5 Key marketing trends for e-commerce entrepreneurs in 2025

The e-commerce world continues to change at lightning speed. For Web shop owners, this means that sitting still is not an option. The way your customers shop online and how they find webshops is constantly changing. In this article, you will find five important marketing trends that you as an entrepreneur can use to future-proof your webshop.

1. Google's search engine transformation

With the introduction of AI-driven answers, such as Google's Search Generative Experience (SGE), the search engine game is changing completely. Increasingly, Google provides answers directly in search results, resulting in as many as 65% of searches no longer resulting in a click. This means that many Web shops are getting less organic traffic. Google is prioritizing informative and in-depth content, while commercial pages are becoming less visible. In addition, Google is introducing more interactive and visual search results, such as AI summaries, where users get answers faster without clicking through. This calls for a new SEO approach where your content really adds value and differentiates your brand.

What to do:

- Optimize your content for long-tail keywords. These are specific searches that better match user intent.

- Focus on unique brand value: in addition to product descriptions, it's best to show why your brand is distinctive. Consider brand stories, customer reviews and expert knowledge.

2. Branding as a remedy in a saturated market

A strong and recognizable brand is crucial to stand out in a saturated e-commerce market. Customers increasingly choose brands they trust and can identify with. You build this trust with rock-solid branding: a consistent corporate identity, catchy storytelling and entering into the right partnerships.

Sharing your on-brand company story through social media, blogs or videos can also help create an emotional connection with your target audience. Strong branding not only sets you apart from competitors, but also keeps customers remembering you and coming back.

Practical tips:

- Have a future-proof branding and brand master plan.

- Tell your brand story consistently through social media and email marketing.

- Authority is key on all fronts

In a saturated market, trust is essential to attract and retain customers. By building authority and credibility through trusted labels, collaborations and external platforms, you not only increase potential customers' trust, but also your visibility in search engines. How platforms contribute to authority and visibility:

- Hallmarks such as WebwinkelKeur show that your online store meets important requirements and increase trust with new customers.

- External platforms and communities such as Trustpilot, Bol.com and Hopplify can help you build more visibility and authority. The more often your brand is mentioned on relevant and trusted platforms, the higher the chances that potential customers will trust you and convert.Guest blogs on other relevant websites can contribute to your authority within your niche.

Recommended Actions:

- Sign up to a trustmark such as WebwinkelKeur. This not only provides confidence, but also shows that your shop complies with all the rules.

- Increase your visibility by working with a platform such as shopping guide Happlify, which presents your shop to a positive and relevant audience.

4. First party data is essential

With privacy laws becoming stricter and third-party cookies disappearing, collecting first-party data is becoming more important than ever. What exactly is first party data? First-party data is all the data you collect directly from your customers, such as email addresses, purchase history and preferences. This is enormously valuable because it allows you to build a personal and long-term customer relationship without depending on external advertising platforms such as Facebook or Google. With a good newsletter system and a growing mailing list, you build direct, valuable customer relationships. Moreover, a mailing list has been, is and will continue to be one of the most cost-effective ways to reach your target audience.

How can you achieve this?

- Participate in joint promotions or win promotions through trusted platforms. A campaign at the previously mentioned Happlify recently resulted in 625 new, seriously interested (!) newsletter readers per participating shop.

- Deploy the right lead magnets, such as a discount code when subscribing or exclusive content.

5. Sustainability and social responsibility

More and more consumers value sustainable and ethical business practices. They want to know where products come from, how they are made and what the brand is doing to have a positive impact. As a webshop, you can respond to this by being transparent about your processes and making sustainable choices.

Practical ideas:

- Be selective and look for products with a sustainability label or seal of approval (beware of greenwashing!).

- Communicate actively about your sustainable initiatives, such as eco-friendly packaging or carbon offsetting.

- Use storytelling to show your commitment to social issues.

Webshop owner, do you want to know how to future-proof your webshop?

The digital landscape is changing rapidly. Traditional SEO strategies are losing effect, advertising costs are skyrocketing and AI-driven search results are reducing organic traffic. How do you make sure your online shop doesn't get left behind? Sign up for Trend Alert #04 on Thursday, February 6 and find out:

- Why traditional SEO doesn't work anymore and which strategies you should use.

- The 4 essentials for a future-proof webshop, including branding, marketing and platform tips

- How to take immediate action with practical tools and a step-by-step action plan.

Subscribe here for the Trend Alert 'How to make your shop future-proof

Make sure your shop is not left behind - claim your spot and be ahead of the trends of 2025!