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TikTok commerce, Dark Social, and the Death of SEO

SALESmanago research across European eCommerce brands reveals what’s keeping retail marketers awake at night

According to research just released by Krakow, Poland-based SALESmanago, traditional SEO is on the brink of extinction. SALESmanago, one of Europe’s leading Customer Engagement Platforms, found that seventy-three percent of eCommerce and retail marketers believe that traditional SEO will be obsolete by 2026 – a clear sign that the rules of digital engagement are changing.

The survey was based on 150 marketers across the UK, Poland, and Italy, and the data reveals that European eCommerce leaders are facing challenges in keeping up with changing consumer behaviours, platform fragmentation, and tech disruption.

Some of the key findings from this report that caught our attention include:

  • SEO Extinction: 73% of marketers say traditional SEO will be dead by the end of 2026
  • TikTok drives commerce: 44% report rising demand for social commerce, with 35% turning to AI-powered tools to respond
  • Dark social dilemma: 63% say platforms like WhatsApp and Instagram DMs are making it harder to measure web traffic
  • Personalisation pressure: 51% are grappling with growing expectations for tailored experiences
  • Spotlight on sustainability: 41% say eco-conscious consumers are reshaping their strategies

To go behind the numbers and gain additional insight into these emerging trends, we engaged Brian Plackis-Cheng, CEO at SALESmanago, for a quick Q&A session.

WM: Tell us about the study you have just completed. When was it fielded, who was your audience, and were themes were you investigating?

Brian: To gain deeper insights into retail marketing trends and the evolving impact of consumer behaviours, we conducted a survey targeting 150 e-commerce marketers across the UK, Poland, and Italy. The study explored themes such as platform fragmentation, technology disruption, and how marketers are responding to changing consumer expectations.

WM: The study found 73% of e-commerce and retail marketers saying that traditional SEO will be obsolete by 2026. What reasons did the respondents cite for this conclusion?

Brian: Respondents highlighted the increasing complexity of consumer journeys, which are no longer linear and often span multiple platforms. Traditional SEO, centered on static keywords, struggles to capture this dynamic behaviour. Instead, marketers see the need for real-time intelligence and personalised strategies to engage consumers effectively in an era dominated by private platforms and fragmented channels.

WM: What is going to replace SEO as a valuable tool for marketers?

Brian: Marketers are pivoting towards tools that provide real-time insights and deeper personalisation. These include AI-powered tools for dynamic engagement, Customer Data Platforms (CDPs) to unify consumer data, omnichannel marketing automation to deliver real-time, orchestrated cross-channel seamless experiences, and leveraging social commerce platforms like TikTok to capture consumer interest.

WM: What did you learn about social channels that will be effective in the future for marketing e-commerce sites?

Brian: The research revealed that TikTok is emerging as a key driver of commerce, with 44% of respondents noting its rising demand for social commerce. To adapt, 35% of marketers are investing in AI-powered tools to deliver content and offers tailored to consumers’ preferences on these platforms. This reflects a broader shift towards integrating social channels that facilitate instant purchases and meaningful interactions.

WM: The report mentions the emerging role of “Dark Social” in e-commerce marketing. Can you define that term for us and put it in the context of what marketers need to know on this topic?

Brian: The term ‘dark social’ refers to private and untraceable sharing of content on platforms like WhatsApp, Instagram DMs, and other messaging apps. This type of sharing poses a challenge for marketers, as it creates a significant blind spot, as interactions in these private channels do not generate measurable web traffic or traditional referral data.

The rise of dark social can be attributed to increasing user privacy preferences and the growing popularity of private messaging platforms. For marketers, this underscores the need to adapt by focusing on creating shareable, engaging content tailored to these environments. Leveraging tools such as UTM parameters and link shorteners can help identify traffic originating from private sharing. Additionally, platforms that specialize in dark social analytics offer insights into how content circulates in these hidden channels.

Best practices include optimizing content for sharing within messaging apps, like using concise visuals or videos, and crafting compelling call-to-actions designed for private engagement. Marketers should also implement advanced attribution models, such as multi-touch attribution or probabilistic modeling, to estimate the role of dark social in the customer journey.

These models use machine learning and aggregated data to analyse patterns and assign value to previously untraceable interactions, providing a clearer picture of their impact on conversions and engagement.

WM: What do you learn about the promise of Personalisation?

Brian: Personalisation is becoming non-negotiable, with 51% of marketers struggling to meet rising expectations for tailored experiences. Consumers expect brands to anticipate their needs, offer bespoke recommendations, and communicate across their preferred channels – when they want, and that often means in real time. Effective personalisation drives customer loyalty, conversions, and a competitive edge in the crowded e-commerce space.

WM: With all the data collected by e-commerce brands, why is there a continuing struggle to be more effective with personalisation?

Brian: The challenge lies in unifying fragmented data from various touchpoints and performing the necessary analysis. Many brands lack integrated systems to consolidate consumer data into actionable insights. Additionally, scaling personalisation while maintaining relevance and regulatory data protection compliance requires sophisticated AI-driven tools and a clear segmentation strategy, which are often underutilised or poorly implemented.

WM: What else would you like to share as a highlight of the report?

Brian: Sustainability is a growing priority, with 41% of marketers adapting their strategies to cater to eco-conscious consumers. This highlights the intersection of values and commerce, where consumers increasingly favour brands that align with their ethical and environmental concerns. Investments in sustainable practices and transparent messaging can offer a competitive advantage.

Editor’s Note: About SALESmanago

Founded in 2012, SALESmanago is a leading European SaaS company offering a powerful and feature-rich Customer Engagement Platform designed for digitally driven eCommerce marketing teams. Trusted by over 2,000 mid-size businesses across Europe, the platform powers brands like Victoria’s Secret, iSpot, Orbico, Horta, and 4F.

SALESmanago specializes in helping customers acquire, convert, and engage their clients through deep personalisation mastery and orchestrated journeys, leveraging a unique SALESmanago Growth Framework. By combining advanced technology with tailored support, the company empowers businesses to grow revenue efficiently and adapt to the rapidly evolving e-commerce landscape.