6 growth strategies for 2025

With the BFCM dust settling, attention is shifting to plans for 2025. How can you continue profitably scaling your brand, improving your margins and enhancing your customer experience?

We asked six industry experts to share their thoughts on strategies you can implement to fuel your growth for 2025.

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Avoid lost sales with endless aisles

As brands scale, an in-person retail presence can be an effective way to drive brand awareness and improve the customer experience. Before making the investment to grow your brick-and-mortar footprint, it’s important to reflect on both the benefits and complexities of a multichannel customer experience. 

Sumer Chawla, Partnerships Lead at Shopify, had this to say about improving customer experience: 

"In 2025, brands with physical locations should adopt the strategy of "endless aisles" to avoid losing sales when certain products are out of stock. Inventory management is crucial for revenue generation, but balancing stock levels can be challenging due to supply chain disruptions. 

Shopify POS’s Buy In-Store, Ship to Home feature helps address this by allowing retailers to sell items not physically present in-store by shipping from warehouses or other store locations. This enables staff to check inventory availability and complete sales on-the-spot, while also allocating more store space for product display, ultimately enhancing retail conversions and customer satisfaction.”

Leveraging Shopify POS alongside Fulfil’s warehouse management capabilities can enhance your customer experience. If your own stores aren’t in the cards for 2025, consider scaling your in-person footprint via wholesale.

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Enhance your shopping experience

One key to driving more revenue for your brand is ensuring your shopping experience is optimized at every step of the journey. Real-time inventory management to prevent overselling, combined with a frictionless user experience can increase conversion rates and customer loyalty.

Rocco Scavetta, Chief Operating Officer at Unit203, had this to say about enhancing your shopping experience:

"Regardless of their size, brands should prioritize design cohesion and providing a seamless shopping experience. Implementing frictionless features such as slide-out drawers, pop-up modules, and upsell checkpoints can significantly enhance conversion rates (CRO), average order value (AOV), customer satisfaction, and trust." 

Complimenting your website with post-purchase order-editing and upsell tools like Order Editing can enable your customers to self-edit their orders, increasing the average order value and reducing the number of customer support tickets and returns.

See related: what to expect in an eCommerce ERP

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Optimize your working capital

Many brands experience seasonality in sales, combined with varying lead times for purchasing products. Working cross-functionally to ensure you have accurate financial reporting and can optimize your working capital is key to fuel growth.    

Ben Gammell, Chief Financial Officer at Brex, had this to share about optimizing working capital:

“Working capital is a growth engine for eCommerce companies, and optimized cash flows help you seize those opportunities — like pre-season inventory buys, scaling ad campaigns, or supplier discounts. It’s why your finance partner matters so much. If you have 10-20x higher limits on your corporate card, flexible payment terms to match your cash cycle, and automated expense tracking in real-time, you’ll be able to act fast and avoid leaving money on the table.”  

Leveraging an ERP with eCommerce integrations is key to providing your team with the visibility needed across your supply chain and financials to make informed decisions about optimizing working capital. 

See related: How brands can avoid these 4 financial pitfalls as they scale

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Create event microsites

An in-person event strategy can help your team build strong relationships with independent and specialty retailers and open up new sales channels to fuel B2B growth. Creating event microsites can streamline order management to expand your reach into new markets. 

Alex Anderson, Director of Enterprise Sales and Strategic Partnerships at RepSpark, shared some expertise on this topic: 

“Event (retail) microsites are a great sales enablement tool for any brand selling into independent and specialty retail. These are a great way to both introduce your brand to a new retailer, drive additional revenue from current accounts, and open up new channels such as corporate gifting."

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Analyze your shipping costs

Shipping costs are typically a large expense for eCommerce brands, but can also serve as a lever for growth. By analyzing your carrier mix and fulfillment spend, you can find hidden opportunities to optimize your shipping costs. 

Andrew Kelly, Partner Manager at TransImpact, shared some expertise on shipping cost analysis: 

"Intelligent Inventory: it means watching your products every step of the way – from forecasted demand to shipping. It’s the only way to optimize planning, enhance efficiency, and increase your profitability. A missed opportunity or fail at any step in the supply chain, and your margins go out the window. And, with the Amazon effect, many organizations jump to expedited shipping or free shipping to compete. Are you analyzing your margins including shipping? That’s actual shipping costs… not just estimated."

By analyzing your shipping costs and exploring alternative carrier allocation mixes, you can drive improvements in margin and customer experience to fuel your growth in 2025.    

See related: Carrier Management for BFCM

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Expand into new markets

Selling into new regions is a great way to expand your customer base as you grow. Setting yourself up with the right infrastructure to support international selling and shipping is key to making this a success.  

Tom Griffin, President at Passport, had this to say about expanding into new markets:

"Expanding internationally can more than double a brand’s addressable market while also lowering customer acquisition costs. Markets like Canada, the UK, the EU, and ANZ are easy to break into and full of potential, thanks to their high digital adoption and strong eCommerce spending. By tapping into the lower customer acquisition costs in these regions, brands can create profitable demand in new high-growth markets for their products."

Whether you’re already selling cross-border or thinking about starting, solutions like Passport Global that simplify cross-border logistics, manage compliance, and deliver localized site experiences can easily accelerate cross-border growth. 

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Moving forward

Experimenting with new cross-functional strategies can unlock growth opportunities for driving brand awareness, improving margins and enhancing the customer experience. By planning ahead for 2025, you can set your brand up for a successful year of growth.  

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