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eCommerce Marketing: How to Build and Execute a Successful Plan

Image courtesy of Carlos Muza on Unsplash

Are you asking yourself “What is eCommerce marketing”?

We’ve got the answer. eCommerce is a business process by creating and creating awareness of product offerings and brands of online stores. The same traditional business strategy can be applied to eCommerce in the digital realm, as it allows businesses to take advantage of those who are in the mood to buy.

The online market is a very active place and its popularity is growing all the time. eCommerce marketing is a good way for stores and organisations to take advantage of this growing power, by creating advertising that directs consumers to eCommerce websites. eCommerce professionals can use digital content, social media platforms, search engines, email campaigns, or a saas link building agency to attract visitors and promote online shopping.

Online stores should use all the above digital channels to advertise all their products and promote their business. Crossing over to different platforms will open consumers up to a whole new world of shopping opportunities and help them get to know your brand better now. Overall, eCommerce website marketing is often seen as a win-win situation.

How Do You Develop an eCommerce Marketing Plan?

An eCommerce marketing strategy involves planning how you want to drive traffic to your website and convert it from users to potential customers.

This plan outlines exactly how the business plans to use eCommerce channels to attract, convert, and retain customers. With integrated strategies aligned with the business vision and aligned with the omnichannel approach, businesses can expect to see results quickly.

Your five-step eCommerce marketing plan should cover:

  1. Strategy: Create digital marketing strategies, messages, and goals
  2. Scope: grow your online audience, position and competitive landscape analysis, target audience, budget, and goals
  3. Act: Promote brand and future relationships, media, and channels
  4. Conversion: Increase online and offline sales through optimisation, KPIs and success metrics
  5. Connect: Give customers confidence and support

Executing an eCommerce Marketing Plan

At this point, you will have a clear understanding of the subtle nuances that define your business as well as the most effective eCommerce marketing strategies you should be considering. If you are a small business or even an online marketer, that’s when you start laying the foundations for your future growth, if you’re committed, that’s how you’re going to increase your progress:

Determine Marketing Strategies

What are the strategies of eCommerce? This is where the universal answer ends, you need to be able to. The number of ways you can market your business is endless.

Access Reporting Technology and Software

Before starting a serious marketing campaign, you should be able to answer the following questions:

  1. Is the technology I currently use to monitor the effectiveness of my marketing efforts adequate?
  2. Can it be used to determine whether the KPIs I want to improve are improving or not?
  3. Will this help our team accurately determine the ROI of our actions?

In your lead generation and sales funnel strategy, there should be a floor plan designed to get customers across the finish line. First, come up with these campaigns to boost sales and build real firepower.

Ultimately, conversion rates are some of the most valuable statistics for eCommerce businesses, and understanding them is critical to your business’s long-term success.

Test the Water

Set aside a portion of your eCommerce marketing budget to test new features. After all, you won’t know what works and what doesn’t until you try.

Depending on your budget, a simple test run with a small market can give you the ammunition you need to support a budget increase, support your previous recommendations, and/or open the door to new opportunities.

Improve and Expand Your eCommerce Marketing Strategy

Once you’ve found the right light, you’re ready to refine and expand your eCommerce marketing strategy. By now, you’ll have a better understanding of what’s working, what needs improvement, and what opportunities exist. So, improve your original plan by increasing your income and increasing your capacity. Here. is where you can get even more creative.

Some strategies to consider are:

  • Partnerships: Partnerships have found success through partnerships. You can combine content that exposes both brands to each mailing list or put together a holiday gift package that spans multiple brands. When a brand is organised, both brands benefit.
  • Increase Average Order Value (AOV): Once you’ve got consistent sales, it’s time to increase your order value. Offer your discount code first to trigger bulk purchases or offer fast shipping on orders 50% off your current AOV. Referrals: Offer current and loyal customers the opportunity to refer a friend and earn rewards. If your customer experience is good, your customers can become an army of brand advocates.

eCommerce Marketing Strategies That Really Work

Competing for customers’ attention is not something to be taken lightly and selling your product is more important than ever.

Fortunately, online stores have many ways to attract customers and increase their chances of clicking through. Each of them has its advantages and disadvantages, and the loss of one is the wealth of the other. Let’s take a look at a few eCommerce marketing strategy examples.

Content Marketing

Despite what many people think, content marketing is not about selling your product, brand, or business. This is your customer.

The main point of this strategy (especially if we are talking about social media) is to create content that appeals to your customers – something they like, which should only have an indirect connection with your product. As long as you create quality content that provides real value, they will see you as both a reliable and relevant source of information.

Email Marketing

Who reads their emails these days? It’s like an ancient form of communication.

You may be surprised to learn that the answer is: a lot of people. That number is expected to reach 4.3 billion users by 2022.

With your large email list, it will be easier for you to reach people who are interested in your products and convert them into repeat customers.

Website Optimisation

The main idea is to find a way to ensure that people who land on your website also take action. It could be that they buy your product, sign up for your newsletter, or request a comment.

In the same way, this packaging can increase sales, like a well-built website. There is no point in getting people to your online store if nothing happens as a result.

Social Media Marketing

You saw this one coming, right? Well, you must be on the ball if you do.

Click-through rates for eCommerce-specific Facebook ads have increased from 1% to 3% over the past two years. This is a great number to read for your online store that targets prospective buyers.

Nowadays, you can advertise on a long list of social media platforms like Instagram, Twitter and Pinterest. Each eCommerce marketing platform has its advantages and it is important to spend time planning your goals to choose the right way.

Influencer Marketing

The word “influencer” is not very popular these days. Technically, anyone who has an Instagram account with a good number of followers is already an influencer.

The point here is that consumers are 30% more likely to buy a product that is endorsed by a non-famous producer. And now is the perfect time to think about influencer marketing for your Christmas campaign, with the holiday season just around the corner. This could be posting pictures of your products on Instagram or adding yourself to their YouTube videos.


There is no doubt that a good marketing strategy can help to reach potential customers, improve customer satisfaction, improve the average cost structure and increase sales. These are all things you need to improve. By following the eCommerce marketing tips above, you can create a successful store that creates a great experience for customers and is profitable and rewarding for you.

About the author


Sabrina Sedicot

Sabrina Sedicot is an experienced marketer and works for Appnova, Shopify agency London who have team of creative experts, including web designers and experienced website developers. She works on projects across UX/ UI design, Luxury eCommerce, creative and brand designing Content Production. she is experienced and covers everything from user experience to mobile app design.