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ECommerce is a mess right now. Luxury platforms are crashing. Social commerce is booming (but probably not for long). CAC is through the roof. And somehow, despite all this, brands still need to find a way to stand out, sell, and make money. If you’re running an eCommerce brand in 2025, here’s what’s actually working—and what’s just hype.

Friction in eCommerce is a silent sales killer. When customers hit roadblocks—slow pages, confusing layouts, unnecessary steps—they ditch their carts and move on. The problem? Many online stores create friction without even realizing it. But here’s the deal: Not all friction is the same. Some comes from clunky tech, while other issues stem from poor design choices or pushy sales tactics.