

Season 5, Episode 8: The state of eCommerce in 2025 (with Rishabh Jain)
Feb 18, 2025
In this discussion, Rishabh Jain, CEO and co-founder of FERMÀT Commerce, shares his insights on the state of eCommerce advertising come 2025. He dives into Meta's Advantage+ Shopping Campaigns and the gradual rollout of generative AI tools for ad creation. The conversation shifts to TikTok Shop's growth potential and Shopify's evolving advertising strategies. Rishabh also analyzes the transition from last-click attribution to incrementality testing, emphasizing how DTC brands can adapt in a competitive landscape.
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Episode notes
E-commerce Pendulum Swing
- E-commerce overcorrected in 2022 after overspending in 2021.
- Now, healthy e-commerce businesses with good products can advertise effectively again.
Meta's ASC Shift
- Meta's Advantage+ Shopping Campaigns (ASC) shifted from targeting to creative as the key element.
- This allows Meta's algorithms to find the right customer cohorts, even without closed-loop signals.
Slow Roll Generative AI
- Introduce generative AI tools gradually to onboard users effectively.
- Address user concerns about brand guidelines and potential mishaps.