The eCommerce sector has experienced significant growth in recent years, with sales projected to reach $6.9 trillion by the end of 2025. However, this growth has also brought about major disruptions and challenges for brands. In this new era of digital transformation, eCommerce marketers must adapt to survive and thrive. In our latest ebook, The eCommerce Marketing Buyer’s Guide, we go over the important issues that marketers may face when looking to buy a new martech solution. Keep reading to get an overview of what’s covered in the ebook or download your copy now.
One of the primary challenges faced by eCommerce marketers is identifying consumers online. With the impending elimination of third-party cookies by Google in 2025, brands are struggling to understand their customers’ behavior and ensure the right messages are reaching the right audience. CDPs, which a few years ago were praised for their ability to do “everything,” can only identify existing customers when they self-authenticate, leaving a significant portion of website traffic unidentified and limiting remarketing opportunities.
Converting shoppers to customers is another critical challenge. Only 2% of website visitors make a purchase, requiring marketers to leverage intelligent content and offers to deliver unique experiences that encourage engagement and conversion. Remarketing messages, offers, and content must be triggered at the right moment in the buying cycle to maximize effectiveness.
Delivering a great customer experience (CX) is also crucial for eCommerce success. CX encompasses the entire customer journey, from browsing and purchasing to post-purchase support and advocacy. To facilitate a seamless experience, marketers must incorporate fluid, ongoing, and automated interactions, such as AI-driven customer service, mobile site optimization, and feedback loops across multiple customer journeys.
Navigating the vast and complex eCommerce marketing technology landscape can be overwhelming. Marketers must carefully evaluate solutions that align with their business goals and customer needs, deciding between best-of-breed and full-stack approaches. Successful vendors often provide best practices, playbooks, and full-service solutions to help organizations get up and running quickly.
To address these challenges, eCommerce marketers need a blueprint for success. This blueprint should focus on five key areas: actionable data, artificial intelligence and decisioning, omnichannel engagement, analytics and insights, and ecosystems and integrations. By leveraging these capabilities, marketers can move from rigid and linear approaches to flexible and adaptive strategies that deliver hyper-personalized customer experiences.
When selecting an eCommerce marketing vendor, it’s essential to ask key questions about their industry experience, data capture and management capabilities, strategic planning approach, personalization capabilities, channel support, results measurement and analysis, and outcome guarantees. The right vendor can help increase sales, improve customer engagement, and enhance the overall marketing strategy.
As the eCommerce landscape continues to evolve, marketers must embrace the challenges and seize the opportunities presented by digital transformation. By focusing on customer-centric strategies, leveraging advanced technologies, and partnering with the right vendors, eCommerce brands can position themselves for long-term success in this new era of marketing.