SEO - The New Brand Channel?

Our latest Substack discusses how SEO is evolving into a brand channel. if you missed it, see the link below.

It’s fundamental reading for anyone working in eCommerce marketing.

Next week, we’ll share how to future-proof your content for AI Search.

What’s Trending?

Our Content & Digital PR Strategies focus on positioning clients' brands ahead of the latest trends. We develop strategic campaigns and newsjacking opportunities through comprehensive trend analysis and research.

Here are our current trend insights across key categories:

🧬 Technology Gets Quantum & Accessible

• Quantum Computing (+71% YoY): Moving beyond lab experiments into commercial applications, with major tech companies racing to deliver practical quantum solutions for enterprise use.

• Reasoning Models (+120% YoY): AI's next evolution focuses on logical thinking and problem-solving capabilities, signalling a shift from pattern recognition to genuine reasoning.

• Dual Portable Monitor (+86% YoY): Remote work's permanent fixture drives demand for productivity-enhancing hardware that transforms any space into a professional workspace.

💄 Beauty Embraces Science & Self-Care

• Red Light Therapy (+60% YoY): Clinical-grade skincare moves home as consumers seek professional results from at-home treatments backed by dermatological research.

• Red Light Mask (+117% YoY): The convergence of wellness technology and beauty routines creates a new category of treatment devices for everyday use.

• Hair Growth Serum (+37% YoY): Scalp health becomes the new skincare frontier, with targeted treatments gaining mainstream adoption beyond traditional hair care.

👗 Fashion Finds Its Extremes

• Open-Toe Kitten Heels (+342% YoY): The return of feminine, practical footwear signals a shift away from athleisure toward occasion dressing and office-appropriate style.

• Flared Jeans Men (+125% YoY): Menswear embraces wider silhouettes as fashion cycles bring back 70s-inspired cuts with modern tailoring.

• Nugget Ring (+81% YoY): Chunky, statement jewellery reflects consumers' desire for bold, Instagram-worthy accessories that make an impact.

🛒 Retail Reimagines Payment & Discovery

• Bobby Approved (+51% YoY): Influencer endorsements evolve into quality certification systems, as consumers seek trusted recommendations in oversaturated markets.

• Flex Payment (+40% YoY): Financial flexibility becomes essential retail infrastructure, with buy-now-pay-later options expanding beyond luxury into everyday purchases.

• TikTok Product (+24% YoY): Social commerce matures as a discovery mechanism, with products gaining viral status and driving immediate purchase intent through short-form content.

🍜 Food Culture Goes Global & Functional

• Malatang (+70% YoY): Chinese street food culture gains Western traction through social media, representing the globalisation of authentic regional cuisines.

• Mushroom Coffee (+19% YoY): Functional beverages merge wellness trends with daily rituals, as consumers seek cognitive benefits from everyday consumption.

• High Protein Chicken (+43% YoY): Fitness culture drives demand for macro-optimised meal solutions that align with health-conscious eating patterns.

Email me at [email protected] for additional insights specific to your sector, including comparative analysis of trending terms across yearly, quarterly, or monthly periods.

eCommerce Performance in May

The UK eCommerce market experienced a sharp decline in May 2025, with year-over-year revenue dropping approximately 4% and traffic falling by roughly 2%. This represents a significant reversal from the positive momentum seen in April, where revenue had grown by approximately 6%.

The May downturn appears to reflect a return to more typical seasonal patterns after the Easter-driven boost in April. Unlike the previous month's performance, which benefited from late Easter timing and unseasonably good weather, May's results suggest consumer spending has normalised following the seasonal spike.

The contrast between April and May highlights the importance of seasonal calendar shifts in eCommerce performance analysis. While April's growth was attributed mainly to Easter moving later in the year (from March 2024 to April 2025), May's decline indicates this was indeed a temporal shift rather than sustained market growth.

Market-Wide Performance

Category Breakdown

Conversion Rate Trends

In this section, we focus on the conversion rate trend of the UK eCommerce market.

As the month progressed, May 2025 saw steady growth in CVR across the total market.

Trends by price point:

• Premium brands continue to show volatile CVR trends, Health & Beauty and Mobile Commerce are seeing a positive trend

• Mid-market and budget brands show Health & Beauty in decline, which is an interesting correlation that could suggest consumers are opting for more premium products in this category.

  

  Total market conversion rate weekly (IMRG)

  

  Weekly conversion rate for budget + midmarket (IMRG data)

  

  Weekly conversion rate for luxury price range (IMRG data)