Digital marketing for ecommerce
Every channel in ecommerce is measurable to the penny, which means every channel should be accountable to revenue. Ours are.
Digital marketing for ecommerce organisations
Ecommerce marketing fails when channels are run in silos: an SEO agency chasing traffic, an ads agency chasing ROAS, an email tool nobody has opened since the welcome flow was built. We run the channels as one system, because that is how the economics actually work.
Ecommerce SEO builds the organic revenue that does not carry a per-click cost. Paid campaigns capture demand and feed keyword data back into the organic strategy. Email and Klaviyo flows turn one-time buyers into repeat customers, where ecommerce margin really lives. And the store itself is built to convert the traffic the other channels earn.
Reporting is in revenue and margin, not sessions. If a channel is not paying its way, you will hear it from us first.
We support DTC brands, established retailers, B2B wholesalers with trade stores, subscription businesses and marketplace sellers: anywhere revenue arrives through a basket.
Our ecommerce digital marketing services
All services →Ecommerce SEO services
Category and product rankings that compound into organic revenue without a per-click bill.
Learn more →Google Shopping and ecommerce PPC
Shopping, Performance Max and search campaigns managed to target cost per order, with spend following the margin.
Learn more →Ecommerce web design
Shopify and WooCommerce stores built to load fast, rank and convert.
Learn more →Klaviyo email marketing
Flows and campaigns that push email towards the 25-35% of revenue it should drive.
Learn more →Conversion rate optimisation
Product pages, baskets and checkouts tested so more of the traffic you already pay for becomes orders.
Learn more →Ecommerce analytics & tracking
GA4, feeds and conversion tracking reconciled with platform reporting so every order credits its real source.
Learn more →Ecommerce sectors we work with
- Fashion & apparel
- Health & beauty
- Food & drink
- Home & garden
- B2B wholesale
- Subscription boxes
- Marketplace sellers
- DTC brands
Why digital marketing for ecommerce is different
Ecommerce SEO is a different discipline from ranking a ten-page brochure site. Platforms generate duplicate content by default: faceted navigation, filtered URLs, product variants and pagination can turn a 500-product catalogue into 50,000 crawlable pages, most of which dilute authority rather than build it. Category structure, canonicals and internal linking at catalogue scale are where organic revenue is won or lost, and they need technical SEO that works across thousands of URLs at once.
The economics are different too. Every decision lands on margin, not just revenue: a channel can show a healthy ROAS and still lose money once cost of goods, shipping and returns are counted. Add seasonality that concentrates a year’s profit into a few trading weeks, product feeds that decide whether Shopping campaigns can run at all, and customers who touch three channels before buying, and the store has to be run as one system rather than a set of competing dashboards.
Platform duplicate content
Faceted URLs, variants and pagination handled with canonicals and crawl rules so the catalogue builds rankings instead of diluting them.
Catalogue-scale technical SEO
Structure, speed and indexation managed across thousands of URLs, not page by page.
Margin economics
Targets set on contribution per order, not vanity ROAS. A channel that sells at a loss gets flagged, not celebrated.
Seasonality
Content, campaigns and budgets planned around your peaks, because Q4 rankings are earned in the summer.
Feeds and Shopping
Product feeds structured and optimised so Shopping and Performance Max have clean data to spend against.
Cross-channel attribution
GA4 and platform reporting reconciled so each channel gets credit for the orders it actually produced.
Generating more orders
An order rarely starts at the product page. Shoppers move from broad category searches to comparisons, reviews and brand searches before they buy, and each stage needs a page built for it: ranking category pages early on, buying-guide content mid-decision, and product pages that close. We map your catalogue to that journey with ecommerce SEO and fill the gaps paid traffic can capture profitably.
Then we shorten the distance between visit and order: faster templates, clearer product information, fewer checkout steps, and email flows that recover abandoned baskets and bring buyers back. Attribution ties it together, so the monthly report shows what each channel sold rather than what it clicked.
Our ecommerce SEO approach
Ecommerce SEO starts with the catalogue: keyword research mapped to category and product pages, a structure that matches how people shop, and the duplicate-content cleanup most platforms need before anything can rank properly. Category pages do the heavy lifting for commercial keywords, supported by buying guides and comparison content that capture shoppers earlier in the decision.
Underneath sits technical SEO at catalogue scale: crawl control, page speed, structured data for rich product results, and indexation rules that keep filtered and variant URLs from wasting Google’s attention. It is unglamorous work, and it is the difference between a store that ranks and one that merely exists.
Ecommerce PPC and Google Shopping
Paid ecommerce lives or dies on the feed. We structure and optimise product data so Shopping and Performance Max campaigns have accurate titles, prices and availability to spend against, then segment campaigns by margin and intent rather than lumping the whole catalogue into one budget. Search campaigns cover the high-intent queries Shopping misses.
Targets are set on cost per order and contribution, not ROAS theatre: a blended number can hide a bestseller subsidising a loss-maker. Budgets flex with seasonality, scale into what is profitable, and pull back from what is not, with the reasoning shown in the monthly report.
Ecommerce website design and CRO
The store is where every channel’s work is either converted or wasted. Our ecommerce web design builds Shopify and WooCommerce stores that load fast on mobile, present products clearly, and make the path from category to checkout as short as the platform allows. Trust signals, delivery information and returns policies sit where hesitant buyers look for them.
Conversion optimisation then works the numbers: testing landing pages and product templates, simplifying checkout, and fixing the friction analytics reveals. A store converting at 2% that moves to 2.5% just made every marketing channel 25% more effective without spending another pound on traffic.
Ecommerce digital marketing case studies
All case studies →Our ecommerce digital marketing process
- 01
Discovery
Your organisation, services and goals, plus how ecommerce customers actually find and choose providers like you.
- 02
Research
Keyword demand, competitor benchmarks and the conversion paths that matter in your market.
- 03
Strategy
A prioritised plan across search, paid, content and the website, with honest forecasts.
- 04
Implementation
Work shipped in priority order by commercial value, with tracking wired in from day one.
- 05
Measurement
Enquiries, bookings and revenue attributed to source, reported in plain English monthly.
- 06
Optimisation
Performance data decides what scales and what gets cut. Continually, not quarterly.
Sound like a sensible way to work? Tell us what you’re trying to do.
Why choose us for ecommerce digital marketing?
One system, not silos
SEO, paid, email and CRO planned together, because that is how ecommerce economics actually work.
Platform expertise
Shopify, WooCommerce, Magento and custom builds, with the SEO and speed quirks of each already mapped.
Email revenue benchmark
Flows and campaigns built towards the 25-35% of revenue a working email programme should drive.
Margin-first reporting
Revenue and contribution by channel, reconciled with your platform monthly. No session graphs pretending to be results.
Proven compounding growth
An international booking platform more than doubled its qualified organic traffic with the same catalogue-scale playbook.
Founder-led work
Everything starts and stops with James: strategy set, work reviewed and standards held at the top of every account.
What our clients say
“We’ve been working with James from JM Digital Solutions for a few years now, and the results speak for themselves. Thanks to their consistent and strategic SEO work, we’re now ranking #1 for our key search terms. James has been reliable, knowledgeable, and always proactive in helping us grow our online presence.”
“We’ve worked with JM Digital Solutions for the past three years, and they’ve been instrumental in growing our organic presence. Their work has improved our keyword rankings, boosted website performance, and delivered measurable results. Professional, proactive, and knowledgeable, a great partner we’re happy to recommend.”
“Working with JM Digital Solutions has made a real difference to our business. They’ve helped us improve keyword performance and grow our revenue through a stronger organic presence. A reliable and results-driven partner we highly recommend.”
Ecommerce digital marketing FAQs
Which ecommerce platforms do you work with?
Shopify and WooCommerce mostly, plus Magento and custom builds. Each has its own SEO and speed quirks, and we know the workarounds. If you are choosing a platform for a new store, we will give you a straight recommendation based on your catalogue and team.
We already run ads. Why add SEO and email?
Because ads stop the day the budget stops. Organic rankings and a working email programme are the two ecommerce channels that compound: they keep producing revenue without buying every visit, which is where sustainable margin comes from. Most of our ecommerce clients run all three deliberately.
Can you fix duplicate content created by our platform?
Yes, and it is usually the first job. Faceted navigation, filtered URLs and product variants create thousands of near-identical pages that dilute rankings. We fix it with canonicals, crawl rules and indexation controls, so Google spends its attention on the category and product pages that earn revenue.
Do you manage Google Shopping and product feeds?
Yes. The feed is the foundation of paid ecommerce: titles, categories, prices and availability decide what Shopping and Performance Max can do with your budget. We structure and optimise the feed first, then build campaigns segmented by margin and intent rather than one catalogue-wide budget.
How do you handle seasonality and peak trading?
By planning backwards from your peaks. Rankings for Q4 keywords are built months earlier, seasonal landing pages go live before demand arrives, and paid budgets are planned to scale into the weeks that matter. After each peak we review what sold and adjust next year’s plan.
How much revenue should email drive for an ecommerce store?
For an established store, a working Klaviyo programme typically drives 25-35% of total revenue across flows and campaigns. Most stores we audit sit well below that, usually because flows stop at a welcome email. Closing that gap is often the fastest revenue win available.
How do you report ecommerce performance?
Revenue by channel, tracked in GA4 and your platform’s own reporting, reconciled monthly. You see what each channel sold, what it cost to run, and what we are changing next month. No session graphs pretending to be results.