⭐ 6 Trends Shaping Digital Marketing for eCom in 2025 |
1. AI is smarter, and it's everywhere |
AI has been around for a while now, but in 2025, it's a full-on marketing copilot. |
It can analyze data from multiple sources in real-time, make recommendations and predictions, and execute routine tasks at ridiculous speed. |
More importantly, it's super accessible. Brands are using AI tools to: |
Write website content, emails, SMS and even ad copy Create stunning visual content, including videos Build customer segments based on real-time behavior Personalize email campaigns with accurate recommendations (like the perfect pair of sneakers for that one customer who always clicks on running gear)
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AI also helps you send the right messages to the right people at the right time. That's the kind of smart automation that drives revenue on autopilot. |
How to make AI work for you |
Start by picking one part of your workflow that eats up too much time, like writing product descriptions or segmenting your email list. Then, test an AI tool to speed it up. |
2. Smaller influencers, bigger impact |
This year, micro and nano-influencers have the edge over celebrity influencers. |
These creators might have smaller followings, but they're deeply invested in their niche and engage directly with their followers. |
They feel like real people, not walking ads – and their audiences actually trust them. For eCommerce brands, especially niche ones, that trust and authenticity is gold. |
Even retail giants like Sephora love partnering with smaller influencers: |
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Plus, micro-influencers are way more affordable than the big names, so your marketing dollars stretch further. |
How to find the right influencers to work with |
Skip the "influencer marketplaces" and go where your customers already hang out. Look for creators who are already talking about products like yours and feel like a natural fit. Instead of asking for a promo post, collaborate on creative content that fits their personality and yours. |
3. Hyper-personalization at scale |
Remember when including someone's first name in an email felt advanced? Cute. |
In 2025, customers expect emails that feel like they were written just for them – and AI and first-party data make that possible at scale. |
Here's what hyper-personalization looks like in action: |
Emails recommending products based on past purchases and browsing history Abandoned cart emails that don't just remind you what you left, but also show you how that product fits your style Dynamic content blocks that change based on where your customer lives, what they've bought before, or even the weather
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We love this personalized product recs email from Stitch Fix: |
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The bottom line is customers expect you to know them on a granular level. And the brands that get this right are winning big. |
How to do hyper-personalization right |
Tailor your email timing based on when someone usually shops. Use their favorite categories to shape your subject lines. Even small touches, like acknowledging their loyalty or recent review, show customers you're paying attention (not just blasting emails into the void). |
4. Authentic stories over polished ads |
Shiny, overproduced ads are out. Real, relatable stories are in. |
Your customers don't want to hear from a faceless brand. They want to hear from the people behind the brand. The founder, the designer, even the warehouse team – their stories build trust and make your brand feel human. |
✅ Ideas for eCommerce brands: |
A behind-the-scenes email showing how your products are made A founder letter sharing the inspiration behind your new collection A customer spotlight series featuring real people using your products
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This welcome email from Little Sleepies is a great example of how to share the human side of your brand from the get-go: |
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People connect with people. Showing the faces, voices, and stories behind your brand will compel more customers to stick around. |
How to tell authentic brand stories |
If you're not sure where to start, think about moments your customers would actually care about. Maybe it's a peek at how your product is made, a story about your first sale, or even the struggle that inspired your business in the first place. |
5. Short-form video is (still) king |
If you're not already creating short videos for your products, now's the time. |
Why? Because customers (especially younger ones) want snackable content – quick, visual, and to the point. |
Whether it's a 10-second product demo, a funny packing video, or a day-in-the-life featuring your products, these quick clips drive real engagement on social media. |
Short videos also work well on multiple channels (including email!), so you can easily repurpose them without reinventing the wheel. |
Check out this embedded video in Harry's anniversary email. |
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How to make short-form video work for you |
Short-form video works best when you don't overthink it. Try quick product close-ups, "what's in my cart" clips, or customer unboxings – and see what gets a reaction. The beauty of short videos is you can test fast, learn fast, and double down on what clicks with your audience. |
6. TikTok is the place to be for brands |
If you're still thinking TikTok is just viral dances and pranks, think again. |
In 2025, TikTok is a full-blown search engine and shopping destination – especially for eCommerce brands. In fact, customers are buying products directly through the app. |
What works best? Authentic, unpolished content, like: |
Product demos filmed with your phone Founders answering FAQs on camera UGC like reviews and unboxings How to's, product care, or even recipes like drinkpearly's Oreo Boba Recipe
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Link to your TikTok page in your emails (e.g. a social media icon in the footer). It's an easy way to get subscribers to follow you there and watch your amazing content. |
Here's how Pearly does it: |
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And don't forget: TikTok's algorithm loves keywords. Use them in your captions and hashtags to help new customers find you. |
How to win on TikTok |
Don't stress about going viral. Showing up consistently matters more. Regular posts help TikTok learn who's interested in your content, so even smaller videos help build momentum and get you in front of the right audience over time. |
Wrapping up |
Digital marketing in 2025 is all about intelligent tools, real stories, and personalized experiences. |
For eCommerce brands, that means: |
✅ Using AI to personalize emails and automate smart campaigns |
✅ Partnering with micro-influencers to build trust and reach |
✅ Getting personal, from founder stories to customized product recs |
✅ Mixing short-form video into your emails and product pages |
✅ Tapping into TikTok for discovery and sales |
You don't even need a massive budget or a big team to make these trends work. Even small eCommerce brands can start experimenting. Every email, post, or video helps you learn what resonates with your audience. |
Ready to put these trends into action? Start with your next email – your customers (and your revenue) will thank you. |
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