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The rise of ecommerce isn’t exactly breaking news. We’ve been glued to our screens for years—but let’s be honest, the pandemic pushed online shopping into overdrive.

Suddenly, speed, convenience, and contactless delivery weren’t just perks—they were non-negotiables.

Meanwhile, physical storefronts have taken a serious hit.

Retail malls—the modern-day watering holes of yesteryear—are losing foot traffic and racking up “For Lease” signs. High rents and empty corridors have forced many businesses to call it quits.

Some malls have already been reinvented into mixed-use spaces, like Phoenix’s Paradise Valley Mall, which now boasts luxury apartments, a Whole Foods, and a few trendy dining spots.

As brick-and-mortar spaces shrink, ecommerce is skyrocketing.

Global ecommerce sales are projected to soar from 2023’s $5.62 trillion to over $8 trillion by 2028, making up nearly a quarter of all retail sales worldwide. If you’re not staking your claim in the digital space, you’re leaving money on the table.

global ecommerce sales to 2028
Forecasted global ecommerce sales from 2022 to 2028. Source: Shopify

Shoppers are building wishlists and filling shopping carts on their phones and laptops. If your brand isn’t in their digital orbit, you’re missing out. But don’t worry—this guide is here to help.

We’ll walk you through 26 actionable ecommerce best practices to kickstart your online store, attract customers, and scale your business. Whether it’s choosing a standout product, creating a seamless shopping experience, or boosting conversions, you’ll find everything you need to succeed online.

Step 1: Finding Your Products, Partners & Platform

Every great ecommerce empire starts with a brilliant trifecta: a product that people need (or at least really want), a reliable partner who’s got your back, and a platform that doesn’t make you want to smash your laptop.

Nail these, and you’re off to the races. Get them wrong? Well, let’s just say it’s a long road to “Sold Out” status.

So, before you start dreaming up logos or debating your brand colors, you’ve got one job: find a killer product.

1. Find a product people can’t resist

If you’re still staring at a blank slate wondering what to sell, here’s the first rule: don’t just pick something because it sounds cool.

Your product needs to be useful (solves a problem), desirable (sparks a “shut up and take my money” vibe), or weirdly specific (the kind of thing only you could think of). Bonus points if it checks all three boxes.

Weighted blankets? Great. Personalized mugs? Perfect. Eco-friendly flowers? Sure, why not.

But don’t just pick what you like—make sure it’s something your customers are already searching for. Tools like SpyFu or Google Keyword Planner can show you if people are actually Googling “eco-friendly flowers” or if you’re about to waste your time on a dud.

Oh, and here’s a freebie: don’t try to swim in a market so crowded it feels like rush hour traffic. You want demand, not a fight to the death. Look for niches where you can stand out.

  • Selling water bottles? Be the eco-warrior brand or the bottle for marathon runners.
  • Selling T-shirts? Make them hilarious or hyper-targeted to a fandom.
  • Selling notebooks? Go for sleek and minimal for professionals, or create doodle-friendly planners for the artistically inclined.

But don’t stop there. Think about the boring stuff, too—like how much it’s going to cost to package and ship your genius idea. A lightweight T-shirt? Easy. A fragile glass vase? That’s going to need bubble wrap, a sturdy box, and a prayer.

If your product can survive shipping and your margins make sense, you’re in business.  

2. Partner with reliable and scalable vendors

You’ve got your product—now it’s time to find a vendor or manufacturer who won’t turn your dreams into a logistical nightmare. Here’s how to lock in the right partner without regret:

  1. Check their online reviews. Treat this like stalking your ex’s new partner on Instagram. What are people saying? Are past customers raving or ranting? Look for reliability, quality, and how they handle problems—because a partner who fumbles at the first sign of trouble isn’t a partner you need.
  2. Request a sample order. Trust issues? Totally valid. Pictures lie, so always test the goods before committing. Your “luxury cashmere scarf” shouldn’t show up feeling like a plastic tablecloth. If the sample’s not solid, run.
  3. Ask about delivery times. You don’t want to find out two weeks before Black Friday that your inventory is stuck in “processing.” Ask how they handle crunch times, supply chain hiccups, and surprises—because surprises suck when they involve missed deadlines.
  4. Ensure they can scale with you. A vendor who’s perfect for your first 100 orders might flounder when you’re ordering 1,000. Ask about their capacity to grow with you, because you don’t want to outpace them just when things get exciting.
  5. Test their communication skills. If you’re still waiting on a reply to your first email, imagine how it’ll be when you’re juggling urgent orders. A partner who’s slow, inflexible, or just plain bad at listening will drain your energy (and your patience).
  6. Clarify pricing and hidden fees. Nobody likes surprise charges—unless they come with cake. Make sure you’re clear on costs upfront, and watch for hidden fees like packaging or rush charges that could eat into your profits faster than you can say, “Wait, what?”

Picking the right vendor is like picking a business partner: they need to have your back, keep their promises, and help you shine. Get it right, and you’ll have a partner who makes your life easier—not harder. 

3. Choose the best ecommerce platform

Building an online store? Simple. Picking the right platform? That’s where the stakes get high. Your ecommerce platform is the foundation of your business—it determines how easy it is to build, manage, and grow your store.

Choosing wrong won’t doom you, but it’ll definitely make life harder than it needs to be.

Ecommerce best practice

Ecommerce best practice

Most platforms offer free trials, so take them for a spin before committing. Think of it as test-driving your future business hub.

Here’s a closer look at four popular platforms to help you decide:

Shopify

The gold standard for ecommerce platforms—Shopify is built for growth.

Why it’s great: Shopify is a top-tier choice for anyone serious about scaling. Whether you’re just starting out or running a large ecommerce operation, it’s packed with features to help you sell more. Plans start at $29/month (including hosting), so it’s beginner-friendly while still powerful enough for the pros.

rare device screenshot
Screenshot of Rare Device, an online store and art gallery featuring items by local designers, built on a Shopify template

What we love:

  • Responsive customer support and an active developer community for backup when things get tricky.
  • Hundreds of themes to create a professional, high-quality ecommerce website.
  • A massive library of third-party apps for SEO, retargeting, upselling, and more—basically, everything you need to boost conversions.

Wix

Wix

If creative control is what you’re after, Wix has you covered.

Why it’s great: With over 500 design templates, Wix lets you build a beautiful online store exactly how you envision it—no coding required. It’s ideal for creative entrepreneurs who want their site to reflect their unique vibe without a lot of hassle.

wix screenshot
A screenshot of sparkling beverage brand Ciao’s ecommerce homepage created using Wix

What we love:

  • Drag-and-drop web design with unmatched flexibility.
  • A sneaky trial period—upgrade to a paid plan, try it for 14 days, and cancel if it’s not your jam.
  • Beginner-friendly but with enough options to satisfy control freaks (in the best way).

What to watch out for: If you forget to cancel your trial, your credit card might surprise you.

BigCommerce 

BigCommerce is all business—straightforward and reliable for scaling your store.

Why it’s great: BigCommerce offers built-in features that make life easier and waives transaction fees, so more of your hard-earned money stays with you. It’s perfect for businesses that need solid functionality without a lot of fluff.

burrow screenshot
A screenshot of Burrow, a furniture store powered by BigCommerce

What we love:

  • A 15-day free trial to test the waters.
  • Over 170 professional themes to get your store up and running fast.
  • No transaction fees—every sale stays profitable.

What to watch out for: While BigCommerce is feature-rich, its app marketplace isn’t as expansive as Shopify’s, so customization can feel limited. 

Squarespace

Squarespace: sleek, stylish, and perfect for niche stores with tight budgets.

Why it’s great: Squarespace combines affordability with high-quality designs, making it an excellent choice for smaller businesses or niche ecommerce brands. Plans start at just $25/month, and its themes give your store a polished, professional look without breaking the bank.

oishii screenshot
A screenshot of Oishii, an online store that sells high-grade strawberries grown in an indoor vertical farm, made using Squarespace

What we love:

  • Affordable plans and more than 230 stunning themes.
  • Great for small, design-focused brands that want an elegant web page.
  • Easy-to-use tools for building and managing your store.

What to watch out for:

  • Limited payment options (Stripe, PayPal, Apple Pay) might annoy a few customers.
  • Transaction fees on the Business plan could cut into your margins.
  • No app marketplace, so you’ll need to stick to built-in features.

The best ecommerce platform depends on your goals. Shopify is a powerhouse for scaling big. Wix offers unmatched design flexibility. BigCommerce balances solid features with no transaction fees. Squarespace gives you style on a budget.

Still undecided? Check out The Ecomm Manager’s in-depth guide to ecommerce platforms for even more insights. We also have a handy top 10 list of our big faves:

Step 2: Setting Up Your Ecommerce Store

With your product and platform in place, it’s time to set up your ecommerce store—the digital HQ for your brand.

Your site should do more than just look good; it needs to provide a seamless shopping experience that guides potential customers from browsing to checkout with ease.

Focus on intuitive navigation, fast load times, mobile responsiveness, and trust signals that build confidence. This is your chance to create a digital storefront that’s as inviting and polished as any high-end boutique—minus the rent.

4. Secure a domain name that stands out

Your domain name is your store’s first impression—it’s the digital version of a storefront sign.

Ideally, it matches your business name, so customers can easily find you. If you’re still brainstorming your brand, lock that down before buying your domain.

What if your dream domain is taken? Don’t panic. Get creative with variations, like adding a relevant keyword, using your niche, or including a location if applicable. Just make sure it’s memorable, easy to spell, and doesn’t require a decoder ring to figure out.

domain name infographic
Ecommerce best practice

Ecommerce best practice

Google loves a domain name that reflects your niche or product. For example, if you’re selling vintage clothing, a domain like “RetroRevivalVintage.com” gives Google a helpful nudge in categorizing your store early on. This is especially useful while you’re still building organic traffic.

Your domain name isn’t just a URL—it’s part of your brand identity. Make it count.

5. Design a store your customers will love

Your ecommerce store isn’t just a website—it’s your brand’s chance to impress, delight, and convince people to part with their hard-earned cash.

Get the website design right, and you’ll have customers sticking around long enough to hit “Buy Now.” Here’s how to make your store a standout:

  • Pick a theme and own it. Choose a design that reflects your brand’s personality, then go all-in with your logo and colors. Tower 28 nails this with their lavender-and-orange aesthetic, which perfectly speaks to their target audience of young, bold beauty lovers.
tower 28 screenshot
A screenshot of Tower 28’s mobile homepage
  • Make navigation idiot-proof. Customers should know exactly where to go the second they land on your homepage. Create a top nav bar with clear categories, an About page, a Contact page, and—this is non-negotiable—a search bar. If people can’t find what they’re looking for fast, they’re gone.
  • Organize your products in smart ways. Think about what makes sense for your audience. CocoFloss, for example, groups products by fragrance, individual floss options, and curated gift lists. For skincare, try categories like “dry skin” or “anti-aging.” Selling coffee? Group by roast level or flavor.
cocofloss homepage screenshot
cocofloss top navigation screenshot
A screenshot of CocoFloss’s top navigation
  • Highlight the good stuff. Put your top-selling items, new arrivals, or limited-time offers front and center. People love being told what’s popular or about to sell out—it makes them want it more.
  • Guide customers to checkout. Once the design’s locked, make sure every page works to push customers closer to hitting that checkout button. The best design isn’t just pretty—it makes people spend money.
website customer journey map graphic

Your store’s design should look great, work great, and feel like it gets your customers. Put the effort in now, and they’ll keep coming back for more.

Using a stellar website builder is a great way to get all this done without the headaches of more technical platforms. Here are our favorite website builders for your consideration:

6. Share your brand story to build trust and loyalty

Your About page isn’t just fluff—it’s your chance to turn browsers into believers. Since customers can’t touch, feel, or smell your products (and let’s be honest, sometimes that’s for the best), your story has to create the connection.

People love buying from brands that feel human, relatable, and purposeful.

Here’s how to craft a killer brand story:

  • Answer the big questions. Start with these prompts, and you’ll have About page gold:
    • How did you discover this product?
    • How did it change your life?
    • Why are you so passionate about sharing it with the world?
  • Get personal. Look at SoapSox, a brand that makes plush toys that double as washcloths for kids. Their founder shares how his experience working with children inspired him to create a product that turned stressful bath times into something comforting and fun. It’s heartfelt, relatable, and it makes you want to support them.
storytime about page screenshot
Screenshot of SoapSox’s Storytime About page
  • Be authentic. Customers can sniff out a fake story faster than a bad sales pitch. If your brand doesn’t have a dramatic origin story, that’s okay. Just be real about your mission and values.
  • Make it purposeful. A great story isn’t just about you—it’s about how your product or business makes your customers’ lives better. Tie your story to what you’re offering.
Ecommerce pro tip

Ecommerce pro tip

Your About page isn’t just for storytelling—it’s part of your content marketing strategy. Use it to build trust, show authenticity, and give customers a reason to choose you over the next guy.

Need help crafting the perfect brand story? Check out our content marketing strategy guide.

7. Use stunning visuals to sell your products

In ecommerce, visuals aren’t just a “nice-to-have”—they’re the deciding factor for most shoppers.

Blurry, low-resolution images? Hard pass. If your product photos and videos don’t scream “high-quality,” customers will bounce faster than a site with a 10-second load time (also a big turn-off).

Here’s how to nail your product visuals:

  • Go high-res or go home. Your images should be crisp, clear, and showcase your product in the best light (literally). Invest in professional photography or learn how to DIY with good lighting and the right angles.
  • Add video for the full effect. Customers want to see how your product looks, moves, and works in real life. Take a cue from Free People, which uses short videos on product pages to show clothing in motion—helping shoppers picture how it’ll fit and flow.
  • Use multiple angles. Show your product from every perspective—front, back, side, close-ups of details—so customers feel confident they know exactly what they’re buying. For fashion, consider showing items on diverse models to appeal to a broader audience.
  • Create lifestyle imagery. Help customers envision using your product in their daily lives. Selling coffee mugs? Show them styled on a breakfast table. Selling sneakers? Show someone lacing them up before a run.
  • Be consistent with your aesthetic. Your product images and videos should match your brand’s vibe. If your store is minimalist, keep your photos clean and simple. If your brand is bold and edgy, let that personality shine through in your visuals.
  • Optimize for speed and SEO. Use compressed file sizes to keep your page load times fast, and add alt text to your images to help with search engine optimization (SEO). Beautiful visuals won’t help if your site takes forever to load or if Google doesn’t know they exist.
Ecommerce best practice

Ecommerce best practice

Test your visuals on mobile devices. Most shoppers will visit your site on their phones, so your images and videos need to look just as stunning on a smaller screen.

When your visuals are polished and purposeful, they don’t just showcase your products—they sell them.

8. Capture leads with irresistible forms

Not every visitor is ready to hit “Buy Now” the first time they land on your site, but that doesn’t mean they’re a lost cause. The trick? Capture their info so you can keep the conversation going. Enter: irresistible lead forms.

Here’s how to make your forms work hard for you:

  • Offer a compelling incentive. People won’t give up their email for nothing. Sweeten the deal with a discount, free shipping, or exclusive perks. Take Our Place’s example: they use a clean, minimal email pop-up with “Get 20% Off” as the clear call to action. Who doesn’t love a deal?
  • Keep it simple. Don’t scare people off with a mile-long form. Ask for just the basics—like their email and maybe their first name—so they can sign up in seconds.
  • Showcase your product. Give visitors a taste of what they’re signing up for. Our Place uses a GIF of their best-selling Always Pan in their email pop-up, which not only grabs attention but also reminds people why they’re interested in the first place.
our place newsletter pop up screenshot
A screenshot of Our Place’s newsletter pop-up design
  • Make it mobile-friendly. Most visitors will see your forms on a mobile device, so ensure they’re responsive, easy to read, and quick to fill out on smaller screens.
  • Time it right. Don’t shove a form in someone’s face the second they land on your site. Use exit intent, a timed delay, or page scroll triggers to show your form when they’re most likely to engage.
Ecommerce pro tip

Ecommerce pro tip

Pair your email capture form with a promise of value. Whether it’s early access to new products, a discount code, or helpful tips in their inbox, make it clear what they’ll get in return for signing up.

Leads are your lifeline for turning curious browsers into loyal customers. The better your forms, the more chances you have to grow your audience—and your sales.

9. Add trust signals to boost confidence and sales

Let’s face it: shopping online can feel risky. Customers worry about scams, bad products, or wasting money. The solution? Trust signals. These small but mighty elements reassure shoppers that buying from you is safe, smart, and stress-free.

What are trust signals? They’re visual cues—like badges, icons, or text—that build confidence in your brand. Think:

  • Free returns and satisfaction guarantees (but only promise these if you can deliver).
  • Scientific claims that prove your product works.
  • Trial periods that let customers “try before they buy.”
  • The magic words: free shipping.

Example: Hush Blankets puts trust front and center on their homepage. They highlight their scientifically proven results, adaptability to all seasons, and the option to test the product before committing. Combine that with a “free shipping” badge, and it’s no wonder they win over hesitant shoppers.

hush blankets homepage with badges screenshot

Secure checkout is non-negotiable. A secure checkout badge isn’t just nice to have—it’s essential. Customers need to know their credit card info is safe. Displaying a badge at checkout shows you take their privacy seriously, which can significantly improve conversion rates.

Where to place trust signals:

  • Your homepage, to grab attention right away.
  • Product pages, to highlight guarantees and benefits.
  • Checkout pages, to reassure shoppers at the final step.

Trust signals are like a friendly nod that says, “You’re in good hands.” Use them wisely, deliver on your promises, and watch your sales climb. 

Step 3: Optimizing Your Store for Success

Creating your ecommerce site is just the first step. To get people to find it—and more importantly, to buy—you need to optimize like a pro.

This means fine-tuning your store for visibility, usability, and conversion. Whether you’re diving into SEO, email marketing, or social media, the goal is the same: drive traffic and turn visitors into customers.

10. Supercharge your store with SEO best practices

SEO isn’t just for tech nerds—it’s your ticket to getting noticed (racking in rankings) in the crowded ecommerce world.

While you probably dabbled in keyword research during the product phase, now’s the time to double down and make it a core part of your content and digital marketing strategy.

Here’s how to get your ecommerce SEO game on point:

  • Dig into keyword research. What are your customers searching for? Use tools like Ahrefs, Semrush, or Google Trends to uncover keywords, phrases, and questions people type into search engines. Focus on terms that fit every stage of the conversion funnel:
    • Top of Funnel (TOFU): Educational content like “best eco-friendly gift ideas”
    • Middle of Funnel (MOFU): Comparisons like “eco-friendly candles vs. soy candles”
    • Bottom of Funnel (BOFU): Purchase-focused searches like “buy lavender soy candle.”
  • Target key pages. Make sure your most important pages—homepage, product pages, and category pages—are optimized with keywords your audience cares about. Don’t just toss in keywords randomly; integrate them naturally into your product descriptions, headers, and metadata.
  • Go beyond product names. Think about your product’s standout attributes and include those in your copy. For example, instead of just calling it a “travel mug,” highlight features like “insulated stainless steel travel mug” or “spill-proof coffee mug for commuters.”
  • Track trends. Trending keywords and topics can give your content a boost. Are there breakout search terms relevant to your niche? Use them in blog posts, FAQs, or social media to ride the wave of popularity.

Pro tip: SEO is about more than keywords—it’s about providing value. Don’t just say your product is the best—show it by creating helpful, engaging content that solves problems, answers questions, or inspires your audience.

Mastering SEO takes effort, but it pays off big. With the right keywords and content strategy, you’ll drive organic traffic to your store and turn casual browsers into loyal customers.

11. Deliver an exceptional user experience (UX)

Your ecommerce store could have the best products in the world, but if it’s a pain to use, no one’s sticking around.

Clunky navigation, slow load times, and pages that look like they were built in 2005? Say goodbye to your customers—and your sales.

Here’s how to create a UX that makes people want to stay (and shop):

  • Make navigation idiot-proof. Your menu should be so clear a toddler could figure it out. Logical categories, a search bar, and easy access to essentials like your About page and Contact info are must-haves.
  • Speed matters. If your site takes longer to load than it takes to microwave a burrito, you’re losing customers. Compress images, use a fast host, and keep things running like a well-oiled machine.
  • Go mobile-first. Most of your traffic will come from mobile devices, so your site better look and work perfectly on a phone. Test every page to make sure it’s responsive and frustration-free.
  • Streamline the checkout process. No one wants to fill out a five-page form just to buy a $20 product. Offer guest checkout, save customer info for next time, and give them payment options galore.
  • Build trust. Add secure checkout badges, clear return policies, and customer reviews to reassure your shoppers that you’re the real deal.

Good UX is like good manners: it’s about making people feel comfortable and welcome. Nail it, and your customers will keep coming back for more.

12. Build product pages that convert like crazy

Your product pages are where the magic happens—or doesn’t. If they’re boring, confusing, or missing key info, customers will peace out faster than you can say “bounce rate.” But if they’re done right, they’ll turn browsers into buyers in no time.

Here’s how to make your product pages unstoppable:

  • Show, don’t tell. High-quality visuals are non-negotiable. Use multiple angles, zoom-in options, and videos to show your product in action. Make customers feel like they already own it.
  • Write descriptions that actually sell. Skip the generic copy. Highlight what makes your product awesome and why customers need it. Features are cool, but benefits seal the deal—tell them how it’ll make their life easier, better, or just plain cooler.
  • Use reviews to build trust. Let your customers do the talking with reviews, star ratings, and testimonials. Got a photo of someone using your product? Even better. Social proof isn’t just nice; it’s essential.
  • Keep the CTAs loud and proud. Your call-to-action buttons should be bold, obvious, and action-packed. “Add to Cart” or “Buy Now” works; “Click Here Maybe” does not.
  • Answer their questions upfront. Don’t make people dig for key details. Put the price, shipping info, and return policy front and center. Clarity kills hesitation.
  • Suggest more to buy. Don’t stop at one sale. Use upsell sections like “You might also like” or “Complete the look” to boost your cart value.

Great product pages don’t just sell—they convince, excite, and make hitting “Buy” feel like a no-brainer.

13. Offer flexible payment options that customers love

Offering flexible payment options is about removing barriers to purchase—because not everyone wants to drop a chunk of cash all at once. Here’s what you need to know to make payment painless and appealing:

Why it matters: High price points can scare people off, especially if they’re on the fence. Flexible options like buy now, pay later (BNPL) let customers split payments into smaller chunks without interest. This gives them more confidence to buy without breaking the bank.

How to do it right:

  • Add BNPL services like Klarna, Afterpay, or Affirm. They’re popular, easy to implement, and let you appeal to budget-conscious shoppers.
  • Accept a wide range of payment methods. Beyond credit cards, think PayPal, Apple Pay, Google Pay, and even crypto if that’s your crowd.
  • Call out payment flexibility on key pages. Include it on product pages, checkout, and even in ads. A simple message like “Pay in 4 easy installments” can push customers to convert.

The bottom line: When you make payments flexible and clear, customers feel empowered—and you’re more likely to close the sale. It’s a small change with big impact.

The right payment processing software will get you exactly what you need to give your customers the options they desire. Here are our faves:

14. Make shipping options fast, free, and irresistible

Shipping can make or break the sale. Customers love fast shipping, free shipping, or—best case—both. Get it right, and they’ll hit “Buy Now” faster than you can say “tracking number.”

Why shipping options matter:

  • Speed wins. Offering fast or next-day shipping can set your store apart. We’ve all been spoiled by two-day delivery (thanks, Amazon), so customers now expect it as the norm.
  • Free shipping is king. In 2022, 73% of shoppers said they were more likely to buy if free shipping was an option. It’s simple: people hate paying for shipping—it feels like a hidden tax on their purchase.

How to make it work for your business:

  • Offer tiered options. Give customers choices: standard, expedited, or free shipping on orders over a certain amount. This way, you’re covering your costs while appealing to budget-conscious buyers.
  • Bake it into pricing. Free shipping doesn’t have to mean taking a hit. Add the cost into your product pricing or set a free shipping threshold (e.g., free shipping on orders over $50).
  • Be transparent. Spell out delivery times and costs clearly. There’s nothing worse than sticker shock at checkout because unexpected shipping fees popped up.

Ecommerce best practice: Test free shipping on your best-selling products or during promotional periods to see how it impacts conversion rates. Sometimes, the boost in sales can more than offset the added cost.

Shipping is more than just logistics—it’s part of your customer experience. Make it fast, affordable, and crystal clear, and you’ll keep customers coming back.

Read our in-depth guide on ecommerce shipping to learn more. And check out our top picks for ecommerce shipping software:

15. Provide support that wows your customers

Great customer support isn’t just about answering questions—it’s about creating an experience that makes people want to come back. Whether it’s a live chat, a dedicated phone line, or a friendly email, exceptional service can turn a one-time buyer into a lifelong fan.

  • Speed is everything. Customers don’t want to wait days for a response. A quick reply during their purchase decision—whether it’s through a chatbot, live agent, or email—can make the difference between a sale and an abandoned cart.
  • Options matter. Not everyone wants to hop on a call. By offering multiple support channels (live chat, email, phone, or even a detailed FAQ), you meet customers where they’re most comfortable.

And here’s the thing: 81% of customers say a great support experience makes them more likely to buy again. It’s not just about fixing issues—it’s about leaving a positive impression they’ll remember.

Ecommerce best practice

Ecommerce best practice

Train your support team to go beyond the basics. Encourage them to recommend products, add a personal touch to interactions, and show customers they’re valued. It’s these little extras that turn problem-solving into relationship-building.

When your customer support is fast, friendly, and effective, you’re not just answering questions—you’re building trust, loyalty, and a whole community of satisfied customers.

Great customer service software makes it easy to provide that winning customer support that’ll make you the bell of the shopping ball. Here are our top picks:

Step 4: Boost Your Conversions and Sales

Getting people to your ecommerce store is one thing—convincing them to hit “Buy Now” is another.

Boosting conversions and driving sales requires more than just great products—it’s about crafting an experience that guides customers from browsing to checkout without hesitation.

From tackling cart abandonment to creating irresistible landing pages, this step is all about fine-tuning your store to turn visitors into buyers and buyers into repeat customers.

16. Stop cart abandonment in its tracks

Few things are worse than seeing customers load up their carts, only to leave without buying. Even worse? Finding out your checkout process is the problem.

Glitches, slow load times, or confusing steps can drive people away faster than a pop-up ad.

How to prevent cart abandonment:

  • Test your checkout process—thoroughly. Before sending anyone to your shiny new ecommerce store, walk through the entire shopping journey on both desktop and mobile. Add items to your cart, enter a discount code, and complete the purchase. If something doesn’t work—or just feels clunky—fix it now.
  • Eliminate friction. The checkout process should be seamless. Avoid unnecessary steps, offer guest checkout options, and make sure payment methods are clear and easy to use. Every extra click or confusing moment increases the chance of a customer bouncing.
  • Optimize product pages. Make sure product images load quickly, descriptions are clear, and CTAs like “Add to Cart” are impossible to miss. Slow load times or broken elements can ruin the experience before customers even get to checkout.
Pro tip

Pro tip

Test your site regularly, not just at launch. Update plugins, check for broken links, and ensure the experience is smooth every time—especially before big sales or marketing pushes.

When you’ve ironed out the kinks, you’re not just saving sales—you’re building trust. Customers who have a smooth, frustration-free checkout experience are far more likely to return for round two.

And, wouldn’t you know it, there’s software for keeping cart abandonment at bay. Here are our favorite cart abandonment software:

17. Upsell smarter to boost your revenue

Want to squeeze more value out of every customer without coming off as pushy? That’s where upselling comes in. Done right, it’s not just about increasing cart size—it’s about giving customers exactly what they didn’t know they needed.

Here’s how to upsell like a pro:

  • Keep it relevant, not random. Nobody wants to be hit with irrelevant product suggestions. Selling a phone case? Pair it with a pop socket or a screen protector. Apps like Shopify’s Product Page Upsell and Discounts make this easy with customizable pop-ups that fit your brand and boost sales.
  • Bundle like a boss. Group complementary products into sets that scream “value.” Best-seller bundles, holiday-themed sets, or curated collections are great ways to entice customers to spend a little more—and feel like they’re getting a deal.
  • Lean into subscriptions. The right subscription model can turn casual shoppers into loyal regulars. Think toothpaste, razors, or skincare—not sofas or washing machines. Take notes from Joy Razors, which offers delivery options that feel thoughtful, not overbearing.
joy razors delivery and recommended option sccreenshot
A screenshot of Joy Razor’s product page with built-in subscription model
  • Delight them. Upselling isn’t just about pushing products—it’s about creating moments that wow your customers. Think unique packaging, clever add-ons, or products designed to be Instagram-worthy. Rifle Paper Co.’s advent calendar is a prime example of turning a simple purchase into a shareable experience.
rifle paper co screenshot

As Guy Kawasaki said:

When you enchant people, your goal is not to make money from them... but to fill them with great delight.

Focus on making your customers’ experience magical, and the sales will follow.

Upselling isn’t about squeezing every penny—it’s about showing your customers that you understand their needs (and maybe surprising them with a little extra). Do it right, and you’ll build loyalty and bigger baskets in one fell swoop.

18. Maximize impact with multichannel marketing

Marketing your ecommerce store isn’t just about throwing ads everywhere and hoping for the best.

A smart multichannel approach ensures your messaging reaches the right people at the right time—whether they’re on Google, social media, or checking their inbox.

Step 1: Make every channel count.

Take a page from Hello Fresh’s playbook. Their Google ads don’t just grab attention—they seal the deal by:

  • Reassuring potential customers with flexible, customizable delivery options.
  • Highlighting enticing offers in the headline (everyone loves a discount).
  • Emphasizing key benefits like convenience and quality ingredients.
hellofresh ad on google screenshot

Your ads should do the same. Whether it’s Google, Facebook, or TikTok, tailor your message to the platform and focus on what your audience values most.

Step 2: Segment your email list.

Now that you’ve got subscribers, it’s time to get personal. Email segmentation lets you speak directly to specific groups of customers, increasing the likelihood they’ll open, click, and convert.

How to segment effectively:

  • Demographics: Age, location, and gender are a good starting point.
  • Behavior: Segment by what they’ve purchased, how often they shop, or how they interact with your site.
  • Interests: Use sign-up forms to ask what they’re shopping for. Knix, for example, segments subscribers by preferences like activewear or maternity, ensuring their emails feel personal and relevant.
knix newsletter sign up screenshot

Step 3: Create consistent messaging across platforms.

From your ads to your emails, every touchpoint should feel cohesive. That doesn’t mean copy-pasting the same message—it means using the same tone, voice, and brand identity across all your channels.

Pro tip

Pro tip

Test and tweak constantly. What works on one platform might not work on another. Use analytics to track performance and optimize your strategy over time.

Multichannel marketing isn’t about being everywhere; it’s about being in the right places with the right message. When done well, it can drive traffic, boost conversions, and keep your brand top-of-mind for your audience.

19. Turn reviews into your secret sales weapon

Reviews can’t be something you do off the side of your desk. They are essential parts of your ecommerce strategy.

They build trust, boost conversion rates, and, let’s be honest, do half your selling for you. With social proof driving over 50% of buying decisions (even ahead of price and free shipping), it’s time to make customer reviews the star of your store.

Where to showcase reviews:

  • Front and center. Your homepage and product pages should flaunt your five-star reviews. Potential buyers need to see them without having to dig around.
  • Everywhere decisions happen. Add reviews near your “Buy Now” buttons and on checkout pages to nudge hesitant shoppers over the finish line.

Pro tip: Just starting out and don’t have reviews yet? Slip a thank-you note into your packaging asking happy customers to leave one. It’s an easy way to build up testimonials as your sales grow.

Why reviews matter: Customer reviews don’t just validate your products—they humanize your brand. A five-star testimonial about your shipping speed, quality, or product reliability speaks volumes, giving potential buyers insights they can trust.

glossier customer reviews screenshot

Take Glossier’s reviews for their Lash Slick mascara. Customers praised its water-resistant wear with hilariously relatable stories about surviving ugly cries in therapy.

These kinds of personal, quirky testimonials aren’t just social proof—they’re mini marketing campaigns that connect with your audience and build community.

Actionable tip

Actionable tip

Encourage reviews that are authentic, detailed, and (when appropriate) entertaining. A great review doesn’t just boost sales; it can make your brand more relatable and memorable.

Your product pages can say a lot, but reviews? They seal the deal. Start prioritizing them today, and watch how quickly they turn into your best-performing sales tool.

20. Bring back customers with retargeting magic

Not every visitor will buy on their first trip to your store. That’s okay—it’s not the end of the story. Retargeting ads are your secret weapon for getting those window shoppers to come back and finally hit “Buy Now.”

How retargeting works: Retargeting tools like Adroll or Remarkety track potential buyers who visit your site and show them ads as they browse elsewhere. Think of it as a friendly nudge: “Hey, remember that awesome product you looked at? It’s still here, waiting for you!”

What makes retargeting work:

  • Timely offers. Give them a reason to return, like a flash sale, free shipping, or a limited-time gift with purchase. Your ad’s call to action should be clear, enticing, and urgent.
  • Dynamic content. Retargeting tools can show ads featuring the exact product someone viewed, making the ad feel personalized and impossible to ignore.
  • Consistency across channels. Hit them where they’re most active—Google, Instagram, Facebook, or even email. Retargeting works best when it feels like a natural extension of their browsing habits.

Pro tip: Don’t overdo it. Showing someone the same ad ten times in a row is more annoying than effective. Set frequency limits so your brand stays on their radar without becoming a digital stalker.

Retargeting is all about turning “not yet” into “yes.” With the right mix of personalization and irresistible offers, you can bring back potential customers and turn missed opportunities into big wins.

21. Create landing pages that seal the deal

Landing pages are where curious clicks turn into conversions. Whether it’s a lead form, a product showcase, or a sales pitch, these focused pages are designed to do one thing: seal the deal.

What makes a killer landing page?

  1. A magnetic headline. Grab attention right away with a headline that’s clear, catchy, and benefit-driven.
  2. Irresistible product benefits. Show customers exactly how your product solves their problems or improves their lives. Be specific and compelling.
  3. Visuals that sell. Include high-quality product images, demo videos, or even gifs to highlight your product in action.
  4. Trust signals. Add testimonials, reviews, or stats to reassure visitors they’re making the right choice.
  5. A strong call to action (CTA). Make your CTA bold, obvious, and action-oriented. “Get Started,” “Claim Your Discount,” or “Shop Now” beats “Submit” any day.

Pro Tip

Add a lead form if your goal is to build your email list. Wealthsimple nails this with a simple, distraction-free landing page that asks for just a name and email to get started with their free account.

The fewer fields, the better—nobody wants to fill out a form longer than a DMV application.

wealthsimple landing page with form screenshot
A screenshot of Wealthsimple’s landing page

The secret to great landing pages? Empathy.

As Brian Solis, digital analyst and author, says:

People are seeking answers and direction, not messages or sales pitches.

Step into your customer’s shoes and craft a page that feels like it’s speaking directly to them.

Landing pages aren’t just a tool—they’re your chance to connect, convert, and create loyal customers. Done right, they’ll become one of your biggest conversion drivers.

Find our favorite landing page builders here:

22. Send SMS offers that convert on the go

Text messaging isn’t just for reminding your friends about dinner plans—it’s a powerhouse marketing tool that keeps your brand top-of-mind and drives real conversions. With SMS marketing, you can reach customers wherever they are, right in the palm of their hand.

Why SMS works:

  • Instant attention. Texts get read fast—usually within minutes. Perfect for flash sales, special discounts, or cart abandonment reminders.
  • Personal touch. Unlike mass emails, SMS feels more direct and personalized, making customers more likely to engage.

How to nail SMS marketing:

  • Offer irresistible deals. Use SMS to send exclusive offers or limited-time discounts that motivate quick action. A message like “24-hour flash sale—get 20% off sitewide!” is hard to ignore.
  • Choose the right tools. Platforms like Attentive and Text Magic make it easy to send personalized texts and automate campaigns.
  • Time it right. Don’t spam customers at random times. Stick to high-engagement periods like mid-morning or early evening, when people are more likely to read and act.

Example: NudeStix is a pro at SMS marketing. They send timely messages with personalized offers, keeping their audience in the loop without overloading their inboxes.

nudestix text message on customers screenshot
Pro tip

Pro tip

Combine SMS with email and retargeting to create a multichannel strategy that covers all bases. A quick follow-up text after an abandoned cart email can be the nudge someone needs to complete their purchase.

SMS marketing is direct, affordable, and effective. Done right, it’ll help you stay connected with your customers and keep your sales rolling in.

Step 5: Track and Scaling Your Ecommerce Brand

You’ve set up your store, optimized it for conversions, and started reeling in sales. Now comes the critical part: tracking your progress and scaling your operations.

Growth doesn’t happen by chance—it happens when you make data-driven decisions and continuously improve your processes.

From understanding what’s working (and what’s not) to identifying growth opportunities, tracking and scaling are what separate a thriving ecommerce business from one that stalls.

23. Track performance with Google Analytics like a pro

Data drives decisions, and Google Analytics is your secret weapon for making those decisions smarter. Here’s what you can do with it:

What Google Analytics tells you:

  • Traffic insights. Find out where your visitors are coming from—organic search, social media, email, or ads.
  • Page performance. See which pages attract the most visitors and where people are dropping off.
  • User behavior. Understand how customers navigate your site and identify roadblocks in their journey to checkout.

How to get started:

  1. Set up your account. It’s free and takes minutes. Just connect your site to Google Analytics to start tracking data.
  2. Focus on the essentials. Monitor metrics like conversion rates, bounce rates, and traffic sources. Don’t get lost in data overload—stick to what matters.
  3. Check in regularly. Make time to review your data weekly. Spot trends, pinpoint issues, and adapt your strategy as needed.

Use insights from your data to experiment. For example, if a product page has a high bounce rate, test changes to the layout, images, or copy to improve engagement. Small tweaks based on data can lead to big results.

Tracking your site’s performance is how you grow, scale, and stay ahead of the competition.

24. Test, refine, and repeat for success

Your ecommerce store isn’t a “set it and forget it” operation—it’s a constant work in progress. The most successful brands are always testing, analyzing, and refining to stay ahead of the competition and meet evolving customer needs.

How to stay ahead:

  • A/B test everything. From product page layouts to CTA button colors, test different elements to see what resonates with your audience.
  • Analyze the data. Use tools like Google Analytics and heatmaps to understand how customers interact with your site and identify areas for improvement.
  • Make incremental changes. Don’t overhaul your entire site at once. Test small tweaks, measure the results, and iterate from there.
Pro tip

Pro tip

The market evolves fast—your store should too. Keep experimenting with new ideas to ensure you’re meeting customer expectations and staying competitive.

Iterate wisely with the right tools. Here are our picks for best ecommerce analytics software:

25. Expand your reach with new sales channels

Why limit yourself to just one storefront? Diversifying your sales channels helps you reach more customers, build brand awareness, and boost your bottom line. Here are some ideas of how to do it:

  • Promote your social channels. Use your ecommerce site to drive traffic to your TikTok, Instagram, Pinterest, or wherever your audience hangs out. Add clear CTAs like “Follow us for exclusive deals!” or “Join our live chats every week.”
  • Turn social media into a selling tool. Platforms like Instagram and TikTok allow you to sell directly through shoppable posts, making it easier than ever for followers to become customers.
  • Experiment with marketplaces. If it aligns with your strategy, expand to Amazon, Etsy, or eBay to tap into new audiences.
Pro tip

Pro tip

Social media isn’t just for fun—it’s a sales machine when used strategically. Post content that adds value, whether it’s recipes on Pinterest or live Q&As on Instagram, and make it easy for followers to shop directly from your posts.

26. Optimize your store for the mobile-first world

More than half of all ecommerce traffic comes from mobile devices. If your store isn’t mobile-friendly, you’re missing out on a massive slice of the market.

Here’s how to nail mobile optimization:

  • Responsive design is non-negotiable. Your site should look and work flawlessly on any screen size. Test every page—product pages, checkout, and even pop-ups—to ensure they’re mobile-friendly.
  • Speed matters. Mobile users won’t wait. Compress images, minimize scripts, and use tools like Google’s PageSpeed Insights to make sure your site loads quickly.
  • Simplify navigation. Make it easy for mobile shoppers to find what they need with streamlined navigation bars, clear categories, and a search bar that’s easy to use on a small screen.
  • Optimize for touch. Buttons, links, and CTAs should be large enough to tap without frustration.
Pro tip

Pro tip

Test your site on multiple devices. Your store might look great on your iPhone, but does it shine on an Android or tablet? Cover all your bases to ensure a seamless experience for every mobile user.

Your Game Plan for Ecommerce Domination

You’ve got the product, the platform, and now, the step-by-step guide to running an ecommerce empire that makes your competitors weep.

From crushing cart abandonment to building a mobile-first store that wows, this playbook has all the tools you need to turn browsers into buyers and buyers into raving fans.

Here’s the thing: you don’t have to do it all at once.

Start with the strategies that make the most sense for where you are right now. Maybe it’s fine-tuning your product pages, launching retargeting ads, or finally testing that subscription model you’ve been dreaming about. Whatever you tackle first, do it well, test it often, and iterate until it’s perfect.

And let’s not forget: it’s not just about the sale.

It’s about creating an experience. A killer unboxing moment. A support interaction that leaves them smiling. A product so good they tell everyone they know. Every touchpoint matters, and when you get it right, your customers won’t just come back—they’ll bring their friends.

Ecommerce is about playing the long game. Test, refine, and grow. When in doubt, revisit this guide (we’re always here for you). Ready to level up even more? Check out our guide to scaling your ecommerce brand with smart marketing strategies.

Now go out there and crush it. Your next big win is waiting.

The world of ecommerce moves fast—and so do you. Subscribe to our newsletter with the latest insights for ecommerce managers from leading experts in ecomm.

Frances Du
By Frances Du

Frances Du is a content manager and writer with 10 years of experience in ecommerce and digital marketing, turning customer insights and market trends into actionable content strategies that drive engagement and discussion. Frances' editorial work has been featured in The Ecomm Manager, Village Living Magazine, GOOD Magazine, Traveler's Digest, SHE Canada, The Culture-ist, and The Huffington Post. She is a graduate of the University of Toronto.

Sean Flannigan
By Sean Flannigan

Sean is the Senior Editor for The Ecomm Manager. He's spent years getting to know the ecommerce space, from warehouse management and international shipping to web development and ecommerce marketing. A writer at heart (and in actuality), he brings a deep passion for great writing and storytelling to ecommerce topics big and small.