Top 10 E-Commerce Influencers on TikTok & Instagram

Staying ahead in e-commerce means learning from those who set the trends. With over 80% of U.S. companies now using influencers for marketing, there’s no shortage of advice out there – but which voices should e-commerce brands and Amazon sellers really tune into? In this post, we highlight the Top E-Commerce Influencers to Follow in 2025. These individuals (from content creators on TikTok and Instagram to micro-influencers and industry veterans) are sharing game-changing insights on influencer marketing, direct-to-consumer (DTC) growth, and user-generated content (UGC). Follow them, and you’ll gain practical tips on everything from social media strategy to scaling your Amazon store. Let’s dive into the influencers driving e-commerce success this year and how they can inspire your brand’s next big move.

Why Follow E-Commerce Influencers in 2025?

Influencer marketing is booming: Brands large and small are leveraging influencers to humanize their marketing. Influencers often share real-world strategies for boosting online sales, engaging customers, and navigating platform changes. By following them, e-commerce brands, Amazon sellers, and DTC founders get free, up-to-date education on what’s working now in digital commerce.

Micro-influencers offer big ROI: Not all influencers have millions of followers – and that’s a good thing. Micro-influencers (those with smaller, niche followings) often deliver higher engagement and trust. In fact, studies show micro-influencer campaigns can return around a 20:1 ROI, compared to roughly 6:1 for macro-influencers. Additionally, 56% of marketers report better ROI with micro and nano influencers. Their audiences are highly targeted and loyal, which means recommendations feel more authentic. (See the comparison table below for a quick look at micro vs. macro influencer metrics.)

UGC builds trust: Influencers are also prolific creators of user-generated content – think unboxing videos, reviews, or tutorials featuring your product. UGC is marketing gold: 92% of consumers trust word-of-mouth and UGC more than traditional brand ads. By collaborating with content creators, brands can inject authenticity into their campaigns and social feeds, turning customers into a community. Even if you’re not ready to launch an influencer campaign, simply following these influencers can spark ideas for your own content and UGC strategy.

Learning and inspiration: Finally, following top influencers is like having a free mastermind group of e-commerce mentors. Many share case studies, experiment results, and candid lessons from their own successes (and failures). As an e-commerce entrepreneur or Amazon seller, you can adapt these insights to avoid pitfalls and capitalize on new opportunities – whether it’s a TikTok trend that’s driving product virality or a new email marketing tactic to recover abandoned carts.

Below, we’ve compiled 10 of the most insightful e-commerce influencers to follow in 2025. They cover a range of specialties – from Shopify experts and DTC growth hackers to Amazon pros and creative micro-influencers. Let’s meet them!

Top 10 E-Commerce Influencers to Follow in 2025

1. Tobi Lütke

Who he is: Tobi Lütke is the co-founder and CEO of Shopify, the platform powering millions of online stores. Under his leadership, Shopify grew into Canada’s most valuable company (market cap ~$200 billion), making Lütke a pivotal figure in e-commerce.
Why follow: Tobi often shares forward-thinking views on entrepreneurship, technology, and the future of online retail. Following his posts on X (Twitter) and LinkedIn gives you a window into upcoming commerce trends and Shopify developments. For example, when Lütke discusses a new Shopify feature or an e-commerce innovation, it’s a clue for brands to pay attention. His perspective can help Amazon sellers and DTC founders understand the “big picture” of where digital commerce is headed in 2025.

2. Chase Dimond

Who he is: Chase Dimond is an email marketing expert and co-founder of an agency specializing in email for e-commerce brands. He’s renowned for turning email lists into revenue: his campaigns have generated over $150 million in email-driven sales for online stores.
Why follow: If you’re looking to boost customer retention and lifetime value, Chase’s content is a goldmine. On X (Twitter), LinkedIn, and through his newsletter, he shares actionable tips on crafting subject lines, designing high-converting email flows (welcome sequences, cart recovery, etc.), and leveraging newsletters for e-commerce. His advice, often presented in easy-to-digest threads or videos, helps brands of all sizes step up their email marketing game. For Amazon sellers expanding to their own websites or Shopify stores, Chase’s strategies are perfect for nurturing customer relationships beyond the marketplace.

3. Nik Sharma

Who he is: Nik Sharma, nicknamed the “DTC CEO,” is an investor and advisor behind numerous fast-growing direct-to-consumer brands (think names like Feastables and Caraway). He runs a popular weekly newsletter and Twitter feed breaking down DTC marketing wins.
Why follow: Nik is all about data-driven marketing and growth hacking for online brands. He frequently posts case studies of campaigns that drove ROI – for instance, how a particular landing page design increased conversions, or how tweaking ad creative lifted a brand’s sales. Sharma’s threads usually start with a bold claim or insight, then unpack the exact tactics and tools to achieve it. For e-commerce entrepreneurs, this is like getting a play-by-play from a marketing agency insider. You’ll also catch Nik discussing broader trends (like privacy changes or algorithm shifts) and how to adapt. His content will help you optimize everything from Facebook ads and influencer campaigns to site UX, keeping your brand on the cutting edge.

4. Gretta van Riel

Who she is: Gretta van Riel is a serial e-commerce founder who built 5 multi-million dollar brands by her late twenties. Her first brand, SkinnyMe Tea, famously won Shopify’s Build-a-Business contest and grew explosively through Instagram. Gretta is also known for pioneering influencer marketing tactics in e-commerce – turning social media trends into sales.
Why follow: Gretta shares invaluable advice on starting and scaling brands, especially around leveraging influencers and UGC. On Instagram and LinkedIn, she often discusses how she tests product ideas, validates markets, and uses influencer partnerships to drive brand awareness. For example, Gretta might outline how to structure a giveaway campaign with micro-influencers or how to turn customer feedback into new product features. She’s a champion of community-driven brands. E-commerce sellers can learn from her how to authentically engage audiences and create products that practically sell themselves (thanks to social proof and savvy marketing). If you’re curious about viral marketing hacks or building a brand with little ad spend, Gretta’s content is a must-follow.

5. Gary Vaynerchuk (GaryVee)

Who he is: Gary Vaynerchuk – popularly known as GaryVee – is a serial entrepreneur and one of social media’s biggest influencers. He started by growing his family wine business via YouTube and now runs VaynerMedia, a major digital agency. With an online following in the multi-millions (including 10M+ Instagram followers as of recently), GaryVee is an authority on marketing, branding, and hustle culture.
Why follow: Energy and practicality. GaryVee delivers high-octane advice on using social platforms (TikTok, Instagram, YouTube, even emerging channels) to build a brand and connect with customers. He often emphasizes content creation and engaging your audience: “Document, don’t create” is one of his famous mantras for posting more authentically. For e-commerce folks, Gary’s constant encouragement to try new trends (like leveraging TikTok influencers or starting a podcast for your niche) can be the push you need to innovate your marketing. He also shares tips on mindset – handling entrepreneurial stress, being patient but persistent, and focusing on customer value. Follow Gary for daily motivation and a firehose of ideas to amplify your online store’s presence.

6. Savannah Sanchez (“The Social Savannah”)

Who she is: Savannah Sanchez is a performance marketing consultant who specializes in paid social ads for e-commerce. Known as “The Social Savannah,” she’s an expert in crafting scroll-stopping ad creatives – particularly using user-generated content. Savannah has helped numerous DTC brands scale with TikTok, Instagram, and Facebook ads that feel organic and engaging.
Why follow: Ad fatigue is real – but Savannah’s content teaches you how to beat it. She regularly shares examples of high-converting ad creatives, breaks down why they work, and offers tips for brands to produce their own. A big theme in her advice is leveraging UGC and influencer-style videos in ads because they come off as more genuine (and we know consumers trust authentic content). On her TikTok and X feeds, you might find breakdowns like “5 reasons this TikTok ad went viral” or “UGC vs. studio content – which sold more?.” Savannah’s insights can help e-commerce marketers improve their return on ad spend by focusing on creative that drives clicks and sales. If you run paid campaigns – or plan to – following Savannah will keep your strategies fresh and effective.

7. Jordan Welch

Who he is: Jordan Welch is a young e-commerce entrepreneur who made a name by building successful Shopify stores (particularly in dropshipping) and sharing his journey on YouTube. He’s the creator of the Viral Vault ecom tool and has documented the ups and downs of launching online businesses, amassing a large following of aspiring entrepreneurs.
Why follow: Jordan offers a transparent, in-the-trenches look at what it takes to build a profitable Shopify store from scratch. His YouTube channel and Instagram posts cover practical how-tos: product research methods, store design tips, winning ad strategies, and even store teardowns where he analyzes what makes a website convert. In 2025, with Shopify continuing to evolve, Jordan’s content helps you stay on top of platform updates and new tactics (for example, he often discusses the latest dropshipping trends or quick experiments like launching a one-product store in 24 hours). For Amazon sellers interested in expanding into their own independent store, Jordan’s guidance on branding and customer acquisition is especially useful. He’s relatable and focuses on actionable advice, making e-commerce feel doable for newcomers.

8. Ezra Firestone

Who he is: Ezra Firestone is a veteran e-commerce entrepreneur and the co-founder of multiple 7- and 8-figure brands (including BOOM! by Cindy Joseph, a prominent skincare line). He also founded Smart Marketer, a training platform where he coaches business owners on scaling e-commerce ventures. Ezra’s been in the game for over a decade and is respected for his comprehensive knowledge of digital marketing.
Why follow: Think of Ezra as a mentor who has “seen it all” in e-commerce. On social media and through his blog/videos, he shares strategies on scaling from six to seven figures and beyond – covering everything from Facebook ad tactics and email sequences to improving average order value and customer retention. One day, Ezra might post about a new funnel hack (say, a post-purchase upsell that boosted revenue by 30%); another day, he could talk about work-life balance as an entrepreneur. For brands aiming for serious growth, Ezra’s emphasis on sustainable scaling, team building, and optimizing operations is invaluable. He often provides templates and frameworks, making his advice very concrete. Following Ezra will give you a blend of high-level strategy and nitty-gritty marketing techniques to accelerate your store’s growth.

9. Andrew Foxwell – Paid Social Ads & Analytics Expert

Who he is: Andrew Foxwell is the co-founder of Foxwell Digital, a consultancy that has managed millions in social media ad spend for e-commerce brands. He’s a go-to expert for Facebook/Instagram ads and is deeply knowledgeable about social media algorithms and analytics.
Why follow: Running profitable ad campaigns in 2025 requires staying on top of constant platform changes – and that’s exactly what Andrew helps you do. On X (Twitter) and LinkedIn, he shares bite-sized case studies and test results from real campaigns. For example, Andrew often breaks down how iOS privacy changes impact ad tracking or how a new Facebook Ads feature can be leveraged by brands. He also provides creative tips, like which styles of Instagram Story ads are currently yielding the best click-through rates. If you’re an Amazon seller considering external traffic for your listings, or an online store owner scaling up ads, Andrew’s insights on targeting, budgeting, and ROAS (return on ad spend) optimization are gold. He has a talent for explaining complex ad metrics in plain language, so you’ll improve your marketing savvy just by following his commentary.

10. Mike Jackness

Who he is: Mike Jackness is an experienced e-commerce entrepreneur and co-founder of EcomCrew, a popular blog and podcast for online sellers. He has built and sold multiple e-commerce businesses (spanning niche sites and Amazon brands) and shares lessons learned along the way. Notably, Mike once grew a brand (Treadmill.com) to over $1 million in sales in its first year, showcasing his skill in launching successful products.
Why follow: Mike’s content is particularly relevant for Amazon sellers and those running their own storefronts in tandem. On the EcomCrew podcast and blog, he dives into tactical topics like Amazon SEO, inventory management, and conversion rate optimization for Shopify stores. He’s very open about failures too – which means you can learn from common mistakes (such as selecting the wrong product or mismanaging cash flow) without experiencing the pain yourself. In 2025, with Amazon constantly updating policies and the e-commerce landscape shifting, Mike’s updates will keep you informed. He also brings on guests (often other top sellers or experts) who share their strategies. Following Mike and EcomCrew gives you a well-rounded education in running a sustainable, profitable e-commerce business across marketplaces and your own site.

Turning Insights into Action

Following these top e-commerce influencers is like having a customized news feed for online business success. You’ll get a daily dose of inspiration – whether it’s a new TikTok hashtag that’s driving product sales or an email subject line formula to re-engage customers. But the real key is to turn those insights into action for your brand:

• • Experiment: Try out that Instagram Reels strategy or implement a tip from an influencer’s case study. Treat your business as a lab for continuous improvement.

     

  • Engage: Don’t just lurk – interact! Comment on their posts, ask questions, or share your results. Building a relationship with influencers (even as a fan) can lead to mentorship or collaboration opportunities down the line.

     

  • Leverage micro-influencers: If you’re a brand owner, consider collaborating with smaller creators in your niche. Platforms (like Stack Influence) can connect you with micro-influencers who create authentic UGC for your products. This can expand your reach and boost trust with relatively low cost. Remember the stats – micro-creators often bring higher engagement and credibility, which can translate to more sales.

     

  • Stay adaptable: The e-commerce world evolves quickly. What’s trending today (live shopping, short-form video, AI-driven product recommendations) might shift tomorrow. By keeping these influencers on your radar, you’ll be among the first to know about algorithm changes or emerging platforms – and you can pivot your marketing strategy accordingly.

Conclusion to The Top 10 E-Commerce Influencers

The Top E-Commerce Influencers to Follow in 2025 are more than just social media personalities – they’re educators, trend-spotters, and industry leaders who can help inform your business decisions. By incorporating their tips on influencer marketing, micro-influencers, content creation, and growth strategy, you equip your brand to thrive in the competitive online marketplace. Whether you’re an Amazon seller aiming for that next $1M in sales or a DTC startup looking to build a community, there’s an influencer on this list offering guidance tailored to your journey.

Now it’s your turn: follow these experts, soak up their knowledge, but most importantly, put it into practice. Test a new strategy, launch a micro-influencer campaign, or tweak your store based on an insight – and watch your e-commerce business reap the benefits. Here’s to learning from the best and achieving e-commerce success in 2025 and beyond!