E-commerce tools

For an e-commerce website to succeed in today’s competitive landscape, several factors must be considered. Below, we list the common factors that contribute to e-commerce success.

E-commerce software: WordPress, Shopify, Magento

Each platform has its own advantages and disadvantages, including complexity of use, flexibility, functionality, management, security measures, compatibility with third parties, etc.

Shopping websites: Amazon, Google

Powering your products through sites like Amazon and Google – yes – costs money, but this has to be weighed against the additional sales generated and also the increased exposure of your e-commerce website.

The feed(s) can be configured to automatically take into account product and category changes you make on your e-commerce website and periodically regenerate and resubmit the feeds through these shopping platforms.

Shopping comparison sites: Newegg, Shop, ShopBot

Likewise, with the ability to route products to sites like Newegg, Shop, ShopBot, and other shopping comparison websites, the same strategy and cost modeling applies here.

Newsletter managers: Campaign Monitor, MailChimp

A great way to keep in touch with your customers – update them on new products, product lines and other useful or sales-oriented information.

These systems range from the simplest to the most elaborate; enabling simple sign-up forms to managing customer journeys from subscriber creation, the customer throughout their lifecycle. Some allow product feed data to be integrated into the management of certain types of newsletters such as cart abandonment. GDPR is an important consideration, so be sure to follow the guidelines before sending communications.

Social media platforms: Facebook, Twitter, LinkedIn

Another great way to engage potential and existing customers. Whether it’s sales, customer service, information dissemination or general engagement – social media is indispensable for most businesses.

With social media, there are a number of offerings here to reach your target market. This encompasses both free and paid forms of advertising for your e-commerce website. And each platform attracts its own type of audience and users, so research the top x number of social media platforms to find where your audience is.

Campaign Managers: HubSpot, Infusionsoft

Managing the acquisition of new customers has become more complicated with the number of online channels where they can be contacted or found. Newsletters, social media accounts need to be managed with a consistent message and with as much ease as possible, from an administrative point of view. Offers like the one from HubSpot and Infusionsoft attempt to make this possible.

Pay-Per-Click Advertising: AdWords, Amazon, Facebook, Twitter

Another way to reach your target audience is to use pay-per-click advertising. Again, there is a cost – but it has to be weighed against the sales/engagement your eCommerce website gets from them. The range of these types of advertising vehicles is vast, from dedicated platforms such as AdWords and Amazon to this offering available through social media websites. Each provides tools, control panels, reporting and targeting metrics and like social media your audience can be reached through a specific PPC channel so do some research/testing.

Analytic: Google, MSN, Hotjar

Who visits your e-commerce website and what do they do when they get there. Which pages are performing best and which need your attention, where are you losing customers, which pages are not converting.

Analyzing your website visits and engagements can help you focus your attention on the parts of your e-commerce platform that need the most work.


As you can see, the list of e-commerce tools is long and needs a lot of attention. As business owners, we have little time during the day. So work methodically with the tools above (they’re in no particular order) so that you can measure the results of the work you do on each point to find which elements are most effective for your eCommerce site.

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