From Strategy to Execution: A Behind-the-Scenes Look at What eCommerce Agencies Do

Running a successful online store goes beyond just offering great products; it requires a well-thought-out marketing strategy, constant optimisation, and execution that brings results. Many businesses turn to eCommerce marketing agencies to handle the complexities of online marketing, but what exactly do these agencies do? Let’s go behind the scenes and break down the entire process—from strategy development to execution.

1. Understanding the Client’s Business & Goals

The first step in any successful eCommerce marketing campaign is understanding the business itself. Agencies typically start with an initial consultation or discovery session to get a feel for the brand, its target audience, and its goals. This is a collaborative process, with both the agency and the client discussing key aspects such as what success looks like and any challenges the business is currently facing.

The agency will work closely with the client to set clear, measurable objectives—whether that’s increasing sales, boosting website traffic, or raising brand awareness. These goals will serve as the foundation for the entire marketing strategy. It’s all about aligning with the business’s vision and ensuring everyone’s on the same page before moving forward. Indeed, you can then increase revenue with strategic marketing.

2. Crafting a Tailored eCommerce Marketing Strategy

Once the business and goals are well understood, the agency starts crafting a tailored marketing strategy. This often begins with extensive market research. The agency will look into competitors, analyse current market trends, and identify any gaps in the client’s existing marketing approach. This research helps in pinpointing opportunities and areas that need improvement.

Next, the agency will define the business’s buyer personas. Audience segmentation is essential—marketing strategies need to be personalised for different customer groups. For example, the way an agency markets to first-time buyers will be different from how they approach repeat customers. By understanding each segment, agencies can create targeted campaigns that resonate with the right people.

Choosing the right marketing channels is another crucial aspect. eCommerce agencies are skilled in deciding which platforms will work best for a client’s specific needs—whether it’s SEO to increase organic visibility, paid ads for immediate traffic, or social media to build brand awareness. Budgeting and resource allocation also come into play here, as the agency will decide how to distribute time and money across different strategies for maximum impact.

3. Building & Optimising eCommerce Platforms

Now that the strategy is set, the agency begins working on optimising the client’s eCommerce platform. A great marketing strategy can fall short if the website isn’t user-friendly or doesn’t convert visitors into customers. Agencies often start by auditing the client’s website to ensure it’s well-designed, mobile-optimised, and has an intuitive user experience (UX). For example, product pages need to be easy to navigate, the checkout process should be seamless, and the site must be quick to load.

Visual content is also key in this phase. Agencies will typically oversee the creation of high-quality product images, videos, and compelling copy to engage potential customers. For many consumers, seeing a well-presented product can make all the difference in their decision to make a purchase.

User experience (UX) and user interface (UI) design are closely linked with the success of an online store. A smooth UX/UI design helps guide visitors through the sales funnel, from landing on the site to completing a purchase. This often involves tweaking the design to encourage conversions and make the process as effortless as possible.

4. Implementing Marketing Campaigns

With a well-optimised platform, it’s time to launch marketing campaigns. One of the first steps for agencies is setting up paid advertising campaigns across platforms like Google Ads or social media. This can be an essential part of driving immediate traffic to the site and generating sales.

Email marketing is another powerful tool. Agencies will help clients design effective email campaigns that nurture leads and keep existing customers engaged. They’ll set up automated workflows, so the right messages are sent at the right time, whether it’s a welcome email or a special promotion.

Social media strategy also plays a huge role in an agency’s efforts. Agencies will manage a client’s social media calendar, ensuring consistent posting and engaging with followers in meaningful ways. From Instagram stories to Facebook ads, social media can significantly impact a brand’s reach and engagement.

Influencer marketing has become a significant part of eCommerce strategies, and many agencies are skilled at collaborating with influencers who align with the brand. These partnerships can amplify the brand’s message and help build trust with a wider audience.

5. Tracking & Analyzing Data for Continuous Improvement

Once campaigns are running, tracking and analysing performance is vital. Agencies use a variety of analytics tools, such as Google Analytics, Shopify reports, and social media insights, to measure the success of each campaign. By monitoring things like traffic, conversion rates, and engagement, they can quickly see what’s working and what’s not.

A/B testing is an essential part of this process. Agencies will test different elements—like email subject lines, ad creatives, or landing page designs—to see which version performs best. This data-driven approach helps them refine their campaigns and improve overall performance.

Campaigns are rarely set-and-forget. Agencies continuously adjust their strategies based on performance data, making real-time changes to ensure they’re always optimising for the best results.

What Previous Clients Can Tell You About an Agency

The Experience Level

Would you rather hire a new agency that’s new to the market or one that’s been in business for many years? Generally, the answer is going to be the second option. You want to ensure that the team have experience and understands how to meet your goals. Well, taking a look at their previous clients lets you see what this team can handle. If they have many clients listed on their website, they’ve been able to juggle different demands and have adapted to different situations. This puts your mind at ease.

How Much They Can Handle

If you have a large company, you want to ensure that this agency can handle your demands. When you look at the names of previous clients, you can understand what their team is like. For instance, if they’ve handled projects for the British government, you know that they can deal with pressure and a lot of tasks all at once. Therefore, taking a look at clients can help you find out whether the team can achieve the goals you have.

Whether They are Trustworthy

Do you want to make sure that you’re spending your money wisely? When you have goals you want to meet, you need to hire the right team the first time. Looking at previous clients can give you an idea of the trustworthiness of an agency. There might be famous brands that you admire, which demonstrate they could rely on this team. Therefore, so can you.

Conclusion

The work of an eCommerce marketing agency goes far beyond just running a few ads or updating a website. From strategy development to ongoing optimisation, agencies provide a comprehensive approach to growing an online store. By working closely with clients and ensuring each step is executed with precision, eCommerce agencies help businesses navigate the ever-evolving online marketplace and drive long-term success. If you’re considering working with an agency, understanding this behind-the-scenes process can give you confidence that you’re making the right investment for your business’s growth.