There are now less than 10 weeks to go until Re:commerce 2025, and the full agenda has now been announced.

We’ve got an incredible line-up of speakers, boasting some of the brightest minds working in digital marketing, SEO and ecommerce right now. This is a must-attend event for ecommerce brands and marketers that want to keep their finger on the pulse of the rapidly changing digital landscape. To ensure continued growth in 2025 and beyond we need to be able to think differently and challenge how we do things, rather than expecting the same old tactics to continue driving revenue as customer behaviour changes.

Let’s take a closer look at our speakers and what they’ll be sharing with our attendees.

Our opening keynote — Andreas Ekström

Digital Humanist | Author | Journalist

Organic Intelligence is the New Superpower

Andreas Ekström has spent many years reporting on how media, business and politics is impacted by the major digital power players in the world, working as a culture reporter and columnist for Sydsvenskan, a national Swedish newspaper.

Andreas has also been an educator since 2010 and a regular on the international conference circuit, and is a highly sought after speaker that has been very well received across Europe thanks to the deep insight provided by his lectures.

At Re:commerce 2025, Andreas will kickstart the day with his thought-provoking ideas, questions and hands-on tools that help us to understand the impact the digital world has on relationships, culture and human interactions, stressing the importance of ‘organic’ intelligence as we enter the artificial intelligence revolution.

Gillian Ridley Whittle

Founder | Peachaus

Breaking the Mould in Retail Strategy

Pulling on her experience of over 30 years in commercial retail, Gillian Ridley Whittle will take Re:commerce attendees on her journey from big brand fashion director (M&S, Target, Topshop) to founder of Peachaus, a lifestyle brand with an ethical stance focused on changing customer mindsets and building a sustainable brand.

Gillian will share her experience of applying offline learning to building a digital presence, helping us to understand how experience-based retail is taking shape online and providing inspiration of how to think differently in the world of ecommerce.

Crystal Carter

Head of SEO Comms | Wix

Building Brand Visibility in an Evolving ecommerce Landscape

Large language models (LLMs) are causing a lot of disruption to the search landscape right now, and brands need to adapt if they want to remain visible to their target market.

Backed by over 15 years of SEO and digital marketing experience, Crystal Carter will provide Re:commerce attendees with her take on the challenges ecommerce brands have to tackle—but also the opportunities that AI can offer.

Crystal will also discuss the broader implications on marketing in an AI-enabled world, ahead of a quickfire Q&A session with fellow Re:commerce speaker Shannon McGuirk and Re:signal’s founder Kevin Gibbons.

Shannon McGuirk

Digital PR Director | Re:signal

How to Win in Digital PR Through Audience Understanding

Shannon McGuirk joined Re:signal as Digital PR Director in October, bringing with her a wealth of experience of driving organic growth for leading ecommerce brands like ASICS, FatFace and Under Armour.

Shannon is also a veteran of the industry speaker circuit, having given talks at MozCon, BrightonSEO and Outreach, and we’re delighted to have her as part of the Re:commerce 2025 line-up. 

It’s been a tough time for ecommerce brands, with the combined economic shocks of high inflation and the cost of living crisis impacting both overheads and consumer buying power.

It’s also been a year of change in the organic SEO landscape, all of which translates to tricky terrain for brands to navigate.

With this in mind, we thought we’d ask our expert SEO team what they thought about the last 12 months, and what to have on your radar. Check out the advice Marie Turner, Amanda Beales and Kevin Gibbons have for ecommerce brands heading into 2025.

1. Focus on high conversion rate keywords

We’ve seen massive changes to ecommerce SEO in the last 12 months, and that’s on top of it having been a tough year for the sector as a result of continuing cost of living pressures.

The biggest change in 2024 has been the insertion of AI results into the search results pages (SERPs) for a lot of informational keywords—but we expect AI results to be introduced to Google Shopping at some point in 2025. This might offer some benefits for the consumer, but as brands we’re going to lose some traffic to these AI answers.

To counteract this shift we need to remember traditional marketing principles—and it’s an approach we’re taking with all of our clients.

You need to understand your niche, get to know your customers really well, and make sure you answer their questions and expectations when they search.

We’ve also seen that product pages are becoming more important, so we’re looking at very niche categories with keywords that have lower search volumes, but that convert at a much higher rate.

2. Product page optimisation has never been more important

The ability to shop directly in the SERPs isn’t necessarily new, but as the user experience has improved we’ve seen that more and more consumers are taking this route. The top ten results for 85% of apparel-related searches have organic product tiles in them now, and retailers are taking the bulk of this traffic.

This means your product listings need to be ready to be served up in the SERPs.

To capture this traffic, marking up structured data within the different elements of your product pages is essential, for example optimising product titles and product images, and emphasising any unique features of your products or service

3. You need a faceted navigation strategy

Faceted navigation has been really important to ecommerce websites for a long time, that is, being able to index specific filters and answer niche queries.

Google has recently been doing a lot of work to surface product pages in the SERPs more frequently and if, as we expect, they introduce AI results to Shopping soon, an optimised faceted navigation strategy will be even more important. Getting this in place now will allow you to steal a march on the competition in terms of being indexed for niche keywords.

4. Solve for consumers at every stage of the customer journey

Don’t just optimise your bottom of funnel touchpoints, but instead get to know your customer and what they expect and search for at each stage of the customer journey.

Think about their specific interests and what content you can create that engages them, answers their questions or educates them on something new. Taking this full funnel approach, from awareness to consideration to conversion, will allow you to maximise revenue.

5. Download the Sportswear and Athleisure Ecommerce SEO report

Finally, if you’re a sportswear and athleisure retailer, make sure you check out our free industry report. We explored this growing sector and analysed the top performers in organic search, as well as the strategies they’re adopting.

It had been our expectation that more niche branded sites would perform better, because that’s what Google had rewarded historically. However, we found that the more generalist sites had the biggest share of voice over the last 12 months.

We also found out that user satisfaction was higher online than shopping in store (56% versus 44%), demonstrating the value of investing in improving and streamlining the online shopping journey.