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Ecommerce and omnichannel retail in 2025: We ask the experts

Look back to Black Friday 2024 and you’ll see ecommerce sales were above expectations, up nearly 15% year-on-year in the US (depending on the figures you choose), against an in-store sales rise of 0.7%.

Within the UK, click and collect grew, up nearly 10% on Black Friday orders, according to Adobe data. No doubt omnichannel behaviour, if you want to call it that, will grow over the Christmas shopping and sales period.

Though ecommerce growth may have fallen back to the trend line post-2021, online shopping is still growing, and there are intriguing narratives in many categories – from social as a booming sales channel for beauty and fashion, to AI-powered product discovery, information and customer service from the likes of Amazon and Walmart.

As ever, the future can seem unevenly distributed, with not every retailer on the cutting edge, something our experts highlighted when we asked them about ecommerce in 2025. They also weigh in on topics such as personalisation, search, D2C vs indirect commerce, and changing consumer behaviour.
 
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Video and CTV advertising in 2025: We ask the experts

With the shift towards streaming and on-demand content consumption showing no signs of stopping, what are the key trends for advertisers to be aware of in 2025?
 
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Fast Track to Ecommerce: Partners and Platforms – Register by 25 February

This Fast Track is designed specifically for organisations that sell through retail partners and third-party platforms, to upskill teams of one to one thousand.
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The Capability Leaders Forum
On 23 January in WeWork Waterloo, Econsultancy will reveal key findings from the Future of Marketing survey. Industry leaders from Reckitt, Trainline and Marketing Week will explore how the role of marketing is changing in 2025. This exclusive breakfast briefing is an opportunity for senior leaders from leading organisations to collaborate, gain actionable insights, and plan for the future. (Registrations are subject to approval).
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The Future of Marketing

Econsultancy’s annual Future of Marketing report brings together survey results from more than 1,000 marketing professionals and examines the key trends and challenges shaping the industry.
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