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  • Roots to Revenue | 🌱 Organic Demand + Smart Tools = Garden eCom’s Future

Roots to Revenue | 🌱 Organic Demand + Smart Tools = Garden eCom’s Future

Plus, Fospha’s $500M data shows garden brands growing via full-funnel Google.

Author

Sophie Bruxner-Randall
May 28, 2025 • Estimated Reading Time: 6 minutes

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Welcome to Roots to Revenue, your essential newsletter for outdoor living eCommerce professionals.

New Research 🧐

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

Sector Spotlight 🎥

MARKET GROWTH OUTLOOK

The global lawn and garden consumables market is projected for steady growth through 2032, driven by increased consumer interest in home gardening, sustainability, and technological advances such as smart tools. Marketers should note high demand for organic products, regional variations, and strong potential in emerging markets. Strategic focus on innovation and sustainable practices will be essential for differentiation.

HOME IMPROVEMENT INNOVATION

House Digest

Harbor Freight’s Atlas 80V cordless lawnmower targets homeowners seeking convenience and eco-friendliness, offering features like variable speed, automatic load-sensing, and multiple cutting options. While its $269.99 base price appears attractive, required add-ons push costs higher than comparable models. Ideal only for moderate-sized lawns, battery limitations restrict utility.

GARDEN TOOLS INNOVATION

LawnMaster’s 1800W Electric Hover Lawn Mower presents a practical solution for homeowners seeking efficient, low-maintenance lawn care, offering strong performance on uneven or medium-sized gardens and enhanced utility with both mulching and collection modes. Its standout features—powerful motor, 36cm cutting width, and easy storage—support value-driven purchasing decisions for cost-conscious consumers. Marketers can leverage this product’s positioning by focusing on its convenience, eco-friendly features, and price accessibility, tailoring messaging for segments prioritizing efficient garden tools without the complexity of battery systems.

GREEN HOME INNOVATION

A gardener’s transition to a battery-powered chainsaw illustrates increasing consumer adoption of eco-friendly yard tools, driven by emissions reduction, lower maintenance, and quieter operation compared to gas models. Marketers should note the positive sentiment and peer influence shaping purchasing behavior. This insight affirms the importance of sustainability-driven product messaging.

Influencer Corner 📣

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Optimization Hub ⚙️

INNOVATIVE AD STRATEGIES

Google’s Performance Max updates provide marketers with in-campaign asset AB testing, support for up to 10,000 negative keywords, and a comprehensive Search Terms Report—transforming campaign optimization and control. These features are essential for eCommerce professionals seeking granular campaign management and actionable data-driven decision-making.

DIGITAL AD PREFERENCES

Adobe’s survey reveals that UK audiences are more skeptical of influencers and less responsive to emotional ads compared to the US, yet video remains the most effective ad format in both markets. US consumers have a higher propensity to act immediately on ads, while ad blockers are primarily used to minimize pop-ups. Marketers targeting these regions should prioritize video content and humor, and adjust influencer and emotional messaging based on regional trust levels.

ClickZ is a ClickZ Media publication in the DTC Ecommerce division