Business Ecommerce Marketing

10 Digital Marketing Principals for eCommerce

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Launching an eCommerce site is a tremendous undertaking, but the rewards of selling online can reap equally incredible benefits. It is predicted $211.1 billion will be spent on online shopping by the end of this year. That is up more than $6 billion from last year, and experts are saying that number will only continue to rise.

With the increasing demand for online commerce, retailers are being forced to double up their efforts in producing websites with the latest advancements in CMS Web development, both to keep consumers engaged and to remain competitive. Stay on the upper curve with these 10 powerful digital marketing principles helping eCommerce sites stay on the top.


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1. Creating a User Experience (UX)

Creating a user experience (UX) that is not only easy to navigate through but also drives sales is key to eCommerce success. In 2015, mobile eCommerce spending reached $10 billion in the U.S. alone, so structuring the UX to be responsive (mobile-friendly) will also play a crucial role in eCommerce success. This stage requires extensive testing and developers must put themselves into the minds of the consumer. A good design is great, but if the consumer isn’t able to find what they’re looking for, they’ll drop off the site in seconds, and the sale will be lost.

2. Designing Something Beautiful (UI)

Once the UX is aligned in a way that converts shoppers to buyers, it’s time to consider the design (UI) of the eCommerce site. Video is taking over digital marketing trends, and incorporating product videos, reviews and banners creates a more engaging site. The design should also exist to tell a story. The first impression an individual has of your brand is crucial. It must convey your brand identity, letting shoppers know exactly who you are, what you stand for, and what you have to offer them while shopping on your site. Instead of only considering good design, instead think out of the box, creating something that is immersive and appealing to the customer, connecting with them on a deeper level.


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3. Selecting Plugins for CMS

To enable interactivity, one must have the right tools for the job. And often, when constructing the CMS web development of an eCommerce site, some plugins are necessary to achieve more powerful results. Enlisting the help of an intuitive and experienced team of technologists is important at this stage to understand the benefits that various plugins can provide for your site. Plugins can add a variety of functionalities to a website from better marketing of your brand to valuable data and analytics tracking. Some of the most beneficial plugins include advanced applications such as:

  • Detailed Contact Forms;
  • Search Engine Optimization (SEO);
  • Statistics and Analytics;
  • Social Media Feeds;
  • Database Management;
  • Caching;
  • Advanced Galleries and Sliders;
  • Subscriber Fields;
  • Multilingual Functionalities;
  • Notifications and Auto-responders.

4. Generating Content

Once the site is developed and designed, it will be time to start generating content to keep your online store full of your most exciting new products and updates. Give each of your products a story, and incorporate a blog to increase engagement and connect with your target audience.

5. Attaining E-mail Subscribers

If the No. 1 priority of an eCommerce site is to generate sales, the No. 2 is attaining e-mail subscribers. Why? While shoppers might make a one-and-done purchase, those who subscribe have the potential of becoming return customers, and eventually loyal brand enthusiasts. This should be the goal for every shopper on site, and for those who are interested, it should be most easy and obvious to them on how they can join your loyal crew. Make the subscription form easy to find, and consider offering incentives for shoppers to include their e-mail address on your mailing list.


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6. Providing Search Options

Part of the UX experience is providing search options — this is important because it provides shoppers with easy access to your entire product line from any page. This should be included in the header area of an eCommerce site near the navigation, so those not finding the results they’re looking for can easily search to see if you offer the solution.

7. Incorporating Social Media

Social media is the personal voice of your brand, and an essential piece of eCommerce success. Keeping social media links in the header and/or footer of your site is a good principal to follow for maximum growth opportunities to all of your platforms. Product pages can also be integrated with social media links, encouraging shoppers to share their findings with friends that may also be interested in what you’re offering.


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8. Promoting your Site

Once a site is live, it will be important to promote that site will a digital marketing strategy to help drive organic and paid traffic. In the endless sea of eCommerce sites across the Web – SEO and SEM may be your site’s only hope at reaching the eyes of your target audience. Sixty percent of all organic clicks go to the top three search results. Do your research and opt for a plan that incorporates a full lifecycle of SEO and SEM solutions to establish your brand as an authority in your industry.

9. Telling your Story

Storytelling has been the pop word for content generation, and for a good reason. Consumers have drastically evolved – and they no longer look at purchases just for what they are. The market is flooded with products and services readily available through eCommerce. Now, the consumer cares about the story which is being told by the product and brand. Consider including where your products originate from, the inspiration behind the designs, and tell it in a way that resonates with the consumer — in a way that is deeply entangled with their own lifestyle.

10. Maintaining your Brand Identity

With so many pieces coming into play, it can be easy to loose sight of the most important factor of your eCommerce site – and that’s who you are. While incorporating the industry’s latest trends, CMS development that wows, and storytelling that draws people in – be sure you’re staying true to your brand identity to create a strong, powerful eCommerce site that not only sells, but creates loyal brand customers that will keep coming back for the ultimate eCommerce success.

About the author


Kristina Petrick

Kristina Petrick is a creative storyteller and content creator for, a leader in digital marketing, enterprise web development and design. Working with an exciting team of innovative technologists and creative designers, her experience has grown across multiple industries for some of the world’s most distinguished brands and businesses.

1 Comment

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  • I found these 10 principles to be extremely helpful. In my personal experiences with eCommerce, I can attest to the usefulness of email subscriptions. Subscribers serve as a continual asset in that they create an automatic audience for any digital marketing campaign. This goes hand-in-hand with social media usage. Social media opens the doors to a key group of consumers who, to some extent, have already shown an interest in the product simply by following/subscribing. Thanks for posting, Kristina.

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