Key Takeaways

Mobile is non-negotiable – with most traffic and conversions now happening on phones, every stage of the shopping journey must be seamless on mobile to avoid losing customers.
Brand awareness drives sales over time – consistent storytelling and multi-channel exposure build trust and recognition, planting the seeds for future conversions.
Your website is the shopfront – speed, usability, and optimisation ensure that all advertising spend has the best chance of converting into revenue.

eCommerce is one of the most competitive sectors in digital marketing. With thousands of online stores competing for attention, the challenge isn’t just about having great products – it’s about making sure customers can find you, trust you, and enjoy a seamless shopping experience.

The good news? While trends in eCommerce shift quickly, the fundamentals of successful online advertising remain the same. Here are three evergreen strategies that can help you get the most from your digital ad spend and grow your eCommerce business.

1. Make Everything Mobile-Friendly

Mobile is no longer optional – it’s the default. Over 70% of online shopping traffic now comes from mobile devices, and in many sectors, the majority of conversions happen on phones rather than desktops.

For eCommerce brands, this means every touchpoint – from adverts to checkout – must be optimised for mobile users. A poor mobile experience is one of the fastest ways to lose potential customers.

Ask yourself:

Are all clickable elements easy to spot and tap? Buttons should be large enough for thumbs, not just cursors.
Is the purchasing journey seamless on mobile? From clicking an advert to browsing products, adding to basket, paying and receiving confirmation – the flow must be smooth across different screen sizes.
Are images and videos designed for smaller screens? Product visuals need to be legible and engaging without requiring pinch-to-zoom.

Even small friction points – a hidden button, an unresponsive layout, or a slow-loading checkout page – can drive customers away. Prioritising mobile-first design ensures your brand is accessible, user-friendly, and conversion-ready at all times.

2. Prioritise Brand Awareness

Driving sales is the end goal of any eCommerce strategy, but sales rarely happen without awareness and recognition first. Customers need to know not only that you exist, but also what you stand for, what you sell, and why they should choose you over competitors.

For eCommerce brands, this can be harder to achieve than for physical stores. Traditional shops can establish atmosphere and customer relationships through in-person service and store design. Online, you need to create the same impact purely through your digital presence.

That means:

Consistency across content – Every advert, social post, and email should reflect your tone of voice, visual identity, and values.
Clarity of story – Customers should understand quickly what your brand represents, whether that’s affordability, sustainability, luxury, or innovation.
Recognition through repetition – Awareness builds over time. Running integrated campaigns across multiple channels (paid social, search, OOH, influencer partnerships) ensures customers encounter your brand in different contexts.

Brand awareness may not always deliver immediate conversions, but it plants the seed. A consumer who sees your advert today might not buy until weeks later – but they’re far more likely to choose you if they already recognise and trust your brand.

3. Optimise Your Website

Your website is your shopfront. Every single campaign – whether it’s on social media, search, OOH, or TV – eventually drives customers back to your online store. And just like a poorly maintained physical shop, a clunky website can undo all the good work your advertising has achieved.

Optimisation is about more than aesthetics. It covers functionality, user experience, and technical performance. Key areas include:

Responsiveness – Your site should work seamlessly on any device and browser.
Speed – Slow sites are conversion killers. Even a two-second delay can significantly increase bounce rates.
Navigation – Menus should be intuitive, and customers should never feel “lost” while browsing.
Conversion paths – From product discovery to checkout, the journey should be simple, fast, and reassuring.
Tracking & analytics – Integrate tools like Google Analytics 4 (GA4), heatmapping, and conversion tracking to measure what works and where customers drop off.
SEO optimisation – Organic visibility remains crucial. Clear metadata, optimised product pages, and structured content improve rankings and discoverability.

By treating your website as the core of your marketing ecosystem, you ensure every pound spent on advertising has the best chance of converting into revenue.

Bringing It All Together

When combined, these three principles – mobile-first design, brand awareness, and website optimisation – form a powerful foundation for eCommerce growth.

Mobile ensures accessibility.
Brand awareness ensures memorability.
Website optimisation ensures conversion.

Advertising spend alone cannot deliver results without these building blocks in place. But with them, your campaigns will work harder, your customer experience will improve, and your online store will be set up for long-term success.

Final Thoughts

The eCommerce landscape will continue to evolve, but these fundamentals remain constant: meet customers where they are (mobile), give them a reason to trust and remember you (brand awareness), and make sure your shopfront is irresistible (website optimisation).

At One Day Agency, we work with ambitious eCommerce brands to deliver exactly that – blending digital advertising, creative, and performance strategy to drive measurable results. Whether you’re scaling your store, exploring TV and OOH, or refining your digital presence, we can help you create campaigns that convert.

Get in touch with our eCommerce experts today and discover how to take your online store to the next level.

Featured