The Return of Conscious Consumption: What it Means for Premium eCommerce
As we move through 2025, one thing is increasingly clear: consumer behaviour is shifting—again.
Post-2024, the days of frictionless impulse buys and ‘add-to-cart’ dopamine hits are slowing down. After years of inflation, rising living costs, and economic uncertainty, consumers in 2025 are more cautious. Around 6 in 10 adults (62%) in Great Britain said they were spending less on non-essentials because of increases in the cost of living. Additionally, the “dopamine loop” of scrolling and buying—especially prominent during lockdown years—has slowed. Consumers are more digitally literate and less susceptible to impulse buys via ads or algorithms. Instead, they seek meaningful purchases, often doing more research before committing.
Premium e-commerce are by no means immune to these changes. Two huge names in the retail business have seen this firsthand - MatchesFashion went into administration in 2022 and Farfetch was sold in 2023 to avoid insolvency. Designer brands have begun reducing their reliance on wholesale partners, instead investing in their direct-to-consumer businesses to garner greater control over their brand images and uphold their exclusive allure. This has caused marketplaces to suffer dwindling customer acquisition, with Matches resorting to discounting to entice sales which, in turn, impacted its margins as well as consumer perceptions.
One of the key elements missing from a fashion marketplace, compared to buying directly from a designer brand, is the storytelling and immersive experience that comes from engaging with the creators firsthand. Customers are still willing to spend, but they need to feel the value. For premium retail brands: storytelling is no longer just “nice to have.” It’s a critical driver of purchase consideration. Where narrative and brand world-building have always been important, now they are non-negotiable. When we analyse the most successful luxury brands, they are excellent brand storytellers with full clarity on their core values. Volatile or declining brands almost always lack the ability to do so effectively.
An example of a brand I think does this really well is Tiffany and Co. Tiffany’s storytelling works because it blends its rich heritage with emotionally driven narratives around love, legacy, and craftsmanship. From the instantly recognizable ‘Blue Box’, to modern collaborations with cultural icons like Beyoncé and Jay-Z, Tiffany weaves tradition with contemporary relevance—making every piece feel like part of a larger, meaningful moment. Take a look at this advert for example:
Hands are a universal symbol of intimacy, care, and human connection. By spotlighting them, Tiffany subtly shifts the focus from overt luxury to the feeling behind the gift. It becomes less about the diamond itself and more about the gesture—the proposal, the embrace, the bond. This reframes the brand from being purely product-focused to experience-led, positioning Tiffany not just as a jeweller, but as a part of life’s most meaningful milestones.
I completely understand that not every brand has the heritage and cultural impact of Tiffany to lean on - they are in somewhat of a better position than other retailers. However, there are still ways you can utilise the same ideas for your own brand:
Use storytelling that resonates - like the example above, don't be afraid to go beyond product benefits. Connect the dots between your brand's heritage, craftsmanship, and cultural relevance. People like to know the who and why behind what they are buying, and authenticity builds trust.
User experience that reflects value - Every interaction—from product page to checkout—should feel considered, seamless, and elevated. A clunky, frustrating website experience doesn't feel luxurious. Think of the ease and attentiveness of a personal assistant in a high-end store—that’s the level of simplicity and care your online experience should offer. Customers should feel supported, valued, and effortlessly guided every step of the way.
Content that builds belief - Editorial, education, and behind-the-scenes content offer more than just marketing—they provide reasons to believe. Buyers want to feel confident in their purchase, so make it easy for them to justify the spend. By creating an exclusive, beautifully crafted world around your product, you invite customers to see themselves as part of that story—and make them want to belong.
Essentially, customers are buying less, but better. And that means for luxury and premium ecommerce brands, the pressure—and the opportunity—to show real value has never been greater.
The main takeaway? Conscious consumption isn’t a trend, it’s the new baseline. Brands that treat this shift as an opportunity to deepen their connection with customers, elevate their storytelling, and refine every touchpoint of the digital experience will be the ones that thrive. In a landscape where every purchase is more considered, the brands that put that little bit of extra effort in will win.
