Thriving in ecommerce 2025 amid economic uncertainty

Ecommerce leaders in 2025 face a dual mandate: drive growth in a digital market that’s still expanding while tightly controlling costs in an unpredictable economy. Inflation remains elevated in many regions, consumer behavior is shifting, and the aftermath of the 2024 US election brings policy unknowns.

According to our latest report on The biggest challenges (and solutions) facing retailers in 2025, 8% of ecommerce experts cite economic uncertainty as their primary concern, making adaptability essential for long-term success.

As Tyler Davis of PetSmart cautions:

‍“With a lot of uncertainty ahead, there’s no doubt that the coming years will bring plenty of disruption, and competition is only going to get fiercer.”

In this environment, retail executives must chart a course that balances ambition with prudence, capturing new opportunities for revenue without jeopardizing profitability.

In this blog, we’ll examine one of the biggest challenges on retailers' minds this year: navigating economic uncertainty while maintaining both growth and cost control.

The new 2025 reality: Growth meets frugality

Despite economic headwinds, online retail continues to climb (global ecommerce is projected to grow ~9% over the next few years), offering hope that there’s business to be won. Yet consumers are more value-conscious than ever. Even as inflation shows signs of cooling, shoppers remain cautious and are cutting back on non-essentials, forcing brands to compete harder for each sale.

Post-election market shifts add another layer of complexity—leadership teams are keeping a close eye on potential changes in regulations and consumer sentiment.

The upshot: Retailers can’t assume a rising tide will lift all boats in 2025. Growth is out there, but it must be earned efficiently. Alex Bader of Alantra notes that many brands are moving away from “growth-at-any-cost” and instead scrutinizing ROI on every initiative.

‍“There is a lack of spending from consumers this year; everyone has been very nervous about the economy, the election, and overall macro trends. Everyone has been tight with spending, both for consumers and for brands spending on their technology stack.”
— Alex Bader, Senior Associate at Alantra

That means doubling down on what works, trimming what doesn’t, and ensuring no revenue is lost to preventable mistakes or inefficiencies.

Maintaining site health: The foundation of ecommerce success

When budgets tighten, every dollar of revenue counts more than ever.

Yet many ecommerce brands leak revenue due to hidden website errors, slowdowns, or downtime that frustrate customers. These issues often fly under the radar until it’s too late—leading to abandoned carts, failed transactions, and negative reviews.

Matt Ezyk, Senior Director of Engineering at Hanna Andersson, emphasizes the importance of a frictionless customer journey: even minor glitches can erode customer loyalty instantly. Industry data backs this up: retailers have made digital resilience a top priority because even brief downtime or site bugs can cause significant losses.

One analysis found that downtime can cost the retail industry up to $287 million per year in lost sales and remediation costs.

The lesson is clear: proactively finding and fixing errors is not a “nice to have” but a must for protecting revenue and customer trust. Forward-looking teams are implementing real-time error monitoring and automated issue resolution (areas where Noibu excels) to catch problems before they impact shoppers.

By ensuring their sites run seamlessly, brands not only recoup otherwise lost sales but also deliver the smooth experiences that keep customers coming back. In a crowded market, a glitch-free checkout or a consistently fast page load can be the quiet differentiator that drives repeat business.

Key takeaway: Ecommerce brands require purpose-built solutions that directly impact revenue and customer experience. Generic monitoring tools fail ecommerce, but Noibu ensures brands can innovate and scale without compromising performance.

Maximizing ROI and tech stack efficiency

Retailers facing economic uncertainty need to be more strategic with their technology investments, focusing on high-impact solutions that drive revenue while minimizing operational waste.

Brands are prioritizing efficiency by:

• Consolidating their tech stacks to focus only on tools that deliver measurable ROI.
• Using automation to eliminate revenue-draining inefficiencies.
• Preventing and fixing errors to increase conversions and customer retention.

The cost of inaction is greater than the cost of investment. A site riddled with errors or slowdowns not only loses revenue but also impacts customer retention and reputation.

By safeguarding ecommerce revenue through strategic technology investments, brands can ensure every dollar spent works harder. Noibu helps brands reduce hidden costs, protect margins, and maximize ROI by eliminating preventable revenue loss.

AI and automation: Cost-controlled growth engines

One way ecommerce leaders are balancing growth while cutting costs is through smarter technology investments. AI and automation have shifted from buzzwords to real-world lifelines for retail. In fact, 80% of retail executives expect to have AI-driven automation implemented by the end of 2025, underscoring the industry’s bet on tech-enabled efficiency.

For example:

• AI personalizes marketing and product recommendations without increasing headcount, improving both conversion rates and customer experience.
• Automation streamlines inventory management and customer service, reducing labor costs and human error.
• Predictive analytics optimize pricing and demand forecasting, driving revenue growth without proportional spending increases.

“Automation and AI let us do more with less,” adds Tyler Davis, reflecting a common sentiment that these tools sustain growth in lean times.

‍“In times of economic uncertainty, ecommerce teams should prioritize personalization through AI-driven insights and invest in automation to streamline operations and reduce costs, ensuring they deliver relevant, efficient customer experiences while optimizing resources.”
— Matt Ezyk, Sr. Director of Engineering at Hanna Andersson

The key: Focus on pragmatic AI—solutions that drive clear operational improvements or revenue lift, rather than chasing tech hype. Noibu’s AI-powered solutions provide intelligent insights for performance optimization, helping teams proactively resolve errors and ensure peak site health.

Navigating uncertainty with resilience and agility

With 2025’s economic uncertainty, ecommerce leaders must foster both resilience and agility:

• Resilience means shoring up the foundations: robust infrastructure, reliable online experience, and a tight grip on operational efficiencies.
• Agility means being ready to pivot strategy as conditions change—whether reallocating budget to a higher-ROI channel, rapidly adjusting pricing, or rolling out a new feature to meet emerging customer needs.

The common thread is data-driven decision-making and constant optimization. Brands that thrive will proactively address weaknesses (from supply chain kinks to website errors) and invest in capabilities that allow them to adapt quickly. It’s a time to be bold in vision but disciplined in execution.

Every initiative should answer the question: How does this help us grow or save money (preferably both)? By leveraging AI for smart growth, automating to eliminate waste, and safeguarding the digital customer experience, ecommerce leaders can confidently steer through choppy economic waters.

Looking ahead: The future of ecommerce resilience

Economic uncertainty doesn’t have to mean growth paralysis. By embracing technology and focusing on efficiency, online retailers can turn 2025’s challenges into opportunities to differentiate and build loyalty.

The road ahead will test every brand’s operational fitness and creativity, but with the right playbook, directors and C-suite leaders can deliver both top-line expansion and bottom-line stability.

For a deeper dive into these strategies and to hear more insights from 100+ retail experts (including Tyler Davis, Alex Bader, Matt Ezyk, and others), be sure to download Noibu’s full 2025 State of Ecommerce Report. Arm your team with the knowledge to not just weather uncertainty but to lead through it confidently.

Get the full report now and position your brand to win in 2025 and beyond.

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