TikTok commerce, dark social, and the death of SEO: SALESmanago survey reveals what’s keeping retail marketers awake at night
Research across European eCommerce brands uncovers tech challenges presented by changing consumer expectations and behaviours
Krakow, Poland; 20th May, 2025: Traditional SEO is on the brink, according to new research from one of Europe’s leading Customer Engagement Platforms, SALESmanago. Seventy three percent of eCommerce and retail marketers believe that traditional SEO will be obsolete by 2026 – a clear sign that the rules of digital engagement are changing.
Based on a survey of 150 marketers across the UK, Poland, and Italy, the data reveals that European eCommerce leaders are facing challenges in keeping up with changing consumer behaviours, platform fragmentation and tech disruption.
Key findings from its 2025 research highlight the following factors keeping eCommerce heads awake at night:
SEO extinction: 73% of marketers say traditional SEO will be dead by the end of 2026
TikTok drives commerce: 44% report rising demand for social commerce, with 35% turning to AI-powered tools to respond
Dark social dilemma: 63% say platforms like WhatsApp and Instagram DMs are making it harder to measure web traffic
Personalisation pressure: 51% are grappling with growing expectations for tailored experiences
Spotlight on sustainability: 41% say eco-conscious consumers are reshaping their strategies
“Brands across Europe are rapidly realising that consumer journeys are no longer linear, and the fact that so many marketers are questioning the value of SEO speaks volumes,” said Brian Plackis-Cheng, CEO at SALESmanago. “As consumers move to private platforms and engage in more unpredictable, cross-channel journeys, brands need real-time intelligence, over keywords, and personalisation over products.”
To keep pace with these trends, marketers report prioritising investment in Customer Data Platforms (47%), social commerce integrations (38%), AI-powered tools (35%), and omnichannel marketing automation (34%).
“Marketers are under pressure to show ROI, despite growing blind spots like dark social,” added Plackis-Cheng. “The winners will be those who unify their data, adopt AI with a clear segmentation strategy, leverage messaging channels like SMS and WhatsApp for targeted and personalised engagement, and deliver tailored experiences at scale.”
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