Q2 2025 delivered another dynamic chapter for eCommerce brands. From strategic platform shifts and AI-powered tools to inflation-influenced consumer behavior and social commerce breakthroughs, the second quarter offered no shortage of lessons and opportunities. At aiCommerce, we’ve distilled the quarter’s most impactful developments to help brand leaders like you plan smarter for Q3 and beyond.
Prime Day Announced for July 8 – 11
Amazon announced its 2025 Prime Day dates early this year, giving brands more runway for promotions, inventory prep, and PPC strategies. Early access deals and invite-only discounts are expected to increase in prominence, meaning brands should optimize listings and audiences now.
Pet Meds & Private Label Play
Amazon’s expansion into prescription pet medications and deeper investments into private-label products indicate continued vertical integration. Brands relying on Amazon must pay attention to how category saturation, pricing, and visibility may shift.
Takeaway for Brands:
Diversification is no longer optional. Use Q3 to solidify your multichannel strategy and start testing new product formats, bundles, and content now.
Amid growing tariff pressure and inflation concerns, both Walmart and Target doubled down on price positioning in Q2. Walmart’s new price-matching program and Target’s summer savings campaign signaled a competitive push to earn cost-conscious shoppers.
What This Means:
Even premium brands need to show value. That doesn’t mean lowering prices—it means rethinking how you position products, bundle SKUs, and create offers that feel irresistible.
From Alibaba’s dynamic AI-driven ads to Shopify’s improved Sidekick assistant, Q2 saw a flood of AI-enabled tools designed to streamline eCommerce operations and drive conversions. These tools are helping brands auto-optimize pricing, product images, copywriting, and even customer support workflows.
Pro Insight:
Early adopters of AI tools are seeing better ROI, improved productivity, and increased customer satisfaction. If you haven’t already, Q3 is the time to evaluate your AI stack—especially for listings, ads, and internal operations.
TikTok Shop saw a surge in adoption and GMV growth in Q2, especially in beauty, wellness, and home goods. The introduction of in-app checkout in more regions and expanded seller support has made it even easier for creators and brands to turn content into commerce.
What’s Working on TikTok Shop?
Creator-led promos (UGC and affiliates)
Bundled offers
Fast, mobile-first shipping experiences
Action Step:
Test 1–2 SKUs with a TikTok Shop strategy in Q3. Focus on product education, entertainment, and urgency to convert scrollers into buyers.
Q2 data showed cautious optimism from U.S. consumers. Shoppers are buying, but they’re more selective. Essentials, value bundles, and mission-aligned brands continue to win.
Top Q2 Behavioral Trends:
Increased cart abandonment on high-ticket items
Preference for products with fast, affordable shipping
Growing interest in sustainable, ethical, and local brands
Brand Tip:
Use post-purchase surveys, A/B testing, and direct customer feedback to fine-tune your messaging and offers heading into Q3.
Q2 brought new investments in RMNs from players like Instacart, Target Roundel, and Kroger Precision Marketing. These platforms now offer more robust targeting, measurement tools, and creative formats, giving brands additional ways to reach customers with data-rich campaigns.
Should You Invest?
If your products sell in-store or in multi-channel environments, yes. RMNs can serve as powerful mid-funnel tools when paired with influencer or social ad campaigns.
Alibaba’s Q2 earnings revealed strong domestic consumption, with AI-enhanced personalization helping drive conversions. For U.S. brands, this highlights growing opportunities to explore cross-border expansion—especially in APAC markets.
Next Steps:
Explore global marketplaces or third-party partnerships in Q3 to diversify revenue streams and reach untapped audiences.
Q2 confirmed that agility, tech adoption, and customer centricity are winning traits in 2025. To stay competitive in Q3:
Tighten up your marketplace strategy
Test emerging platforms like TikTok Shop
Revisit your pricing and bundling strategies
Lean into AI tools where possible
Track what’s working and iterate quickly
At aiCommerce, we help brands turn quarterly trends into tangible growth strategies. Whether it’s scaling your Prime Day success, testing social commerce, or unlocking new markets—we’re here to help you scale smarter.
More About aiCommerce
aiCommerce is a global digital marketing agency with a focus on retail and eCommerce marketplaces. Started by three digital marketing experts, aiCommerce is primed with decades of digital marketing experience and backed by our 90-day grow and know guarantee, we can help your brand grow across eCommerce channels to gain brand awareness and increase sales! Now is the perfect time to utilize our eCommerce experts to help grow your business.
