What is Digital Marketing in E-commerce? Channels, Platforms, and Benefits

What is Digital Marketing in E-commerce

Table of Contents

An e-commerce business without a digital marketing strategy is like closing the entrance door and waiting for people to show up.

Digital marketing is what sells your online business. In fact, e-commerce begins at the last step of digital marketing. 

That’s how intertwined e-commerce is with digital marketing.

Let’s explore digital marketing in e-commerce in detail.

Keep reading.

E-commerce Digital Marketing

E-commerce digital marketing is the process of utilizing different digital marketing channels to attract people to your e-commerce store.

It includes building brand awareness, reaching out to your target audience, selling your products and services, and retaining them. 

For this, e-commerce businesses adopt several specific strategies and use multiple channels to get the attention of their target audience. 

Difference Between Digital Marketing and E-commerce

Let’s check the difference between the two:

Why Do You Need Digital Marketing For Your E-commerce Store?

Although there is a significant boom in online shopping rewarding the e-commerce industry, simply opening an e-commerce store is not enough. If people should buy from you, your product and its relevance should speak for itself.

Therefore, you need digital marketing in e-commerce to stand out in the online world.

Importance of E-commerce Marketing

Here is why you must invest in digital marketing for your e-commerce business:


Unlike traditional marketing methods like print media that drain your pocket, digital marketing, on the other hand, is extremely cost-effective. So, there is a guarantee for ROI. 

Moreover, you can analyze all your marketing efforts easily and ensure you are not spending on channels that don’t bring in any value. 

Improved Targeting

You can target the right audience with advanced data analytics. Easily resonate with your target audience and motivate them to take the desired action through improved targeting.

Once you set the ideal buyer persona, precisely target them by analyzing social media demographics, segmentation, and personalization. This is not possible with traditional marketing methods. 

Boost Brand Awareness

Reaching the global market is more than easy with digital marketing. You don’t need to spend millions to create brand awareness anymore. 

With proper targeting, connect with your audience anywhere across the globe. 

Exponential Reach

Digital marketing is not limited by any geographical constraints. When compared to traditional marketing channels, you can easily advertise and reach a vast customer base with little expense.

You can analyze the results of your campaigns and their interaction with your target audience, tackle any issues, and get the desired results faster.

Easy To Analyze

With analytics tools, easily measure and track your performance. A data-driven analysis not only helps you get the results of your campaigns but also gives you valuable insights into customer behavior, engagement, and flaws in your marketing tactics.

Analyze and adapt according to the real-time performance of your campaigns and maximize your ROI.


The most important benefit of digital marketing in e-commerce is the ability to personalize and interact with your audience. With segmentation and personalization tools, reach your customer base to foster loyal connections.

When you are giving exactly what your audience wants, chances are they will come back to you for more.

Real-Time Engagement

Interact with your customers right when they are interested in making a purchase or want to know more about your product or services. This helps you convert more potential buyers and encourage them to make a purchase.

Build Brand Loyalty

A laser-focused digital marketing strategy can bring in more customers and retain them. Once you have built the relevant credibility and authority in your niche through various marketing strategies, build brand loyalty with a personalized approach.


Another advantage of digital marketing is the flexibility it offers to adapt and modify according to customer feedback. Whether it’s a new social media trend or a shift in consumer preferences, you can adjust your strategy to stay ahead of the curve and maintain a competitive edge.

Types of E-commerce Business Models

Before we dive into the various channels and platforms for digital marketing in e-commerce, let’s understand the major 4 types of e-commerce business models in detail:

Business-To-Consumer B2C

This is the most common model, where businesses sell products or services directly to individual consumers. This can be an online retail shop selling clothes directly to customers or a software provider selling it through their website.

Business-To-Business B2B

In this model, businesses sell products or services to other businesses.  This could involve manufacturers selling wholesale goods to distributors or software companies offering subscription services to other businesses.

Consumer-To-Business C2B

This flips the traditional B2C model on its head. Here, consumers offer their skills or services to businesses.  Freelance platforms like Upwork or Fiverr are prime examples, where individuals can find freelance work from businesses looking for specific skills.

Consumer-To-Consumer C2C

This model facilitates transactions between individual consumers. Online marketplaces like eBay or Etsy allow people to sell their used goods or handcrafted items to other consumers.

Channels of E-Commerce Digital Marketing

Now, let’s learn about the different channels in digital marketing through which you can reach your potential buyers:

Search Engine Optimization

Search Engine Optimization (SEO) is the most organic way of reaching your audience. For this, you have to optimize your website content and structure to rank higher in search engine results pages (SERPs). 

SEO ensures your website appears prominently when users search for products or services related to your offerings, driving organic traffic. 

Although SEO requires ample time investment and resources, this marketing channel assures high ROI.

Content Marketing

Place yourself as a top voice in your niche by creating valuable and informative content through blog posts, videos, and infographics to attract and engage your target audience. 

This establishes you as an authority in your field and positions you for thought leadership.

Social Media Marketing

Most social media platforms offer robust advertising options. Based on customer data that includes their demographics, interests, and online behavior, effectively motivate them to get desirable results. 

With social media marketing, you are not limited to formats either. Utilize compelling visuals and clear calls to action to capture attention and drive conversions.

Nevertheless, social media is a great place for your e-commerce digital marketing. 

Performance Marketing

If you are looking for a marketing strategy that demands payment for only the results it makes, performance marketing is the one for you. It involves affiliate marketing, influencer marketing, native advertising, and so on. 

This channel guarantees returns for every penny spent.

Email Marketing

E-commerce marketing channels can use email marketing to boost conversions and increase brand awareness. As emails are more intimate and private, utilizing this channel assures greater returns and builds your brand.

Directly communicate with your audience who are already interested in buying from you. This consent-based marketing channel is cost-effective as well.

Popular E-commerce Platforms

If you are planning to build an e-commerce business, here are some of the popular platforms that you can consider:


Shopify is a popular all-in-one e-commerce platform that offers a user-friendly interface and a wide range of features, including website hosting, product management, shopping cart functionality, and payment processing. 

Also, it has a large app store where businesses can find additional features and functionality.


BigCommerce is another popular e-commerce platform that offers a robust set of features for businesses of all sizes. It is known for its scalability and ability to handle large product catalogs and high sales volumes.


WooCommerce is an open-source e-commerce plugin for WordPress. If your e-commerce business is already using WordPress, you can consider this platform.

Though it is a powerful and flexible platform, it can be more complex to set up and use than some of the other platforms on this list.


Wix is an intuitive website-building platform. This is a good option for businesses that are looking for a simple and easy-to-use platform to create an online store. 

However, Wix does not offer as many features as some of the other platforms on this list.


Squarespace is another website builder that offers e-commerce functionality. Squarespace is similar to Wix in that it is a good option for businesses that are looking for a simple and easy-to-use platform. 

However, Squarespace also does not offer as many features as some of the other platforms on this list.

Key Takeaways

It is quite mandatory to implement digital marketing in e-commerce to get the best results. E-commerce marketing is cost-effective, promises returns, and easily boosts brand awareness. 

You are losing out on a great opportunity to interact and prompt a vast audience without a strategic digital marketing approach.
To have a better understanding of e-commerce digital marketing, check out our course now.

Founder of Haris&co | HACA | + posts

He is Kerala's favourite digital marketer with a strength of 100+ team members and 100+ clients from Asia and the middle east.

Cross-functional experience in Paid Advertising, Content Marketing, CRO, Social media Marketing, Automation & E-commerce.

Also Featured in TEDx, The New Indian Express , Malayala Manorama, Startup Story Media, Josh talks, and more.

One Response

  1. It’s not often that we come across content that really resonates with us, but this one is a standout. From the writing to the visuals, everything is simply wonderful.

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