The Ultimate Ecommerce Strategy Guide

• Why You Need an Ecommerce Strategy for Success
• How to Build a Strong Ecommerce Strategy Plan
  • 1. Identify Your Target Audience
  • 2. Review Your Customer Journey
  • 3. Set Clear Goals and KPIs
  • 4. Understand Your Competitors
  • 5. Find Your Position in the Market
  • 6. Choose an Ecommerce Platform
• Next Steps: Putting Your Ecommerce Strategy to Work
  • Attract: Driving the Right Traffic to Your Store
  • Convert: Turning Visitors into Customers
  • Retain: Keeping Customers Coming Back
  • Optimise: Measuring and Improving Performance
• Final Thoughts

Why You Need an Ecommerce Strategy for Success

If you want to be successful in today's world of ecommerce, you need a solid strategy that you can follow. Think of your strategy as a blueprint that guides every decision you make — from how you attract customers to how you keep them coming back.

As of 2024, over 2.7 billion people shop online — 70 million more than the year before. That steady rise in digital buyers means more opportunity, but it also means more businesses competing for attention. A clear strategy helps you focus your efforts, reach the right people and build something that lasts.

Roadmap to success

Your strategy is your roadmap to success. Failing to have one could prevent you reaching your goals.

Consistent growth

Following a strategy will help you build consistent momentum over time, helping you grow steadily for the long-term rather than relying on quick wins.

Better decision-making

When you have a clear plan, it’s easier to assess new opportunities and avoid distractions that don’t serve your goals.

Stronger customer relationships

Your customers should be at the heart of your ecommerce strategy. Done right, it can help you build stronger customer relationships and retain existing customers.

Fewer missed opportunities

Without a strategy, it’s easy to overlook areas for improvement. A structured plan helps you spot and fix issues that could be costing you sales.

How to Build a Strong Ecommerce Strategy Plan

Knowing where to begin when mapping out your ecommerce strategy can feel overwhelming, but breaking it down into smaller steps will help you understand what to focus on and what data you’ll need to collect.

Here are the main steps you’ll need to cover when creating your plan:

• Identify your target audience
• Review your customer journey
• Set clear goals and KPIs
• Understand your competitors
• Find your position in the market 
• Choose an ecommerce platform 
• Audit your tools and tech stack

Let’s go through each of these in more detail.

1. Identify your target audience

Your target audience shapes everything, including how you present your products, how you speak to customers and where you focus your marketing. Without a clear picture of who you’re trying to reach, it’s easy to spend time and money in the wrong places.

Market research

If you’re just getting started, research is the first step to identifying who your ideal customers are. Look at businesses already serving your niche — read through their reviews, explore their social media pages and pay attention to who’s engaging and what they’re saying. What are people praising? What’s frustrating them? These patterns can help you understand who the existing audience is — and how your offer might speak to a more specific need or provide greater value.

If your product or service is niche or unfamiliar, you’ll need to dig a little deeper to truly understand who your ideal customer is. Start by speaking directly to people who fit the type of customer you have in mind. Use tools like Typeform or Google Forms to create a quick survey and share it through relevant forums, communities or social media groups where your potential customers might be active.

You can also explore platforms like Reddit or Quora to see what questions people are asking in your niche — this can reveal common pain points, interests and language your audience naturally uses.

Use existing data

If you’ve already been trading, your website data can offer valuable insights into your audience — especially if you’ve got tools like Google Analytics or Google Search Console set up. These platforms can show you how people are finding your store, which pages they’re spending time on, what search terms brought them there, which device they used and where they’re located. That kind of information helps you build a clearer picture of who your real customers are — and how they have engaged with your site.

You can also review what insights are available from your ecommerce dashboard or sales platform. Things like customer demographics, repeat purchases and order history can offer clues that point to the type of people buying from you. If you start to spot a pattern in the data, you can begin to identify who your target audience really is — not just who you thought it might be, but the actual people engaging with and buying from your brand

2. Review your customer journey

Once you’ve got to grips with identifying your target audience, next you’ll need to review the journey they take — from discovering your brand to becoming a customer (and ideally, coming back again).

The customer journey can be broken down into a series of stages: Awareness → Consideration → Purchase → Post-purchase → Loyalty.

Each stage of the journey includes key interactions (touchpoints) that influence whether someone moves forward or drops off. 

Customer journey example:

Someone finds you on Instagram (awareness), visits your site and reads a blog (consideration), adds to cart, checks delivery info and makes the purchase (purchase), gets a thank-you email (post-purchase) and later returns via an email offer (loyalty).

Understanding what your customers need at each of these touchpoints helps you identify where to focus your efforts — and where you might be losing potential sales. 

If you notice people are dropping off after adding to cart, for example, it could mean your checkout process needs attention. If first-time visitors bounce quickly, maybe your landing pages aren't up to scratch.

One simple way to spot gaps is by mapping out the different touchpoints across the customer journey. 

Here’s a simple example you can adapt for your own business:

3. Set clear goals and KPIs

To track the success of your efforts, you’ll need to set clear goals and key performance indicators (KPIs) that cover what you want to achieve and how you will get there and stay there. 

Some common KPIs include:  

• Conversion rate – the percentage of visitors who complete a purchase
• Average order value (AOV) – how much each customer spends on average
• Customer acquisition cost (CAC) – how much it costs to acquire a new customer
• Customer lifetime value (CLV) – the total value a customer brings over time
• Repeat purchase rate – the percentage of customers who come back to buy again
• Cart/basket abandonment rate – how often customers leave without completing checkout
• Website traffic – the number of visitors landing on your store
• Bounce rate – how many visitors leave after viewing only one page
• Email open and click-through rates – how well your campaigns are engaging customers
• Return on ad spend (ROAS) – how much revenue you make for every £1 spent on ads

When setting your goals, make sure they’re realistic, measurable and tied to your broader business objectives. Track your chosen KPIs regularly, and don’t be afraid to adjust your strategy if the numbers show something’s not working. The more clarity you have around what success looks like, the easier it becomes to make decisions that move your store forward.

4. Understand your competitors

If you’re entering a market with competition, you’ll need to research your competitors and list out what they do well, what they could improve on and how you can do better in these areas. 

You should look at all aspects of each competitor, including their: 

Website

Explore their site as if you were a customer. Is it easy to navigate? Does it look professional? Is it mobile-friendly and fast to load? Are there things you can improve on to provide an even better experience?

Content

Look at their blog, product descriptions, guides or videos. Are they adding value, targeting relevant keywords or helping customers make buying decisions with clever content? Try and gauge what’s working for them, and adopt the same types of content into your strategy. 

Online Reviews

See what real customers are saying about them — both good and bad. Reviews can reveal pain points you can solve or features you can improve on. Don’t just look on their website, check to see if they have reviews on external platforms too, as these can be more reliable. 

Social Platforms

Check how active they are on Instagram, Facebook, TikTok, Pinterest and other social platforms. Look at the type of content they post, how often they post and how their audience responds. On the flip side, if there isn’t much social engagement around your niche, this could be an opportunity to break the mould and build a following. 

Pricing and Delivery

How do their prices compare to yours? Are they transparent about shipping costs and delivery times? Do they offer free delivery or incentives? Whatever value your competitors offer, make sure you're matching it or giving customers a clear reason to choose you instead.

Messaging and Tone of Voice

Pay attention to how they speak to their audience. Are they casual, luxurious, friendly, dramatic? Is their messaging consistent across their site and socials?

Marketing Channels

Try to figure out where they’re putting their marketing efforts — organic search, paid ads, influencers, email? Tools like Semrush or Similarweb can help you perform competitive analysis to uncover insights. 

Product Range

What types of products do they sell, and how broad or niche is their range? Are there gaps in what they offer that you could cover? If you sell the same product as other brands or dropship, think about ways to present your offering as the best one. 

The better you know your competitors, the better-equipped you’ll be to stand out in the crowd. A useful technique to map out your competitors is the SWOT analysis. This stands for Strengths, Weaknesses, Opportunities and Threats, and helps you get a clearer view of how your business compares — and where you might have an edge.

Here’s a simple example of what a SWOT analysis of a competitor might look like:

You can use this format to compare several competitors — or even apply it to your own business to spot where to focus your strategy.

5. Find your position in the market

Once you understand your competitors, the next step is to define exactly what sets your business apart. This is your value proposition — a short, clear statement that explains what you offer, who it’s for and why someone should choose you over another brand.

A strong value proposition helps you connect with your target audience by showing them how you solve their problem better, faster or more thoughtfully than anyone else.

What makes a strong value proposition?

To shape your own, ask yourself:

• Who are you helping?
• What problem are you solving?
• Why is your product or service the better choice?
• What do your best customers say they love about you?

Use real feedback from customer reviews, support emails or social comments — not just what you think sounds good. Often, your strongest value comes from what your customers already appreciate most.

A few quick examples:

"Eco-conscious skincare for sensitive skin, delivered in plastic-free packaging.”

"Spare bicycle parts and repairs with 5-star rated support and online knowledge-base."

“Organic dog treats made with vet-approved ingredients, for health-conscious pet parents.”

Your value proposition shouldn’t be hidden away on your About page. It should be clear from the moment someone lands on your site — reflected in your homepage, product descriptions, email marketing and ad copy.

The more consistently you communicate it across your brand, the more likely your audience will understand what you stand for — and why they should buy from you.

6. Choose an Ecommerce Platform

The platform you choose forms the foundation of your online store, affecting everything from how your site looks and how customers browse, to how you manage products, process orders and handle payments. The right setup can make daily tasks easier and give you the tools you need to grow your business over time.

Here are a few things to consider when choosing a platform that fits your needs:

Ease of use

Look for a platform that’s simple to manage — where you can add products, update content and process orders without needing technical skills.

Mobile responsiveness

Your store should look great and function smoothly on any device. A growing number of customers shop via mobile, so this isn’t optional. Choose a platform that offers responsive themes that work and perform well across all devices. 

Customisation options

Whether it’s design features or ecom features, your platform should give you the freedom to tailor your store to your brand and your audience.

Built-in marketing tools

Built-in marketing features like SEO tools, email integrations, social media linking, discount codes and analytics can help you attract and convert more customers.

Payment and checkout flexibility

A seamless checkout experience helps reduce drop-offs. Make sure your platform supports multiple payment options and gives you some control over the checkout process.

Scalability

As your business grows, your platform should grow with you. Look for one that can handle higher sales volumes, new features or integrations as you expand.

Customer support

Reliable support makes all the difference — especially when you're just getting started or dealing with time-sensitive issues. These days, human support is a big plus! 

If you’re currently weighing up your options, look for a platform that’s designed to support your business long-term — not just to get you online.

(ShopWired includes everything you need to run and grow an ecommerce business — with a huge range of built-in features tailored for ecommerce and add-on apps for even more functionality. Learn more about ShopWired’s features here.)

Next Steps: Putting Your Ecommerce Strategy to Work

You’ve mapped out your audience, goals, competitors, platform and tools — now it’s time to turn that planning into action.

This next section will walk you through the four core areas that drive real growth in ecommerce:

• Attract – Bring in high-quality traffic that’s likely to convert
• Convert – Turn browsers into buyers with a smooth and persuasive experience
• Retain – Keep your customers engaged and coming back
• Optimise – Measure, test and improve everything over time

Let’s start with the first — how to attract the right people to your store.

Attract: Driving the Right Traffic to Your Store

Getting traffic to your site is one thing — but getting the right traffic is what really moves the needle. You don’t just want more visitors. You want people who are actively looking for what you sell, are aligned with your brand, and are more likely to convert.

The good news? You don’t need to be everywhere at once. Start by focusing on the channels that are most likely to put you in front of your ideal customers — and build from there.

Some of the most effective ways to attract high-quality traffic include:

Search engine optimisation (SEO)

Investing in SEO is one of the most effective ways to bring the right people to your store without relying on paid ads. When your pages rank for keywords your ideal customers are already searching for, you're putting your brand in front of them at the exact moment they’re looking for what you offer.

Let’s take a look at an example. Say you sell cold plunge tubs — a term that gets around 1,600 searches per month in the UK alone.

One of the top-ranking brands right now for ‘cold plunge tub’ is Lumi Ice Baths.

Just think about how much traffic they’ll be pulling in each month — and that’s from one keyword…

If your product page or blog post earns that top spot, it becomes a powerful, passive traffic source.

The best part? A single well-optimised page can rank for multiple keywords — not just one. Multiply that across your product catalogue or blog, and you’re building a web of entry points that can drive traffic and sales month after month.

SEO is something you can manage yourself — as long as you have the right tools, time and commitment. Platforms like SEMrush, Ahrefs and Google Search Console can help you uncover keyword opportunities and track performance. Or, if you'd prefer to focus on running your business, you can always enlist the help of an SEO specialist or agency to support you.

Content Marketing

Content marketing is one of the most sustainable ways to bring in new customers — especially when you create content that solves problems, answers questions or helps people make confident buying decisions.

Think blog posts, buying guides, comparison pages, tutorials or even downloadable resources. Not only can this content attract organic traffic through search engines, but it also builds trust and positions your brand as helpful and knowledgeable.

For example, if you sell home gym equipment, a blog post titled “Adjustable dumbbells vs fixed: Which is right for your setup?” could rank for multiple long-tail keywords whilst guiding buyers toward your products. Better yet, it gives you something to share in email campaigns and social posts too.

Done well, content marketing supports your SEO efforts and strengthens every part of your customer journey.

Social Media Marketing

These days, everyone’s on social media — and it’s becoming more common to see brands finding real success through platforms like Instagram, TikTok, and Pinterest. Whether it’s a viral product video or a steady stream of helpful content, social media can put you in front of new audiences daily.

You don’t need to be everywhere. Focus on the platforms your customers already use, and build a consistent presence with content that educates, entertains or simply shows off your products in action.

And remember, the magic isn’t just in posting — it’s in engaging. Reply to comments, jump into conversations, and build connections. That’s what turns casual viewers into loyal customers.

Email List Building

Not everyone will buy the first time they visit your site — but that doesn’t mean they’re lost. Building an email list gives you a way to stay in touch, build trust and bring people back when they’re ready to buy.

Encourage sign-ups with small but meaningful incentives — a first-order discount, early access to sales or a helpful buying guide. Use pop-ups, banners, or embedded forms in key places like your homepage, blog or checkout page to urge people to sign up.

Once someone’s on your list, keep them engaged with useful, relevant content, such as:

• Tips and inspiration – Show how to get the most out of your product
• New product launches – Announce fresh arrivals to spark interest
• Back-in-stock alerts – Let people know when popular items return
• Exclusive offers – Give subscribers early access or limited-time discounts
• Brand updates – Share what’s new or exciting behind the scenes

These small touchpoints build familiarity — and often make the difference between someone forgetting you, or finally checking out.

Paid Advertising

Paid ads can help you reach new customers quickly — especially if you’re targeting people who are already interested in what you sell. Whether you’re using Google, Meta (Facebook/Instagram), TikTok or Pinterest, running ads can make sure your brand gets seen.

You don’t need a huge budget to begin. A small, well-targeted campaign promoting a specific product or offer can go a long way — especially if your website is already optimised to convert. Track metrics like click-through rate, conversion rate and return on ad spend (ROAS) to make sure your budget is working hard.

Paid traffic is powerful, but it’s not magic. To get results, your ads need to be clear, visually strong and aligned with your landing page. The best ads don’t feel like ads — they solve a problem, answer a question or highlight a benefit at just the right time.

Influencer and Affiliate Partnerships

Working with influencers or affiliates can help you reach audiences that already trust someone else’s recommendation — which is often more powerful than any ad you could run yourself.

You don’t need celebrity-level names to make this work. In fact, smaller creators (known as micro-influencers) often have stronger engagement and more focused communities. What matters is relevance — their audience should overlap with your target customer, and their tone should match your brand.

This strategy works particularly well for visual products — like fashion, home décor, food or beauty — where seeing the product in context helps buyers connect. Affiliates can also be a great option for long-term partnerships, with commission-based incentives that keep your brand top-of-mind without upfront ad spend.

When done well, influencer and affiliate marketing can be one of the greatest ways to attract new leads to your website.

Convert: Turning Visitors into Customers

Getting traffic to your store is only half the job. Once people land on your site, your goal is to make them buy your product.

That means giving them a seamless, intuitive experience. One where your product pages do the heavy lifting, your site is easy to navigate, your checkout doesn’t cause friction and your brand builds trust from the first click.

In this section, we’ll walk through the key areas that influence whether a visitor becomes a customer — or clicks away.

Product Pages That Sell

Product pages need to do more than just show what you're selling — they need to persuade users to click that buy button.

✅ Product Page Optimisation Checklist:

• Clear product title
  Keep it simple and descriptive. Avoid jargon and make sure it’s instantly recognisable. List any key features or benefits in the title if you can.
  
  
• Benefits-focused description
  Go beyond the features. Explain how the product improves the customer’s life or solves a problem.
  
  
• Key features listed
  Use bullet points for quick scanning. Include size, materials, usage and anything the customer might want to know about the item.
  
  
• High-quality product images
  Show the item from multiple angles and in context (e.g. styled in a room or worn on a person). Crisp, professional visuals help build trust, and using real models can help create a human connection.
  
  
• Short video or demo (if relevant)
  A quick product demo or visual overview can help customers understand how it works or what it looks like in action.
  
  
• Visible pricing and add-to-basket button
  Place these elements near the top of the page and make them stand out. Don’t make users scroll to take action — these aspects need to be centre stage.
  
  
• Customer reviews and star ratings
  Real feedback helps remove doubt and build trust. Even a few reviews can significantly improve trust and in turn, conversions.
  
  
• Trust signals
  Show logos for accepted payment methods like Visa, Mastercard, Apple Pay and more. If you offer payment plans through platforms like PayPal or Klarna, include these too. These give customers confidence and make your store feel more secure and professional.
  
  
• Delivery and returns info
  Make shipping costs, delivery times and return policies clear. Avoid surprises at checkout.

Easy Navigation

If your store is hard to navigate, customers will leave — even if they love your products. Browsing should feel simple and intuitive, whether someone is ready to buy or just exploring.

Navigation and site structure checklist:

• Clear, well-labelled main menu
  Use categories that reflect how people shop — not just how you organise your inventory.
  
  
• Logical product categorisation
  Group similar products together, and avoid overwhelming visitors with too many choices.
  
  
• Filters and sorting options
  Let users filter by price, size, type, or popularity to help them find what they want quickly.
  
  
• Effective on-site search
  Make sure it returns accurate results and accounts for typos or common search terms.
  
  
• Internal links
  Link from blog posts to products, from products to related items, or back to parent categories.
  
  
• Mobile-friendly layout
  Menus, buttons, and filters should all work seamlessly on smaller screens.
  
  
• Consistent layout across pages
  Familiarity makes browsing easier and prevents confusion.

Every click should bring your customer closer to a purchase — not leave them wondering where to go next.

A Friction-Free Checkout

Getting someone to the checkout is a win — but it’s not a guarantee they’ll complete the purchase. A slow, confusing or clunky checkout process is one of the most common reasons for cart abandonment. The smoother the experience, the higher your chances of converting.

Keep the process short. Minimise the number of steps and only ask for essential information. If you can, allow guest checkout — forcing account creation is one of the biggest drop-off points.

Make sure the total cost (including delivery) is visible early on. Surprises at the end, especially with shipping fees, are a fast track to abandoned baskets.

Be sure to also offer multiple payment options, and display each payment processor’s logo to assure your customer their preferred payment option is available.

Build Trust with Design and Messaging

Customers are more likely to buy from a store that feels trustworthy and professional. That trust isn’t just built through reviews; it comes through in your design, your messaging and how easily people can find the information they care about.

Make sure key details like your returns policy, contact information and FAQs are easy to access. Pop-ups or announcement bars can also work well to highlight trust-building elements — like free delivery, first-order discounts, secure checkout or support availability.

Your tone of voice matters too. Whether your brand is friendly, bold, luxurious or playful — consistency builds familiarity. Customers are far more likely to trust what feels human, helpful and easy to understand.

Retain: Keeping Customers Coming Back

It’s easier (and more cost-effective) to sell to an existing customer than to win over a new one. That’s why retention matters. Not only do returning customers tend to spend more — they also trust you more, convert quicker, and are more likely to recommend your brand to others.

Here’s how to keep them coming back.

Offer First-Class Customer Service

Great service isn’t just about solving problems — it’s about making people feel heard, valued and confident in their purchase. That means being responsive to questions, handling complaints with empathy, and offering clear support throughout the buying journey.

Simple steps like adding a live chat feature, setting up a comprehensive FAQ page, or sending proactive order updates can make a big difference to your customer’s overall experience.

Even small, personal touches — like handwritten notes, thank you cards or a fast reply to a support email — can set your brand apart from bigger competitors.

Use Email to Nurture and Re-Engage

Email isn’t just for attracting new customers. It’s one of the best tools you have for retention. You can use it to re-engage past buyers, showcase new arrivals, and keep your audience informed about what’s happening with your store.

Here are a few retention-focused email ideas:

• Post-purchase thank you – Send an automated message to thank customers for their order and show them how to get the most from their item.
• Product care or tips – Help customers make the most of their purchase (e.g. usage advice, care guides or set-up instructions).
• Back-in-stock or new arrivals – Let customers know when relevant products return or new items land.
• Birthday or milestone emails – Celebrate customer loyalty with a discount or bonus treat.
• Referral or loyalty program invites – Encourage repeat business through reward incentives.

Launch a Loyalty Program

Incentivise customers to come back again and again by offering rewards. A well-structured loyalty program helps turn occasional buyers into loyal fans — especially if the rewards feel meaningful and achievable.

You could offer points for purchases, birthday bonuses, free gifts after a set number of orders, or early access to new product drops. Even a small reward — like £5 off after three purchases — can be enough to make someone stick around.

Many ecommerce platforms (like ShopWired) offer apps and integrations that make it easy to launch a rewards scheme with minimal setup.

Retarget Previous Visitors

If someone visited your store or added something to their cart but didn’t buy, they’re already interested. A gentle nudge could bring them back.

Try using retargeting ads on platforms like Meta, Google or TikTok to remind users about the product they viewed. You can also set up abandoned cart emails to automatically follow up with shoppers who left items in their basket.

These reminders work especially well when paired with urgency or scarcity — like low stock warnings, limited-time discounts or personalised messaging based on the item they were considering.

Keep Improving the Experience

Retention isn’t a one-time job. The more you improve your experience, the more customers will return naturally. Pay attention to your reviews, your support queries and your analytics. Look for patterns, and keep refining what you offer.

Small improvements to speed, packaging, delivery, or post-purchase support can leave a lasting impression — and increase the chance that someone chooses your store again in future.

Optimise: Measuring and Improving Performance

The best ecommerce stores don’t just launch and hope for the best. They measure what’s working, what’s not and make decisions based on real data — not guesswork.

Here’s how to keep your store evolving in the right direction:

Track Performance Regularly

To make smart decisions, you need to know what’s happening behind the scenes. Keep an eye on the following data points:

• Sales and revenue
• Conversion rate
• Traffic sources
• Average order value
• Cart abandonment rate

Use tools like Google Analytics, Google Search Console and your ecommerce dashboard to monitor key metrics over time.

Spot What’s Working (and What’s Not)

Look for patterns. Are certain products getting more views but fewer sales? Are email campaigns driving conversions whilst social posts fall flat?

Combine hard data with customer feedback and reviews — they’ll often tell you what the numbers can’t.

Run Small, Ongoing Improvements

You don’t need a full site overhaul. Often, small tweaks can make all the difference.

Test changes to headlines, product descriptions, layouts and images. Also try adjusting CTAs, checkout flows or delivery messaging — one change at a time. Test and refine!

Use Insights to Refine Strategy

Feed your learnings back into the rest of your marketing — your SEO, ads, content and product development. If a product page is converting well, study what’s working and apply it elsewhere. If a campaign drives traffic but not sales, reassess the messaging or landing page.

Over time, these small adjustments compound.

Final Thoughts

Success doesn’t come from doing everything at once — it comes from making smart decisions, staying consistent and improving over time.

We’ve covered how to plan, attract, convert, retain and optimise — but you don’t need to tackle everything at once. Start with one change that feels achievable, then build from there. The brands that grow steadily aren’t always the loudest — they’re the ones that stay focused, keep learning and act on what they’ve learned.

If you're looking for a platform that supports all of this out of the box — from product pages and SEO to email integrations and detailed reporting — ShopWired is built to help you do it all in one place.

Sign up for a 14-day free trial of ShopWired here.