“The greatest danger in times of turbulence is not the turbulence – it is to act with yesterday’s logic.”
That quote, projected on one of the main keynote screens, set the tone for Day 2 of the Online Retailer Conference 2025 at Sydney’s ICC. If Day 1 was about possibilities, Day 2 was about practical evolution — the kind that thrives in a world with no clear 100-day plan.
Across packed theatres, live podcasts, and interactive booths, four themes emerged:
Theme 1: We’re in a constant state of flux — there is no 100-day plan
Panelists didn’t sugarcoat it — we’re all operating in a constant state of change. But instead of resisting it, the winners are leaning in. This sentiment echoed across sessions at the Track Theatres, where ecommerce founders and growth leaders shared hard-won lessons in agility, diversification, and customer closeness.
The SHE-com panel, in particular, resonated deeply. In a room full of founders and digital marketers wearing glowing green headsets, the stories shared were raw, real, and refreshingly tactical — from burnout to breakthrough moments in growing female-led brands.
Theme 2: It’s not just AI — it’s AI plus a human
Everywhere you turned, AI was present — but not in a “set-and-forget” kind of way. The strongest value came from AI tools designed to support humans, not replace them.
At the Constructor.io booth, Jonathan Carmichael explained how their AI search platform doesn’t just guess what customers want — it learns, refines, and merchandises in real time. Their work with brands like Petco and Under Armour shows how even the smallest tweak in how search results are served can drive real revenue.
Meanwhile, Bynder positioned their AI-powered DAM system as a way to tame content chaos — boosting campaign speed without compromising brand integrity. The human stays in the loop, but the machine clears the path.
Theme 3: Tariffs are real, but don’t knee-jerk your sourcing
While global trade remains volatile, the message from supply chain experts was clear: don’t make drastic shifts just because headlines say so. Instead, invest in supply chain resilience.
This theme was underscored at the Invenco eCommerce Logistics booth and live podcast zone — where guests discussed how flexible logistics, last-mile solutions, and smarter fulfilment are replacing blind cost-cutting as the new standard.
Theme 4: AI is now embedded into the legacy tools we’ve trusted for years
One of the most surprising and powerful trends of the day was watching longstanding platforms evolve into AI-first tools without losing their core appeal.
Nine Now – AI-Powered Video Editing for TV Ads
At the Nine Ad Manager stand, the platform’s self-serve ad capabilities caught attention — but their AI editor stole the show. This tool can build TV-compliant ads automatically, using brand assets you upload. It’s a massive win for small teams trying to access premium placements.
Interest-based targeting is also available inside the 9Now platform, giving you precision — though CPMs scale up with complexity. Still, $2,000 in media spend is enough to drive around 35,000 ad views across Nine’s network — an affordable, trusted way to reach Australian audiences.
Mailchimp – AI Content That Understands Your Brand
Mailchimp’s new AI Content Assistant is one of the best examples of AI being woven into a tool we’ve all used for decades. It scrapes your website to learn your brand’s voice and visuals, then creates polished email templates with minimal input. You still review and approve — but the heavy lifting is done in seconds.
Daniel Lyas, Partnerships Development Manager at Mailchimp, was on hand explaining how this AI integration is designed to accelerate marketing execution without sacrificing personalisation.
Standout Vendors and Activations from Day 2
- Akeneo blended commerce and creativity with their Product Cloud platform, helping brands unify product data for cleaner, conversion-driven listings. Amit Moorjani led the booth discussions.
- Bynder reinforced the message of content control through their AI-infused DAM solution used by brands like Steve Madden and Viator.
- WP Engine brought in tech-focused visitors eager to streamline WordPress deployment and performance.
- Afterpay drew a steady crowd with their mint-green activation space focused on “future-proofing payments” and enhancing loyalty.
- Invenco, supported by NORA Network, hosted live podcast sessions with panels on fulfilment, returns, and omnichannel delivery, engaging seated and standing audiences alike.
Final Takeaway
Day 2 proved that transformation isn’t always about chasing the newest tool — it’s about reshaping the ones you already trust. From email marketing to national TV placements, AI is quietly upgrading the platforms we’ve depended on for years.
The winners won’t be the ones who adopt AI blindly — they’ll be the ones who integrate it thoughtfully, keeping humans at the centre and agility at the core.
If you want to explore how Nimbull can accelerate your eCommerce growth, consider joining a Nimbull eCommerce Training Day or reach out for personalised eCommerce services.