With e-commerce Internet marketing it’s a  case of „to be or not to be” However, at the start of your own e-business, or at the initial stage of development of an online store, your budget for marketing activities is probably not too large!

An E-store owner has to promote their products on the Internet, has to take care of brand recognition, and make efforts to acquire new customers. But all these activities require funds. So, what can you not save on? And what can you do yourself?


Is a must have for any online business. It is an investment in the future and any money spent on optimization and positioning will pay off. What can you do on your own besides outsourcing SEO to a third party? Work on e-commerce content – create product descriptions, category descriptions, maybe even a blog? The content must contain keywords, be useful and attractive to the customer – this will increase the chance that the customer will spend more time with you, create traffic on the website, which will be noticed by Google algorithms. It is very important that all texts must be original – duplicating content in different places on the page is detrimental to the positioning. Remember about internal linking – content should be related to each other, refer to each other. Take care of the meta data as well. Titles and meta description have to be as attractive as possible – they decide who will visit your website and stay there becoming a potential customer.

Take care of your website
Your e-shop should be visually attractive, easy to use and intuitive for the client. The website structure cannot make shopping difficult in any way – quite the opposite. Therefore, check, test and react to any information about technical problems from  your clients. Funds for website technical support are money very well spent. Technicalities are one thing, another is attractiveness. Pay attention to the visual side of the e-shop and think about the structure of product categories. Attractive border setting does not always have to be expensive, also test free graphic design tools – they can work wonders. Remember also about optimizing the website for mobile devices – the website has to load quickly, be comfortable to use and, most importantly, have a design adjusted to the size of your customer’s device. Note – to check if your website is mobile-friendly, test it on a free Mobile Friendly Test.

Shopping must be easy
You need to take actions and decisions that will make shopping a pleasure for the customer – in fact, he dictates the terms. If he doesn’t find the delivery method that works best for him, he’ll change stores. You will require him to register before the purchase, five consents for using different data, and filling in a questionnaire – he will run away, he does not have that much time. Therefore – give the widest possible choice of payment options and delivery methods, shorten the path from the purchase decision to purchase as much as possible, and do not request registration on your website. 

Social media support your marketing
Maintaining an e-shop profile in social media does not cost anything (not counting energy and time, because this has to be invested in large amounts). However, it is known that it has a positive impact on all marketing activities carried out around the website, and as a result – on the conversion. Your actions have to be regular, your content in social media attractive, with a link to the e-shop. As long as your budget is limited – take care of it yourself, as your company grows and your marketing budget increases – look for a professional PR service. The bigger and more efficient your company is, the bigger your promotional and marketing needs are.