June 16, 2025
We’re halfway through 2025, and a lot has changed in how businesses sell online. Tracking is harder, customer expectations are higher, and some of the old tactics just don’t cut it anymore.
But not everything is new. Some things are still working just as well as they always have, and in some cases, even better.
Here are five things we’re seeing in digital and e-commerce this year that are making a real impact. What’s changed, what’s stayed the same, and what businesses are doing about it.
It’s getting harder to know exactly where every sale comes from. Tracking isn’t as reliable as it used to be, and platforms are sharing less data than before.
Because of that, businesses are starting to rely more on their own data. Things like post-purchase surveys, email performance, and customer behaviour on site are becoming more important. Instead of trying to track every click, the focus is shifting to spotting patterns and seeing how different channels work together.
It’s no longer about finding one clear source of truth. It’s about using what you know to make better decisions.
It’s getting more expensive to find new customers, and people are more careful about where they spend. That’s why more businesses are putting effort into keeping the customers they already have.
That means improving the experience after someone buys. Whether it’s a follow-up email that actually feels helpful, packaging that shows care, or clear and friendly communication, it all adds up. Loyalty isn’t just about points or discounts anymore — it’s about making people feel looked after.
The businesses doing this well are seeing the benefit. Happy customers come back, and they’re also the ones most likely to tell other people about you.
The cost of running ads has gone up, returns are harder to measure, and privacy changes have made tracking less reliable. But paid social is still an important part of the mix. It’s just not as simple as it used to be.
What’s working now is a more thoughtful approach. Businesses are testing different messages, using real customer content, and reacting quickly to what gets attention. Paid ads work best when they’re backed by strong organic content and a clear idea of what you’re trying to say.
In 2025, success with paid social isn’t about spending more. It’s about making the most of each ad and making sure it fits the moment.
Email continues to deliver strong results, but only for businesses that take the time to get it right.
We’re seeing more useful content, better targeting, and emails that sound like they’ve been written by a real person. The best-performing emails aren’t just automated messages. They feel relevant, helpful, and human.
With ads becoming more expensive and social platforms constantly changing, email remains one of the few channels you fully control. Used well, it’s still one of the most effective ways to drive sales and build long-term relationships.
Performance is back on the priority list, not just for websites but across the whole business. Whether it’s the way a site loads or how a team makes decisions, keeping things simple is paying off.
Online, faster websites with clear navigation and easy filtering are converting better than complex, over-designed ones. On the business side, we’re seeing teams streamline tools, reduce unnecessary processes, and focus on fewer, better campaigns instead of trying to do everything at once.
In 2025, simplicity isn’t just a design choice. It’s a strategy. The businesses moving quicker and cutting out the noise are the ones seeing results.
There’s a lot of noise in digital and e-commerce right now. But underneath it, the basics still matter: clear messaging, a good customer experience, and using the data you have to make better decisions.
What’s changed is how businesses are getting there. Simpler setups, better use of owned channels, and a focus on long-term relationships are helping teams cut through the clutter and grow with more confidence.
If you’re rethinking how your business approaches digital this year, we’re always happy to chat.
If you have an idea in mind, feel free to reach out by submitting the form below to schedule a discovery call with us.
Candid Digital, Fenchurch House, 12 King St, Nottingham, NG1 2AS
Candid Creative, Innovation House, Cray Rd, Sidcup, DA14 5DP
