How to Grow Your Ecommerce Business with Digital Marketing

Ecommerce is thriving in 2025, with the UK market alone expected to exceed £110 billion this year. Online sales are projected to make up 38.1% of all total retail transactions in the UK. From sport and leisure to tech retail, digital marketing has become essential for business growth. In this blog, we explore key strategies to help your business prosper this year using Ecommerce Digital Marketing.

Storytelling in Ecommerce Digital Marketing

Big brands and small businesses alike are shifting towards a more human, emotionally-driven marketing approach, moving away from purely utilitarian messages. A clear and relatable brand personality that resonates with your audience helps build long-term loyalty, whereas simply listing the features and benefits often falls short. Take Flash, for example: when you think of one their adverts, do you remember the one that teaches you how to use the product, or the one with the singing dog? Whether you lean on humour, heritage or shared values to resonate with your audience, connecting to their sense of identity is key to building a strong brand community which keeps your customer coming back.

Understanding the Digital Landscape

Given that mobile commerce accounts for 60% of total retail online sales, it would be an understatement to say that mobile adaptation is a must on your website. Mobile optimisation could be the difference between a customer completing a sale or abandoning their basket. Some considerations include the responsiveness of your web design: are all the elements clearly visible on mobile and tablet devices? Can users navigate your site easily? Does the page load quickly? Prioritising these elements will not only improve user experience but also SEO, as Google favours mobile-friendly websites.

Email Marketing

Have you ever added a product to your basket, forgotten about it, and then received an email prompting you to return to the website? Chances are, the business was using a tool like Klaviyo, Mailchimp or built-in website software to do this. With an average ROI of £42 for every £1 spent, email marketing remains one of the most cost-effective ways to generate new and repeat business. Once you strike the right balance - not too few emails, not too many - it becomes a powerful way to engage your customers in a personalised, meaningful way.

Buy Now, Pay Later

The checkout stage is arguably the most delicate, and most important, part of the customer journey. Many variables can lead to cart abandonment, from unexpected shipping costs to location restrictions and payment friction. Partnering with 'buy now, pay later' providers like Klarna and Clearpay can make your products more accessible and boost conversions by allowing customers to pay in instalments.

SEO

SEO is a long-term strategy, built on trust, consistency and authority. While search engines were once considered the primary way to research products, younger audiences are increasingly turning to social media platforms during the consideration phase. The term "Search Everywhere Optimisation", coined by Neil Patel, reflects the importance of building a presence across all platforms. A typical research journey might start on TikTok to watch short videos about the product, then to YouTube for a more in-depth review and finally end on Google search to find the best website to make a purchase.

Online Ads

Online ads are a powerful way to drive traffic to your site, whether you use search engines like Google or social platforms like Meta. Unlike SEO, which takes time to build momentum, paid ads are a way to supercharge visibility and traffic when targeted effectively. In today's attention economy, cutting through the noise by combining the right message with the right audience at the right moment is the key to success when creating online ad campaigns.

It has never been more important to have a clear digital marketing strategy - one that is holistic and considers every touchpoint of your customer’s journey. By utilising brand storytelling, mobile optimisation, digital ads, SEO and tools like Klarna and Klaviyo to manage email marketing and checkout optimisation, your business can go from strength to strength in 2025.