13 Best Marketing Channels for Your eCommerce Business

The digital landscape is vast and dynamic, offering myriad ways for businesses to connect with their customers. For ecommerce businesses, navigating this complex web of opportunities can be daunting and exciting. The key to success lies not in mastering every available marketing channel but in identifying those most suited to your business, your target customers, and your unique value proposition. This is where the art and science of choosing the proper marketing channels come into play.

Marketing channels are mediums through which businesses reach out to their potential customers. These could be digital platforms like social media, search engines, emails, and websites, or traditional outlets like TV, radio, and print media. The ultimate goal of using these channels is to engage the audience, build relationships, and drive conversions.

In the context of ecommerce, the selection of marketing channels becomes even more crucial. Your ecommerce platform may be the hub where transactions occur, but the marketing channels draw in the audience and guide them through the purchase journey. Making the right choices in this regard can be the difference between a thriving ecommerce business and one that struggles to gain traction.

This comprehensive article will delve into the 13 best marketing channels that every ecommerce business should consider. For each, we will provide an overview, share best practices, and highlight a case study where it has been effectively used. Whether you’re an established ecommerce business or just starting, these insights will help you identify, understand, and leverage the channels that can propel your business to new heights. Let’s get started!

Understanding Ecommerce Marketing Channels

Ecommerce marketing channels refer to businesses’ diverse platforms and methods to communicate with potential customers in the digital space. These platforms can be broadly classified into owned media (your website, blog, email list), paid media (pay-per-click ads, display ads), and earned media (customer reviews, social media shares).

In the ecommerce world, these channels serve multiple functions. They help raise brand awareness, drive customer engagement, facilitate purchases, and maintain post-purchase relationships. For instance, a recent study from 2022 found that 74% of customers rely on social media to make purchase decisions, showcasing its importance in the consumer journey.

Key Considerations When Choosing a Marketing Channel for Ecommerce

Choosing the right marketing channel for your ecommerce business is not a one-size-fits-all decision. It’s a strategic choice that depends on several factors:

  1. Target audience: Identify your customers, their platforms, and how they prefer to engage. A 2023 report revealed that social media influence 85% of Gen Z purchases, while 60% of Baby Boomers are swayed more by email marketing.
  2. Product type: The nature of your product or service can also guide the channel choice. For instance, visually appealing products might do well on Instagram or Pinterest, while complex services might benefit more from informative blog posts or YouTube tutorials.
  3. Budget: Some channels require more investment than others. For instance, PPC advertising can be costly and provide immediate visibility. SEO and content marketing may require more time but are generally more cost-effective in the long run.
  4. Business goals: Your marketing channels should align with your business objectives. You might focus more on social media and content marketing to increase brand visibility. Payable advertising could be more suitable if you want to drive quick sales.

Importance of Multichannel Marketing in Ecommerce

In today’s hyper-connected world, businesses cannot rely on a single marketing channel. As per a 2022 study, ecommerce businesses that adopted a multichannel approach saw a 9% higher customer retention rate than those that didn’t.

Multichannel marketing refers to the practice of interacting with customers using a combination of direct and indirect communication channels. This approach allows customers to take action in the medium of their choice, making it a customer-centric model. It combines the strengths of various media to create a unified and seamless customer experience.

For instance, you might use social media to raise brand awareness, an engaging blog to provide in-depth product information, email marketing to nurture leads, and retargeting ads to remind potential customers of their abandoned carts. Each channel plays a unique role, and together, they contribute to a more engaging and effective marketing strategy.

In the next section, we will delve into each of the 13 best marketing channels for ecommerce, providing an overview, sharing best practices, and highlighting successful case studies. Stay tuned to discover how you can leverage these channels to grow your ecommerce business.

The 13 Best Marketing Channels for Your Ecommerce Business

Social Media Marketing

Social media marketing involves promoting your products or services on social networking platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest. It’s a powerful tool for reaching a broad audience, engaging with customers, and building brand loyalty. According to a 2022 report, social media users surpassed 4.48 billion, underscoring the enormous potential of this channel.

Best Practices and Tips for Social Media Marketing

  • Identify your target audience and choose the right platforms accordingly.
  • Regularly post engaging, relevant, and high-quality content.
  • Use visuals (images, videos, infographics) to make your posts more engaging.
  • Interact with your audience by responding to comments, messages, and reviews.
  • Use social media advertising to target specific demographics and boost your reach.

Case Study: Successful Use of Social Media in Ecommerce Fashion Nova, an online apparel brand, has leveraged Instagram to build a massive customer base. With 19.2 million followers and high levels of engagement, they use influencers, regular posts, stories, and user-generated content to attract and retain customers.

Email Marketing

Despite the proliferation of other marketing channels, email marketing continues to be a highly effective tool for ecommerce. As per a 2023 report, for every $1 spent on email marketing, businesses see an average return of $42. Email lets companies reach customers directly, providing personalized offers, updates, and content.

Tips for Creating Engaging Email Marketing Campaigns

  • Segment your audience for targeted campaigns.
  • Personalize your emails based on the customer’s shopping history and preferences.
  • Send regular newsletters to inform your audience about new products, sales, or company news.
  • Test different subject lines, email designs, and call-to-actions to see what works best.
  • Use automation tools to trigger emails based on customer behavior.

Case Study: Successful Use of Email Marketing in Ecommerce

Dollar Shave Club has used email marketing effectively to nurture relationships with customers. They use humor, engaging content, personalized product recommendations, and special offers to keep customers engaged and encourage repeat purchases.

Content Marketing

Content marketing is a strategy focused on creating, publishing, and distributing valuable and relevant content to attract and engage a defined audience. According to the Content Marketing Institute, 91% of B2C marketers used content marketing in 2022, highlighting its importance. A well-planned content marketing strategy can drive traffic, boost conversions, and improve brand reputation.

Best Practices for Content Marketing

  • Develop a content strategy based on your audience’s interests, needs, and pain points.
  • Use various content types – blogs, infographics, videos, podcasts, webinars, eBooks, etc.
  • Ensure your content is SEO-friendly to improve visibility on search engines.
  • Use compelling visuals and storytelling to engage your audience.
  • Regularly update and repurpose your content to keep it fresh and relevant.

Case Study: Effective Content Marketing in Ecommerce

REI, an outdoor retail company, is renowned for its content marketing strategy. They’ve built an entire “Expert Advice” section on their website with informative articles, how-to guides, and videos. This educational content helps their audience enjoy outdoor activities while subtly promoting their products.

Search Engine Optimization (SEO)

SEO involves optimizing your website and content to rank higher in search engine results, thus increasing visibility and organic traffic. A 2023 study showed that 53% of all website traffic comes from organic search, underlining the crucial role of SEO in ecommerce.

Essential SEO Strategies for Ecommerce

  • Conduct keyword research to identify terms your potential customers are using.
  • Optimize your website’s structure and product pages for these keywords.
  • Improve your website’s loading speed and mobile responsiveness.
  • Create high-quality, unique content that adds value to your audience.
  • Build high-quality backlinks to your website from reputable sources.

Case Study: Successful SEO Implementation in Ecommerce

Zappos, the online shoe and clothing retailer, uses SEO effectively to drive traffic. They focus on long-tail keywords (e.g., “men’s running shoes”) and optimize product descriptions, titles, and meta tags. They also have an SEO-friendly site structure, making it easy for search engines and users to navigate their site.

Pay-Per-Click Advertising (PPC)

Pay-per-click (PPC) advertising is a model where advertisers pay a fee each time their ad is clicked. Platforms like Google Ads or Bing Ads allow businesses to bid on keywords to show their ads in search results. In 2022, advertisers spent an estimated $147.2 billion on PPC advertising globally, highlighting its importance in driving immediate visibility and traffic.

Strategies for Optimizing PPC Campaigns

  • Conduct thorough keyword research and choose keywords relevant to your products.
  • Segment your campaigns and create targeted ad groups.
  • Write compelling ad copy that speaks directly to your audience’s needs.
  • Optimize your landing pages to ensure they match the promise of your ads.
  • Continuously test and adjust your campaigns for better performance.

Case Study: Effective PPC Use in Ecommerce

Wayfair, an online home goods retailer, has effectively used PPC to increase traffic and sales. They target a wide range of keywords related to home décor and furniture and use compelling ad copy. Their product landing pages are well-optimized, providing an excellent user experience, which boosts their conversion rates.

Influencer Marketing

Influencer marketing involves partnering with influential people in your industry to promote your products to their followers. According to a 2023 report, the influencer marketing industry is set to reach $15 billion, proving its growth and impact.

Choosing the Right Influencers for Your Brand

  • Identify influencers who align with your brand values and have a following that matches your target audience.
  • Look beyond follower count; engagement rate is a more critical metric.
  • Choose influencers who create high-quality, authentic content.
  • Build long-term relationships rather than one-off campaigns for better results.

Case Study: Successful Influencer Marketing Campaign in Ecommerce

Glossier, a beauty brand, owes much of its success to influencer marketing. They’ve leveraged high-profile celebrities and micro-influencers who share authentic experiences and product reviews, helping the brand build trust and a solid customer base.

Affiliate Marketing

Affiliate marketing is a performance-based marketing strategy where you pay external partners, known as affiliates, to promote your product and drive sales. A 2023 study projects that US affiliate marketing spending will reach $8.2 billion by 2024, indicating its growing significance in ecommerce.

Guidelines for Successful Affiliate Marketing

  • Choose affiliates whose audience aligns with your target market.
  • Offer competitive commissions to attract and motivate high-quality affiliates.
  • Monitor your affiliate program to ensure compliance with your guidelines.
  • Promote products that provide value to the affiliates’ audience.

Case Study: Winning Affiliate Marketing Strategy in Ecommerce

Amazon’s affiliate program, Amazon Associates, is one of the most successful examples of affiliate marketing. They offer up to 10% commission on referred sales, encouraging bloggers, influencers, and other affiliates to promote Amazon products actively.

Mobile Marketing

Mobile marketing has become indispensable for ecommerce businesses with the increasing penetration of smartphones. By 2023, mobile is expected to account for 73% of ecommerce sales, demonstrating this channel’s potential.

Effective Mobile Marketing Strategies

  • Make your ecommerce website mobile-responsive.
  • Develop a mobile app for a better user experience.
  • Use SMS marketing to send personalized offers and updates.
  • Optimize your email marketing for mobile viewing.

Case Study: Successful Mobile Marketing in Ecommerce

ASOS, a UK-based online fashion retailer, offers a seamless mobile shopping experience through its mobile app. The app includes visual search, social media integration, and a user-friendly interface, leading to higher engagement and sales.

Video Marketing

Video marketing is using video to promote and sell your products or services. With 54% of consumers wanting to see more video content from brands they support (according to a 2023 HubSpot report), it’s clear that video is a powerful medium for ecommerce businesses.

Strategies for Effective Video Marketing

  • Use video to demonstrate product features and benefits.
  • Share customer testimonials and success stories in video format.
  • Create how-to videos to educate your customers about your products.
  • Utilize live video for product launches, Q&A sessions, or behind-the-scenes peeks.
  • Ensure your videos are mobile-friendly, as many consumers watch videos on their phones.

Case Study: Successful Use of Video Marketing in Ecommerce

Blendtec’s “Will it Blend?” video campaign is an excellent example of video marketing done right. They created entertaining videos blending various objects (even iPhones) to demonstrate the power of their blenders. This resulted in a dramatic increase in sales and brand recognition.

Referral Marketing

Referral marketing encourages satisfied customers to recommend your products to friends and family. According to Nielsen, 92% of consumers trust referrals from people they know, making this channel highly effective for acquiring new customers.

How to Implement a Successful Referral Program

  • Offer a compelling incentive for both the referrer and the referee.
  • Make the referral process easy.
  • Promote your referral program via email, social media, and website.
  • Regularly monitor and optimize your referral program to improve its effectiveness.

Case Study: Effective Referral Marketing in Ecommerce

Dropbox’s referral program is a prime example of referral marketing done well. They offered extra storage space for both the referrer and the referee, resulting in a 60% increase in user sign-ups.


Retargeting is a marketing strategy focusing on advertising to people who have previously interacted with your brand. This could include visiting your website, interacting with your social media profiles, or using your mobile app. According to a 2022 study, retargeting can increase conversion rates by up to 150%, showing its efficacy in the ecommerce industry.

Critical Strategies for Effective Retargeting

  • Segment your audience based on their interactions with your brand (e.g., product viewed, page visited) to personalize your retargeting ads.
  • Set an optimal frequency cap to avoid overwhelming your audience.
  • Test different ad creatives and messages to see what resonates best with your audience.
  • Track your retargeting campaign’s performance and adjust as necessary for maximum ROI.

Case Study: Successful Retargeting in Ecommerce

Bebe, a women’s clothing retailer, implemented a retargeting campaign that served personalized ads based on the items users had previously viewed. The campaign resulted in a 7% increase in conversions and a 300% boost in ad engagement, demonstrating the power of effective retargeting.

Partnerships and Collaborations

Strategic partnerships involve collaborating with another brand to reach a broader audience, enhance your product offering, or leverage each other’s strengths for mutual benefit. For example, a recent survey from 2023 reveals that 65% of brands reported that their partnerships significantly influenced their revenue.

Guidelines for Successful Partnerships

  • Find partners who share similar values and have a complementary audience.
  • Clearly define the goals and expectations of the partnership.
  • Promote your partnership across all your marketing channels.
  • Measure the effectiveness of the partnership and make adjustments as needed.

Case Study: Winning Partnership in Ecommerce

Spotify and Starbucks formed a successful partnership in which Starbucks employees curated public playlists on Spotify, leading to an increased user base for Spotify and an enhanced in-store experience for Starbucks customers.

Each of these 13 marketing channels presents unique opportunities for your ecommerce business, and understanding their dynamics is essential for your success. In the upcoming section, we’ll explore how to choose the right mix of these channels for your ecommerce business and how you can optimize your strategies for each.

Choosing the Right Mix of Marketing Channels for Your Ecommerce Business

Understanding Your Target Audience

You must understand your target audience before choosing the proper marketing channels for your business. After all, the best track is where your audience spends most of their time. A 2022 report from HubSpot reveals that companies using audience data in their marketing strategies experienced a 2X increase in customer engagement.

Steps to Understand Your Audience

  • Conduct surveys or interviews to learn about your customers’ needs, preferences, and behaviors.
  • Analyze your website and social media analytics for insights into audience demographics and interests.
  • Use tools like Google Trends or SEMrush to understand what topics or products are popular among your target audience.
  • Monitor your competitors’ marketing activities to identify opportunities they might be missing.

Evaluating Different Marketing Channels

Once you understand your audience, the next step is to evaluate the potential effectiveness of different marketing channels. For instance, a 2023 Emarketer study found that email marketing has a median ROI of 122%, making it a worthwhile consideration for businesses of all sizes.

Evaluating Channels

  • Analyze your past marketing efforts to see what worked and what didn’t.
  • Test different channels on a small scale to see which ones yield the best results.
  • Use attribution modeling to understand how different channels contribute to your conversions.
  • Consider your budget, resources, and business goals when selecting channels.

Developing a Multichannel Marketing Strategy

Today’s customers interact with brands across multiple channels, so it’s essential to have a presence where your customers are. According to a 2023 Adobe report, companies with robust multichannel marketing strategies see a 9.5% year-over-year increase in their annual revenue.

Crafting Your Multichannel Strategy

  • Select a mix of channels based on your audience analysis and channel evaluation.
  • Create a consistent brand message across all channels while tailoring your content to the specific platform.
  • Use tools like Hootsuite or Buffer to manage your social media channels and Google Analytics to track your website traffic.
  • Monitor your strategy regularly and make adjustments as needed based on performance.

In the final part of this article, we will discuss how to optimize your chosen marketing channels and continuously improve your marketing strategy to stay ahead of the competition.

Optimizing Your Marketing Channels for Maximum Effectiveness

Continuous Testing and Learning

Constant testing is critical to understanding what works and what doesn’t in your marketing strategy. A 2022 report by Invesp found that companies experimenting with their marketing strategies can achieve up to a 60% increase in their ROI.

Implementing a Testing and Learning Approach

  • Conduct A/B tests on your marketing messages, designs, and strategies to find the most effective options.
  • Use tools like Google Optimize for website testing, and email marketing tools with built-in A/B testing features.
  • Analyze your test results and implement the winning variations in your marketing strategy.
  • Keep an eye on industry trends and competitor strategies to discover new tactics to test.

B. Customer Experience Optimization

Creating a seamless and positive customer experience across all your marketing channels is crucial to encourage engagement and conversions. A PwC report from 2023 revealed that 86% of buyers are willing to pay more for a great customer experience.

Enhancing Customer Experience Across Channels

  • Ensure consistency in your messaging and design across all channels.
  • Personalize your marketing messages based on customer behavior and preferences.
  • Provide excellent customer support across all your platforms.
  • Seek and act on customer feedback to continuously improve their experience.

C. Utilizing Analytics for Channel Optimization

Analytics provide valuable insights into your marketing performance, helping you identify opportunities for improvement. According to a 2022 report by Deloitte, businesses that make decisions based on data analytics are 6X more likely to be profitable.

How to Leverage Analytics for Optimization

  • Use Google Analytics or similar tools to track your website and campaign performance.
  • Use the analytics features on social media platforms to track your performance.
  • Regularly review your analytics to identify trends, successes, and areas for improvement.
  • Use the insights from your analytics to refine and enhance your marketing strategies.

In the next and final section, we’ll summarize an overall summary and key takeaways from this in-depth exploration of ecommerce marketing channels.

Conclusion: Key Takeaways and Future Trends in Ecommerce Marketing

Recap of Key Learnings

We’ve delved deep into the landscape of ecommerce marketing, from the importance of marketing channels to understanding your audience, choosing the proper channels, and optimizing your strategies. A 2023 Gartner study reveals that businesses prioritizing strategic marketing see a 20% increase in sales, underscoring the significance of these considerations.

  • Understanding your audience is the first step in defining your marketing strategy.
  • Evaluating the effectiveness of different channels allows you to allocate resources strategically.
  • Continuously testing and learning helps optimize your marketing messages and strategies.
  • Enhancing the customer experience across channels encourages engagement and conversions.
  • Utilizing analytics provides insights for ongoing marketing strategy refinement.

Future Trends in Ecommerce Marketing

Ecommerce marketing is an ever-evolving field. As per a 2023 Forrester report, technological advancements and consumer behavior will continue to reshape the ecommerce marketing landscape.

Upcoming Trends to Watch

  • Artificial Intelligence (AI): AI can help personalize the customer experience, automate marketing tasks, and provide valuable insights for decision-making.
  • Voice Commerce: With the rise of smart speakers, voice commerce is set to become a significant channel for ecommerce.
  • Augmented Reality (AR): AR can enhance the online shopping experience by allowing customers to virtually try products before buying.
  • Sustainability: More consumers prefer brands that are socially responsible and environmentally friendly.

Understanding and adopting these trends can help you stay ahead of the competition and ensure the ongoing success of your ecommerce business.

Additional Ecommerce Resources

10 Must-Haves for a Best-In-Class B2B eCommerce Website
13 Best Marketing Channels for Your eCommerce Business
Guide To Ecommerce Spin and 360 Product Photography
How To Use eCommerce Marketplaces to Expand Your Business
Operational Costs For an eCommerce or Corporate Websites
The Guide To Mastering Ecommerce Content Strategy
Trends That Will Transform Ecommerce Product Photography
Your Complete Guide to B2B Ecommerce Strategy and Growth
Your Complete Guide to B2B2C Ecommerce Strategy
Your Guide To Ecommerce Website Product Bundling Strategy