2025 Trends in Consumer Goods eCommerce: What’s Heating Up / Cooling Down

The consumer goods eCommerce market never sits still. In just a few years we’ve seen Amazon roll-ups rise and fall, TikTok Shop explode, and sustainability move from “nice to have” to a core value driver.

2025 is shaping up to be another turning point. Some strategies are getting hotter, others are starting to cool. Here’s what we’re seeing across the market right now.

What’s Heating Up

• AI-Driven Personalisation - Brands are leaning into AI to optimise everything from subscription churn to upsells. Instead of generic email flows, we’re seeing intelligent recommendations that feel like a personal shopper. Investors are rewarding businesses that show high retention and predictable revenue.

• Sustainability That’s More Than Skin Deep - Carbon-neutral supply chains, verified sourcing, and genuinely eco-friendly packaging are no longer marketing slogans—they’re valuation drivers. Acquirers are paying a premium for brands that can prove their ESG credentials.

• Omnichannel Expansion - DTC brands that once swore off marketplaces are now hedging their bets. The strongest players are combining owned sites, Amazon, TikTok Shop, and even retail partnerships. That diversification makes them far more resilient and attractive in a sale.

• Operator-Led Roll-Ups - The Amazon FBA Aggregators may have slowed, but smaller, focused acquirers are still active. Think specialist roll-ups in pet care, beauty, or wellness, run by operators who know their niche inside out.

• Globalisation of Niche Brands - Selling cross-border has never been easier. From fulfilment partners to payments, the barriers are dropping—and buyers are putting a premium on brands that can show traction outside their home market.

What’s Cooling Down

• Pure-Play Amazon FBA - A single-channel Amazon business with thin margins just isn’t getting the multiples it once did. Buyers want brand-led assets, not just listings on Amazon.

• Heavy Reliance on Paid Social - Rising ad costs have exposed businesses without a community or organic reach. If your growth engine is purely “pump money into Meta,” you’re going to struggle in today’s market.

• Single-SKU Heroes - That one product that went viral might still sell, but without a pipeline of new SKUs or repeat-purchase potential, acquirers are discounting it heavily.

• Hype-First Web3 Plays - NFTs and token-gated commerce had their moment, but outside of a few luxury niches, buyer appetite is low. The market is looking for fundamentals, not hype.

Why It Matters

For founders:

• Strengthen your brand equity and customer community.

• Diversify channels and revenue streams well ahead of exit.

• Document sustainability and operational wins—buyers are looking for them.

For buyers:

• Focus on businesses with defensible economics and international upside.

• Be wary of “growth stories” that rely on fragile paid channels.

• Don’t underestimate the premium for strong brands in niche categories.

Final Word

2025 is all about quality over quantity. Multiples are flowing towards brands with loyal customers, diversified channels, and authentic value propositions. If you’re considering an exit, the right preparation can mean the difference between an average deal and a life-changing one. At Chapter International, we help consumer goods and eCommerce founders position for maximum value.

Book a confidential valuation call to see what your business could be worth in 2025.