Trade Tensions, TikTok Trends Shape 2025 Ecommerce Marketing

Event summary

  • Omnisend analyzed 1.5 million email campaigns from 2025.
  • 75% of politics-themed emails referenced tariffs, with 13% mentioning 'Made in USA'.
  • Stanley Cup references dominated TikTok-trend-related email mentions (54%), followed by Labubu (19%).
  • The ingredient 'protein' was mentioned significantly more often than 'matcha' (7,663 vs. 2,426 mentions).
  • Drake was the most referenced artist in music-related emails (33%).

The big picture

Omnisend's analysis reveals a significant shift in ecommerce marketing strategies, driven by macroeconomic forces and the accelerating pace of online trends. The integration of trade policy and viral internet phenomena into brand messaging underscores the need for marketers to be both responsive to current events and strategically aligned with consumer values. This data highlights the increasing complexity of brand communication in a fragmented media landscape.

What we're watching

Trade Dynamics
The continued prominence of tariff-related messaging suggests consumer sensitivity to pricing and supply chain disruptions will remain a key factor in brand communications.
Trend Volatility
The rapid shift in viral trends, exemplified by the dominance of Stanley Cup references, indicates brands must be agile and selective in incorporating internet culture to avoid appearing opportunistic.
Messaging Resonance
Whether brands can effectively leverage pop culture references like Drake and Batman to build lasting brand affinity, or if these associations will remain fleeting and trend-dependent, warrants observation.