How to Build a Marketing Strategy for E-commerce Brands

E-commerce is more competitive than ever; global retail e-commerce sales are expected to exceed $6.3 trillion in 2024 (Statista). Yet many e-commerce businesses struggle to reach their target market, differentiate their product, or drive consistent revenue.

To stand out, you need more than just great products and a pretty site. You need a focused and repeatable digital marketing strategy that attracts potential customers and converts them into loyal ones.

Here’s what that looks like in action:

• Your product won’t sell itself
  There are millions of online stores. Without strategic email marketing, search engine optimization, and a social media marketing plan, even the best brands get buried.
  
  

• E-commerce marketing is a system, not a one-off
  Random blog posts and Instagram ads won’t move the needle. Innovative e-commerce marketing strategies create a connected customer journey across digital channels.
  
  

• Data, feedback, and iteration drive success
  Successful e-commerce businesses use customer reviews, conversion rates, and real-time feedback to improve marketing efforts and product quality constantly.
  
  

• Consistency builds trust, and trust drives growth
  From product descriptions to social proof, your digital presence should reinforce your value and credibility at every touchpoint.

Ready to create a strategy that fuels your growth? Let’s break it down.

Why E-commerce Marketing Needs Its Own Playbook

Marketing for e-commerce isn’t about growing what’s already working; it’s about finding what converts.

You don’t have the benefit of face-to-face sales, in-store experiences, or loyal customers lining up at your door. You have seconds to make an impression online. Every marketing effort must drive clicks, conversions, or customer lifetime value. That means tight feedback loops, smarter use of social media platforms, and a relentless focus on the customer experience.

Big brands can afford to coast. E-commerce brands need to hustle.

Here’s what makes e-commerce marketing different:

You’re selling through a screen
Your product descriptions, visuals, and reviews do the talking, so they need to be strong, clear, and persuasive.

Your audience is distracted
Your ideal customer is scrolling past competitors in every direction. You need a digital marketing strategy that stops the scroll.

You’re not just converting, you're re-converting
Repeat customers are where the profit lies. Loyalty programs, user-generated content, and email campaigns aren’t nice-to-haves; they’re essentials.

Data is your secret weapon
From Google Ads to customer feedback, your marketing efforts must be driven by what works, not what feels good.

Step 1: Know Your Target Market and Ideal Customer

You can’t sell to everyone. So don’t.

The foundation of any great e-commerce marketing strategy is understanding who you're selling to. You need to get specific, down to their shopping habits, motivations, and favorite social media channels.

Ask:

• Who are your ideal customers?

• What problems are they trying to solve?

• Where do they already shop online?

• What influences their purchasing decisions?

Build detailed customer personas using tools like Google Analytics, SparkToro, and Meta Audience Insights. These platforms give you insight into demographics, interests, search behavior, and even which influencers or blogs your target audience follows.

This step isn’t just about identifying your market, it’s about deeply understanding them so you can tailor every campaign, ad, and email to their needs.

Step 2: Choose the Right Marketing Channels for Your Product

Go where your customers already are, not where you wish they were.

Every product category performs differently across marketing channels. A skincare brand might thrive on TikTok or Instagram, while a home office equipment store might see better results from SEO and Google Ads.

Start by researching where your target customers spend time:

• Visual products? Focus on Instagram, Pinterest, and influencer marketing.

• High-consideration products? Look at Google Search Ads and comparison-based blog posts.

• Trend-driven products? Test TikTok ads or short-form video marketing.
  
  
  

If you're trying to build trust, prioritize email marketing, customer reviews, and user-generated content to create ongoing connections. Don’t forget to adjust your tone, format, and creative for each platform. What works on LinkedIn rarely works on Instagram.

Pro-Tip: Before you invest, test small. Run a $50 campaign on two different social media platforms and compare performance. Let the data tell you where your marketing efforts deserve more budget.

How to Choose the Right Marketing Channels for Your E-commerce Brand

Not all channels work for every business. The right choice depends on your product, audience, and budget.

Here’s how to break it down:

Start with your target customer.
Where do they spend time online? What influences their purchase decisions? Use insights from tools like SparkToro or Meta Audience Insights to find out.

Match the channel to the buying journey.

• Need-based purchases? Try Google Ads and SEO.

• Impulse buys or highly visual products? Focus on Instagram, TikTok, and influencer marketing.

• High-consideration products? Lean into email marketing, product reviews, and long-form content.

Don’t spread yourself too thin.
It’s better to own one or two channels than to show up weakly across ten. Master one, then expand.

Test and iterate.
Run small campaigns on two channels, compare performance, and double down where you see traction.

Step 3: Optimize Your Product Pages to Drive Conversion

Your product pages are your sales team. Treat them like it.

No matter how great your marketing campaigns are, they won’t matter if your product pages don’t convert. These pages should be built to educate, persuade, and reassure.

Here’s what every high-performing product page should include:

• Clear, benefit-driven product descriptions

• High-quality images and videos

• Visible product reviews and ratings (for social proof)

• Urgency or scarcity signals like “Only 3 left!” or “Ships today”

• Trust indicators like return policies, shipping info, and secure checkout badges

Use tools like Hotjar or Crazy Egg to see where users are dropping off or getting stuck. And don’t forget: your page should load fast and be optimized for mobile. More than 70% of e-commerce traffic comes from mobile devices.

Why A/B Testing Should Be Part of Your Product Page Strategy

Once your product pages are optimized, don’t stop there; test them. A/B testing lets you compare two versions of a page (or element) to see which one performs better. You might test different headlines, product images, call-to-action buttons, or even the placement of customer reviews.

The goal? Higher conversion rates and better customer experience, based on actual data, not guesses.

Tools like Optimizely let you run these tests without needing to code. They’ll track user behavior, collect performance data, and show you which version leads to more sales.

Start small. One change at a time. Let your customers show you what works.

Step 4: Build Trust with Social Proof and Customer Reviews

People don’t trust ads. They trust people.

Before making a purchase, most shoppers seek validation. That means scanning for product reviews, real customer photos, or recognizable names who’ve used the product.

Here’s how to build social proof into your digital marketing strategy:

• Encourage reviews after purchase with follow-up email campaigns

• Highlight customer testimonials on landing pages and social media posts

• Reshare user-generated content on your own channels

• Use review platforms like Yotpo or Trustpilot to collect and display reviews automatically

Social proof doesn’t just build credibility, it can directly impact your conversion rates. Even a single positive review can help sway a first-time visitor.

Pro-Tip: Turn your best reviews into ad copy. Pull direct quotes into your social media marketing, Google Ads, or email marketing. It's authentic, tested language straight from loyal customers.

Step 5: Fuel Growth with Email Marketing and Loyalty Programs

Keeping customers is cheaper than finding new ones. That’s why two of the highest-ROI tools for e-commerce businesses are:

1. Email Marketing
Your email list is one of your most powerful owned assets. Use it to send:

• Abandoned cart reminders

• Personalized product recommendations

• VIP early access and exclusive drops

The key is segmentation. Don’t send every message to everyone. Instead, build smarter flows using customer behavior and purchase history.

2. Loyalty Programs
A good loyalty program gives people a reason to come back. Whether it’s points, discounts, or members-only perks, repeat buyers should feel like insiders. Over time, this increases your customer lifetime value, and turns occasional shoppers into brand advocates.

Want to get started?

Here are 3 platforms perfect for e-commerce:

• Klaviyo – advanced segmentation and automation

• Mailchimp – great for beginners or small stores

• Smile.io – simple setup for loyalty and rewards
  
  
  

Step 6: Drive Discovery with Content and SEO

If they can’t find you, they can’t buy from you.

Search engine optimization (SEO) is still one of the most reliable ways to bring in high-intent traffic. Whether it’s blog posts answering common customer questions or optimized product descriptions that rank in search engines, content drives discoverability.

Start with what your customers are searching for.
Use tools like SEMrush or Ubersuggest to research keywords related to your products. Then create content that speaks directly to those needs, think how-to guides, comparison pages, or product roundups.

Make your product pages SEO-friendly.
Use target keywords naturally in titles, meta descriptions, headers, and alt text. Don’t forget to include customer reviews and user-generated content to boost engagement and time on page.

Blogging isn’t dead; it just needs a purpose.
Every blog post should serve your customer: helping them make decisions, solve a problem, or feel more confident in a purchase. And every post should include strong internal links to your product pages.

Where to Outsource Content for Your E-commerce Brand

If you're short on time or internal bandwidth, outsourcing content is a smart way to stay consistent without sacrificing quality. Here are a few trusted options to consider:

Freelancer Platforms

Great for one-off blog posts, product descriptions, or email campaigns.

• Averi – Utilize a creative OS with a trained marketing AI that can match you with its network of vetted experts across all marketing facets.

• Upwork – Find experienced freelancers with e-commerce, SEO, or copywriting expertise.

• Fiverr – Quick-turnaround options for everything from product copy to short-form video scripts.

• Contra – Ideal for finding freelance marketers, designers, and writers with portfolio-based pricing.
  
  

Content Agencies

Best for brands looking for a consistent partner and polished output.

• Verblio – Offers blog and SEO content with a quick, editorial-review process.

• ContentWriters – US-based writers, managed service, and industry-matched content.

• Codeless – Higher-end content agency focused on long-form, SEO-optimized writing.
  
  
  

AI-Powered Content Support

Good for drafting, brainstorming, or accelerating repetitive work.

• Averi – Specialized in digital marketing content and campaign copy for e-commerce brands.

• Jasper – Versatile AI writer with templates for emails, ads, and product descriptions.

• Copy.ai – Great for quick drafts, headlines, and short-form content needs.

Step 7: Boost Engagement with Influencer and Video Marketing

Turn real people into your best marketers

Q: Are influencers still worth it in 2025?
A: Absolutely. Especially for e-commerce brands. Micro and nano influencers (under 100K followers) drive authentic engagement, and their content often outperforms big-name endorsements.

Q: What kind of content should they make?
A: Focus on unboxings, product reviews, or behind-the-scenes stories. Anything that blends product quality with personality builds trust and social proof.

Q: Does video actually impact sales?
A: Yes. Shoppers who watch product videos are 1.8x more likely to purchase (HubSpot). Use short-form video for TikTok, Instagram Reels, or embed them on your product pages.

Q: What if I don’t have the budget for influencers?
A: Use customer content! Feature product demos or reviews submitted by real users. It’s video marketing, and it’s free.

Pro-Tip: Create a “Video Starter Kit” for creators and customers. Include suggested talking points, hashtags, and visuals. It makes their life easier, and your content better.

Where to Find Influencers That Match Your Brand

• Upfluence
  An all-in-one influencer marketing platform that lets you search by keyword, audience demographics, and engagement rate.

• Heepsy
  Great for discovering Instagram, TikTok, and YouTube influencers by niche, location, and follower count. They also show brand affinity and fake follower analysis.

• Influencity
  Advanced filtering and campaign management tools make it ideal for brands managing multiple influencer partnerships.

• Collabstr
  A marketplace where you can browse and book influencers by category (beauty, fashion, tech, etc.) with upfront pricing.

• Modash
  Perfect for DTC and e-commerce brands, lets you search millions of creators and see performance metrics before you ever reach out.

Step 8: Use AI to Scale Smarter, Faster, and More Effectively

Your secret weapon isn’t a bigger team; it’s better tools.

AI doesn’t replace creativity. It supercharges it. For e-commerce businesses juggling multiple digital marketing strategies, AI can reduce busywork, surface insights faster, and help you get more done with fewer resources.

Here’s how to bring AI into your e-commerce marketing:

• Content generation: Tools like Averi can help you brainstorm email campaigns, draft product descriptions, and repurpose blog content across social media channels.
  
  

• Personalization at scale: Use AI-driven tools like Dynamic Yield to serve custom experiences based on customer behavior.
  
  

• Customer feedback analysis: Platforms like Chattermill or MonkeyLearn can extract insights from product reviews, support tickets, and open-text responses, fast.

You don’t need to be a tech expert to use AI. You just need the right use case.

Common E-commerce Marketing Mistakes to Avoid

Even with the right tools and a smart strategy, it’s easy to slip into costly habits. Watch out for these five common traps:

Focusing on clicks, not conversions
All the traffic in the world won’t matter if your product pages aren’t built to convert. Every campaign should have a clear, measurable path to purchase.

Ignoring your product reviews
Reviews are more than feedback; they’re conversion fuel. If you’re not highlighting them across product pages and marketing campaigns, you’re leaving money on the table.

Jumping into too many channels at once
More channels ≠ more sales. Master one or two marketing channels before expanding. Otherwise, you’ll dilute your message and burn through your budget fast.

LINK: Choose the Right Marketing Channels

Treating every customer the same
Loyal customers and first-time buyers need different experiences. Utilize segmentation in your email campaigns and loyalty programs to tailor the customer's journey.

Letting your SEO go stale
Search engine optimization is not one-and-done. If you haven’t updated your product descriptions, blog posts, or metadata in months, your rankings are probably slipping.

How Averi Helps You Execute

A great strategy means nothing without execution. That’s where Averi comes in.

We combine AI tools with human support to help e-commerce brands turn plans into output, fast. From building marketing campaigns to generating content marketing and managing performance insights, Averi enables you to scale without the overhead. 

You don't need a bigger team to get results. You need the right experts, at the right time, with the right AI-powered systems to support them.

It’s like having an extra marketing team, without the extra headcount.

Frequently Asked Questions

What is e-commerce marketing?

E-commerce marketing refers to the strategies and tactics used to drive traffic to your online store, convert that traffic into paying customers, and retain them post-purchase through digital channels like email, social media, and SEO.

How do I find my ideal customer?

Use tools like Google Analytics, customer surveys, and social media platforms to identify patterns in demographics, behavior, and purchase history. This will help you better understand your target customers and tailor your messaging.

Which marketing channels should I focus on first?

Start with channels where your target market already spends time. For most e-commerce brands, that’s a mix of social media marketing (Instagram, TikTok), email marketing, and Google Ads.

How can I improve my conversion rates?

Focus on product quality, product reviews, social proof, and optimized checkout flows. Test everything, from your images to your call-to-action buttons, and iterate based on performance.

What’s the difference between a digital marketing strategy and a marketing campaign?

A digital marketing strategy is your long-term game plan across all marketing efforts. A marketing campaign is a time-bound, goal-specific push within that larger plan.

How important is search engine optimization for e-commerce businesses?

Very. SEO helps search engines find your products and content, driving long-term traffic and increasing visibility without ongoing ad spend.

Do I really need customer feedback?

Yes. Customer feedback helps improve product quality, identify friction points in the user experience, and refine your messaging. It’s one of the most underused tools in e-commerce marketing.

What kind of content should I create?

Focus on user-generated content, video marketing, blog posts, and email campaigns. Content should educate, convert, and build trust with potential customers and loyal customers.

Should I invest in influencer marketing?

If your product is visual and shareable, absolutely. Influencer marketing can be a powerful form of social proof, especially when you partner with creators who align with your brand.

When should I start using AI in my marketing?

Right now. Tools like Averi help with everything from writing email campaigns to generating product descriptions. They’re a smart way to scale your e-commerce marketing strategies without adding headcount.

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