What is E-commerce?

E-commerce (or online shopping) is when people buy and sell products or services on the internet. You can sell on:

  • Your own website
  • Big marketplaces like Amazon, Shopee, or Lazada
  • Social media (Instagram, TikTok, Facebook, etc.)

What is E-commerce Marketing?

E-commerce marketing is everything you do online to:

  1. Get new customers to visit your store
  2. Keep old customers coming back to buy again

It uses many digital tools that businesses have used for years, plus some new ones.

Most Popular E-commerce Marketing Channels

  1. Social Media Marketing (SMM) Using Instagram, TikTok, Facebook, Twitter (X), etc. to promote products. Popular ways:

    • Posting photos and videos
    • Going live
    • Stories and Reels
    • Shoppable posts (customers can tap the picture and buy immediately without leaving the app)

    Example: World Market puts price tags on their Instagram photos so people can buy the furniture right from the post.

    Why it’s great: Almost everyone is on social media, so you can reach kids, teens, parents, and grandparents.

  2. Content Marketing Creating helpful or fun content so people like and trust your brand. Examples of content:

    • Blog posts (“10 Cute Outfits for School”)
    • YouTube or TikTok videos
    • Instagram Reels
    • Podcasts
    • Photos with tips

    Good content makes people think “I want to buy from this shop!”

  3. SEO (Search Engine Optimization) Making sure your website or products show up when people search on Google. Example: If someone searches “best wireless earphones under $50,” you want your product to appear on the first page.

  4. Pay-Per-Click Ads (PPC) You pay for ads on Google, YouTube, Instagram, etc. You only pay when someone clicks the ad.

  5. Email Marketing Sending emails to people who gave you their email address (newsletter sign-ups, past customers). Common emails:

    • “20% off your next order”
    • “Your favorite item is back in stock!”
    • Birthday coupons

  6. Video Advertising Short ads on YouTube, TikTok, Instagram Reels, or Facebook.

  7. Affiliate Marketing Other people (bloggers, YouTubers, TikTokers) promote your product and get a small commission when someone buys using their special link.

Easy E-commerce Marketing Tips You Can Actually Use

  • Send emails to your customers – it’s one of the cheapest and most effective ways.
  • Ask happy customers to post photos or reviews (user-generated content) – people trust real customers more than ads.
  • Personalize everything – use the customer’s name in emails, recommend products they might like.
  • Check what products people are searching for (use Google Trends or TikTok search) so you sell things they actually want.
  • Start a points or loyalty program (“Buy 10 coffees, get 1 free” style, but for clothes, gadgets, etc.).
  • Add a live chat button on your website so customers can ask questions instantly.
  • Use retargeting ads – if someone visited your website but didn’t buy, show them ads later on Instagram or Facebook to remind them.

Conclusion

The goal of every online shop is to make sales and keep customers happy. Today there are so many shops online, so a boring old marketing plan won’t work anymore. You need to use a mix of social media, good content, emails, and smart ads – and always give customers a great experience.