E-commerce marketing is the use of digital marketing strategies to attract shoppers to an online store, convert them into customers, increase order value, and encourage repeat purchases. It spans the entire customer journey from discovery and product research through checkout, retention, and advocacy.
Common e-commerce marketing channels include SEO, paid search and shopping ads, social media, email and SMS, content marketing, marketplaces, affiliate or influencer programs, remarketing, and conversion-rate optimization.
Successful e-commerce marketing depends on more than generating traffic. Product information, merchandising, reviews, pricing, shipping, mobile usability, site speed, checkout experience, customer service, and measurement all influence performance.
A strong program connects acquisition with conversion and retention, measuring revenue and profitability rather than visits alone. These principles fit within a broader digital marketing strategy that coordinates channels around the customer journey.
