Marketing for eCommerce Business – The Complete Guide

ecommerce marketing

eCommerce businesses are on the rise, meaning marketing strategies should also advance. Since eCommerce is about online business, marketing should also follow the same. However, digital eCommerce marketing is also effective in creating brand awareness.
Marketing for eCommerce business is crucial to attract and convert visitors into regular customers who pay. Any business depends on numbers for success, and marketing is the only approach to getting it. You, therefore, need an effective marketing strategy for an eCommerce business. This comprehensive guide introduces you to all you need to know about eCommerce marketing. You need it whether just starting, aiming to grow, or targeting to be the market leader.

What is eCommerce Marketing?

Marketing for an eCommerce business refers to methods and tactics used to promote online stores using various marketing channels. It aims at driving potential buyers to the eCommerce website and convert the traffic into sales.
eCommerce is a term that refers to an online platform that makes it possible to buy and sell products online. It also involves exchanging digital funds and data needed to complete business transactions. eCommerce can take the form of the following models:
B2C (Business-to-Consumer)
B2B (Business-to-Business)
C2C (Consumer-to-Consumer)
C2B (Consumer-to-Business)
B2A (Business-to-Administration)
C2A (Consumer-to-Administration)

Why is eCommerce Important?

There has been a growth in eCommerce in the recent past because of the benefits that come with it, including the following:

Remote access:

eCommerce removes the geographical barriers between the seller and buyer. It is dependent on how far the seller is willing to ship the products. Customers have unrestricted access to the products.

24/7 availability:

eCommerce businesses never close down. Customers can shop at any time of the day and night and have the products in their cart delivered to them.

Low operation costs:

Most eCommerce processes are automated, and you do not need a storefront to sell your products. You no longer have to worry about rental fees, and you can also rely on web-based operation management systems.

Customized marketing:

eCommerce marketing can be tailored to only the targets, thereby improving conversion rates.

Better customer experience:

Customers can shop in their comfort zones. There is no need to waste time locating the store and then walking on the aisles searching for the products.

Marketing Strategy for eCommerce Business

From Instagram to Google ads, eCommerce marketing can be a hard nut to crack, especially for the starters with no financial muscle to run the ads. The trick lies in the strategy identification and implementation to effectively attract and convert visitors into loyal customers.
There are different inbound marketing for eCommerce strategies, but not all will be appropriate for your business. So, the first step is to identify which strategy to use. We will discuss ways of eCommerce business marketing you can consider to grow your online presence and increase leads and sales.
The following are some of the low-cost eCommerce marketing strategies you can consider, whether you are just starting or aiming to be the market leader:

Optimize Site for SEO

Responsive, mobile-friendly, secure, and fast-loading sites are better ranked by search engines such as Google. That explains why you need a professional web designer and developer to work on your eCommerce store website.
The content should also be optimized with keywords to improve organic ranking. Perform keyword research based on the search intent to make the site and product pages more discoverable. On the same note, categorize the products for easy navigation. Visitors should find what they need when they need it without moving from one page to the next. Also, include product reviews on the product pages to win more trust from customers.

Consider Content Marketing

Content marketing refers to providing information to potential customers that they can relate to and connect it back to your eCommerce store. Blogging is the commonly used method, but you can also use lead magnets such as eBooks. You can save on eCommerce marketing if you do it yourself. Hiring a professional content marketer is an alternative if you do not have the required skills.

Social Media eCommerce Marketing

Social media marketing is another inbound marketing for eCommerce businesses. Facebook, Instagram, and Pinterest are the most rewarding platforms for eCommerce business marketing, but you can also try other methods. Marketing is done differently on various platforms. It is your assignment to know how to advertise on them, following the best practices for guaranteed success.

Leverage the Power of Influencers

Influencers on Tik Tok, Instagram, Facebook, or any other social media platform can help you create brand awareness and improve sales. But you should not rely on just one post by a chosen influencer as the only eCommerce marketing strategy and expect magic to happen. You might need to do it twice or more to fully convince your target audience that your products and/services are worth checking out.

Email Marketing

Email marketing is a marketing strategy for eCommerce businesses with proven efficacy. You can use it to deliver personalized product suggestions, new arrivals, recommendations, and propose discounts. Target your audience based on their purchase history and previous product searches on your eCommerce store. If possible, mention their names on the subject line to create the impression of customization. Lastly, do not clutter your target’s inbox with many emails because that can prompt them to unsubscribe from your mailing list.

Google Ads and PPC

Pay-per-click (PPC) is a more aggressive inbound marketing for eCommerce. It is a paid ad run by Google, where you pay when the targeted audience clicks on your advert. Payment for Google Ads is a bit different, where you pay per impression. Google ads are displayed at the top of the Search Engine page if the searched term matches your keyword on the ad. It is also effective in increasing brand awareness, increasing traffic, and improving sales.

Develop an App

Many large eCommerce businesses such as Amazon and Alibaba all have mobile applications. This is an effective eCommerce business marketing strategy, but it comes after publicizing your online store. You can push notifications for new offers, discounts, referral coupons, and other enticing promotions.


Marketing for eCommerce business is necessary to grow your online business. With the best approach, you can increase traffic, leads, email subscribers, and sales. Use the strategies suggested in this article to take your eCommerce marketing to another level. Ensure you choose the best approach and avoid anything that can bring a negative impression about your eCommerce business.