As global retail eCommerce sales are projected to surpass $US4.3 trillion, marketers are leaning into new technologies and consumer behaviours to drive performance.
Taboola has identified five key trends influencing eCommerce marketing in 2025, spanning personalisation, mobile commerce, social shopping, automation, and SEO-driven strategies.
Taboola report: Most important elements in online shopping according to consumers
1. Personalisation and customer experience remain paramount
The fusion of AI, big data, and digital ad technology is enabling tailored consumer journeys. Brands are deploying predictive analytics and first-party data to deliver customised recommendations and dynamic content.
With 60% of consumers switching brands due to pricing concerns, marketers are also prioritising price transparency and real-time offers to retain shoppers.
Frictionless design is equally important. Fast-loading, mobile-optimised sites with intuitive navigation and simplified checkouts have become essential.
According to Taboola, reducing load time by one second can improve conversion rates by up to 17%, while improved checkout design could recover up to $260 billion in lost orders globally.
2. Mobile commerce and shoppable content dominate
Mobile now accounts for nearly 80% of retail website visits, with 75% of consumers completing purchases on their phones.
Marketers are enhancing mobile UX and exploring shoppable formats like live-streamed product demos and app-exclusive deals.
Augmented reality (AR) is also gaining traction, with 40% of consumers willing to pay more for products they can customise in AR environments.
3. Social commerce and influencer marketing prove effective
Social platforms are increasingly central to eCommerce strategies, with brands activating direct-sales features on TikTok, Instagram, and Facebook.
Influencer marketing is a major driver, with 33% of consumers trusting influencer recommendations. The right partnerships can deliver high engagement and conversion, particularly when integrated with shoppable content and live events.
Taboola report: Starting points for online shopping journeys in the last 6 months
4. Data analytics and marketing automation power smarter decisions
In the post-cookie landscape, brands are turning to first-party data to inform strategy.
Automation tools help streamline customer communication across channels, while AI chatbots and predictive modelling improve efficiency and ROI, with 51% of shoppers preferring businesses with live chat support.
Email remains a standout channel, delivering an average return of $36 for every $1 spent.
5. SEO and content marketing evolve for AI and voice search
Search engine optimisation (SEO) and answer engine optimisation (AEO) are increasingly important for discoverability.
Voice search usage is on the rise, with 32% of consumers using voice assistants weekly.
Brands optimising for natural language queries and long-tail keywords are better positioned to capture voice-driven commerce. High-performing product pages, informative content, and user-generated media are key to ranking well and building trust.
As eCommerce continues to blur the lines between content, commerce, and community, brands that embrace data-driven personalisation, omnichannel engagement, and emerging technologies are poised to lead.