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E commerce is an industry in which buying and selling take place only on the internet. Digital marketing helps e commerce marketers in attracting visitors and in facilitating purchases online. E commerce marketers make use of digital marketing to convert visitors into customers.

The ecommerce industry is expected to grow at an annual rate of 51% by 2020. 100% FDI (foreign direct investment) allowed into B2B (business-to-business) ecommerce and 100% FDI allowed under automatic route in marketplace model of ecommerce are some of the contributing factors for this rate of growth.

E commerce

E commerce

Absence of cyber laws, poor market research, privacy and security concerns, computer virus problem, digital illiteracy, returns and cancellations of products; along with payment and tax related issues are some of the challenges faced by the ecommerce sector in India.

Ecommerce marketers make use of the following digital marketing strategies:

  • Making the website mobile-friendly
  • Placing product-related videos on YouTube
  • Creating guest posts on external websites
  • Encouraging user-generated content
  • Search engine marketing (SEM)
  • Social media marketing 
  • Content marketing
  • Email marketing and automation
  • Remarketing
  • Display advertising

Establishing brand reputation, high conversion rates, wider audience reach, better engagement with the customers, influence over their buying decisions, cost savings, and greater return on investment (ROI) are a few benefits of implementing digital marketing in the eCommerce sector.