The best ways for e-commerce businesses to build brand loyalty in 2025 

Brand loyalty isn’t what it used to be. According to Shopify, nearly half of all consumers have switched products or brands when their expectations weren’t met - a shift that isn’t just about price. While rising costs are definitely part of the picture, today’s customers are being more careful about where they spend and who they spend with.

Increasingly, shoppers are prioritising convenience, personalisation, and shared values. They want brands that are fast, responsive, and transparent. And if those needs aren’t met? They won’t hesitate to look elsewhere. In most markets, over a third of consumers have tried new brands, and 40% have switched retailers in search of better value.

So how can businesses earn - and keep - their trust in such a fast-moving landscape? It starts with looking beyond traditional loyalty schemes and embracing a more holistic approach. One that meets practical needs while also building emotional connection.

Here are five ways that your e-commerce brand can create real customer loyalty in 2025 and beyond.

1. Lead with values, not just discounts

Today’s customers are looking for more than a good deal - they want to know the brands they support reflect their values. Especially for younger generations, things like ethical sourcing, climate commitments, fair labour and inclusivity really matters.

It’s not just about saying the right thing, but about showing that your brand genuinely cares. If your customers feel your values come through all that you do, they’ll develop a stronger connection to your brand. Openness about your supply chain, sharing positive stories and letting your ethos speak for itself is where brands win when it comes to loyalty. Authenticity builds trust, and that’s what really sticks.

2. Create genuinely personalised experiences

Personalisation has become the norm, but in 2025, the bar is higher. Generic “recommended for you” emails or ads based on past purchases won’t make the cut. Shoppers want meaningful personalisation that reflects their habits, preferences, and real-time behaviours.

That could mean timely reminders based on browsing history, loyalty perks tailored to their shopping style, or even customisation tools that let them co-create their purchases. Personalisation should feel intuitive, not invasive, and always focused on enhancing the online experience.

3. Rethink how you use first-party data

With cookies disappearing and privacy laws tightening, smart brands are rethinking how they collect data and how they build trust.

You don’t need to gather everything to understand your customers. In fact, collecting only what’s necessary shows you’re prioritising their privacy and safety.

People are more likely to engage when they’re not overwhelmed with noise, but instead see content that’s genuinely useful to them. Whether it’s tips, inspiration or early access to something they care about, being helpful goes a long way in building long-term loyalty.

4. Make privacy and transparency part of your brand promise

Loyalty is built on trust, and trust is built on transparency. Shoppers are more aware than ever of how their data is handled, and brands that put privacy front and centre are far more likely to earn long-term respect.

Clear privacy policies, easy opt-outs, and giving users control over their data should all be standard. But beyond compliance, there’s also a competitive edge to be had. In a world where data misuse regularly makes headlines, offering a privacy-first experience can help position your brand as one customers feel safe returning to.

5. Use privacy-first tech to build trust from the first click

Today’s online shoppers want to feel safe from the moment they land on your site, and privacy-first tech is making that possible.

From zero-knowledge proofs to decentralised IDs, new tools are reshaping how businesses handle personal data. Not only do they protect the privacy of users, but they also streamline the online experience - making things smoother and faster for both brands and customers.

Building loyalty that lasts

The opportunity for brands to build lasting relationships lies in understanding customer needs and values while respecting their privacy. Loyalty no longer comes from big discounts or constant emails. Rather, it’s about brands that consistently deliver great experiences and show they’re invested in the relationship, not just the sale - a recipe for turning short-term interactions into long-term loyalty.

How InAcademia can support your e-commerce brand

If you want to build stronger connections with your customers by prioritising safety and a seamless experience, InAcademia’s real-time student verification lets you offer gated discounts without the need to collect or store sensitive personal data. It’s a privacy-first solution that ensures smoother, more secure interactions, building trust with every click. Find out more about how we can help here.