Mobile Dev Memo Podcast
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.
44:08
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Quick takeaways
- The eCommerce landscape in 2025 is marked by stabilization and a return to healthy operating conditions amid market corrections.
- Meta's Advantage Plus Shopping Campaigns signify a strategic shift towards optimizing creative content over audience demographics in advertising.
Deep dives
Contextual Intelligence in App Notifications
Context SDK employs over 200 smartphone signals to accurately determine a user's real-world context, such as when they are commuting or relaxing. By leveraging this contextual data, apps can send precisely timed push notifications and tailored in-app offers, enhancing user engagement. One client using Context SDK experienced a remarkable 80% conversion boost and a 20% increase in customer lifetime value, showcasing the effectiveness of context-aware marketing strategies. This approach represents a significant shift towards more intelligent, user-centric app interactions that can foster brand loyalty and improve overall customer experience.
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