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The global pandemic has propelled the e-commerce industry’s sky-high sales to new levels. Based on recent U.S. revenue figures, this trend will continue upward. For this reason, e-commerce companies need to develop a reliable strategy to thrive in today’s online economy.

You can use a general set of best practices to achieve your goals, but remember that marketing for e-commerce is specialized, and differs from other industries. Read on for our tips to optimize for sustainable growth.

Invest in Video

In a physical store, you can demonstrate how your products work to customers, and they can explore them on their own. However, demonstrations online are not as easy. it’s best to include videos in your marketing strategy for e-commerce. They’re an effective way to boost sales and bridge knowledge gaps for your customers. Apart from informational videos, you can also develop engaging and persuasive content to upsell or cross-sell your products & services.

Feature User-Generated Content

User-generated content (UGC) like photos, videos, reviews, ratings, and tags is one of the most credible forms of social proof. For example, using a  before-and-after photo proving your product’s effectiveness is much more enticing than regular reviews. Prospects might not always trust what you say about your products, but they will believe other consumers. After encouraging and featuring UGC, don’t forget to actively engage with your customers.

Optimize Your Website

There are many different website formats including; e-commerce, blog, and personal pages. Unlike other website kinds, e-commerce page transactions take place entirely online. For this reason, you should provide visitors with comprehensive product information without being too cluttered, and an easy checkout process. The key to success is to develop an aesthetic, easily navigable website that seamlessly takes customers through the buying funnel.

Update Your Google Merchant Center

As a U.S. merchant, you can add listings to the Google Shopping tab for free. However, remember to keep your Google Merchant Center details up to date.

If you set up your product feed years ago, there’s a good chance you have some outdated information or discontinued items. Regularly update your feed to keep a clean brand image and start attracting potential customers through natural search engine traffic.

Utilize Social Media Integrated Storefronts

For many years, digital marketers have used social media to build brand awareness and to search for marketing techniques to drive sales. In the past few years, platforms like Instagram have recently expanded to include e-commerce components in their business model. ‘Instagram Shopping‘ includes e-commerce features to develop a seamless awareness to conversion experience.

Today, you can offer audiences what Instagram describes as an ‘immersive full-screen storefront’ to share your brand story while encouraging product discovery. Once shoppers click on your items, the platform will automatically take them to the corresponding page on your website.


As market preferences change, your e-commerce strategy should evolve with them. By using the right techniques and platforms available you can stand out in the sea of competition.

In order to fully utilize the strategies above you should also be taking these tips and personalizing them to fit your own company, niche, and goals. Upon doing so you will discover the benefits of operating on a well-built and integrated marketing strategy for your e-commerce company.

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