Salil Panikkaveettil

8 min read
Guest · July 14, 2020

eCommerce Marketing Ideas To Try During COVID-19

COVID-19 or not, eCommerce is definitely a multibillion-dollar venture. It is important for you to tap the right areas to make the most of this industry. In the next few years, the demand for companies that can handle eCommerce correctly is only going to increase.

With the pandemic spreading at a steady pace, businesses need to come up with ways that can appeal to customers and gain their trust. Now, would be the best time to revisit factors that can influence the confidence customers have on your site. So, let’s get started on a few strategies that will change your eCommerce marketing style for the good.

1. Selling Through Social Media

1.1. Instagram

Building shoppable posts on Instagram has become a rage amongst eCommerce business owners. In fact, many companies have dedicated teams to complete this job. And, Instagram is also evolving by supporting these features, right from stunning pictures to checkout, you don’t even have to leave the applications. More than 80 percent of the community on Instagram is at least following a business account. And nearly 200 million users access business profiles on a daily basis. This is why eCommerce businesses need to focus more on this application.

1.2. Facebook

In order to leverage the marketplace, found on Facebook, you need to design and create your dedicated business page. Remember, the personal page and the business profile should not be mixed. Next, you have to connect your business profile with other eCommerce platforms. This way, you will be able to upload a catalog for customers to browse through. Elements like boosted posts, contests, and ads can be used to increase the market reach of your products from the Facebook shop, you just created!

1.3. Youtube

The total number of views YouTube gets is equivalent to an hour by each person on this planet! This is how big and promising this video search platform has turned into. YouTube is the world’s third-biggest and most famous website, only after Facebook and Google itself! This is why businesses need to make use of YouTube videos and promote content with care. Diving into YouTube for sales is a great move. For this, you need pro videos and a dedicated landing page for each video.

2. Paid Marketing ideas

2.1. Google Shopping ads

If you are looking for an online space where you can post your advertisements, Google Shopping Ads is apt for you. This platform supports rich image files and text-based content. The shopping ad space is absolutely free. And, this differentiates the Google Shopping Ads from many other platforms. Indeed, you can share so much and make so much sense about your products using simple reviews and pictures. Of course, don’t forget to share details about the price.

In order to leverage this feature, you must have a Google Merchant Account and a Google Ads account. And, for improving your conversion rates, you need to become a part of the Google Trusted Store.

2.2. Facebook Ads

When it comes to Facebook Ads, what makes a big difference would be the lookalike audiences. Targeted marketing through Facebook can help you change your revenue pattern. This is because you can rely on the interests and profiles of your best buyers to put together a strategy that works on similar audiences.

Great tools like Scalify will make the process of posting ads, and generating revenue even easier. For example, scalify can aid in creating a dozen lookalike audiences based on video views and traffic events. The scaling happens with just a few clicks of a button.

3. Content marketing


3.1. Video content

Everyone loves to watch videos. This is definitely the internet’s much-loved form of content. More than 85 percent of online businesses rely on video content. And, nearly 80 percent of marketers believe that it generates better revenue. If you are into the eCommerce industry, you cannot survive without trying video marketing materials. But, it is important to make videos inspiring and engaging. Try to convey details that would be made “boring” by text alone.

3.2. Blog posts

Blogs can be as big as 5000 words. But, the size really doesn’t matter if you can make it interesting. Online viewers are always looking for content that is both interesting and relevant. This is why your blog content needs to be unique. Poor writing will bring down your rank in google too! Remember, blogs are not checklist items that every business needs to tick. Instead, they are the best ecommerce marketing tools for attracting more customers to your site. So, keep an eye on every word to ensure quality.

3.3. Interactive content

If you are looking for a secret weapon that can redefine your online presence, you need interactive content. Undeniably, this would be the next thing found in any eCommerce site.

By definition, interactive content helps customers see, feel, and try the products they wish to buy. It helps them create a relationship with your brand. A great example would be the virtual artist application found in Sephora.

4. Unboxing experience

4.1. Coupon codes inside the box

Unboxing is an important moment for both the customers and the business. In simpler terms, always ask yourself what a customer wants to see when they unbox your parcel! This is why the unboxing experience needs to be rethought over and over again. And, these points are often considered as an understatement. Unlike traditional businesses, the eCommerce industry is highly skewed. Customers who choose to buy from your site are likely to return only when they have a reason! So, give them one through every stage in the journey. And, the best ways would be through coupon codes, deals, and discounts. Ship them along with the purchased product.

4.2. Unboxing experience

Next, you need to keep an eye on how your brand’s unboxing experience actually is. This has turned into a phenomenon in the past few years. If you enter “unboxing videos” in Google, you are likely to be bombarded with 13 million results in just a fraction of a second. YouTube has special channels with unboxing experiences. This proves the need for a good unboxing moment. And, the best way to make use of this is through influencer marketing. As a reputed person in the industry to tell customers about your product, and how great it would be to unravel your offerings.

5. Email marketing


5.1. New customer email flows

The moment a new customer enters your business always keeps them in your good books. This way, your business will find a way into their “best” books. Businesses have to greet new customers with a friendly, customized email. When compared to bunk messages, customized emails are more effective and engaging. Of course, you can use the emails to share details about your brand and products too! A stunning example would be Forever 21, which gives away incentives to new customers.

5.2. Browsing follow-up flows

Likewise, your business needs to have a follow-up workflow. If a customer visits your site, enters their email address but chooses to return without making a purchase – you need to help them return. The follow-up email can be sent after a specific period of time. the email has to be once again targeted. Ensure that the mail only contains items they will be interested in.

5.3. Abandoned cart emails

The biggest enemy of eCommerce businesses would be the abandoned carts. This is like a cherry that was missed on the cake, and it can cost you the entire business! Every year the percentage of abandoned carts is only increasing. Fortunately, there are few tools to rectify as much as 60 percent of the lost crowd. This includes the abandonment cart emails. Your abandoned cart emails need an image, appropriate branding, and needs to be sent after some time.

5.4. Targeted offers

Another way of appealing customers is through targeted offers. These offers should dig deep into their interests. Never jump into the targeted offers and scream into the ears of customers. Instead, shoot the deals and discounts when they browse leisurely. Also, include secondary materials that would be ignored by the shoppers. Now, these materials must go with their initial choices.

6. On-site marketing

6.1. Sign-up forms

Undeniably, your eCommerce page is bound to have signed up forms. But, you must ensure that these forms are not thrown to the face of your customers. It would be great to build simple forms that encourage customers to sign up. Thus, the chances of them ignoring your emails are cut down by a big percentage. Remember, forcing anything on your customers will only send them away from your brand.

6.2. Products pages

6.2.1. Content Copy

The content discussed on your product page should focus on the primary concerns of your target audiences. It should be written in a language they can understand. The tone and words should be absolutely simple. There is a thin line between cleverness and actual smartness. This is where you understand the difference. When it comes to eCommerce marketing, staying simple makes a bigger impact than cleverness.

6.2.2. Product images

Product images can be treated as the soul of any eCommerce site. Every product in your site needs a good collection of images. If possible, click the product with an influential person using it! This will bump your sales by leaps and bounds. Mainly because online shopping is all about experiences. Also, share images of every angle in your product.

6.2.3. Product Videos

As mentioned previously, video marketing is the trendiest thing around. You cannot survive online without videos. But, the process of creating videos for any eCommerce page is not simple. Many times, customers look for videos on every product page. Just like images, your videos have to be clear and interesting.

7. Market Your Business Beyond Geographic Boundaries

eCommerce has increased the marketing boundaries for businesses. Today, you can choose to sell products from anywhere, and to any remote location. Marketing businesses beyond local geographic boundaries is an art. To begin with, you need to learn more about the personas of customers in the target destination. Then, the brand image, video content, images, unboxing experience, and giveaways have to be customized based on the location. Always bear in mind that your voice needs to be understood, and has to stay relevant in the target destination.

8. Highlight Product Reviews

Have you ever wondered why Amazon has thousands of reviews and testimonies for every product? And, these would be the first few pieces of information you see on every product page. This is because customers value experiences, and brands understand this. Reading google customer reviews and testimonies is quite similar to a real-time experience from another person. After all, it is an experience story shared in the form of words on an eCommerce site. Thus, never miss out on showcasing product reviews on your page.

9. Optimize for voice search

Voice search is a technology that never fails to impress online users. If your eCommerce site is not optimized for voice searches, you are missing out a lot! It is crucial for your page to support voice searches. And, the feature needs to support additional functionalities like prediction!


Many businesses restrict voice search to a few devices. Like it or not, all mobile versions of your eCommerce page will need this option. Mainly because 80 percent of online users engage through mobile devices.

10. UGC and influencer marketing

Last but certainly not least, you need to tap into influencer marketing. UGC is important because it helps customers become a part of a bigger community. In the long run, it helps them share their voice with many others. Meanwhile, businesses need to invest more in influencer marketing because customers believe in “famous” people. This helps in inspiring them and giving them yet another reason to try your brand. For example, if someone as famous as “Brad Pitt” likes your product – wouldn’t it be a stunning choice? How bad, or how great can that product be?


Undeniably, COVID-19 has caused serious trouble to many industries, including eCommerce. But, this shouldn’t stop you from trying new strategies and boosting sales. Always remember that every change in your eCommerce strategy needs to be well-tested. And, keep in mind the revenue you are likely to generate in the long run!

Additional resources

  1. Beginners Guide to Google Shopping Ads
  2. How to Troubleshoot your google merchant center data feed?
  3. What are the Requirements to Google Merchant Center Data Feed?
  4. Tips to Optimize Your Google Merchant Center Data Feed
  5. My Client Center: What is an MCC Account & How to create one for you?

Guest Post by AdNabu

AdNabu helps improve sales in Google Ads for eCommerce companies. If you are running the search, google shopping, or display campaigns in Google Ads, This software will be able to increase your sales.