10 Reasons to Rethink Your Ecommerce Strategy

Covering a host of digital marketing trends, tips, and tricks along with the latest news from I-COM.

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There’s no denying that e-commerce is an incredibly fast moving, retail-dominating industry that is on a serious upward trajectory. According to Statista’s Digital Market Outlook, e-commerce users in the UK are expected to grow to 62.1m by 2025, sitting at 59m as of November 2022. The opportunity for growth in terms of sales and market share is there, however, online retailers and ecommerce businesses will have to think carefully and strategically about their marketing strategies in order to remain competitive in this market.

If you’ve yet to consider your ecommerce marketing strategy for the year ahead, below we’ve outlined 10 reasons to rethink and reevaluate your approach in order to grow and remain competitive.

1. The ecommerce landscape is constantly changing

Simply put, what worked for ecommerce businesses in 2022 might not work in 2023. The ecommerce landscape is constantly changing in terms of competitors, consumer behaviour, technology, trends, and the economy. It’s critical to understand these changes and build your marketing strategy accordingly - bearing in mind that a lot of this data will be provided through marketing tools like paid advertising data, Google Analytics data, and reporting tools.

2. Changes in consumer behaviour

Along with the ecommerce landscape, consumer behaviour is also constantly changing, particularly now during the cost of living crisis. Businesses need to be aware of these changes in order to ensure that they are marketing their products or services in the most effective way possible including who they target and the brand message they put forward. Again, one of the best ways to see this in real time is through digital marketing reporting tools where user behaviour data is coming in fresh on a constant basis.

3. New technologies = unique selling tools

As new technologies emerge, ecommerce businesses need to consider how they can use these technologies to their advantage. Though not particularly new, many ecommerce businesses still have not enabled flexible payment options like ApplePay, SamsungPay, Paypal, while others are offering all these plus technology like AR (augmented reality) to really sell their products to customers in a unique way. Is your business using technology in the best possible way to increase conversions? Are you fully aware of the options out there? It's important to keep as up to date as possible with these to remain competitive.

4. Ecommerce platforms evolve quickly

Just as new technologies are emerging, so too are new ecommerce platforms with new features that help increase conversions. User Experience (UX) has to be at the forefront of any ecommerce operation - it takes very little to send a user packing when the competition has a smoother checkout experience or the products are easier to find. If your ecommerce platform is rigid and unchangeable and you are unable to offer a positive (and competitive) user experience, you may want to reconsider your ecommerce solution.

5. Social media is now symbiotic with ecommerce

Social media marketing and social platforms in general an incredibly important role in ecommerce, and businesses need to make sure that they are using social media effectively in order to reach their target market. Platforms such as TikTok and Instagram now have in-app shopping meaning additional store set-ups and more opportunities to sell. The ad formats on these platforms are also constantly evolving and improving to hit the right audience, so keeping your campaigns on the mark is key.

6. Search engine optimization and paid advertising is getting smarter

Is your marketing team or marketing agency using the latest SEO and Paid Advertising techniques and tactics to maximise these channels? Are you getting the ROI you’re looking for? A robust strategy will include both of these channels where possible, and this requires consistent care and attention, taking into account the near constant updates from Google and social platforms so your efforts show results and you don’t waste any unnecessary budget.

7. User experience is critical for conversions

In today’s competitive ecommerce landscape, it’s more important than ever for businesses to focus on providing a great user experience (UX). As a digital agency that builds bespoke ecommerce solutions, we know that the best way to deliver this is through a custom built site that gives you the freedom to update and change things so your site can keep up with changes in trends and user behaviour. Many ecommerce platforms are rigid and templated, making it difficult to really manipulate the site to serve your digital marketing needs and reach your full potential.

8. Personalisation is key for brand and user trust

Trying to target a customer without thinking through the personalisation aspect is going to be a detriment to your conversion rates. Users are bombarded with ads and emails from businesses all the time, so it’s important that you are properly targeting your audience so your marketing is relevant. You will not only save on your marketing budget in doing this, you’ll also have a better chance of building trust with end users. Where possible, utilise personalisation and targeting, whether it's through Email Marketing or on your paid social ads.

9. Mobile ecommerce is non-negotiable

How easy is your ecommerce website to use on a mobile phone? Is it more difficult or cumbersome than on a PC? If so, you’ve got yourself a problem. With more people than ever shopping on their mobile devices, it’s essential for businesses to have a mobile-friendly website and offer a great mobile shopping experience if they want to succeed in the ecommerce space.

10. Customer service must hit the mark at every stage

Are you delivering a great customer service experience? This not only comes down to the emails you receive, but how your website facilitates this process. In today’s competitive ecommerce landscape, it’s essential for businesses to offer excellent customer service both on their website and behind the scenes if they want to succeed. A frustrating website experience can impact customer service scores, so always ensure that critical information such as delivery times, the return process, and how to contact you is easily accessible on your site and the process is seamless.

Need help with your ecommerce website or marketing strategy? We can help.

With over 15 years' experience working with highly successful ecommerce brands, we know what it takes to succeed in the ecommerce space. Offering completely bespoke ecommerce websites, organic marketing / SEO, PR, content marketing, and paid advertising across the latest platforms, we can help your ecommerce business grow. Get in touch to learn more about how we can help or call us on 0161 402 3170.

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