The Truth About Marketing in 2025: An eCommerce Reality Check

Let me tell you something that's keeping a lot of store owners up at night: the marketing playbook we've all been using. It's not working like it used to. And I'm not just talking about minor tweaks here – I'm seeing this across continents, from my consulting work with startups to established brick-and-mortar stores trying to go digital.

Here's the kicker: none of us – not your favorite marketing guru, not that SEO expert charging premium rates, and definitely not that influencer selling courses – has it all figured out. And you know what? That's actually okay.

What's Really Going On Out There

Let me break down what I'm seeing from my unique vantage point (yes, sometimes from my yacht in Houston, but more often from video calls with store owners across the globe):

The Algorithm Shuffle

Remember when posting regularly to your store's social media meant actually reaching your followers? Those days are gone. One of my clients, a luxury skincare brand, went from reaching 30% of their followers to barely 5% overnight. And they're not alone. The algorithms now favor entertainment over everything else, which means we need to completely rethink how we show up online.

The Email Nightmare

Here's a fun story: Last month, one of my most successful clients discovered that their holiday sale emails – you know, the ones that usually bring in 40% of their Q4 revenue – were landing in spam folders. Even their order confirmation emails weren't getting through. We're talking about a store doing seven figures in sales, and suddenly their main communication channel was basically broken.

The Content Hamster Wheel

Everyone's talking about short-form video, right? But here's what they're not telling you: creating those seemingly casual 60-second TikToks can take hours. One of my clients hired a full-time content person just to keep up with the demand for "authentic, casual" content. Ironic, isn't it?

What's Actually Working (Tested Across many Stores)

After working with entrepreneurs across multiple continents, here's what I'm seeing actually move the needle:

AI Chat: Your New Best Employee

Let me tell you about Sarah (not her real name). She was working 80-hour weeks answering the same customer questions over and over. We implemented an AI chatbot on her store, and within a month, she got her life back. The bot handles 80% of customer queries, speaks multiple languages (better than I do, and I've lived in several countries!), and never sleeps. The best part? Sales are up because customers get instant answers to their questions, even at 3 AM.

The Return of Real Writing

Plot twist: while everyone's rushing to create video content, some of my most successful clients are winning with good old-fashioned writing. But I'm not talking about your standard "10% off!" promotional emails. I'm talking about real stories.

One client started sharing weekly behind-the-scenes emails about running their sustainable fashion brand. No fancy formatting, no flashy graphics – just honest stories about their victories and struggles. Their open rates tripled, and more importantly, their sales increased because people finally felt connected to the brand.

Content That Actually Makes Sense

Stop trying to be everywhere. Instead, create content series that your audience can follow. Let me share a story about two clients who are absolutely nailing this.

First, there's this brilliant fashion boutique owner who completely transformed her business by creating a VIP social group. Instead of just posting product photos and hoping for sales, she started doing these casual try-on sessions where she actually talks to her customers about upcoming inventory decisions. Get this she shows them potential new collections and asks, "Would you wear this?" The engagement is through the roof because her customers feel like they're part of the buying process.

What's really exciting is that we're about to expand this strategy to her Facebook and Instagram, which are basically ghost towns right now. But here's the thing we're not starting from scratch. We're taking this proven approach of customer involvement and adapting it for these platforms. Because when you find something that works, you don't need to reinvent the wheel you just need to roll it in new directions.

Then there's my interior design client who's crushing it with behind-the-scenes content. She takes her phone and films these quick videos of herself running around suppliers, showing fabric swatches, and dealing with installation day chaos. No fancy editing, just real moments. One video of her problem-solving a design disaster in real-time got more engagement than six months of her perfectly staged room photos. Why? Because people love seeing the messy reality behind the perfect final product.

Let's Talk About Transparency (Because It Actually Sells)

Look, I've lived and worked across multiple continents, from Namibia to Texas, and I can tell you one thing hasn't changed: people buy from people they trust. And in 2025, trust comes from transparency. Not the polished, corporate kind—the real, sometimes messy kind.

Let me tell you a story. Last month, I was working with a store owner who was hesitant to show her face on social media. "My office is just my spare bedroom," she said. When she finally shared a video of herself packing orders from that spare bedroom, guess what? Sales jumped 40% that week. Why? Because people love seeing the human behind the store.

Your Story is Your Secret Weapon

Here's what I've learned from coaching countless entrepreneurs: your journey to starting your business is probably more interesting than you think. That time you couldn't find the perfect baby product and decided to create it yourself? That's gold. The way you juggled a full-time job while building your store? People eat that up.

*Quick announcement: I'm starting a series of no-holds-barred interviews with store owners about their real journeys—the good, the bad, and the "I can't believe that happened." Because let's face it, we all need to see that success isn't a straight line.*

The Why-How-What Reality Check

When I'm consulting with store owners, I always ask three questions:

1. Why did you really start this?

Not the polished version you tell at networking events. The real reason. Maybe you were fed up with your corporate job, or perhaps you saw a gap in the market that drove you crazy. Whatever it is, that's your gold mine.

2. How are you making it work?

Be real about this. Are you running your empire from your yacht (like me), or are you still packing orders at midnight after the kids go to bed? Both are perfectly fine, and both make great stories.

3. What are you actually selling?

Here's a story that perfectly illustrates this point. I have a client who sells personalized puzzles online. On paper, she's competing with giants like VistaPrint and Venus Puzzles. Scary, right? But here's where it gets interesting – she's not just selling puzzles. She started this business because of her autistic son, who kept destroying regular puzzles as he grew into adulthood. She couldn't find durable, age-appropriate puzzles that he could enjoy, so she created them herself.

Now, when she posts about her son's journey, their family puzzle nights, and how these moments help him connect with the world, people aren't just buying puzzles – they're buying into the idea of creating meaningful family moments. They're investing in connections, not just cardboard pieces. Can VistaPrint tell that story? Can Venus Puzzles create that emotional connection? Nope.

Where Do We Go From Here?

But wait before we wrap this up, let's talk about something that's becoming unavoidable: paid media. I know, I know... many of you started your stores thinking organic growth would be enough. I've been there. But here's the reality check we all need in 2025:

Paid Media: The Necessary Evil That Actually Works

Remember those customers who aren't seeing your emails because they're stuck in spam? Or your social media followers who never see your posts? This is where paid media comes in it's your workaround to reach your people. But here's the twist: you can't just throw money at boring product ads anymore.

Let me tell you about my client Sarah (not her real name she'd kill me if I told you who she really is). She was spending thousands on standard product ads with decent photos and "Buy Now" buttons. The results? Meh. Then we took her story you know, the one about starting her business from her kitchen table while raising three kids and turned it into video ads. Same budget, completely different results.

The secret? We're not just boosting product posts. We're promoting:

• Her behind-the-scenes TikToks showing product development
• Those real, unfiltered stories about business challenges
• Customer testimonial videos (the authentic, shaky-camera ones, not the polished marketing versions)
• Quick tutorials and how-to content that actually helps people

One of my favorite success stories (and this one's close to my heart, being from Namibia myself) is a skincare company owner who transformed her business by sharing her sourcing journey across the African continent. Instead of just showing her products, she created these amazing mini-documentaries about her trips into remote areas, showing how she works with local communities to source indigenous ingredients. She'd film herself learning about traditional skincare secrets, meeting with community elders, and explaining how each ingredient is sustainably harvested. When she turned these authentic stories into ads, something magical happened. People weren't just buying skincare products anymore – they were investing in a piece of Africa's beauty traditions. Her revenue doubled within months, and now she has customers who literally follow her sourcing journeys and wait eagerly for new product launches.

The New Paid Media Playbook

Here's what's working right now:

1. Lead with Story, Not Sales

   Those "20% OFF TODAY ONLY!" ads? Dead on arrival. But the story about why you created your product? That's gold worth paying to promote.

2. Test Everything, But Start Small

   I tell all my clients: start with $20 a day. Test different story angles. See what resonates. Then scale what works.

3. Mix Up Your Content Types

   Don't just boost one kind of post. Test different formats:

•    Personal story videos
•    Customer testimonials
•    Behind-the-scenes peeks
•    Educational content
•    User-generated content

4. Target Smart, Not Broad

   Use your customer stories to create look-alike audiences. One of my clients found their perfect audience by targeting people similar to their top 100 customers.

A Word of Warning

Here's something most people won't tell you: paid media isn't a magic bullet. It's more like a megaphone for your existing message. If your story isn't compelling, throwing money at it won't help. Start with the story, then amplify it with paid media.

The Bottom Line

The marketing landscape of 2025 is wild, unpredictable, and full of opportunities if you're willing to adapt. After working with businesses across the globe, I can tell you that the ones thriving right now aren't the ones with the biggest budgets or the fanciest strategies. They're the ones being real, staying nimble, and not afraid to try new things.

Remember, we're all figuring this out together. And if anyone tells you they've got it all figured out? Well, they're either lying or selling something. Usually both.

*About the Author: Veronica Jeans is an eCommerce business consultant and Shopify expert who has coached entrepreneurs to build 7-Figure online businesses. Originally from Namibia, she now lives on a yacht in Houston, Texas, bringing a global perspective to digital commerce. When she's not helping store owners scale their businesses, you'll find her exploring new ports and testing new marketing strategies for her clients.*