Insights

For years, Google has dominated the SEO landscape. It’s been the default for product discovery, brand research, and driving traffic to ecommerce sites. But the search game is changing—and fast. Today’s consumers, especially Gen Z and younger millennials, aren’t just turning to Google when they want answers or product recommendations. They’re opening TikTok, Instagram, and YouTube. In fact, Google itself reported that nearly 40% of Gen Z prefers searching on TikTok or Instagram over Google for everyday queries.

Social commerce is transforming the way consumers shop online, and TikTok Shop has emerged as the dominant force in the space. With 68.1% of total social commerce GMV flowing through the platform, it has quickly outpaced competitors, proving that a well-optimized TikTok Shop can become a highly profitable revenue channel for brands. However, success on TikTok Shop isn’t just about setting up a storefront—it’s about scaling effectively

As DTC ecommerce continues to evolve, the competitive landscape in 2025 will demand more from brands than ever before. Winning strategies will go beyond the basics—embracing innovation, personalization, and adaptability across every touchpoint. From harnessing advanced technologies to reshaping customer experiences and exploring untapped channels, the next year promises transformative shifts.

Short-form video content is dominating the digital space, and brands that leverage this trend are reaping the rewards. YouTube Shorts, with its staggering 70 billion daily views, has quickly become a major player in this arena. For ecommerce brands, this isn’t just another feature—it’s an essential tool for growth. Unlike traditional YouTube ads, Shorts are designed to be quick, catchy, and perfect for capturing attention in just a few seconds.

Social media is no longer just a platform for engagement—it has transformed into a vital sales channel for ecommerce brands. In 2023, social commerce accounted for 18.5% of U.S. online sales, with platforms like TikTok, Instagram, Facebook, YouTube, and Pinterest playing a central role in influencing consumer buying decisions. This trend reflects a larger shift in how consumers discover, research, and purchase products.

TikTok Shop LIVE Shopping has become a revolutionary tool for ecommerce brands, transforming how they engage with audiences and drive sales. By combining the interactive nature of live streaming with the convenience of in-app shopping, TikTok Shop offers a unique platform that allows brands to showcase their products in real-time while simultaneously entertaining and educating their audience

To succeed on TikTok Shop, ecommerce brands must adopt unique strategies tailored to the platform's distinct dynamics. Unlike traditional platforms, TikTok Shop thrives on creative, engaging, and interactive content that resonates with its diverse and active user base.  Brands need to think beyond conventional marketing approaches and leverage TikTok's features to create authentic connections and drive sales.

Influencer marketing is quickly becoming the gold standard for marketing in the beauty industry. It has exploded, with the influencer market estimated to be valued at over $24 billion by the end of 2024. Beauty brands are perfect candidates for influencer marketing because their products already look great in pictures and videos, and influencers already know how to show them off in a way that resonates with their audiences.