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eTail London Is Approaching!
What to expect this June in London.
Zihan Lyu
June 06, 2025
Hi there,
Unofficially eTail London is your inside line on the insights and strategies shaping the future of retail. We’re here to surface what matters — before, during, and after the event.
We took a deep dive into this year’s eTail London agenda — and a few common threads emerged. Let’s have a look:
🔮 What to Watch at eTail London 2025
🧠 AI gets practical (finally)
Forget the hype. This year’s sessions signal a shift from GenAI experiments to real-world impact. From Lenovo’s neuro-inclusive UX powered by adaptive AI to Moonshot’s fully autonomous CRO tools, the focus is on AI that solves — not stuns.
Why now: CMOs are under pressure to justify every tool in the stack. AI that delivers measurable ROI — not just headlines — is becoming the baseline, not the bonus.
📦 DTC brands are growing up
From PerfectTed’s Dragons’ Den growth story to AKT London's grassroots global expansion, the indie brand moment isn’t about launch anymore — it’s about scale. Sessions will unpack omnichannel expansion, community-led marketing, and the new rules of retention.
Why now: With customer acquisition costs rising, DTC brands need to mature fast or die slow. Scaling is existential.
🛍️ Omnichannel gets operational
Forget buzzwords — this year, “omnichannel” means infrastructure. Think predictive analytics for CLV, shoppable content that blends IRL and digital, and strategies to convert marketplace shoppers into first-party loyalists.
Why now: Post-cookie urgency and rising fulfilment costs mean brands need total visibility from click to customer to keep margins healthy and growth sustainable.
📈 Loyalty redefined — again
It’s not just points and perks. This year’s agenda zooms in on emotional loyalty, values-based retention, and experience-led engagement. Brands are tapping data not just to reward — but to reconnect.
Why now: As every brand competes on price and convenience, emotional loyalty is the last true differentiator. And it starts post-purchase.
🧬 Personalisation that doesn’t creep
Lenovo, SideChef, and Biotiful Gut Health will showcase how inclusive, real-time personalisation is shaping CX — and why first-party data + AI is finally delivering relevance without crossing privacy lines.
Why now: With GDPR tightening and consumers savvier than ever, brands must personalise responsibly — or risk losing trust and traffic.
TikTok’s live commerce sessions and UGC-focused panels show how brands are blurring the line between entertainment and eCommerce. This isn’t side-channel marketing — it’s a full conversion funnel.
Why now: With attention spans shrinking and social platforms eating search, brands that master social shopping will lead the next wave of conversion.
👉 That’s where a partner like Fospha comes in.
As brands double down on social and retail media — with TikTok, Meta and Amazon eating up more of the funnel — the challenge isn’t launching campaigns. It’s proving what worked.
Fospha helps marketers move past guesswork, offering full-funnel attribution that shows how upper-funnel activity leads to real sales, even on third-party platforms like Amazon.
With Unified ROAS, Fospha is helping brands measure what matters — whether it's a creator-led TikTok campaign or a paid push across YouTube, Meta, and more.
No more silos, and no more analysis paralysis. Just one clear view of how your media spend drives actual growth.
📊 Quick Poll: Which track or topic are you most excited about at eTail London 2025? |
👋 Chat with ClickZ on the ground
We’ll be at eTail London covering the biggest stories, speaker soundbites, and breakout moments.
Got a POV, challenge, or trend worth talking about? Let’s make it part of the conversation.
📲 Like what you’re seeing?
And that’s just the beginning. We’ve got exclusive insights and game-changing ideas coming your way in the next few weeks — all designed to keep you ahead of the curve. Stay tuned, because eTail London 2025 is about to get even more exciting!
Unofficially eTal London Team
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🎥 Social commerce gets serious