Ecommerce Growth Techniques

Brands are growing online through digital subchannels. You may not be investing in the proper set of sub-channels. As a result of our latest research on a strategic engagement with a global FMCG client we've been working with, we observed that there is a strong digital channel diversification strategy at play for the snacking category. 📍The remarkable 149.6% growth in Nestle's eCommerce share from 2018-2023 demonstrates that ambitious targets (25% by 2025) can be achieved through strategic investments in infrastructure, including eCommerce academies for employees and specialized platforms for key growth markets. 💡Leading CPGs are pursuing multi-faceted digital approaches simultaneously, with Mondelēz Internationalēz focusing on marketplace dominance across diverse regions, PepsiCo pioneering direct-to-consumer channels and Nestlé also implementing both internal and external eB2B platforms to create an ecosystem approach to digital commerce. However, trailing FMCGs should monitor digital commerce leaders for capability building and execution. Our research also indicated that there is a significant digital commerce performance gap among CPG giants as well. L'Oréal and Nestlé have established a significant competitive advantage with eCommerce sales contributions of 27% and 18.5%, respectively, demonstrating that category leadership is increasingly determined by digital capability maturity rather than legacy market position. Unilever's No.6 overall revenue rank but relatively modest 14% eCommerce sales contribution indicates Magnum's spinoff presents a strategic opportunity to build focused digital capabilities that could outperform the parent company's approach. eCommerce dominance is approaching a tipping point. The projected shift from 35% eCommerce retail share in 2022 to 41% by 2027 represents a critical inflection point where digital commerce is transitioning from an alternative channel to the primary growth driver for CPG brands, demanding corresponding shifts in organizational structure and investment prioritization. With eCommerce growing at more than double the rate of brick-and-mortar (9% vs. 4% CAGR), spinoff moves and timing (Look at Mondelez from Kraft Heinz 10 years ago, Kellanova and Magnum Ice Cream Company recently) is strategically optimal to create a digital-first operation that can capture disproportionate growth as the global retail landscape approaches near-parity between online and offline channels. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟯,𝟵𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #strategy #CPG #FMCG #ecommerce #AI Procter & Gamble Henkel SC Johnson Reckitt The Clorox Company Colgate-Palmolive Church & Dwight Co., Inc. The Coca-Cola Company Danone Ferrero Mars Kellogg Company Beiersdorf

4 out of 5 CRO agencies I've worked with usually relied on 'best practices' to increase conversion rate. These practices include: - Adding badges like 'few left', 'bestseller' - Making reviews more prominent - Creating urgency with timers - Adding key product USPs - Leveraging offers While these strategies do give results, many tend to overlook a critical aspect. Which is UX/UI design. That’s likely the least spoken topic at a CRO agency. Despite its significant potential to increase conversion rates. In this example, using Nourish You India's PDP, I've implemented UX/UI and other changes that can increase conversion rates. Below are the 8 changes I recommend a/b testing - 1. Move the product name above the product image along with reviews+price. That way, the space between the images and the add-to-cart CTA is reduced, increasing the chances of adding to cart. 2. The primary product image should highlight key USPs. This would help the user to quickly understand why to buy this product and why from you. 3. Consider adding product image thumbnails. If your product requires education then use the image slider to provide that. Most important in consumables, personal care industry, and tech. 4. Consider adding 3 quick bullet points or USPs about the product before the user goes to add to cart. This way, they are educated about the product before they consciously think about purchasing from you. 5. Motivate users to add more quantity, increasing the AOV. Do this by highlighting savings when they buy in bulk or highlighting the cost per item if they buy a bundle. 6. Optimize the area around the add-to-cart CTA. Highlight the estimated delivery time, free shipping threshold and return policy. 7. Highlight key USPs to differentiate your product and brand from the others. 8. Add accordions that the user can click on to read more. This way they can find the answers to their questions quickly. Other 2 CRO changes I did: 1. Added 'Few left' once the user selected the pack they want to buy. This creates urgency. 2. Re-iterated price near the pack selection so the user doesn't have to scroll back up to see the price. Success lies in attention to detail. Found this useful? Let me know in the comments! P.S. The learning curve for UX/UI design is quite different from that of CRO. Some great resources to explore are Baymard Institute and Nielsen Norman Group to get started. #conversionrateoptimization #uxdesign

Email still delivers strong ROI. What’s changed is how leading teams are using it. Here are 7 modern and practical email strategies you can use now and into 2026. 📩 1. AI-Driven Decisioning An example is “next best offer.” Use real-time, historical, and behavioral data to determine the most relevant content, offer, or CTA. Instead of sending the same message to everyone, tools like Movable Ink personalize content based on what users have or haven’t done. 📈 2. Product-Led Lifecycle Messaging Trigger emails based on what users do inside your product. If someone signs up but doesn’t activate, send a reminder. If they complete onboarding but skip a key feature, follow up. Email becomes part of the product experience. 🧱 3. Modular Templates + Guard Rails Stop building emails from scratch. Modular templates let teams assemble emails using approved, no-code blocks. Platforms like Knak help you move faster while staying on brand and rendering correctly across devices. 👁️🗨️ 4. Inbox Retargeting & Re-engagement If someone opens and scrolls but doesn’t click, you can adjust the next email. These behavioral signals help guide follow-ups. A scrolled-but-no-click email may call for a stronger CTA or tighter copy. 🧪 5. Automated Experimentation Go beyond A/B tests. Today’s tools can test dozens or even hundreds of variations at once, subject lines, images, layouts, and more. Platforms like OfferFit by Braze optimize automatically to drive better performance. ⏱ 6. Real-Time Triggers Send the right message the moment someone takes action, like signing up or abandoning a cart. It only works if your data flows smoothly and your systems are well-integrated, but the results are worth the effort. 💰 7. Revenue-Based Measurement Connect email to pipeline and revenue. If your data and attribution are in place, you can measure how nurture programs or product launches actually impact the business. Which do you think is most effective? What would you add? PS: Be sure to check out Knak to scale your email efforts, link in the comments. via Nick Donaldson #marketing #martech #marketingoperations #email

Most Shopify brands are scaling ads on broken data, and they don’t even know it. Here’s how it usually plays out: A customer taps your Instagram ad, browses, then leaves. Later, they Google your brand, click a search ad, and purchase on desktop. Meta reports zero conversions. Google takes the credit. And you think your Instagram campaign isn’t working. So, you pause spending on what was actually one of your best-performing channels. This isn’t a one-off mistake... it happens constantly. Between ad blockers, iOS restrictions, and customers hopping across devices and browsers, 20–30% of conversions never make it back into the platforms. And when platforms don’t see the whole picture, their algorithms optimize blindly. → Budgets get allocated to the wrong audiences → Campaigns that should scale get cut too early → ROAS crumbles when you increase spend TrackBee fixes this blind spot. It captures every missed conversion server-side. Stitches together sessions across devices and browsers. Feeds the complete picture back into Meta, TikTok, Google, and your email platform. That means algorithms train on your real buyers, not a half-baked version of them. Scaling stops feeling like a gamble when your platforms finally know who’s actually buying.

During my four years at Amazon Ads, one thing brands could never get enough of was benchmark data. March 2026 just delivered a massive efficiency breakthrough: Google ROI surged +291% (from 4.23 to 16.55) while Walmart Connect Onsite Display ROI exploded by +166%. I can’t wait to see what the Q1 numbers look like. Retail media continues to drive significant results, but performance is concentrated in a few top channels. The gap between these high-efficiency channels and where most teams are still allocating budget is widening. Here's what the data is actually telling you: Retail media has become the primary growth driver. In CPG and Food & Beverage, Amazon Search and Instacart conversion growth is running +30% to +100%+ YoY. Walmart Search is up +59%. This reflects a true structural shift, not outliers. Reallocating budget is answer. Several channels in this benchmark show the same pattern: spend up, clicks up, conversions flat or down. This indicates low ROI despite higher engagement.. The brands winning right now are moving budget toward proven efficiency breakout channels, not simply adding investment across the board. Last year’s channel mix is already wrong. If you're still running the same allocation you built in 2025, the data says you're behind. Google (16.55 ROI), Walmart Onsite Display (19.34 ROI), and MSN (10.50 ROI) are pulling away. Low-ROI, high-click-volume channels are pulling in the opposite direction. Three things worth acting on now: Scale what's working. Double down on Google and ADSP. Google’s 291% ROI surge shows massive intent momentum, while ADSP CPCs improved by 55%, proving offsite efficiency is scaling. Cut the false growth. Social media is currently the False Growth trap, as CPCs dropped 20%, but ROI remained flat at 0.43. It's efficiency without effectiveness. Capitalize on the Local explosion. Local channel ROI grew from 1.73 to 90.07 this month. If your brand has a physical footprint, the window to move efficiently is now. Join Josh Dreller (Skai) and Kelly Gerrard (Marshall Associates) on April 23 for an in-depth look at Q1 digital advertising performance, featuring our exclusive data on retail media, paid search, social, and GenAI-powered marketing.

If I were starting from scratch on Amazon today and launching an Amazon brand in 2025, here's exactly how I'd approach it: (My creds: Selling on Amazon since 2014. Millions in sales. Founder of Incrementum Digital) First, I'd ignore the playbook that worked in 2014: NO more chasing random opportunity gaps NO more jumping between unrelated categories NO more relying solely on Amazon's ecosystem Instead, I'd build with these two non-negotiable principles: 1. BRAND COHESION IS EVERYTHING I'd ensure every product in my catalog tells a consistent brand story. Each new launch would strengthen my brand identity rather than dilute it. Because cohesive brands: - Command higher margins - Build stronger customer loyalty - Create cross-selling opportunities 2. SOCIAL-FIRST PRODUCT SELECTION Before launching anything, I'd ask: "Could this product go viral on TikTok or Instagram?" If the answer is no (looking at you, "replacement cabinet handles") I'd move on regardless of the Amazon opportunity gap. My media strategy would prioritize: - Creator partnerships from day one - Off-Amazon content that drives branded searches - Building a community OUTSIDE the platform This approach creates what every successful Amazon brand needs in 2025: a protective moat against competitors who only compete on reviews and price. A big bonus to this all: When it's time to exit, brands with a strong off-Amazon presence command significantly higher multiples. The most valuable Amazon businesses in 2025 won't be "Amazon businesses" at all... they'll be brands that HAPPEN to sell on Amazon. What other strategies would you add to this approach?

Another Sonoma winery has declared bankruptcy. Could we have saved it? Reynoso Wines had a lot going for it: well-reviewed wines at great prices, elegant packaging, gorgeous photography. But it wasn’t enough to stave off bankruptcy. We don’t know the entire story, but as a brand expert, a few things stand out: ⚠️ Differentiation matters — Pretty labels that blend into a crowded shelf won’t stick in people’s minds. Pretty ≠ memorable. ⚠️ Storytelling matters — A list of events is not a story. Without peril, triumph, surprise, delight, what’s the point of remembering or retelling? ⚠️ Visibility matters — Reynoso had 301 followers on instagram. Enough said. The key idea here is RELEVANCE. Today, good product and pretty pictures just aren’t enough to grant you a spot in your customers’ head space. We have to earn it. So what would I do to turn the ship around? 1. Hire a full-time social media person. Think we can’t afford it? I promise you it’s more expensive to be invisible. 2. Build a truly compelling events schedule. This is beyond trivia nights & cover bands. Chef’s dinners, live debate, performance art. Nobody tells their coworkers about the Eagles cover band they saw last week. But the naked people who covered themselves in paint and flung themselves on the canvas? That’s a story. 3. Overhaul the website to follow e-commerce best practices. Big, high-quality photos, easy-to-understand flavor profiles, reviews. 4. Launch an aggressive collaboration calendar. Partner with like-minded brands every quarter — boutique candle makers using our bottles to make a limited collection. Local glass-blower making one-of-a-kind decanters. Micro-influencers with small but passionate followings. Each partnership is a chance to invite new people into our orbit. 5. Most importantly—define your *unique* core values, and figure out how and why they *matter* to the people we are trying to reach. I cannot overstate how important this is. Once we know what we believe, we can ensure that every touchpoint underscores these themes, and we can build a culture people are excited and proud to belong to. I am begging wineries to take this work of branding seriously. Too many wineries are investing in optical sorters and drone videos instead of clear brand foundations that our customers can align with and participate in. The *good* news is that so many wineries lack truly defined and differentiated brands that once you have your foundation, you’ll be leaps and bounds ahead of your competition! 👇 I want to know: what would you do to turn around a slowly failing winery? ––– P.S. If you want help turning your brand around, Transom is opening another round of our brand alignment workshop. Ninety minutes that will reshape your thinking and map out a pathway to sustained success. Comment below or DM me for more info.

In the dynamic world of digital marketing, an effective email campaign is more than just a message—it's a carefully crafted experience that captivates, resonates, and drives action. Let's dissect the key elements that contribute to the success of an email marketing masterpiece. 🌐📧 1. Subject Lines that Spark Curiosity: 🔍📌 The gateway to your email. Craft subject lines that intrigue, inspire, or pose questions. The goal? To entice recipients to open the email and explore what lies within. 2. Compelling Content: Tell a Story, Solve a Problem: 📖🎯 The heart of your campaign. Your content should be a blend of storytelling and problem-solving. Connect emotionally, provide value, and address the needs or pain points of your audience. 3. Personalization for a Tailored Touch: 🤝🎨 Beyond just using a recipient's name. Leverage data to personalize content, recommendations, or offers based on user behavior and preferences. A personalized touch enhances engagement. 4. Visual Appeal with Eye-Catching Design: 🎨👁️ A picture is worth a thousand words. Incorporate visually appealing graphics, images, and layouts. Design should complement your brand and guide the reader through the content seamlessly. 5. Clear and Compelling Call-to-Action (CTA): 🚀🔗 The purposeful nudges. Your CTA should be crystal clear, compelling, and aligned with the campaign's goal. Make it easy for recipients to take the desired action, whether it's making a purchase, signing up, or downloading. 6. Mobile Optimization for On-the-Go Engagement: 📱💨 In a mobile-centric world, ensure your emails are optimized for various devices. Responsive design is key to delivering a seamless experience, no matter where your audience opens their emails. 7. A/B Testing for Continuous Refinement: 🔄📊 Don't guess; test. A/B testing allows you to experiment with different elements—subject lines, content, visuals—and refine your approach based on real-time performance data. Share your insights and let's continue to elevate our email marketing game together! 💬💌 #EmailMarketing #DigitalCampaigns #EngagementStrategy

👉 Unlock the secrets of consumer psychology to enhance your email marketing effectiveness 📧 In the crowded space of email marketing, understanding and applying behavioral economics can significantly improve the effectiveness of your campaigns. By tapping into how consumers think and make decisions, you can craft emails that not only get opened but also convert. ▪️ The Scarcity Principle ⏰ : Utilize the Scarcity Principle in your email campaigns to create urgency. Informing recipients that a deal is limited-time only or that only a few items are left can significantly increase the likelihood of immediate action. For example, "Only 3 hours left to claim your offer!" or "Just 5 items remaining at this price!" ▪️ The Paradox of Choice ✅ : Simplify consumer decision-making by limiting the number of options. The Paradox of Choice teaches us that too many options can overwhelm and deter decision-making. Optimize your emails by providing one clear call to action or focusing on a single product or service rather than multiple. ▪️ Personalization and the Liking Bias 🙋♂️ : Leverage the Liking Bias by personalizing your emails. People are more likely to engage with content that appears tailored to them. Use data to address recipients by name, reference past purchases, or suggest items based on browsing history. This not only captures attention but also enhances the feeling of intimacy and relevance. ▪️ Loss Aversion 🔚 : Capitalize on Loss Aversion by highlighting what your customers stand to lose if they don’t take action. Phrasing like, "Don’t miss out on this opportunity!" can be more effective than simply presenting the benefits of an offer. 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲: Review your current email marketing strategies. How can you implement these behavioral insights to increase open rates and conversions? Test different approaches in your campaigns to see what works best with your audience. #BehavioralEconomics #EmailMarketing #DigitalMarketing #ConsumerPsychology #ServingMarketing #SirviendoMarketing

India's ecommerce winner isn't Amazon India's digital commerce market is undergoing a structural shift. While traditional ecommerce still dominates volume, quick commerce is the fastest-growing channel. Key figures from the latest 1DigitalStack Digital Commerce Pulse Report: • India's digital commerce market is estimated at ₹8 lakh crore in 2026 • Quick commerce has reached ₹1.08 lakh crore in GMV • The segment accounts for 13.5% of the total digital commerce market • Quick commerce is growing at approximately 40% YoY • Growth is nearly four times faster than traditional ecommerce The real story is changing consumer behavior. Quick commerce platforms such as Blinkit, Swiggy, Instamart and Zepto now capture: • 94% of online food & beverage purchases • 68% of home care purchases • 61% of personal care purchases • 54% of baby care purchases Amazon and Flipkart remain the preferred destination for higher-value and lower-frequency purchases such as electronics and home products. The result: Quick commerce owns everyday purchases; traditional ecommerce owns considered purchases. Why this matters? Retail has always been a battle for shopping frequency. The channel capturing the most frequent shopping missions gains more data, purchase occasions and influence over brand discovery. - For FMCG brands, this changes the route to market. - For retailers, it changes how inventory, assortment and fulfilment networks are designed. - For investors, it highlights where digital commerce growth is increasingly concentrated. What's driving the shift? Several consumer trends are converging: • Convenience is becoming a stronger purchase driver than price for everyday items. • Consumers increasingly buy for immediate needs instead of weekly stock-ups. • Urban households are comfortable outsourcing small and frequent purchases. • Faster delivery reduces planning requirements and encourages impulse purchases. • Larger dark-store networks improve availability and reliability. Their combined dark-store network grew from 3,405 to 5,026 locations in one year, supporting this behavioural shift. Background Blinkit is owned by Zomato and is one of India's largest quick commerce operators. Swiggy Instamart is the quick commerce arm of Swiggy, while Zepto has become one of the fastest-growing retail technology companies in the country. India's market is becoming a two-speed ecosystem: - Quick commerce for immediate needs. - Traditional ecommerce for planned purchases. The companies that win both missions will likely define the next decade of digital retail. #india #asia #quickcommerce #ecommerce #retail #retailtech #digitalcommerce #fmcg #grocery #foodretail #omnichannel #consumerbehavior #shoppermarketing #lastmiledelivery #supplychain #logistics #marketing #sales #brandstrategy #investors #venturecapital #startups #foodtech #customerexperience #digitaltransformation #marketplaces #amazon #flipkart #blinkit #zepto