Good morning! Chase and Jimmy here.

The digital marketing playbook is changing fast—and if you want to keep up in 2025, you need to know what’s working now.

AI isn’t just a buzzword anymore—it’s running the show. The best influencers aren’t the ones with the biggest followings—they’re the ones with real trust. And customers? They expect brands to know them, not just market to them.

The brands embracing these shifts? They’re seeing real growth. The ones sticking to old tactics? Well… they’re falling behind.

Let’s break down the six biggest trends shaping eCommerce marketing this year—and exactly how you can use them to your advantage.

But first, a few goods!

🥱 Struggling to make your email & SMS work together?

You’re not alone. A lot of brands treat email and SMS like two separate channels—blasting out campaigns without syncing data, timing, or messaging. The result? Missed opportunities, lost revenue, and customers getting mixed signals.

The solution? Omnisend.

With Omnisend, email and SMS work together. Same automation, same workflow, same customer data—all in one platform. That means:

✅ Timely SMS reminders after abandoned carts

✅ Coordinated email + SMS flows (without extra effort)

✅ Smarter segmentation so messages actually convert

If your current setup feels disconnected, it’s time for something better.

Try Omnisend for free and see the difference.

⭐ 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)

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:

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

We love this personalized product recs email from Stitch Fix:

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

This welcome email from Little Sleepies is a great example of how to share the human side of your brand from the get-go:

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.

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

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:

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.

🤔 Stop Guessing. Start Growing: Get eCom Email Certified

Most “email marketers” are just guessing.

We’ve all been there—taking that shot in the dark because, why not?

Not you.

You’re an email marketer who pushes the limits. You never stop learning, improving, and finding smarter ways to drive results.

That’s why eCom Email Certified is the perfect fit for you.

In this course, you’ll learn exactly how to build an email program that drives repeat purchases, maximizes revenue, and actually works—from foundational flows to advanced segmentation.

✅ Master the essential email flows every ecommerce brand needs

✅ Write emails that get opened, clicked, and convert

✅ Learn segmentation strategies that boost AOV & LTV

✅ Get certified and prove your expertise in retention marketing

Register now and grab our exclusive offer: $200 off!

🗞️ Quick Clips

• From big leagues to big tech: Founded by former D1 athlete brothers, the casual electrolyte beverage company Leisure Hydration got its big break in Meta offices up the California coast. Now, its vitamin-packed, feel-good beverage is being stocked in Whole Foods across the country.

• A layup for March Madness: Known for their viral gold face freckles—worn by Taylor Swift—Fazit Beauty teamed up with E.l.f. Cosmetics to create Spirit Strips. The limited-edition product features colorful sets of glittery eye black stripes—a bold play just in time for March Madness.

• Another pop blooms: On the heels of their popular Bloom Sparkling Energy, the fast-growing wellness brand Bloom Nutrition announced the arrival of Bloom Pop—a good-for-you, 20-calorie soda with "a trademarked prebiotic backed by science." Launching Labor Day 2025.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond