You Don't Need an AI-powered Couch

Retailing, ecommerce, and marketing a direct-to-consumer brand in 2025 can feel like an artificial intelligence arms race as AI-powered solutions penetrate every system, department, and conversation. Don't be fooled. AI is a valuable tool, but marketing fundamentals remain unchanged.

While it is true that AI is set to "transform" ecommerce and just about every other industry, it is also true that AI is a specific sort of tool that won't solve every ecommerce problem.

This week, we consulted with a brick-and-click furniture retailer that wanted to improve its site's performance in local search engine optimization (SEO) and restructure its team to ensure that the developers working on the site and ecommerce platform were not being pulled away for work in other departments.

We were the third consultation the company had in a week. The first two consultants both proposed sweeping, lengthy, and expensive AI implementations. We recommended an SEO audit and minor changes to the organizational chart.

You don't need an AI-powered couch configurator when your local shop is not showing up on Google.

— Ecommerce Shelf Life Staff

Three Real Ecommerce Trends that Don't Require AI

In 2025, there are three macro ecommerce marketing trends every online seller needs to watch, and none of them require AI.

AI is an astounding tool that will transform many industries, including retail and ecommerce, but it is not a cure-all for every marketing challenge.

Online sellers should remember that technology alone does not guarantee success. Although automation and machine learning bring efficiency and creativity, the best results come from pairing AI with proven tactics.

Three Ecommerce Trends

One trend is social commerce. Live shopping events on platforms like Instagram, YouTube, and TikTok (assuming it is not banned) have become practical ways to spark engagement, showcase products, and encourage immediate purchases.

Shoppers want transparency and interaction, so a live demonstration or interview with a founder can convey authenticity in a way static images and text never will. This approach does not require AI to be effective. Rather, it depends on personal connection and the opportunity to ask questions in real time.

A second trend is multichannel selling. Many merchants employ social, mobile, marketplace, and direct ecommerce websites to create multiple streams of exposure.

Sellers can thrive when they meet customers where those shoppers already spend time. Combining convenience and accessibility helps reduce friction, so it pays to invest in structured data and optimized product listings across platforms. AI can expedite aspects of channel management, but brands often benefit from a fundamentals-first approach. Clear product descriptions, strong images, and accurate stock levels can raise conversion rates even without advanced algorithms.

A final trend is content marketing through editorial newsletters. Owning an audience is far more powerful than renting one, and permission-based email gives online sellers direct communication with engaged subscribers.

Weekly newsletters that offer thoughtful insights or expert advice help your brand stay relevant. Newsletters provide a chance to show new products or reiterate a company's values.

When customers view the brand as a trusted resource, they are more likely to buy and remain loyal. Automated tools can refine email targeting, but a keen editorial voice and genuine empathy for your audience make the most significant difference.

These three trends —social commerce, multichannel selling, and editorial newsletters— do not require AI, but complement the technology.

AI will undoubtedly accelerate innovation in the coming years, yet it remains one of several resources available to online sellers. Executing fundamentals with consistency, authenticity, and a firm grasp of your market are the real keys to success.

Ecommerce Quick Tips

• Repurpose Live Streams — A memorable moment does not end when the broadcast does. Edit your best highlights into short, shareable videos and attract a fresh wave of viewers on social platforms.

• Do Not Overlook Pinterest — A single pinned image can capture a discovery-minded shopper. Use keyword-rich descriptions and lifestyle-themed boards to transform pins into conversion opportunities.

• Elevate Your Editorial Newsletter — An engaged audience values substance more than splashy promotions. Offer consistent storytelling and practical guidance to build trust and nurture loyal customers.