Emerging trends to drive eCommerce performance in 2025: Insights from Benchmark Studios expert panel

As we move toward 2025, eCommerce brands face an increasingly dynamic and ever-changing online space. With new technologies emerging and consumer behaviours evolving, adjusting to trends can help brands perform at their best. Recently, at the Benchmark Studios conference, hosted by Click Consult, an expert panel of industry leaders gathered to discuss the emerging trends set to drive eCommerce performance in the coming year. Led by our Managing Director, Julie Sowa, this intimate yet insightful event brought together thought leaders to explore how businesses can navigate the changes shaping the future of digital marketing.

During the panel, experts shared their perspectives on how businesses can stay agile, optimise resources, and make data-driven decisions to stay competitive in the year ahead.From applying AI and personalisation to adapting marketing strategies and SEO practices. The discussions provided a deep dive into how brands can stay agile, make informed decisions, and improve their strategies to remain competitive in the fast-paced eCommerce sector. The session offered valuable perspectives, equipping delegates with the knowledge to drive meaningful change and elevate their marketing performance in 2025 and beyond.

The changing digital marketing mix

The digital world is in a constant state of flux, and eCommerce brands must be ready to evolve. As Dave Gossage, SEO Manager at Click Consult, put it, “While it’s difficult to predict the exact future, we can be certain that things will change. We’ve seen this firsthand with the shift from physical media to digital formats.” Brands that embrace this change, investing in both AI and human creativity, will be the ones that thrive in the ever-evolving eCommerce ecosystem.

One of the most pressing questions currently facing eCommerce brands is how to allocate budgets across digital channels, such as SEO, pay-per-click (PPC), social media, and other forms of online marketing, and how this will evolve in the future. Gossage highlights that SEO presents a unique challenge compared to other channels: “SEO is different from other channels. For example, with PPC, you invest a certain amount of money and get a specific return. It’s a clear input-output relationship. But SEO doesn’t work that way. You might invest a thousand pounds today, but the return could come six months later”.

This difference can make it difficult for brands to justify SEO expenditure in the short term. That’s why Gossage advises brands: “You need to build strong business cases, highlighting the potential benefits and backing them up with data.” As businesses increasingly rely on data-driven strategies, they must find ways to make long-term investments in SEO while also delivering immediate results through channels like PPC and social media

Omi Sido, Senior Technical SEO at Canon Europe, agrees that data will be crucial for making informed decisions in the future. “Without the right data, it’s difficult to make well-informed budget allocation decisions across any channel,” he explains. “We must still focus on the bottom line, combining channels like social media with SEO to create a more holistic approach.”
This shift towards agility in marketing is essential. Sido refers to it as “agile marketing” — the need to quickly adapt to changing circumstances. “We need to constantly adapt. This is the new reality,” he says.

As AI tools become more sophisticated, businesses must adopt a balanced approach to technology and human creativity. Lara Harding,Senior Organic Social Media Executive at Click Consult notes that while AI has its place in automating repetitive tasks, brands should prioritise authenticity and human creativity when crafting content. “It’s important to use AI as a tool to enhance human creativity, rather than replace it entirely,” she says.

The role of AI in eCommerce

Artificial intelligence (AI) has been one of the most discussed topics in recent times, and its role in eCommerce is only set to grow. As AI-powered tools become more accessible, many brands are eager to implement these technologies. However, caution is advised. Finn Elliot, Autosem, Founder warns, “We’re still in the early stages of AI, and many tools are still quite basic. It’s essential to be cautious about over-reliance on these tools, as they may not always deliver the quality we need.”

AI’s ability to process large amounts of data makes it an invaluable tool for personalisation. “Personalisation is a powerful tool, and AI can help us analyse data and scale personalised experiences,” Finn adds. Omi Sido concurs, stating that AI allows brands to move away from generic messaging to more tailored experiences. “People don’t want to be approached with generic messages. They’re more likely to block spam,” he explains.

However, not all AI tools are created equal. Omi Sido also points out that many tools pitched to businesses as “AI-powered” are simply rebranded older tools. “You can build your own AI tools using your data and train them to your specific needs,” Omi suggests. Personalisation is key in the future of marketing, and brands must ensure they are using quality data to train these tools for maximum effectiveness.

Dave Gossage highlights a common misconception about AI: “One common misconception about AI is that it’s solely about generating content. This has led to a trend of people asking AI to write blog posts on specific topics, but the results are often generic and unoriginal.” Instead, Gossage recommends applying AI’s analytical capabilities to gain insights and make informed decisions.

The rise of AI-generated content

AI-generated content is increasingly influencing digital marketing practices, but its application is still a topic of debate. Lara Harding, Social Media Manager at Click Consult, shares her thoughts on the matter, saying, “I don’t think using AI to create entire posts is a good idea. To maintain transparency, you’d have to disclose AI usage, which could negatively impact authenticity.” Harding stresses the importance of human creativity in content creation but also acknowledges AI’s potential in supporting repetitive tasks, like brainstorming ideas or creating captions.

Despite these reservations, AI tools can improve efficiency when used responsibly. Finn Elliott explains that AI can enhance productivity by automating low-competition content creation, such as transcribing voice notes or summarising long texts. “By automating repetitive tasks, teams can focus on higher-level work and achieve greater efficiency,” he advises.

The implications for content optimisation for SEO best practices are profound. Omi Sido suggests a more holistic approach to content creation: “By focusing on creating high-quality, informative content that meets the needs of diverse audiences, brands can position themselves for long-term success in the digital age.” A strong brand presence, combined with SEO and AI tools, will be crucial for future success.

Navigating SEO in the AI era

As AI continues to disrupt digital marketing, eCommerce brands must also adapt their SEO strategies. Omi Sido notes that the landscape of search is rapidly evolving: “It’s no longer sufficient to focus solely on Google. Brands need to consider a broader range of search engines, including Bing and AI-powered search tools like ChatGPT.” This means that SEO strategies must be tailored to work across multiple platforms.

Additionally, AI-powered search engines are making it easier for consumers to find exactly what they need. Gossage explains, “With the rise of AI, consumers can simply ask for a specific product, and AI will provide the best options.” This shift means that eCommerce brands need to focus on creating strong product propositions that meet specific customer needs, rather than relying solely on affiliate links or generic SEO tactics.

Shifting metrics: Moving beyond traditional KPIs

As AI becomes more integrated into eCommerce, traditional metrics like clicks, impressions, and sessions may no longer be sufficient. Ellie O’Sullivan, Commercial Director at Microsoft Advertising, stresses the need for new metrics to measure the impact of personalised experiences. “AI-powered tools can provide valuable insights into customer behaviour and preferences. By analysing large datasets, these tools can help us identify patterns and trends that can inform our marketing strategies,” she explains.

With AI supporting deeper personalisation, O’Sullivan suggests measuring new metrics like customer lifetime value (CLV) and predictive analytics, which can give a clearer picture of long-term business success. “We need to consider new metrics that measure the effectiveness of these personalised experiences,” she says.

Shifting metrics: Moving beyond traditional KPIs

As AI becomes more integrated into eCommerce, traditional metrics like clicks, impressions, and sessions may no longer be sufficient. Ellie O’Sullivan, Commercial Director at Microsoft Advertising, stresses the need for new metrics to measure the impact of personalised experiences. “AI-powered tools can provide valuable insights into customer behaviour and preferences. By analysing large datasets, these tools can help us identify patterns and trends that can inform our marketing strategies,” she explains.

With AI supporting deeper personalisation, O’Sullivan suggests measuring new metrics like customer lifetime value (CLV) and predictive analytics, which can give a clearer picture of long-term business success. “We need to consider new metrics that measure the effectiveness of these personalised experiences,” she says.

Preparing for 2025 and beyond

The discussion at Benchmark Studios led to insightful debates on the future of eCommerce marketing. The expert panel engaged actively with the audience, addressing all the questions about the impact of AI on content, social media, SEO, and paid advertising. From AI-generated content to agile marketing strategies, a wide range of emerging trends were shared, highlighting the key factors shaping eCommerce success in the coming years.

Based on the expert panel’s discussions, we’ve compiled a list of trends that will drive eCommerce performance in 2025:
Optimising budget allocation for digital marketing: Shifting from time-based budgeting to outcome-focused strategies, prioritising data-driven decisions, and aligning budgets with effective channels like SEO and PPC.

The role of AI in eCommerce Marketing: AI’s data analysis capabilities are vital for personalisation, customer insights, and improving the targeting of content and campaigns.
Social media & AI integration: While AI can enhance content creation on social media, brands must avoid over-reliance on AI to maintain the authenticity and creativity that resonates with audiences.

SEO changes and the future of search: Optimising for multiple search engines and adapting to AI-powered search tools like ChatGPT will be crucial for success in the evolving search landscape.

The future of AI in content creation: AI tools should complement human creativity, assisting in idea generation and automating tasks, while the human touch remains essential for strategic thinking and storytelling.

Measuring new success metrics: Shifting to new KPIs, including customer lifetime value and predictive analytics, will provide a more accurate picture of performance in an AI-driven world.

The importance of data quality: High-quality, proprietary data will drive more accurate AI insights, allowing brands to better target their audiences and improve decision-making.
The impact of AI on consumer experience: AI-driven personalisation will play a pivotal role in enhancing customer satisfaction and loyalty, but it must be done responsibly to ensure privacy and ethical use.

As eCommerce brands remain flexible and responsive, they will position themselves for success in 2025 and beyond. The Benchmark Studios panel discussion reinforced that blending authentic customer engagement with innovative strategies will be key to ensuring brands create seamless, personalised experiences that truly connect with their audience.