To promote an ecommerce store, combine channels that bring in new shoppers, such as SEO, content, paid search and social media, with channels that bring people back, such as email, reviews and retargeting. Paid ads can drive sales quickly, while SEO and content build traffic over months. Start with the channels that match your budget and timeline, and make sure your store converts the visitors you pay for.
Key Takeaways
- Ecommerce promotion has two jobs: reach new shoppers and bring past visitors back.
- SEO and content build long-term traffic; paid search and Shopping ads bring faster results.
- Reviews, email and retargeting turn first visits into repeat sales.
- Fix your product pages and checkout before spending more on traffic.
- Focus on two or three channels and do them well instead of spreading thin.
What Does It Take to Promote an Ecommerce Store?
Ecommerce marketing covers every method you use to bring visitors to your online store and turn them into buyers. A complete plan includes work on your website and off it. Done well, it builds brand awareness, customer loyalty and online sales.
Start with the people who already know you: past customers, friends, followers and local contacts. Reach out to them directly and build trust before you sell. To reach people who have never heard of you, you need search, content, ads and social media.
Below are the main channels, grouped by what they do best.
Ecommerce SEO and Content Marketing
Ecommerce SEO
Ecommerce SEO helps your category and product pages appear when people search for what you sell. Many shoppers start with a search, and pages on the first page of results get far more clicks than pages further down.
- Write unique product descriptions instead of copying the manufacturer’s text.
- Use the terms shoppers search for in page titles, headings, URLs and descriptions, without stuffing keywords.
- Build strong category pages, since they often rank for broader searches.
- Keep the site fast and easy to use on mobile, and add product structured data so search engines understand price and availability.
Content Marketing
Content answers the questions shoppers ask before they buy. Buying guides, how-to articles, comparisons and clear product manuals all bring in search traffic and position your store as an authority. Link that content to the relevant products, and only feature posts on your store that are useful to those products. Larger stores can also consider a podcast or an online community.
Reviews and User-Generated Content
Shoppers read reviews to decide whether to buy and to understand a product’s benefits. Seeing people like them use a product makes them more confident. User-generated content (UGC), such as customer photos, videos and reviews, is one of the strongest forms of social proof a store can show.
- Ask for a review by email a short time after delivery.
- Show reviews and customer photos on product pages.
- Reply to negative reviews politely and fix the problem where you can.
- Do not pay or reward customers for positive reviews. Platforms including Google prohibit it.
Email and SMS Marketing
Email lets you speak to people who already showed interest, without paying for each visit. Build your list with sign-up forms and lead magnets, such as a first-order offer or a useful guide. Then send a steady flow of relevant messages:
- A welcome series for new subscribers.
- Abandoned cart emails that remind shoppers why they were interested.
- Post-purchase emails with product tips and review requests.
- Exclusive codes, giveaways and holiday promotions.
Text messaging can work for time-sensitive offers. In Canada, email and text marketing must follow Canada’s Anti-Spam Legislation (CASL), so collect clear consent and include an easy way to unsubscribe. For campaign ideas, see our list of seasonal promotion ideas.
Paid Search and Shopping Ads
Paid search puts your store in front of people who are searching for your products right now. Google Shopping ads show a product image, price and store name directly in the results. To run them, you upload a product feed to Google Merchant Center and link it to Google Ads.
Search ads work well for specific, high-intent searches and for your own brand name. Google Ads charges per click, so track purchases as conversions. That way you can see which products and searches pay for themselves and which only cost money.
Social Media and Retargeting
Social Media
Social media helps people discover products they were not searching for. Visual platforms suit most stores, but choose based on where your customers spend time. Mix organic posts, such as product demos, behind-the-scenes clips and customer photos, with paid campaigns that target specific audiences. Our guide to the best social media platforms for advertising compares the options.
Retargeting
Most visitors leave without buying. Retargeting shows ads to people who viewed products or left items in their cart. Limit how often the same person sees an ad, and exclude recent buyers so you do not pay to reach customers who already converted.
How Should You Prioritize Your Marketing Channels?
Trying every channel at once spreads your time and budget too thin. Choose based on your main goal and how quickly you need results.
| Channel | Speed | What you pay with | Best for |
|---|---|---|---|
| Ecommerce SEO | Slow | Time and expertise | Steady long-term traffic |
| Content | Slow | Time and expertise | Research-stage shoppers |
| Reviews and UGC | Medium | Time | Trust and conversion |
| Email and SMS | Fast once you have a list | Tools and time | Repeat sales |
| Paid search and Shopping | Fast | Cost per click | High-intent buyers |
| Social media | Medium | Time and ad spend | Discovery and awareness |
| Retargeting | Fast | Ad spend | Recovering lost visitors |
A sensible order for most stores looks like this:
- Fix the store first. Make product pages clear, the mobile layout easy to use and the checkout simple. On mobile, small changes such as a larger Add to Cart button and zoomable photos can help. This is where ecommerce solutions work starts, because every channel sends traffic to these pages.
- Capture existing demand. Run Shopping and search ads for your best products while you build SEO foundations.
- Keep the customers you win. Set up email flows and review requests.
- Expand. Add content, social media and retargeting once the basics produce sales.
If you want a plan that matches your products and budget, our ecommerce solutions team can help you decide where to start.
How to Promote an Ecommerce Store: FAQ
What is the fastest way to promote a new online store?
Contact people who already know you, then run Shopping and search ads for your strongest products. Start collecting email addresses from day one.
How do I get more organic traffic to my store?
Target the terms shoppers search for on category and product pages, write unique descriptions and publish helpful content. Follow Google’s guidance and write for people, not just search engines.
Is social media enough to grow an ecommerce store?
Rarely on its own. Social media is good for discovery, but search, email and reviews usually do more to turn interest into sales.
Which channel should I start with on a small budget?
Fix your store, then focus on email and SEO basics, which cost mostly time. Add paid ads once you can track sales and know your margins.
