What Funnel Builders Are Ecommerce Merchants Using in 2025?

Funnel builders have become an essential part of the eCommerce toolkit, and in 2025, they’re more sophisticated, flexible, and data-driven than ever before. As competition grows and customer acquisition costs rise, merchants are moving beyond static websites and templated product pages to build dynamic, conversion-optimized funnels tailored to each audience segment.

From landing pages and upsells to checkout and post-purchase flows, today’s funnel builders empower merchants to control every step of the buyer journey with precision. The right funnel strategy can mean the difference between a visitor bouncing and a visitor converting, especially in high-velocity eCommerce environments.

Why Funnel Builders Matter More in 2025

The eCommerce landscape has changed dramatically. With third-party cookies on the decline, brands are investing in first-party data infrastructure and building experiences around behavior, not just demographics.

Funnel builders help merchants execute these experiences quickly. Rather than relying solely on rigid CMS platforms, merchants now use funnel builders to create agile landing pages, personalized checkout flows, and segmented offers that meet shoppers where they are.

Speed to test is also critical. In 2025, merchants who can launch a new funnel in hours, not weeks, have a clear advantage. Funnel builders enable that agility without sacrificing design or performance.

Leading Funnel Builders eCommerce Brands Rely On

In 2025, the top funnel builders being used by eCommerce merchants fall into two broad categories: all-in-one marketing platforms and specialized eCommerce funnel tools.

ClickFunnels 2.0 continues to be a go-to for DTC brands, especially those focused on info products, high-ticket offers, and bundled sales. Its drag-and-drop editor and built-in checkout make it easy to test different offers quickly, though many brands outgrow it once they need deeper integrations and data control.

Shopify + GemPages or Zipify Pages offers a funnel-like experience within the Shopify ecosystem. Merchants who prefer staying inside Shopify’s backend use these tools to create conversion-focused landing pages, upsells, and A/B tests, without needing custom code.

Webflow has emerged as a powerful funnel-building option for brands wanting more design flexibility and control over performance. While it’s not a dedicated funnel builder, it allows for fully custom landing pages and micro-funnels that integrate directly with headless checkout tools like Lasso.

GoHighLevel has grown in popularity, especially with agencies managing multiple stores or product lines. Its white-label capability, CRM, and automation suite make it attractive for high-volume funnel testing and lead nurturing.

Funnelish and DropFunnels are used by niche eCommerce brands looking for lightweight, speed-optimized funnels with built-in checkout features and marketing integrations. They're particularly common among supplement sellers, digital product brands, and those in high-risk verticals.

Ultimately, merchants are choosing tools that balance speed, flexibility, and data access. Many use a hybrid approach, combining funnel builders with external checkout and analytics platforms to maximize control.

The Rise of API-Driven and Headless Funnel Stacks

As merchants mature, many are moving away from bundled platforms and into API-first stacks. These funnel architectures use tools like Webflow for frontend design, a platform like Lasso for checkout, and third-party analytics for performance tracking, all connected through APIs.

This approach offers full flexibility without vendor lock-in. It also enables deeper personalization and faster optimization cycles. For merchants serious about long-term scale, this modular funnel model is becoming the standard.

In 2025, being able to route users through different funnels based on traffic source, product interest, or previous behavior is no longer a “nice to have.” It’s essential.

What Merchants Look for in a Funnel Builder Today

The expectations around funnel tools have changed. It’s no longer enough to offer a page builder and a checkout. Today’s eCommerce merchants demand:

• Lightning-fast load times across mobile and desktop
  
  
  

• Clean integration with payment and shipping tools
  
  
  

• Native support for first-party tracking and server-side events
  
  
  

• Built-in testing and optimization tools
  
  
  

• Customizable post-purchase flows for upsells and retention
  
  
  

These features aren't optional anymore, they're the minimum to compete. Funnel builders that don’t prioritize data ownership and flexibility are rapidly falling out of favor.

How Lasso Supports Custom Funnel Strategies in 2025

At Lasso, we don’t build landing pages, we power the most critical part of the funnel: checkout. Our API-first platform plugs into any funnel builder to create blazing-fast, fully compliant, first-party checkout experiences that maximize conversions.

Whether you’re building with Webflow, Shopify, ClickFunnels, or something entirely custom, Lasso ensures your checkout isn’t a weak link. With dynamic routing, first-party event tracking, and multi-PSP support, we help merchants operate with confidence, especially those in complex or high-risk verticals.

In 2025, funnel flexibility is everything. Lasso gives you the checkout layer to match.

Final Thoughts

The best funnel builders for eCommerce in 2025 aren’t necessarily the most popular, they’re the most adaptable. As brands move toward owning their data and customizing the customer journey, funnel builders must offer more than drag-and-drop design.

They must integrate seamlessly with first-party checkout tools, support scalable testing, and give merchants control over performance at every step. Whether you’re just starting out or building a multi-brand empire, your funnel stack needs to be modular, measurable, and optimized for speed.

The merchants winning in 2025 aren’t just selling products, they’re building frictionless funnels that convert.