Last week, we had the pleasure of attending Vervaunt Pulse 2025 in London - and wow, what an event. Let’s be honest - most ecommerce events in the industry aren’t exactly known for their fantastic food and drink offerings (including the best sausage rolls we've ever tasted!) or their entertainment, but this is where Vervaunt Pulse sets itself apart! From surprise S Club 7 and B*witched gigs to drag performances, comedians and mentalists; Vervaunt Pulse delivered a memorable time as well as lots of interesting talk content from a fantastic line-up of speakers. It's a retailer-friendly event, with no hard sells, no ego and no fluff - and it's one we'll always recommend to our own clients.
This year’s summit delivered a perfect mix of insights from some of the best in the industry. Over two packed days, brands like Huel, Fred Perry, Dr Martens, and ME+EM took to the stage to share what’s working (and what’s not) in a fast-evolving digital landscape. From scaling globally to nailing CRO, here are the five biggest insights we walked away with - and why we think they matter heading into the rest of 2025.
1. AI is everywhere - and it’s just getting started
AI was front and centre at this year’s Pulse. Whether it was powering personalisation tools, optimising content, or helping teams work smarter, it was hard to find a session where AI didn’t come up.
Paul Rogers and Josh Duggan opened the event by talking about the evolving role of AI in ecommerce, and that theme echoed throughout the summit. Tools like Rebuy’s Smart Flows and Klaviyo Segments came up as must-haves for brands like Huel and Hoodrich who are levelling up their conversion and retention strategies.
If there’s one message to take away? AI isn’t a bolt-on anymore - it’s becoming part of the foundation for how modern ecommerce runs.
2. CRO that actually moves the Needle
Forget random button colour tests - this session on creating a winning CRO strategy dug into what it really takes to drive meaningful growth.
The big shift? Stop thinking of CRO as isolated experiments, and start seeing it as a scalable, structured approach. We explored how to build the right foundations, prioritise high-impact testing, and most importantly, segment strategies for new vs. returning customers. There was a strong focus on top-of-funnel performance, too - testing not just for conversion, but for acquisition and brand lift. And when it comes to measurement? Precision is key. It’s not enough to see a bump; you need to know why it worked, for whom, and how to replicate it.
The takeaway? CRO isn’t a ‘nice to have’ - it’s a powerful growth lever when you approach it with clarity, segmentation, and a testing mindset that scales.
3. Omnichannel is finally living up to the hype
Let’s be honest - “omnichannel” has been a buzzword for years. But at Pulse, it actually felt… real. Sessions featuring Paul Smith, Dr Martens, and COS showed how brands are integrating their digital and physical worlds in smart, strategic ways.
We’re talking in-store inventory synced with online, local fulfilment driving faster (and greener) delivery, and loyalty programmes that are powered by data, not guesswork.
The big shift? Omnichannel is no longer just a nice-to-have - it’s a serious competitive edge.
4. Global growth isn’t one-size-fits-all
The panel on international expansion - featuring Fred Perry, Rat & Boa, and Wolf & Badger - was full of hard-earned wisdom. Spoiler: expanding globally is way more than just launching a translated site.
These brands spoke honestly about the challenges - from local logistics and tax issues to understanding customer behaviour in completely different markets. What worked in one region didn’t necessarily translate to another.
The bottom line? Going global means going local. Success lies in thoughtful localisation, not just broad reach.
5. Sustainability is now core to brand strategy
One of the most inspiring sessions came from Finisterre, Stuart Trevor, and Tern Eco. They weren’t just talking about ticking the sustainability box - they were living and breathing it.
What really stood out was the move from messaging to measurable impact. These brands are using tech to track their environmental footprint, and building trust through radical transparency.
It’s clear: Sustainability isn’t a marketing angle any more - it’s becoming central to how the best brands operate and grow.
Wrapping it up
Vervaunt Pulse 2025 reminded me just how fast this space is evolving - and how much opportunity there is for brands who stay curious, agile, and customer-obsessed. Whether you're building out your tech stack, launching in new markets, or rethinking your value proposition, the common thread this year was clear: focus on experience, stay human, and don’t be afraid to test, learn, and adapt.
If you’re in ecommerce and didn’t make it this year, definitely put it on your radar for next time. Until then - onwards and upwards
