digital, marketing & eComm
in focus: 2025
AN AUSTRALIAN STUDY
IN PARTNERSHIP WITH
GOLD SPONSOR
FOUNDING SPONSOR
SILVER SPONSOR
Now in its fifth year, the Digital, Marketing & eComm in Focus report is an industry-leading Australian study and a go-to resource for marketing, digital and eCommerce leaders navigating rapid change.
Produced annually by Arktic Fox, the report offers fresh insights into how teams are adapting to rising commercial pressure, evolving consumer expectations, and the acceleration of GenAI and data-led transformation.
More than 200 marketing, digital and eCommerce leaders across Australia contributed to the 2025 study, sharing how their brand is responding to disruption, building capability, and delivering impact in a more complex, competitive environment.
what's inside
→ The top priorities and challenges facing marketing, digital and eCommerce teams in 2025
→ An in-depth insight into CX, capability & maturity
→ A deep dive into data & analytics, capability & maturity, and how brands are adapting to privacy changes
→ The rise of emerging technologies - now the #1 skills gap identified by brand leaders
→ How brands are investing in training and development in the year ahead
→ The shifting expectations around flexible work and hybrid collaboration
→ New insights into the growing performance divide in eCommerce
→ A spotlight on the retail media boom and why trust is still a barrier for brands
methodology
The data within this report was sourced via an online questionnaire containing 66 questions.
Responses were collected between February and April 2025.