UK 2025
Ecommerce Marketing Trends Report
Ecommerce marketing leaders in 2025 face incredibly complex challenges. How are they navigating the fast-changing digital landscape, a raft of new channels, and the ever-increasing use and scope of Artificial Intelligence?
Our report looks at where 500 of your peers are placing their bets this year.
We have created it to give you the strategic intelligence you need from the brains of those operating in your world – ecommerce CMOs, heads of marketing, and digital leads making multi million-pound brand decisions every day.
Whether you’re planning your next big budget conversation, rethinking your channel mix, or simply want to see how your strategy stacks up –
this report could give you an edge.
Get the full report and benefit from the insights that your competitors wish they had.
Shared their approach for 2025, revealing trends you need to know!
Budgets
We asked where they’ll be spending their budgets in 2025.
Channels
Want to know which channels will be in your competitor’s strategy? It’s in our report!
Ecommerce trends report:
About The 2025 Ecommerce Marketing Trends Report
By its very nature, the online space is always evolving, but now transformation is happening at pace within the marketing industry too. AI is changing the game, but how is this impacting on the real-life strategies of UK ecommerce brands?
With 81% of retail shoppers conducting online research before buying, it’s just as important as ever for ecommerce companies to provide a first-class shopping experience and end-to-end journey, to attract the right people at the right time, generate engagement and drive conversions.
How can you make sure your ecommerce brand is doing the same to keep up with the highest performing online retailers?
Download our report and find out!
Top 5 Digital Marketing channels for ecommerce in 2025
Based on who's planning on increasing their spend throughout 2025
Keeping an eye on top digital marketing trends can help retailers take on their competitors and even the big hitters.
500 marketing leaders recently revealed to us their 2025 marketing secrets, and we’re sharing them with you!
With Google continuing to release multiple algorithm updates through 2024 and the first half of 2025, impacting countless ecommerce brands, it’s easy to understand why search-driven Content Marketing will see the largest increase in investment in 2025 – helping brands to recover, maintain and drive growth online.
Which marketing areas have seen movement?
There have been some fascinating movements in key areas for digital marketing in this year’s survey, which we have outlined here.
Whether you’re using an ecommerce SEO agency, Social Media Marketing Agency, Content Marketing Services, or perhaps a Digital PR agency to drive results – understanding which areas are being prioritised by others can help you see where there could be opportunities for growth for your own business.
Movers and shakers...
- Content Marketing now owns the top spot for investment in 2025, moving up from 6th position in our 2024 survey.
- AI and LLMs have firmly cemented themselves near the top, in the least surprising news of the day.
- Social Commerce is a new addition to the top 5, with platforms like TikTok Shop hitting the sweet spot of combining entertainment, community and shopping.
- Investing in the company website (UX and CRO) has dropped completely out of the top 10 in 2025, having been top in 2024, but 66% of marketers told us they will be investing more in their brand in 2025.
Top 4 ecommerce marketing trends to watch in 2025
Our survey asked marketing leaders which trends, challenges and opportunities they expected to be faced with this year.
AI and machine learning
Understandably, AI is dominating talk amongst ecommerce marketing leads currently, with many grappling to understand the full opportunities, risks and rewards.
Keeping up with changes on Organic Search (SEO)
Search and AI are also starting to overlap significantly, along with multiple major search algorithm updates each year, making it a challenge to stay on top of best practice.
Social commerce
Opportunities in social commerce continue to grow as consumers become more accustomed to shopping directly via social media.
Influencer marketing
Mainly in combination with social commerce, UGC and affiliate partnerships, influencer campaigns of all shapes and sizes can now offer significant benefits for online retailers who get their approach right.
How can you stay ahead of the game in 2025?
Navigate a shifting search environment
Organic search has been constantly evolving since its very beginning, but 2025 marks a new era with the increasing influence of AI in people’s search journeys.
Combined with the growing impact of generative search, SEO is changing in new and exciting ways. The key is maintaining visibility, focus and generating ROI, while ensuring that the strategy is customer-first, based around their intent and informational needs.
Adapt or be left behind
The opportunities, risks and potential rewards of AI need to be front of mind for all ecommerce marketers because getting on board with this technology isn’t optional any more; it’s critical.
Understanding how to utilise this technology to boost your efficiency, but without losing the human connection that customers want and need during their buying journey, is going to be an essential skill in 2025 and beyond.
Ecommerce brands have an opportunity to reshape the way that the sector operates and make positive changes to customer experiences.
We know ecommerce
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UK 2025
Marketing Trends Report
From AI tools and chatbots, to Google updates and changes in consumer buying behaviour, there’s plenty happening right now in the world of marketing.
It means brands of every shape and size are being forced to rethink how they connect and build relationships with their target market online.
For marketers, it means getting the attention of customers is even more complex. Yes, it was tricky before, but there are more obstacles to be aware of in 2025. We share plenty of them in this report.
Once again, this year we’ve collated the thoughts of more than 500 marketing decision makers to shed light on the biggest opportunities – and the biggest challenges.
And we’ve thrown in some of our own insights and key trends to help you keep your finger on the pulse, and one step ahead of the competition.
Top 5 channels for Digital Marketing
Based on where marketers are planning to increase spend in 2025-2026
This year’s survey revealed some interesting shifts in how marketers are choosing to allocate their budget.
After a turbulent 2024 in Search – fuelled by constant algorithm changes and an explosion of AI-generated content – it’s no surprise that SEO and content marketing remain high on the priority list. Many marketers see this as the foundation for sustainable growth and brand visibility.
Social commerce and Paid Social has also earned a top spot in the mix for 2025. Platforms like TikTok are leading the charge, with UGC, creator partnerships and affiliate tie-ins giving brands new ways to connect with audiences and convert traffic into sales.
Get all the detail in our report – it’s just one click away!
Download the 2025 Marketing Trends Report
Get instant access to the full report now – just fill out the form below!
Read the 2024 Ecommerce Trends Report
In 2024, we asked 500 marketers about their ecommerce activity, budgets, plans and challenges. Focusing on the home retail space specifically, we looked at the ecommerce brands that were winning and losing.
Our 2024 report explored how home retail brands optimise their marketing strategies to engage customers and encourage increased interaction with their online platforms?
Take a look at the key digital marketing trends for home retailers in 2024 and see how this compares to your plans for 2025 and beyond.
What Were the Top 5 Digital Marketing channels in 2024?
Based on who increased their investment by up to 60%!
Analysing past marketing trends can help online retailers learn and evolve for the future.
In 2024, 500 marketing leaders revealed to us their marketing plans, priorities and secrets, so we’re sharing them with you!
Google Search underwent a lot of changes in 2023-24, impacting countless ecommerce brands. It’s no wonder that Search-driven Content saw the largest increase in investment in 2024 – helping brands to recover, maintain and drive growth online. Take a look at the top channels for increased investment in 2024. You can download the full 2024 report below.
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