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Digital Marketing Strategies for E-commerce: A 2025 Update

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Digital marketing for e-commerce changed a lot last year. More online stores are competing for customer attention than ever before – According to Shopify, Global e-commerce sales are projected to rise from $5.13 trillion in 2022 to $8.09 trillion by 2028.

But success in e-commerce isn’t about following every trend. Small business owners waste thousands of pounds chasing strategies that don’t work. What worked last year may be different to this year. Social media algorithms have changed. Email marketing rules shifted. SEO became more complex. And customers? They expect better experiences. Digital marketing for e-commerce has evolved significantly in recent years, and staying updated on these shifts is crucial for success.

The most successful online stores in 2025 share three traits:

  • They use data to make decisions, not guesses
  • They focus on customer experience across all channels
  • They adapt quickly to market changes

What separates thriving online stores from struggling ones isn’t just their products – it’s their approach to digital marketing. Are you meeting your customer’s expectations? 

Effective Digital Marketing Strategies for E-commerce in 2025

Digital marketing for e-commerce isn’t a single strategy; it’s a blend. Let’s break down how elements like personalised emails and checkout optimisations can transform an e-commerce operation.

1. Leverage Personalised Email Campaigns

Personalisation is a key element of digital marketing for e-commerce, helping brands create more meaningful connections with customers. Customising emails can revolutionise customer engagement. Personalised emails are 6 times more likely to make a sale than standard emails. More than 40% of consumers demand brands understand their style preferences, empowering businesses to build deeper connections through tailored content.

Segmentation is vital. Grouping audiences based on behaviour or preferences leads to more engagement. By segmenting, companies see better open rates and responses. Testing various subject lines can make a big difference, too. With a 26% increase in open rates from personalised subject lines, businesses can’t ignore this tactic. 

2. Optimise Checkout Process for Better Conversions

A simple checkout is essential. Reducing the steps can decrease cart abandonment. People want quick and hassle-free transactions. Offering varied payment methods caters to all preferences. This approach accommodates everyone, increasing sales opportunities.

Mobile checkout is critical, too. Smartphones are omnipresent, driving e-commerce traffic. Ensuring smooth mobile transactions impacts conversion. If a checkout isn’t mobile-friendly, expect drop-offs. 

Efficiency in checkout is not universally simple. What works seamlessly for one might confuse another. Yet, aiming for streamlined and intuitive steps generally wins. It’s essential to monitor and tweak for an optimal balance.

3. Engage in Data-Driven Advertising

Data-driven ads match buyer behaviour. Knowing what your audience wants enhances ad delivery. Targeting helps use budgets smartly, reaching potential buyers. 

Successful ad campaigns require precise data. It allows marketers to craft messages that resonate well. Learning how to use data effectively provides a competitive edge. 

In contrast, relying solely on analytics can overlook the human aspect. Analytics is a tool, not the whole strategy. Combining data insights with creative touches builds a robust marketing approach.

4. Embrace Video Content for Deeper Engagement

Videos captivate and engage. They tell stories quickly and compellingly. Leveraging platforms like TikTok and Instagram (reels) increases visibility. Short and impactful videos connect well, making complex products seem simple. Statistics show that videos can enhance conversion rates significantly. This is proven time and time again for brands using TikTok Shop. 

Crafting high-quality content is another key. Poor video quality or poorly structured videos can damage a brand rather than attract viewers. It’s crucial to balance creativity with quality.

Video offers depth but isn’t flawless. Producing videos can be resource-intensive, and not every concept translates well visually. However, the reach and impact of good videos often outweigh these challenges.

5. Implement Loyalty Programs to Retain Customers

Loyalty programs reward customers for repeated business. They can boost retention, driving continued engagement. Points, discounts, or exclusive offers motivate shoppers. Such programs have shown effectiveness in creating long-term relationships.

Creating a successful loyalty program involves understanding customer needs. Personalised offers that reflect buying habits resonate more. 

Look at Amazon’s Prime program, one of the most successful examples of customer loyalty in e-commerce. This membership program offers a range of perks, with fast one- or two-day shipping being the biggest draw for most customers. But the benefits don’t stop there—members also enjoy access to Amazon’s streaming service, early access to exclusive deals, and discounts with partner brands.

What makes Prime so effective? It’s not just the perks but how Amazon promotes them. The company consistently highlights convenience, speed, and exclusivity, making customers feel they’re getting real value despite the subscription cost. By prioritising customer experience through seamless deliveries and personalised recommendations, Amazon has set the gold standard for loyalty programs.

Digital marketing for e-commerce - Loyalty Program

SEO Tactics for E-commerce Growth

Enhance Product Descriptions with Keywords

SEO is an essential part of digital marketing for e-commerce, improving visibility and driving organic traffic to online stores.

Utilising the right keywords in product descriptions is a cornerstone of effective e-commerce SEO. With most online shoppers starting their searches on Google, integrating long-tail keywords into your product titles and descriptions is essential. Long-tail keywords help lower competition and increase conversion rates by capturing more specific customer intent. This means instead of just naming a product a “shoe,” a description could include “men’s waterproof hiking boots.”

Improve Site Speed and Mobile Optimisation

Site speed is crucial for user retention and conversions. According to Google, over half of website visitors (53%) leave if a mobile site takes more than three seconds to load. It becomes essential to compress images, utilise faster hosts, and remove lazy scripts to improve load times.

Build Backlinks for Enhanced Authority

Backlinks remain integral to SEO strategies by enhancing site authority. Backlinks are external links that point back to your site. Search engines consider sites with high-quality backlinks as trustworthy, which can improve rankings. However, the emphasis must be on quality, not mass quantity. Obtaining backlinks from reputable sites signals to search engines that your content is relevant.

One effective way to earn backlinks is through guest blogging on industry-related publications. Sharing expert insights or unique data can attract backlinks and improve visibility. Additionally, establishing partnerships with influencers or complementary brands can yield backlinks via collaborations or exclusive content sharing.

Local SEO for Geographic Expansion

Local SEO is a specialised strategy particularly beneficial for e-commerce businesses seeking regional visibility. Localised content on your site can increase relevance, offering specific regional promotions or accommodating language differences where appropriate. Geotargeting also enables ads to reach the right audience, amplified by reviews and ratings from local customers, which builds credibility.

Embrace Voice Search Optimisation

Voice search is on the rise, driven by virtual assistants like Alexa. Predictions indicate that voice search will constitute a significant portion of search volume by 2025. Optimising for voice search involves tailoring content to be conversational, targeting natural language questions users might ask their devices.

FAQs are a valuable tool for optimising voice search. Including questions and conversational phrases in your content aligns with how users speak to their devices. 

Social Media Strategies for E-commerce Success

Run Targeted Ad Campaigns

Run ads that get to the right people. Start by using lookalike audiences. These are people who have traits similar to those of your top buyers. This makes the ad spend hit where it matters. Platforms like Facebook and Instagram help you do this. Next, focus on retargeting users who abandoned their carts. This reminds them of what they left behind, boosting the chances of a purchase.

Analysing ad performance regularly is crucial. Tools like Meta Ads Manager and Google Analytics are essential. They help track clicks, conversion rates, and even ROI. This data shows what’s working and what’s not, allowing you to tweak your strategies for better results.

Engage with Your Audience through Stories

Stories on platforms like Instagram and Facebook are powerful. Start with interactive polls and quizzes. These tools create two-way communication. Viewers feel involved in your brand. They help gather valuable customer insights which tailor future marketing efforts. Behind-the-scenes content offers an authentic touch. Share glimpses of daily operations or team dynamics. It builds a strong connection with your audience and showcases the human side of your brand. After all, we’ve all seen the popular “A day in my life as a…” videos!

Many brands often communicate through Stories, including Kaiia the Label, Hair Syrup, and Treat Box. These brands regularly post on Stories, enhancing that sense of community and keeping their audience engaged.

Highlight user-generated content for enhanced social proof. When customers see others using and enjoying your products, it boosts trust. Encourage them to share their stories, and showcase their posts. This creates a sense of community and loyalty.

Create Compelling Visual Content

Visual content grabs attention quickly. Invest in high-quality images and videos. Platforms like TikTok, Pinterest and Instagram emphasise storytelling through visuals. Use vibrant photos and short videos. Ensure they align with your brand’s message while catering to your audience’s interests.

Infographics can also be helpful. They present information in an easy-to-digest manner. Tools like Canva make it easy to create stunning graphics even without a design background. Consistency is key — maintain a visual style that reflects your brand personality.

Just look at brands like Ru and Rocka—their Instagram grid is a perfect mix of static photos, carousels, and reels, creating a super polished and aesthetic feed. On the other hand, The Happy Newspaper goes all in on graphics, using bold, colourful designs that make their content instantly recognisable.

Then there’s Beauty of Joseon, a skincare brand that creates visually appealing videos on TikTok. Their content feels natural and authentic, especially when produced by influencers and TikTok creators. It’s proof that strong branding and great visuals can make all the difference in grabbing attention and keeping people hooked!

Utilise Influencer Partnerships

Influencers have a strong, loyal following. Collaborate with influencers relevant to your niche. They can introduce your brand to a broader audience. Start by identifying influencers aligning with your brand values and target audience. 

Negotiate terms for content production and engagement metrics. Ensure the partnership is mutually beneficial. Influencers provide authentic endorsements that boost credibility and engagement. Track campaign performance through detailed metrics like engagement rates and conversions. 

Take fashion brand Cernucci, for example—they regularly team up with lifestyle influencers like Lydia Butler to showcase their products. Similarly, nutrition brands like Bloom Nutrition have a well-planned influencer marketing strategy, collaborating with creators like @mayridts to reach and engage their audience.

@lydsbutler

Obessed with them all @Cernucci 🤍🐻‍❄️ ad

♬ original sound – Lydia Butler
@mayridts

She’s in her mini vlog era.. apparently 🎬🎀☁️ Greens are from @Bloom Nutrition (currently have a sale live with 30% off on Amazon from 29-31st!) bloompartner

♬ original sound – mayridts

Leverage Social Commerce Features

Social commerce is growing fast. Features like TikTok Shop turn social media into selling platforms. Set up a simple and user-friendly online store experience directly through these platforms. This reduces friction for customers, making purchases swift and seamless.

Cosmetic brands like SOLSKIN thrive on TikTok Shop, having sold over 11,000 products solely through the platform.

Evaluate transaction data to identify buying patterns. Use this information to optimise inventory and marketing strategies. It helps in understanding which products resonate with different audience segments. Consistently updating your social commerce strategy is crucial to adapting to evolving customer preferences.

Integrating SEO, Social Media, and Email

SEO, social media, and email marketing each have unique strengths. Bringing them together can create a powerful strategy. SEO ensures visibility when customers search online, directing traffic to your site. Optimising keywords in product descriptions and blog content can enhance search rankings and awareness.

Social media is about interaction. It provides a platform for direct engagement and can amplify your brand’s reach. Platforms like Instagram and TikTok are for storytelling and brand positioning. 

Email marketing may seem outdated, but it’s far from it. Direct communication through newsletters or personalised offers can maintain customer interest. If optimised correctly, emails can lead to repeat purchases. Service providers like HubSpot and Mailchimp offer tools to segment audiences and tailor content. When these channels are aligned, they provide a cohesive marketing strategy that engages at every step of the customer journey. 

Challenges in E-commerce Digital Marketing

Digital marketing in e-commerce isn’t without its hurdles. Competition is fierce, and with so many options available, standing out is crucial.

Content saturation is an issue. With countless brands online, capturing attention becomes harder. The key is to craft content that not only attracts but retains interest. Consumers expect creativity and authenticity. Content builds relationships, which then builds trust, and trust drives revenue. Building this trust is an ongoing effort.

Adapting to changing algorithms of search engines and social media platforms is necessary. These updates can impact visibility, making it essential for marketers to stay alert. Moreover, aligning digital strategies with evolving consumer preferences requires constant adjustment and learning. Balancing innovation with maintaining the brand message is challenging but necessary for sustained success.

Conclusion

Digital marketing for e-commerce changes fast, but the core stays the same: connect with customers and sell products they want. 

Email marketing keeps getting better with personalisation. SEO remains critical. Social media gives direct access to customers, while video content helps build genuine connections.

Start small. Pick one strategy from this guide and implement it. Test email subject lines, improve one product description or create a short video ad. Track the results. Adjust based on what you learn.

Success in e-commerce digital marketing comes from constant minor improvements. Each step builds on the last. Your customers will notice the difference, and your sales numbers will reflect it.

Looking for someone to handle it all for you? Get in touch with Hummingbird today to schedule a free initial consultation.

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