What did Black Friday 2025 tell us? Key figures

Black Friday and the following Cyber Monday closed 2025 with record numbers for global e‑commerce, confirming the steady growth of digital commerce even in uncertain economic times.

For online sellers, these results are more than just figures: they are a clear signal that the “digital + experience + convenience” model continues to work.

Consumers reward brands that offer not only products but also a smooth, intuitive, and engaging shopping journey, showing that innovation in e‑commerce and the ability to adapt to new consumer needs remain key competitive advantages.

Global sales on the rise: key numbers

Global e‑commerce platforms set new milestones. Shopify reported that its merchants achieved $14.6 billion in sales over the Black Friday–Cyber Monday weekend, a 27% increase over 2024.

Shopify reported than more than 81 million consumers worldwide purchased from Shopify-powered stores, and the average cart value was $114.70 USD.

These figures show that we are no longer dealing only with “impulse discount shopping,” but with real demand: users are intentionally buying and often spending more.

The digital shopper profile: selective and value-oriented

The top-performing categories globally — and likely relevant for European markets as well — were cosmetics, apparel (tops & pants), activewear, fitness, and nutrition.

This trend indicates that post-2025 consumers are not just chasing low prices, but products that offer perceived value: utility, style, wellness, or lifestyle.

At the same time, adoption of digital tools that simplify the buying process: fast checkout, simplified payments, seamless UX.

All of that has become a critical success factor: Shopify reports a significant increase in orders through its proprietary Shop Pay system.

Smooth checkout, cross-border, and global opportunities

An aspect not to overlook, as again Shopify reports note: about 16% of global orders during BFCM were cross-border, meaning international shipping.

This is a strong signal: even small or medium brands, if structured for e‑commerce, can reach audiences beyond their home market.

Expanding into international markets, investing in logistics and multilingual communication, and optimizing checkout and shipping can turn a local niche into a global audience.

Implications for sellers: key data

Even if the most solid data come from global markets, the 2025 wave offers a model to follow for global and european e‑commerces:

• Focus on quality, value-driven product categories (fashion, wellness, personal care, fitness, lifestyle) rather than deep discounts.
• Optimize user experience, checkout, logistics, and payment options, because convenience is now part of the product offering.
• Consider internationalization: digital platforms allow market expansion without major physical infrastructure.
• Leverage brand positioning and value storytelling as a strategic lever: quality, aesthetics, and identity can outperform extreme price cuts.

Conclusion: Black Friday 2025 as a Test for the Future of E‑commerce

Black Friday–Cyber Monday 2025 shows that e‑commerce is not a passing trend; it is evolving.

Record sales on global platforms, a non-trivial average cart, demand for value-oriented categories, and the importance of user experience demonstrate that the online market remains fertile.

For anyone managing an e‑commerce business (or planning to start one) the lesson is clear: discounts alone are no longer enough.

Brands must focus on a sustainable model, emphasizing quality, convenience, identity, and an international outlook. If 2025 was the test, 2026 could be the year of maturity.