To say the past few years have been ones of constant change would be an understatement. As a business owner, changing your eCommerce marketing strategy can be your best friend or your worst enemy.

Don’t let ineffective strategies hinder your business’s growth. The most important thing you can do to ensure it’s the former is to stay in touch with these shifts and ensure your business is prepared.

  • In this post, we will discuss the following:
  • Search Engine Marketing (SEO and Search Ads)
  • Changing Shopper Behavior
  • The Move From 3rd Party to 1st Party Data
  • New Players in eCommerce Marketplaces

ecommerce marketing strategy

1. Search Engine Marketing

“SEM” is a term that includes both SEO and Paid Ads on search engines.

Quick Facts

Search Ads

  • Ads are slowly taking up more and more space on results pages, with up to four ads showing above Google search results.
  • Google is encouraging all businesses to create free shopping listings as part of a plan: future marketplace = more ad spend.
  • ROI is getting more challenging to achieve without an advanced strategy


  • Helpful Content is Google’s most recent algorithmic update
  • User experience is still a more recent important ranking factor
  • Mobile is becoming more and more integral, with over half of online searches happening on a mobile device

SEO and content marketing strategy for eCommerce should be your long game, and search ads should be your short game. Then, you should use PPC to fill in the gaps in your organic rankings.

2. Changing Shopper Behavior

Quick Facts

  • The average session duration for eCommerce websites is 2:41
  • A reasonable conversion rate for eCom websites is typically around 2.5-3%
  • 88% of visitors are unlikely to return after a poor website experience

What’s Changing In Shopper Behavior?

In 2023, economic worry and other factors led to longer consideration times than ever.

Your business should consider these longer consideration times and invest more time and effort in the stages between awareness and conversion.

Typically, this includes effective eCommerce marketing strategies, re-targeting, and lead capture tools.

3. The Move From 3rd Party To 1st Party Data

3rd party data is the data that platforms like Google and Facebook (Meta) have relied on to power their ad services. These platforms collect user data and charge advertisers a premium to utilize it with targeted ads.

First-party data is data you have gathered, and your business utilizes, such as your email list and strategies like lead scoring and customer surveys.

What’s Changing In The Data Gathering World?

You may have noticed the ROI on eCommerce marketing strategies and social media advertising falling in the last year. This is mainly because technology companies allow users to opt out of tracking functionalities.

While Apple has blocked third-party cookies on its browsers and added an opt-in feature to mobile app tracking, Google has announced it will end third-party cookies by 2024. With mass data gathering being banned, 1st party data will be invaluable.

What Should You Do About It?

Gather and utilize more of your data. The point above about reaching customers during the consideration phase ties back to this.

Invest more in effective eCommerce marketing strategies that do not use third-party data (SEO, content marketing, email marketing) so that you can wean off of targeted ads.

4. New Players In eCommerce Marketplaces

In 2022, Amazon made up 38% of all eCommerce sales.

Google and Meta are fighting to be the next top eCommerce marketplace. While Google has vowed never to charge a percentage of transactions (like Amazon and Meta do), they plan to make their money through ad spend.

Meta has had some stumbles with the launch of their in-platform eCommerce features, but don’t expect them to give up that easily. They are banking on a digital marketing strategy for eCommerce to replace their lost ad spend revenue.

What Can You Do About It?

It’s important not to invest all your marketing dollars in one marketplace. Investing in your channels is crucial so you aren’t at the mercy of several platforms and their shifting priorities.

Putting All Of Your Eggs In The Amazon Basket

It can feel challenging to stay ahead of the ever-evolving eCommerce landscape. Still, you’ll be well on your way with a smart, well-aligned digital marketing strategy. But we’ve only scratched the surface in this post!

For even more valuable insights and actionable tips for realigning your eCommerce digital marketing strategy, see how we drive results for our clients, and schedule a free consultation with us.

ecommerce marketing strategy

Let Clicta Digital Help

Clicta Digital is here to help. We specialize in crafting comprehensive, data-driven eCommerce marketing strategies tailored to your business goals and target audience.

Our team of experts will thoroughly analyze your current marketing efforts, identify areas for improvement, and develop a customized roadmap to drive traffic, boost conversions, and maximize your return on investment.

Don’t let another day go by with a subpar marketing strategy. Contact Clicta Digital today for a free consultation, and let us show you how we can transform your eCommerce business.

Let’s work together to achieve your online goals and advance your business with the best eCommerce marketing strategy.