Welcome to Unofficially eTail – your insider guide to the biggest trends, insights, and conversations at eTail West 2025. For live event clips, speaker soundbites, and exclusive interviews, follow us on TikTok and Instagram!
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And that’s a wrap on eTail Palm Springs 2025! After three days of insightful keynotes, expert panels, and deep-dive discussions, one thing is clear—retailers who master AI, omnichannel measurement, and social commerce will come out on top.
But there’s one challenge that kept coming up across sessions: Measurement.
How do you track TikTok’s impact beyond last-click attribution?
How do you prove the ROI of retail media when walled gardens limit transparency?
How can brands connect their media spend to actual business outcomes?
Our partner Fospha was front and center at eTail, helping brands solve these challenges by bridging the retail media measurement gap and unlocking full-funnel attribution.
Missed a session? No worries—we’ve rounded up the biggest takeaways, expert insights, and the trends that will shape retail in 2025.
🔥 The Biggest Lessons from eTail West 2025
📈 AI is Reshaping Retail—But It’s All About Efficiency
AI isn’t just about automation anymore—it’s about scaling personalization, optimizing customer journeys, and driving measurable ROI.
Hanky Panky is using AI to streamline customer acquisition, site navigation, and retention.
Fospha is helping brands bridge the retail media measurement gap with AI-driven attribution models.
Polaris IQ is changing the game in marketing spend, allowing brands to optimize creative before launch.
📹 The Future of eCommerce is Video
Consumers want real, authentic video content—and brands that embrace this shift will win.
Fabletics has 4,000 micro-influencers generating content each month, and 90% of their products feature video reviews.
January Digital recommends that brands shift 80% of their ad content to video.
TikTok & Pinterest are proving that short-form content isn’t just for awareness—it’s now driving conversions.
“If you wait until wedding season to target a bride, you’re already too late.”
🛍️ Social Commerce is Now a Full-Funnel Strategy
TikTok Shop & Pinterest are becoming critical commerce platforms, not just awareness tools.
Brands like Henkel & Kopari are shifting TikTok ad strategies from engagement to conversion.
The TikTok Halo Effect is real—brands are seeing lift across Amazon and Shopify from TikTok campaigns.
📊 Measurement & Attribution Need a Reboot
Retailers are struggling to track omnichannel performance, but new AI-powered measurement solutions are emerging.
Retail Media is growing—but proving ROI remains a challenge.
Marketers lack visibility into how TikTok & YouTube influence DTC and wholesale sales.
Brands need better predictive analytics to make smarter ad spend decisions.
“CPCs are way up, so we’re doubling down on first-party data and owned media. It’s all about profitable, sustainable growth.”
Exclusive Panel Recaps
👗 How Hanky Panky is Scaling with AI While Staying Authentic
Featuring: Sabrina Cherubini, SVP of Brand & Digital
Hanky Panky is proving that AI can enhance, not replace, the human touch in retail.
AI-Driven Customer Experience
50% of customer service interactions are AI-powered, allowing agents to focus on high-value customers.
AI personalizes site navigation across 5,000+ SKUs.
Balancing Paid & Organic Growth
CPCs are way up, so the brand is leaning into first-party data & loyalty.
Owned channels (email, SMS, loyalty) are key to profitable growth.
💡 “AI is helping us automate where it makes sense—so our team can focus on what really matters.”
🍷 Sustainability Needs a Rebrand – Currently Wine’s Disruptive Approach
Featuring: Daniel Rodriguez, CEO, Currently Wine
Sustainability is not a core purchase driver—but convenience and experience are.
Their Solution? Lightweight aluminum wine bottles that cut carbon emissions by 50% and are golf-course & beach-friendly.
Sustainability Must Be Desirable – Not just responsible.
AI & Personalization Drive Customer Retention
💡 “Sustainability is on nobody’s Maslow’s hierarchy of needs. Brands need to make it aspirational.”
🛒 The Retail & eCommerce Trends That Will Shape 2025
Video-First Commerce – 80% of ad content should be video.
AI-Powered Personalization – From dynamic pricing to chatbot-driven customer service, AI is now table stakes.
Social Commerce is a Growth Engine – TikTok, Pinterest, and YouTube are driving direct conversions.
Measurement & Attribution Need a Fix – Brands need AI-driven solutions to track full-funnel impact.
Sustainability Must Be Aspirational – Customers won’t buy just because it’s ethical—it has to fit their lifestyle.
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🔗 Ready to Connect the Dots in Your Marketing Mix?
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