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E-commerce Marketing Strategies For Small To Medium Businesses in 2024

Updated: Apr 17

Australia's online shopping scene is booming! With a staggering $62.3 billion spent online in 2024 and nearly all households participating (80%!), e-commerce is a prime opportunity for small to medium businesses.

This guide equips you to win online in the Australian market. We'll cover personalising your store for customers, embracing sustainability (a growing trend!), and navigating the expanding online shopping landscape.

What Is E-commerce Marketing?

E-commerce marketing is more than just having a website. It's about using online tools like social media, email, and search engines to draw in customers, create loyalty to your brand, and boost sales.

Forget just having a website – e-commerce marketing is about going on the offensive. You'll attract new customers, turn them into loyal fans, and keep the sales rolling in.

Here's why it's a win-win:

  • For you: Reach a wider audience, sell smarter (not harder), and learn all about your customers.

  • For your customers: Shop from anywhere, find exactly what they need, and get a personalised shopping experience.

This marketing involves strategies both on your website and other places online. We'll show you how to turn visitors into buyers and keep them coming back.

Ready to boost your online sales? Let us at JRNY Digital equip you with the tools and tactics needed to excel in the dynamic e-commerce scene.

Types of E-commerce Marketing

E-commerce marketing is a game-changer for small to medium businesses in Australia, especially as the online shopping scene continues to thrive. Here's a breakdown of popular e-commerce marketing channels you can use to grow your online store:

1. Content Marketing

Think of content marketing as the cornerstone of your online strategy. It's where creativity meets search engine optimisation (SEO). It involves crafting blog posts, videos, and other engaging content that's packed with relevant keywords. 


For an online candle store, consider writing blog posts about the benefits of different types of candles, creating tutorials on how to set the mood with candles for various occasions, or offering guides on candle care and safety.

2. Social Media Marketing

Social media platforms offer a dynamic space for building brand awareness and engaging directly with customers. Utilising social media advertising services can significantly enhance visibility and engagement.

Visual Storytelling Platforms

Take advantage of platforms that thrive on captivating visuals — like Instagram and Pinterest. Showcase your product's unique design and how it integrates beautifully into various settings. Share customer stories and testimonials to build trust and social proof.

Community Building Platforms

Foster a community around your brand on platforms that allow for interaction and discussion (i.e., Facebook). Run targeted ads to reach your ideal audience. Host live sessions to connect with your customers, answer questions, and offer exclusive content.

3. Search Engine Marketing (SEM)

Search engine marketing (SEM) is a two-pronged attack: SEO and paid advertising. It's all about steering potential customers straight from their search queries to your products.


Partnering with an SEO agency can significantly enhance your website's ability to rank higher in organic search results. This approach is cost-effective, although SEO costs in Australia can vary widely depending on the scope and scale of your project. 

Opting for professional SEO services ensures that your website not only attracts passive traffic but does so efficiently and effectively over time, thanks to the expertise and strategic planning provided by the agency.

Google Ads

Employing a Google Ads agency allows you to leverage paid advertisements to secure a prominent position at the top of search results for specific keywords. This tactic is particularly beneficial for targeting competitive terms where achieving a high organic ranking is challenging. 

A specialised agency can offer expert management of your Google Ads campaigns, optimising your budget and targeting to maximise ROI and ensure that your products are the first thing potential customers see in their search results.

4. Email Marketing

Don't underestimate the power of email marketing, one of the oldest digital marketing channels around. With the assistance of email marketing services, this sophisticated tool can nurture leads and keeping customers engaged.

Automated Campaigns

Set up automated emails for welcome series, post-purchase follow-ups, and cart abandonment reminders.

Personalised Offers

Segment your email list to send personalised promotions or recommendations based on past purchases or browsing behaviour. 

5. Influencer and Affiliate Marketing

Both strategies rely on external individuals or entities to promote your products.


  • Influencer Marketing: Partner with influencers who can creatively feature your products in their content, influencing their audience's purchasing decisions.

  • Affiliate Marketing: Develop a programme where websites or content creators earn commissions for referring customers, extending your brand awareness to new audiences.

6. Local and User-Generated Content (UGC) Marketing

Even online, local marketing can give you a leg up, especially if you have a physical store or a strong local customer base.  

Local Marketing

For those with a physical location or a significant local following, engaging in lead generation SEO strategies tailored to local SEO can be highly beneficial. Participate in local events or shows to increase local awareness and drive traffic both online and offline.


Encourage customers to share their experiences with your products on social media, providing authentic content and inspiring future customers.

7. Pay-Per-Click (PPC) Marketing

Beyond Google Ads, consider PPC advertising on social media platforms. Tailor your ads to target specific demographics, interests, and behaviours, ensuring your products are seen by potential customers most likely to be interested.

Top E-commerce Marketing Strategies in 2024

We've talked about the core weapons in your e-commerce marketing armoury, but what if you want to take things to the next level? Here's how to get creative, leverage the latest tech trends, and harness the power of direct customer engagement to truly dominate the online marketplace:

1. Use personalisation for enhanced customer experience.

Imagine tailoring your marketing messages to each customer's unique needs. Think greetings by name in email subject lines, product recommendations based on browsing behaviour, or website content that adapts to a user's past interactions. This is personalisation in action.

Not only does it make customers feel special, but it can seriously boost your bottom line. Studies show personalisation can accelerate the buyer's journey and increase revenue by a cool 6-10%. Here's how you can wield it.

Dynamic Product Recommendations

Ditch the boring "frequently bought together" suggestions. Use browsing behaviour and purchase history to recommend products that complement what a customer is looking at. 

Imagine someone checking out a running shoe –  recommend moisture-wicking socks, a hydration pack, or a training app based on their past purchases. This increases the perceived value of your store and makes them more likely to add extras to their cart.

Targeted Email Marketing

Segment your email list based on demographics, interests, and purchase history. Craft personalised email campaigns with relevant product suggestions, discount offers, or early access to new arrivals.  

For example, a customer who bought hiking gear might get an email showcasing a new line of backpacks perfect for their next adventure. This targeted approach makes your emails more relevant and engaging.

Birthday and Anniversary Incentives

Use customer data to send personalised birthday or anniversary emails with exclusive discounts or special offers. It's a small touch that shows you value their business and strengthens customer relationships.

2. Capitalise on user-generated content (UGC) for authenticity.

Want to make your marketing efforts feel more real? Encourage your customers to share their own content related to your brand. 

We're talking social media posts, reviews, and participation in branded contests. This user-generated content (UGC) isn't just good for driving traffic, it also builds a genuine community around your brand. Think Coca-Cola's "Share a Coke" campaign – that's UGC in action, driving engagement across social media platforms.

Here are some ways to tap into this UGC goldmine.

Branded Hashtags

Get customers sharing photos and videos using your unique branded hashtag on social media. Host contests or giveaways centred around the hashtag to incentivise participation. This creates a sense of community and showcases your products in a real-world setting, adding authenticity to your brand.  

For example, a clothing company could run a contest on Instagram asking customers to share photos using the hashtag #MyStyleWith[BrandName].

Customer Reviews Integration

Put positive customer reviews front and centre on your product pages and throughout your website. Partner with platforms like Trustpilot or Yotpo to collect and display verified reviews, building trust and social proof for potential buyers.

UGC Galleries

Dedicate a section of your website or social media platforms to showcase user-generated content. This can be a gallery of customer photos featuring your products or a collection of tweets or Instagram stories mentioning your brand.  

Highlighting UGC builds trust and demonstrates the positive experiences your customers have with your products.

3. Build brand loyalty through engagement. 

Loyalty programmes are a great way to incentivise ongoing business with your brand. Offer rewards for actions like repeat purchases or social media engagement. 

When designing your programme, think about varied loyalty actions and reward structures, such as points, discounts, or exclusive perks, to keep customers engaged over time.

Here are some loyalty programme tactics to keep your customers coming back for more.

Tiered Loyalty Programmes

Design a loyalty programme with different tiers offering increasing rewards based on purchase history and engagement. This incentivises repeat purchases and motivates customers to climb the tiers for better benefits.

For example, a sporting goods store could offer a loyalty programme with points earned for purchases, reviews, and social media engagement. Higher tiers could unlock exclusive discounts, early access to sales, or invitations to special events.

Exclusive Content and Offers

Reward loyal customers with access to exclusive content like product sneak peeks, behind-the-scenes glimpses, or early bird sales. This fosters a sense of community and makes them feel valued, encouraging continued patronage.

Post-Purchase Engagement

Don't let the sale be the end of the customer journey. Send personalised post-purchase emails with care instructions, product usage tips, or recommendations for related items. This extends the customer lifecycle and increases the chances of them returning for future purchases.

4. Generate Word-of-Mouth Marketing (WOMM).

(WOMM) is the ultimate goal for any e-commerce business. It's when happy customers become brand champions, spreading the word about your awesomeness to their friends and family. While some of this happens organically, there are ways to cultivate and amplify this positive buzz.

Incentivise Reviews and Ratings

Positive online reviews are gold for e-commerce businesses. Make it easy for customers to leave reviews after a purchase by sending automated email requests. Offer loyalty points or small discounts as a thank you for their feedback.

Referral Programmes

Reward existing customers for referring new ones with discounts, loyalty points, or exclusive offers. Dropbox's referral programme is a classic example - both the referrer and the referred customer receive additional storage space, creating a win-win situation.

Exceptional Customer Service

Going the extra mile for your customers builds loyalty and encourages positive word-of-mouth. Empower your customer service team to resolve issues quickly and efficiently, and consider offering surprise upgrades or personalised recommendations to exceed expectations. 

When customers feel like they're treated like royalty, they're more likely to sing your praises from the rooftops (or at least, social media).

5. Embrace technology and trends.

Stay ahead of the curve by leveraging the latest tech trends to enhance the customer experience. Here are some exciting tech trends that can take your e-commerce store to the next level and keep your Australian customers raving about their experience.

Choosing the Right Platform

Not all online stores are created equal! We recommend platforms like Shopify or WooCommerce because they offer powerful features and can grow alongside your business.

Augmented Reality (AR)

Imagine a customer trying on sunglasses virtually before they buy. AR lets you add this innovative feature to your store, especially for products like clothing, furniture, or cosmetics. It's a game-changer for the customer experience!

Voice Search and Image Search Optimisation

People are searching differently these days. With the rise of voice assistants and visual search tools, optimise your website for these trends. This means using clear, conversational language in your product descriptions and website content, and making sure your product images are high-quality and optimised for search.

6. Improve through measurement and adaptation.

Numbers don't lie! Regularly analysing your marketing performance metrics helps you understand what's working and where there's room for improvement. Here are some key areas to track.

Website Traffic

What percentage of visitors are actually making a purchase (conversion rate)? Analysing conversion rates helps you identify areas for improvement in your website design, user experience, or marketing funnel.

Conversion Rates

Are your customers interacting with your brand? Look at metrics like social media engagement (likes, comments, shares), email open rates, and customer reviews. This valuable feedback helps you tailor your marketing messages and build stronger relationships with your customers.

Consider partnering with a Conversion Rate Optimisation (CRO) agency to further analyse this data and refine your strategy for even more impactful results. A CRO agency can help you optimise your website, emails, and other marketing materials to drive higher conversion rates and ultimately, more sales.

Customer Engagement

Look at metrics like social media engagement (likes, comments, shares), email open rates, and customer reviews. Understanding how customers interact with your brand helps you tailor your marketing messages and build stronger relationships.

7. Experiment, experiment, experiment.

Don't be afraid to experiment with new marketing tactics and technologies. A/B testing different approaches allows you to identify what resonates best with your target audience and continually refine your strategy for maximum impact. Here are some examples of A/B testing:

  • Test different email subject lines to see which ones get the most opens.

  • Compare two different product page layouts to see which one converts more visitors into buyers.

  • Experiment with different social media ad creatives to see which ones generate the most clicks.

By embracing a data-driven and experimental approach, you can continuously optimise your e-commerce marketing strategy and stay ahead of the competition in the ever-evolving Australian online market.

Bonus Tip: Partner with a Pro!

Want to grow your online business in Australia? The e-commerce space is big, but with smart strategies, your business can stand out and succeed. It's time to use what you've learned and see your sales increase.

JRNY Digital is here to help you every step of the way. We're experts in SEO, content marketing, social media, and PPC ads, tailored to fit your business goals. With us, your brand will not only join the online market but also lead it.

Don't wait any longer. Start using these strategies now with JRNY Digital. We're ready to help you make the most of Australia's online shopping boom and take your business to the next level. Contact JRNY Digital today, and let's get started on your success story.



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