Black Friday 2025 review: lessons to learn for your digital strategy
The verdict of Black Friday Cyber Monday (BFCM) is in: far from running out of steam, the event confirms its strength with historic sales volumes. Behind these figures is a profound transformation in purchasing behavior. The consumer is becoming organized, demanding and technologically mature. For e-retailers, this 2025 report is a crucial roadmap to prepare for the year 2026.
The end of impulse buying: time for “proven value”
This is the paradox of this year: customers plan to spend more, with an average budget for the BFCM (Black Friday Cyber Monday) period estimated at $192 in 2025.
However, this budget is “under control.” The buyer compares, plans and seeks to rationalize every euro spent.
- The challenge for your brand: You must prove your value instantly. Promotion is no longer enough; the quality of the product, the clarity of the offer and reinsurance are essential.
- The number to remember: 46% of buyers are looking for a “quick and easy” journey above all.
The mobile experience and the checkout confirm their dominance
It is a fundamental trend that becomes an immediate sanction: the mobile dominates, and it does not forgive any friction. The report highlights an alarming figure: 48% of users abandon a purchase due to a payment process that is too long or complex.
Checkout is no longer a simple technical step, it is a critical business lever. If your site is slow or if the payment requires too many steps, you lose nearly one customer out of two on the finish line.
- The technical answer: Simplification is key. The use of robust solutions such as Shopify (and its optimized one-page checkout) makes it possible to natively integrate digital wallets (Apple Pay, Google Pay) and drastically reduce this abandonment rate.
AI and humans: the winning duo of trust
Artificial intelligence has entered the buying journey: 64% of shoppers will use AI to compare prices or find gift ideas this year.
But be careful not to dehumanize the relationship. Faced with automation, the need for “real” is increasing. The consumer wants the speed of AI, but the trust of humans.
- The Design approach: To stand out from the crowd in the face of standardized competitors, your brand image must be strong and unique. This is where theUX/UI play its part.
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The erasure of borders: cross-border
Another major lesson from the report is the explosion in cross-border sales. More and more consumers no longer hesitate to order from brands located in other countries.
This openness represents an opportunity for French SMEs. With the right logistical tools and a store that can natively manage multi-currency and multi-languages, your market is no longer local, it is global. It is the ideal time to audit your export potential.
Prepare for the future now
This review of Black Friday 2025 sends us a clear message: consumer demand is increasing. They want speed, fluidity, and personalization.
To transform this essay, here are three areas of work for your business:
- Optimize your tech stack: Make sure your platform can handle spikes in traffic without slowing down.
- Take care of your UX: Each superfluous click is a risk of losing customers, especially on mobile.
- Build post-purchase loyalty: Black Friday is about acquiring customers, the rest of the year is about keeping them. Work on your emailing scenarios and your loyalty program.
At Axome, we support ambitious brands in this digital transformation. Whether it's for a technical redesign or marketing acceleration, we have the experts to take your e-commerce to the next level.
Do you want to analyze your performance and prepare for the future? Contact the Axome team for an audit of your digital strategy.