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Live shopping marks the start of a new chapter in eCommerce. Combining technology with social media and the former days of at-home shopping, this is a powerful channel for brands. Linking an online livestream with your eCommerce store, live shopping allows viewers to watch and shop at the same time. 

How exactly this channel will develop remains to be seen. But as keen eCommerce specialists, we wanted to explore the topic further.

how live shopping has made a modern-day comeback.

seven tips to help you get started with live shopping. 


In the late 70s and early to mid-80s, live shopping networks like QVC and Home Shopping Channel made their first appearance on TVs around the world. These free-to-air channels often sold home goods, fashion and beauty products. 

It’s not uncommon for past trends to make a comeback and live shopping is no different. Fast forward a few decades and a modern twist to this way to shop has emerged. 

Today, live shopping - or livestream shopping - has digitized the home shopping experience through apps, websites and social media channels. Brought into the modern age, businesses can now promote, sell and provide real-time communication, reviews and recommendations on products all in one place. 

Dan Conboy, Managing Director at Statement, shared his thoughts: “Any innovation always needs to be carefully considered as to how it can be incorporated into a brand. But with the right approach, live shopping has the potential to add value in terms of brand awareness, customer service and, ultimately, growth in orders.”

 Live commerce is an immersive shopping experience that aims to keep viewers engaged for longer and encourage them to buy. In some cases, it can also fast track the full shopping journey from awareness all the way through to purchase in a matter of minutes. Designed to create a connection with your audience, live shopping can greatly reduce cart abandonment rates while increasing the number of returning customers. 


 As an emerging sales channel, when done well, live shopping can increase your brand’s competitive edge by distinguishing you from competitors. It’s capable of strengthening engagement with your existing customers and attracting new shoppers through different channels.


 Live shopping gives you chance to engage with your shoppers in a different environment. Tuning into a livestream from a favourite brand is a great way to offer viewers product tutorials such as showing clothing on a live model or answering common questions as well as providing exclusive discounts, product recommendations and reviews. 


 Much like celebrity endorsements in the early days of live shopping, a publicly known figure is a great way to develop trust with viewers. Today, those figures are influencers. If your live shopping stream is hosted or advertised by an online influencer or celebrity your audience already trust, you’re more likely to see increased engagement and conversion rates. Influencers also help to build that 

 that has become so important in today’s eCommerce world.


In a society that has experienced rolling restrictions, live shopping is an experience that closely resembles in-person shopping but with the added comfort of your own surroundings. Live shopping removes the barrier between customers and brands that can occur in typical online purchasing. Viewers can watch on as people try on products and share insight in real-time with the forum to comment, ask questions or share their interests. These interactions can help build trust with your audience, helping them feel valued, heard, and part of a bigger experience. 

You’ll need to carefully consider how you approach live shopping to get the most out of this tactic. It’s best to try low-risk options first before evolving your capabilities as you learn what works for you and your audience.

To support you in getting started, we share insight into seven important elements to consider:

The host can make or break your live shopping experience. Businesses usually use one or two people to host the event, introduce the products and interact with the audience to trigger sales. Questions like the below will help you make the right choice for your brand:

who is the ideal person to host your brand publicly?

do you have an inspirational founder you could use?

could you partner with a presenter or influencer?

who is capable of representing your brand in a live forum?



The right host can make a notable difference to the success of your livestream. If you choose to partner with a known influencer who will appeal to your fan base, advertising this before the live shopping stream will encourage your audience to sign up and get involved.

Think about when the best time would be to host your event. Make sure this fits in with the lifestyles of your audience by considering who they are and where they are based.

Look at your data to help you make a more informed decision, analyse the peak shopping times of your users and when they’re on social media engaging with your other content.

Live shopping can be centred around many formats. It’s worth trying a few different ones to figure out what works well for your brand and your products as well as what your audience engages best with. Examples include but aren’t limited to:  

tutorials: These work well for makeup demonstrations, to show a product in action or inform the viewer how to get the most out of the product. Tutorials are also effective at showing the audience a specific product while also suggesting how it can be combined with other products to open up cross-sell opportunities. 

interviews: Interview formats with an influencer or relevant person can feel more personal, authentic and genuine. While they may not suit every brand or product, they can be effective for product launches, building awareness and driving traffic. 

behind the scenes: Live shopping experiences that offer an inside story into a product or business can help build trust with your audience. For example, 

a fashion retailer with a strong sustainability mission

 may be able to better showcase their supply chain and environmental awareness through a live event. 


Why will people want to tune into your event? As with all areas of eCommerce, rarely can you simply launch a product or event and expect shoppers to come running. There should be an evident benefit to the viewer for tuning into the livestream such as a VIP or limited time offer or insight into a new product. Call to actions like these help to create urgency, encouraging people to buy now. 

Consider how you are going to host your live shopping stream. Will it be linked to your eCommerce store? Are you running it on a social channel – if so, have you considered which one? Can it be run through your platform or a supporting app? 

Social networks such as Instagram, Facebook and TikTok now offer ways to run live shopping events via their platforms. Through integration with eCommerce platforms such as 

, you can directly link to your eCommerce and generate new revenue opportunities.

For example, several apps link to Shopify including 

. It’s always worth reading the reviews, speaking with the platforms themselves or your web agency to find out more as each offers different features – some that may be more useful to your business than others. 

We recommend leaving time to run a test event before the real thing. This could be done with your team or an external group to see how the event runs and ensure everything works as expected such as filming, sound, apps and technology. 

Although you don’t want anything major to go wrong during a live shopping event and it’s important to be prepared, this channel is an authentic one and as such, audiences naturally expect and often favour genuine interaction. 

We would advise testing the waters by focusing your first livestream on no more than five products or one range. Additionally, rely on the technology of just one social media channel or marketplace as not to increase the risk of something going wrong. 

Don’t let all the effort of putting your live shopping event in place go to waste. Use the data you have collated for those who have registered and/or attended to request feedback and follow up with relevant offers or future event promotions.

It’s also worth tracking livestream performance to gather insights into who tuned in, content, products, formats, hosts and timing so impactful changes can be made for the next event. Speak to your customers, ask them what they liked and disliked, what they want to see next time, review comments on social and, of course, review sales data. 

From what we’ve observed so far, we’re expecting to see live shopping become a prominent sales channel that will continue to develop:

 Big-name influencers and celebrities are expensive to hire and might not always make good hosts. Using influencers with a smaller but dedicated following can create better engagement and connection with your audiences at a lower cost. 

 As live commerce increases its reach, more traditional industries such as healthcare, engineering, finance, and maybe even B2B sectors are likely to test the waters.

As technology continues to evolve such as augmented reality (AR) and virtual reality (VR), new formats are likely to emerge to make the shopping experience even more immersive. Eventually, shoppers might even be able to have virtual face-to-face conversations with a brand just as if they were in a store.

eCommerce shopping is fast and convenient, but the lack of human interaction is often missed. Live shopping provides a needed dose of human connection to a digital buying experience that can sometimes feel robotic. What’s clear is that live shopping holds enormous potential for brands and eCommerce platforms alike. Like many other new customer behaviours and technologies, live shopping is likely to become a crucial part of the buying experience for many brands. 

As an eCommerce agency founded by an eCommerce business, we always keep one finger on the pulse of the digital world and how it’s developing. If live shopping is something you want to know more about or whether it could be a worthwhile tactic for your business, don’t hesitate to get in touch with our team of 

transforming ecommerce with live shopping. 

Consumers and businesses alike are becoming more interested in making environmentally friendly choices. But how to become a sustainable eCommerce brand isn’t always clear. What do consumers genuinely care about? Are they truly paying more attention to sustainability? What can you do as a business to ensure you’re both sustainable and profitable? 

Momentum has been building for some time for brands to exist with a purpose greater than making money. An expectation has grown to bring value to consumers in ways beyond simply offering the product or service they want. 

So, what has caused these changes and how can businesses meet the growing demand for sustainable eCommerce? 

what exactly we mean when we talk about sustainability

the ins and outs of sustainable ecommerce

how some brands have made their ecommerce offering more sustainable 

There’s a worldwide concern for the future of our planet and the responsibility falls with every one of us to do our bit. 

Retail is undergoing a transition. eCommerce has opened new sales channels and new opportunities to engage shoppers, a trend that COVID has only accelerated. While the fast uptake in eCommerce has led to some huge conveniences, it’s also responsible for huge environmental impact. We’ve soon recognised that modern-day factors such as single-use plastic packaging and speedy shipping times are simply not sustainable. 

This has led to greater demand for sustainability, particularly in eCommerce, with growing consumer desire for sustainable eCommerce is putting pressure on brands. In an episode of the 

, McKinsey partner, Sebastian Gatze said: 

“One out of four consumers say they are planning to focus more on environmental issues and will pay more attention to social aspects in their shopping behaviour.”

Sustainability means doing something in a way that doesn’t deplete natural resources and supports long-term, global balance. It’s about balancing the needs of the present without compromising the needs of the future.

Another buzz word or so much more than that? Sustainability has been openly discussed by shoppers and brands over recent years. But it’s about more than just being environmentally friendly. It’s also about how a business can be sustained. 

When it comes to eCommerce, the main concerns are how online purchases are packaged, delivered and returned to the retailer. Each of these add to cost, time, materials and greenhouse gas emissions. 

Alongside these, there are also other areas to consider:

 Our disposable nature has made it easy for us to disregard products as fast as we buy them. A commonly discussed sustainability challenge is the fast fashion culture that this mindset has created. 

Cheap clothing produced quickly and sold in large quantities – there’s no wonder this business model is having profound environmental impacts. The pull to fast-fashion shopping? 

21 percent of UK respondents say that lower prices are their top reason for purchasing

 While there is of course a moral importance for brands to start considering sustainability, there are also financial gains to be had. Sustainability and profitability can co-exist. Even as far back as the 1990s, 

John Elkington had already coined the idea of the triple bottom line

 with business profitability centring around “people, planet and profit.”

Sustainable business practices help brands connect with consumers. By genuinely caring about people and the planet, brands can differentiate themselves and stand out in a competitive space. When a brand can resonate and connect with the public, it usually leads to more sales and higher profitability. Essentially, being sustainable can act as a selling point to attract new customers. 


There’s a lot of industry chatter about brands wanting to look like they’re making an effort to be more sustainable but they’re not living up to their promises. For example, 

Amazon claim to be dedicated to sustainability

 yet are regularly criticised for their excessive packaging. 

When actions and words don’t match up, customers will see through their claimed efforts of becoming more sustainable yet without making real change. Measure the difference you make so this can be shared with your audience. 


 it’s equally important to know your audience. Not everyone is as interested in sustainability – some demographics and consumer bases will put less of a premium on sustainability than others. There’s no denying that adopting more sustainable business practices will benefit the environment and future generations, but you might not see the same ROI if your audience is not as sustainability focused.

the steps sustainable ecommerce brands are taking

Being authentic makes all the difference with today’s shoppers. In fact, 91 percent of consumers worldwide ranked “communicating honestly about products and services” as the main influence on whether they buy from a brand. 

If you communicate your passion for sustainability as part of your brand, show evidence of how you live up to these claims. For example, the source of the materials, who created the product and the journey it took to get it to their door. This transparency will not only allow you to gain trust with your audience, but it will also help you attract those with aligned values. 

Lightning-fast shipping has a lot to answer for when it comes to sustainable eCommerce. It’s worthwhile considering how you could make your shipping methods more sustainable. 

 Perhaps you could offer a click and collect service if you don’t already. This will allow local customers to visit a store or pick-up point for their product rather than opting for delivery. 

 The size and weight of your packaging and products could also be considered. The lighter, the better!

Have you considered how your products reach your customers? Are they delivered in the most travel efficient way? The transportation method should also be thought about. Whether it’s by road, air freight, sea or rail, are you using the most sustainable method for your products? Maybe you could aim to source a closer supplier where travel can be lessened. 

Consumers today are quick to pick up on the level of packaging a brand uses. Many have even taken to social media to shame those with excessive amounts of packaging. Proving that packaging has truly become part of the shopping experience, #Unboxing even has 2.6million tags on Instagram.

Alongside how much packaging is used, it’s crucial to consider the materials you opt for. From non-recyclable materials to single use plastic, the impact on landfills and harm to the environment – the list goes on. However, 

packaging plays a crucial role in eCommerce

Look for packaging options that reduce the environmental impact and ecological footprint. This could include biodegradable plastics, bio-based plastics, cardboard or paper-based packaging to name just a few. 

Sustainability needs to be considered across the whole business. Finding efficiencies in how your business operates is one way of placing sustainability at the forefront.

Whether it’s reducing energy waste across offices, finding renewable energy sources to use, minimising travel where possible or sourcing more. The use of reusable energy sources in warehouses is also an effective method of reducing energy waste. Using solar panels and other reusable energy sources can automatically lower your carbon footprint while accessing a more cost-effective form of energy. 

5) choose products that support sustainability

This may not be viable for every brand, but have you considered mixing up your products for something more sustainable? Today, there are all sorts of sustainable alternatives on the market. For example, let’s imagine your brand sells sunglasses. Why not look at offering a range of eyewear made from recycled ocean plastic? Or bring refillable items into your product mix. This lends itself to the likes of skincare items, make-up, cleaning products and toiletries. 

These alternatives allow you to offer products your audience are already interested in but with a valuable sustainable edge. 

Carbon offset schemes are being used more regularly, allowing shoppers and companies to neutralise their carbon footprints. One way this can be encouraged and supported is through an optional checkout service charge. By making it a quick and easy add-on to your customers’ shopping journey, shoppers are more likely to want to invest. 

In Shopify’s sustainability quest, they even offer their own app, 

, which looks after this process for you. Allowing you to offset the carbon dioxide emissions from your shipments, Offset uses industry models to determine the level of CO2 released into the atmosphere for each shipment before charging you an amount per shipment to offset those emissions. 

Have you considered reselling your used merchandise on an eCommerce marketplace? Getting a second life out of your resources is one way of increasing efficiency and reducing waste to increase your sustainability efforts.

Platforms could include Amazon, eBay, Facebook Marketplace or Etsy, with some being more suited than others based on your industry and offering.  

becoming sustainable: the difficulties large ecommerce businesses face

With less stock, fewer stakeholders and simpler operational considerations, it’s much easier for a smaller eCommerce business to adapt their business model to become more sustainable. 

In addition, the very nature of your offering can also impact how sustainable you can be. For example, globally renowned brands like 

 have worked hard to improve their sustainability initiatives with conscious clothing lines. However, the fast fashion industry that they’re built upon goes against the grain of sustainability. 

On the other hand, smaller and midmarket 

DTC brands are better poised to make sustainability a core part of their business model

. This can go a long way in helping them differentiate from big stores and eCommerce giants. 

ecommerce brands doing sustainability proud

The Stella McCartney brand is committed to being responsible, honest and accountable. As part of their sustainable efforts, they strive to create desirable garments with the least impact by creating cutting edge materials and animal alternatives. In fact, the brand boasts having never used leather, fur, skin or feathers since their conception in 2001.

Alongside choosing organic cotton and going PVC free, they also use solar panels and LEDs in store. Innovators by nature, Stella McCartney have also created plant-based plastic for their garments and have made the move to plastic free packaging. 

Fitness brand Silou creates both premium and sustainable activewear essentials. A big part of Silou’s messaging is their respect that sustainability is a constantly moving target. In other words, what is sustainable now, may not be in the future. 

A key sustainability selling point, Silou claim to trace their clothing right back to the materials used and the people who made them, being completely transparent about the whole process along the way. 

They are also part of the 1% for the Planet – a global organisation that connects pounds and people to accelerate smart environmental giving.

Taking charge of sustainable packaging, Acopia stretches all the way back to 1975. They continue to work on becoming a carbon neutral company and push for others to follow.

Alongside this, they have installed solar panels in their warehouses while their products are eco-friendly and cost effective. They urge customers to not only pick packaging that is the right fit for the product, but understand the manufacturing, how far it has to travel to get to you, its accreditations and its ability to be recycled. These are all elements they offer in their packaging made of cardboard and recycled materials.

Now you know more about sustainability in the eCommerce world, how suited is it to your brand? There are numerous ways that sustainable practices can be introduced into a business. Finding what works best for your success and your consumers is what is important. 

. Building for the long term, they strive to play an active role in creating a low-carbon future. If you want to know more about sustainable eCommerce and how it could be introduced into your business, 

get in touch with our team of eCommerce experts.

the growing demand for sustainable ecommerce.

common barriers to ecommerce growth.

get ready for peak trading.

Customer Acquisition and DTC Success.

what to read next.

Social media has made its mark on the digital world with social channels fast becoming a massive part of customer acquisition.

social commerce market will grow worldwide to over $3 trillion in the next eight years

. Although this is a staggering figure, given that social ads are already one of the main areas of marketing investment, it’s not entirely surprising.

Hugely important for creating brand awareness, supporting the discovery stage of the shopping journey and increasing your reach, social is cemented as essential to the brand-building landscape.

In response, social platforms have looked to exploit a growing opportunity to meet the “see it, click, buy it” mindset. The very definition of social commerce, this offers their audience the ability to immediately purchase the items they want through social channels.

the different channels social commerce applies to

how to know if social commerce is right for your business

social commerce is not a new commerce concept

While social commerce has begun to take the retail industry by storm, it’s not actually a new concept. There has been significant chatter about social commerce for a number of years but the first iterations didn’t quite hit the mark and the concept fell short.

For example, Twitter once tried adding a ‘shop’ button. However, it was an unsuccessful attempt at social commerce with the overriding consensus that Twitter was not the right platform for it, and instead, thrives as a conversational channel.

In the last year, however, there has been an evolution. With the rise of live shopping and video, unlike previous attempts, this time feels like a more natural opportunity for social commerce to prosper.

A lot of new functionality has since launched and social platforms have made it easy for people to shop by streamlining the experience. One moment you’re scrolling through your feed, admiring posts from your favourite brands, friends and loved ones. Before you know it, you’ve been drawn into a post and within minutes you’ve made a purchase without even leaving the app.

With all these conversion opportunities, what functionality can you expect from popular social channels today?

 is arguably the top contender when it comes to social commerce platforms. With shops, product tags, collections and an in-app checkout feature, the platform has created a tailored shopping experience in the pocket of every user.

Even product pages are as detailed as those found on eCommerce sites while the platform also offers review functionalities from influencers, product demos using the live functionality and shopping curations through the use of collections and ‘Shops’.

Facebook’s approach to social commerce is through the use of its 

. This is a seller/buyer marketplace that offers Shops, similar to what Instagram offers, allowing users to easily engage with retailers and digital storefronts.

As Facebook and Instagram have the same ownership, one doesn’t exist without the other which is why their approach to social commerce is so similar.

Once just an app for filters and sharing photos between friends that disappear in 24 hours, Snapchat is evolving into something bigger. Edging its way into social commerce through augmented reality (AR), Snapchat is aiming to position itself as a forward-thinking channel to engage the open-minded Gen Z.

Influencers using the app will soon be part of the Creator Marketplace, allowing them to create product-centric AR content on the platform so they can ‘try’ items before purchasing.

Snapchat have also acquired Screenshop, which refers users to the retailers of products posted within the app. It’s worth noting these plans are still in the early days for Snapchat.

While still in its infancy, TikTok has boomed, becoming a hugely successful and entertaining social platform.

 in a bid to turn content creators into brands and launch successful businesses. Products can now be purchased on TikTok and influencers can use the space to talk about the products they’re interested in.

Pinterest is best known for its inspirational visuals and engaging mood boards. From home to wedding to fashion and everything in between, Pinterest making the move to social commerce was quite intuitive.

 that allow browsers to pin items before going back to the list and purchasing items they save. It also features user reviews and adds transparency to additional costs such as shipping to create a streamlined experience.

The challenge for Pinterest is that it’s primarily known for idea generation and product discovery before a user moves onto other channels, such as a website, to make the purchase. It may be difficult to change this perception, although not impossible.

Last but not least, live shopping needs a separate mention. Many of the platforms mentioned above offer live shopping functionalities as a way for brands, influencers and shoppers to participate in the shopping experience together.

Facebook and Instagram are the main adopters of live shopping but platforms such as Pinterest are already expressing in the addition of this functionality. Taking the concept one step further, there’s already a live shopping app, aptly named 

, that’s dedicated to live online shopping presented by influencers and brands.

where has live shopping come from and what’s next

In some ways, live shopping via social media closely resembles more traditional TV shopping channels such as QVC TV and High Street TV. The age-old formula of limited stock, one-off prices, and a focus on the product benefits have certainly driven a lot of success.

Today, live shopping supercharges this approach giving brands the opportunity to tap into influencers with millions of followers through collaborations. Tuning into an influencer’s live stream shopping event on social media, viewers are bought into that individual and their lifestyle - and they want a taste of it.

An extremely engaged and expansive audience combined with the desirability of influencers promoting products has the potential to transform social commerce. We’re certainly interested to see the impact of brand collaborations with influencers and content creators this peak.

Whether it’s a live Christmas shopping hour featuring special offers for those that watch or the countdown to the launch of a new product or range, social commerce has limitless opportunities for brands.

Speaking to forward-thinking merchants every day, there’s a noticeable thread to recent conversations: they’re all planning to experiment with social commerce.

But how do you know if social commerce is right for your business?

 – this could be as simple as a product launch, offer or collaboration

 if it didn’t, you could try again at a later point

As with many things, success with social commerce is likely dependent on the careful balance of certain conditions. For example, say you’re a cosmetic brand that has collaborated with an influencer. You choose to set up a demo via live stream which features an influencer promoting products with limited availability. Combine this with pre-event marketing campaigns that promote the live demo through email, paid media or YouTube advertising, and you probably have a good chance of the product selling out thanks to:

a live demo on the right channel at the right time

Shopify has offered the tools required to implement social integration with ease for some time. Until now, these social tools have always been more of a nice to have than a must-have for our merchants. But, by enabling social commerce through the Shopify platform, the risk and cost to merchants to experiment with social commerce are low.

Shopify has long positioned itself as the platform for creators. Their philosophy - retail is about innovation – supports merchants spending more time innovating and less time on maintenance. The ability for merchants to get up and running with social commerce fast is true to the Shopify way.

Want to find out more about how the Shopify platform supports social commerce? 

Get in touch with our team of eCommerce experts

social commerce: why you should care.

Going DTC – The Stresses and Successes: An Interview With Dan Conboy.

prestige

Selling DTC: How Can Your Brand Do It? 

There are numerous benefits that come with 

 beyond driving sales -brand profile, brand equity, competitive edge, building a direct connection with your audience. And that’s just the start.

, customer acquisition should be a top priority. But for those manufacturers whose brands have – until now – remained behind the scenes, how do you pivot to create a consumer-facing business?

Take a read to find out what you need to consider for DTC success.

What's one of the main DTC challenges facing manufacturers? Building a brand.

As a manufacturer, you hold the crucial and core expertise of making the products. But you may lack in-house expertise in other areas simply because you've never needed to consider them before. To build a successful DTC brand, you have a new challenge on your hands – how to tell your story, build interest in your brand and drive traffic to your eCommerce store.

To do this, you’ll need to formulate a good old fashioned consumer marketing plan. The reality of this is not without its challenges, it's likely to take some time and money. Customers are not without choice these days. To be a success, you need the vision and determination to create something compelling.

With the right vision and the right people, it can be done. Recognising the future of the business needs to change requires bold leadership. 

 that can deliver this vision is the first step to DTC success.

Do you have the right people in-house? If all you've ever done is deal with retailers, probably not. Are you willing to bring onboard new people, new ideas and new ways of thinking to help build your consumer-facing brand? If your ambition is to build a successful consumer brand, you have to be open to change. It's important to recognise where there are expertise deficiencies so you can plug these gaps. After all, competition is intense, and your team needs to be strong.

You either need to supplement your in-house team, outsource to agencies or, more commonly, use a hybrid approach. Providing your in-house team with the support of a knowledgeable agency is often a winning formula.

To acquire customers, your brand needs to connect with your target audience. This starts with an understanding of who your audience is, what matters to them and how to reach them.

If you're a brand moving into DTC for the first time, it's important to create momentum around what you do.

Many eCommerce sites will perform poorly in the first few weeks and months because they fail to build curiosity. The aim is to get people talking about you before you launch. You either need to create this hype yourself by doing something different or attach yourself to someone who's doing it already.

A great place for this is social media. Collaborating with relevant influencers creates a community and a connection with your audience. Assembling a team of influential individuals will help build interest, likes, followers and your email list. Growing this following before your site goes live means you'll have warmed up potential customers ready for launch.

Although influencer marketing has recently reached dizzying heights, brand collaboration has been around for some time. Even during the 40s and 50s famous film stars were endorsed to wear products while the likes of Michael Jordan began collaborating with Nike in the 80s.

It's human behaviour to follow the activities of others. While the channels you reach customers on may have evolved, this concept is still very much the same. If someone is on that waiting list, this makes others want a piece of the pie which, in turn, builds interest.

After putting all that effort into crafting the perfect user experience, it's time to turn your attention to your digital marketing strategy.

For your eCommerce store to perform, you need to drive users to your site. If no one knows your site exists, how will you generate revenue? Your marketing strategy should consider where you will find them, what they will be searching for and 

how you can reach them at different stages of the shopping journey

An effective place to start is by understanding who you’re competing against. This insight can help you achieve a competitive edge, increase your bottom line and identify growth opportunities. If you want to find out who your competition is, our connected agency, WMG, offer a 

When piecing your digital marketing strategy together, channels could include:

 SEO helps search engines crawl, index, rank and ultimately serve your site to relevant searches. However, there's more to those high rankings than you may think - from technical SEO to content to building up your domain authority with outreach and digital PR. You may want to consider how a specialist agency or dedicated in-house expert could help grow your organic presence to drive more users to your store.

 Providing more immediate visibility than SEO, PPC is an essential tactic while your organic presence grows and beyond. This could include prospecting and remarketing to lost visitors to encourage them back to your site. Allowing you to compete with more established brands faster, PPC boosts your visibility in the SERPs and can be used to maximise traffic to your site from brand searches too as your DTC presence grows.

 Social platforms have become the place for building brand communities. These channels are a good way of showing who you are, what you stand for and what you offer in a more visual and engaging way. Using paid social advertising enables you to reach more of your target audience, grows your following and encourages communication by offering another touchpoint with consumers.

 A steadfast marketing method, as your database grows, email is a way to connect directly with your audience. Use it to support customer service, request social proof such as reviews, promote new products, shout about promotions and support customer loyalty.

Going beyond acquisition, how do you get those customers to return again and again?

, it's about putting them at the core of your proposition. You may have heard the term 'customer centricity' before, but what does it mean in practice?

As a starting point, it involves offering a brilliant product. However, this doesn't mean it has to be unique - it just has to be good. For example, 

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