In 2025, e-commerce will enter an era where "advertising alone can't win"! The secret to brands that still increase sales
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To those of you struggling with "not selling" on your e-commerce site
- "Ads used to work, but lately, I'm seeing more red."
- "There are so many new e-commerce sites, I don't know where my customers went!"
If you're facing these challenges in your e-commerce business, it's a sign of changing times.
In 2025, the e-commerce industry is at a major turning point. This article will clearly explain why advertising has become less effective and what you need to do now to increase sales.
1. Why the "era of winning with advertising" is over (Changing times)
| Key Point | Explanation |
| End of COVID-19 special demand | Around 2020, online purchases surged due to increased time at home and government handouts. This was an "unusual tailwind" for e-commerce, but that tailwind is now gone. |
|
Anyone can easilyopen a store |
Services like Shopify have made it easy for anyone to open an online shop, leading to an explosive increase in competitors. |
| Soaring advertising costs | The increase in competitors intensified the "scramble" for ad slots on platforms like Facebook and Instagram. Click-through rates rose, leading to a situation where "there's no profit left even after paying for ads." |
| Consumers tightening their purse strings | Due to the recession and inflation, consumers are much more cautious than before. They don't buy immediately and "all brands look the same," so they now thoroughly compare and consider before making a purchase. |
2. The "one commonality" among brands that continue to grow sales nonetheless
Brands that are growing even in tough times don't rely on advertising.
Instead of "acquiring new customers with ads," they invest in "mechanisms for deepening relationships with customers." The specific method for this is the use of "email (CRM)."
3. Why is "email" the strongest weapon?
Email is the ultimate tool for building "trust"
Advertisements often end with a "one-time encounter."
However, with just an email address, you can continuously send messages to interested customers.
By delivering information that builds trust, such as product benefits, development stories, and usage tips, customers will come to think, "I can trust this brand."
Overwhelming cost performance
Compared to the cost of acquiring new customers through advertising, the cost of reaching existing customers via email is said to be about 1/40.
By nurturing customers acquired through ads with emails, they become repeat buyers, increasing profitability.
Finally
The brands that will succeed in e-commerce from now on are not those that "collect customers," but those that "nurture relationships with customers."
Use tools like email to turn one-time customers into "fans."
