What is E-commerce Marketing? | Best Platforms and Practices

HomeE-CommerceWhat is E-commerce Marketing? | Best Platforms and Practices


Key Takeaways

Marketing software is a top priority for software buyers in 2024, with 28% focusing on this area, indicating a strong demand for martech solutions.

The main challenges for marketers are finding new customers (35%) and upskilling employees (32%), highlighting the importance of effective customer acquisition strategies and employee training.

A significant 61% of marketers regret some software purchases due to unexpected costs and compatibility issues, suggesting the need for clearer expectations and compatibility assessments before purchase​.

Consumers increasingly prefer brands that align with their values, emphasizing the importance of authenticity, social responsibility, and sustainable practices in marketing strategies. This shift is driving marketers to focus on storytelling and user-generated content to build authentic connections with their audience​.

Keeping up with the digital age can be a challenge for any business. However, marketing in an e-commerce setting presents its own unique set of challenges and opportunities. If you do not know where to begin, you’re not alone. Many small businesses struggle with how to market their products online. Fortunately, e-commerce is one of the fastest-growing fields in marketing. This fantastic guide will walk you through the ins and outs of e-commerce marketing. We’ll introduce the most effective principles and ideas to equip you with all the tools to market your online business successfully.

What is e-commerce marketing?

E-commerce marketing is the process used to generate sales and leads with various forms of marketing for an online store. It’s often used interchangeably with online marketing since most marketing campaigns for online stores take place online. In addition, e-commerce marketing is associated with online advertising platforms like social media marketing, paid search, and email marketing. 

What are the best platforms for e-commerce marketing? 

We have a list of the most popular platforms for e-commerce marketing campaigns. While this list isn’t exhaustive, it does represent some of the best options for any business. 

1. Search Engine Marketing (SEM)

Search Engine Marketing is one of the most popular and efficient marketing strategies. It covers a broad range of activities aimed at increasing traffic to your website through organic and paid search results. Targeting the right keywords will help your products and brand gain visibility in the Search Engine Result Pages (SERPs) and generate leads for your business. E-commerce SEO includes:

  • Optimising your website for search engines.
  • Building links to your website.
  • Focusing on branding to help customers discover your website. 

2. Social Media Marketing (SMM)

Social media is undeniably the most used, indisputably brilliant, and highly engaging way to connect with your customers. It’s also a great way to grow your e-commerce business. You can use many social media platforms for your business, but the best ones for e-commerce are Facebook, Instagram, and Pinterest. 

  • Pinterest: Pinterest is one of the best platforms to promote your products. It’s a visual platform that is perfect for showcasing your products. The easiest way to go about this is to set up a “board” for each product. Use an attractive image and descriptive text to explain about the product and how it can be used. You can also include links to your e-commerce store so that it’s easy for customers to purchase the product. 
  • Instagram: Instagram is another great visual platform that you can use to promote your products. You can create many posts, but rich images or crisp videos with catchy captions are the best.
  • Facebook: Facebook isn’t necessarily a visual platform, but it’s still a great place to promote your products. Be sure to create a business page and optimise it for e-commerce marketing. Set up a “shop” section where customers can easily view your products. You can also run Facebook ads to drive traffic to your e-commerce store. 

3. Email Marketing

Marketing through email is one of the most convenient ways to build an effective long-term relationship with your customers. It’s also great to promote your e-commerce store by offering helpful content, like articles, tips, and tutorials. In addition, you can create marketing emails, notification emails, and customer service emails. It also allows you to collect customer data and send product recommendations.

4. Collaboration

Collaborating with influencers or businesses that fall into the same category as your business allows you to broaden your audience quickly. It could be in the form of reviews in the case of influencers or product collaboration when partnering with a similar business. The latest example of this could be when two different genres of fashion– H&M and Sabyasachi came together to make a product line that catered to both their audiences. Thus, reaching out to people beyond their existing circle.

5. Word-of-Mouth Marketing

Word of mouth spreads faster than probably anything else under the sun. People believe in experiences, and fall for recommendations from a trusted source, and popularity is directly proportional to success. So when you can get people to talk about your product, you’ve mastered the art of marketing. As powerful as it sounds, it requires equal amounts of fuel. From seamless UI, convincing storytelling, and phenomenal customer service to delivering a quality product, every bit counts. Some tricks you can use to give your customers a warm welcome include offering discounts on first purchases, referral rewards, and free shipping.

6. Public Relations 

If your business has a story that is exciting, heartwarming, and unique, you might as well sell it. Reach out to media networks that have large audiences and will be willing to cover your business story. This way, you are building public relations, and marketing such as this fetches tremendous results.

What are the best practices for e-commerce marketing?

1. Find your voice

Branding is crucial irrespective of your business category. It’s how you engage your customers and build a loyal following. With e-commerce, branding becomes even more critical and essential. It’s how you connect with potential customers. It’s how you position yourself as a brand. It’s how you differentiate yourself from the competition. 

2. Build a strong foundation

No matter how unique your marketing campaigns are, they won’t be as effective unless your website is optimised for e-commerce. This means that your site must be mobile-friendly and load quickly. It must have an easy-to-navigate user interface with high-quality content. It should also be easy to find. Finally, it would be best to have an SEO strategy to make this happen. 

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3. Be transparent

Another great practice is to be transparent with your customers. This implies being honest about your products and providing helpful information. It can include details about product features, usage instructions, information on materials being used, etc. 

4. Stay consistent

Finally, it’s crucial to stay consistent with your e-commerce marketing strategy. If you want to see results, you need to be persistent. Make sure to schedule your posts, and don’t forget to track your progress.

Top Strategies to Master E-commerce Marketing

1. Research your competitors

Knowing your market and customers is essential in any successful marketing campaign. Take time to research similar brands in your space and ask yourself:

  • What do their marketing strategies look like? 
  • What do their websites look like? 
  • What are the commonalities? 
  • And finally, what can you learn from your competitors that can apply to your business?

2. Identify your ideal customer

You can’t create engaging marketing strategies if you don’t know your target customer. Developing a persona for your ideal customer will help you make better, more relevant marketing content to engage your audience. 

3. Create a marketing plan

A marketing plan is one of the most effective ways to manage your e-commerce marketing efforts. It’s a document that outlines your marketing efforts, including the objectives, the target audience, the budget, and the timeline. This will help you to organise your efforts and determine which channels will be most effective for your business.

4. Offer free shipping

One way to encourage customers to purchase your products is to offer free shipping. This can be a big selling point for your business and will help you build customer loyalty. Just make sure that you’re covering the cost of this through your marketing spend.

5. Use high-quality images

The images you use to showcase your products are extremely important. High-quality photos can help to draw the attention of potential customers.

6. Organise your content

One mistake many e-commerce stores make is publishing content that isn’t very well organised. Make sure to use a Content Management System (CMS) to make your content easy to navigate and find.

7. Create content that engages your audience

Once you’ve selected the proper marketing channels, your next step is to create engaging and relevant content. It will help you build a relationship with your audience and encourage them to purchase your products.

8. Start small, but start now

It’s common to feel like you need a huge budget and team to engage in e-commerce marketing. The truth is, you don’t. So start now with what you’ve got. Experiment with different channels to find out what works best for your business.

Organic Marketing Tactics for E-Commerce

1. Guest Posting

Guest posting is an excellent way to build relationships with other websites. This technique is highly employed today to get your name out there and build credibility for your e-commerce store. 

2. Utilise social media

Social media is a wonderful way to engage your audience and promote your e-commerce store. Make sure to post regularly, respond to comments, and use hashtags to grow your following.

3. Host giveaways and events

Another valuable way to generate traffic and links is through hosting giveaways and events. These are effective ways to get your brand and website noticed by large groups of people. It also opens up an opportunity to strike a chord with your customers. They will be more likely to check out your site and purchase your products when they feel like they know you.


The e-commerce landscape is constantly changing. Keeping up with the latest marketing trends is essential to stay one step ahead of the competition. Marketing is a crucial element for any successful business. It’s also something that must be revisited and adjusted over time to stay relevant and practical. As the way people shop and consume changes, so must your marketing strategy. E-commerce marketing is an ever-evolving field. It requires a unique approach from other types of marketing campaigns. 

As online shopping becomes more popular, businesses must adapt to the ever-changing digital landscape. It’s in the hands of the marketing team to stay updated with the latest changes and trends in order to adopt best practices to ensure their campaigns are effective. We hope this guide helped you get ready to jump into e-commerce marketing.


Q. What is e-commerce marketing?

E-commerce marketing refers to the process of promoting and selling products or services through online channels. E-commerce marketing typically includes strategies such as search engine optimisation (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing.

Q. What are some best platforms for e-commerce marketing?

Some best platforms for e-commerce marketing include social media platforms such as Facebook, Instagram, and Twitter, search engines such as Google and Bing, e-commerce marketplaces such as Amazon and eBay, and email marketing platforms such as Mailchimp and Constant Contact.

Q. What are some best practices for e-commerce marketing?

Some best practices for e-commerce marketing include optimizing product pages for SEO, using high-quality images and videos, providing detailed product descriptions and reviews, offering discounts and promotions, engaging with customers on social media, personalizing email marketing campaigns, and monitoring and analyzing data and metrics to inform future marketing efforts.

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