How to write an e-commerce marketing plan | Smart Insights - Deepstash
Onboarding Matters

Learn more about business with this collection

How to create a successful onboarding process

Why onboarding is crucial for customer retention

How to measure the success of onboarding

Onboarding Matters

Discover 54 similar ideas in

It takes just

8 mins to read

Defining An E-commerce Marketing Plan

E-commerce marketing planning is about formalizing how you intend to drive traffic to a website and convert it from prospective users to customers.

The plan specifies exactly how a business intends to use e-commerce marketing channels to attract, convert and retain customers. With an integrated plan aligned to the business vision and consistent with an omnichannel approach, a business can expect to see accelerated results.

Nearly half of companies don't have a clearly defined digital marketing strategy. Of those who do, the majority have integrated it into their overall marketing strategy.


341 reads

The RACE Framework

The RACE Framework

The RACE Framework is the perfect tool to assist the e-commerce marketing planning stage, allowing you to focus on each stage: plan, reach, act, convert, and engage. The model divides the customer journey into clear phases, demonstrating appropriate marketing activities playing a different role in each stage.


368 reads

The Five-Step E-commerce Marketing Plan

Plan: Create a digital marketing strategy, mission and objectives

Reach: Grow your audience online, situational analysis and competitive landscape, target audience, budget and goals

Act: Encourage brand interactions and leads, media and channels

Convert: Increase online and offline sales through optimization, KPIs and success metrics

Engage: Build customer loyalty and advocacy


339 reads

Step 1: Assess Current Situation (PLAN)

Step 1: Assess Current Situation (PLAN)

Begin your plan by assessing the previous year’s performance. To create an effective digital marketing strategy, you must first have a good idea of what is working as a strength as well as knowing your weaknesses.

You should also have a view of the market and your competitors’ activities.

  • Identify all of your current digital marketing activities.
  • Work out your strengths, weaknesses, opportunities and threats using the SWOT/ TOWS frameworks.
  • Outline your e-commerce marketing goals and make sure you’ve set SMART objectives. 
  • Understand your target market, their needs, wants and expectations.


216 reads

Step 2: Grow Your Audience (REACH)

What is the growth timeline and how do you intend to reach new customers?

Reach involves building awareness of your brand, products, and services. After all, no one can buy from your business if they don’t know it exists.

ToFu (top-of-funnel) tactics as part of your e-commerce marketing plan should focus on how you can use other websites and offline media to drive traffic to your owned media e.g. website, blog, or social media profiles.


188 reads

Maximize Reach Of Marketing

Maximize Reach Of Marketing

  • Define your key brand messages to focus on awareness, familiarity and purchase intent.
  • Embed campaign tracking and attribution to adequately review performance.
  • Perform keyword research to identify strengths and opportunities (both paid and organic search) 
  • Identify the appropriate channels to promote the right content to the right people.
  • Define a paid and display media budget to reach the correct audience.


192 reads

Step 3: Prompt Interactions, Subscribers and Leads (ACT)

What channels and content works best to grab attention with the target audience? What makes them take action?

The ACT stage in the e-commerce marketing plan is aimed at encouraging interactions that will result in lead generation. It focuses on creating interactions with content rather than conversion at this point in the funnel. MoFu (middle-of-funnel) marketing works to position the company as the best provider to suit the customer's needs.

Plan the next year’s activities with appropriate budgets and KPIs specifically aimed at the middle of the funnel.


125 reads

Step 4: Focus On Conversion (CONVERT)

Step 4: Focus On Conversion (CONVERT)

How do you intend to convert a lead to a sale? What activities will persuade your audience to take that vital next step and turn into paying customers? BoFu (bottom-of-funnel) looks at the end of the process; generating the conversion.

Today’s customers expect a personalized digital experience. This might be dynamic landing pages, multichannel marketing offering a range of conversion techniques such as email, LiveChat, and product demos, and fully optimized mobile browsing.


143 reads

Points To Keep In Mind For The Omnichannel Marketing Strategy

It’s important to remember that payment can be made through online e-commerce transactions or offline channels. The customer journey is not linear and a deep dive into analytics and customer data is essential to understanding the path to purchase. You should consider this as part of your omnichannel marketing strategy.

Identify conversion funnels and paths to purchase.

Plan how you can personalize the digital experience within your current constraints and resources.

Establish a communication process between your marketing and development teams.


115 reads

Step 5: Keep It Going (ENGAGE)

This stage in the funnel requires you to keep adding value to your brand experience to generate repeat purchases, build loyalty, and improve customer satisfaction.

  • Plan how you can use content to nurture the post-sale relationship. Examples include storytelling, case studies and engaging social content.
  • Outline your intended onboarding process using e-commerce marketing techniques and online messaging.
  • Establish your multi-channel customer service process e.g. chatbots, social media, call centres.
  • Identify post-sale customer data for remarketing opportunities that will build relationships


112 reads

Measuring the Effectiveness of your e-commerce marketing plan

Measuring the Effectiveness of your e-commerce marketing plan

Your e-commerce marketing plan should include a view as to how you will track and report on all KPIs:

  • Customized Google Analytics goals, segments, events and dimensions to reflect campaigns
  • A conversion-based forecast model for media ROI
  • The conversion rate for different types of leads or subscribers
  • A method of assessing the quality of visitors to your website
  • Attribution across all digital channels, but also how they influence offline sales
  • How to track returning customers and their value
  • Email subscriber engagement
  • Customer satisfaction and loyalty drivers


196 reads



Surveyor planning and development


Thinking about your e-commerce marketing plan for 2022? Use the RACE Framework to create a focussed and well-structured digital marketing strategy.


Explore the World’s

Best Ideas

200,000+ ideas on pretty much any topic. Created by the smartest people around & well-organized so you can explore at will.

An Idea for Everything

Explore the biggest library of insights. And we've infused it with powerful filtering tools so you can easily find what you need.

Knowledge Library

Powerful Saving & Organizational Tools

Save ideas for later reading, for personalized stashes, or for remembering it later.

# Personal Growth

Take Your Ideas


Organize your ideas & listen on the go. And with Pro, there are no limits.

Listen on the go

Just press play and we take care of the words.

Never worry about spotty connections

No Internet access? No problem. Within the mobile app, all your ideas are available, even when offline.

Get Organized with Stashes

Ideas for your next work project? Quotes that inspire you? Put them in the right place so you never lose them.


2 Million Stashers


5,740 Reviews

App Store


72,690 Reviews

Google Play

Ashley Anthony

This app is LOADED with RELEVANT, HELPFUL, AND EDUCATIONAL material. It is creatively intellectual, yet minimal enough to not overstimulate and create a learning block. I am exceptionally impressed with this app!

Shankul Varada

Best app ever! You heard it right. This app has helped me get back on my quest to get things done while equipping myself with knowledge everyday.

Sean Green

Great interesting short snippets of informative articles. Highly recommended to anyone who loves information and lacks patience.


Don’t look further if you love learning new things. A refreshing concept that provides quick ideas for busy thought leaders.

Giovanna Scalzone

Brilliant. It feels fresh and encouraging. So many interesting pieces of information that are just enough to absorb and apply. So happy I found this.

Ghazala Begum

Even five minutes a day will improve your thinking. I've come across new ideas and learnt to improve existing ways to become more motivated, confident and happier.

Laetitia Berton

I have only been using it for a few days now, but I have found answers to questions I had never consciously formulated, or to problems I face everyday at work or at home. I wish I had found this earlier, highly recommended!

Jamyson Haug

Great for quick bits of information and interesting ideas around whatever topics you are interested in. Visually, it looks great as well.

Read & Learn

20x Faster





Access to 200,000+ ideas

Access to the mobile app

Unlimited idea saving & library

Unlimited history

Unlimited listening to ideas

Downloading & offline access

Personalized recommendations

Supercharge your mind with one idea per day

Enter your email and spend 1 minute every day to learn something new.


I agree to receive email updates