How To Grow As An eCommerce Small Business In 2025

The eCommerce world is ready to thrive this year, especially in the UK. A report by Anchanto says the online commerce world is worth £2,089.6 billion in the UK. Retail sales now account for about 1/3 of total retail sales in the UK.

For SMEs, this growth is a massive opportunity. Experts, such as Niko Moustoukas, digital marketing specialist and director at Limely, suggest that end-of-year planning is an ideal moment to refine strategies, allowing businesses to capitalise on the growing market we’re about to face in the year ahead.

Marketplaces are beginning to accommodate smaller businesses, which then makes it possible for them to compete on a larger stage. Platforms such as Etsy now bring quite a number of support tools for third-party sellers that’ll help reach more customers without requiring large-scale operations.

eCommerce marketplaces are the most efficient and savvy way to reach consumers. Making use the traffic, marketing, and logistics infrastructure of established platforms reduces upfront expenses. This is especially useful for smaller brands seeking to test new products and gauge demand before scaling up.

 

Which Trends Should SMEs Watch In The Coming Year?

 

Customer expectations are changing, with omnichannel shopping becoming more popular, as mentioned by Anchanto. Concepts like “buy online, pick up in-store” and “buy in-store, ship to home” are becoming popular. Its been proven that many consumers begin their shopping journey online, extensively researching products before heading to physical stores.

In-store browsing is no longer limited to immediate purchases. Shoppers often use the experience to assess quality, fit, or features, later completing their purchase online.

Social media platforms are transforming into powerful sales channels. Instagram and TikTok lead the way for Gen Z, while Facebook continues to dominate among Millennials. Direct purchases through these platforms are on the rise, making social commerce an area to watch.

Subscription eCommerce is also growing, particularly for consumable goods like groceries and personal care products. This model ensures predictable revenue and builds long-term customer relationships, as subscribers often stay signed up for months at a time.

Bots are playing an increasingly complex role in eCommerce. As Shira Itzhaki, Head of Identity and Bot Protection at Forter, explains, “Good bots can benefit businesses by automating stock replenishment or gathering market data, but bad bots disrupt operations by hoarding inventory or engaging in fraud. Effective management tools are essential.”

 

Why Does Understanding The Customer Matter?

 

Understanding customer psychographics such as interests, values, and lifestyles is of the utmost importance for SMEs. “Leveraging psychographics provides a deeper understanding of your audience’s emotional triggers,” says Niko Moustoukas. “It opens up opportunities for innovative content pillars and collaborations that resonate with their hobbies or values.”

This goes beyond traditional demographics to build a richer picture of buyer behaviour. In identifying what truly resonates with their audience, businesses can create campaigns that feel personal and relevant.

Personalisation is no longer optional in eCommerce. Shoppers now expect personalised recommendations, ads, and landing pages. Businesses that meet these expectations often see better conversion rates and higher customer retention.

Vadym Nekhai, the Chief Growth Officer at Kitcast said, “I think in 2025 SME will focus mainly on personalisation and becoming more customer-centric. This is particularly important for them since they have smaller consumer bases compared to larger competitors, which means it’s absolutely crucial that those consumers are loyal.

“And how can you create loyalty and trust? By listening and adapting to your consumers. This means knowing exactly where your consumers’ priorities lie and what it is they need. Based on that, SMEs can further deliver true value and find a unique approach to each customer by personalising marketing strategies and the shopping experience.”

 

 

How Can Technology And Platforms Support SME Growth?

 

A scalable and stable eCommerce platform is fundamental for growing SMEs. Platforms need to handle increased traffic and orders without compromising on speed or user experience. Investing in systems with features like international shipping and advanced analytics ensures that businesses can adapt as they expand.

“Outdated systems can be a bottleneck for growth,” advises Niko Moustoukas. “Migrating to SaaS or cloud-based solutions reduces operational issues and allows for seamless integration with carriers or marketplaces.”

Traditional CAPTCHA systems are not sufficient to distinguish between helpful and harmful bots. Newer technologies that assess user behaviour and browser patterns can block malicious bots while allowing beneficial ones to operate. These tools are needed for fraud prevention and inventory management.

 

How Do Shipping And Logistics Influence SME Growth?

 

Accurate stock information and timely deliveries are so important to make for maintaining trust. Delays or incorrect orders can lead to negative reviews, harming a brand’s reputation. For this, reliable logistics are needed.

“Overpromising and underdelivering damages customer trust,” warns Laura Hartnady. “Working with reliable carriers and offering multiple shipping options can significantly improve customer satisfaction.”

Flexible last-mile delivery options are in demand. Trusted carriers like DPD, Amazon Shipping, and Royal Mail have different services, such as same-day and next-day deliveries. Businesses that give customers multiple shipping choices are more likely to satisfy their needs.

 

Should I Expand My Business Internationally?

 

Expanding internationally gives businesses access to larger customer bases. The UK’s strong infrastructure and logistics networks make it a strategic hub for both importing and exporting goods.

Cross-border expansion involves dealing with multiple tax systems, shipping requirements, and customs regulations. Investing in local fulfilment centres can simplify logistics and improve delivery times.

 

What Are The Top Tips For Thriving In 2025?

 

Experts recommend a few strategies for SMEs:

Make Sure Your UX Is User Friendly: “Clear navigation, mobile responsiveness, and intuitive design can improve conversions significantly,” advises Niko Moustoukas.

Personalise Experiences: “Tailoring experiences based on psychographics helps build stronger connections with customers,” notes Niko Moustoukas.

Competitor Analysis: “A thorough SWOT analysis helps identify opportunities to outperform competitors,” says Laura Hartnady.

Social Commerce: “Platforms like TikTok and Instagram are vital for engaging younger audiences,” adds Laura Hartnady.

Strengthen Logistics: “Reliable shipping partners and real-time tracking improve the post-purchase experience,” suggests Shira Itzhaki.