E-commerce marketing is the practice of guiding online shoppers to an e-commerce website and persuading them to buy the products or services online. E-commerce marketing can include practices like:

  • Search engine optimization to help a website to rank higher in organic search engine listings
  • Affiliation with better-known websites through referral marketing or banner advertising
  • Retention of current customers through email marketing

While there are many similarities between marketing an e-commerce website and marketing a brick and mortar store, e-commerce marketing involves some unique challenges and opportunities. Online, consumers don’t feel invested in a shopping venture the way they would if they’d gotten in their car to visit a physical location, because visiting an e-commerce website requires no more effort than a mouse click.

Additionally, e-commerce businesses don’t have opportunities to draw customers in with the physical enticements of a well-run store – there is no soft music, relaxing smell or helpful, well-dressed salesperson to help them make their choice.

On the flipside, however, shopping online is faster, easier and more private, which makes it very appealing to tech-savvy consumers. With a fully-functioning, easy-to-use website and effective customer engagement tools, an e-commerce website can make shoppers want to complete their transactions online. This is financially beneficial, as e-commerce businesses require much less overhead to run successfully.