Where the Ecommerce Growth is – Part 3: Expanding Your Edge with International Growth, AI, Tech and Automation
In this post we summarise our research on how you can future-proof your ecommerce growth with AI, tech and automation, starting in the second half of this year.
In Part 1 and Part 2 of this series, we covered two key pillars of ecommerce success: choosing the right products and selling on the right channels. But there’s one more area where mid-sized UK and Ireland ecommerce sellers can gain a significant competitive edge in the second half of 2025 and beyond – and that’s through smart expansion and automation.
This final instalment looks at two accelerators that are becoming essential for ambitious online retailers:
- Cross-border ecommerce – how to take your UK-grown success to international markets
- AI and automation – how to work smarter, scale faster, and protect your margins
1. Cross-Border Ecommerce: bigger markets, smarter selling
If your ecommerce business is primarily focused on the UK, you may be missing one of your most powerful growth opportunities: international expansion.
Global ecommerce is growing faster than domestic ecommerce in many regions, and UK brands still carry strong appeal abroad – particularly in the EU, US, and Middle East.
Why expand internationally in 2025?
- High-growth markets: Many countries in Europe and beyond are seeing faster ecommerce growth than the UK
- Diversification: International sales can offset domestic slowdowns or seasonal slumps
- Weaker GBP = better export pricing: UK products can be more competitively priced in foreign markets
- Marketplace logistics make it easier: Platforms like Amazon and eBay offer cross-border tools that simplify everything from VAT to delivery
Best international markets for UK sellers:
- Ireland – Shared language, strong cultural ties, quick delivery
- Germany and France – Large ecommerce markets and strong Amazon usage
- Nordics – High spending power and appetite for UK fashion/home brands
- Gulf States (UAE, Saudi Arabia) – Growing demand for premium fashion, health, and beauty
- USA – Highly competitive but large potential for brands that stand out
How to start selling abroad:
- Use Amazon EU or Pan-European FBA to access Germany, France, Spain, Italy and more
- Enable eBay International Delivery for low-hassle global shipping
- Test interest via marketplaces first, then follow up with a localised version of your DTC site
- Sort your VAT setup – the IOSS scheme makes selling into the EU under €150 easier
- Optimise listings for language, local keywords, and region-specific preferences
Tip: Start with a handful of your bestselling SKUs, localise them for one market, and test response before going all in.
2. AI, Tech and Automation: scale without the headcount
If international expansion is the “where,” AI, tech and automation are the “how.” For ecommerce businesses with limited time and teams, automation is now essential to scale efficiently and profitably.
The good news? Tools that were once out of reach for SMEs are now built into most ecommerce platforms – from smart pricing engines to generative AI.
Where automation can help you grow
Product listings
- AI can write product titles, descriptions, and even translations
- Save hours per week on content creation for new listings
- Tools like Shopify Magic and eBay’s AI listing tool are already live
Customer service
- Chatbots and AI assistants can handle common questions instantly
- Reduce ticket volume while improving customer satisfaction
- Integrate with Shopify, Magento, and social channels like Instagram or Messenger
Inventory and pricing
- Repricing tools (e.g. RepricerExpress, StreetPricer) help you stay competitive without eroding profit
- Forecasting and reorder automation helps prevent overstock or stockouts
- Some systems like Volo Vision recommend bundles or cross-sells based on customer behaviour
Marketing and personalisation
- AI can segment your audience and recommend the right promotions at the right time
- Email flows (abandoned cart, win-back, upsell) can run themselves
- Use customer data to show different products to different people automatically on your site
- Integrate with Shopify, Magento, and social channels like Instagram or Messenger
Business intelligence
- Use AI-powered dashboards to surface key trends, slow movers, best margins, and so on
- Combine data across all channels to get a single view of your business
- Spot opportunities or problems before they hit your bottom line
Will AI, tech and automation replace you?
No. But as a super-slave it can free you – and your team – to focus on the high-value, human parts of your business:
- Strategy
- Brand-building
- Creative marketing
- Supplier relationships
- Product development
- Customer experience
The future of ecommerce isn’t just about working harder. It’s about working smarter, faster, and with better tools.
Final thoughts: ready to scale?
The mid-sized ecommerce businesses that will thrive in the second half of 2025 and beyond aren’t just selling great products. They’re doing three things well:
- Selling the right products, in growth categories with strong margins
- Selling in the right places – from Amazon and TikTok to their own DTC sites
- Using tech and automation to operate like a much larger business
If you’re already generating millions in online GMV, you’ve proven product-market fit. Your next leap will come from expanding your reach and your efficiency – whether that’s into new countries, new channels, or new tools.
So ask yourself:
- Where could you test international demand right now?
- What repetitive tasks could you automate this month?
- What channels are your competitors ignoring that you could double down on?
Thanks for reading the full “Where the Ecommerce Growth is” blog series.
Contact us to discuss your ecommerce growth plans and challenges.
