Shopify Ecosystem

5 Core Pillars For Your Ecommerce Marketing Stack In 2022 


In the early days of the internet, online shopping had a bad and scammy reputation. Today, businesses that don’t leverage the internet for sales lose customers, potential revenue, and market share.

Naturally, ecommerce will be a big business in 2022. Worldwide ecommerce sales are projected to hit $5.4 trillion in 2022. That’s up 10.9% from one year ago, 81.9% from five years ago, and 305.9% from nine years ago.

The point is: ecommerce is growing quickly, and you can’t market without it. Let’s dive into five core elements you need to add to your marketing stack to compete in online retail in 2022.

1. Integrate Social Proof at Critical Conversion Points

84% of consumers say they trust peer recommendations above all other sources of advertising, and 91% of shoppers read online reviews before making a purchase. If that’s not convincing enough, 88% of consumers trust online reviews written by other consumers as much as they trust recommendations from their personal contacts. This means consumers are far more trusting of third-party opinions on a product than brand-generated content.

Robert Cialdini first explained the concept of “social proof” (sometimes called “informational social influence”) in his 1984 book “Influence.” In it, Cialdini explains that people take clues from their peers when they face new situations. So, when someone views a product they don’t have a personal experience with, they trust people who do.

There are many easy ways to integrate social proof into your marketing, including:

Brands like Knockaround that seamlessly integrate UGC into their ecommerce websites and social media channels help shoppers see products in-action and envision themselves owning the product.

Pixlee’s platform offers a combined influencer marketing and UGC management solution for brands looking to boost social proof across their marketing channels; brands can automatically source, permission, publish, and track the success of community content in-platform.

2. Grow Visual Commerce Capabilities

35% of consumers want to view a product before they purchase it, 20% want to hold it in their hands the day they purchase it, and 11% buy more items than they intend to keep (likely with the intention to return unwanted items).

What does this tell us? Many consumers want more interaction with a product than a basic ecommerce selling setup can provide.

That’s where visual commerce comes in. Visual commerce is the practice of supplementing your marketing with visual elements that help consumers connect with your product without seeing it in-person. Those elements could include pictures, videos, virtual reality, augmented reality (AR), or social media posts.

There are many ways to leverage visual commerce in your marketing, including social storefronts and AR capabilities to virtually try out a product. Leading brands in ecommerce often employ shoppable UGC galleries on their ecommerce site, letting site visitors shop directly from real pieces of customer content. UGC often contextualizes products in ways that professional, polished photography does not, and it’s valuable to give consumers an easy way to shop straight from this media.

NAVY Hair Care features Pixlee-powered UGC galleries throughout its website, showing real results shared by actual customers and providing a “buy now” button when a shopper clicks on the post.

3. Opt for User-Friendly Shopping

72.9% of ecommerce sales in 2021 came from a mobile device, and that percentage is up from 52.4% in 2016.

There’s an important message in these statistics: mobile devices are critical in sales, so if you want sales, you need to meet customers where they are.

You can optimize your store for mobile devices by using a mobile-friendly theme. Additionally, you can use Accelerated Mobile Pages (AMP), optimize your images for mobile devices, and increase the size of the buttons on your website (as it’s hard to click small buttons on a touchscreen).

Kirkland’s uses Pixlee to add social proof to its email marketing campaigns with UGC galleries that maintain a mobile-friendly design.

You shouldn’t just stop there, because accessibility is also important. You can make your website accessible by:

  • Using colorblind-friendly color schemes
  • Giving your images alt-text
  • Adding an audio clip of someone reading each article, page, and product description
  • Avoiding flashing effects or lights
  • Using a dyslexia-friendly font
  • Making your text accessible for speech recognition software

Optimizing page load speed by employing lightweight UGC and Ratings & Reviews widgets is also a game-changing move, as slower sites dissuade site visitors from continuing their shopping journey.

4. Enable Personalization at Scale  

A study on 2,000 Americans from Accenture found that 43% of consumers are more likely to purchase from a company that offers a personalized experience over a company that doesn’t. Macro-economically, the same study found that a lack of personalization in marketing costs businesses over $756 billion in 2019.

Personalizing your online store may seem complicated, but it’s easier than you may think.

Rather than investing in hyperpersonalized content, you can use what you already know about your audience and products to glean better insights into your target buyer and their needs. Specifically, allowing customers to filter content within UGC galleries can help them find content that is specifically relevant to them, all while imbuing social proof throughout the journey.

Mapiful offers various gallery filters on its shoppable UGC site page to provide inspiration to site visitors while letting them choose what types of products they’re interested in.

One way to add personalization to your Ratings & Reviews strategy is to include review elements that viewers can filter for. For example, NAVY Hair Care allows reviewers to specify their hair type so site visitors can identify reviews that are most relevant to them personally.

Here are some other ideas for personalization:

  • Address all marketing emails to the recipient by name
  • Track what a visitor views on your website and recommend related products
  • Include someone’s name within the body of your marketing emails (only 36% of brands currently do this)
  • Tailor the search engine advertisements you show consumers to the keywords they searched for

For best results, ask your customers what personalization features they want and implement the most popular options.

5. Foster Community Through Your Marketing Efforts

As research shows that increasing your customer retention by 5% can increase your profit by 25% or more, marketing to your brand community is the key to boosting profits. Naturally, fostering your brand community is a winning marketing strategy for anyone looking to grow their business in 2022.

There are many short and long-term ways to boost your digital community. To engage people short-term, you can:

  • Increase your customer service response times (as 46% of customers expect a customer service response in less than four hours)
  • Run a social media contest
  • Respond to every direct message or comment on social media
  • Create a unique branded hashtag for users sharing UGC on social media to use in their captions
  • Engage with your community by starting a podcast or livestream

Sharing and interacting with your community’s UGC in general is key to fostering online community, whether that be through a specific UGC campaign or day-to-day posts mentioning your brand.

There is an art to developing an excellent community-building strategy, as your strategy will need to align with your branding and customers. Naturally, you may need to test each idea with trial-and-error to see if it works for you.

What Customers Want

Ultimately, customers want three key things in 2022: better customer service, more personalization, and a unique shopping experience.

How do you deliver these things? Spice up your marketing with social proof, use visual commerce, optimize your store for mobile, enable personalization, and concentrate on your community.

Once you’ve mastered these core marketing needs, you’re set for a strong year of sales.

Special thanks to our friends at Pixlee for their insights on this topic.
I'm also on

Subscribe to Podcast

Top 1% most popular show out of 2,729,419 podcasts globally!

eCommerce Fastlane | Shopify Podcast For DTC Brands | Growth Marketing Strategy For Entrepreneurs | Listen Notes