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10 Business Trends to Watch in 2025 and Beyond

This is the time of the year when our thoughts turn to the near future. What’s in store for the second half of the decade? Here are 10 trends for small business growth in 2025:

  1. AI and Automation: Artificial intelligence was in the spotlight in 2024, as more AI-driven apps and features appeared across industries. That spotlight will only get brighter in 2025. Look for more accurate, timely predictive modeling and analysis as more information of all kinds enters the AI data stream. This won’t just create better chatbots and error-free reports. Improvements in generative AI are building a compelling case for small businesses to incorporate it into their business model across a widening array of industries. More small businesses will harness AI to automate processes, predict costs and sales, and find new markets for their goods and services. 
  2. Sustainability Focus: Green practices will continue to attract environmentally conscious customers, particularly in younger demographics. And greener can be good for the bottom line as well the planet. Businesses that move to renewable energy and reduce consumption of water, fossil fuels, or raw materials can save money through lower production costs, less waste to dispose of, and reduced maintenance costs. Genuine sustainability initiatives will continue to be a major factor in many customers’ buying decisions in 2025. The key word here is genuine. Companies of all sizes must prove their greener status because shoppers are keenly aware of “green-washing,” and likely won’t buy from businesses that merely say they’re eco-friendly. 
  3. E-commerce Expansion: Expect more of the same in 2025. Small businesses that revamp for online shopping and direct-to-consumer models stand a very good chance of seeing growth in the U.S. and beyond. Prompt payment processing, more secure transactions, ease of use, and rapidly improving CRM tools are key drivers of this trend. Studies show that approximately 2.71 billion people shopped online in 2024 worldwide. B2B e-commerce is expected to reach $36 trillion by 2026, and B2C e-commerce could be worth $5.5 trillion by 2027. 
  4. Remote Work Models: More businesses will ask more workers to log more time at the office in 2025, whether to improve productivity and collaboration, or to strengthen esprit de corps. The trouble is, workers and prospective employees continue to put a high value on remote and hybrid work options. Secure remote connectivity, project management, and monitoring apps have evolved exponentially since the pandemic lockdown. Small business can grow by honoring workers’ remote/hybrid preferences as much as possible. 
  5. Personalized Marketing: Are you getting your message to the right buyers? The move to personalized and hyper-personalized marketing will gain steam in the coming year as more businesses implement and master the analytics that make it happen. This data-driven technique targets customers and leads with messages geared to their interests, demographics, and buying behavior. Perhaps this is one reason adults online are reportedly paying more attention to online advertising on almost all digital channels.
  6. Subscription Services: More companies will adopt subscription-based models for day-to-day business chores, marketing, web hosting, human resource and payroll management, and even their workforce. Subscription-based offerings are improving, but uncertainty will remain the key motivator for small businesses in 2025 (as always). Subscription costs are often a lower-cost alternative to asset ownership, and allow companies to scale up or down relatively quickly as their needs change. Companies that are considering subscription-based services will prioritize reliability, security, and rapid response to issues when they arise. 
  7. Cybersecurity: Cybercriminal malfeasance won’t evaporate in 2025 – far from it – so protecting against data breaches will remain critical. The speed and accuracy of AI-powered malware and ransomware are worrisome developments, enabling criminals to launch more sophisticated attacks against entire supply chains. AI-enhanced phishing expeditions will make bogus messages and texts more convincing. This is a good time to revisit employee training and contingency planning, as well as cyber insurance choices. 
  8. Digital Payment Solutions: Cash is still many consumers’ preferred payment method, but others - particularly in younger demographics - are more likely to opt for other ways to pay. In 2025, more consumers are expected to use digital solutions such as PayPal or Venmo, cryptocurrency, and contactless options, which use RFID or near-field communication (NFC) to enable secure payments. Businesses that offer more than one transaction method could strengthen their market position as well as accommodate customers’ preferences. 
  9. Social Commerce: Selling directly through social media platforms will expand, as businesses strive to reach customers where they increasingly spend their time. Facebook, Instagram, and other platforms enable companies to garner “social sales” from online communities. Expect more companies to seek out and collaborate with influencers in these communities in order to boost sales.
  10. Health and Wellness: Businesses offering wellness services or products will thrive this year for 2 reasons: First, workers value health and wellness benefits whether they work remotely or in an office. Second, employers can see lower medical costs and increased morale. Generative AI will get a workout here, too, in the form of app-based instructor and coaching services and connected devices that deliver personalized training, mental wellbeing checks, and other services. Financial wellness benefits are another emerging trend for 2025 and beyond.

In 2025, small businesses will find incredible opportunities by adapting to emerging trends such as AI advancements, sustainability, e-commerce growth, and personalized marketing. By embracing these innovations, prioritizing cybersecurity, and meeting evolving consumer expectations for digital payments, remote work, and wellness offerings, businesses can position themselves for long-term success. Focusing on genuine customer connections, efficient solutions, and forward-thinking strategies will be key to thriving in an increasingly competitive marketplace. With these insights, small businesses can confidently navigate the year ahead and build a resilient foundation for future growth.
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