70+ Best E-commerce Marketing Resources

A person holding a heavy book with the title "70+ E-Commerce Marketing Resources"

Faheera Ali, writing for Internet Retailer, shares research from Forrester suggesting that “Consumers spent $517.36 billion online with U.S. merchants in 2018, up 15.0% from $449.88 billion spent the year prior.”

Let that sink in for a moment: $517 billion spent online in the U.S. alone.

This growth represents a huge opportunity for e-commerce sellers, but it’s also true that claiming a piece of this growing pie won’t be easy. Not only are new merchants taking advantage of the many tech tools that make e-commerce easy, data from eMarketer shows Amazon widening its already-substantial sales gap over other e-retailers.

As Phil Wahba explains in his Fortune column:

“Amazon’s e-commerce revenue rose 15.8% in the last 12 months to $82.7 billion. That is roughly the same clip as at Walmart (which reports results next week) which hit $12.5 billion. But because Amazon’s growth is from a much larger base, the chasm in dollars keeps widening.”

Success in this crowded, yet potentially profitable industry is multifactorial. You won’t win the e-commerce game by optimizing your AdWords campaigns while neglecting your product photography, or by going all-in on SEO while ignoring social media marketing.

To help ensure all your bases are covered – and that your odds of success are as high as they can be – we’ve pulled together over 70 of the web’s best e-commerce marketing resources for your review. They’re separated by category below for your convenience. Dive in and address your critical needs first, but bookmark this resource and come back as you take on new marketing projects.

E-Commerce Sales

Two business people shaking hands as they discuss ecommerce business

  1. State of the Merchant ReportAndrew Youderian, EcommerceFuel

Younderian’s survey of hundreds of e-commerce site owners could fit into several sections of this list, but we’ve included it here because of its data on store conversion rates and net profits. You may also, however, want to check out its list of recommended software programs or its demographic and income data on store owners.

  1. Infographic: How to Boost Ecommerce Revenue Through Upselling and Cross SellingSean Work, Crazy Egg

Getting a new customer is hard enough. Why not generate the maximum amount of revenue possible from every consumer by incorporating effective upsells and cross-sells into your e-commerce store?

  1. 50 Million Shoppers Prove Power of Personalized Recommendations [Infographic]Catalin Zorzini, Ecommerce Platforms

As Zorzini’s infographic notes, greater click-through rates do not necessarily mean greater revenue. What, then, drives people to buy online? As the article suggests, it can be things as simple as personal recommendations and reviews that really drive sales.

  1. How To Boost Your E-Commerce SalesPaige Tyrrell, Prefixbox

With hundreds of tools and methods to optimize e-commerce sales, it can be hard to identify which improvements will make the biggest impact on your bottom line. Paige’s article provides a concise list of useful tools and strategies, broken down by sector for easy absorption.

  1. Recommended Design Patterns and Best Practices for Your Basket/Shopping BagJames Gurd, SmartInsights

Shopping baskets are often taken as a given by sellers who use popular e-commerce services like Shopify, Magento and BigCommerce. But the design of your shopping cart – and your checkout process in general – can have a major impact on your store’s conversions. Gurd explores important UX considerations and offers sales-driving suggestions.

  1. How to Write Product Descriptions To Grow Sales [Samples Below]Danielle Mead, BigCommerce

Another great entry on the subject of product descriptions, Mead’s article for BigCommerce shines in its use of samples that illustrate its recommendations. Covering examples from Onzie, Son of a Sailor, Solo Stove and more, you’ll walk away with concrete ideas for improving your e-commerce site’s product content.

     7. What are the keys to a winning ecommerce strategy?, Salesforce

Ecommerce customers across B2C and B2B industries crave connected, unified shopping experiences. They breakdown delivering a unified, personalized customer experience, top-notch retail operations standards and omnichannel marketing.

E-Commerce SEO

A person sits at a laptop with the Google search engine open in their browser

  1. A Simple (But Complete) Guide To Ecommerce SEODavid McSweeney, AHREFs

Simple is good, right? Starting out with e-commerce SEO can be overwhelming. Should you optimize your meta descriptions? Worry first about site speed? McSweeney’s guide offers an excellent starting place for new sellers that are packed full of follow-along-with-me suggestions. Even established sellers will pick up something new from this resource.

  1. Ecommerce SEO: The Definitive GuideBrian Dean, Backlinko

Dean’s article opens with the sentence: “This is the most comprehensive guide to Ecommerce SEO online.” And while we can’t guarantee that with 100% certainty, we can say that this resource is well worth your time. Go chapter by chapter if you’re new, or pick and choose the topics you need help with if you’re more established. Your e-commerce results will thank you.

  1. 50 Actionable Ways to Build Links to Your eCommerce StoreShabbir, Bootstrapping Ecommerce

Link building remains one of the foundational principles of e-commerce. But how can you get other sites to link back to your store? This Bootstrapping Ecommerce piece offers 50 suggestions – meaning there’s almost certainly one or more that’ll work for your brand.

Content Marketing

A circle of people on their laptops developing content

  1. Why Serious eCommerce Brands Need a Content StrategyRoss Paul, Lemonstand

Though the penetration of content marketing into other web channels has resulted in a tremendous amount of digital noise, it’s made surprisingly little headway into the world of e-commerce. Paul’s article will leave you convinced that content marketing will make a difference for your web store – and ready to start crushing it with content.

  1. 12 companies that do ecommerce content marketing rightJames A. Martin, CIO

If you’re going to do content marketing for e-commerce, learn from the best. Martin’s slideshow-style article profiles 12 great examples – even better, they don’t all come from major brands with budgets you’ll never beat. Case studies from smaller sellers like Famous Smoke Shop and Herschel Supply prove that any brand – with any budget – can leverage this technique effectively.

  1. The Advanced Guide to Content Marketing for EcommerceWilliam Harris, Sellbrite

Harris’s guide assumes that you’re already on board with the idea of content marketing; instead of convincing you on the “why,” he barrels forward with the “how.” Check it out for recommendations on best practices, best resources, best tools, and scaling suggestions.

  1. 7 Awesome Ecommerce Content Marketing Examples for 2019, Joseph Robinson, Search Engine Journal

Joseph’s article helps you take your content marketing one step further. Learn from the success stories of e-commerce brands who nailed serving the right content, to the right audience, at the right time.

Organic Social Media Marketing

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  1. Growing a Social Following from Nothing: My Social Media StrategyMatthew Barby

Few marketers are as willing to “lay it all on the line” as Matthew Barby, and here, he walks readers step by step from the acquisition of his recipe site’s first follower to an audience of 5,000+. His guide isn’t explicitly e-commerce-related, but any seller will walk away from this article with concrete suggestions and next steps.

  1. Social Media Ecommerce: The Complete Guide to Social ShoppingJennifer Beese, SproutSocial

Beese’s article offers a great starting point for e-commerce sellers who are totally new to social media marketing. In various sections, she breaks down the business case for social media marketing and the different networks on which sellers can connect with followers, as well as best practices for engaging with different customer needs throughout the sales cycle.

  1. The SaaS Company’s Guide to Social Media MarketingJayson DeMers, AudienceBloom

DeMers’s entry here defies categorization (even if SaaS involves selling online, is it really e-commerce?), but it’s a worthy read no matter what you’re selling. Skim through his coverage of the benefits of social media marketing, then stay for his detailed breakdown of each platform and his suggestions for scaling your fledgling audience.

  1. 40 of the Best Ecommerce Brands on Instagram in 2017Giles Thomas, RisePro

Not sure how to get started on one of the web’s fastest-growing social platforms? Start here. Thomas’s article shows you 40 great examples to inspire your own campaigns and then breaks down what makes each company’s Instagram outreach work.

  1. Ecommerce and UGC: How to Appear More Human to Your CustomerMiljana Mitic, Traffic and Sales

User-generated content (UGC) represents a great opportunity for e-commerce brands to engage with their customers and leverage the results of these collaborations to create appealing social promotions. Mitic, in this article, offers several great tips for getting started with this powerful strategy.

  1. How Social Selling Will Dominate the Future of E-CommerceAaron Orendorff, Convince & Convert

Social selling can be tricky, as brands walk a fine line between coming across as too promotional and finding meaningful ways to connect with consumers who are bombarded from all sides with advertising messages. Here, Orendorff tackles this challenge with suggestions on the ways companies can make an impact – even in an era of diminishing organic reach.

  1. Social Commerce in 2019: Promote Your Store on Social MediaIren Linnik, Onilab

Iren details how to synchronize your Magento store with your social media profiles to help you save time on store updates, track customer activity, and store performance, and interact with the customers faster and better.

Paid Social Media Marketing

A tablet sits on a table with analytics and data visualized on it

  1. Understanding the role of organic vs paid social mediaJames Gurd, SmartInsights

Determining when and how to move between organic and paid social media marketing is a challenge for many e-commerce sellers. Yet, in an age of declining organic reach, it’s often a necessity. Gurd’s piece offers concrete advice on how to balance the two for best online results.

  1. [GUIDE] Paid Social Strategy: Ads, Engagement, ROIDenise Chan, Bitly

Chan’s six-chapter guide offers a tremendous amount of information not only on how to build a paid social strategy but also on how to ensure it pays off with a positive ROI. It’s must-read information for any e-commerce seller who’s thinking of paying for social media ads.

Email Marketing

A hand holding a smartphone with an unread email icon prominently displayed

  1. The Ultimate Guide to eCommerce Email MarketingJohn McIntyre, ReEngager

In this lengthy guide, published on DigitalMarketer, ReEngager CEO John McIntyre breaks down the process of launching an e-commerce email marketing campaign, from the tools you’ll need and the way you’ll want to map out your campaigns, to case studies from the likes of Amazon, Bonobos, and Envelopes.com. Clocking in at more than 15,000 words, you’ll want to set aside plenty of time to dig into this one.

  1. How to Grow Your Ecommerce Business with Email MarketingShopify

Another meaty e-commerce email marketing resource comes from e-commerce giant Shopify. This guide is divided into 11 chapters, enabling you to pick and choose the specific topics that need your attention. Our favorite? The guide’s chapter on transactional emails that can change your e-commerce results dramatically.

  1. 31 Ecommerce Email Marketing Tips to 5x Your Conversion RatesTracey Wallace, BigCommerce

Wallace’s piece is the perfect combination of theoretical and tactical. She begins by describing 11 specific email marketing campaigns all e-commerce sellers should put in place, and then ends with 20 tips provided by experts working in the field.

  1. Email Marketing for Ecommerce: 12 Essential Strategies to Build Your ListSarah Peterson, SumoMe

SumoMe’s blog is a great resource for all things digital marketing, but in this piece, SumoMe’s Content Marketing leader Sarah Peterson shares 12 specific strategies that’ll help new and existing e-commerce sellers alike to build their email lists. If the money truly is on the list, you can’t afford to miss this article.

  1. How to Ensure Killer Email DeliverabilityAndrew Youderian, EcommerceFuel

Don’t waste your email marketing investment with messages that get sent straight to your subscribers’ spam folders. In this podcast wrap-up, Youderian offers several suggestions – from testing your domain reputation to deciding between single and double opt-in – that’ll ensure your messages make it to the right place.

  1. A Guide to Ecommerce Email Marketing for Small Businesses, Karolina Petraškienė, Soundset

One of the most complete resources on email marketing, covering everything from list building to writing the actual email to marketing automation. This might be the only email marketing resource you need.

  1. 30 e-Commerce Marketing Messages That Boost SalesRob Goehring, Buyapowa

From our own Rob Goehring! Email is by far your most profitable marketing channel… that’s why it’s important to take advantage of every opportunity to connect with your audience via email. In this article, Rob dives into 30 events and opportunities to email your list, including examples and data on how it can be effective.

CRO

A person sits at a desk with a laptop prominent displaying marketing analytics and business data

  1. The Ultimate Guide to Increasing Ecommerce Conversion RatesPeep Laja, ConversionXL

If you take a look at only one CRO e-commerce resource, make it this one (and while you’re there, think about opting in to CXL’s “7 Step Guide to a Successful CRO Program” lead magnet for even more helpful tips). Laja is one of the web’s foremost experts on CRO, and this helpful guide breaks down every facet of a successful e-commerce CRO campaign, from your product images to your copy and more.

  1. My Favorite CRO Hacks for Ecommerce SitesNeil Patel, Crazy Egg

Neil Patel is another well-known name in the digital marketing space, and in this guide, he breaks down specific CRO hacks that all e-commerce sellers should try. Hit up this article if you have a good grasp of CRO basics and are looking for actionable strategies to implement right away.

  1. 10 Brilliant Conversion Rate Optimization Lessons That eCommerce Giants Can Teach UsCsaba Zajdo, Optimonk

What we like about Zajdo’s piece is the way it breaks down lessons from some of the web’s biggest e-commerce names – from Amazon to BestBuy, Walmart, Target, and more – into easily-digestible recommendations that sellers of all sizes can implement. Our favorite? Check out his section on using proactive customer support to drive sales.

  1. How to be a heavy hitter in enterprise e-commerce CROAlhan Keser, WiderFunnel

Keser’s article is a bit higher-level than the pieces listed above, but it’s a great jumping-off point if you’re a larger retailer looking to dive into more technical CRO. As an example, ever wonder why your website flashes on load? Keser gives you the answer – and several possible solutions.

  1. How to Quickly Improve the Conversion Rate of Your Ecommerce Store without Spending a DimeNeil Patel, The Daily Egg

Another great entry from Patel, this article breaks down the exact steps you can take to bump up your sales rates – all without costly investments in tools and testing. Patel’s suggestions are easily implemented and encompass every aspect of your e-commerce site, from its product images to its item descriptions and more.

  1. Increase Landing Page Conversions with Exit Intent TechnologyGiles Thomas, AcquireConvert

Exit-intent is a relatively new e-commerce strategy that uses technology to detect when visitors are about to leave your site and prompts an engagement offer (such as an email opt-in pop-up or a new coupon code) to encourage them to stay. Implementing tools like these can be tricky, but Thomas breaks it down – step by step – with the screenshots needed to walk you through the process successfully.

  1. How to Segment Your Traffic to Increase Leads and Conversions”, Marcus Taylor, Convince & Convert

According to Taylor, “Traffic segmentation can generate an 89 percent sales uplift and 58 percent increase in average order value.” This may be more of an intermediate CRO technique, but – when implemented using Taylor’s helpful screenshot walk-throughs – it can be a powerful one for your e-commerce store’s bottom line.

AdWords

A laptop sits open with Google open in the browser

  1. Essential Guide to Google Adwords for EcommerceJohn Komarek, Pixelter

Google’s paid advertising platform, AdWords, is notoriously tricky. Competition is tough, and earning a positive ROI is even harder. If you’re new to the platform, start here with Pixelter’s Essential Guide for the training needed to start your campaigns successfully.

  1. Google Adwords for eCommerce: How to Get the ROI You WantTy Rothstein, StoreYa

That issue with AdWords ROI we just mentioned? Yeah, it’s a big enough deal that you’ll find entire articles dedicated to the subject. Rothstein’s piece is a great resource in this realm, whether you’re brainstorming your first campaigns, or trying desperately to save one that’s costing you money.

  1. The e-Commerce Google Shopping GuideDan Pratt, AdHawk

If Google AdWords is on your radar, the question of whether or not to promote your goods on Google Shopping must be as well. In this article, Pratt shows you how to set up your account, create campaigns, and structure your bids to get your e-commerce shop noticed.

Mobile Marketing

A pile of smartphones stacked on one another on a flat surface

  1. Effective Mobile Marketing Tips and Tools for RetailersStitchLabs

Mobile marketing for e-commerce sellers comes in several different flavors, including text messaging, push notifications, and location-based geo-targeting. Choosing the right approach for your shop can be complicated; this quick guide from StitchLabs will get you started.

  1. Ecommerce Mobile Marketing Trends for 2016 [webinar]HitSearch

Got 42 minutes free? Then you’ve got time to dig into some of the top mobile marketing trends e-commerce sellers need to be aware of. Released in June 2016, all of the webinar’s lessons are still relevant to sellers who want to harness the potential of mobile marketing in 2017.

  1. Mobile Marketing for eCommerce: You’re Doing It WrongAri Messer, AgileCRM

Implementing mobile marketing for e-commerce isn’t a quick-and-easy, one-size-fits-all approach. If you’ve launched mobile campaigns but aren’t seeing the results you expected, Messer’s guide may help you determine what’s going wrong – and how to fix it.

Referral Marketing

Two people sit side by side excitedly using their smartphones

  1. 10 Referral Marketing Practices for eCommerce StartupsEdward Costa, Aum

If you’re sold on the benefits of referral marketing, Costa’s guide offers 10 quick suggestions on the types of programs you may want to deploy. Click in to learn about the difference between after-purchase referrals, influencer reviews, social media referrals, and more.

  1. 10 Commandments of Referral MarketingSERPSTAT

SERPSTAT’s guide to referral marketing starts with the “why” of this strategy and then offers the fully-fledged “how” steps to putting together a successful program. Bookmark this article for reference and plan to stop back periodically as you ramp up your referral initiatives.

  1. 8 Ways to Encourage Ecommerce Customer Loyalty in 2017Armando Roggio, PracticalEcommerce

Not only are loyal customers more likely to purchase from your company again in the future than cold prospects, but they’re more likely to refer others to your business as well. Here, Roggio offers eight easily-actionable strategies online sellers can take to boost customer loyalty.

  1. 4 Viral Strategies That Grew Billion Dollar Companies, Rob Goehring

When it comes to e-commerce marketing, you should learn from the best. In this piece from our own blog, Rob discusses the 4 elements that billion-dollar unicorn startups like Airbnb, Dropbox, and Slack leveraged to drive viral referrals and take over the tech world.

Customer Service

A person sits in front of a recently received package happily exclaiming with a smile on his face

  1. Remarkable Customer Service: How the Big Ecommerce Brands Hook CustomersBrainSINS

Customer service may not immediately jump to mind as an e-commerce marketing strategy, but it’s a great way to earn repeat business and referrals (think Zappos, for example). In this BrainSINS guest post, you’ll learn how the big e-commerce brands leverage customer service to drive sales – and how you can as well.

  1. Unmask Your Inner E-Commerce Customer Service Superhero This Holiday SeasonMonica Givati, NanoRep

Givati’s piece may be targeted at holiday shopping concerns, but the advice she gives applies throughout the year as well. Her recommendations on omnichannel support, response timeliness, and customer self-service will prevent the kinds of bad customer experiences that’ll cause you to lose sales.

  1. Why the Best Measure of Customer Value is the Value You Provide to Your CustomersMike Wittenstein, StoryMiners

We’re loving the important point this piece makes: the relationship between customers and companies isn’t measured in dollars and cents. It’s the value that each entity provides the other that drives success. Check it out for Wittenstein’s suggestions on how to measure – and increase – the value you provide to your buyers.

Photos and Videos

ecommerce photos and videos

  1. Ecommerce product photography tips: a beginner’s guideJeff Cardello, Webflow Blog

Often it isn’t your pricing or your product description that gets a prospect to buy: it’s your product pictures. Investing in this area is critical for e-commerce success, and Jeff Cardello’s guide will help get you started with easy-to-follow tips even non-techies can follow.

  1. Ecommerce Product Photography: The Essential GuidePaula Jakubik, WebRetailer

Paula Jakubik of WebRetailer offers another great tutorial that shows, shot by shot, how to compose e-commerce product images that sell. Even better, she shares low-cost suggestions – such as using a plain white backdrop and leveraging natural lighting – that mean even the newest e-commerce sellers on a budget can benefit.

  1. 25+ best practices for ecommerce product videos that sell and convertMiljana Mitic, GoodVidio

Product videos may be even more effective than product images when it comes to e-commerce sales. Mitic’s article shares suggestions for planning your e-commerce video strategy, as well as tips on executing it, whether you’re a new seller or a seasoned videography pro.

  1. 12 Dos and Don’ts for Product Videos in Visual CommerceMiljana Mitic, GoodVidio

Another suggested article from Miljana Mitic, this piece gives you a great overview of the best ways to incorporate video into your e-commerce site’s product descriptions. Check it out for recommendations on everything from appropriate video lengths to tips on where to position your videos within your store.

  1. Free photography for entrepreneurs fromShopify

Shopify, the team that is designing one of the fastest-growing e-commerce platforms, has launched Burst, a site where e-commerce startups can find product-focused images, useful business ideas, and case studies. Check it out for a ton of great pictures that you can use to build your product catalog and beautify your store’s home page.

Fulfillment

Someone hands off a package to another person

  1. A New Merchant’s Guide to Shipping & Fulfillment OptionsPixel Union

Fulfillment isn’t often discussed as part of an e-commerce seller’s marketing strategy, but know this: all the fancy marketing strategies in the world won’t mean a thing if your customers don’t receive the right items, on time. This beginner’s guide to fulfillment from Pixel Union covers the basic options all-new e-commerce sellers need to know when they’re getting started.

  1. Order Fulfillment – The Ultimate Guide to Fulfilling and Shipping Ecommerce Orders, Krista Fabregas, FitSmallBusiness

Alternatively, if you want to dig a little deeper into the world of fulfillment, check out Krista Fabregas’s guide on the FitSmallBusiness website. There, you’ll find a discussion on everything from carriers and rates, to drop-shipping, to hybrid approaches to item warehousing and shipping.

Affiliate Marketing

A well dressed salesman shakes hands with a prospect

  1. Why All Ecommerce Brands Should Be Doing Affiliate Marketing In 2016Emil Kristensen, Sleeknote

Launching a new e-commerce brand is challenging. What if you had your own army of workers who were out there, every day, spreading the word about your company and sending qualified buyers your way? Creating your own affiliate marketing program can do just that, and Emil Kristensen’s series of interviews with Shawn Collins will show you how.

  1. How to Get Started With eCommerce Affiliate MarketingRaghav Haran, Oberlo

In this recent article, Haran claims affiliate marketing is one of the only channels where you can get a 100% return on investment, every time – because there’s no upfront investment required. His step-by-step guide shows you how to build your own affiliate tracking system, find affiliates in your niche, and contact them to get them involved.

Artificial Intelligence & Virtual Reality

A person sits in front of multiple screens with code and data

  1. The Growth of Artificial Intelligence in E-commerce, Jake Rheude, RedStag Fulfillment

AI might sound too futuristic to affect your business, but several artificial intelligence programs are already in use in the world of e-commerce. RedStag’s incredibly comprehensive infographic breaks these programs down by opportunity, helping you to get ahead of the technology curve.

  1. Artificial Intelligence for Ecommerce: Beyond Customer Segmentation StrategyTara Thomas, Boomtrain

Thomas’s article is about more than customer segmentation; it breaks down the e-commerce industry today and how it is and will be impacted by artificial intelligence. From product recommendations to virtual shoppers, this is a must-read for e-commerce sellers.

  1. How virtual reality will change the face of ecommerceHolly Cardew, StartupSmart

Alongside AI, virtual reality is poised to change the way consumers shop for goods. Holly Cardew of StartupSmart offers several key insights into current and future technology – something all sellers will want to keep their eyes on as the field evolves.

  1. The Definitive Guide to ChatBot StrategyLior Bachar, NanoRep

An automated robot that handles your customers’ most common questions might seem like the sci-fi of the future, but it’s increasingly becoming a reality in the form of chatbots. NanoRep’s article offers one of the most comprehensive looks so far at what this strategy is and how it’s taking shape within the world of e-commerce.

E-Commerce Business

A person holds a tablet and scrolls through an online clothing store

  1. Ecommerce Product Liability 101: Protecting Yourself & Your BusinessPixel Union

Just because you don’t maintain a brick-and-mortar store doesn’t mean you aren’t liable for harm caused by the products you sell. Not only does Pixel Union share the important steps and considerations your business should be undertaking, it also offers two compelling examples of why you need to care about e-commerce product liability.

  1. 8 Tips for a Better Return Policy for Your StorePixel Union

For many sellers, return policies are an afterthought. Too often, they’re templated text, copied from other websites – and while that might work as a starting point, adopting an inappropriate return policy can cut your profit margins and disappoint your customers. Pixel Union, in this article, gives you eight actionable tips for creating a better policy.

  1. List of Conferences for 2017RedStag Fulfillment

Looking to up your e-commerce game? Attending a conference can be a great way to speed up a focused learning process, as well as to make important networking connections that’ll help you down the line. RedStag’s list offers the most comprehensive collection of upcoming events for 2017.

  1. The Complete Handbook to Sales Tax, Business Tax and Amazon FBA Tax (+92 Ways to Save)Jennifer Dunn, BigCommerce

Don’t get caught by e-commerce taxes. Not only can handling your business’s taxes cost you money, but it can also get you in trouble with the IRS and other tax agencies. Spend some time with Dunn’s comprehensive article on the subject, and then make sure your current tax practices are up to par.