When I launched my e-commerce business in 2019, the landscape was drastically different. At that time, it seemed easy to attract customers online. There was a sense of excitement in the air, and people were more than happy to make purchases from brands they discovered on social media or through Google searches. As a business owner, I could essentially hide behind my brand, showing off products and collections, while not feeling the need to put myself front and center. Back then, sharing my brand’s story wasn’t as critical as it is now. Customers didn’t expect to know who was behind the business, and I didn’t have to be as transparent about the inner workings of my company.
However, the e-commerce world has drastically changed in the past few years, especially as we approach 2025. The rise of social media influencers, the growing demand for transparency, and an increasing level of consumer skepticism have reshaped the way we do business online. People now expect authenticity from brands, something I didn’t need to focus on much in 2019. Nowadays, it’s not enough to just sell a product. People want to connect with the story behind the brand, to know that there’s a real person with real values behind the scenes. And to be honest, this shift has not always been easy.
The biggest change I’ve noticed is that people are struggling to understand how to market online in a way that connects deeply with their target audience. Brands are often too focused on the features of their products instead of showcasing the benefits and overall experience their customers will have. Sure, the features matter, but customers today are looking for a much more emotional connection with their purchases. They want to know that the product will improve their lives, solve their problems, or make them feel a certain way.
And then, there's the rise in scams and distrust. With an increasing number of fake online stores and fraudulent sellers, consumers are now more cautious than ever. According to a report by Statista, online fraud losses amounted to $20.1 billion in 2020, and this figure is projected to grow year over year. This has made people more skeptical of brands, and they’re not as quick to hit the "Buy Now" button without first doing their homework. This is where authenticity plays a crucial role. Customers need to know that your brand is real, your products are legitimate, and your promises are genuine. The old way of relying solely on marketing tactics isn’t enough anymore; brands must invest time in building trust and community.
Today, people want to feel like they’re a part of something. They want to be engaged and be part of a community where their opinions matter. This was not as big of a deal in 2019. Back then, your brand could stand alone and still attract a loyal following. But now, the best brands are those that foster a sense of belonging among their customers. They connect with them on a deeper level by sharing stories, responding to questions, and creating conversations.
Emails are still the king of communication. According to Campaign Monitor, emails have an average ROI of $42 for every dollar spent. While social media and other platforms are important, email is the one channel that consistently builds trust and loyalty. People sign up for your emails because they believe in your brand, and when used correctly, email marketing becomes a tool for developing long-term relationships.
Another significant change I’ve seen is the shift in payment options. Back in 2019, customers were primarily paying for products upfront, but today, more and more businesses are offering installment payment options. According to a 2023 report by Shopify, nearly 40% of consumers preferred buy-now, pay-later options for purchases over $100. This gives customers more flexibility and allows businesses to cater to a wider audience. It also reflects how we’ve become more accustomed to spreading out our payments to manage our finances better, something we didn’t see as much of just a few years ago.
The e-commerce landscape has transformed in ways I never could have imagined in 2019. While it’s been challenging, it’s also been an exciting journey. As business owners, we must adapt, be patient, and tap into the creative ways we can serve our customers. It’s no longer just about selling products; it’s about understanding the deeper needs of your audience, building trust, and creating an authentic experience that keeps them coming back for more.