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- Roots to Revenue | How Brand Spend Is Driving AOV in Outdoor & Garden eCommerce
Roots to Revenue | How Brand Spend Is Driving AOV in Outdoor & Garden eCommerce
Plus, Greenworks’ CrossoverT Tractor bundle delivers on value and eco innovation.
Sophie Bruxner-Randall
June 11, 2025 • Estimated Reading Time: 5 minutes
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Welcome to Roots to Revenue, your essential newsletter for outdoor living eCommerce professionals.
Editor’s Pick 🌟
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. |
Sector Spotlight 🎥
MARKET DYNAMICS
The electric lawn mower market is projected to grow to $8.7 billion by 2032, with a CAGR of 12.88%, driven by increasing environmental awareness and technological advancements. This growth is fueled by innovations in lithium-ion battery technology and a demand for greener gardening tools. Marketers can capitalize on this trend by promoting eco-friendly and technologically advanced products to environmentally-conscious consumers.
HOME IMPROVEMENT DEALS
Source: 9to5Toys
The Greenworks 60V 30-inch CrossoverT Riding Tractor package, offered at $3,499.99 on Amazon with a $1,000 savings, is significant for marketing professionals in eCommerce. It combines efficiency with value, providing four 8.0Ah and one 20.0Ah battery for expansive coverage up to 2.8 acres, aligning perfectly with consumer demand for high-performance, eco-friendly garden solutions.
BUSINESS EXPANSION
GrowGeneration's acquisition of Viagrow, a domestic provider of gardening products, enhances its position in the growing home gardening and big-box retail markets. This move supports GrowGeneration's strategy to diversify revenue through proprietary brands, while strengthening their presence across online channels and mass-market retailers such as Amazon, The Home Depot, and Walmart. The acquisition is expected to boost margins and expand the company's customer base.
OUTDOOR EQUIPMENT GROWTH
The outdoor power equipment market is projected to grow from $26.22 billion in 2023 to $42.3 billion by 2032. This expansion is driven by the adoption of battery-powered tools, increasing urbanization, and demand for efficient landscaping solutions in both residential and commercial sectors. For marketers, focusing on eco-friendly equipment and eCommerce platform trends offers strategic insights to leverage growing consumer preferences and technological advances.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA MARKETING
Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.
ClickZ is a ClickZ Media publication in the DTC Ecommerce division