🚨 4 Weeks Until eTail London – Here's What We're Bringing

eTail London 2025: Where Retail’s Next Chapter Unfolds

Author

Sophie Bruxner-Randall
May 29, 2025

ClickZ Returns to eTail London: One Month to Go

Welcome to Unofficially eTail – your insider guide to the biggest trends, insights, and conversations at eTail 2025. For live event clips, speaker soundbites, and exclusive interviews, follow us on TikTok and Instagram!

Hi there,

After a standout run at eTail Palm Springs, ClickZ Media is heading back to the ground—this time at eTail London 2025, bringing cameras, content, and conversation to Europe’s biggest retail stage.

Across the pond, the energy at Palm Springs was electric—packed keynotes, brutally honest panels, and a clear consensus: AI, social commerce, and full-funnel measurement aren’t future bets anymore—they’re survival tools.

But amidst the buzz, one pain point dominated every room:

📉 The Retail Industry’s Ongoing Struggle: Measurement

You’ve heard the questions before—but now they’re louder, more urgent, and more expensive.

  • How do you track TikTok’s impact when last-click attribution misses the mark?

  • How do you prove ROI across walled gardens in retail media?

  • How do you connect spend to actual business outcomes?

👉 At eTail West, Fospha showed up with answers—demystifying full-funnel measurement and helping brands finally connect the dots across TikTok, Meta, Amazon, and Shopify.

🔥 Top Takeaways from eTail Palm Springs

📈 AI Has Shifted from Tool to Strategy

Gone are the days of chatbots and simple automation. This year, AI was the backbone of every smart retail play:

  • Hanky Panky reengineered their site navigation with AI across 5,000+ SKUs.

  • Polaris IQ is helping brands A/B test ad creative before spend goes live.

  • Fospha’s attribution engine is helping brands track lift across sales channels—turning awareness into measurable action.

📹 Video Is the New Product Page

Brands embracing short-form, authentic video are winning—full stop.

  • Fabletics now has 4,000+ micro-creators generating content monthly.

  • 90% of their SKUs feature video reviews.

  • January Digital is pushing clients to shift 80% of their ad creative to video.

  • TikTok, Pinterest, and YouTube aren’t just top-of-funnel—they’re driving DTC and marketplace sales.

“If you wait until wedding season to target a bride, you’re already too late.”

Sabrina Cherubini, Hanky Panky

🛍️ Social Commerce Is Now a Sales Channel

It’s official—social isn’t just for engagement anymore. It’s for conversion.

  • Brands like Henkel and Kopari are pivoting TikTok campaigns toward commerce, not just views.

  • The TikTok Halo Effect is seeing direct lift on Amazon, Shopify, and beyond.

  • Pinterest’s shoppable moments are becoming critical revenue drivers.

📊 Measurement Needs a Reboot

Retailers know what’s broken—they just don’t know how to fix it.

  • Retail media is growing, but proving ROI? Still murky.

  • TikTok and YouTube’s influence on omnichannel sales is poorly understood.

  • CPCs are up. Budgets are tight. And brands are flying blind without full-funnel clarity.

“We’re doubling down on first-party data. It’s the only way to drive profitable, sustainable growth.”

Sabrina Cherubini, Hanky Panky

👗 Panel Spotlight: How Hanky Panky is Scaling with AI While Staying Human

Key strategies shared:

  • 50% of all CS tickets now resolved via AI, freeing up team time.

  • Personalisation engines tailor every shopper journey based on behaviour.

  • Loyalty and SMS are driving 30%+ of returning customer revenue.

  • AI is the efficiency play—people remain the differentiator.

🍷 Interview Spotlight: Sustainability Needs a Rebrand

Currently Wine’s Daniel Rodriguez dropped a truth bomb:

“Sustainability isn’t on anyone’s Maslow’s hierarchy. If it’s not convenient and desirable, it won’t sell.”

Their aluminum wine bottles?

  • 50% fewer emissions

  • Golf-course friendly

  • Winning over millennials and Gen Z not with ethics, but experience

ClickZ is going big at eTail London.

  • 🎤 Live interviews with eCommerce brands, retailers, marketers, and tech vendors

  • 📍 On-the-ground coverage across both days

  • 📰 Post-event wrap-up content distributed across ClickZ and our Unofficially eTail London newsletter

  • 🎥 15-minute interviews — no prep required

Coming Soon from ClickZ Media

In the weeks ahead, we’ll be sharing:

  • Top sessions and speakers to bookmark

  • A sneak peek at our editorial coverage slate

  • Behind-the-scenes on who we’re interviewing and why

  • And yes—the London edition of our TikTok video content stream

@clickz_official

Before You Go!

Here’s just a taste of the sessions and speakers we’re excited to cover on the ground:

💬 “AI in Action: Why, When, and How?”
Donna Bedford, Global SEO Strategy, Lenovo
→ Expect insights on how real brands are deploying AI in marketing ops and site experience.

📈 “Mastering Predictive Analytics to Boost Customer Lifetime Value”
Ryan McClurkin, Chief Analytics Officer, Jewelry Television
→ A must-attend for marketers looking to shift from ROAS to LTV.

🎙️ “Who’s Really Telling Your Brand Story? Brand Identity in the Age of TikTok”
Nora Zukauskaite, Director Integrated Marketing, TikTok Shop UK
→ Brand-building on TikTok, beyond dance trends and hashtags.

🌍 “Cross-Border Expansion in the Age of Unified Commerce”
Executives from Notino, Michelle-Kenza, and Jewelry Television
→ The playbook for scaling in fractured markets.

🧠 “Omnichannel Loyalty & Emotional Engagement”
Panelists from Karen Millen, Borough Kitchen, My Skin Feels
→ How to blend physical + digital for retention that lasts.

🛍️ Shoppable Content & Live Commerce
Alex Harley, Head of eCom at Percival
→ A practical dive into content formats that actually convert.

📝 “Ask Me Anything: What’s Next in Retail?”
Open Q&A with Lenovo, Fospha, Jewelry Television
→ Crowd-sourced questions, raw answers. No fluff.

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