The second quarter of the year is officially here, and it’s one of the most important moments for ecommerce brands to get focused. Q2 is the calm before the peak season storm, a window for testing, optimising, and building momentum before Black Friday prep takes over.

But the landscape is moving fast. New tech, evolving consumer behaviours and fresh platform updates are already shaping the quarter ahead.

Here are the top Q2 ecommerce insights worth keeping on your radar (and what they mean for your strategy).

1. Efficiency is the name of the game

With Q1 spend under review, many brands are heading into Q2 with a sharpened focus on profitability and efficiency.

Expect to see:

• A bigger shift toward blended ROAS and contribution margin metrics
• Brands scaling back unprofitable channels and doubling down on high-performing campaigns
• Greater scrutiny on LTV, retention and CPA per channel

Takeaway: Use Q2 to audit your numbers. Now’s the time to clean up your media mix and align your metrics with long-term growth.

2. Amazon’s algorithm keeps changing

Amazon’s Q2 focus? Better content and more relevance. The platform is rewarding listings that offer value, clarity and trust.

Right now, brands are:

• Optimising A+ content and visuals to drive conversion
• Investing in review generation and parent-ASIN strategies
• Using Amazon Ads not just for visibility, but to feed organic performance

💡 Pro tip: Our free Amazon playbook for brands breaks this down (especially how to boost organic visibility from day one 😉) Grab it here.

3. Google and Meta are pushing creative-first campaigns

Performance Max, Demand Gen, and Meta Advantage+ have one thing in common: creative is king.

In Q2 2025, brands that win will:

• Build ad creative that is tailored to each platform, not just resized
• Use authentic, UGC-style content to build trust fast
• Test multiple hooks and angles across the funnel

Quick win: Turn product demos, testimonials and FAQs into short-form ads and feed them into your top campaigns.

4. Customer retention is in the spotlight

The cost of acquiring new customers is still rising, so retention is becoming one of the highest ROI activities of the quarter.

In Q2, we’re seeing more:

• Post-purchase flows that drive reviews, upsells, and second purchases
• Email and SMS flows focused on product education and loyalty
• Repeat customer-specific discounts and referral incentives

🎯 Reminder: Returning customers are 50% more likely to convert, and they spend more!

5. AI is becoming a quiet competitive advantage

In Q2, the ecommerce brands that are integrating AI behind the scenes (not just for headlines) are gaining ground.

Use cases we’re seeing:

• AI-generated product descriptions and A+ content
• Performance Max campaign creative powered by AI prompts
• Faster customer service with integrated chatbots

Where to start: Choose one workflow and automate it this quarter. Even small changes can save time and drive revenue.

Final thoughts: Q2 is your springboard

Q2 2025 is a strategic window, not just for cleaning up what didn’t work in Q1, but for preparing your brand for a strong second half of the year.

Test new creative. Invest in retention. Build organic traction on Amazon. And stay agile! The brands that learn and adjust fastest will be the ones scaling with confidence come Q4.

‍