How to advertise your e-commerce brand effectively

The 2020 covid lockdown in the UK was like nothing seen before. E-commerce experienced ten years growth in just two months, going from 20% - 30% penetration in just 8 weeks! And while consumers have returned to physical stores and that growth line has basically returned to its past trajectory, necessity led to a huge amount of development over the past few years.

This remarkable period saw e-commerce not only as a convenience but a necessity, resulting in a massive bump in online sales and digital store openings. Brands who never sold directly or online did so; those already established pumped money into making their e-commence experience to make it as smooth as possible.

Fast forward to 2024, and what we're now witnessing is a blend of the lessons learned during the pandemic and the growth trends that were in motion before it. Businesses that have adeptly navigated the challenges of the past few years are now poised to capitalise on the stabilised growth of e-commerce. From omnichannel strategies to personalised customer experiences, the UK e-commerce sector is ripe with opportunities for those ready to adapt and innovate.

A dynamic digital marketplace

Shopify stands at the forefront of e-commerce solutions, offering businesses of all sizes a robust and intuitive platform to create their online stores. It’s two biggest markets are the US and the UK. In the US, the top-performing Shopify stores which have excelled in a variety of industries range from SKIMS's impressive clothing line generating revenues between £1B-10B, to Steve Madden's renowned footwear empire reaching £11B-20B.

This success isn't limited to global giants; UK-specific success stories include Gymshark, Huel, Oh Polly, Motel, Represent, Public Desire, and Club L London, all reaping the rewards of their digital presence.

The thriving UK e-commerce market is set to soar even higher in 2024, and with 176,110 live Shopify stores currently active across the nation, the momentum is palpable. The favoured categories of apparel, home & garden, and beauty & fitness highlight where consumer interests lie, guiding new and existing businesses on where to focus their offerings.

The key to success

The cornerstone of these successes lies in high-quality product photography and video, user-friendly designs, straightforward text, and smooth purchase processes online. The power of visuals cannot be understated; employ high-quality images and videos to capture attention and showcase your products effectively.

Crafting ad campaigns

Define clear objectives for your campaigns, whether it's creating top of the funnel awareness, driving website traffic, boosting sales, encouraging repeat business, or promoting new products. For any e-commerce business, a full-funnel approach is essential. Here’s 8 key strategies to consider:

1. Understand your audience: Identify and segment your target audience based on factors like demographics, interests, purchasing behaviour, and online activity. This understanding is crucial for creating relevant and personalised ad content.
   
   
2. Platform selection: Choose the right platforms based on where your target audience is most active. For e-commerce, Instagram and Facebook are often key due to their visual nature and advanced targeting options. Pinterest can also be effective, especially for lifestyle and home-related products. Consider also using long-form solutions such as native articles to grow brand awareness and communicate how your product solves potential customer’s problems.
   
   
3. Product-focused advertising: Utilise product-centric ad formats like carousel ads or collection ads on Facebook and Instagram, which allow you to showcase multiple products or different aspects of a single product.
   
   
4. Retargeting strategies: Implement retargeting campaigns to reach users who have visited your site but did not make a purchase. This is crucial in e-commerce, where the journey from browsing to purchasing can involve several touchpoints.
   
   
5. Leverage UG content: Incorporate reviews, testimonials, and user-submitted photos in your ads and native articles to build trust and provide social proof.
   
   
6. Seasonal and promotional campaigns: Align your campaigns with holidays, seasons, and special events relevant to your target audience and product range. Offer exclusive promotions or discounts to create urgency and encourage purchases.
   
   
7. Influencer collaborations: Partner with influencers who resonate with your target audience to expand your reach and add credibility to your brand.
   
   
8. A/B testing: Regularly test different elements of your ads (like ad copy, images, and calls-to-action) to determine what works best with your audience.

If you’re looking for expert help with growing your e-commerce brand, contact us today to discover how we can keep you stay ahead of the competition.