Paid media trends for 2025: these are the mistakes you should never make in your eCommerce
Posted: Mon Jan 20, 2025 4:43 am
Marketing4ecommerce Content Manager
ANDIn 2025 , eCommerce will face a more competitive and challenging environment, where advertising costs are constantly increasing and customers demand more personalized experiences. In this context, dependence on a single advertising channel, such as PPC, can be detrimental. The key will be to use paid media intelligently, betting on a balanced and sustainable mix of strategies.
In this article we identify challenges, mistakes and strategies for online stores for the coming year. To do so, we rely on the insight of Manuel Vilella and his extensive knowledge of the area. This analysis is part of our “Trends 2025 Special” , in which 28 industry experts preview everything that is coming in the world of marketing and eCommerce for the coming year.
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The risk of growing out of control
One of the main threats to eCommerce is growing beyond its means , sacrificing profit margins to increase advertising investment. Although competing with giants like Temu or Shein can be difficult, one should not fall into the temptation of cutting margins in an unsustainable way. Improving aspects such as website loading speed , price amazon database and site functionality can be more effective. For example, a page that loads in less than a second has a conversion rate three times higher than one that takes five seconds.
Additionally, unexpected shipping costs or complex checkout processes are often the main causes of cart abandonment . According to studies, a three-step checkout offers the best conversion rates, balancing simplicity and functionality. Ensuring that every aspect of the web experience works correctly is crucial to not losing potential customers.
The value of current customers
Acquiring a new customer is always more expensive than keeping an existing one . Therefore, loyalty strategies must be at the heart of any strategy. Email marketing and remarketing campaigns on social networks are essential tools to strengthen the relationship with current customers and maximize their lifetime value.
An outstanding example is Lacoste ’s loyalty program , which offers exclusive benefits such as birthday gifts and early access to private sales. These types of initiatives not only encourage repeat business, but also strengthen the customer’s emotional bond with the brand.
ANDIn 2025 , eCommerce will face a more competitive and challenging environment, where advertising costs are constantly increasing and customers demand more personalized experiences. In this context, dependence on a single advertising channel, such as PPC, can be detrimental. The key will be to use paid media intelligently, betting on a balanced and sustainable mix of strategies.
In this article we identify challenges, mistakes and strategies for online stores for the coming year. To do so, we rely on the insight of Manuel Vilella and his extensive knowledge of the area. This analysis is part of our “Trends 2025 Special” , in which 28 industry experts preview everything that is coming in the world of marketing and eCommerce for the coming year.
Download it for free
The risk of growing out of control
One of the main threats to eCommerce is growing beyond its means , sacrificing profit margins to increase advertising investment. Although competing with giants like Temu or Shein can be difficult, one should not fall into the temptation of cutting margins in an unsustainable way. Improving aspects such as website loading speed , price amazon database and site functionality can be more effective. For example, a page that loads in less than a second has a conversion rate three times higher than one that takes five seconds.
Additionally, unexpected shipping costs or complex checkout processes are often the main causes of cart abandonment . According to studies, a three-step checkout offers the best conversion rates, balancing simplicity and functionality. Ensuring that every aspect of the web experience works correctly is crucial to not losing potential customers.
The value of current customers
Acquiring a new customer is always more expensive than keeping an existing one . Therefore, loyalty strategies must be at the heart of any strategy. Email marketing and remarketing campaigns on social networks are essential tools to strengthen the relationship with current customers and maximize their lifetime value.
An outstanding example is Lacoste ’s loyalty program , which offers exclusive benefits such as birthday gifts and early access to private sales. These types of initiatives not only encourage repeat business, but also strengthen the customer’s emotional bond with the brand.