32 Founders Predict eCommerce Marketing Trends (2025)

“How will 2025 be for eCommerce marketing?”, “Will AI completely replace the ‘human’ in eCommerce?” – are all questions that keep us up at night. This is why we went around and asked seasoned experts and leaders to offer their take on what eCommerce marketing trends you should be looking out for in 2025!

Here’s what they came up with:

1. Take hyper-personalization seriously

2. Make the most of recommendation quizzes

3. Help customers shape their own journey

4. Prioritize mobile optimization

5. Use design that helps in brand recall

6. More focus on “experience” than “selling”

7. Immersive shopping experiences will grow

8. Compelling on-site & user-generated content

9. Enhanced data protection will be top priority

10. Choose interactive email marketing

11. Focus on brand authenticity

12. Use visual platforms strategically

13. Create engaging video content

14. Spike sales with voice search

15. Tap into the community commerce advantage across the funnel

16. Initiate influencer marketing

17. Incorporate AI & machine learning

18. Work with an omnichannel approach

19. Sustainability is a must, but not at the cost of greenwashing

BONUS: Market Segments to Watch in 2025

The Future of eCommerce: Marketing Trends To Watch & Use in 2025 (Real Quotes from Founders)

1. Take hyper-personalization seriously

“Though most of the focus surrounding AI has been on content generation, one of the most significant eCommerce marketing trends in 2025 will be its use in acquiring and segmenting data for hyper-personalized marketing efforts.

AI technology will be implemented to capture and segment data for each demographic within a target audience, allowing for tailored marketing that can be created for each individual customer, while also providing the ability to monitor real-time results,” according to  Christy Pyrz, CMO, Paradigm Peptides.

Sudhir Khatwani, Director, The Money Mongers opines, “Looking ahead to 2025, eCommerce is getting up close and personal, like a digital mind reader. Think AI predicting your next “add to cart” moment before you do, and virtual try-ons that get you wondering how the internet just knew your size. It’s this blend of tech and intuition that’s set to change the shopping game.”

Michale Wall, Owner, Codefixer says, “In this age of hyper-personalization, brands don't just sell things; they also create unique stories that fit into our lives without any problems. In this new way of doing things, the line between customer and brand becomes less clear, and the digital shop turns into a personalized haven. When I'm shopping online, the brands that stand out are the ones that have mastered hyper-personalization."

▶ How to apply this eCommerce marketing trend in 2025: 

✅ Recognize behavior before the shopper can do it and adjust offers in real-time based on user interactions– for example, you can tailor different pop-ups for first-timers and those displaying exit intent – here's how Shinesty does it:

✅ Attribute more weight to behavior over attributes like gender, age, etc. – consumers don’t want to see brands delivering content or products based on what brands think consumers look like – instead, it's about who they are as people, their preferences, and inclinations

Also read: 31 Brilliant Examples of eCommerce Personalization

2. Make the most of recommendation quizzes

Interactive content like product recommendation quizzes are said to push up conversion rates to almost 70% of the usual. Now this is good news in 2025 because more customers would want to make relevant choices. 

“The biggest emerging trend store owners will want to take advantage of in 2024 is using AI-powered product recommendation quizzes to help their customers buy the right products. Product recommendation quizzes have been around for a while and are proven to increase CVR and AOV while reducing returns, but the emergence of AI has made this much easier to create with significantly better results,” says Gabriel A Mays, CEO & CoFounder, Popsmash.

▶ How to apply this trend in 2025: 

✅ Create product configurators so shoppers can tune in their concerns and refine product recommendations – this way you not only get zero-party data but also can use it as a micro conversion 

✅ Build retargeting audiences out of product recommendation quiz users to effectively target warm audiences

✅ Ensure you have the tech setup to retain individual recommendations for each individual quiz user – this way when they come back, they get a seamless shopping experience

Also read: The Best Quiz Funnel Examples for your eCommerce Store 

3. Help customers shape their own journey

Erin Banta, Co Founder, Pepper Home holds the following opinion:

“Letting the customer take charge of their own journey is going to become an increasingly popular marketing trend in 2025 and beyond. In the past few years, customers became accustomed to taking their journey into their own hands due to the disconnect that occurred during the pandemic and now, it’s up to businesses to cater their customer service to allow their customers to take the reins.

For example, employing customer education and other resources to help shoppers gain a deeper understanding of why and how they can benefit from your product or service. Or, creating a more customized consumer experience, from the way you interact with your customers to their ability to fine-tune your product or service to their precise needs.

In general, sales success in 2025 will have to do with giving the customer more control over your business’s involvement in their purchasing habits.”

▶ How to apply this marketing trend in 2025:

✅ More relevant content all the way – this means you have to guide customers through their journey with targeted content for each stage – for example, a tyre eCommerce store may provide prospective first-time buyers with online tips for selecting the right tired, and as those visitors become customers, the content recommendations should be based on tyre maintenance and repair kits

✅ Use unique hooks to reel in buyers – for example, a quiz on pain points like ‘what's your hair type’, ‘best sunscreen for your skin type’, etc. 

✅ Consider nudging shoppers who have used your store's quizzes to start with a subscription (make the proposition even more powerful like ‘if you don't like it, you get a full refund + easy cancellation anytime)

✅ Make shopping frictionless – use AI if needed, note how Supergoop offers AI help, to sum up what the reviews say:

4. Prioritize mobile optimization 

“Double down on your mobile optimization strategy for your e-commerce store. With mobile e-commerce sales on a steady rise over the past years, now is not the time to neglect mobile optimization as part of your marketing plan. No matter how good your publishing materials are, they can’t be fully maximized if they are not optimized for the user’s mobile experience,” says Meg Hellerstedt, President, Sylvane.

Seth Besse, CEO, Undivided, says, “Statistics show that mobile eCommerce sales reached over $2 trillion this year, and now makes up 60% of the entire e-commerce sales all over the world. This emphasizes why mobile optimization should be a top priority when producing marketing content. Otherwise, it’s a missed opportunity to engage the vast majority of potential customers. 

With an ever-increasing number of consumers using their smartphones and tablets for online shopping, ensuring that your website is optimized for mobile devices is non-negotiable. This involves employing responsive design techniques that adapt the layout and functionality of your site seamlessly across various screen sizes.

But here's the deal: being mobile-friendly isn't just about meeting user preferences. It's a must-do for broadening your audience, improving UX, and boosting your conversion rates.”

James Wilkinson, CEO, Balance ONE opines:

“The escalation of mobile shopping at an unprecedented rate necessitates a focus on a mobile-first approach that's integrated with social commerce. The major focus of incorporating social commerce features into a mobile-first approach is to render the buying process highly social—a goal that one can accomplish through the integration of social media share buttons in the mobile website or application.

The frequency and volume of shares, significantly influenced by these buttons' placement, underscore their criticality within this context. Alongside each product, at the end of the checkout process, or within the site structure itself—these locations are optimal for placement. The principal objective—to encourage users to propagate their satisfying experiences on various social media platforms following an interaction or transaction—is clear and direct.

Strategizing how best to target mobile users through social media ads evolves from an optional tactic into an absolute necessity. Optimizing ads for mobile viewing, leveraging demographic and geographic targeting, among others—all these strategies are included. Platforms such as Facebook, Instagram, and LinkedIn provide highly segmented audience targeting; thus ensuring your campaigns engage the appropriate audience—this guarantees maximum effectiveness.”

▶ How to apply this marketing trend in 2025:

✅ Ensure websites are mobile-friendly with responsive design and fast load times

✅ Add features like social logins and mobile-first payment options to streamline checkout

✅ Consider using PWAs to ensure you don't have to develop a full app for your store

Also read: eCommerce Mobile UX: 27 Ways to Get More Conversions

5. Use design that helps in brand recall

“One marketing strategy that's gaining momentum is the blending of website design elements with the product itself. For instance, using background colors that match product colors creates an immersive shopping experience. This strategy has been effectively implemented by brands like Stumptown and Farrow & Ball,” says Steve Pogson, Founder, First Pier.

“The use of animated elements and videos on product pages is another trend to watch. These elements provide a comprehensive look at products, enhancing customer engagement and potentially boosting conversion rates. Brands like Care/Of and Poppi are great examples of this trend in action.”

How to apply this trend in 2025: 

✅ Ensure your images actually cater to your brand voice and identity – here the onus is to be instantly recognizable no matter the platform you’re on (which leads us to 👇)

✅ Composable commerce is in – which means you don't rely on one platform to get sales, but ensure you maintain brand value with consistent visuals and messaging across platforms – uniform colors, fonts, and imagery help enhance brand recognition and trust

✅ Handle distrust using minimally styled images – chat, is this real? Unfortunately, yes – this is why the “What I ordered vs what I got” is one of the most unfortunate trends on social media – and thus, the one key solution: Images need not be overly stylized

Also read: 37 Insanely Creative Ways eCommerce Brands Use Images

6. More focus on “experience” than “selling” 

“We're leveraging language learning to create cross-cultural connections, nurturing a global customer base. My advice to fellow entrepreneurs: don't just sell a product, sell an experience. Craft stories around your items that resonate with the emotions and values of your audience. That's how you create lasting customer relationships in the digital space,” says Simon Bacher, CEO, Ling App.

And it’s becoming increasingly clear that closing the gaps between business and customer can actually help create better experiences—here’s how Sudhir Khatwani, Director, The Money Mongers puts it:

“For our next move, we’re betting big on the power of the people. Forget ads that interrupt your video binge — we’re all about customers who rave about us to their friends because, let's face it, we all trust a friend’s “you’ve gotta check this out” more than a flashy banner.

And if I had to throw a single piece of advice out there for my fellow online shop owners, it’d be this: pull up a chair and get to know your customers. Not just numbers on a screen, but what they’re saying.

Have real talks, swap stories, and use what you learn like a secret ingredient. Because when people feel like part of your brand’s story, that’s when they stick around for the sequels”

▶ How to apply this eCommerce marketing trend in 2025:

✅ UGC and community engagement amplify brand authenticity – Use AI to serve the right user-generated content, and create a sense of community and belonging

✅ Brands need to focus on getting the first sale – for example, you can always offer a down-sell through an easy-to-cancel low-frequency subscription. If needed, make it time-limited – say something like ‘snag it for ‘x’ on subscription – offer ends in xx:xx” – check how Buoy creates a solid proposition with a free gift and 360 servings:

✅ If you can't offer Buy Online Pick Up Offline (BOPIS), consider focusing on hyperlocal delivery, as quick shipping has become a standard – instead of creating a full-on fulfillment center, consider partnering with local delivery platforms like Postmates, or Instacart, or Doordash

Remember: Faster, frictionless shopping is on the rise, and shoppers are really quick at switching brands for better costs (thank you inflation) – which is why how you frame it, is all that matters. If your subscription is cheaper than pick-up in-store, offer it. 😉

Also read: eCommerce Subscriptions: 15 Amazing Examples (+ Ways to Increase Subscription Sales)

7. Immersive shopping experiences will grow

“Personalization will be king in eCommerce this year. AI-powered tools will help brands tailor experiences to each customer's needs. Plus, the metaverse will probably change how brands interact with customers, like virtual showrooms or an immersive shopping experience,” says Priyanka Swamy, CEO, Perfect Locks.

Kate Ross, Hair & Beauty Specialist, Irresistible Me says, “AR is set to enhance online shopping by allowing customers to visualize products in their own space or on themselves before making a purchase, further bridging the gap between online and offline experiences.”

Geoff Cudd, Founder, DDIY says, “In 2025, I believe the marketing trend that will dominate eCommerce will be the integration of AI-driven personalization with immersive shopping experiences. This means using AI to not only recommend products but to create a virtual shopping experience that is tailored to each customer's preferences and previous behavior.

For instance, using augmented reality (AR) to try products virtually or personalized virtual storefronts. A new strategy in our 2025 plan is leveraging predictive analytics to enhance customer service.

By analyzing customer data, we aim to predict and solve customer issues before they even contact us, thereby improving the customer experience and reducing the burden on customer service.”

▶ How to apply this marketing trend in 2025:

✅ Adopt AR/VR to create immersive shopping experiences – let customers visualize products in their environment before buying, boosting confidence and reducing returns

✅ Implement virtual try-ons or interactive 3D models to provide a hands-on experience that bridges the gap between online and in-store shopping.

✅ Add live streams to your website when they happen – live eCommerce is going to keep soaring in 2025, it’s what marketers are calling CTV – according to Wall Street Journal, TikTok live is all the rage – nearly half of U.S. users who use TikTok once a month or more say they’ve already bought something on it, and 90% of them say they would do it again – note how Saks keeps past live-streams on display within their store (for social proof, ofc):

Also read: 4 eCommerce Brands Nailing Augmented Reality (And How You Can Do It Too)

8. Compelling on-site & user-generated content

"We’re seeing that UGC drives interactions and conversions on a much larger scale than branded content does in both paid and organic marketing channels. Being able to incorporate the customer into the branding and allowing them to tell their story of the brand is a much bigger driver than we have ever seen before. As much as AI seems to be taking over, it’s important not to miss the “human connection” which makes brands relatable," says Rhian Stuart, Head of Digital, Blakely Clothing.

“Create a blog or resource section with articles, how-to guides, and product reviews in various languages to attract organic traffic from diverse language markets.” is what Mariia Lvovych, SEO Specialist, Centus suggests eCommerce businesses do. 

Compelling content also includes the kind of personalized messages eCommerce businesses show their customers—as Vaibhav Kakkar, Owner, Digital Web Solutions points out: "In 2025, several marketing trends are expected to dominate the eCommerce landscape. One significant trend is the rise of personalized marketing messages that forge a real connection between brands and their target market.

I'm helping my clients to invest time and effort into their site's content since it's evergreen and costs less money, longterm, than PPC ads. Think of Glossier and how the brand built off of its Into the Gloss blog. I believe lots of eComm brands could see better traffic to their site if they invested more in their content pillar," says Christine Corbin, Owner, Christine Corbin Ecomm Marketing.

▶ How to apply this marketing trend in 2025:

✅ Pepper keywords into your site’s UGC content – this way you can not only push revenue-driven keywords but also align for visual search and voice search

✅ Highlight customer stories and experiences in your product descriptions – this way you can transition long-form content into short-form content and deepen engagement. 

✅ Use customer data to provide relevant content that aligns with their journey. For example, when Eye Buy Direct loops in a matching UGC with the correct product, it makes the purchase all that quicker:

✅ Avoid the “Is this review real?” phenomenon – shoppers are wary of incredibly positive reviews – and according to Accenture, nearly 38.8% of shoppers have seen fraudulent product reviews online – 52.8% often or always question the authenticity of product reviews when they see – the situation has gotten so bad that in 2022, TripAdvisor identified 1.3 million fake reviews, and in 2021, TrustPilot removed 2.7 million (Wall Street Journal)

Also read: 27 Brilliant User-Generated Content Examples (eCommerce)

9. Enhanced data protection will be top priority

“Striking the right balance between personalization and privacy is crucial to ensure customer trust and compliance with data regulations. By embracing these trends and addressing ethical considerations, companies can stay ahead in the ever-evolving eCommerce landscape in 2025,” says Vaibhav Kakkar, CEO, Digital Web Solutions.

▶ How to apply this marketing trend in 2025:

✅ Be transparent about data usage to build trust – just show users how their data is being used (for example, you can show a short callout below product recommendations saying “These recommendations are based on your browsing activity on our store”

✅ Use clear privacy policies to inform customers about how their data is protected – always emphasize your commitment to data security, and regularly update customers on measures taken to safeguard their information

10. Choose interactive email marketing 

“Our team is exploring interactive marketing as part of our email marketing strategy in 2025. With gamification proving to be an effective technique for marketing and sales, interactive and immersive experiences will continue to rise in the coming years—and we are banking on that. We are looking into interactive email marketing campaigns that gather feedback, input, and signups from our audience through quizzes and polls.

It will make them feel more involved as they control which campaigns they want to see more of and encourage them to participate in our personalized newsletters. This project extends our email marketing personalization while giving our audience more control over the data they share and their preferences on the content type they want from us,” says Nat Miletic, Owner & CEO, Clio Websites.

▶ How to apply this marketing trend in 2025:

✅ Use live dynamic content in emails to create engaging experiences – for example, you can add countdown timers, live inventory updates, and interactive surveys to increase engagement

✅ Personalize email content based on user behavior and preferences – this will make each message feel relevant and timely.

✅ Values ≠ Price (at least most of the times) – the value-driven shopper isn't driven towards ‘more’, they are more focused on how well the shoe fits – this is what Mintel has to say, “Consumers have increasingly diverse ideas of what indicates ‘quality’ in a product or service. As budget pressures force tighter trade-offs, consumers are becoming more realistic in their search for value as they strike a balance between quality received and cost incurred” 

Also read: 25 Tips to Increase Sales Through Email Marketing (+ Amazing Examples)

11. Focus on brand authenticity

Kevin Miller, Owner, KevinMiller.com says, “In 2025, my one essential marketing advice for fellow store owners is to prioritize and invest in building authentic connections with your audience. Focus on authenticity. Be transparent. Share your brand story, values, and behind-the-scenes moments. Authenticity will build customer trust and make them more likely to engage with the brands they perceive as genuine.

Humanize your brand. Show the people behind your store—whether through employee spotlights, founder stories, or customer testimonials as those human connections resonate deeply with consumers. In an increasingly digital and competitive landscape, where consumers value transparency and genuine relationships with brands, the ability to connect on a human level can set your store apart."

Isaac Bullen, Director of Marketing, 3WH says, “Focus on personal contact with people. While all the helpful technological tools, which are abundant today and are increasing thanks to AI, certainly make our work easier and improve its quality, at the same time, all of these highly automated processes can distance us from authentic human contact. That’s why the search for ways to establish personal contact with the customer is the key.

It is likely that companies will seek ways to establish authentic connections with their audience. Despite technological progress, personal connections with customers will regain importance. Companies will explore ways to create authentic relationships with their audience to strengthen loyalty.”

▶ How to apply this marketing trend in 2025:

✅ Enhance CX with human-centric customer support. Train teams to provide empathetic, personalized interactions, making customers feel valued. Showcasing genuine care and concern builds long-term loyalty and reinforces your brand's commitment to its customers

✅ Emphasize the importance of real customer feedback as a key driver of purchase decisions – highlight before-after transformations to showcase your brand's authenticity and commitment to customer satisfaction

✅ Handle growing fraud – offer samples with orders so shoppers stay happy and don't randomly return products after trial (doesn’t apply to clothing brands or jewelry brands) – you can also offer gift cards instead of a full cash refund for some items that get a high return rate (but make sure people know about it and of course, Consumer protection laws)

✅ Incentivize people to follow you on social media and directly get rewarded – all you need to simply do is make sure shoppers know your socials are active 

✅ Interact and build relationships – that can email answering questions in comments, recommending people to try in-app shopping (via ads on Meta FB, Insta, TikTok Shop) – remember Reddit, discord, FB groups are always growing – the more active your community is, the faster you grow – a great example of this in action – Gamestop:

Remember: Legitimacy has a new name – it’s social media – the best part is that you don't have to worry about getting people through ads. Here's why: it shows effort – you can't just open up a store, and get people to it. Even to run ads, you will need some amount of proof that you aren't an AI-generated brand. Your social media presence is what seals the deal. (It says these guys are legit).  Tl;Dr: Social proof is GOAT, but the basics can't be missed.

Also read: 30 Ways to Build Trust FAST (On Your eCommerce Store)

12. Use visual platforms strategically 

“Another trend is the growing importance of visual content. Research has shown that people prefer visual content over plain text, and platforms like Pinterest and Instagram have witnessed significant growth due to their image-focused nature,” says Vaibhav Kakkar, CEO, Digital Web Solutions.

Isaac Bullen, Director of Marketing, 3WH says, “I believe that digital marketing in 2025 will significantly focus on AI, Visual Search, emphasizing sustainability and ethics, as well as re-establishing personal connections with customers. Emerging search technologies will enable users to search with images, transforming how people discover products online. Many companies will increasingly adopt this feature, allowing customers to find products based on aesthetics or style.“ 

▶ How to apply this marketing trend in 2025:

✅ Optimize visual content with descriptive alt text and metadata for image search. Use high-quality, relevant images to make them easily searchable

✅ Invest in visually compelling content that not only attracts attention but also enhances understanding and engagement – that can mean adding explainer videos and mages that go into detail about the origin of the product or show the effectiveness of the product 

✅ Always focus on creating visuals that help shoppers quickly scan – and in 2025, you are optimizing for search engines too – thus, having variety in the form of 3D images, animated images, customer-generated images is a must-have

Also read: How To Use Visual Commerce To Improve Conversions

13. Create engaging video content

“Consumers are still hyper-engaged on social media and continue to crave deeper, more meaningful content. Loosely scripted voiceovers that provide thorough and detailed information about the moment or moments depicted will see longer view times and higher unique views. If content managers add captions, too, that's a plus! Long-form, high-quality video content dominates our content marketing strategy for 2025 and beyond.

Visually captivating storylines will tell the origin story of the brand and its charismatic founder and licensed barber, Tae Pickens, better than any quick 15-second video ever will,” says Gabrielle, Business Development Manager, Taelor-D Made.

▶ How to apply this marketing trend in 2025:

✅ Mix long-form and short-form videos to keep your audience engaged. Use analytics to find the best video lengths and formats for your viewers

✅ Experiment with different storytelling techniques and interactive elements to capture and maintain viewer interest

✅ Social search is real, plan for short form (73% of consumers prefer watching a short video to learn about a product over other formats), plan 10 to 15-second videos – and if you're using storytelling, keep it in under 60 seconds.

✅ Short-form content should lead to long-form content. It’s worth noting that a customer interacts with a brand 8 to 16 times before zeroing in on a purchase, the frequency goes up as the value of the product goes up

✅ Brainrot will rule supreme in 2025 (Meltwater) – attention spans have gotten smaller – which is why the goal is to grab eyeballs, always

Also read: eCommerce Video Marketing Ideas That Actually Improve Sales

14. Spike sales with voice search 

It’s now a proven fact that voice search can be a game-changer for an eCommerce business—research says such an integration can improve conversions by 50% and sales by 25%. 

“Voice recognition and AI will keep expanding in the field of online shopping, and it is crucial to keep yourself informed about the current trends and understand what your customers want. This year, the use of voice search is predicted to increase by 90%.

To adapt to voice search, it's important to optimize product pages by including the appropriate product name, brand name, and other relevant keywords in the product title, H2 and H3 headers, and meta description. In addition to making your product pages better for voice search, it is crucial to make sure your website works well with voice search.

This includes ensuring that all the details about your products can be easily found, that your website is easy to navigate, and that it can be accessed on mobile devices,”  says Mathew Ramirez, Founder, Rephrasely.

Lisa Richards, CEO, The Candida Diet says, “Smart speakers and digital assistants trigger the burgeoning trend of voice search, demanding attention due to its immense implications for SEO strategies.

This trend necessitates a pivot: instead of relying on typical search terms, enterprises must promptly incorporate conversational long-tail keywords into their eCommerce channels; they need this swift adaptation to ensure consumers can effortlessly discover and engage with products or services, a crucial factor in successful business operation.”

▶ How to apply this marketing trend in 2025:

✅ Build your faqs just not for search, but also to handle actual questions about your product 

✅ Optimize pages for voice search by using natural language and question-based keywords. Keep product descriptions concise and voice-friendly

✅ Ensure your site is structured to provide quick, clear answers that align with voice search queries, enhancing discoverability

Remember: Over 69.91 million households in the US have some form of smart devices – optimizing your store for voice search, is essentially proofing growth for the future. 

15. Tap into the community commerce advantage across the funnel

“In terms of our unique marketing strategy in 2025, we intend to concentrate on Community Commerce. To promote our brand and products, we will leverage the power of online communities and influencers.

This strategy will instill a sense of belonging in our customers and increase brand loyalty. If I could only give one piece of marketing advice to other store owners, it would be to prioritize the customer experience.

Make your website seamless and user-friendly, provide excellent customer service, and listen to customer feedback. Customers who are satisfied with your product or service are your best brand advocates, and a positive customer experience can drive long-term success in the eCommerce industry,” says Benedict Ang, Senior Coach, Total Shape.

Abid Salahi, CTO & Co-founder, FinlyWealth says, “Looking to 2025, 'Community-Driven Commerce' is poised to revolutionize eCommerce. Our strategy integrates tightly-knit community engagement into the consumer journey, fostering user-generated content and peer recommendations to drive trust and sales.

I urge store owners to cultivate vibrant online communities around their brands. A loyal community doesn't just lift your product; it amplifies your brand's voice and authenticity in a way no other marketing can.”

▶ How to apply this marketing trend in 2025:

✅ Engage deeply with platforms like Reddit by joining relevant subreddits – do this as a personal brand-building activity – find posts that describe the pain points you solve and freakin’ problems – address it in your own way – describe what made you set out on this journey, the 'why' of your product. This way you get to share your brand story authentically to build a loyal community and also practice social listening 

✅ Empower employees as brand advocates and engage on platforms like Reddit to discuss your product's mission and impact

✅ Focus on selling within your community and use social media for direct engagement and sales. Develop local events or initiatives that resonate with your community's values and needs

✅ Replenishment, rebuy, and refill are all things you should focus more on within your community – keep in touch with existing customers and send em’ a thank you note every few months (works wonderfully when it comes to retention)

✅ If you use a community group, set reminders for a member’s 1 month anniversary – so you can automatically send an activity summary + some recommendations content-wise and product-wise 

Remember: Reddit = Community. Reddit is the ultimate platform, where if you once get through the gates, people ain't forgetting you. Your goal is to foster genuine conversations and provide value in community spaces, establishing your brand as a trusted resource.

Also read: 14 eCommerce Loyalty Programs Backed By Science (Examples)

16. Initiate influencer marketing

“Regarding our marketing strategy for 2025, we're moving further into the realm of influencer marketing partnerships. We're focusing on micro-influencers and building authentic relationships with our target audience. We'll focus more on user-created content, creating authentic experiences with products. It's all about building a community around your brand, building trust and confidence,” says  Priyanka Swamy, CEO, Perfect Looks.

Ben Neck, Director of Marketing, Tortuga Backpacks says, “With the quick evolution of generative content on search engines and ChatGPT spitting out lists of what to buy, we at Tortuga are focusing on working with long-form video influencers. Since our carry-on travel backpacks are a premium product with a long consideration phase, video is a great way to educate and help potential buyers understand the product before purchasing.”

▶ How to apply this marketing trend in 2025:

✅ Integrate creators into your creative process because they're the ones who have cracked the code – by doing this you ensure creators are invested while opening you up to larger audiences

✅ Focus on authenticity and shared values to create campaigns that resonate deeply with both your audience and the creator's followers

✅ However, brands must become their own media channels – if you’re already running ads, consider creating content that reflects your brand voice – the goal isn’t to get sales but rather to entertain, educate, and inspire

Remember: Brand collabs are prime, but building your authenticity is more important.

Also read: Influencer Marketing 101: Step-by-Step Strategy For eCommerce Store Owners

17. Incorporate AI & machine learning

"Our focus on AI extends to voice search optimization, ensuring that customers can easily find our products through voice-activated devices. AI isn't just about efficiency; it's about creating a seamless and engaging experience for our customers," says Sahil Kakkar, CEO, RankWatch.

Campbell Tourgis, Executive VP & Chief Operating Officer, Wainbee states, “When you leverage AI-powered pricing algorithms, you can optimize your product pricing to match current market conditions, inventory levels, and customer behavior. This maximizes revenue and ensures that customers feel they're getting the best possible deal.”

Jason Wise, Editor, Earth Web says, “The AI-planned personalized product recommendations, ads, and purchasing interfaces transform an otherwise impersonal digital space into a carefully chosen haven that suits my preferences. The algorithms are smart enough to guess what I'll like and then show me choices that match my constantly changing tastes. The ease of automated processes and the closeness of one-on-one interactions come together to create a digital experience that feels like it was made just for me and my trip.”

▶ How to apply this marketing trend in 2025:

✅ Use AI for dynamic pricing, personalized recommendations, analytics, and targeted ads. However, the base must start with better tracking and attribution. By that we mean, rapidly collecting User IDs and mapping which pages people visit when on your store, where they come in from (referrer source), time spent, the time of day, etc 

✅ Implement chatbots for instant support and analyze customer behavior for better targeting, but do ensure your content feels human

Remember: More than 50% of shoppers can tell AI-generated content, but you can take it a step further and help users sift through your site to find just what they need – continuing from Supergoop’s example, note how the AI chat summarizes up the reviews:

18. Work with an omnichannel approach

“Grow your eCommerce presence by reaching more customers and selling on different platforms. While it means more work since you'll be dealing with multiple channels, it's worth thinking about expanding your team if your business is growing.

Nowadays, customers are all over the internet, and you don't want to miss the chance to show them your products. Having a presence on different platforms ensures you reach a wider audience. 

The time and money you put into this will likely pay off. Expanding your team makes the workload more manageable and allows you to approach each platform more effectively. As your business grows online, the combined effort will boost your visibility, engage more customers, and, in the end, increase your sales,” says Gideon Rubin, CEO & Co-founder, YourIAQ.

▶ How to apply this marketing trend in 2025:

✅ Simply ensure your stores are set up online to offline eCommerce – meaning if you have offline stores, make sure shoppers can still access rewards from online purchases

✅ Set up chatbots for your social media platforms – and remember, this can’t be your basic “we’ll get back to you chatbot” – it has to be something that features AI-powered conversational capacity to actually answer questions and recommend before customer support can jump in

✅ Explore multi-channel platforms beyond SMS, WhatsApp, or any social media – we’re talking about getting your products on multi-brand retailers like Amazon, Target, etc. – this will help ensure your visibility doesn’t stay limited

✅ Learn from retail – by this we mean, learn why retail manages to maintain a lion’s share – it’s because of the unification or rather two key factors: hyperlocal availability and quick service

✅ Consider investing in a unified customer data platform – this way you can match relevant content to personalize every interaction. 73% of shoppers agree that they would welcome inspiration if retailers could identify and guide them through each stage of their shopping journey

19. Sustainability is a must, but not at the cost of greenwashing

"Consumers are increasingly aware of their environmental impact. Brands that can effectively communicate their sustainability practices and ethical standards will likely gain a competitive edge," says Kate Ross, Hair & Beauty Specialist, Irresistible Me.

‍“In addition to being eager to buy a good or service, today's consumer is also interested in learning about the brand's principles, especially regarding social and environmental responsibilities. Global issues like social injustice and climate change have sparked this movement, which has seen a rise in firms showcasing their ethical and sustainable business practices.

Values and value are equally important in marketing in 2025, from fair trade sourcing to eco-friendly packaging."

"To keep up with these sustainability trends, consider converting to eco-friendly packaging, reducing the carbon footprint associated with transportation, and collaborating with suppliers who uphold moral standards.Use your marketing channels to showcase your green credentials and ethical company conduct. Customers who care about the environment will connect with this, and it will differentiate you from the competition,” states Tristan Harris, Senior Marketing Manager, Thrive Agency.

▶ How to apply this eCommerce marketing trend in 2025:

✅ Make sure your packaging reflects your genuine sustainability initiatives. For example, you can craft re-usable containers made of compostable materials and leave a QR on the package to lead users to your brand sustainability initiatives page

✅ Offer a buyback of second-hand goods in exchange for a meaty discount on your products – or if you are a luxury brand, you can always take the reCommerce route and offer ‘vintage’ editions while appealing to eco-conscious and trendsetters at the same time (it's status and reduction of waste at the same time)

Remember: reCommerce is growing, because it not only gives a feel-good factor, while tuning into nostalgia – but also is a huge way to reduce waste, in general – here’s a quick look at how much revenue growth reCommerce goods will bring in by 2029, according to Statista:

Also read: 12 eCommerce Brands Acing Cause Marketing in 2024

BONUS: Market Segments to Watch in 2025

Food Brands

Food brands will grow to infinity – here’s why: more and more shoppers gravitate towards healthy living. More and more shoppers all across the world are claiming back time spent towards ‘home’. According to EY, over 50% of shoppers want more time to cook at home (and this sentiment is growing rapidly).  After grocery, household items ranked #2 on the growth leaderboard (22% increase globally in 2020).

Also read: 33 Ways To Grow F&B eCommerce Sales (+ Real-World Examples)

Niche DTC

DTC is taking off, specifically niche DTC brands, that are aimed to solve specific problems like Secret Lab (gaming chairs) – or Pretty Litter (pet urine pH levels), Kinetic Labs (custom keycaps), SharkNinja (portable blenders). Value drives the conversation here – and as we have explained, customers are veering towards paying a premium if a particular product solves a particular problem (Best example: baked gluten-free chips).

Also read: 31 Ways To Improve Your DTC Store's Conversion Rate

Hygiene & Fitness Brands

Hygiene is a pain point and also a huge power factor behind eComm growth, for brands that cater to this segment. Combined with the focus on value and fitness, a refocus on merging pillars can drive a ton of purchases and awareness. Think of athletic daily wear (athleisure), alternative foods (vegan diets), eco-friendly furniture, fitness furniture, fresh herbs, fruits, marinades, or subscription-based plant-based diets.

Also read: How To Grow Online Clothing Store Sales: 7 Proven Strategies

Pet Brands

The rise of the DINKs (Double Income No Kids) is happening. According to a USAToday survey, over 80% of pet owners agreed that caring for a pet was easier than raising children. Moreover, according to Pew Research, nearly 62% of all Americans own a pet. This naturally allows for a target market that has a proven capacity to grow. 

Need more ideas for how to grow your pet brand? Also read: 41 Marketing Ideas For Online Pet Stores (With Examples)

Related reading:

Build an eCommerce Brand without Splurging: A Founder's Guide

eCommerce marketing strategy: 12 questions founders should ask themselves

35 Founders/Industry Experts Share eCommerce CRO Best Practices

UX: an evergreen trend in eCommerce

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