Q2 2025 insights: what ecommerce brands should be watching
The second quarter of the year is officially here, and it’s one of the most important moments for ecommerce brands to get focused. Q2 is the calm before the peak season storm, a window for testing, optimising, and building momentum before Black Friday prep takes over.
But the landscape is moving fast. New tech, evolving consumer behaviours and fresh platform updates are already shaping the quarter ahead.
Here are the top Q2 ecommerce insights worth keeping on your radar (and what they mean for your strategy).
1. Efficiency is the name of the game
With Q1 spend under review, many brands are heading into Q2 with a sharpened focus on profitability and efficiency.
Expect to see:
A bigger shift toward blended ROAS and contribution margin metrics
Brands scaling back unprofitable channels and doubling down on high-performing campaigns
Greater scrutiny on LTV, retention and CPA per channel
Takeaway: Use Q2 to audit your numbers. Now’s the time to clean up your media mix and align your metrics with long-term growth.
2. Amazon’s algorithm keeps changing
Amazon’s Q2 focus? Better content and more relevance. The platform is rewarding listings that offer value, clarity and trust.
Right now, brands are:
Optimising A+ content and visuals to drive conversion
Investing in review generation and parent-ASIN strategies
Using Amazon Ads not just for visibility, but to feed organic performance
💡 Pro tip: Our free Amazon playbook for brands breaks this down (especially how to boost organic visibility from day one 😉) Grab it here.
3. Google and Meta are pushing creative-first campaigns
Performance Max, Demand Gen, and Meta Advantage+ have one thing in common: creative is king.
In Q2 2025, brands that win will:
Build ad creative that is tailored to each platform, not just resized
Use authentic, UGC-style content to build trust fast
Test multiple hooks and angles across the funnel
Quick win: Turn product demos, testimonials and FAQs into short-form ads and feed them into your top campaigns.
4. Customer retention is in the spotlight
The cost of acquiring new customers is still rising, so retention is becoming one of the highest ROI activities of the quarter.
In Q2, we’re seeing more:
Post-purchase flows that drive reviews, upsells, and second purchases
Email and SMS flows focused on product education and loyalty
Repeat customer-specific discounts and referral incentives
🎯 Reminder: Returning customers are 50% more likely to convert, and they spend more!
5. AI is becoming a quiet competitive advantage
In Q2, the ecommerce brands that are integrating AI behind the scenes (not just for headlines) are gaining ground.
Use cases we’re seeing:
AI-generated product descriptions and A+ content
Performance Max campaign creative powered by AI prompts
Faster customer service with integrated chatbots
Where to start: Choose one workflow and automate it this quarter. Even small changes can save time and drive revenue.
Final thoughts: Q2 is your springboard
Q2 2025 is a strategic window, not just for cleaning up what didn’t work in Q1, but for preparing your brand for a strong second half of the year.
Test new creative. Invest in retention. Build organic traction on Amazon. And stay agile! The brands that learn and adjust fastest will be the ones scaling with confidence come Q4.
Free resources for Q2: boost your strategy
If you want to start Q2 with a better strategy, don’t miss these free playbooks:
→ The ultimate KPI Guide & Templates
→ SWOT Analysis free toolkit
They’re packed with smart, simple tactics to help your marketing rise to the top 🚀
