Robust eCommerce strategies to last in 2025 – and beyond!

Firstly, congratulations on making it through to 2025! If you’re in the eCommerce business, we truly empathise – last year was nothing short of a rollercoaster.

At the start of 2024, many of us were bracing ourselves for a cookieless future, only to learn mid way through that Google had done a complete 180. Meanwhile, brands have been facing the steep learning curve of mastering GA4, a challenge demanding much patience and testing. And let’s not forget the frenzied preparation for the year’s biggest revenue-driving period: Black Friday and the holiday shopping season. 

Yet, here we are – on the other side, still standing!

This is not simply another trends-and-predictions post for 2025 – hear us out. We wanted to go a step further and curate the very best insights which aren’t just based on fleeting trends but on strategies which are robust, likely to stand the test of time or just absolute imperatives for your 2025 eCommerce roadmap. 

So, without further ado, here they are: 

The Fundamentals!

Shiny object syndrome

OK not strictly a strategy, but a word of advice: before diving headfirst into any new trend, using a flashy tool, or technique, remember that success always starts with the basics. Don’t let the noise distract you or succumb to the pressure to adopt something just because it is new or being used by “everyone else”. Instead, ask yourself: Is it right for your brand? Will it drive sales and deliver ROI? Focus on what works for you.

Benchmarking and reporting

If you don’t set clear benchmarks or baselines, it’ll be impossible for you to measure change and improvements. And this is especially true if you’re about to adopt any new trend – or a test-and-learn approach – a strategy we’ve been advocating for some time now. Make sure any data sources you use stay the same to ensure your reporting is accurate and consistent. I’ll make it easier to track progress, compare results and understand what good performance looks like.

First party data

Securing first-party data is quickly becoming one of the best investments brands can make as privacy rules get stricter. With third-party cookies on their way out, collecting your own data is the way forward. Simple strategies like running Meta ad campaigns to grow mailing lists can be a great place to start. You can even use this data to create lookalike audiences for future campaigns – off the back of what we’ve seen here at Space & Time  – these campaigns can have an incredible impact on your ROAS. 

You can put first-party data to work by segmenting audiences to create more targeted, relevant campaigns. 

Of course, it’s so important to stay on top of privacy rules. Make sure you’re handling tracking, consent and attribution properly to build trust and stay compliant. Tools like Consent Mode 2.0 can help with this. 

Strategies ‘du jour’ 

These strategies may be very much in vogue right now, but they’re not necessarily the right fit for every brand. However, when used thoughtfully and strategically, they can add real value to campaigns. Don’t use them just for the sake of it.

Live streaming and social commerce: 

Like a modern twist on the QVC channel but designed for platforms like TikTok, livestreaming and social commerce is quickly catching on in the west. These formats bring shopping to life with real-time interactions, where presenters host live sales events which are fun, engaging and very appealing to today’s social-obsessed audiences. TikTok Shop has really started gaining traction over the past year and although it’s still early days, it looks to be on an upward trajectory. 

Meanwhile in China, livestreaming is already a huge phenomenon. In fact, McKinsey predicts that by 2026, 20% of all retail sales in China will come from livestreaming.

That said, while the rise of livestreaming and social commerce is exciting, its long-term staying power is still uncertain. Since it’s such a new trend here, it’s hard to say if it’s here to stay. But if it resonates with your audience and it’s right for your eCommerce business, jumping on the bandwagon seems like a no-brainer – even if it’s just to enjoy the initial upward curve.

Retail Media:

Retail media ads are a hot topic in eCommerce and advertising, with platforms like Amazon, Walmart and ASOS offering brands the chance to promote their products directly within their marketplaces. These ads often take the form of banners or targeted campaigns aimed at grabbing the attention of shoppers already browsing these platforms. It’s a great strategy if you’re a brand which sells on these marketplaces, but it’s less relevant for businesses without a marketplace presence. You can read more about Retail Media and how to apply it in last month’s blog.

Strategies that are here for the long haul 

ECommerce is always evolving and things (as we know!) can change quickly, these are the trends and strategies we believe have real staying power and can deliver a lot of value for most brands.

Creative automation

Dynamic creative automation (DCA) is something our clients have really seen the benefit of. DCA allows you to effortlessly create multiple ad variations at scale which makes it easier to tailor content to specific audiences or campaign goals. It takes the manual work out of designing each ad variation which is great for saving time and resources as well as maximising the impact of your messaging. What’s not to like?!

Tools like Hunch and ROI Hunter are just some of the platforms on the market at the moment. With eCommerce showing no signs of slowing down, brands looking to stay competitive will need to make creative automation a key part of their long-term strategy.

Sustainability and transparency: 

Some argue sustainability should be a given with today’s eco-conscious consumers (and ethical obligations too!) but openly sharing your brand’s efforts can add real value and help connect with your customers on a deeper level.

However, we know sustainability is a complex topic and can often be quite difficult for brands to truly claim to be 100% sustainable. 

The key thing we think here is transparency; honesty goes a long way. Consumers want to hear about your brand’s successes, but they also appreciate openness about challenges and unmet goals. Being transparent about these efforts can make you more relatable and trustworthy.

While many brands are embracing eco-friendly practices, some – either benignly or otherwise – are falling into the greenwashing trap, saying something has green credentials when actually it isn’t. Don’t make that mistake.

But remember transparency isn’t just limited to sustainability, it could also mean transparency in customer service, supply issues and practices and policies. 

Remember trends come and go, but success never goes out of style, so if you’re looking for a little help future-proofing your strategies to tackle the new year head-on – why not get in touch?