌍 Cross-border marketplaces and global expansion

Nordic shoppers turn to cross-border deals

Cross-border ecommerce continues to soar in the Nordics, with 78% of consumers buying from abroad in the past year, mostly due to lower prices. China remains the leading source, while Sweden and Denmark are emerging as competitive alternatives. Norway leads regional growth with a 14.7 percent increase. Recommerce is also rising fast, particularly among younger shoppers, fueling platforms like Vinted and Tradera.

Allegro accelerates cross-border expansion

Allegro now serves 4.2 million international customers, up 50 percent from last year, with international GMV rising 56 percent. Strong momentum in Poland continues, supported by Allegro Pay and Allegro Smart. The marketplace is expanding across Central and Eastern Europe and adding services like Allegro Delivery, business financing, cashback options, and AI-assisted product discovery.

Amazon becomes Belgium’s number two online retailer

Amazon has climbed to the second-largest ecommerce retailer in Belgium just three years after launch. A 1 billion euro investment through 2027 will fund logistics growth, including same-day delivery for key categories and expanded cargo bike fleets. Despite overtaking Coolblue, bol remains the market leader. Amazon is also investing heavily in the Netherlands, with 1.4 billion euros planned over three years.

SHEIN and Temu gain ground in Germany

These marketplaces now generate 3.3 billion euros in annual German sales, reflecting strong consumer demand as one in five shoppers plans to buy from SHEIN and Temu during the holidays. Their rapid growth highlights the continued momentum of affordable cross-border ecommerce in Germany. At the same time, policymakers are reviewing customs exemptions for low-value imports and exploring stronger enforcement as cross-border purchases outside the EU are expected to reach 8 billion euros this year.

"Cross-border growth is no longer a side strategy. As shoppers in the Nordics, Germany, and Central Europe increase their spending on marketplaces across Europe, brands that sell through only one channel are missing entire customer segments. The sellers who win are the ones syndicating their catalog to multiple markets and using a marketplace integrator to manage pricing, stock, and compliance in one place."

Dex van Hofwegen,
Director of Sales & Customer Success

📊 Regional ecommerce performance and consumer behavior

Swiss ecommerce sees strongest growth since 2021

Swiss online sales grew 9 percent through Q3 2025, outpacing the modest growth seen in 2024. Categories including Hobby, Toys, Home, Living, and Sports posted double-digit gains. Fashion declined 7.4 percent, though this excludes major international players. When cross-border sellers are included, the fashion segment is likely growing overall.

Mobile shopping hits a new high in Denmark

Mobile commerce reached record levels, with 53% of online orders in Denmark completed via smartphone. Young adults and families drive the shift, with mobile usage reaching up to 68 percent. Vinted entered the list of top online stores for the first time, claiming the second spot behind Zalando and signaling the mainstreaming of recommerce.

Number of online stores in the Netherlands rises again

The Netherlands now hosts more than 103,000 online stores, recovering from a brief decline earlier this year. Entrepreneurial activity remains strong, with an average of 18 new stores launched per day, mostly by self-employed sellers. Fashion remains the largest category, followed by general assortments and home and garden.

“As we expand into new markets and channels, consistent product content becomes a growth lever, not an afterthought. When customers switch between apps, devices, and marketplaces, only brands with accurate, localized titles, attributes, and imagery show up where it matters. In every new channel we activate, content quality is what determines whether shoppers choose you or someone else.”

Artan Recica,
Manager New Channels