The fall of 2025 has arrived. Just one more quarter to go. As the leaves fall and the days grow shorter, the two now-friends, Fatima and Emma, reflect on an eventful year. Together with Nick , support hero at SYK-Group® , they sit in their regular coffee shop and discuss what 2025 has meant for the world of e-commerce so far.
Opportunities and risks in 2025
Nick: Let's start at the beginning: how have you experienced this year? When I look at our clients, I see a lot of movement. Geopolitical uncertainty, stock market declines, but also enormous opportunities for those who remain flexible. How do you look back?
Emma (owner of a fast-growing fashion webshop): 2025 felt like a rollercoaster for me. At the beginning of this year, I thought: this will be the year consumers will start buying again in droves . But that confidence proved fragile. Because of everything going on politically and economically, I've noticed that customers are becoming more critical. They're buying more consciously, asking more questions, and above all, they want certainty: fast delivery, sustainable choices, transparency.
Fatima (self-employed with a niche beauty brand): I recognize that. I thought I was being smart by investing part of my profits, but with the stock market dips, I quickly reconsidered. Ultimately, I decided: I'd rather put that energy into my brand. Especially in uncertain times, the value of a strong community becomes clear. Where big players struggle with trust, I can be personal. And that works.
Nick: That's interesting, because we see the same thing at Someone you Know and Syncer® (Syk-Group). 2025 showed that the risks in e-commerce are not just economic, but also emotional. We started with confidence and embraced AI with both hands. Although it also took a while for everyone here internally to fully commit. After a few months, consumers already seemed to be getting a bit tired of AI. They're done with standard chatbots and automated emails. They want the feeling that someone is actually listening. That's why a colleague recently said: 'The future is digital, but the connection must remain human.' And we see that reflected in our projects: clients want an experienced team monitoring their progress, even with AI tools running in the background.
The year of migrations and specialization
Emma: Nick, you're probably in discussions about ecommerce migrations every day. Was this really the year of the transition?
Nick: Absolutely. Companies want to move away from outdated systems. They're constantly confronted with everything that needs to be better, faster, and fancier. It's a bit like Instagram. The transition to flexible SaaS platforms like Shopify, Shopware, or BigCommerce is almost impossible to ignore. What entrepreneurs are looking for most is certainty: how do we do this safely, quickly, and affordably? That's where our idea for Someone You Know SaaS came from. We simplify migrations and development by bundling services as a service. No endless hourly rates, but predictable packages. And that gives entrepreneurs peace of mind.
Fatima: I can agree with that. As a freelancer, I need to know exactly where I stand. Flexibility is more important to me than charging by the hour and still having to pay way too much. But you can't stop, because then you lose everything. I'd also prefer to choose partners who truly excel in something, and then look for collaborations. I mean, it might have been nice at one point to put everything with one company, but don't you always end up paying too much anyway?
Emma: It reminds me of how high streets are changing. You see fewer and fewer all-in-one stores, and more and more brand stores that tell their own stories. Isn't that the same in the agency world? Could this be the end of full-service agencies?
Nick: Good comparison! We're indeed seeing smart agencies focus on their own strengths and collaborate with partners for the rest. Full-service was once attractive, but in practice, it often leads to mediocrity. The future? Specialization. Just as brand stores prioritize their brand experience, agencies have to make choices. And the hassle? You outsource that to partners who can do it better.
AI: Help or Hindrance?
Fatima: But let's be honest: without AI, this year would have been much harder for me. I've really enjoyed enriching my content, brainstorming ideas for interesting topics for my blog and social media posts, and my customer service is partly powered by AI. But I did have to make adjustments. Customers see through it if you only use standard tools. I've learned: AI is a fantastic assistant, but the entrepreneur needs to be in control.
Emma: I recognize that. My clients are clearly tired of AI. They're happy when I simply have an employee call back instead of another chatbot. I think personal contact will become a USP again. The irony is: everyone thought AI would replace customer contact, but in practice, it actually makes human contact more valuable.
Nick: That's absolutely right. AI isn't a magic bullet, but it is a lever. Our development team uses AI as a sparring partner, concepts are easily enriched with data, and we now develop MVPs so we can test them sooner and therefore improve them. What used to take weeks now takes days. But it's all about craftsmanship: knowing when to use AI and when not to. That's the value of an agency: we have access to the tools and know how to combine them with human expertise.
Opportunities for entrepreneurs
Emma: So, to summarize: 2025 has taught us that customers value authenticity and sustainability more. My tip for fellow entrepreneurs: be transparent. Be honest about your supply chain, your choices, and your challenges. Consumers appreciate openness, even if you're not perfect.
Fatima: For me, the lesson is: don't get swept away by hype. Whether it's crypto, investing, or AI tools—ultimately, you have to get back to basics. Build a strong relationship with your client. That's where your returns come from. And use AI to make your work easier, not to replace your clients.
Nick: And from my perspective, I'd say: don't postpone platform migrations any longer. The market is changing rapidly. Entrepreneurs clinging to legacy systems will get stuck. So take a good look at your core business and choose partners who can help you make that transition smoothly. Tools like Syncer® keep migration costs manageable. And don't forget: collaboration is the new full-service solution.
Reflection and looking ahead
The three take a sip of their coffee. Their stories differ, but the gist is clear: 2025 was a year of seeking balance.
Emma: For me, it's all about humanity. Technology is fantastic, but only when it strengthens the customer relationship. Not when it replaces it.
Fatima: "And that also applies to collaboration. I don't need an all-in-one provider. I'd rather have a network of specialists working together."
Nick: Exactly. Just like on the high street, the brand stores will remain. Agencies that are truly good at something. Full-service? That feels increasingly like a thing of the past. The future is an ecosystem of partners that strengthen each other. Something that, in my opinion, Shopify has been fully focused on for years.
So, in short: practical tips for entrepreneurs
Be honest and transparent. Consumers see through AI scripts. Authentic communication wins.
Choose specialization. Find partners who truly excel in something and build a network of experts, or let us do it for you ;)
Don't make migrations a headache. Use Syncer® as a SAAS solution to minimize risks and costs.
AI is a tool, not a replacement. Use AI intelligently, but maintain human contact.
Think ecosystems, not full-service. Just like high-street brand stores, specialized agencies will define the future.
