Black Friday and Cyber Monday are no longer about who discounts deepest.
In 2025, merchants face a set of challenges unlike any before: AI-powered discovery, rising acquisition costs, and unforgiving consumer expectations.
The difference this year?
Discovery has shifted to AI-driven platforms , where algorithms, not search results, dictate visibility.Acquisition costs are at record highs , making one-time purchases unprofitable.Consumers expect operational excellence , and every slip is amplified in AI-powered summaries.Together, these shifts mean merchants are entering BFCM with a completely new set of challenges. To prepare, you need to ask the right questions - and have clear answers.
Let’s break down the six biggest BFCM challenges in 2025 and what you can do to solve them.
1. The discovery challenge: how do I appear in AI shortlists this BFCM? You need structured, machine-readable proof - verified reviews, clear product attributes, and consistent trust signals across every platform. Without them, AI won’t surface your products.
Why this matters in 2025
Search behavior has fundamentally shifted. Instead of scrolling through Google results or ads, shoppers are being presented with AI-curated shortlists in Google AI Overviews, ChatGPT Shopping, and TikTok Shop.
These shortlists rely on structured data like reviews, ratings, and product specs.
The risk if ignored
If your proof isn’t legible to algorithms, you simply won’t appear. The size of your discount is irrelevant if customers never see your product.
What you can do:
In 2025, visibility is algorithmic. If AI can’t read your proof, customers can’t find you. 2. The on-site challenge: how do I give shoppers an AI-level experience on my store this BFCM? Match AI-driven discovery with predictive site search, personalized filters, and friction-free navigation. Customers expect your site to feel as smart as the platforms that sent them there.
Why this matters in 2025
Shoppers are being trained by AI tools to expect relevance and speed. BFCM brings record traffic spikes, but high traffic is worthless if the experience doesn’t match expectations.
The risk if ignored
Shoppers land on your site, can’t find what they want instantly, and bounce. Peak traffic becomes peak lost opportunity.
What you can do
Implement predictive site search that handles vague queries. Use AI-driven filters and recommendations to guide discovery. Streamline navigation and checkout to cope with volume under pressure. Your store must feel as smart as the AI that sent shoppers there - or you lose them. 3. The conversion challenge: how do I win first-time buyers during BFCM? Build trust instantly with verified reviews, UGC, and Q&A. First-time visitors won’t buy unless you provide proof at the exact point of hesitation.
Why this matters in 2025
Most BFCM traffic comes from shoppers who have never encountered your brand. In AI-driven shortlists, they see you alongside competitors - so visible proof is the deciding factor.
The risk if ignored
Without trust signals, you lose conversions to bigger or more familiar brands. Every abandoned cart represents wasted acquisition spend.
What you can do
Discounts draw clicks - but only proof converts first-time visitors into buyers. 4. The operational challenge: how do I prevent delivery and returns chaos this BFCM? Validate addresses, provide real-time stock visibility, and make exchanges effortless. Operational smoothness is no longer a back-office issue - it’s a visible trust signal.
Why this matters in 2025
AI platforms increasingly surface brand performance data. A late delivery or clunky return isn’t just one customer’s bad experience, it becomes part of your public reputation.
The risk if ignored
Delivery errors, overselling, and negative reviews will cost you future visibility as well as immediate sales.
What you can do
Use address validation to cut failed deliveries. Show stock levels clearly to avoid overselling. Streamline returns into exchanges to protect margin and customer goodwill. In 2025, every delivery is a trust signal. Operations now shape reputation. 6. The retention challenge: how do I keep BFCM shoppers coming back in 2026? Launch loyalty programs before BFCM, capture zero-party data, and automate post-purchase flows. Profitability comes from repeat purchases, not one-off discounts.
Why this matters in 2025
Customer acquisition costs are at record highs during Q4. Without retention strategies in place, BFCM buyers are expensive one-time orders that damage margin.
The risk if ignored
You get the sales spike but none of the long-term revenue. Competitors with loyalty strategies capture your customers in Q1.
What you can do
Your BFCM profits don’t live in November - they live in the second and third purchase. 6. The scaling challenge: how do I keep my tech stack from breaking under BFCM pressure? Build with interoperable tools that scale without lock-in, integrate with platforms like Klaviyo, and provide reliable support under pressure.
Why this matters in 2025
BFCM is the ultimate stress test. Systems that seem fine in August can collapse under November’s traffic. Closed ecosystems also trap merchants into bundles they don’t need, leaving them less flexible.
The risk if ignored
One weak or restricted link in your stack can derail your entire campaign - with no time to recover.
What you can do
Choose tools designed to integrate seamlessly. Avoid closed ecosystems that enforce bundles or restrict data access. Connect your ecommerce apps with Klaviyo to unlock advanced retention campaigns. Your stack should give you options - not restrictions - when it matters most. The clearer.io ecosystem: a flexible eCommerce stack At clearer.io, we believe merchants should never be boxed into rigid bundles.
Our ecosystem is flexible : use one tool, or combine them all. The choice is yours.
REVIEWS.io Boost Commerce Influence Address Validator & Rich Returns The clearer.io Stack → Integrates all tools without lock-in, scaling under pressure and syncing with platforms like Klaviyo for data-driven personalization.Bundle tools for cost savings, or use them individually - either way, you’re in control. Your 90-day BFCM 2025 preparation checklist Audit discovery readiness : reviews, schema, product attributes.Streamline on-site journeys : predictive search, personalized filters.Embed trust signals : reviews, UGC, Q&A at decision points.Protect operations : validate addresses, simplify returns.Activate retention loops : loyalty programs, Klaviyo integration.How to turn BFCM into long-term growth BFCM 2025 will not reward the brands who slash prices most aggressively.
It will reward the brands who get found, build trust fast, deliver flawlessly, and keep customers engaged long after the discounts fade.
With clearer.io, you get an interoperable stack designed to solve every peak season challenge - and to turn BFCM into the start of long-term growth.
Frequently asked questions How early should I be prepping for BFCM 2025?
Planning should start at least two to three months before , ideally by early Q3. Shoppers begin deal-hunting weeks early, and early preparation ensures your tech, inventory, and marketing are tested and ready.
What’s the biggest difference for BFCM this year?
In 2025, visibility depends on AI-driven discovery , not just SEO or ads. Structured data and reviews now decide who shows up in AI-generated product shortlists.
How can I make sure my site handles heavy BFCM traffic?
Stress-test your site with caching, predictive search, mobile speed, and real-time monitoring. Optimized performance ensures you turn traffic spikes into conversions - not crashes.
How do I turn one-off BFCM buyers into repeat customers?
Enroll shoppers into loyalty programs at checkout, capture zero-party data, and sync with platforms like Klaviyo to automate personalized post-purchase flows.
