Ecommerce in summer: new looks, big challenges

Remember when summer felt like it lasted forever? ☀️

Now it flies by. 

But the feeling of summer remains the same. It’s a season full of nostalgia, excitement, and change: vacations, graduations, weddings, and moves. 🚚

For brands, tapping into that emotional energy — not just pushing promotions — is what makes you stand out. 

And every year, that energy becomes a new aesthetic.

However, while it’s fun to follow the vibes, there’s serious pressure behind the scenes for both marketers and merchandisers.

The summer promotion problems no one talks about

For your customers, summertime means decreased screen time, seasonal spending shifts, and the prioritization of back-to-school expenses.🎒

Typically, brands respond to these challenges in the following ways: flash sales, themed bundled products, and events and partnerships.

But even with these efforts, there are still challenges:

How AI changes the game during the summer season

Let’s be real. Summer is a tough season to win, and the pressure to drive revenue never seems to go on vacation.

Here’s how AI can make a difference:

✅ Stop blasting the same promo to everyone

AI makes customer segments smarter. High-intent customers get tailored recs, while deal hunters get the discount they need to convert. No more margin burn for nothing.

✅ Know what to push and when

Instead of guessing what will move, AI identifies the products that are gaining traction, the ones that are stalling, and what’s being overstocked. Promote with purpose!

✅ Focus on real-time trends that go beyond your calendar

Whether it’s a spike in searches for “Western boots” ahead of Beyonce’s Cowboy Carter tour or a sudden drop in denim sales during a heatwave, AI helps you reflect on what’s happening right now — not what you planned six weeks ago.

Remember when summer felt endless?

Turns out, it still is.

And while you can’t control the weather, the trends, or your customers’ vacation plans, you can build a strategy that keeps pace with all of it.

My summer obsessions: 

• What Am I Reading? A Moveable Feast. Hemingway is always one of my favorite summer reads, and I'm reading this one again since I’ve been back on the memoir train this year.
• What Am I Watching? Temptation Island. Let’s call it a “relationship case study.” The show (now on Netflix) is equal parts chaos and psychology, with a dash of beachwear marketing. Educational, really. 
• What Am I Obsessing Over? Mob wife summer (I’m calling the trend for 2025!). The antithesis of clean girl minimalism. Big hair, big sunglasses, animal print, and the energy of someone who knows what you did and isn’t afraid to say it. 

Your summer send-off: The Edge Summit

Ready to close out the season with purpose? Join us at the 3rd annual Edge Summit, where forward-thinking leaders and hands-on experts come together to shape what’s next.

We’ll kick things off with visionary keynotes and product announcements. Then, the experience splits:

🧠 The Executive Experience

Join small-group strategy sessions (15–20 people) focused on the real impact of AI, hosted over lunch in an intimate setting. Expect open conversation, sharp ideas, and zero fluff.

💡 The Expert Experience

Dive into hands-on learning with a multi-room hub of panels, workshops, and masterclasses. Every session is built for discussion and led by peers, practitioners, and creators shaping the future of ecommerce and marketing.

Two cities. One summit.

📍 Miami – September 17 – 18

📍 London – September 23 – 24

👉 Register Now 

Okay, maybe I do love summer! 🤪 It’s been fun to chat with y’all — thanks for reading. And make sure to catch our next issue of The Edge on June 12th with Tesni!