Welcome to our DTC Next Ecommerce Growth Virtual Summit Series where we are recapping all of the goodness from our big-time event. Miss the show? Catch the replay here and get the hottest tips from the top ecommerce pros in the industry along with an exclusive gift!
Don’t have time to watch? Get the full recap below:
Let’s face it, ecommerce life comes at you fast.
One minute you’re experimenting with the latest ad platform and the next, you’re drowning in data spreadsheets that make no sense!
Thankfully Tamanna Bawa, Tech Partner Manager at Triple Whale, breaks down where the DTC ad space is headed in 2025, giving you the cheat sheet you didn’t know you needed.
From TikTok ads to Meta’s steady performance and why it’s time to ditch outdated processes, here’s her do’s and don’ts for the coming year.
Smash: Why TikTok Ads Are Crushing It
TikTok is the wild card you can’t afford to ignore anymore. Sure, it’s fun for viral dances and late-night scrolling, but it’s also a powerhouse for ecommerce.
Especially if you’re selling low-cost, impulse-buy products. Here’s why TikTok ads are turning heads:
1. Perfect for Lower AOV Products
Tamanna Bawa shared a stat that’ll make you rethink your ad strategy: TikTok’s average order value (AOV) sweet spot is $40, compared to Meta’s $90 and Google’s $70.
If your product falls in the “grab it and go” category, TikTok is your playground.
2. ROAS on the Rise
Return on ad spend for TikTok ads has shot up by 23%, while cost per acquisition (CPA) continues to drop.
Translation? It’s getting cheaper to acquire customers who are more likely to buy.
3. Built for Impulse Buys
TikTok is the digital equivalent of a checkout aisle – fast-paced, visual, and irresistible. Its format naturally lends itself to impulse-driven shopping, making it perfect for brands that thrive on quick decisions.
Tamanna Bawa’s Key Takeaway:
If your product doesn’t require a lot of research or hand-wringing, TikTok is a no-brainer. It’s affordable, effective, and primed to make your brand a hit with scroll-happy shoppers.
Marry: Meta Ads for Stability & Scale
TikTok might be the shiny new thing, but Meta remains the solid, dependable partner you can rely on.
It’s not flashy, but it gets the job done, especially when you’re planning big holiday campaigns or scaling your ad efforts.
1. Dominating Ad Budgets
Ad budgets on Meta grew by 30% from 2023 to 2024, with a slight improvement in ROAS. While the numbers aren’t as dramatic as TikTok’s, Meta offers something TikTok can’t yet – consistency.
2. Ideal for High-Stakes Seasons
If TikTok is the impulse-buy expert, Meta is the strategic planner. For key shopping periods like Black Friday or Christmas, Meta’s stability and broad audience reach make it the MVP.
3. Scalable for All Budgets
Meta is perfect for scaling your campaigns. Whether you’re a small business dipping your toes into ads or an enterprise-level brand going all in, Meta’s tools and audience segmentation features make it a reliable choice.
Tamanna Bawa’s Key Takeaway:
Marry Meta for the long haul. It’s not as exciting as TikTok, but it’s the platform you can count on for steady growth and high-performing campaigns.
Pass: Messy Data Processes
Let’s talk about what’s holding you back – messy, outdated data management. If you’re still relying on siloed in-platform data or juggling spreadsheets like a circus act, it’s time to swipe left.
1. Why In-Platform Data Isn’t Enough
Platforms like TikTok and Meta offer plenty of insights, but they’re often siloed. This means you’re not getting the full picture of your customer journey or properly attributing your results.
2. The Problem with Spreadsheets
Spreadsheets might feel safe and familiar, but they’re riddled with inefficiencies. They’re time-consuming, error-prone, and, let’s be honest, a total headache when you’re trying to make sense of all that data.
3. Real-Time Data Is a Game Changer
In 2025, relying on outdated methods is like showing up to a Zoom call with a dial-up modem. Real-time, AI-driven insights are where it’s at. They help you identify what’s working (and what’s not) so you can pivot quickly and stay ahead of the competition.
Why Real-Time Data Matters
People want what they want and they want it now. Seconds can mean the difference between hitting your sales goals or watching your budget burn.
Tamanna Bawa’s advice?
Stop looking at yesterday’s numbers and start acting on today’s insights! Tools like Customers.ai or Triple Whale that offer real-time data empower you to:
- Adjust ad spend on the fly.
- Optimize campaigns for maximum ROI.
- Stay nimble in an ever-changing market.
The result? Smarter decisions, faster growth, and a lot less stress.
The 2025 DTC Advertising is All About Data
Tamanna’s insights make one thing clear – the 2025 DTC advertising playbook is all about data and being smart with that data.
Whether you’re smashing it with TikTok, marrying Meta for stability, or passing on old-school data practices, the goal is the same – drive growth without the guesswork.
So, are you ready to crush it?
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