What is Ecommerce Marketing? A Beginner’s Guide

Starting an online business is an exciting journey, but it often comes with a variety of challenges and questions. One of the most important things to understand from the get-go is, What is ecommerce marketing?

You’ve probably shopped online before, so ecommerce is not a new concept. However, when it comes to running an ecommerce store, things get a bit more complex. Understanding ecommerce marketing is key to turning your online shop into a successful business.

So, what is ecommerce marketing?

In this beginner’s guide, we’ll cover everything you need to know about ecommerce marketing.

We’ll dive into the different types of ecommerce marketing strategies and show you how to effectively grow your online presence to drive more sales.

By the end of this guide, you’ll know the answer to the question ” What is ecommerce marketing?” and the foundational knowledge to drive traffic and increase sales for your online business across various ecommerce platforms.

Let’s get started.

What is Ecommerce marketing?

Let’s begin by answering the key question: what is ecommerce marketing?

Ecommerce marketing is the strategy of promoting online stores to drive sales. It uses digital channels like social media, email, and search engines. The goal is to attract customers, build trust, and boost conversions.

Without a solid ecommerce marketing strategy, even the best products can go unnoticed in the competitive online marketplace.

Ecommerce marketing is important for the following reasons:

Increases visibility: Ecommerce marketing is crucial because it increases your brand's visibility, helping you reach a broader audience and attract more potential customers.

Boosts conversions: Ecommerce marketing is all about converting website visitors into buyers, even when they didn't plan to purchase. Tactics like email campaigns and retargeting ads can convince customers to complete purchases.

Good for customer loyalty: When you consistently deliver effective ecommerce marketing, customers will develop trust and return for future purchases. Strategies like exclusive discounts and loyalty programs encourage customers to make repeat purchases.

Keeps you competitive: With so many ecommerce stores available, customers have multiple options to choose from. Ecommerce marketing helps you stay competitive by ensuring your brand remains visible and attracts customer attention.

Ecommerce Marketing Strategies for Businesses

Now you know what is ecommerce marketing, let’s explore the different types of ecommerce marketing strategies that online businesses use all the time to make sales.

Here are the top 10 ecommerce marketing strategies:

1. Content Marketing

Content marketing is about providing valuable and engaging content to attract and retain customers organically. By offering useful information via blog posts or video content, ecommerce businesses can create a connection with their audience.

For example, Amazon has a blog section displaying news articles, guides, and information on product launches.

Image via Amazon

Ecommerce websites can make use of content marketing in the following ways:

Blogging for SEO: Write blog posts on topics that resonate with your customers and address their needs. Find and use keywords that align with what they’re searching for. For example, a store selling kitchenware could write about “Best pans for baking.”

Social media posts: You can share engaging ecommerce marketing content on platforms like TikTok or Instagram by posting high-quality photos, reels, and stories. Tag your products in these posts to make it seamless for users to shop directly from your content.

Product guides and tutorials: This is very effective for platforms like YouTube. Using video editing tools, you can create detailed guides or how-to videos that demonstrate the practical use of your products to encourage people to make a purchase.

Email newsletters: Sending regular emails with information featuring updates on new products, special offers, or discounts will drive engagement for your ecommerce business.

2. Email Marketing

Email marketing is a key strategy that can’t be overlooked when discussing what is ecommerce marketing. Email marketing involves sending targeted messages to potential or existing customers to promote products, share discounts, or stay connected. Email marketing is essential for building relationships with your audience and encouraging repeat purchases.

What makes email marketing an effective ecommerce marketing strategy is the number of people you can reach directly. There are 4.6 billion active email users worldwide as of 2025. Leveraging an email marketing tool to connect with even a tiny fraction of this audience can transform your online store.

Image via Statista

Here’s how you can use email marketing for your ecommerce business:

Welcome emails: Sending a warm greeting to your customers goes a long way in making them feel seen and appreciated. First impressions matter, so introduce your brand in a way that leaves a positive, lasting impact.

Abandoned cart reminders: Send an email follow-up when someone leaves items in their cart. Remind them to complete their purchase if they got sidetracked by something else and forgot to check out.

Promotions and discounts: Share exclusive deals with your repeat customers because emails are hard to ignore. You can use eye-catching subject lines like “50% Off This Friday” to grab their attention and create urgency.

3. Social Media Marketing

Over $230 billion has been spent on social media ads in 2024 alone. This figure is expected to cross over $340 billion by 2029. No one would invest this much in ecommerce marketing if it didn’t deliver real results.

Image via Statista

To get the most out of your social media marketing, here’s what you can do:

Product showcases: Sharing high-quality images of your products or visually appealing graphics can boost visibility. Add captions that highlight benefits to entice people into opening your website.

User-Generated Content (UGC): Encourage customers to share photos of your products. Repost these on your account. It builds trust and shows real people love your items.

Engagements: Start conversations on social media and respond to comments and messages as quickly as possible. People love businesses that engage with them directly.

4. Search Engine Optimization

If you're exploring what is ecommerce marketing and looking for an effective way to attract buyers organically, search engine optimization (SEO) should be a top priority.

Ecommerce SEO involves optimizing your website to rank higher in search engines so your store appears when potential customers search for your products. It focuses on short-tail and long-tail keywords, user experience, and fast-loading pages.

One major hurdle in ecommerce marketing is managing bounce rates. A 2024 study by Doofinder shows that the health and beauty segments of ecommerce experience the highest bounce rates at 51.60%.

Image via Doofinder

So what is email marketing, and how does SEO play a role in enhancing its impact?

Boost traffic: People tend to trust what appears on the first page of Google anytime they search for something. You can use SEO to optimize your content and ensure you rank high to attract more visitors.

Reduced advertising cost: Organic ecommerce marketing tactics, such as native advertising, may take more time to yield results but are significantly more cost-effective than paid ads. SEO can help drive traffic to your website, reducing your overall advertising expenses.

Is good for trust: Websites that rank high are seen as trustworthy. A fast, secure, and mobile-friendly website boosts customer confidence and is vital for ecommerce marketing.

5. Mobile Marketing

As of 2024, around 4.88 billion people, which is roughly 60% of the world's population, use smartphones. This number is expected to surpass 6 billion by 2029.

Ignoring mobile marketing when discussing what is ecommerce marketing is a recipe for failure because many people access the internet through their mobile devices.

Image via Priori Data

Mobile marketing focuses on reaching customers through their mobile devices. It’s about using smartphones and tablets to connect with shoppers. With more people spending time on mobile devices, businesses have to adapt.

Here’s how businesses can use mobile marketing effectively:

Optimize your online store for mobile: You need to make your website mobile-friendly by using large fonts and clickable CTAs. Additionally, focus on fast loading times to provide a seamless shopping experience for mobile users.

Launch a mobile app: A mobile app can significantly enhance your ecommerce marketing efforts. It provides a smoother shopping experience by allowing users to easily save their favorite items, track orders, and receive personalized notifications.

Use SMS marketing: SMS marketing allows you to send targeted promotional messages directly to customers' phones, ensuring immediate visibility. You can drive higher engagement and conversions by keeping your messages short, relevant, and time-sensitive.

6. Pay-per-Click Advertising

Pay-per-Click (PPC) advertising is a paid online marketing strategy where businesses pay a fee each time someone clicks on their ad.

PPC helps drive traffic to online stores quickly. Some platforms, such as Google Ads and social media channels, are popular for PPC campaigns.

PPC ads usually target potential customers searching for specific products or services. So, businesses bid on keywords relevant to their products. When users click on the ad, the business pays a small fee. The ultimate goal is to increase ecommerce sales.

Some benefits PPC ads bring to ecommerce businesses include the following:

Increased visibility: PPC ads give your brand more exposure online. They ensure your store appears above organic search results, especially for new businesses.

Targeted audience: PPC ads use precise targeting with specific keywords. They focus on interests, age, and location so your ads reach the right people.

Measurable: PPC ads are measurable, which is good for ecommerce marketing. You can track clicks, conversions, and return on investment (ROI) to know whether your marketing strategies are delivering the desired results

7. Influencer Marketing

As of 2024, influencer marketing has a $24 billion market size. This has been increasing steadily over the last decade, as illustrated below.

Image via Influencer Marketing Hub

Social media influencers have loyal followers who trust their products and content recommendations.

There are various types of influencers, each with a unique audience. Regardless of the type, they handle much of the legwork, providing access to audiences you wouldn't otherwise reach.

What is ecommerce marketing, and how do influencers play a role?

Influencers share authentic reviews and showcase products to their followers. This not only sparks interest but also fosters trust and boosts sales.

You can leverage influencer marketing in the following ways.

Boosting sales: Influencers can recommend your products directly to their followers. These followers often trust their advice and make purchases.

Increase visibility: Influencers post content that reaches thousands or millions of users. Working with influencers can help build brand awareness and exposure.

Good for brand credibility: When influencers endorse your products, it builds credibility. Their followers see their approval as a stamp of trust. For smaller ecommerce businesses, this trust can help you stand out.

Engage new audiences: Influencers specialize in connecting with specific groups. They target niches like fitness, fashion, or tech. Partnering with the right influencers introduces your brand to the right audience.

8. Omnichannel Marketing

Sometimes, you need to create seamless customer experiences across different channels for your ecommerce business. This is called omnichannel marketing. It allows your customers to interact with your business on multiple channels without disruption.

For the best ecommerce marketing results, consider the following omnichannel marketing tips:

Social media platform integration: Customers can shop directly through Instagram and TikTok. These social networks now offer features like shoppable posts and in-app checkouts.

Unified customer service: You can connect your customer service channels like chatbots, social media, and email support. If a customer asks a question on Instagram and follows up via email, they shouldn’t have to repeat themselves.

Consistent branding on all platforms: Omnichannel marketing ensures your branding is the same everywhere customers interact with you. Consistent branding boosts revenue and is the first step towards nurturing loyal customers.

9. Affiliate Marketing

Ecommerce businesses, including Amazon, use affiliate marketing to drive sales. Affiliate marketing involves partnering with individuals or websites to promote products in exchange for commissions.

For the best ecommerce marketing results, consider the following tips:

Use niche affiliates: You need to focus on affiliates with followers in your target market. Niche affiliates connect your products with the right audience. For example, a fitness blogger can promote gym equipment to their readers. This approach increases conversions by reaching people interested in your products.

Pay competitive commission rates: Good commission rates will motivate your affiliate partners to work extra for your products. This is because affiliates prioritize programs that pay them better.

Track performance: Affiliate marketing strategies need tracking and optimization every step. Use tracking tools to monitor affiliate-driven online sales and clicks to identify top-performing affiliates.

Step-By-Step Guide to Building an Ecommerce Marketing Strategy

Having discussed what is ecommerce marketing and the strategies needed, let’s now look at the steps you need to take to execute those strategies.

Keep in mind, these steps are flexible and can be adjusted to suit your unique ecommerce marketing needs.

Step 1: Define Your Target Audience

Defining your target audience is essential for ecommerce marketing success. It helps you focus your marketing efforts on the people most likely to buy your products.

Without a clear understanding of your target audience, your marketing efforts will be unfocused and less likely to drive results.

Here are some methods you can use to define your target audience.

Use demographic data: Look at age, gender, income, and location. This helps narrow down who is most likely to buy from you.

Create buyer personas: Imagine your ideal customers. Think about their interests, habits, and what they need. This makes it easier to connect with them.

Analyze your competitors: Check who your competitors are targeting. This gives you an idea of what might work for you too.

Use analytics tools: Social media analytics and insights can show who’s already visiting your site. This is a great way to refine your audience.

Survey your customers: Ask your current customers about their preferences and habits. Use this feedback to adjust your strategy.

Step 2: Set Your Ecommerce Goals

The second step involves setting your ecommerce marketing goals.

What is ecommerce marketing if you don’t set definite goals to give your business a clear direction. Goals help you stay focused and measure your success.

Without clear ecommerce marketing goals, it’s hard to know if the efforts produce the desired results. Here are some ways to set your ecommerce marketing goals:

Use the SMART framework: Set goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. This makes your goals clear and less intimidating.

Align with business objectives: Ensure your ecommerce marketing goals match your overall business goals. For example, if you want to increase sales, your marketing goal might be to boost online visibility.

Focus on key metrics: Choose ecommerce marketing metrics like sales, website traffic, or customer retention. This will help you track your progress. There are multiple tracking tools you can use for this.

Break down big goals: If your ecommerce marketing goal is large, break it into smaller tasks to make it more manageable.

Set realistic timelines: Decide when you want to achieve your ecommerce marketing goals. Having a deadline creates urgency and helps you stay on track.

Step 3: Optimize Your Ecommerce Website

Web optimization is a fundamental part of successful ecommerce marketing. Without it, your efforts are unlikely to deliver results.

A well-optimized site makes it easier for customers to shop. It also boosts your rankings on search engines, helping you get more traffic. Customers may leave without buying if your website isn’t user-friendly..

To best achieve your ecommerce marketing goals through web optimization, try these tips:

Improve website speed: Slow-loading websites can frustrate visitors and drive them away. A faster site keeps users engaged longer, which is crucial for effective ecommerce marketing.

SEO optimization: Find relevant keywords in product descriptions and titles. This helps search engines find your products.

Mobile optimization: Make sure your site looks great on mobile devices. Many people shop on their phones.

User-friendly navigation: Organize your site so visitors can easily find products. Clear categories and filters are helpful.

High-quality product images: Use clear, high-quality images that show your products from different angles. This is an ecommerce marketing tactic that builds trust.

Easy checkout process: Make it simple for customers to purchase. A complicated checkout can cause cart abandonment.

Step 4: Create a Strong Brand Identity

Creating a strong brand identity is essential for your ecommerce marketing strategy. You need to sear your brand into the subconscious minds of your customers to the point they consider you a basic need.

What is ecommerce marketing if you don’t have a strong brand identity? A well-established brand identity helps convey your business values and mission. It sets the tone for all your ecommerce marketing efforts.

For the best ecommerce marketing results, here are things you can try.

Design a unique logo: Your logo should be simple, memorable, and represent your business well. Think of how the Amazon or eBay logos are so iconic that you can easily recognize them.

Use consistent colors and fonts: Pick colors and fonts that reflect your brand’s personality. Use them across all platforms for uniformity purposes to avoid confusing clients.

Tell your brand story: Share why your business exists and what makes it special. Customers love a good backstory; the more relatable you make, the better for your brand.

Step 5: Analyze Competitors

If you can’t beat them, don’t join them; keep looking for ways to beat them.

Analyzing your competitors is key to staying competitive in ecommerce. By understanding what your competitors are doing, you can identify the gaps they’re not utilizing.

Furthermore, you can learn what works and what doesn’t. This valuable data helps you avoid ecommerce mistakes.

Here’s how you can outperform the competition:

Study their website: Look at their site design, product offerings, and user experience. Run tests using tools like GMetrix to see the exact things they’re doing so you can replicate the good ones.

Monitor their pricing: Check how their prices compare to yours. This can help you adjust your pricing strategy to steal their customers with better discounts.

Follow their social media platforms: Pay attention to how they interact with customers and what content they post. Study the frequency of their posts to see how effective they are in terms of engagement.

Sign up for their emails: While this may sound a little like spying, it’s an effective way of knowing how they talk to their customers. Join their mailing list to see what kind of promotions and emails they send.

Step 6: Choose Marketing Channels

Using various ecommerce marketing channels can be beneficial for your efforts. However, there’s a risk of spreading yourself too thin, which can hinder your ability to achieve lasting impact.

For best results, you need to choose the right marketing channels.

Choosing the right channels is crucial to making your ecommerce marketing efforts focused and effective. Each platform has unique strengths, and understanding which aligns best with your business is essential. It streamlines your strategy and makes it easier to track results and adjust as needed.

To get this right, consider the following:

Know your audience: Choose channels where your target audience spends most of their time, like social media or email.

Test multiple channels: Start with a few and see which works best. Then, focus on the top performers.

Evaluate platform strengths: Consider whether you want to use social media, search engines, or email marketing.

Step 7: Implement Marketing Plan

What is ecommerce marketing without a plan? Without implementation, your plans remain just ideas. You can adjust and improve along the way when you follow your marketing plan.

You can implement your ecommerce marketing plan with these tips:

Create a content calendar: Plan your marketing content ahead of time. This keeps you organized and able to keep track of everything.

Use marketing tools: You need a combination of different ecommerce marketing tools like email platforms and tracking software. Automation has become necessary in marketing, and your ecommerce business can benefit from it.

Maintain consistency: Ecommerce marketing isn’t a one-time event. You need to maintain consistency by sticking to your plan and regularly engaging your audience.

Step 8: Monitor Performance and Continuously Improve

The final step is monitoring your performance and continuously improving it for ongoing success.

Without measuring your results, it’s hard to know what’s working and what isn’t. Tracking performance allows you to identify areas for improvement, maximize resources, and make data-driven decisions.

Some tips to help you navigate this final step include:

Analyze customer feedback: Use surveys and reviews to gain direct insight into customer experiences. The feedback can help you pinpoint areas for improvement.

Track crucial metrics: Focus on important data like website traffic, conversion rates, and customer engagement. These tell you how well your ecommerce marketing plan is performing.

Set new goals: As you monitor your performance, use the data to set new goals. For example, if sales conversion rates are low, you might focus on improving product pages or checkout processes.

Stay on top of trends: Ecommerce marketing evolves rapidly, and relying on outdated strategies can quickly leave you behind the competition. Follow industry news, attend webinars, and participate in forums to stay informed. Adapting to these trends helps you remain competitive and responsive to market demands.

FAQ

Q1. What is the meaning of ecommerce marketing?

A. Ecommerce marketing refers to promoting and selling products or services online. It involves various strategies to attract, engage, and convert potential customers. These strategies help drive traffic to an online store and encourage people to purchase.

Core examples of these strategies include SEO, email marketing, social media marketing, influencer marketing, paid ads, and more.

Q2. What is an example of ecommerce marketing?

A. An example of ecommerce marketing is a business creating an ad campaign for a product or a service. It uses appealing images and applies special discounts targeting customers who show interest.

When users click on the ad, they’re redirected to the store’s website to encourage them to purchase the product.

Q3. What is the easiest ecommerce site to use?

A. There are many reliable ecommerce sites you can use. One of the easiest ecommerce platforms to use is Shopify. It offers a simple, drag-and-drop interface. You can set up an online store in just a few hours. Shopify has built-in tools for inventory, payment processing, and shipping. No technical skills are required to start.

Other alternatives include Squarespace, Wix, BigCommerce, WooCommerce, and BigCartel.

Q4. How to start ecommerce marketing?

A. Starting an ecommerce business isn’t complicated. You begin by creating a website for your store on platforms like Shopify. Next, choose your target audience and identify who will be most interested in your products.

You then set up social media accounts, email marketing, and paid ads to drive traffic to your store. Finally, track your results.

Wrapping Up

That concludes our comprehensive guide on what is ecommerce marketing. While it takes effort to make it work, the strategies involved are similar to those in any other type of marketing.

With the right execution, you can turn your business into an ecommerce powerhouse.

Still have more ecommerce marketing questions? Explore our extensive ecommerce resources to find the answers you need. And if you’re ready to take your marketing to the next level, Attrock’s lead generation services can help you attract and convert more qualified leads, boosting your online sales and growing your brand.

Get in touch with us today to learn how we can support your ecommerce journey!