What Is Ecommerce Marketing?

Ecommerce marketing is the end-to-end process of generating traffic and sales in an online store. This includes all stages of the online customer journey, from awareness to conversion to retention and advocacy. This practice relies on ecommerce analytics and customer journey analytics to optimize all aspects of the digital consumer experience.

Ecommerce marketing strategies intersect with most other major forms of digital marketing, such as content marketing, email marketing, and social media marketing. Within a website or online store, specific tactics include product analysis and product segmentation, landing page optimization, product page copy editing, and automated email follow-ups when a customer leaves an abandoned shopping cart.

Ecommerce is a highly lucrative but hypercompetitive sector. Consumers have a dizzying array of options for finding the products and services they seek out online. Ecommerce marketing is minimum table stakes for attracting prospects to your online store or service, converting prospects into paying customers, and building the loyalty that turns new customers into repeat customers. Ecommerce marketing is critical not just in generating sales, but in optimizing all aspects of the buyer journey, from reducing abandoned carts to improving conversion rates.