K:LDN Recap: What the Smartest Marketers Are Talking About in 2025
This year’s K:LDN conference gave us a front-row seat to the tools and trends shaping the future of ecommerce. Marketing in 2025 is moving faster than ever, driven by data and centred around the customer. Klaviyo’s London event brought together some of the sharpest minds in ecommerce to share insights, explore new strategies, and discuss what’s next for omnichannel marketing.
Here’s our quick recap of the key themes and ideas that stood out, and what we think every marketer should be paying attention to as we move into the second half of the year.
1. Omnichannel is now the baseline, not a bonus
One of the strongest themes at K:LDN was that customer journeys are rarely linear. Consumers move between email, SMS, social media, apps, and in-store touchpoints, often within the same day. Klaviyo’s new omnichannel tools aim to help marketers plan and measure campaigns across all of these from a single dashboard.
This shift is about more than just reach. It’s about making sure your brand feels consistent and connected, wherever your customers choose to engage.
2. AI isn’t replacing marketers, it’s sharpening them
AI was a major focus throughout the sessions, but the emphasis was on enhancing, not replacing, human creativity. From predictive analytics to smart send times and channel preferences, Klaviyo demonstrated how AI can help marketers make faster, more informed decisions. The message was clear: strong marketing still needs human insight. AI just helps you focus where it matters most.
3. Personalisation is becoming more emotional
Using a customer’s name or referencing their last order is no longer enough. Consumers are engaging more with brands that feel genuinely personal and emotionally aware. Context-driven messages, emotionally intelligent copy, and thoughtful timing are now driving deeper connections.
Sessions in the beauty, wellness, and fashion industries showed how leading brands are moving past basic segmentation. They are telling better stories and connecting with customers in more meaningful ways.
4. Marketing and customer service are finally working together
Customer experience isn’t just about resolving issues anymore. It’s becoming a key part of building brand loyalty. Klaviyo’s Customer Hub gives both marketing and service teams access to shared data and communication history, making it easier to create a seamless, consistent experience.
Top-performing brands are using this alignment to reduce friction, personalise follow-ups, and even turn support interactions into opportunities for growth.
5. List growth is becoming more intentional
Generic pop-ups and passive sign-up forms are being replaced by more strategic approaches. Sessions highlighted how high-performing brands are using incentives, mobile-friendly forms, and A/B testing to build stronger, more engaged lists.
The focus now is on attracting subscribers who are genuinely interested, not just growing numbers.
Attending K:LDN 2025 gave us a fresh perspective on where ecommerce is headed. The sessions and conversations were a timely reminder that real growth comes from staying curious, thinking long term, and putting customer connection at the centre. We’re walking away with a clearer view of what strong, sustainable marketing looks like in 2025.
