Why Authenticity Is the Key to Ecommerce Success in 2025
In today’s fast-changing retail landscape, brands are facing a new kind of challenge: how to stay relevant and trustworthy in the eyes of a generation that values authenticity above all else. Christoffer, co-founder of Contribe, recently joined Hello Retail Conversations to share his insights on how ecommerce businesses can build genuine connections with consumers through purpose, social shopping, and smart use of technology.
The Limits of “Purpose” in Modern Branding
“Many brands still believe that simply stating they are ‘sustainable’ or ‘responsible’ will earn customer trust,” Christoffer explains. “But Gen Z and younger consumers are much more skeptical. They expect action, not just words.”
This skepticism is well-founded. With increasing awareness of “greenwashing” – when companies make misleading claims about their environmental or social efforts consumers are more cautious than ever. Christoffer stresses that Contribe itself is very careful not to overpromise. The platform facilitates donations to NGOs, but it does not claim to make brands sustainable overnight.
“Using Contribe doesn’t make you sustainable. We help brands support good causes, but if your product is still produced irresponsibly, that’s on you.”
This transparency resonates with shoppers who want to support brands aligned with their values but refuse to be misled.
Empowering Customers Through Social Shopping
Beyond purpose-driven marketing, Christoffer highlights a major trend reshaping ecommerce: social shopping. Unlike traditional online stores, where consumers passively browse products, social shopping encourages discovery and purchase through communities and real-life connections.
“People don’t just trust ads anymore,” he says. “They trust their friends, their peers, and the influencers they follow.” This shift means that brands must rethink how they engage customers, moving away from polished campaigns to more authentic social experiences.
Christoffer shares a vivid example from his travels to Italy, where Asian tourists livestream shopping trips for their followers back home, a powerful fusion of social media and retail. Although this trend is more common in Asia today, he expects Europe and other markets to catch up quickly.
Balancing AI and Human Authenticity
Artificial intelligence is transforming marketing and content creation, but Christoffer warns against relying too heavily on AI-generated content to connect with customers.
“AI can create realistic avatars and content, but people will always crave genuine human interaction,”
He predicts that AI will increasingly be a tool in the background – powering efficiencies and content production, but that brands must avoid the temptation to replace human connection with synthetic experiences.
Preparing for a Rapidly Changing Future
Christopher closes the conversation with a strong message to brands and retailers:
“Don’t underestimate the speed of change, especially with new generations. Brands that fail to adapt to new consumer expectations risk being left behind.”
He points to younger brands that embrace authenticity and social engagement as examples of success in today’s market. For established companies, this means investing in future-proof strategies, even if the payoff isn’t immediate.
What this means for your ecommerce business
The takeaways are clear: authenticity, customer empowerment, and embracing social commerce are no longer optional, they are essential. Consumers want to see that brands walk the talk and engage in meaningful ways beyond the transaction.
For ecommerce leaders looking to stay ahead, this means rethinking how you communicate purpose, leverage social connections, and use technology to enhance, not replace, human stories.
For more insights, listen to the full episode of Hello retail Conversations with Christopher from Contribe:
What is Hello Retail Conversations
Hello Retail Conversations is a video format where we sit down with people from across the ecommerce world – founders, operators, thinkers, to talk honestly about what’s changing in the industry right now.
It’s not about trends 10 years from now. It’s about real stories, hard-earned lessons, and the decisions that shape digital commerce today.
