Ecommerce Marketing Trends Backed by Data (2025)

Barbara Bartucz
July 21, 2025
Ecommerce
6 min read

Keeping up with ecommerce marketing trends can feel like trying to hit a moving target in the dark. That’s why we cut through the noise by analyzing the top 1,000 Shopify stores to see what’s actually working in 2025.

The result?

Ten clear trends that the best ecommerce businesses are using right now to grow faster, convert better, and keep customers coming back.

Let’s break them down—no fluff, just actionable insights backed by real data.

Top 10 ecommerce marketing trends in 2025

To uncover what’s really working in ecommerce right now, we analyzed the top 1,000 Shopify stores using a combination of structured data and hands-on research. StoreLeads provided the foundational dataset while our team manually reviewed each site to evaluate their marketing strategies in action.

And here you have it: a data-backed view of the top 10 ecommerce marketing trends driving success in 2025.

Trend #1: Email marketing is still king

Nearly all top Shopify stores—96.8%, to be exact—are actively building their email list. And it’s no surprise. Email marketing remains the most reliable owned channel for direct communication with your customers in the world of online shopping.

When algorithms change and ad costs spike, your email list is your safety net.

Beyond sending newsletters, top brands use email to re-engage past customers, recover abandoned carts, launch product drops, and offer VIP deals.

In the realm of online shopping, it’s not just about sending emails—it’s about nurturing a relationship that pays off over time.

Trend #2: SMS marketing still has relatively low competition

Over half of the top-performing stores (57.9%) are building SMS lists alongside email.

Why? Because SMS has a 99% open rate. That’s not a typo! Compared to the modest open rates of email (typically 25–41%), SMS instantly connects with customers, driving significant ecommerce sales.

It’s especially effective for time-sensitive messages like flash sales or restock alerts, particularly in mobile commerce. However, it comes with higher expectations—customers expect relevance and immediacy.

The brands doing it well are using SMS to send short, personalized messages that drive urgency without overstepping.

With only 57.9% of top stores focusing on it, SMS is still underutilized. If you’re looking for a high-converting channel with less noise, SMS could be your edge.

Trend #3: Website popups are a missed opportunity for lead capture

Despite 96.8% of top stores actively building an email list, only 39.4% are using website popups. This is definitely a missed opportunity for lead capture.

This is most likely happening because many brands still believe popups are intrusive or annoying—but that doesn’t have to be the case.

When done right, popups are incredibly versatile. They help capture emails and SMS numbers, promote discounts, and recommend products based on browsing behavior, enhancing the shopping experience for online shoppers.

Some of the top-performing brands like Khy by Kylie Jenner and Stanley are triggering popups at key moments—like a few seconds after landing, on exit intent, or after a user scrolls halfway down a page. This avoids interrupting the shopping flow while still maximizing conversions.

If you’re not using popups, you’re likely missing out on leads.

Trend #4: Free shipping is the new norm

Free shipping continues to be ecommerce’s best-loved incentive. 88.6% of top Shopify stores offer it—either on all orders or once a minimum threshold is met.

Why? Because it removes a key source of cart abandonment in online shopping: unexpected costs.

Many brands cleverly set free shipping thresholds just above their average order value to nudge customers into buying more. It’s a simple strategy that delivers consistent results.

Trend #5: Paid ads still dominate—especially Meta

Paid advertising is alive and well despite increasing ad costs. In fact, 77% of the stores analyzed are running Meta ads, while 62.7% use Google Ads—and over half of them are running both for maximum exposure.

This is one of the key ecommerce trends driving visibility and engagement in the ecommerce landscape.

Performance Max and Advantage+ campaigns are gaining traction in online retail thanks to automation and smart targeting.

In 2025, omnichannel advertising isn’t simply a “nice-to-have”—it’s how you stay visible and competitive in the fast-evolving world of ecommerce.

Trend #6: Live chat is a growing expectation

Almost half of top Shopify stores (49.9%) have live chat enabled.

Shoppers expect instant answers. Live chat is becoming standard, but it’s also a chance to stand out—especially with AI.

Only 36% of stores using live chat have AI-powered support. There’s a clear opportunity to improve speed, consistency, and customer satisfaction with AI bots.

These bots aren’t just answering FAQs; they’re helping customers find products, complete purchases, and even upselling, all through the power of artificial intelligence.

With modern tools like Gorgias, Tidio, and ChatGPT integrations, AI chat feels less like a robot and more like an efficient, well-trained support agent.

For stores looking to scale without hiring a full customer service team, incorporating artificial intelligence into their strategy is a no-brainer.

Trend #7: Content marketing is alive and thriving

Despite what the naysayers claim, content marketing is far from dead. In fact, 84.7% of top-performing Shopify stores have an active blog.

Why? Because content builds trust, fuels SEO, and brings in qualified traffic organically.

It’s not just about writing “10 Reasons Why Our Product Rocks”—it’s about creating valuable content that:

Solves customer problems
Educates readers about how to use your product
Tells your brand’s story

Whether it’s how-to guides, behind-the-scenes looks, or expert roundups, content marketing works best when it’s consistent, authentic, and optimized for search.

Need proof? Check any fast-growing ecommerce brand. They’re not just selling—they’re storytelling.

Trend #8: Loyalty and referral programs drive retention

Let’s be honest: acquisition costs are climbing. And if you’re not thinking about retention, you’re leaving profits on the table.

Top stores know this—53.3% use referral programs and 49.1% run customer loyalty programs to keep customers coming back.

Some of the most popular tools?

Yotpo (used by 20.2% of stores)
LoyaltyLion (6%)
Refersion (5.3%)
Rivo (2.7%)

These programs turn happy customers into brand evangelists. And here’s the kicker—referral customers tend to spend more and stick around longer on ecommerce sites.

So if you’re only focused on getting new traffic, it’s time to zoom out and start rewarding the ones who already love you.

Trend #9: Customer trust is a key differentiator

Here’s a wake-up call: the average Trustpilot rating across top stores is just 2.93 stars.

That’s shockingly low—and a big missed opportunity.

Because let’s face it, no one wants to be the guinea pig. Online shoppers look for social proof, and strong reviews can seriously influence buying decisions.

Some brands shine with 5-star reviews, but most are stuck in mediocre territory. Why? Because they’re not actively managing the post-purchase experience.

Winning stores in 2025 are:

Asking for reviews at the right time
Responding publicly to negative feedback
Showcasing testimonials across their site

Building trust isn’t optional anymore. It’s your competitive edge in online retail.

Trend #10: Celebrities help to capture attention

Celebrity brands dominate when it comes to social media followers. Clearly, celebrity involvement brings built-in audiences and adds instant credibility, making these brands more compelling and shareable.

But here’s the good news—you don’t need a celebrity founder to win on social media.

Many successful brands are partnering with influencers to expand their reach, tap into niche communities, and build authentic connections. It’s a proven strategy for boosting visibility and trust, without the need for A-list status.

Wondering where top stores are focusing their efforts?

Instagram – 99.1%
Facebook – 92.8%
Twitter/X – 65.6%
YouTube – 62.8%
TikTok – 58.2%
Pinterest – 53.8%

Each platform plays a different role—from visual inspiration on Pinterest to product demos on TikTok. The key is staying consistent, engaging, and human.

FAQ

What does this research say about the state of the ecommerce market?

Our findings reflect a highly competitive and fast-evolving e-commerce market. Brands are investing in digital innovation, using tools like AI, SMS marketing, and loyalty programs to keep up with changing consumer behavior and drive significant growth.

Is ecommerce growing in 2025?

Yes—ecommerce is growing steadily year over year. Top brands are doubling down on omnichannel strategies, optimizing for mobile, and focusing on personalized customer experiences to fuel ecommerce sales.

How are brands using artificial intelligence in ecommerce?

AI is being used to power live chat support, automate product recommendations, and optimize ad performance. While only 36% of stores with live chat are using AI, it’s a growing trend that improves efficiency and enhances conversational commerce.

How are ecommerce brands adapting to changing consumer behavior?

Successful ecommerce brands are meeting consumers where they are—on social media, mobile, and through direct channels like SMS and email. They’re also offering features like live chat, free shipping, and loyalty rewards to match evolving expectations.

Is live chat worth it if I already have email support?

Definitely. Live chat allows you to engage with customers in real time, addressing their concerns before they leave your site or abandon their cart. This real-time interaction can significantly lower bounce rates and cart abandonment, enhancing the online shopping experience.

With AI-powered chatbots, even small teams can scale support efficiently by automating responses to common questions, making it a valuable tool regardless of your store’s size.

Recap

Top ecommerce businesses aren’t reinventing the wheel—they’re just executing the fundamentals at a high level, setting a benchmark in the ecommerce industry with their robust strategy.

They build and nurture their email and SMS lists. They use smart popups, test what works, and give customers a reason to buy (hello, free shipping!). They advertise across multiple platforms and offer real-time support when shoppers need it.

Want to grow like the top 1% in the ecommerce industry? Start by implementing just two or three of these trends, and track your results.

Because in 2025, it’s not about doing everything—it’s about doing the right things really well with a solid ecommerce strategy.

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