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Social Media Marketing for eCommerce Websites


Social Media Strategies That Get Results

Statistics consistently show that social media marketing is an absolute must for eCommerce businesses. There are 3 billion people using social media in the world, and they use it an average of 2 hours and 15 minutes a day! Roughly 50 percent of them interact with brands on social media, and 90 percent of businesses perform some sort of customer service through social media.

It’s not enough just to have social accounts for your business. You should use them to market your brand, connect with your customers, maintain relationships, inspire engagement, and sell products. In short, you should work hard at it. Your competitors are.

Marketing through social media has grown immensely in recent years, but when we talk with marketers for eCommerce businesses, we see a consistent barrier that stops them from making the most of it.

What’s the biggest reason eCommerce companies don’t market aggressively through social media? They don’t know how.

Guess what? We do. We’re an award-winning digital marketing company with a full suite of services, and we’re always on top of the latest technologies and marketing techniques. Our dedicated team of social media experts is strategic and creative in helping businesses like yours.

Forming a Social Media eCommerce Strategy

Every strategy starts with a goal. Do you know what yours is? Do you want brand recognition? Do you want 100,000 new followers? Do you want an immediate boost in revenue? Do you need 1,000 new sales by the end of the month, no matter what? Do you cater to people under the age of 25? Can you ship products overseas?

Answering these types of questions helps form your strategy. Organically building a follower base through fun, shareable content is a lot different from buying ads.

Paid Social Media Advertising

Paid ads on social media are much like advertising the way it’s always been. Craft your message, create an advertisement, and pay for it to appear to the public. Social media allows you to target by location, age, gender, interests, and more.

Does it work the same for all social media platforms? Nope. People don’t use each one the same. They look different. They use different algorithms and pricing models.

Facebook is still the most popular social media platform in the world, particularly among the 30 to 49 age group. Its advertising model lets you target types of users in a clear, specific way, and its reporting is user-friendly. Running paid ads on Facebook is much easier than an organic campaign, as Facebook’s display algorithm doesn’t favor unpaid posts from brands. Facebook also has its own eCommerce platform, called Facebook Store. You can recreate your store in Facebook’s platform, or you can link your products to the Facebook Store page. Either way, you can set up a shopping cart and allow users to buy products easily and quickly.

Does it work the same for all social media platforms? Nope. People don’t use each one the same. They look different. They use different algorithms and pricing models.

Instagram has had a sudden rise in the last few years, especially among millenials. Many marketers say that its design and image-focused user experience are simply more conducive to selling products. The statistics back that up: Of the top social media platforms, Instagram has the highest percentage of users buying products, and the most money spent per product.

Twitter’s user segmentation goes a step deeper than other social media platforms: you can target people based on who they follow and the actual words they tweet. Paid ads on Twitter perform surprisingly well considering it’s such a content-focused platform.

Organic Social Media Advertising

Organically building a following through social media is a different story. It’s harder in theory, especially for lesser-known eCommerce brands, but it doesn’t cost anything … in theory. You’ll need to pay someone to do the work, but a large list of followers is the gift that keeps on giving. When people choose to follow your brand on social media, it’s like an invitation to advertise to them for free.

Facebook may be the most popular social media platform, but it’s not the most effective for organic brand marketing. Users don’t follow brands on Facebook at the same rate as on Instagram or Twitter, and brand posts don’t make it into user’s news feeds as often. Even so, Facebook is simply too big to ignore for eCommerce companies.


Does it work the same for all social media platforms? Nope. People don’t use each one the same. They look different. They use different algorithms and pricing models.

The image-focused, engagement-heavy experience of Instagram is great for marketers selling products. And Instagram’s display algorithm is generous to brand pages, showing their posts to users more often. In today’s “people are brands” world, Instagram treats them both the same. An attractive, well-managed Instagram account will pay off for the foreseeable future.

Twitter is great for defining a brand, and eCommerce sites may need to get creative with content to make the most of an organic Twitter campaign. Twitter is also known as an effective tool for customer service and brand reputation management, because regular people can publicly connect with companies easily. eCommerce businesses should definitely do their best to have a well-followed, well-maintained Twitter account.

This covers just three of the many social media platforms out there. There are many more, obviously, which can be big for eCommerce: Pinterest, SnapChat, YouTube (yes, it’s social media), WhatsApp, Reddit, TikTok, and many more. When you work with the social media team at 1SEO Digital Agency, we tailor a strategy that works best for your business and your budget.