A lot has changed in the eCommerce industry last year. Platforms shifted, AI moved from theory to reality, and merchants were forced to adapt faster than ever. We spent the year shipping, fixing, testing, launching, and learning, often at the same time.
Here’s a straight-talking recap of what changed across the industry, what we focused on at Aware Digital, and what actually mattered along the way.
January
January kicked off with a fresh start as the marketing team moved into new offices, setting the tone for a year of growth and momentum.
February
The year opened with a familiar reminder that platform health matters. On 11 February 2025, Adobe released Magento Open Source and Adobe Commerce security and beta updates, reinforcing the need for merchants to stay current and proactive when it comes to patches and releases.
We got straight to work. We rolled out critical patch updates in record time, then did it again later in the year. Fast, controlled, and without drama. Exactly how this stuff should be handled.
If you are not sure whether your Magento store is fully patched, this is exactly what our support team exists for.
March
March brought a strong focus on skills, partnerships, and leadership across eCommerce. Certifications and community involvement continued to signal credibility in an increasingly crowded space, while collaboration remained a clear differentiator.
We pushed all three. Andy met with DotDigital on the slopes, Charlie earned her Adobe Certified Professional Business Practitioner certification, we joined the Magento Association as a Gold member, and Mel was promoted to Head of Project Management. Solid progress, properly earned.
April
April was a big month for Magento innovation. Hyvä Commerce and Hyvä CMS gained serious traction, giving merchants new ways to build faster, cleaner, more flexible admin experiences without unnecessary complexity.
We leaned all the way in. We became Hyvä Gold Partners, built with our Hyvä Commerce early access with Hyvä CMS, and released our brand new product focused on powerful Magento admin experiences. We also launched the new Aware site, which became the first site built on Hyvä Commerce. Leading from the front felt right.
If you are considering Hyvä or Hyvä Commerce, this is exactly where we can help.
May
In May, platform conversations ramped up. The Magento versus Shopify debate resurfaced, with merchants weighing flexibility, performance, and long-term control rather than short-term convenience.
We added structure to the noise. We launched this newsletter to keep clients and partners up to speed without the fluff. At the same time, Stu and Dave headed to Barcelona to gather insight from the wider eCommerce ecosystem and bring back ideas that actually stand up in the real world.
June
June mixed recognition with the community. Industry events like Meet Magento UK continued to push important conversations forward, while certification and inclusion stayed front of mind across the space.
It was a standout month for us. We became the first agency to receive the Hyvä certification, Stu delivered a Queer in Tech talk, Paul joined the team, and we hosted Aware Summit 2.0. Growth, representation, and momentum all in one month.
July
July shifted attention to discovery and visibility. Social SEO became harder to ignore as hashtags lost relevance and Instagram posts started ranking properly. Google also launched a new Insights tab, reinforcing how blurred the lines between search and social have become.
We stayed practical. Hyvä Commerce became readily available, and we helped clients understand how social content now plays a direct role in visibility and performance. Less guesswork, more intent.
Visibility is no longer just about search. We help brands adapt to that reality.
August
August delivered a shake-up. Yotpo announced it was ending email and SMS, forcing brands to rethink retention strategies quickly and decisively.
We moved fast. Clients needed clarity, not panic, so we guided migrations, reviewed tooling, and helped teams reset their approach without losing momentum.
If platform changes caught you off guard, we can help you plan your next move properly.
September
September was all about preparation. Peak trading planning dominated the industry, with brands looking for clearer strategies ahead of Black Friday and Cyber Monday.
We focused on usefulness. We attended the eCommerce Expo and launched our BFCM guide to give teams a no-nonsense framework for planning, prioritising, and executing when it matters most.
BFCM is over for another year, but if peak trading still feels stressful, the BFCM guide is a good place to start.
October
October was relentless. Adobe introduced the LLM Optimiser to help brands improve how they appear in AI-powered chats and browsers. ChatGPT made it possible to discover and buy products without leaving the window. At the same time, Search Console parameter shifts and an Amazon Web Services (AWS) outage reminded everyone how fragile platforms can be.
We kept things steady. Mel and Stu visited Mollie & Hyvä's Hive UK and brought home a Hive Excellence award for our work with Audio-Technica. We celebrated our birthday, and behind the scenes, we stayed focused on stability, performance, and keeping client platforms moving while the industry shifted around us.
Stability matters most when everything else is changing.
November
November brought recognition and partnerships into focus. Adobe announced a deal with Semrush , while Apple Pay became easier on Shopify through full integration with the Shop Pay checkout, improving conversion paths for merchants.
We had our own moment, too. We were shortlisted for Best eCommerce Site at the Northern Digital Awards 2026 (Don't Panic Events)for our work for Audio-Technica again, while continuing to help clients make sense of new tools, partnerships, and opportunities without chasing every shiny thing.
December
December was about closing strong and looking ahead. Certification and upskilling remained a priority across the industry as teams prepared for the year to come.
We finished on a high. Four of our team passed their Hyvä certifications, reinforcing the depth of expertise across the agency, and we wrapped things up properly with our Christmas do. A solid end to a busy, progressive year.
In review...
Looking back, the year was not defined by one launch or one update. It was defined by momentum. Consistent delivery, better tools, stronger partnerships, and a clear focus on performance over noise.
If any of this sparked questions about your own platform, roadmap, or setup, that is usually the right moment to talk. We are already deep into planning what comes next.
Planning a platform change, audit, or rebuild this year? Let’s get it right from the start. Get in touch with us here. Or, leave us a comment & we'll be right with you.
