The New Normal in E-Commerce: What 2024 Taught Us and How to Prepare for the Challenges Ahead

20.12.2024 | Anna Konopa, CEO of Setup.pl & owner of Konsystem Gruppe

When I took my first steps in e-commerce back in 2010, starting sales on the German eBay—just before Amazon began its irreversible climb to becoming the dominant marketplace—the world of online commerce looked entirely different. At that time, intuition and courage often replaced data and analytics, and channel diversification and cost optimization still seemed like concepts reserved for a select few market pioneers.

Today, after more than 13 years of experience, operating on 16+ marketplaces with my sales company, Konsystem Gruppe, and actively developing Setup.pl, I observe this market with a much cooler perspective—both as the CEO of an e-commerce agency and as a seller who has already witnessed more than one downturn, boom, and “new normal.”

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From the Pandemic Boom to a Challenging Stabilization

The past few years have been like a roller coaster for the e-commerce industry. The pandemic-fueled growth attracted new customers as well as media, investor, and entrepreneurial attention. Many of us, myself included, hoped that this spectacular increase in online demand would remain permanent. Today, at the end of 2024 and looking ahead to 2025, we have to admit: that boom was a one-time, exceptional phenomenon.

Global economic challenges, rising energy, logistics, and labor costs, as well as geopolitical tensions and inflation, have stabilized the market. Not at the level of the pandemic’s record highs, but at realistic, balanced levels that reveal new problems—cost pressures, relative stagnation in demand, and the necessity to compete not only through sales channels, listing appeal, or price but also through quality, speed of service, and the overall customer experience.

Although we still serve a large portion of mass-market sellers, the key now lies in building loyalty and deeper relationships with recipients. Because in this demanding world where I develop a business and raise children, I know how important lasting bonds, trust, and mutual understanding are.

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The Year 2024: Data From the German Market as a Barometer of Change

Germany, where I myself began my e-commerce adventure, has long acted as a barometer for European economy. According to Creditreform, 121,300 insolvency proceedings were declared in Germany in 2024 (+10.6% year-on-year), including 22,400 corporate bankruptcies, which represents a 24.3% increase.

This is a clear warning signal. The drop in competitiveness, energy costs, and the lack of clear innovative impulses affect that market, and the repercussions of these disturbances echo throughout Europe. For Polish sellers operating in the DACH region, this is an indicator that the coming year will require even greater vigilance, optimization, and readiness to adapt.

In my view, it is crucial to adjust strategies now to this new, more challenging normal. Buyers, accustomed to fast deliveries and a wide selection, have become more sensitive to price, quality of service, and transparency of operations. During the pandemic—when they had no other choice—consumers purchased more and more willingly. Today, online shopping must once again earn its added value, going beyond the “banality” of offers that are available everywhere and at all times.

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BEOMNI 2024 Conference – Efficiency as the Response to Challenges

In October of this year, we organized the BEOMNI 2024 conference, focusing on the subject of efficiency. Why this particular focus? Because when simple recipes for growth end and the market slows, the only certainty is the effectiveness of one’s actions—whether in communicating with the customer, managing data, or in all logistics and supply chains. Experts and practitioners who spoke at BEOMNI 2024 confirmed that we are entering a stage where the greatest value lies in the ability to efficiently use available resources, technologies, and analytical tools.

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Key Areas of Development and Trends for 2025

1. Automation and Artificial Intelligence (AI)
   AI is no longer just a buzzword; it’s a real driving force in e-commerce. From repricing (dynamically changing prices depending on demand and competition) to personalized product recommendations, as well as automating warehouse processes and providing customer service support. What’s crucial, however, is implementing AI sensibly—where it brings real value and improves efficiency, and not just because it “looks good on paper.”
   
   
2. Supply Chain and Fulfillment Management
   In 2025, customers will value fast and reliable deliveries more than ever. Same-day delivery, sustainable supply chains, channel integration (omnichannel), cross-border operations, and warehouse automation are the five pillars on which effective fulfillment will rely. At Setup.pl, we have been investing in these areas for a long time because we believe that the battle for the customer will be won right here.
   
   
3. Security and Compliance
   Cyber threats, new regulations (Cybersecurity Act, Cyber Resilience Act, E-Invoicing, NIS-2, DORA, DSA)—all of this means that regulatory compliance and data protection will become indispensable standards. A lack of compliance results in financial losses, and a loss of reputation and customer trust. That’s why at Setup.pl, we’ve always monitored legal changes and prioritized transparent data management (standardization, GTIN, 2D codes, RFID in the warehouse), building stable foundations for our clients.
   
   
4. New Shopping Experiences—Spatial Commerce, AR, VR
   With the development of AR and VR technologies, a spatial form of commerce (Spatial Commerce) is emerging that can engage consumers in a completely new way. Younger customers, raised in a world of virtual experiences, will expect immersive journeys that go beyond the boundaries of simply clicking and adding a product to the cart. This isn’t science fiction; it’s the next step in the evolution of e-commerce, and platforms like Shein or Temu already redefine the marketplace ecosystem by offering tools and services in the “Supply-Chain-as-a-Service” model.
   
   
5. Re-Commerce and Ecology
   Growing environmental awareness encourages customers to seek alternatives: resale, repairs, and reuse of goods. Re-Commerce is becoming increasingly popular, and its development in 2025 will be both an additional challenge and an opportunity to stand out. After all, more conscious customers are also customers who are loyal to socially and environmentally responsible brands.
   
   
6. Loyalty Instead of Transactionality – The Key to Success
   Building lasting relationships based on trust with customers is a genuine remedy for tough times. Loyalty acts like a shield against market fluctuations and enables long-term growth. When a customer feels appreciated and heard, rather than just “served,” they become a partner, not a one-time buyer.
   
   
7. Courage in Cost and Tax Optimization
   In times of cost pressure, we cannot be afraid of bold decisions. Searching for hidden costs, tax optimization, changing tax partners—especially in cross-border sales and VAT registrations—can determine the profitability of a business. But it’s worth doing this prudently, not just to “save money” but to build more stable foundations for future growth. Sometimes, roles, tasks, and relationships need to be reorganized to function better together.

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Diversification as a Remedy for Crises

I have observed for years how diversifying sales channels allows one to survive turbulent periods. At one time, we focused on eBay and Amazon; today, we sell on 16+ marketplaces. Many times, this spreading of risk helped avoid painful losses. That’s why, heading into 2025, we haven’t stopped looking for new markets, partnerships, and opportunities for expansion.

At Setup.pl, we have created an ecosystem of solutions that enable multichannel expansion throughout Europe, and increasingly onto other continents as well. We prioritize processes, efficient fulfillment, APIs, process automation, and data integrations because that’s where we see the future of online commerce.

Sometimes this requires courage—changing the team, supplier, logistics partner, or accountant. However, the best thing we can do for the future is often to make changes today, without sentimentality but also without losing warmth and respect—for those we part ways with and for ourselves.

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Generation Z – They’re Unique and Increasingly Affluent

In the eyes of Generation Z, shopping is no longer a boring chore, but a form of pastime and enjoyment. According to research, the number of young consumers who cite “joy” as the main reason for choosing a brand is almost twice as high as among older generations. Traditional factors—product reliability, simple cost transparency, or fair pricing—take a back seat in light of sustainability, innovation, or authentic recommendations from friends. For younger people, what matters is how shopping affects their mood and emotions, not just the product itself.

What’s more, younger generations allocate more and more of their resources to experiences: travel, fitness, entertainment. Physical goods are only one element of their lifestyle, often less important than experiences or relationships. This is a clear indication that to connect with these customers, we need to offer them something more than just the “deal of the day.”

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Reflection, Responsibility, and Support for Local Initiatives

Year’s end is a time for reflection, and the upcoming Christmas season encourages us to pause. Just as in e-commerce we shouldn’t ignore global trends, so too in social life we can’t turn a blind eye to local needs and problems. At Setup.pl, we’re involved in social initiatives, support the La vie La vie cancer foundation, help educational centers in smaller towns near Wrocław, and care about the environment—even the simple act of gathering acorn seeds as an entire team to give to forestry efforts for future generations. These are small gestures, but I believe no business can be fully responsible without a social context.

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Looking to the Future With a Cool Head and Optimism

Let’s not fool ourselves—2025 will not be easy, but it’s not the first time we’ve faced challenges. As a mother, I know that difficult moments are part of growth and teach us empathy, courage, and creativity. It’s the same in business: it’s not worth getting discouraged but rather making use of experience, data, technology, and the values we care about. Instead of worrying about difficulties, it’s better to look for innovative solutions, build loyalty, and remember that lasting success comes from diligent work, trust, and mutual inspiration.

During this holiday season, when it’s time to rest and spend time with family, I wish you peace, warmth, reflection, and courage. The courage to change what needs changing. The wisdom to see that relationships with customers, values, and responsibility are the driving forces for the coming years. And finally, the determination to keep reaching for dreams in 2025, to be involved in the community, to build loyalty, and to genuinely find joy in what we create.

Merry Christmas and a Happy New Year!

Anna Konopa with the entire team