What is eCommerce Marketing?


eCommerce marketing is the strategy you use to build awareness of the products you offer, provide potential customers with the information they need to make a purchasing decision, and land the sale.

This strategy uses several channels, such as organic search traffic, paid advertising, and affiliate marketing.


An e-commerce marketing strategy provides your company with several benefits that can improve your customer retention, lead generation, revenue, and lifetime customer value.

  • Builds relationships with potential clients. Your marketing efforts build trust with your audience, which makes them more comfortable with purchasing in your store.
  • Improves your search engine rankings. Marketing content, inbound links and native advertising can help you move up in the listings. New customers can discover your store and the products.
  • Increases brand awareness. The buyer journey takes place on many channels, so you need to get your e-commerce site in front of them at the right time. You can do this in many ways, such as building up your presence on social media, using paid search ads and collaborating with influencers.
  • Provides pre-sales education. You can answer the questions that potential customers have so they know the right products for their needs, can understand how to successfully use these items and screen themselves before they reach your sales department.
  • Learn more about your audience. The data you gather from e-commerce marketing campaigns allows you to understand what your customers are looking for, the types of products they respond to the best and promotions that provide the best performance.


When you put together your e-commerce marketing plan, you can get the most out of your efforts by following best practices for optimizing your conversions and traffic. Use these tips to establish a campaign capable of driving your eCommerce store forward.

  • Go to your customers. Don't spread yourself too thin with your marketing channels. Focus on the ones that attract your ideal shoppers so you make the most of your available budget. If you aren't sure where to start, research your competitors to see where they spend their time.
  • Incorporate personalization. Buyers run into many advertisements throughout the day. When you address them with relevant materials, you can cut through the noise and make a good impression.
  • Overcome sales objections. Eliminate anything that's in the way between your shoppers and a conversion. Consult with sales and customer support to see the most common questions asked during the pre-sales process and incorporate these answers into your e-commerce marketing.
  • Use split testing. E-commerce marketing is not a set-it-and-forget-it activity. You need to regularly test your methods to look for areas of improvement. Split testing, also known as A/B, gives you hard data to back up changes in your marketing. Over time, you gain more effective strategies to fuel eCommerce growth.
  • Leverage an email list. Email marketing gives you the opportunity to nurture buyer relationships. Many shoppers are happy to sign up to your list when you provide them with an incentive, such as a discount coupon or free shipping.

    The Growth-Driven Design (GDD) methodology is also valuable for eCommerce marketing tactics. It fuses the link between sales and marketing with web design and constant development based upon user experience. GDD encourages constant improvement and marketing success. 

    You need more than an excellent product selection to get the interest of your buyers. eCommerce marketing puts you front and center with your buyers, with an omnichannel approach that provides fresh customers, more revenue and a better conversion rate.

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