MarTech functionalities vary, but they all aim to achieve seamless business operations as well as help companies stay ahead of their competitors, and optimize processes.
The average marketer works with at least 28 software vendors. When you consider the entire customer journey and the work involved to get your products or services to your customers, it’s literally impossible to accomplish such a feat without software of some kind.
You can’t just set up an online store and magically expect to start selling online. Algorithms and customer behavior change, which means eCommerce businesses are constantly adapting to a digital space in flux.
Thankfully, there are lots of eCommerce tools —from customer service to SEO and analytics—to help you align your marketing efforts with increased sales.
The many adaptable, cloud-based MarTech solutions ensure businesses meet and exceed customer expectations.
With eCommerce marketing tools businesses can optimize customer experience in real-time, improve marketing campaign efficiency and maintain the level of personalization expected by today’s consumers.
Google Analytics set the gold standard for intelligent data collection analysis. While it’s no longer the only detailed analytics tool available, the process of data analytics, along with SEO, is the linchpin of digital marketing.
When they leverage data, eCommerce store owners eradicate human bias and serve their customers better. From organizational changes to improvements in social media marketing, SEO, PPC, and email personalization, there is no facet of business and eCommerce marketing that data can’t improve.
Marketing automation tools remove rote tasks, so your team can focus on strategy, content creation and other more intellectually demanding responsibilities. Things like email campaigns, social media posting and even advertising can be automated, allowing eCommerce businesses to scale the scope of their marketing activities.
And this automation isn’t just for efficiency’s sake, in the sense of time saved, but also for campaign optimization. For example, some email marketing tools enable businesses to send specific campaigns based on a user’s preferences and previous purchases.
Consumers don’t respond as well to mass marketing. If content marketing and offers aren’t interesting, they won’t engage. Therefore, smart automation ensures your online store connects with its target customers in a personalized way that offers value.
With the best eCommerce tools, an online business can create fresh content, and respond to customer queries on social media platforms. If 97% of all Fortune 500 enterprises use at least one social media platform, your eCommerce business should too!
While social media post automation should be used with caution (we’ve all seen those posts that were obviously pre-scheduled but appear tone-deaf due to the day’s news developments), automatic reposting of high engagement content can increase reach.
Moreover, social listening has become an important eCommerce tool for brands to understand what consumers think about their products and services, as well as their attitudes about the world in general.
Without MarTech, it becomes impossible to track marketing campaigns and the buyer’s journey. Customer relationship management (CRM) software keeps all the information your team needs in one place. So, if issues arise, they already have a history of each customer’s interactions with your company.
Sentiment analysis and automated ticketing, to name a few, ensures your digital ecosystem is streamlined, so every customer receives the assistance they require. Therefore, MarTech empowers your organization to analyze customer data and forge meaningful connections.
One of the simplest, yet often overlooked, ways that eCommerce marketing software helps eCommerce brands is with the storage of digital assets in an accessible and organized digital library, for example.
eCommerce platforms have hundreds of videos, images, design, and audio marketing assets that can easily land up in the wrong campaigns if not properly managed. This is where digital asset management (DAM) technology can save time and confusion.
To summarize, eCommerce business tools automate processes and save time, speed up the creation of new products, facilitate good interdepartmental communication, and help analyze customer and company data.
Anybody with an online store, i.e., an eCommerce website can benefit from eCommerce tools. A large corporate entity will undoubtedly need a more complex eCommerce solution than a small start-up.
Even solo entrepreneurs active on social media can take advantage of content creation and scheduling tools.
However, if we look at it from a small to a medium-sized business perspective, eCommerce tools can benefit your marketing and sales department and make sure they’re always on the same page.
Having a well-thought-out stack offers the benefits of each piece of technology, but it also helps to streamline communications throughout your organization.
There are over 9,000 MarTech solutions out there. You don’t need them all, only those that help your business grow.
Below are nine different types of eCommerce tools most online businesses currently use:
eCommerce platforms are the software businesses use to build their eCommerce websites. These platforms take care of a business’s core needs, such as product pages, checkout processes, and order fulfillment. Essentially, they provide everything you need to build an online store.
Shopify helps merchants build and customize their eCommerce stores. It’s used for website creation and has built-in marketing tools to create, execute, and analyze online shopping campaigns. You don’t need any coding experience and can launch your store with minimal fuss, due to the platform’s intuitive and user-friendly nature.
WooCommerce is an open-source plugin designed for small to large-sized eCommerce merchants using WordPress to build an online store. Like other eCommerce website builders, it has many features such as order tracking, limitless themes, customer engagement management, delivery status updates, as well as inventory management capabilities.
Trusted by B2C and B2B companies, BigCommerce also allows merchants to set up an eCommerce website selling an unlimited number of digital, physical, or even service-based products. It’s particularly favored by massive online stores because it’s designed to handle larger-scale growth.
These eCommerce tools manage every aspect of marketing campaigns from a single place, including, but not limited to, email and social media marketing, mobile messaging, and managing ads.
This email marketing tool helps marketers send beautifully designed emails to their customer segments. Each template is well-designed and mobile-friendly. With Campaign Monitor, it is possible to program autoresponders, send mass mail-outs and analyze the results. Many marketers use it for newsletter distribution too.
Bulkly is a social media automation tool for marketers and entrepreneurs who want to save time scheduling updates on Facebook, Instagram, LinkedIn, and Twitter. You can import past buffer updates, upload CSV files of social updates, or use RSS feeds to generate evergreen status updates primed for sharing again and again.
This email marketing and SMS automation platform allows companies to “drive sales on autopilot.” From welcome messages and cart recovery to post-purchase campaigns and more, it’s possible to target or re-target site visitors with the right message at the right time. Omnisend makes it possible to segment audiences based on campaign activity and shopping behavior throughout the whole customer lifecycle.
Mailchimp is a popular email marketing platform used to send and automate emails to nurture customer relationships. If you have less than 2,000 email subscribers the basic plan is absolutely free to use, making it a great tool for eCommerce newcomers, while its premium packages service larger businesses just as effectively.
Search engine optimization tools grow your search engine presence and provide you with data to improve your search engine rankings. From keyword research to backlink strategies, these eCommerce tools are a must to equip your business for online shopping success.
This SEO software suite contains marketing strategy tools for link building, competitor analysis, rank tracking and website audits. You can use it to analyze your eCommerce website’s health and conduct keyword research for Google, YouTube, and Amazon. A lot of marketers use Ahrefs to find content that performs well in terms of social shares and links on industry topics.
Like Ahrefs, SEMrush is an all-in-one tool suite used for improving visibility and discovering marketing insights. It offers the same benefits as Ahrefs, however, if you’re going to invest in a lot of backlink keyword research, and want data related to PPC, then SEMrush is a better option because its data refreshes more frequently.
Jungle Scout performs the same function as SEMrush and Ahrefs, but it’s specifically for Amazon. It assists with keyword selection and product listing optimization, but also has advanced product research tools to help you find the best online sellers. eCommerce stores looking for marketplace analysis and optimization solutions for product research, listings, SEO, PPC campaigns, inventory, and finances use Jungle Scout.
Used by Netflix, Shopify, and NASA, Readable helps eCommerce businesses improve their website and marketing content readability score to increase ROI and sales. Its tone and sentiment tools help content creators and marketers communicate in the right voice that resonates with target audiences. Readable is one of the few AI tools that understands how to communicate professionally with personal warmth.
Mixpanel is an events-based mobile tracking tool that provides real-time data on where your users are coming from, as well as insights on what they do with your product or service. This unique eCommerce functionality gives businesses an in into what users value most about them. Essentially, it helps companies understand how and why people engage, convert, and retain customers.
People confuse the two, but Google Analytics is user-orientated, whereas Google Search Console is search engine-orientated. It provides tools and insights into an eCommerce platform’s presence in SERPs. With it, you can resolve server errors, site load issues, and security issues like malware and hacking. It also shows you how rich snippets, videos, and web pages perform on different devices.
What is measured is managed, and Google Analytics is one of the best eCommerce tools for measuring eCommerce store customer behavior. It’s Google’s flagship marketing tool for all your needs, from monitoring sales and conversions to learning how visitors find you, as well as what you can do to improve user experience. Right now, it’s still one of the strongest analytic tools on the market.
These types of eCommerce tools transfer the bulk of logistics tracking and management, as well as accounting activities from manual to automated tasks, drastically reducing time and resource investment in data management and analysis.
Veeqo is an omnichannel retail platform that streamlines the fulfillment process. It has integrations with Royal Mail, DHL, DPD and inventory management software that allows you to see real-time sales visibility across all channels, all in one place. Importantly, its reports alert you to weak points, helping you improve overall accuracy and customer satisfaction.
Wave is a US-only invoicing and accounting eCommerce software that provides features like billing, payment tracking, payroll management, finance management, credit card processing, and receipt scanning. It’s designed to help businesses streamline bookkeeping processes. Businesses can also generate reports on sales tax, balance sheets, cash flow, and profit/loss.
Shipwire is a comprehensive order and inventory management ecosystem that fulfills orders for direct-to-consumer retail and drop-ship channels. As one of the leading eCommerce tools, it helps enterprises successfully sell online by leveraging its cloud-based order and inventory platform, real-time analytics tools and customizable reporting.
Not to be confused with financial management, digital asset managers (DAMs) acquire, catalog, manage and protect digital assets, fulfilling the role of curators and librarians.
Built on Google Drive, Neatly is an affordable digital asset manager that keeps files safe, secure and organized. You can keep files from all cloud storage platforms in a central place and share the right files with the appropriate people with role-based permissions. It’s like Google Drive on steroids, allowing users to create file descriptions, so you don’t need to guess what’s inside.
Content creation tools make your marketing team’s job easier. Whether it’s online graphic design tools, chart makers, text optimizers or video editing software, these tools help brands create appealing content that leads to quality engagement.
Grabbing a customer’s attention is the difference between them buying your goods or leaving your website. While the text is important, visual presentation play a high role too. And here is where Canva comes in. This program can help you create compelling graphics and images for your website and social media. Plus, it is easier to use than, for example, Photoshop, which makes it one of the best eCommerce tools for graphic design.
Customer Relationship Manager tools allow you to control interactions between your business and clients. Also called marketing CRMs, they let you store customer and prospect information, identify sales opportunities, record service issues, and manage marketing campaigns.
Zoho acts as a single repository bringing your sales, marketing, and customer support activities together. It streamlines your processes, policies, and people. Zoho’s uncomplicated interface is easy to learn and use. Geared towards small and medium-sized businesses, the free plan allows up to three users to track contacts, leads, accounts and eCommerce sales.
SugarCRM is a cloud-based application designed to handle sales automation, marketing automation, account management and customer relationship management needs. It’s one of the best eCommerce tools for small businesses. Because it’s built on an open-source platform it can integrate with multiple third-party systems like Windows, Linux, MySQL, SQL, Oracle, and MAC.
Nimble is an eCommerce tool for Office 365 and G Suite that builds award-winning contact management solutions for teams and individuals. It allows you to organize contacts into segmented lists, implement bulk actions, send group messages, set follow-up tasks, track to-do lists, manage multiple pipelines, and more.
At some point, you’ll have to help a customer during the shopping process. Offering 27/4 customer support is critical, especially when businesses operate internationally. Ideally, the eCommerce solution you select should provide a pleasant customer experience.
Jivochat is a free live chat for online businesses to talk directly to customers in real-time. It offers customizable web and mobile chat widgets, including pageview histories, email chat transcripts, file transfers, customer ratings, and performance reporting. Available on Android and IOS, you can respond to site visitors from anywhere at any time.
What makes Zendesk, so great is its ability to centralize support tickets from multiple channels like social media, email, and chat in one interface. With Zendesk, it’s possible to embed live chat into Shopify eCommerce stores. You can also set up online communities, intuitive FAQ searches, knowledge bases and 24/7 service portals.
Aquire is also a real-time customer engagement platform providing sales teams with live chat, email, video calling, SMS, chatbots, co-browse and screen share capabilities. It helps eCommerce stores provide high-quality customer support by allowing customer service reps to see queries across multiple channels, instead of dealing with them in different silos.
Lastly, you need eCommerce tools to help your business find, reach, and engage with your target audience, without wasting money broadly punting services and products to the wrong customers. The best eCommerce tools for advertising provide granular data for laser-targeted campaigns.
WordStream’s PPC software automates tedious tasks associated with pay-per-click advertising. It combines keyword research with workflow management, creation, and campaign analysis all in one! Another advantage is that it saves time by managing multiple PPC ad campaigns at once.
The HubSpot ads tool allows you to build granular audiences from lists which you can feed into your paid media platforms. Hence, you don’t have to log out and in to Google Ads to view how your ads are performing. You can also use it to build lookalike audiences. (Customers who may be interested in your products based on similar characteristics to your existing audience.)
If there’s one advertising eCommerce tool you require, it’s Google Ads. Businesses use Google Ads to sell, raise awareness and increase traffic to their websites. Google Ads are 100% worth it because they provide a cost-effective way for businesses of all sizes to reach customers online. They’re incredibly flexible; you can start, stop or adjust bids (payments) at any time.
MarTech or eCommerce tools bring brands closer to consumers, improve the ROI of marketing initiatives, drive more sales and delight customers. If you want to grow your eCommerce platform, you need to work at it. Of course, using the best eCommerce tools combined with a professional marketing strategy help!
Even the best eCommerce tools are merely instruments that need experts to maximize their potential. If you would like to learn more about MarTech, have any questions about how to use different eCommerce tools, or require the help of a professional digital marketing company, contact us. We here at Comrade are always happy to help you out.
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