In this webinar, Neocom host Nicolas Buchalik sits down with Christoph Rottler-Lavoie, Country Manager Germany at Chameleon, to talk about the state of e-commerce in 2025:
Why profitability has overtaken blind growth, why user experience has to be thought of holistically, and how you can use experimentation, clear KPIs and AI-powered testing to unlock real impact in your shop – especially around peak moments like Black Friday and Christmas.
Christoph brings 20+ years of experience in e-commerce and performance marketing (including Apollo, consulting, and Experimentation Unite) and shares very honestly what still works, what doesn’t – and where teams get in their own way.
From “growth at all costs” to real profitability
Why in 2025 no one cares about “revenue only” anymore, how KPIs are shifting towards contribution margin & profit-driven metrics – and what that means for day-to-day campaigns, tests and decisions.
One data foundation, one North Star metric
How to stop endless “which tool is right?” debates and move to one single source of truth and a clear North Star metric everyone (Marketing, Product, E-Com) can align to.
Holistic experience instead of channel silos
Why user experience doesn’t start on the PDP and doesn’t end on the thank-you page:
From TikTok/Meta ad to landing page, checkout, delivery and unboxing – and how to align messaging and testing across all touchpoints.
PDP & onsite experience: what really matters?
Jobs-to-be-done on product pages, what you can safely remove, where content is mandatory (benefits over feature-speak, FAQs, trust elements) – and why “less UI” often means more clarity, focus and conversion.
Black Friday, peak season & PBX (Prompt-Based Experimentation)
How to handle significantly higher CPMs in peak periods, why bundles, upsells and returns logic matter more than yet another 20% code – and how Chameleon’s Prompt-Based Experimentation lets you test and deploy things like delivery messaging and Christmas countdowns without developer time, simply via prompts.
E-commerce & growth teams who want to shift from “more traffic” to more profit per visit
CRO, product & experimentation leads who want testing to become truly strategic, not a side project
Marketing teams who want campaigns, onsite experience and after-sales to finally feel coherent end-to-end
Anyone who wants to head into Black Friday / peak season prepared, not panicked
Perfect if you’re looking for clear, data-backed insights instead of hype – and you’re ready for some honest sparring on how to actually level up your e-commerce experience in 2025.
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