Ecommerce
MarTech is your source for ecommerce content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Shoppers are increasingly using digital channels to buy products, even when they visit physical stores. It’s no longer a question of if your customer is online, but how you can use specific touchpoints to help them on their journey. This transformation in experience brings retail chains, direct-to-consumer brands and even traditional consumer packaged goods in closer competition as they all strive to deliver the seamless purchase options their customers prefer.
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Mailchimp delivers new toys for retailers ahead of the holidays
Fragmented tools and data gaps make holiday campaigns harder to connect across channels. Mailchimp wants to help.
60% of shoppers expect to use AI agents in the next 12 months
Agentic AI is poised to rewrite the rules of retail. Consumers are ready. What about retailers?
Customer journey orchestration
Your website isn’t ready for AI agents — here’s what needs to change
Most websites aren’t built to support the seamless, personalized agent-drive experiences customers now expect.
Marketing artificial intelligence (AI)
OpenAI expands ChatGPT into an app platform — and a new channel for marketers
Making ChatGPT into an app platform creates a new, high-intent channel where marketers can reach 800 million users directly in conversation.
Invalid traffic detection gets smarter with HUMAN’s Page Intelligence
The latest addition to the company's ad protection suite gives brands new control over fraud and performance data.
U.S. online holiday shopping expected to hit a record $253 billion
Adobe predicts mobile, AI-powered shopping and social media to drive the season’s biggest shifts in consumer behavior.
IAB cuts ad forecast as tariffs take a bite out of spending
Ad spend growth is expected to drop from an earlier prediction of 7.3% to 5.7% as 91% of ad buyers say tariffs are driving budget decisions.
Zeta Global acquires enterprise software business from Marigold
Marigold is holding on to its SMB tools like Campaign Monitor and Emma, but its relationship marketing apps are on the move.
How Amazon Ads enables full funnel measurement
With new metrics like MTA, LTS and conversion path reporting, Amazon Ads gives marketers deeper insight into performance across the funnel.
Why genAI search is as bad for shoppers as it is for marketers
GenAI search engines promise the “best” information, but deliver shallow, incomplete answers that frustrate buyers and shortchange sellers.
Your holiday marketing playbook must put sincerity before sales
Not every holiday is a sales opportunity—knowing when to celebrate and when to stay silent can make or break customer connections.
Agent Payments Protocol (AP2): What does it mean for ecommerce and marketers?
When AI agents start buying for humans, everything we think we know about ecommerce changes.
3 things you’ll only learn at the SAP Emarsys Loyalty Masterclass
Industry leaders reveal their proven strategies on Sept. 24, 2025. Will you be there?
Shoppers expect fewer discounts this holiday season
Labor Day weekend saw fewer discounts, but it didn’t seem to stop shoppers. What’s going to happen once Black Friday comes along?
Marketers must deliver value and trust to shoppers facing higher holiday prices
Expect a volatile shopping season, as higher prices and fewer discounts change buying habits. Marketers must act early and stay agile to win consumers.
Holiday shopping is starting earlier in the year
Stuck targeting just Black Friday and Cyber Monday? Your customers aren’t. Gen Z starts shopping in June.
Mobile marketing with RCS: What you need to know
RCS is game-changing technology for mobile marketing. Updated with a prediction that RCS fraud will grow as the platform expands.
How to keep emails from getting lost in the holiday inbox surge
Too many channels. Not enough impact. Gen Z and Millennials are disengaging—here’s how to reclaim their attention before Black Friday hits.
What to expect from social commerce during the upcoming holiday shopping season
TikTok Shop showed social is now the storefront and creators are converting. Are you ready to close the sale?
One-third of consumers turn to AI when shopping
Consumers are embracing AI in shopping, yet 47% of brands lag behind. Want to stay relevant? It’s time to rethink your AI strategy.
Klaviyo acquires Gatsby to improve social commerce insight
Social drives discovery, but data often gets lost. Klaviyo broke out the checkbook to help fill that gap.
What is ecommerce marketing? A complete beginner’s guide
New to ecommerce marketing? Learn what it is, how it works, and the key channels and strategies to grow your online store and drive consistent sales.
Distributed storefronts demand smarter, faster brand strategy
Legacy marketing structures can't keep up with distributed commerce. Unify operations, identity and intelligence to thrive in an always-on retail environment.
Retail media networks: What you need to know
RMNs are a great opportunity for marketers and ad publishers. However, both groups must first resolve significant technological issues.
How AI is winning digital shoppers through personalization
AI isn’t just improving digital retail — it’s helping brands win the battle for attention, engagement and loyalty.
5 Amazon Ads features you’re not using — but should be
Missed these Amazon Ads features? Catch up on Attribution, Prime Video and more ways to drive better, data-backed campaigns.
Interactive emails give your sales funnel a competitive edge
Level up your email marketing strategy with gamification, polls, embedded videos and other high-impact interactive tools.
New IAB Framework aims to bring clarity to gaming ads
The framework standardizes game ad campaign metrics and outlines what metrics to expect and what additional data to request.
Klaviyo turns AI and data loose on the challenges of multichannel marketing
Juggling channels, losing time and revenue? Klaviyo wants to fix the chaos with AI-optimized, real-time omnichannel execution.
Your ecommerce calendar just got a year-round makeover
Seasonality in retail is shifting. Engage customers year-round with personalized campaigns that go beyond traditional holiday sales.
How to effectively measure ecommerce using GA4
Google Analytics 4's event-based model can provide the metrics and track the customer behavior that will drive revenue.
2025 will redefine loyalty. Here’s what that means for brands.
New expectations are emerging around transparency, values, and real-time relevance. Is your brand ready to meet them?
Ad costs are soaring and retailers are panicking — here’s the fix
Dealing with rising ad costs and flat results? See how affiliate programs deliver cost-effective growth across every retail touchpoint.
Marketing artificial intelligence (AI)
Figma’s new tools create a design-to-deployment ecosystem
Features for marketing and brand teams position Figma as a direct competitor to Canva, Adobe, WordPress and Wix.
How should marketers market to consumers under stress?
How should marketers approach consumers stressed out by economic uncertainty, tariffs and political turmoil?
Google is keeping cookies in Chrome
The tech giant reverses course on its long-planned depreciation of third-party cookies.
Google search antitrust case: What the government wants
The DOJ’s proposed Google breakup targets Search, Chrome and ads to boost competition. Google says this would harm national security.
Half of ecommerce brands lack the support to scale personalization effectively
A report from Mastercard found many personalization efforts failing when it comes to resources, strategies and metrics.
Marketing artificial intelligence (AI)
5 stories for marketers coming out of Google Cloud Next 2025
From AI agents and multimodal content creation, to real-world stories from major brands, here's the good marketing stuff from Google Cloud Next.
5 areas where businesses need to improve their customer experience
Customers lose faith in brands when they feel they're putting in too much effort.