Marketing and content in eCommerce: what are online merchants missing?
15.06.2026 7 min. 212 views
Marketing and high-quality content are two complementary elements of a successful growth strategy for any online store. Marketing attracts visitors to the online store through different channels, while content builds trust, engages users and supports their purchase decisions.
A sustainable marketing strategy is not based on a single channel, but on the balanced use of different marketing approaches and tools that work together to attract, convert and retain customers. It combines organic and paid channels to attract new visitors to the online store, turn them into customers, build loyalty and encourage repeat purchases. At the core of this holistic approach are regular data tracking and analysis, which make it possible to optimise marketing investments and make informed decisions about business development.
In practice, however, many online merchants focus their efforts and budget on a limited number of marketing activities, while overlooking existing customers, SEO optimisation, the creation of high-quality content and the analysis of key performance indicators. In the short term, this approach can generate sales, but in the long term, it limits the opportunities for sustainable growth.
In this article, we will look at the most common gaps in marketing and content among online merchants in eCommerce.
This article is part of the following series:
- The hidden obstacles to online store growth: Where do merchants go wrong in strategy and how to avoid it?
- Where do projects fail due to poor internal organization and communication? And how does this hinder your online store’s growth?
- Marketing and content in eCommerce: what are online merchants missing?
- What are the most common UX issues in online stores that reduce conversion?
What are the risks of relying on paid advertising?
Over-reliance on paid advertising as the main source of sales is a common practice. Many online merchants allocate almost their entire marketing budget to performance marketing with the aim of generating sales quickly.
Although this approach can deliver short-term results, it also comes with risks:
- Sudden drop in revenue - the business becomes highly dependent on advertising platforms. A temporary restriction or suspension of an advertising account, changes to algorithms, a technical issue or an update to advertising policies can lead to a sharp drop in traffic and revenue for an indefinite period of time.
- Constantly increasing customer acquisition costs - as competition on advertising platforms increases, the cost of acquiring a new customer (Customer Acquisition Cost - CAC) inevitably rises. If there are no other effective sources of traffic, the business is forced to continuously increase its advertising budget. Paid advertising delivers results only while the investment continues.
Companies that build a diversified marketing strategy are significantly more resilient to market changes, technological limitations and growing competition. Paid advertising is a key tool for accelerating growth and attracting new customers, but it should not be the only source of traffic and sales. A balanced marketing mix reduces dependence on individual channels, improves the return on marketing investment and creates a stable foundation for sustainable development and long-term growth of the online business.
Why shouldn't online merchants underestimate SEO?
“I won't invest in SEO because it's expensive and the results take time.” - in our experience, this is an argument we often hear from online merchants.
Neglecting organic traffic often goes hand in hand with over-reliance on paid advertising. Even large companies underestimate basic SEO practices and fail to recognise the added value they bring to business growth.
Based on our experience with dozens of clients and eCommerce projects, we can confirm that SEO works and delivers real results. For around 80-90% of our clients who consistently follow the recommendations of SEO specialists and implement them in their online stores, we see a steady improvement in organic traffic and search engine visibility.
SEO optimisation should not be overlooked. It is a long-term investment that builds brand authority, increases visibility and creates the conditions for sustainable growth. In the age of artificial intelligence, high-quality content, good technical optimisation and strong website authority now influence not only search engine rankings, but also whether a business is discovered and cited in AI Overviews and other AI-based search systems. This is why Generative Engine Optimization (GEO) is increasingly being discussed - an approach that builds on traditional SEO by optimising content for generative AI platforms as well.
How does the lack of CRM and active engagement with existing customers limit business growth?
The lack of CRM systems (Customer Relationship Management) limits a business's ability to actively engage with existing customers, whose retention and conversion into loyal customers is significantly cheaper than acquiring new ones.
Over time, online merchants build large customer databases (warm audiences) - both from online channels and physical stores (when they have them). In many cases, however, this resource remains unused, resulting in a missed opportunity for the business.
There are many tools for activating audiences and encouraging repeat purchases, but due to a lack of time, resources, priority or organisation, these practices are often not implemented.
Which channels do online merchants most often overlook?
- Email marketing - automated emails for abandoned carts, confirmations and information during the purchase process, personalised product recommendations and offers, birthday and holiday greetings, reactivation of inactive customers and more.
- Push notifications - personalised notifications through a mobile app for new products, promotions, availability or abandoned cart reminders.
- Viber and SMS campaigns - a direct communication channel with a high level of engagement, suitable for limited-time offers, important notifications and personalised offers.
- Loyalty programmes - mechanisms for earning points, personalised discounts, exclusive offers and rewards that encourage repeat purchases and increase customer engagement.
We shared more about the different channels and tools in our article: "How to increase Purchase Frequency in your online store?.
CRM is much more than a system for managing customer data - it is a strategic tool for building loyalty, encouraging repeat purchases and increasing long-term customer value.
The added value of authentic content: Why is the owner's role key?
In an era when more and more online merchants are using AI tools to create content, authenticity is becoming one of the strongest competitive advantages.
A common gap is for owners to remain outside the content creation process. In reality, they know their business, products and customers better than anyone else. This knowledge is difficult to replace with an external copywriter or an AI tool.
The role of owners is to actively participate in the process by sharing ideas, knowledge and practical examples. The marketing team can turn these ideas into high-quality blog articles, social media posts, FAQ sections, category and product descriptions, videos and other formats.
For the process to be effective, it is important for owners to dedicate time to this area as well, because they are the ones who “live and breathe” their business and can make the content authentic, convincing and engaging for customers.
When you share useful, engaging and relevant content through different formats, you can increase brand awareness and build lasting relationships with your target audience.
Ignoring marketing tools and data
Especially among smaller online stores, basic marketing tools are often underestimated and key performance indicators (Key Performance Indicators - KPIs) are not systematically tracked. As a result, many merchants invest in advertising without having a clear understanding of where their sales come from, which campaigns deliver the best results and which metrics they need to track.
Some of the most important metrics include traffic and sales sources, cart abandonment rate, Conversion Rate, Average Order Value (AOV), Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV) and Return on Ad Spend (ROAS).
Without this type of analysis, marketing decisions are often based on assumptions rather than actual data. That is why implementing the right marketing tools and properly analysing the information collected are essential. They make it possible to measure results, optimise marketing investments and make informed decisions that support the sustainable development of the online store.
Marketing in eCommerce is a system of interconnected activities that work best when used together. Instead of relying on a single channel, build a balanced strategy that combines SEO, paid advertising, content, social media, email marketing and loyalty programmes. This integrated approach creates sustainable growth, increases sales and builds long-term relationships with customers.
FAQ
Sustainable growth of an eCommerce business requires consistency - both in technology investments and in marketing, content and working with data. At Stenik, we work with our clients over the long term, helping them make informed decisions and develop their online stores according to the real needs of the business and changing user expectations.
Do you need an expert perspective on the next stage of your online store's development? Contact the Stenik team for an eCommerce consultation.
