You could have the best products and the most beautiful website, but without a solid eCommerce marketing strategy, you’re basically invisible.
The good news? You don’t need a massive budget or a marketing degree to get customers. You just need the right strategies implemented consistently.
This guide will walk you through proven marketing strategies for ecommerce that actually work for new stores. These aren’t complicated tactics that require expensive agencies, rather, they’re practical approaches you can start using today to drive traffic, build your audience, and make sales.
Why New eCommerce Stores Need a Different Marketing Approach
Before we dive into specific tactics, let’s be clear: what works for Amazon or established brands won’t work the same way for you when you’re first starting out, because you’re dealing with:
- Zero brand recognition
- Limited marketing budget
- No customer reviews or social proof
- Competing against established players
Your ecommerce marketing strategy needs to focus on building awareness quickly while working within tight budget constraints. The strategies below are specifically chosen because they deliver results for new stores without requiring huge investments.
1. Start With Email Marketing
Email marketing might sound old-school, but it’s still the highest ROI channel for ecommerce and marketing strategy. For every $1 spent, email marketing returns an average of $36. No other channel comes close.
Why email works for new stores:
Email gives you direct access to potential customers without paying for ads every time you want to reach them. Once someone joins your list, you can market to them repeatedly at almost zero cost.
How to build your email list from zero:
- Create a compelling lead magnet: Offer 10-15% off first purchases, free shipping, or a downloadable guide related to your products
- Add popup forms strategically: Use exit-intent popups that appear when someone’s about to leave your site
- Require email at checkout: Even if someone doesn’t buy, capture their email when they create an account
- Run giveaway contests: Partner with complementary brands to reach new audiences
Email marketing strategies that convert:
Once you have subscribers, send these automated sequences:
- Welcome series (3-5 emails introducing your brand and bestsellers)
- Cart abandonment emails (recover 10-15% of lost sales)
- Post-purchase follow-ups (request reviews and encourage repeat purchases)
- Re-engagement campaigns (win back inactive subscribers)
2. Leverage Social Media Marketing
Social media is a vital ecommerce marketing strategy, it’s where you build community, showcase products, and drive traffic without spending on ads initially.
Choosing the right platforms:
Don’t try to be everywhere. Pick 1-2 platforms where your target customers actually spend time:
- Instagram: Fashion, beauty, home decor, lifestyle products
- TikTok: Younger audiences, trending products, viral potential
- Facebook: Older demographics, niche communities, targeted ads
- Pinterest: Home goods, DIY, wedding, food, fashion
Content that drives sales:
Your social media content should educate, entertain, and inspire, not just sell. Try these ecommerce marketing tactics:
- Behind-the-scenes content showing how products are made
- Customer testimonials and user-generated content
- Educational posts solving problems your products address
- Product demonstrations and styling tips
- Interactive content like polls, quizzes, and Q&As
Aim for 3-5 posts per week rather than posting sporadically. Use free scheduling tools like Later or Buffer to plan content in advance.
3. Invest in Search Engine Optimization
SEO might not deliver immediate results, but it’s one of the most sustainable marketing strategies in ecommerce for long-term growth. Unlike paid ads that stop working when you stop paying, SEO keeps bringing traffic months and years later.
SEO basics for new stores:
- Optimize product pages: Use descriptive titles, detailed product descriptions with keywords, high-quality images with alt text, and customer reviews
- Start a blog: Write helpful content answering questions your customers ask (exactly like you’re reading now)
- Target long-tail keywords: Instead of “running shoes,” target “best running shoes for flat feet beginners”
- Improve site speed: Slow websites lose customers. Use tools like Google PageSpeed Insights to identify issues
- Get backlinks: Reach out to bloggers and publications in your niche for features or guest posts
Local SEO for regional stores:
If you serve specific areas, claim your Google Business Profile and optimize for “near me” searches. This can drive significant local traffic.
4. Run Strategic Paid Advertising Campaigns
Paid ads give you immediate visibility while your organic marketing builds momentum. The key is starting small and scaling what works.
Best ecommerce advertising channels for beginners:
- Facebook/Instagram Ads: Excellent targeting options, visual format perfect for products, start with $10-20/day
- Google Shopping Ads: Capture high-intent searchers actively looking for products like yours
- TikTok Ads: Lower costs currently, great for reaching younger demographics with creative content
- Pinterest Ads: Often overlooked but highly effective for visual products with purchase intent
Smart advertising approach:
Don’t blow your budget on ads immediately. Start with these steps:
- Run small test campaigns ($50-100 total) across 2-3 platforms
- Track which platform delivers the lowest cost per purchase
- Double down on the winner while pausing underperformers
- Continuously test ad creative, audiences, and messaging
5. Build Social Proof Through Reviews and User-Generated Content
Nobody wants to be the first customer. New stores struggle because they lack the trust signals established brands have built over years.
How to generate social proof quickly:
- Offer first products at discount for honest reviews: Reach out to your network or use platforms like Product Hunt
- Make leaving reviews easy: Send automated review request emails 7-10 days after delivery
- Incentivize reviews: Offer discount codes or loyalty points for verified reviews
- Display reviews prominently: Use apps like Judge.me or Loox to showcase reviews on product pages
Leverage user-generated content:
Encourage customers to share photos using your products on social media. Create a branded hashtag and feature the best content on your own channels. This provides authentic proof that real people love your products.
6. Implement Content Marketing That Educates and Sells
Content marketing means creating valuable content that attracts your target audience while subtly promoting your products.
Content types that work for ecommerce:
- How-to guides: “How to Style Oversized Sweaters for Every Season” (if you sell clothing)
- Comparison articles: “Memory Foam vs. Latex Pillows: Which is Right for You?” (if you sell bedding)
- Gift guides: “25 Unique Gifts for Coffee Lovers Under $50” (featuring your products)
- Product care tips: “How to Make Your Leather Bag Last 10+ Years” (builds trust and showcases expertise)
Distribution channels:
- Your blog (owned media)
- Guest posts on relevant websites (earned media)
- Email newsletters (owned media)
- Social media snippets (owned and social media)
Content marketing is an all-in-one ecommerce marketing strategy because it works for multiple goals simultaneously: SEO, email list building, social media engagement, and establishing authority in your niche.
7. Partner With Influencers and Affiliates
You don’t need celebrity endorsements to leverage influencer marketing. Micro-influencers (1,000-100,000 followers) often deliver better ROI for new stores because they have highly engaged niche audiences.
Finding the right influencers:
- Search hashtags related to your niche on Instagram and TikTok
- Look at who your competitors’ customers follow
- Use influencer platforms like AspireIQ or Upfluence (or start with direct outreach)
Collaboration approaches:
- Gifting: Send free products in exchange for honest reviews
- Paid posts: Negotiate flat fees for sponsored content
- Affiliate partnerships: Offer commission on sales they generate (typically 10-20%)
- Discount codes: Give influencers unique codes to share with followers
8. Optimize Your Conversion Rate
The best ecommerce marketing strategy means nothing if your website doesn’t convert visitors into customers. Therefore, small improvements in conversion rate can dramatically multiply your marketing results.
Quick conversion wins:
- Simplify navigation: Make it easy to find products and checkout
- Add live chat to answer questions in real-time during the buying process
- Show shipping costs early: Hidden fees cause 48% of cart abandonments
- Optimize for mobile: Over 60% of ecommerce traffic is mobile
- Display trust badges: Security seals, money-back guarantees, and return policies reduce anxiety
A/B test everything: Test product page layouts, button colors, headlines, and images. Even small changes can increase conversions by 10-30%.
9. Create a Referral Program (Turn Customers Into Marketers)
Your existing customers are your best marketers. Referral programs incentivize them to spread the word.
Simple referral structure:
Offer both the referrer and the new customer a reward:
- “Give $10, Get $10” discounts
- “Refer 3 friends, get a free product”
- Points-based systems through loyalty apps
Promotion strategy: Announce your referral program via email, on order confirmation pages, in package inserts, and on social media. Make sharing easy with pre-written messages and one-click sharing options.
10. Track, Measure, and Adjust Your Strategy
You can’t improve what you don’t measure. Tracking your marketing strategies for ecommerce helps you double down on what works and cut what doesn’t.
Essential metrics to monitor:
- Traffic sources: Where are visitors coming from?
- Conversion rate: What percentage of visitors buy?
- Customer acquisition cost (CAC): How much do you spend to gain each customer?
- Average order value (AOV): How much do customers spend per order?
- Customer lifetime value (CLV): How much does each customer spend over time?
- Return on ad spend (ROAS): How much revenue does each ad dollar generate?
Tools you need: Google Analytics (free) tracks website behavior, your ecommerce platform’s analytics show sales data, and email platforms track campaign performance.
Common Marketing Mistakes New Stores Make
Avoid these pitfalls that waste time and money:
- Trying every platform at once: Master 2-3 channels before expanding
- Neglecting email: It’s still your highest ROI channel
- Ignoring mobile optimization: Most traffic is mobile
- Expecting overnight results: Marketing compounds over time
- Not tracking ROI: You’re flying blind without data
- Copying competitors blindly: What works for them might not work for you
Frequently Asked Questions
What is the best eCommerce marketing strategy for beginners?
Email marketing combined with social media presence offers the best starting point for new ecommerce stores. These channels cost little to nothing initially, allow you to build owned audiences, and deliver measurable ROI. Start with one email sequence and consistent posting on 1-2 social platforms before expanding to paid advertising.
How much should I spend on eCommerce advertising as a new store?
Start with $50-100 monthly for testing across 2-3 ad platforms (Facebook, Google, TikTok). Allocate 70% to the best-performing platform once you identify it. As you generate revenue, aim for a customer acquisition cost that’s 30% or less of customer lifetime value to ensure profitability.
How long does it take for eCommerce marketing strategies to show results?
Paid advertising can show results within days, while organic strategies like SEO and content marketing typically take 3-6 months to gain traction. Email marketing shows results within weeks. The most successful stores use a mix of quick-win tactics (ads, email) and long-term strategies (SEO, content) working together.
What are the most important eCommerce marketing tactics for increasing sales?
Email marketing (especially abandoned cart sequences), retargeting ads, social proof through reviews, conversion rate optimization, and strategic use of urgency/scarcity drive the most immediate sales increases. Focus on getting these fundamentals right before exploring advanced tactics like influencer partnerships or complex automation.
Conclusion
Marketing a new online store doesn’t require genius-level creativity or unlimited budgets. It requires consistency, testing, and learning what resonates with your specific audience.
Start with the basics: build your email list, show up consistently on social media, optimize your website for conversions, and test small paid campaigns. Track everything, double down on what works, and cut what doesn’t.
Ready to build your online store the right way from day one? Shopinbos provides everything first-time ecommerce sellers need, from choosing platforms to implementing marketing strategies that actually work. Visit Shopinbos for beginner-friendly guides, honest platform comparisons, and step-by-step tutorials designed specifically for people starting their first online store.
Your marketing journey starts with the first email, the first post, the first ad. Now you know exactly what to do. It’s time to get started!