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I-COM is co-hosting a seminar on e-commerce on Thursday 26th June with Baker Tilly, specialist financial adviser for retail businesses, and global online payment provider, PayPal. The seminar, held at MediaCity UK, will include talks from experts across all three companies.

With e-commerce very much on our mind as we prepare for the seminar, we've decided to share some top tips on how to get digital marketing for e-commerce right.

1. Make your site mobile responsive

Thanks to smartphones and tablets, today's customers are savvier then ever when it comes to shopping online. Optimising your website for mobile use means customers can have the same user experience on their portable devices as their laptops and computers, removing the slow and painful process of trying to browse a full website on your mobile phone or tablet. This allows your business to be accessible anywhere, anytime – increasing the chance of conversions.

2. Use live chat

Using live chat on your website allows customers to chat to businesses in real time. This means they can ask any questions, make comments or express any concerns about products before, during or after a purchase.

Live chat reduces customers' frustration with not being able to contact companies when they need to the most, which means no being placed on hold or no automated systems, and adds a human face to the company.

A live chat function helps build a rapport with the customer that can result in confidence and trust in the brand, making them more likely to return to buy something else.

3. Strong social media presence

Utilising social networking sites like Facebook, Twitter and LinkedIn allows businesses to keep in touch with shoppers, make announcements and promote new merchandise. This lets businesses engage with customers like live chat and create real brand advocates.

A great way to build interest in your business's social media profiles is to launch competitions, give away product samples and offer voucher codes, which is a particularly effective way of driving traffic to your website.

4. Trusted payment solutions

Making use of a trusted payment solution, like PayPal, allows customers to make multiple types of transactions in any location easily and securely. The use of a recognisable payment system increases trust and confidence for customers at checkout – meaning, hopefully, fewer abandoned baskets.

5. Create a newsletter

Once a customer has made a purchase from your business it is important to offer a way to keep in touch. Newsletter and email marketing is key to maintaining a relationship with potential returning customers as it is a quick and effective way to communicate information about the business.

Effective email marketing makes the customer more likely to do business with you because it generates a more favourable opinion of your business and fosters a stronger sense of loyalty to your brand.

The most compelling newsletter content, if possible, is a personalised list of suggested purchases based on customer's buyer history. It could also include similar material to that shared on social networks (competitions and offers) or be used to demonstrate your expertise through blog posts, buying guides, etc. that will help build trust among customers.

Sign up?

If you are an e-commerce brand and want more useful tips on improving your business's digital marketing, sign up to our seminar today. You can register online by visiting or contact Emma Davies on 0161 402 3170 or email