E-commerce & Online Retail Marketing

Ecommerce marketing focuses specifically on driving online sales through optimized product discovery, shopping cart conversion, and customer retention. It differs from general digital marketing by emphasizing e-commerce specific metrics like conversion rate, average order value, and customer lifetime value. Ecommerce requires deep integration with product feeds, inventory systems, and checkout optimization.

Cart abandonment (averaging 60-70%) is addressed through: (1) Simplified checkout process with guest checkout options, (2) Abandoned cart email sequences that recover 20-40% of lost sales, (3) Exit-intent offers and discounts, (4) Retargeting campaigns, (5) Transparent shipping and cost information, (6) Multiple payment options, and (7) Trust signals like security badges and guarantees.

The most effective channels are: (1) Google Shopping for high-intent product searches, (2) Social commerce (Facebook, Instagram, TikTok) for discovery and impulse buying, (3) Email marketing for retention and repeat sales, (4) SEO for organic product discovery, (5) Influencer partnerships for brand awareness, and (6) Retargeting across networks. The right mix depends on your product, audience, and budget.

Customer acquisition cost (CAC) varies by channel and product type but typically ranges from $25-$65 for general ecommerce. Google Shopping ads might cost $20-$40 per acquisition, while social commerce averages $15-$50. Email and organic have lower CAC. The key is ensuring customer lifetime value (CLV) exceeds CAC by 3-5x for healthy margins.

Product feed optimization ensures your products appear in Google Shopping, Facebook Catalog, and other platforms. Poor feed quality means missing visibility, low quality scores, and wasted ad spend. Optimized feeds include accurate titles, compelling descriptions, high-quality images, correct pricing, and strategic category assignment—directly impacting conversion rates and ad costs.

Key metrics include: Revenue per visitor, Conversion rate, Average order value, Customer acquisition cost (CAC), Customer lifetime value (CLV), Return on ad spend (ROAS - target 3.5x+), Cart abandonment rate, and Email engagement rates. Implement proper tracking through Google Analytics, tag management, and e-commerce platforms to measure true ROI across all channels.

Both are essential but serve different purposes. Acquisition builds your customer base and revenue quickly; retention (through email, loyalty programs, repeat offers) generates predictable revenue at lower cost. The optimal strategy uses 80% of budget for retention and 20% for acquisition, since retained customers have 5x higher lifetime value.

Critical—over 70% of ecommerce traffic is mobile. Slow mobile checkouts kill conversions. Essential mobile optimizations include: one-page checkout, mobile-optimized product images, simplified forms, fast page loading (under 3 seconds), and mobile-first design. Mobile experience directly impacts both search rankings and conversion rates.