E-commerce Marketing

E-commerce marketing pulls the channels that grow an online store into a single plan: search, ads, email and the shop itself. Run separately they leak; run together each one makes the others cheaper. Every recommendation I make is tied back to revenue, because traffic that does not sell is not a result.

The order matters

Most stores come to me wanting more traffic, and most stores actually need conversion and retention fixed first. Sending paid clicks into a shop with slow pages, thin product descriptions and a leaky checkout is renting a bucket with holes in it. So I start where the compounding is: product pages that answer real buying questions, checkout friction removed, and email flows that catch the people who nearly bought.

Then the acquisition mix

Google Shopping and Performance Max for buyers who already know what they want; SEO on product and category pages for demand that renews itself; Meta for discovery and, above all, retargeting. The split depends on your margins and your market, not on a template. I work with Shopify, WooCommerce and most UK platforms, and I have run my own products' stores, so the advice has been paid for with my own money first.

Email is the margin channel

Welcome, abandoned-cart, post-purchase and win-back flows routinely produce some of the cheapest revenue a store earns, because the audience already chose you once. If your list is sitting unused, that is usually the fastest win in the whole plan.

Judged on the only number that counts

Reporting leads with revenue and return on spend by channel, tracked properly through GA4 and the platforms' own tools, deduplicated so nothing is counted twice. You will know which channel paid, which did not, and where next month's budget goes. Rolling monthly, cancel anytime, and your accounts stay yours.