What's driving global e-commerce sellers to reallocate their marketing budgets toward influencers? Is it merely chasing fleeting traffic bubbles, or does it deliver tangible sales conversions? This analysis examines the Return on Marketing Investment (ROMI) of influencer marketing and explores the latest developments across major e-commerce platforms.
Influencer Marketing: From Traffic Source to Value Driver
Influencer marketing continues to gain momentum in global e-commerce. Recent data shows that 35% of market sellers have collaborated with content creators to promote products, with half implementing influencer strategies regularly and 45% planning to test these campaigns soon. Budget allocations reveal a significant shift: in 2024, 48% of sellers dedicate 15%-30% of their marketing budgets to influencer promotions, while 13% invest 30%-50%, and 7% allocate over half their budgets to this channel.
When selecting influencers, sellers find creators with 10,000-50,000 followers deliver optimal results, with only 5% considering celebrity endorsements effective. This preference reflects consumer trust in niche experts over traditional celebrity appeal. Notably, 84% of sellers direct influencer traffic straight to product pages, prioritizing ROMI over mere brand exposure.
Looking ahead, 28% of sellers plan to increase influencer marketing budgets in 2025, signaling its growing strategic importance. However, maximizing ROMI while minimizing wasted traffic remains a key challenge. Experts recommend matching influencer audiences with product demographics and employing diverse tactics like live-stream shopping, curated content, and customized campaigns.
E-commerce Platform Updates: New Rules, Markets, and Strategies
Global marketplaces continue evolving to meet changing demands:
- AliExpress: Implemented updated merchant evaluation criteria focusing on operational capabilities, product quality, and customer service.
- Wildberries: The Russian platform expanded to the UAE, specializing in electronics with six-day delivery times.
- Yandex Market: Reported its first active buyer decline since 2021, with 18.2 million users in 2024 amid economic pressures.
- Best Buy: Preparing to relaunch its third-party marketplace in summer 2025 to compete with Amazon.
- Rakuten Japan: Launched "Beauty Buzz," a youth-focused cosmetics portal featuring discount campaigns.
- Logistics: Mediterranean Shipping Company's Medlog acquired 50% of Ukraine's N'UNIT, while Korean carriers reentered trans-Pacific container trade.
- YouTube & Shopee: Partnered on a shopping affiliate program in the Philippines, merging content and commerce.
Key Seller Developments: Strategic Shifts and Tech Innovation
Notable brand movements include Levi's selling its Dockers brand for $311 million to focus on core labels, while Google collaborated with eyewear brands to develop AI-powered smart glasses using Android XR and Gemini models.
Market Data: Sustained E-commerce Growth
Amazon reported that independent sellers generated 60% of 2024's sales, averaging $290,000 annually (+16% YoY), with 55,000 surpassing $1 million. Cumulative GMV since 2000 exceeded $2.5 trillion. Global e-commerce is projected to grow from $5.75 trillion in 2024 to $17.55 trillion by 2034 (11.8% CAGR). Germany's secondhand market notably outpaced new goods, rising 7.2% to €9.9 billion versus 3.8% growth in traditional retail.