9 Essential E-Commerce Growth Strategies for 2025

The e-commerce landscape is evolving rapidly, and 2025 is set to raise the bar even higher with global retail e-commerce sales exceeding $5.8 trillion the year previous. Retailers face intense competition from agile startups and industry giants alike. To thrive, they must adopt cutting-edge strategies that enhance customer experience, build loyalty, and scale sustainably. From capitalising on mobile commerce trends to embracing AI, the following nine growth strategies are detailed, actionable plans backed by data and real-world examples.

Let's dive into the 9 essential strategies and how to execute them in 2025:

‍

1. Mobile Commerce & Apps

‍

In 2025 Mobile Commerce (or m-commerce) is an essential focus for any D2C brand. With shoppers increasingly browsing and buying using smartphones, merchants must offer seamless mobile experiences. In 2024, U.S. retail m-commerce sales exceeded $500 billion, accounting for nearly 44.6% of all U.S. e-commerce.

Globally, mobile shopping already makes up about 60% of e-commerce sales.

‍

For fashion and beauty brands, whose young customers practically live on their phones, a mobile-first approach is critical.

‍

Optimise the mobile experience

‍

Ensure your online store is responsive, fast, and easy to navigate on small screens. 

A frustrating mobile site can cost sales with 60% of American adults saying mobile shopping is a “necessity” for convenience​.

Brands should streamline menus, use large, high-quality images, and simplify checkout with mobile wallets (Apple Pay, Google Pay, etc.).

‍

Leverage mobile apps

‍

Beyond a mobile-friendly site, think about launching a dedicated shopping app for your brand. Apps can drive higher engagement and conversion by living on customers’ home screens. In fact, 85% of consumers prefer mobile apps over mobile websites for shopping​, and apps convert sales at a much higher rate. One study found a branded shopping app can convert 157% more than a mobile website session​. That means an app user is more than twice as likely to make a purchase.

‍

Mobile apps are also the perfect tool for engaging and retaining customers. Mobile app builders, such as Venn Apps, provide a range of app-exclusive features that provide the perfect opportunity to re-engage customers. These features include personalised in-app loyalty experiences, curated lookbooks and the ability to offer app-exclusive products & discounts. When paired with push notifications, these features can help drive engagement and retention, with the potential to increase Customer Lifetime Value by up to 4x.

Many leading Shopify brands are investing in mobile apps, benefiting from a substantial uplift in average order value (AOV), repeat purchase frequency & customer lifetime value. If you are a Shopify brand looking to turn your store into a mobile app, get in touch with Venn Apps today to learn more.

‍

Actionable Tips:

‍

• Prioritise Responsive Design: Audit your site’s mobile usability. Ensure quick load times and thumb-friendly navigation (large buttons, minimal typing).

‍

• Develop an App if Feasible: An app can provide personalised content, push notifications for new products, and loyalty rewards. Given that over 57% of U.S. consumers use retail apps to buy products​, a well-designed app can drive serious revenue.

‍

• Use In-App Personalisation: Incorporate features like saved wish lists, back-in-stock alerts, or exclusive content within your app to make it sticky and drive up customer lifetime value.

‍

2. AI-Powered Personalisation

‍

In 2025, artificial intelligence will be a game-changer for e-commerce personalisation. Personalisation is proven to boost sales - 98% of online retailers report that personalization increases average order value​. AI can analyse browsing behavior, past purchases, and preferences to recommend the right products or content at the right time, mimicking the attentive service of a boutique salesperson for each online shopper.

‍

‍

Hyper-personalised shopping 

‍

AI-driven recommendation engines on your website or app can show customers products “just for them,” increasing conversion and upsells. These subtle recommendations work; personalisation can lift revenue by 10% or more​. 

Fashion and beauty shoppers respond especially well to curated experiences, for example, Venn Apps’ own “Shop the Look” feature is proven to increase conversions by up to 3x for mobile app shoppers.

‍

AI assistants and chatbots

‍

Beyond product recs, AI chatbots can enhance customer service. Chatbots (on your site or mobile app) can handle FAQs, help with order tracking, or even act as stylists (“Which shirt suits me best?”). By 2025, AI is expected to handle up to 20% of e-commerce tasks like customer service and product suggestions​, freeing up your team for complex issues. Many scaling brands already use AI chatbots to provide 24/7 assistance without hiring large support teams.

‍

Personalised content 

‍

AI can also dynamically personalise what content a shopper sees. Your homepage could reorder itself to show categories a returning customer is most interested in (e.g. surfacing dresses vs. shoes based on past views).

Data shows the majority of retailers are investing in these technologies: nearly 27% of retailers are already using generative AI solutions in their customer loyalty and personalisation toolkit, with another 13% planning to adopt in the next year​.

‍

Actionable Tips:

‍

Use AI for Segmentation: Analyse customer data to create segments and personalise marketing for each. AI can cluster customers by behaviour far more efficiently than manual analysis. This data can then be used for smart email, SMS or push notification strategies.

‍

Chatbots for Engagement: Deploy an AI chatbot on your site to guide users. For a fashion brand, an AI stylist bot could ask a few questions and then recommend a complete outfit. For beauty, a bot could provide skincare regimen advice. This kind of interactive personalisation keeps shoppers engaged and more likely to convert.

‍

3. Social Commerce 

‍

Social commerce (shopping directly through social media platforms) is exploding, and fashion and beauty brands are at the forefront of this trend. By 2025, global social commerce sales are forecast to reach $1.2 trillion​ nearly triple the 2021 figure​. Brands that integrate shopping with social media and leverage influencer partnerships can tap into a huge audience where they already hang out.

‍

‍

Shoppable Social posts

‍

‍Platforms like Instagram, Facebook, Pinterest, and TikTok have native shopping features. Fashion and cosmetics are highly visual, which makes them perfect for social selling. Nearly 46% of consumers have purchased products directly through social media in 2024, up from just 21% in 2019​. This dramatic shift shows consumers are increasingly comfortable buying through a social feed, whether it’s a lipstick from an Instagram Live or a dress featured in a TikTok video. Setting up a TikTok Shop or using Pinterest’s Product Pins is a must for visibility.

‍

Platform Trends

‍

‍In 2025, video-centric platforms like TikTok and Instagram Reels are particularly influential. TikTok’s algorithm can catapult a product to virality overnight (the “TikTok made me buy it” phenomenon), and the app is rolling out more e-commerce tools. Fashion and beauty brands should experiment with short-form video tutorials, unboxings, or behind-the-scenes content. 

Also consider live shopping events (livestream commerce) where hosts show off products and answer questions in real-time—a format hugely successful in China now gaining traction in the West. One of Venn Apps’ own clients, the popular women’s leisurewear brand, Sisters & Seekers are a fantastic example of the social media first approach. With a loyal TikTok following, they drive over 6 figures in revenue from one-off livestreams on the platform. 

‍

Actionable Tips:

‍

• Set Up Shop on Social: Ensure your products are integrated with Instagram Shopping, Facebook Marketplace, Pinterest catalogs, and TikTok Shopping where available. Regularly post engaging content with product tags so users can tap and buy instantly.

‍

• Encourage UGC and Community: Prompt your customers to share their own photos (user-generated content) wearing or using your products. Repost this content (with permission) on your brand’s social channels. Authentic customer photos build trust and create a community vibe around your brand.

‍

4. Sustainable & Ethical Commerce

‍

Sustainability and ethics have moved from niche considerations to core purchase drivers. Modern consumers—especially Millennials and Gen Z—increasingly vote with their wallets for brands that align with their values. A recent global survey found 85% of consumers have experienced climate change impacts and are prioritizing sustainable choices, even willing to pay a premium of about 10% more for ethically made products​.

‍

Eco-friendly products and packaging

‍

Brands should assess their product materials and supply chain. In fashion, this could mean using organic cotton, recycled fabrics, or other innovative materials. In beauty, it could mean opting for natural or cruelty-free ingredients and avoiding harmful chemicals. Packaging is equally important: excessive plastic or non-recyclable packaging is a turn-off. Many companies are switching to biodegradable or reusable packaging. Highlighting these efforts can sway eco-conscious shoppers—over 70% of consumers say they are concerned about sustainability when buying fashion​.

‍

Sustainability as a market differentiator

‍

Embracing sustainability can open up new customer segments and press opportunities. Moreover, sustainable products are seeing faster growth; a study of consumer goods found that products marketed as sustainable grew much faster than their conventional counterparts, capturing more market share each year.

In fashion resale and rental are also rising trends tied to sustainability. Growing brands can explore partnerships with resale platforms or even in-house secondhand sections to participate in the circular economy (which also appeals to cost-conscious shoppers).

‍

Actionable Tips:

‍

• Communicate Your Values: Tell the story of your brand’s commitment on your website and product pages. Dedicate a section (or labels on products) for sustainable or vegan items. For example, note if a dress is made from 100% organic cotton or if a lipstick is cruelty-free and vegan. Back these claims with certifications or data if possible.

‍

• Engage Customers: Launch programs that involve your customers in sustainability. This could be a recycling program (send back old containers for a discount), or a charity tie-in (a portion of proceeds goes to an environmental cause). Consumers are willing to reward brands for sustainability by aligning with their values, you not only do good, but also potentially charge a premium or gain market share.

‍

5. Omnichannel Experience

‍

Today’s shopper might discover a product on Instagram, check it out on the website, see it in-store, and buy via a mobile app – all in a seamless journey. That’s the essence of omnichannel: integrating all sales and communication channels to provide a unified customer experience. Brands that deliver a true omnichannel experience will delight customers and capture more revenue. A Harvard Business Review study of 46,000 consumers found 73% prefer shopping through multiple channels, and importantly, omnichannel customers spend 10% more online and 4% more in-store compared to single-channel shoppers​. This means a customer engaged across your Instagram, website, app and store is more valuable than one who only interacts via one touchpoint.

‍

Channel integration & experience

‍

Explore ways to blend channels creatively. For instance, cosmetics brands do this well by offering in-store iPad kiosks where you can virtually try products and then email the results (linking in-store experience with digital follow-up). FMCG brands such as Origin Coffee have their own app with a native QR code scanner that tracks customer spending across channels and rewards them with loyalty points.

An omnichannel approach also extends to marketing: your email, social media, SMS, and push notification campaigns should be coordinated and aware of each other (e.g. if a customer responded to a SMS flash sale, maybe suppress similar offers in the next email to avoid overloading). The goal is a holistic journey where each channel complements the others rather than operating in silos.

‍

‍

‍

‍

Actionable Tips:

‍

• Create a Unified Loyalty Program: Have one loyalty program that rewards purchases anywhere. For example, points earned from in-store buys should show up in the customer’s online account and can be redeemed on the app, etc. A unified loyalty system encourages customers to engage on all channels without fear of missing out on benefits. A mobile app is the perfect way to centralise this program.

‍

• Consistent Branding: Make sure the look, tone, and feel of your brand is consistent. Your Instagram vibe, website imagery, and store decor should all tell the same story. Consistency builds recognition, so customers feel at home however they interact.

‍

‍

6. Subscription Models & Loyalty Programs

‍

Repeat business is the lifeblood of any brand, and subscriptions and loyalty programs are proven ways to lock in that repeat revenue. In recent years, subscription e-commerce has boomed – subscriptions have been growing at 60% annually, far outpacing the ~10% growth of overall retail​. Meanwhile, loyalty programs keep customers engaged and encourage more frequent purchases. 

‍

‍

‍

Subscription Models

‍

Think about products in your catalog that customers need to replenish or would enjoy receiving regularly. In beauty, this is a natural fit (monthly beauty boxes, refill plans for skincare, etc.). In fashion, it could be a curated monthly styling box (like Stitch Fix or Trunk Club models) or a membership that gives a monthly credit. Subscriptions create a steady cash flow and keep customers from straying to competitors because they’re already “locked in” to receive your products.

‍

Loyalty and VIP Programs

‍

‍If a full subscription model doesn’t suit your brand, a loyalty program is a must. Loyalty programs reward customers for repeat purchases, often with points that can be redeemed for discounts or freebies, or with tiered perks (e.g., silver, gold, platinum tiers based on annual spend). These programs work: for example, increasing customer retention by just 5% can boost profits by 25% to 95%​.

‍

Combine Subscription + Loyalty with an App

‍

‍Apps lend themselves extremely well to loyalty and subscription solutions. A branded mobile app sits on your customer’s homescreen, always within reach. Leveraging push notifications, you can easily reach loyal customers and re-engage them to shop with your brand. Additionally, for subscription-based businesses, mobile apps are a far more efficient way to manage subscription update and billing.

‍

7. Data-Driven Decision Making

‍

In the digital age, data is the new oil – and for e-commerce brands, leveraging data can be the difference between growth and stagnation. Companies have access to loads of data: website analytics, in-app events, customer demographics and purchase history, email engagement stats, social media metrics, and more. The key is turning this raw data into actionable insights to guide decisions in merchandising, marketing, and customer experience. Companies that embrace data-driven decision making tend to outperform those that rely on gut feeling. In fact,  organisations that invest in data-driven strategies report at least 11% improvement in profitability on average.

‍

Merchandising and inventory decisions

‍

‍Use data to inform what styles or products to produce (or stock) and in what quantities. For fashion retailers, analyse sales by size, colour, and style – if data shows that midi dresses consistently outsell mini dresses, or that green colorways flopped last season, leverage that insight for future design or buying.

Fast-fashion leaders like Zara famously use data from stores and online sales to replenish or tweak collections in near-real-time. Mid-market brands might not have Zara’s infrastructure, but even using Shopify or Google Analytics sales reports can highlight trends.

‍

Ultimately, Data-driven merchandising improves cash flow and margins by aligning inventory with demand.

‍

Customer experience and personalization

‍

This ties in with AI and personalisation (Strategy #2), but broadly, use data to understand customer journeys and pain points. Analyse your website funnel: where do people drop off? If mobile conversion is significantly lower than desktop (a common pattern historically), investigate if there’s a UX issue on mobile to fix or consider launching your own mobile app. 

Also, segment your customer base and analyse each group’s behavior. Perhaps your “high spend” segment responds better to SMS alerts or push notifications than emails – that could prompt you to create an SMS or Push Notification VIP list. The more you know about your customers through data, the better you can serve them.

‍

Actionable Tips:

‍

• A/B Test and Experiment: Whenever possible, run A/B tests to let data inform decisions. Unsure if a new homepage design will improve sales? Tools like Google Optimize (or other testing platforms) can split traffic and measure impact. The same goes for emails (test different subject lines or send times) and ads (test creatives). A culture of experimentation can incrementally lift performance across many small areas, which adds up.

‍

8. Fast & Flexible Fulfillment

‍

In the age of Amazon Prime, consumer expectations around shipping and fulfillment have skyrocketed. Shoppers now expect fast, affordable (or free) delivery and hassle-free returns as standard. Getting products into customers’ hands quickly and efficiently is crucial for both sales conversion and customer satisfaction. Consider that 72% of consumers cite free shipping as a top reason they shop online​.

‍

If your fullfillment options don’t meet these expectations, potential customers may abandon their carts and existing customers might drift to competitors.

‍

Fast Shipping Options

‍

Evaluate your shipping network and speed. While offering same-day or next-day delivery everywhere might be infeasible, aim to get as close to that as you can in your key markets. Many mid-sized brands partner with third-party logistics providers (3PLs) or services like Shopify Fulfillment Network to distribute inventory in multiple warehouses, reducing transit times. 

‍

Free Shipping Thresholds and Returns

‍

A common approach is to set a free shipping threshold (e.g. “Free UK delivery on orders over £50”) which can also boost average order value as customers add items to qualify. Make sure the threshold is attainable but also encourages a bit more spending than your current average order. Additionally, consider free shipping for loyalty program members or for subscribers (as a perk). 

On returns: a generous return policy builds trust and can actually increase sales, because customers know they can send it back if it doesn’t work out. In fashion especially, free returns remove the hesitation from buying something to try on. 

‍

Actionable Tips:

‍

• Optimise Your Warehousing: If most of your customers are in certain regions, store inventory closer to them. This might mean using a 3PL with warehouses on both East and West coasts in the US, for instance. Closer inventory = shorter transit times = faster delivery.

‍

• Streamline Returns: Make your return policy clear and fair. Include a return label in the box or an easy online return portal. Monitor return reasons to identify if product issues (sizing, etc.) are causing returns, then fix those issues. 

‍

9. Increase Basket Sizes with Up-Sells 

‍

A final strategy to consider is how you can make the most of your traffic and customers by maximising basket sizes with upsells. Upsells are a fantastic way to increase Average Order Value (AOV) and grow top line revenue. There are a number of ways to grow upsell revenue including smart merchandising, AI-powered product recommendations, and curated product discovery features such as your own Shop The Look.

‍

‍

‍

‍

AI-Powered Product Recommendations

‍

Leveraging artificial intelligence to provide personalised product recommendations can significantly enhance the shopping experience and boost sales. AI algorithms analyse browsing behaviour, purchase history, and trends to suggest relevant products across the entire on- and offsite product discovery experience. By surfacing the right products at the right time, AI-driven recommendation engines drive higher AOV and repeat purchases.

‍

Smart Merchandising

‍

Implementing smart merchandising tactics involves strategic product placement and intelligent cross-selling to naturally increase AOV. By presenting relevant products at optimal moments in the customer's shopping journey, businesses can enhance conversion rates and encourage larger purchases. This approach reduces the need for constant discounting, as more products sell through at full price, and ensures that marketing budgets work harder, given that visitors are more likely to convert once they arrive on-site.

‍

Branded Mobile Apps with 'Shop the Look' Feature

‍

Developing a branded mobile app provides a personalised platform for customers, enhancing engagement and loyalty. Integrating a 'Shop the Look' feature allows users to view and purchase entire outfits or coordinated product sets with a single click, simplifying the decision-making process and encouraging the addition of multiple items to the basket. This curated shopping experience not only enhances user satisfaction but also significantly increases AOV.

‍

Conclusion

‍

The year 2025 is shaping up to be a pivotal time for e-commerce, with consumer expectations higher than ever and technology enabling new ways to meet those expectations. 

‍

Implementing these strategies is certainly an investment in effort and resources, but the payoff is a resilient, growing brand with passionate customers. By focusing on engaging customers where they are (on their phones and social feeds), catering to their values (personalisation, sustainability, convenience), and removing friction from the shopping experience (whether online or in-store), brands can unlock faster growth. 

‍

2025’s winning formula is to be customer-centric and future-focused. Use technology like AI and mobile apps not as gimmicks, but as tools to serve your customer better. Build genuine relationships through social channels and loyalty programs. Stand for something meaningful that earns consumer respect. And make shopping with you a breeze through omnichannel convenience and reliable fulfillment. The brands that do this will not only see growth in sales, but also in customer love – which is the ultimate driver of long-term success. By following these nine strategies, you’ll be well-equipped to grow your e-commerce presence and make 2025 your brand’s best year yet.