The Little Things That Build 7-Figure eCommerce Businesses: What's Changed (and What Hasn't) in 2025

Why Small Gestures Still Win Big

This happened with my last trip in 2022: I just got back from Namibia, and once again, my bag decided to take a different route than I did. Second time this has happened with United Airlines—and yes, it was my fault all three times.

You know what? They apologized, tracked it in real-time, and had it delivered to my yacht in Houston within 18 hours. The customer service rep even sent a personalized follow-up message.

I'm still choosing United every single time I fly.

That's the power of making customers feel taken care of, even when things go sideways. And if you're running a Shopify store heading into Black Friday, Cyber Monday, and the 2025 holiday season, this lesson is worth its weight in gold.

Here's what I've learned coaching dozens of stores to 7-figures: Your conversion rate optimization and Facebook ads don't mean squat if your customer experience is generic. The brands winning right now? They're not just selling products—they're building relationships at scale with automation that feels personal.

The Timeless Truth: Relationships Trump Everything

I still manage the Shopify store for Moyocollections.com, and last quarter we had a customer drop five figures on outdoor sculptures. When I called to thank him personally (yes, I still do this for high-value customers), he mentioned they're expanding their outdoor space.

That 15-minute conversation? It's turning into a $30K+ recurring relationship.

Here's what hasn't changed since 2023—or ever:

• Customers buy from people they like and trust
• Personal touches create emotional loyalty that price can't break
• One happy customer is worth 10 Facebook ads
• Small gestures compound into big revenue over time
• Customer lifetime value beats one-time sales every single time

If you're focused solely on acquiring new customers and ignoring the ones who already bought from you, you're leaving 6-figures on the table. I've seen it over and over again with the stores I coach.

What's Changed Since 2023: The AI and Automation Revolution

Let's talk about what's different in 2025, because if you're still doing customer relationships like it's 2023, you're working way too hard.

AI Has Become Your 24/7 Customer Service Rep

AI chatbots in 2023 were clunky and obvious. In 2025? They're sophisticated enough to handle 80% of customer inquiries, learn from interactions, and escalate to humans seamlessly. Tools like Shopify Sidekick and AI-powered apps like Tidio and Gorgias now offer conversational AI that actually sounds human.

What this means for you: You can provide instant, personalized responses 24/7 without hiring a night shift. But here's the catch—you still need the human touch for high-value customers. That's where smart automation ends and strategic relationship-building begins.

SMS Marketing Has Exploded

Email isn't dead, but SMS has a 98% open rate compared to email's 20%. In 2025, Shopify stores using SMS for abandoned cart recovery, order updates, and exclusive offers are seeing 25-35% higher customer retention rates.

Tools like Postscript and Attentive have gotten smarter with segmentation and compliance. You're not just blasting texts—you're having conversations at scale.

Video Messages Are the New Handwritten Notes

Remember when I suggested creating a thank you video in 2023? That was forward-thinking then. In 2025, it's table stakes. But here's the evolution: personalized video messages using AI tools like Vidyard or even AI avatars are making 1-to-1 video communication scalable.

I'm testing AI-generated personalized thank you videos for customers who hit certain order thresholds. The engagement is through the roof.

First-Party Data Is Gold (Because Third-Party Cookies Are Dead)

With iOS privacy changes and Google phasing out third-party cookies, your customer data is more valuable than ever. Building direct relationships through email, SMS, and loyalty programs isn't just nice—it's your survival strategy.

Translation: Every customer interaction is an opportunity to gather data and permission to market to them directly. Stop relying on Facebook to do your relationship-building for you.

Social Commerce Has Matured

TikTok Shop, Instagram Shopping, and even Pinterest are now legitimate sales channels. In 2023, they were experiments. In 2025, they're revenue streams. Your customer relationships now extend across platforms, and each touchpoint needs to feel consistent and personal.

11 Customer Relationship Strategies That Work in 2025

Black Friday, Cyber Monday, and the holiday season are your Super Bowl. Here's how to win customer loyalty while everyone else is just chasing sales.

1. Master Your Email Automation (But Make It Feel Human)

Your welcome series, abandoned cart, post-purchase, and win-back flows should be branded, personalized, and conversational—not robotic. Use dynamic content that references their actual browsing behavior.

2025 twist: Use AI writing tools to test multiple variations quickly, but inject your actual brand voice. Generic AI copy is everywhere now—your personality is your differentiator.

2. Add SMS to Your Automation Stack

Abandoned cart via SMS converts 15-20% higher than email alone. Order confirmations, shipping updates, and post-delivery check-ins via text feel more immediate and personal.

Pro tip: Ask permission during checkout. Don't be spammy. Two texts per week maximum unless they're transactional.

3. AI Chatbots for Instant Connection (With Human Backup)

Website chat isn't optional anymore. Customers expect instant answers. Set up AI chatbots to handle FAQs, product recommendations, and order tracking—but make sure there's an easy path to a real human for complex issues.

I'm using Shopify Inbox with AI assist for my clients, and it's capturing leads even when they're offline.

4. Personalized Video Thank You Messages (Scalably)

For orders over a certain threshold—say $200+—send a quick personalized video. Use tools like Bonjoro or Vidyard to record these in batches. It takes 30 seconds per video and creates a moment they'll remember.

Advanced move: Test AI-generated personalized videos using tools like Synthesia for lower-value orders. Yes, AI avatars. They're shockingly good now.

5. Post-Purchase Education Sequences

Don't just send a tracking number. Send a series of emails showing customers how to get the most out of their purchase. Video tutorials, styling guides, care instructions, complementary product suggestions.

This isn't just good service—it's setting up your next sale.

6. Seasonal Surprise and Delight Campaigns

After Thanksgiving, send your best customers a digital holiday card with a discount code. Not a generic "Happy Holidays" blast—a personalized message acknowledging their support.

2025 update: Use Shopify's customer tags to segment by purchase history and send tiered offers. VIPs get better perks.

7. Gamified Review and UGC Collection

Offer incentives for product photos, video reviews, and social tags. Contests, giveaways, entry to win gift cards, or points in a loyalty program.

Tools like Yotpo and Loox integrate with Shopify and make this automated. You get social proof, they get rewards. Everyone wins.

8. Post-Holiday Thank You Campaign

In early January, when everyone else has moved on, send a special offer to holiday customers. Thank them for their support and give them a reason to come back before Valentine's Day.

Bonus: Tease this on Instagram Stories to create FOMO with non-customers.

9. Post-Purchase Surveys (For Referrals and Intel)

Use tools like Fairing or Enquire to ask customers how they found you and what almost stopped them from buying. This data is pure gold for improving your funnel and getting referrals.

Make it short—3 questions max. Offer a small discount for completion.

10. Physical Mail Still Hits Different

Yes, in 2025, a handwritten card or small gift in the mail is a pattern interrupt. Everyone's inbox is full. Mailboxes are empty.

Use PostPilot or Handwrytten for automated handwritten cards. For your top 20 customers? Write them yourself. That's 20 cards that could generate $50K+ in lifetime value.

11. Build a VIP Program (Loyalty That Actually Pays)

Shopify's loyalty apps like Smile.io, LoyaltyLion, and Yotpo Loyalty have matured. Points, tiers, exclusive access, early product launches—make your best customers feel like insiders.

I've seen this single strategy add 25-40% to annual customer lifetime value.

The LOL Strategy: Your Competitive Edge

This hasn't changed since 2023, because it's human nature. I call it the LOL Strategy, and it's the framework behind every 7-figure store I've coached.

Listen to Your Customers

See what they actually need, not what you think they need. Read their reviews. Check your customer service tickets. Ask in post-purchase surveys. Your customers are literally telling you how to make more money—you just have to pay attention.

2025 tool tip: Use AI sentiment analysis tools to scan reviews and support tickets for patterns. ChatGPT or Claude can analyze hundreds of reviews in seconds and surface themes you're missing.

Offer More Than Expected

Surprise them. Delight them. Give them an experience that makes them text their friends. It doesn't have to be expensive—it has to be thoughtful.

A handwritten note costs $0.50. A personalized video takes 30 seconds. A surprise discount on their second order costs you margin but buys you loyalty.

Look After Your Customers Like They're VIPs

Because they are. Your customer list is your most valuable asset. Treat them like it.

Make them feel seen, appreciated, and special. They'll not only come back—they'll bring friends.

Bottom line: Your customers drive your marketing and sales. If they like you and trust you, they'll buy from you repeatedly and tell everyone they know.

Tools That Actually Work in 2025

Here's my current tech stack for building customer relationships at scale. These are tools I use with my clients or personally—no affiliate fluff.

Email Marketing and Automation

• Omnisend: My top recommendation for eCommerce stores. Built specifically for online retailers with personalized shopping features, intuitive flows, and segmentation that actually makes sense. The SMS integration is seamless, and it's easier for store owners to use than Klaviyo without sacrificing power. This is what I set up for most of my clients.
• Klaviyo: More complex and powerful if you have a dedicated marketing team and want ultra-advanced segmentation. Overkill for most stores under $1M/year.

SMS Marketing

• Postscript: Best for eCommerce-specific SMS campaigns and two-way conversations.
• Attentive: More advanced for larger stores with complex segmentation needs.

AI Chatbots and Customer Service

• Shopify Inbox (with AI): Free, integrates natively, now has AI assistance built in.
• Gorgias: Customer service helpdesk designed for eCommerce with AI automation.
• Tidio: AI chatbot that handles FAQs and captures leads 24/7.

Video Messages

• Bonjoro: Personalized video messages for new customers or high-value orders.
• Vidyard: Scalable video messaging with analytics.
• Synthesia: AI-generated personalized videos (yes, AI avatars—test it).

Physical Mail and Cards

• PostPilot: Shopify app that sends automated postcards and handwritten notes.
• Handwrytten: Realistic handwritten cards at scale.
• Canva: Design your own cards, but you'll have to mail them yourself (still worth it for top customers).

Reviews and UGC

• Yotpo: Reviews, loyalty, and UGC in one platform.
• Loox: Photo reviews and automated review requests.
• Okendo: Advanced review platform with attribution tracking.

Surveys and Customer Insights

• Fairing: Post-purchase surveys to understand attribution and gather insights.
• Enquire (by Fairing): Question streams that integrate with Shopify checkout.

Loyalty Programs

• Smile.io: Easy to set up, works well for small to mid-sized stores.
• LoyaltyLion: More advanced features for stores doing $500K+/year.
• Yotpo Loyalty: If you're already using Yotpo for reviews, keep it in one ecosystem.

AI Writing and Content

• ChatGPT/Claude: I use these daily for email copy, blog outlines, and customer service response templates.
• Copy.ai: Still solid for marketing copy variations and testing.
• Jasper: If you want brand voice training built in (higher price point).

My take: Don't implement all of these at once. Pick 2-3 that address your biggest customer relationship gaps and master them first. Automation should enhance the experience, not replace your personality.

Frequently Asked Questions

How much should I spend on customer relationship tools?

If you're doing $10K-$50K/month, budget $200-$500/month for email, SMS, and chatbot tools. Once you're doing $100K+/month, expect $1K-$2K/month for a full stack. But start with free tools (Shopify Inbox, Canva) and scale as revenue grows. The ROI is 10x+ if implemented correctly.

Is email marketing still effective in 2025?

Absolutely. Email generates $36-$42 for every $1 spent—that hasn't changed. What has changed is that you need to combine email with SMS and be more personalized. Generic blast emails don't work anymore. Segmented, behavior-triggered automation is where the money is.

Should I use AI chatbots or hire customer service reps?

Both. AI chatbots handle 70-80% of repetitive questions instantly (order tracking, product specs, return policies). This frees up human reps to handle complex issues and build relationships with high-value customers. Start with AI, then hire humans as you scale.

How do I get customers to leave reviews without being annoying?

Automate the request 7-14 days after delivery (when they've had time to use the product). Offer a small incentive—5-10% off next order, entry to win a gift card, or loyalty points. Make it easy with one-click review submission. And always respond to reviews, good or bad.

What's the best way to build customer loyalty in a competitive market?

Loyalty isn't built with discounts—it's built with experience. Personalize every interaction, respond quickly to issues, surprise them with thoughtful gestures, and create a VIP program that actually rewards repeat purchases. Customers stay loyal to brands that make them feel valued, not brands that have the lowest prices.

How often should I communicate with customers after they purchase?

Immediately: Order confirmation. Within 24 hours: Shipping update. 3-5 days: Delivery confirmation and product tips. 7-14 days: Review request. 30 days: Replenishment reminder or complementary product suggestion. Don't overdo it—value over volume. Every email should give them something useful, not just ask for something.

Are handwritten notes really worth the effort in 2025?

For your top 10-20% of customers? Absolutely. Everyone gets digital messages. Almost no one gets physical mail anymore. A handwritten thank you note for a $500+ order costs you $1 and 2 minutes but creates a moment they'll remember and share. Use automation (PostPilot, Handwrytten) to scale it, but write the top ones yourself.

How do I know which customer relationship strategies are actually working?

Track these metrics: Email open and click rates (benchmark: 25%+ open, 3%+ click), SMS opt-in rate and response rate (benchmark: 10%+ opt-in at checkout, 15%+ click rate), repeat purchase rate (goal: 30%+ within 90 days), customer lifetime value (CLV should be 3x+ acquisition cost), and Net Promoter Score (ask "How likely are you to recommend us?" on a 0-10 scale). Set up tracking in Shopify Analytics or use a tool like Triple Whale to see which tactics drive revenue.

The Bottom Line

Here's what I tell every entrepreneur I coach: Your competition is copying your products, your ads, and your pricing. They can't copy your relationships.

The stores hitting 7-figures in 2025 aren't the ones with the best Facebook ads—they're the ones building armies of loyal customers who buy repeatedly and bring their friends.

AI and automation have made it possible to deliver personalized experiences at scale. But technology is the amplifier, not the strategy. Your strategy is still simple: Listen to your customers. Offer more than expected. Look after them like VIPs.

Do that consistently, and you won't just survive the next Black Friday season—you'll build a business that funds your life instead of consuming it.

Now go implement one thing from this article today. Not tomorrow. Today.

Talk next week,

Veronica

P.S. I write a weekly newsletter with real-talk strategies from my yacht in Houston—no guru BS, just what's actually working for 7-figure stores. If you want the unfair advantage, you know where to find me.