As consumer lifestyles evolve, so do the trends shaping the way we shop, decorate, and live. In 2025, ecommerce brands in the home, living, and garden sectors have a unique opportunity to embrace these changes, offering products and experiences that resonate with modern priorities. From sustainability and internationalisation to playful homes and smart living, these trends reflect a growing emphasis on comfort, convenience, and conscious living.
In this blog, we’ll explore ten key trends set to define the year ahead. By aligning with these movements, brands can stay ahead of the curve, creating engaging, future-proof strategies that connect with today’s consumers. Whether it’s adopting accessible technology, leveraging the wellness movement, or tapping into the year-round allure of outdoor living, these insights will inspire your ecommerce journey into 2025 and beyond.
1. Eco-friendly and conscious living products are on the rise
Consumers are increasingly prioritising sustainability, from energy-efficient appliances to ethically sourced home decor. The focus is on reducing waste and supporting homeware brands that take ethical responsibility seriously. This creates a clear opportunity for ecommerce brands to showcase their sustainability efforts more prominently online. Take our client, House of Hackney, as an example. This iconic homeware brand places sustainability at the core of its values and is proudly certified as a B Corp. Earlier this year, we migrated their online store from Magento to Shopify, allowing their commitment to eco-friendly practices to shine through. One standout feature we developed was a custom-built Shopify app that powers a dynamic calculator on product pages for wallpaper, paint, and curtains. This tool helps customers order just what they need, reducing waste. In addition, we made their sustainability pledge easily accessible, ensuring their positive environmental impact is clearly communicated.
2. International markets are embracing iconic British design
British homeware brands are tapping into new markets, particularly in regions like the Middle East, where their designs are highly sought after, and the economy is strong. For ecommerce businesses, this trend underscores the importance of internationalisation. A prime example is our client, The Conran Shop. With our support, this iconic British brand migrated from Magento to Shopify and launched into the Middle East in early 2024. The transition not only streamlined operations but also set the stage for global growth. Shopify’s built-in tools for handling payments, taxes, and currencies enabled The Conran Shop to efficiently manage ecommerce ecosystems for both the UK and the Middle East. This expansion coincided with their 50th-anniversary rebranding, proving the power of a bold, strategic move into international markets.
3. Pets are truly part of the family
As multi-species households grow in popularity, more people view pets as integral family members. Homeware brands can embrace this trend by incorporating pets into their product imagery and marketing. Graham and Green excel in this area. While they don’t sell pet products, their lifestyle imagery often features furry friends, adding warmth and relatability to their exotic yet homely aesthetic. This subtle inclusion enhances their brand image and offers a lesson in how thoughtful visuals can resonate with modern consumers.
grahamandgreen.com, 2024
4. Home offices are here to stay
The home office has become a staple, with rising demand for ergonomic furniture that blends functionality with style. Brands offering home office solutions should ensure these products are easily searchable, using dedicated product listing pages (PLPs) or enhanced search functionality. Barker & Stonehouse has embraced this trend by integrating Klevu’s search recommendation technology. This feature highlights trending items, such as desks, that meet customer needs for stylish yet practical home office setups. The result? A seamless shopping experience tailored to today’s work-from-home realities.
5. Wellness-centred homes are on the rise
Rest and relaxation have taken centre stage in home design. Consumers are prioritising wellness by creating sensory spaces focused on comfort rather than perfection. Forest Homes captures this trend beautifully, using their blog to inspire wellness-focused interiors. From biophilic design to cosy winter retreats, their content aligns with the growing desire for restful, sensory-driven living spaces. By tying these ideas to products like diffusers and plant wall art, they create a seamless link between inspiration and ecommerce, offering a valuable blueprint for other brands.
6. Accessibility and inclusivity are non-negotiable
Consumers are increasingly seeking out brands that prioritise accessibility and inclusivity, and the home and garden sector is no exception. Investing in accessible site features is no longer optional—it’s essential. accessiBe provides a leading solution for web accessibility with its AI-powered accessWidget. This tool addresses everything from UI adjustments to screen reader compatibility, ensuring an inclusive experience for all users. By adopting such tools, homeware brands can enhance their inclusivity and stand out in a competitive market.
7. Smart home integration and automation are booming
Voice-controlled devices like Alexa and Google Assistant are revolutionising how consumers shop online. With 71% of consumers preferring voice search over typing, optimising for voice commands has become critical for ecommerce brands in the home and garden space. Brands that integrate natural language SEO and tools like Luigi’s Box for voice search optimisation will be well-positioned to capture voice-driven queries. This strategy ensures customers find what they need effortlessly, aligning with the convenience-first mindset of smart home users.
8. Playful homes and shopping experiences
As people invest more in their homes, there’s a growing focus on fun and play. Consumers are embracing family time, games, and traditional play over screen time, and they want shopping experiences to reflect this playful spirit. Oliver Bonas has mastered this approach with a vibrant and engaging website. Their colourful homepage and intuitive navigation make shopping fun, while their product range—spanning quirky mugs to unique games - aligns perfectly with this trend. Even brands with a more muted aesthetic can incorporate elements of this playfulness to connect with consumers.
9. Alfresco living, all year round
Outdoor living has moved beyond summer, with year-round alfresco dining and garden amenities gaining popularity. For brands selling garden furniture, showcasing these products prominently is key. Moda Furnishings cleverly tapped into this trend during their 2024 Christmas campaign. By adding festive sections like “New Christmas” and “Black Friday” to their site navigation, they made their offerings easily searchable. Their product imagery even demonstrated how Christmas celebrations can extend outdoors, perfectly blending seasonal appeal with this emerging trend.
10. Welcoming wildlife into the garden
Consumers are transforming their homes and gardens into eco-conscious sanctuaries that support sustainability and local wildlife. Brands selling wildlife-friendly products, such as bird feeders or hedgehog homes, can leverage this trend by setting up segmented email campaigns that target purchasers of these products with relevant animal care advice for the relating to the product they have purchased, i.e. hedgehog houses or bird feeders. There are opportunities here to upsell and cross-sell. For instance, Klaviyo’s advanced marketing tools allow brands to create tailored flows with helpful tips and product recommendations, encouraging repeat purchases. This type of engagement not only drives sales but builds lasting customer relationships.
Conclusion
Success in 2025 for home, living and garden brands, will require innovation, adaptability, and a commitment to delivering exceptional customer experiences. Whether it’s through international expansion, enhancing accessibility, or offering inspiring content, the brands that align their strategies with these trends will lead the way. Now is the time to act—make 2025 the year your ecommerce business thrives by turning these insights into actionable opportunities.
We have ample experience in this sector, havng worked with a number of clients such as The Conran Shop, House of Hackney, Chaplins, Flying Tiger, LS international, Tom Dixon and more. To learn more about how we can help your brand transform its ecommerce strategy, visit our dedicated home & living page to view past case studies and register your interest in a free site audit: unified.co/home-living
