8 Best E-commerce Advertising Campaigns To Get You Inspired (Examples + Best Practices)

Let’s face it – the attention span of customers is getting shorter while the list of choices they have are getting longer. Standing out in the crowd in the E-commerce space has become nothing less than an art form today. Thankfully, there is a key to this enigma. And it revolves around curating compelling and engaging advertising campaigns that capture the imagination of your target audience and drive them toward making a purchase. 

Whether you’re a seasoned E-commerce player or just starting out, seeking inspiration from successful campaigns can spark your creativity and give you the much-needed edge to propel your business forward. Keeping that in mind, we’ve curated a list of the best E-commerce advertising campaigns with insights and best practices. Read along!

What Is E-commerce Advertising?

E-commerce Advertising falls under the umbrella of E-commerce marketing. If E-commerce marketing is all about driving awareness about your online store, E-commerce Advertising is the method used to promote it. Businesses create E-commerce Ads on different channels like Facebook, Instagram, Bing and Google to drive website traffic, and ultimately increase sales. Display ads, search ads, banner ads, and rich media ads are the most common types of E-commerce Ads created.

Things You Need To Know Before Running E-commerce Ads

Before you dive headfirst into running your E-commerce Ads, there are two crucial things you need to know to maximize your chances of success. Here are they:

Know Your Target Audience

Understanding your target audience is the foundation of any successful E-commerce ad campaign. Without a clear idea of who your customers are, their needs, preferences, and behaviours, your E-commerce Ads may fall flat and fail to generate the desired results. 

  1. Start by conducting thorough market research to identify your target market’s demographics, psychographics, and purchasing habits. Learn about their age, gender, location, interests, and lifestyle preferences. Utilize tools like surveys, interviews, and online analytics platforms to gather valuable insights. Platforms like SurveyMonkey, Lantana, and Remesh. 
  1. Next, create Buyer Personas that represent your ideal customers. Again, these personas should constitute demographic information, motivations, pain points, and shopping behaviours. 
  1. Finally, utilize tools like Google Analytics and Facebook insights to identify trends and understand traffic sources to optimize your Ad targeting based on real-time data.

This will help you craft compelling Ads that speak directly to your customers. 

Ensure Your Website Is Optimized

While running E-commerce Ads can help drive traffic to your E-commerce website, you must also ensure that your website is optimized to convert that traffic into sales. When your E-commerce store is not optimized, it will constantly experience high bounce rates and low conversion rates leading to wasted advertising budgets. Here are some ways to optimize your website: 

  1. Ensure that your website is responsive and it automatically adapts to different devices and screen sizes.
  2. Increase your website’s speed by compressing images and leveraging caching techniques. 
  3. Ensure that your website has straightforward navigation, logical categorization, and clear product descriptions. 
  4. Optimize individual product pages so that they have high-quality images, compelling product descriptions, clear pricing, and prominent Call-To-Action. 

E-commerce Advertising Best Practices To Follow

Running successful E-commerce ad campaigns demands a strategic approach and adherence to certain best practices that have proven to yield results. Here are some of the best practices we urge you to follow while crafting ads for your business: 

Focus On Showing Rather Than Telling

Despite the prevalent use of text-only ads in other domains, visual content takes the upper hand for E-commerce advertising. Why? Because visual content grabs instant attention, engages viewers, and allows them to envision the benefits of the products themselves. 

The whole idea is to not re-state your value proposition or the features of your products directly. Instead, use visuals that tell a story and evoke emotions. For example, you can include a video where your customers speak about the benefits of your product and how it has changed their life.

Optimize For Mobile

There are high chances that most of your potential customers are accessing your store via mobile devices. Even studies prove this. According to Statista, M-commerce accounts for nearly 65.7 of all E-commerce sales worldwide. Even if a customer walks into your store, they are going to use their smartphones to compare prices, read customer reviews, or even locate other stores in the vicinity. 

This means your E-commerce Ads should be optimized for mobile phones. They must engage customers irrespective of their location and the devices they use.  So make sure your E-commerce Ads’ visuals, landing pages, and checkout processes are responsive and provide a seamless experience across various screen sizes. 

Use Multiple Image Carousel Posts

It often becomes difficult to show the whole catalogue in one ad creative or convey all the product’s benefits in a single image. In such cases, you can opt for carousel ads on Facebook and Instagram. With carousel ads, you can showcase various products or highlight multiple features in each card that your viewers can scroll through. 

Do Post-Click Optimization

Many E-commerce advertisers make the mistake of focusing their optimization efforts at the ad level. They do not pay much attention to the post-click experience, which includes the landing page users are directed to once they click the ad. This results in a personalization gap and will most likely lead to a bounce. 

So always ensure that the landing page aligns with the ad creative, has a clear Call-To-Action (CTA), and provides relevant information. Also, don’t forget to optimize the page for fast load times, easy navigation, and a seamless checkout process. A smooth post-click experience can significantly impact conversion rates and overall campaign success.

Perform Conversion Rate Optimization

Conversion Rate Optimization (CRO) is the process of continuously testing and optimizing various elements of your E-commerce Ads to improve the conversion rate. You can perform CRO through data collection, analysis, hypothesis, and A/B or multivariate testing.

Experiment with different ad copies, visuals, headlines, CTAs, and placements. Find out what resonates best with your target audience and implement them. This data-driven approach can automatically lead to higher conversion rates and increased ROI on ad spend. 

Use UGC Content For Ads

User-generated content (UGC) typically includes customer reviews, testimonials, and social media posts referencing your brand. When you include this in your E-commerce Ads, it adds authenticity to your campaigns. The idea is to showcase the experiences of the users and share their positive feedback via ads. 

Provide An Omnichannel Experience

Aim to provide frictionless customer experience at every touchpoint in their purchase journey. To achieve this, ensure all your brand channels are integrated and users can seamlessly transition between different channels. 

For example, when customers click an Instagram ad, you can direct them to the specific product page where they can check if the item is available in the nearest physical store. You must also maintain consistent messaging and branding across all these channels to maximize the chances of conversion. You can also use WhatsApp messaging to retarget customers who have visited your website via ads and showed interest in your product. 

Targeting & Retargeting On Social Platform

It’s possible to define your target audience based on demographics, interests, and behaviours on social platforms like Facebook and Instagram. This precise targeting increases the likelihood of capturing the attention of potential customers who are most likely to be interested in your products.

Retargeting takes it a step further by allowing you to re-engage users who have already interacted with your brand. By tracking website visitors and their actions through Pixel tracking, you can retarget them with personalized ads. This strategy reminds them of their previous interest in your brand and encourages them to revisit your website and make a purchase. 

Top E-commerce Ads Example

Here are examples of the best E-commerce Ads that successfully attracted customers with their creativity. From storytelling to engaging visuals, these ads uncover the power of strategic marketing in the E-commerce landscape.

1) Ditch The Guilt

Ecommerce ad example from Ditch


Ditch The Guilt, a healthy snack brand, has created a unique ad campaign featuring an eye-catching visual packshot of the product. Of course, good product photography plays an essential role in grabbing users’ attention as they browse online. But what sets this ad apart is the focus on the nutritional information within the image so that users can make informed decisions instantly. 

What We Love About This Ad: Focus On The Product & Its Nutritional Value 

By emphasizing nutritional values in the ad, the brand has showcased its transparency and commitment to promoting a healthier lifestyle among its users. The best part is that the users can quickly assess whether the product aligns with their dietary goals and make the purchase decision. 

2) Mama Earth

Ecommerce ads example from mama earth


Mama Earth, the eco-friendly cosmetic brand has come up with an E-commerce Ad campaign featuring customer testimonials coupled with an exciting discount offer.  Through this campaign, The brand was able to inspire confidence among users about its all-natural products 

What We Love About This Ad: It Builds Trust Organically

Through its transparent messaging and reliable customer review, this ad builds trust among the users. It serves as social proof, validating the quality, reliability, and desirability of the product. When potential customers see positive feedback from real users, they are more likely to trust the brand and make a purchase. Such types of ads work great for beauty products, nutritional supplements, and food products. 

3) Shoppers Stop

Ecommerce ads example from Shoppers stop

Shoppers Stop, the renowned online marketplace for lifestyle goods, has come up with a well-thought-out advertising campaign. This ad uses the carousel format to display multiple product collections along with corresponding discounts. 

What We Love About This Ad: It Uses FOMO To Capture Attention

This ad works due to 2 reasons. One, the carousel format, creates an opportunity for the brand to capture the interest of various segments of its customers and enable them to perform easy comparisons and evaluations of different offerings. Two, by adding a discount with an end date, the ad induces FOMO among the users and captures their attention immediately. This improves the chances of engagement and a potential sale.  

4) Nykaa

Ecommerce ads example from Shoppers stop

In this E-commerce ad, Nykaa, the cosmetics retailer, has collaborated with Instagram influencers to endorse the brand. 

What We Love About This Ad:  Using An Influencer To Build Brand Credibility

This E-commerce Advertising campaign capitalizes on the influencer’s credibility, authenticity, and well-established connection with her followers to drive traffic to the brand’s website. By showcasing the influencer’s genuine affinity for the brand’s products, the ad instantly gains trust and authority in the eyes of the audience.

5) Carat Lane

Ecommerce ad campaign by Cartlane


In this ad campaign of Caratlane, the jewellery brand, the focus is on one of its core offerings “Try Before Buy”. Instead of promoting their products, the brand has highlighted its biggest competitive advantage to the users through an easy-to-understand video. 

What We Love About This Ad:  Focus On USP

By focusing on a unique advantage offered by the brand, the ad instills confidence among the users and encourages them to try its products The ad also emphasizes that CaratLane is a customer-focused brand that understands and addresses the needs of their customers. 

6) Juicy Chemistry

Ecommerce ad example by Juicy chemistry


Juicy Chemistry, the organic skincare brand, has taken a unique approach in this ad campaign by highlighting one of their customers’ issues, “Hair Fall.” The ad copy provides in-depth information about the cause of hair fall and how their products help reverse it. 

What We Love About This Ad: Focus On Pain Point 

By focusing on the needs and concerns of the customers, this ad has taken an empathetic approach to marketing. Instead of directly promoting the product, the ad educates consumers, giving them the confidence that their purchase will help them reduce their hair fall problem. They even supported their claim with data and customer reviews. 

7) OnePlus

Ecommerce ad example by One Plus

OnePlus’s recent ad campaign captivates users with the power of User-Generated Content, featuring a stunning photograph taken by one of its customers using their flagship phone.

What We Love About This Ad:  Focus On User Generated Content

By showcasing a real-life example of the product’s capabilities, this ad demonstrates the impressive quality and performance of the product. This User-generated content not only adds an element of authenticity to the ad but also serves as powerful social proof. 

8) Ajio

Ecommerce ad example by Ajio

Ajio, the Indian fashion marketplace, has come up with an intuitive E-commerce ad that uses the carousel format to introduce users to its wide collection of clothes and accessories. In this ad, every product is showcased with the help of a vivid image, a catchy description, and a FOMO inducing CTA. 

What We Love About This Ad: Effective Utilization Of The Carousel Format

Within a single ad, the brand has successfully displayed the incredible variety of products it has to offer. At the same time, the carousel format ensures that the users can browse through different products quickly. This shows the brand’s commitment to offer a seamless and hassle-free experience to their customers. We also loved the use of creative copywriting and the use of Emoji in the ad copy. 

E-commerce advertising plays an essential role in capturing the attention of your customers. A well-crafted ad helps you get sales, leaves an impression on your customers, and increases brand recall. We hope you found this article helpful as you plan your next ad campaign. 

And in case you are looking for a partner to handle your E-commerce advertising, ANS Commerce is ready to step in. A Flipkart group company, ANS Commerce, is India’s #1 Full Stack E-commerce Enabler trusted by 200+ Brands! 

From creating your online store, running profitable performance marketing campaigns, and managing marketplaces to order fulfillment & warehousing – we do it all to supercharge your brand’s growth!

How To Create High-Converting Landing Pages? (Best Practices With Examples)

best landing page example from BlueStone

Anyone can build an E-commerce website today, thanks to the easy availability of low-code/no-code website building platforms. Some E-commerce website owners even manage to attract visitors to their websites via organic and inorganic methods. However, most of them fail to turn these visitors into paying customers. And that’s where the need for a unique, engaging, and appealing E-commerce landing page arises.

E-commerce businesses that end up creating such landing pages experience high traffic and a significant surge in sales. But how to create such high-converting E-commerce landing pages? Are there any successful E-commerce landing pages out there that you can emulate? Let’s find out in this post.

What is an E-commerce Landing Page?

An E-commerce landing page is a web page that is specifically designed to drive sales for an E-commerce business. It’s the page that a visitor lands on after clicking on an ad or any promotional link. The main goal of an E-commerce landing page is to persuade visitors to take action, such as making a purchase. A well-designed E-commerce landing page can guide the visitor through the sales funnel and encourage them to complete a transaction.

Why Do You Need Landing Pages For Your E-commerce Site?

Whether you’re an E-commerce business owner or a seasoned marketer, understanding the importance of landing pages is critical for your online success. Here are the top reasons why your E-commerce website needs landing pages – 

1. Drive Higher ROI For Paid Traffic

In the world of online advertisements, every click costs money. It is vital to get the most out of your advertising budget. And the best way to do this is by creating E-commerce landing pages that are relevant to your marketing campaigns. Visitors who click on a paid ad on Google or Facebook land on your website with a basic expectation – to see a landing page that is closely related to their search. And when you meet this expectation, there’s a high chance that they will make the purchase, driving higher ROI for your paid traffic. 

For example, if a user has clicked on an ad about running shoes, they do not want to be taken to a landing page constituting all types of shoes. This will delay their purchase and they will most likely bounce. But if they are instead taken to a landing page having different kinds of running shoes and a clear CTA, there is a good possibility that they will buy one. 

2. Great For Testing

E-commerce landing pages are great for testing because they allow you to experiment with different elements to see what works best for your target audience. For example, you can A/B test different headlines, images, and calls-to-action, to see which combinations lead to higher conversion rates. They are also quite helpful in optimizing your other marketing efforts. 

For example, if a particular landing page has a very high bounce rate, it could indicate that your communication is not working and you need to relook at the design and message of your landing page.  Or if a landing page with image A has a higher bounce rate than the same landing page with image B, it could indicate that image B is a better marketing asset you can use in other marketing channels like social media. 

3. Can Target Specific Customer Segments

E-commerce landing pages can be easily designed to target specific customer segments. All you need to do is to tailor the messaging and design to appeal to that particular group of buyers. Right from the headlines and images to the value proposition and CTA triggers, everything can be made to fit the buyer persona. This increases the relevance of your marketing messages and improves the likelihood that customers will relate with your brand.

For example, you could create a landing page that targets customers who are interested in sustainable or eco-friendly products. This page could feature messaging and images that highlight the environmental benefits of your products, as well as certifications or awards that demonstrate your commitment to sustainability. This approach would likely resonate with customers who prioritize eco-friendliness when making purchasing decisions.

4. Quick And Easy To Put Together

Creating E-commerce landing pages is no longer the daunting exercise it used to be a decade ago. With drag-and-drop landing page builders and pre-built templates available today, you can create a professional-looking landing page in minutes. 

This also means two things, One, you can start testing and optimizing your E-commerce landing pages without investing tons of money(or time). Two, you can create as many E-commerce landing pages as you want to increase the number of leads you target. 

Defining the Intent of Your E-commerce Landing Page

Your E-commerce landing pages can be classified into three broad categories based on the intent of creation viz. Top Of The Funnel, Middle Of The Funnel, and Bottom Of The Funnel. 

Top Of The Funnel (ToFu)

Top-of-the-funnel E-commerce landing pages introduce your website to new visitors. These people don’t know about your brand yet but there are high chances that they will be interested in your products. ToFu E-commerce landing pages can include your brand story, why you exist, and the products you offer. It should also have a CTA that focuses on lead generation. For example, you can create a landing page that focuses on the benefits of signing up for your newsletter. The CTA could be something as straightforward as “Sign Up To Newsletter”. 

Middle Of The Funnel (MoFu)

E-commerce landing pages at this stage are targeted at those customers who have shown interest in your brand but have not yet converted. These pages should have content that can convert those on the fence. It could include catchy headlines, customer testimonials, specific product benefits, etc. It should also include a CTA that drives instant purchases such as “Buy Now” to make the path to purchase frictionless. 

Bottom Of the Funnel (BoFu)

These landing pages cater to those customers who are strongly thinking of purchasing from your website. They have added products to the cart but haven’t checked out yet. Besides getting these visitors to complete the purchase, BoFu E-commerce landing pages are ideal for upselling and cross-selling. This is because customers are already strongly convinced about your brand and products and might be willing to purchase more from you. These types of landing pages typically include content about bundle offers, related products, etc. 

The 10 Best E-commerce Landing Page Examples

Whether you’re looking for inspiration or simply interested in seeing some of the best landing page designs, here are some classic examples of high-converting E-commerce landing pages and what we like the most in them –

1. Cult Sport

Best landing page example from Cult sport

Cult Sport, the sports apparel brand known for its high-quality products and unique designs has created a stylish and functional landing page for its fitness equipment and wellness products. 

What We Liked About This Landing Page: 

  • It has minimal exit points. There is no linking to other pages to prevent visitors from leaving.
  • It has used original and high-quality images throughout the landing page.
  • It has offered discount straightaway to incentivize visitors to take action.

2. John Jacobs

Best landing page example from John Jacobs

John Jacobs, the trendy eyewear brand has created a highly successful landing page by focusing on the customer experience.  By using a seamless user interface and stunning visuals, it has been able to capture the attention of customers and drive conversions.

What We Liked About This Landing Page: 

  • It has compelling copies that are highly persuasive.
  • The form fields are limited to essential information.
  • It has taken the help of influencers to promote the products, thereby adding to the credibility of the brand. 

3. Pant Project

Alt Text: best landing page example from Pant Project

Pant Project, the Gen Z fashion brand has created a practical landing page for their pant collections that has all the ingredients of a high-converting landing page such as clear fonts, rich imagery, concise product information, etc. 

What We Liked About This Landing Page: 

  • It has focused on benefits instead of just talking about the features.
  • It has used testimonials as social proof to establish trust and credibility with visitors.
  • It has provided detailed product information so that visitors can make an informed purchase decision.

4. Skin Pantry

Best landing page example from Skin Pantry

Skin Pantry has created a captivating landing page to showcase its skincare products collection. With a clean and modern design, compelling visuals, and persuasive copy, Skin Pantry’s landing page is a great example of effective E-commerce marketing.

What We Liked About This Landing Page:

  • It has a clear CTA that is prominently displayed and easy to find.
  • It has used videos to make the experience more engaging to the user. 
  • It has tied the discount offer to a specific event to create a sense of urgency and increase the likelihood of conversions. 

5. Pink N Blu

Best landing page example from Pink N Blu

Pink N Blu, the popular toy brand consistently creates magical experiences for children with their innovative toys. Their landing page is a testament to this as it has been carefully designed to capture the attention of parents and children alike, with vibrant colours and engaging imagery. 

What We Liked About This Landing Page:

  • There are limited distractions including no pop-ups.
  • It has segregated the entire page into different sections to make it scannable.
  • It has used customer reviews to build trust and credibility with visitors who may be sceptical about the brand and products.

6. Blue Stone

BlueStone, the renowned jewellery brand has designed an easily navigable landing page and showcases its unique and attractive designs in a clutter-free interface. It has focused on making the user journey interruption-free.

What We Liked About This Landing Page:

  • It has effectively highlighted the Unique Selling Proposition of the brand right at the first fold. 
  • It has featured news articles on the landing page to establish credibility with visitors who may not be familiar with the brand.
  • It has included content from its social media channels to demonstrate that the brand is active on social media. This again adds to the trust factor.

7. Petsy

Best landing page example from Petsy

Petsy, the thriving online pet store has crafted a landing page that is a fine example of how to create an engaging shopping experience for pet owners. The brand’s landing page stands out because of its attention to detail and well-curated collections that are relevant to the visitors.

What We Liked About This Landing Page:

  • By including the end date on the sale banner, the brand has created a sense of urgency to encourage visitors to take action.
  • It has used plenty of white space to create a clean and modern look.
  • It has used contrasting colours to make the CTA stand out.

8. Bookswagon

Best landing page example from Bookswagon

Bookswagon, the online bookstore, has created an appealing and action-oriented landing page for its website. Their landing page is the best example of how to create an aesthetically pleasing landing page without comprising the functionalities.

What We Liked About This Landing Page:

  • It has a clear hierarchy of information that is easy to scan and navigate.
  • It has included relevant images of the books to capture the attention of visitors
  • It has a search function on every landing page to ensure that the user can access any content on the website instantly.

9. Oppo

Best landing page example from Oppo

Oppo, the phone brand has created a dedicated landing page for their different phone models. All their landing pages match their products in terms of stylishness and have all the key information needed for the visitor to make the purchase decision. 

What We Liked About This Landing Page:

  • It has used catchy and memorable phrases to make the message stick in the minds of visitors. 
  • It has employed upselling and cross strategies throughout the landing pages to increase the average order value.
  • It has displayed brand events happening around the world to create a sense of legitimacy and authority.

10 Li-Ning

Best landing page example from Li Ning’s India website

Li Ning’s India website has gained great popularity not only for its high-quality products but for its landing page that effectively showcases its vast collection of sports products. It has achieved this with the help of a combination of clear and concise messaging and eye-catchy visuals.

What We Liked About This Landing Page:

  • It has a simplified menu to make it as easy as possible for visitors to find what they’re looking for.
  • It has provided valuable information about the products in an easy-to-understand language.
  • It has smartly encouraged visitors to join its social media channels by incentivizing the action-taker with exclusive discounts, 

Best Practices For Your E-commerce Landing Pages

If you want to create E-commerce landing pages that actually convert, there are a few best practices that you need to follow. Let’s take a closer look at them –

1. Limit the Clutter

Here’s a simple mantra followed by most of the brands owning high-converting E-commerce landing pages – keep it clear, easy to follow, and straightforward.  Your E-commerce landing pages must contain very limited text, catchy but concise headlines, a visible CTA button, and bullet points for product details. It must avoid confusing or overwhelming customers due to too much information. It’s best if you could stay away from fluff and make sure that the content is skimmable and the user can find what they were looking for instantly.

2. Include Clear CTA

As soon as they reach your landing page, the user must know what you are offering and how to avail of it. And the best way to do this is by having a clear and visible CTA. The key is to have only one CTA throughout the landing page. More than one will confuse the user. Also, having one clear CTA will ensure that the user completes the desired action without any distractions. And always include multiple buttons for your CTA that are placed at different sections of the page.

3. Use High-Quality Images And Videos

Images and videos are probably the first thing someone will see when they reach your landing page. So it is very important that they are of the highest quality and serve the desired objective of your landing page. Avoid images and videos that are pixelated or have poor lighting. More importantly, stay away from those that do not fit with the content. Also, ensure that the images are optimized for mobile devices as most people use their smartphones to research and purchase products today. 

4. Utilize Social Proof

Social proof is a powerful tool to build trust and credibility with visitors. One way to utilize social proof on your landing page is by sharing positive reviews from satisfied customers. And don’t forget to add images from the reviews as they provide authentic visual evidence of others’ experiences, building trust and credibility. 

Social proof can also be a powerful motivator for others to take action. You could display social media followers or likes, especially if your business has a large social media following. Some tools like Foursixty and Yotpo allow you to seamlessly integrate reviews from your social media channels directly onto your product pages. This will enable you to showcase real-time feedback and experiences from customers

5. Make It Benefit-Oriented

When visitors arrive on your landing page, they are looking for a solution to their problem or a way to improve their life. By presenting your products in a way that focuses on the benefits, you can show them how it can solve their problem or meet their needs, which can increase the likelihood that they will take the desired action.

Focusing on benefits can also help differentiate your product from your competitors. Instead of just listing the features of your product, which may be similar to what your competitors offer, focusing on benefits can show visitors why your products are better and why they should choose it over the competition.

6. Make Your Website Easy To Navigate

A website that is complex to move around can be frustrating to visitors and result in bounces. So always have a clear and consistent navigation menu that is accessible from every landing page you create. A search function has also become mandatory these days on your landing page as it allows visitors to quickly find what they’re looking for, directly from the landing page. 

Lastly, organize your landing page with the help of headings and subheadings to make it more scannable. 

7. SEO Optimization

SEO optimization is important for your E-commerce landing pages because it helps in attracting high-quality organic traffic to your website and converting them into customers. When your landing page is optimized for search engines, it has a higher chance of appearing at the top of search engine results pages (SERPs) when shoppers search for relevant keywords. This increases the visibility of your E-commerce landing pages, and as a result, more potential customers are likely to click through and engage with your content. 

Conduct thorough keyword research and incorporate relevant, targeted keywords into your landing page content, metadata, and the alt text of the images. Also, ensure that your E-commerce landing pages are responsive and optimized for mobile devices. 

8. Track Key Metrics

Key metrics can provide valuable insights into the performance of your E-commerce landing pages and help you understand how well they are attracting and converting visitors. Here are the two most important metrics you should consider tracking:

  • Conversion Rate (CR):  It measures the percentage of visitors who take the desired action on your landing page, such as making a purchase, filling out a form, or subscribing to a newsletter. 
  • Bounce rate: It measures the percentage of visitors who leave your landing page without taking any action or navigating to other pages on your website. A high bounce rate can indicate that your landing page is not meeting visitor’s expectations.

Other key metrics to track include average time on page, click-through rate, and traffic sources.

Wrapping Up

Creating high-converting E-commerce landing pages is essential for the success of any E-commerce business. By following the best practices shared in this post and taking inspiration from the examples, you can create top-notch E-commerce landing pages and reap their benefits. 

If you are looking to take your E-commerce store to the next level, you can rely on ANS Commerce, India’s leading E-commerce growth partner. We offer end-to-end E-commerce solutions, from setting up your online store to creating high-converting E-commerce landing pages. This way, you can focus on what you do best – creating exceptional products and delivering top-notch customer service – while we take care of the rest. 

To know more about ANS Commerce, book a free consulting session with our experts today. 

10 Types Of Facebook Ads D2C Businesses Can Use To Grow Sales (With Examples)

Facebook – the social media giant became a household name around the world in the mid-2000s. Back then, it was used primarily by people to connect with friends and family, share updates, and stay informed about each other’s lives. But with billions of active users, it soon became a hotspot for businesses, particularly in the D2C domain. D2C businesses of all sizes started to establish their presence on Facebook and attract this ocean of users to their websites.

One marketing strategy in the Facebook ecosystem that has proven to be quite a hit amongst D2C businesses is ‘Advertising’. With a plethora of ad formats available, savvy D2C marketers have started using Facebook advertising extensively to grow their sales and boost brand awareness. 

So what are the most sought-after types of Facebook ads that successful marketers use to drive clicks and generate revenue? And how do E-commerce advertisers ensure that their ad reaches the right audience? Find out the answers in this post. 

Why Advertise On Facebook?

There are several compelling reasons why you must consider advertising on Facebook. Here are the top ones – 

  • In the first quarter of 2023, there were 2.98 billion active users on Facebook. That’s 2.98 billion people you can hope to reach via Facebook advertising – a monumental number of target audiences to tap into even for an established D2C business.
  • Facebook’s advanced targeting capabilities enable a marketer to reach highly specific audiences. You can pick a group of individuals to target based on factors such as age, gender, location, interests, and behaviours. The benefit of this is that you can create highly targeted campaigns that are more likely to resonate with your target audience.
  • Compared to traditional forms of advertising like print or TV ads, Facebook advertising is a lot more affordable and cost-effective. You can set your own budget and choose from a variety of bidding options. It ensures that you get a very high ROI for your ad spend.
  • Facebook also offers detailed insights into the performance of your ad campaigns. You can monitor metrics such as impressions, clicks, and conversions 24X7. This will help in optimizing your campaigns and achieve better results over time.

Six Facebook Advertising Formats You Should Know

There are different types of Facebook ads that you can adopt to reach your target audience. Here are six of the most common formats along with some of the best practices you can adopt to succeed:

Single Image Ad Format

A single image format allows you to promote your products using a single image. These ads are quite popular among businesses because they are easy to create and can be very effective in grabbing the customer’s attention. Here is an example of a single-image Facebook ad  –

Facebook Single image ad example

Best Practices

  • Since your entire ad revolves around a single image, make sure the creative you choose is visually appealing and relevant to your ad goal.
  • Use concise and compelling copy that gets straight to the point. Convey most of your message through the image.
  • Do not ignore the aspect ratios of the image. More importantly, make sure your image doesn’t get stretched or cut off at important places. The recommended aspect ratio is between 9:16 to 16:9. Both PNG and JPEG are supported.

Single Video Ad Format

This type of Facebook ad uses a single video to promote your brand or products. A video ad can convey a lot more information than an image in a short span. However, they are quite time-consuming to create. They are ideal for demonstrating how a product works or even showcasing its different features and benefits. 

Facebook Single video ad example

Best Practices

  • Keep your video length less than 15 seconds. 
  • Make sure you captivate the users within the first few seconds of the video.
  • Pick a visually appealing thumbnail image that accurately represents the content of your video.

Carousel Ad Format

This ad format lets you showcase multiple images or videos within a single ad post. This type of ad is ideal for promoting multiple products, features, or benefits in a single ad, or to tell a story across multiple images. Here is an example of a Facebook carousel ad

Facebook Carousel Ad example

Best Practices

  • Make sure each card in your carousel ad flows logically and builds on the previous one.
  • Start with a hook and accompany the text with attractive images 
  • Create multiple CTAs, multiple catchy headlines, and descriptions for all the cards. This will increase the chances of garnering a click.

Slideshow Ad Format

This ad format is similar to the video ads. The only difference is that slideshow ads comprise 3-10 images that play like a video. It is ideal for those looking to showcase their product with motion and sound but don’t have access to video content. Here is a slideshow video ad format – 

Slideshow Ad Example For Facebook Ads


Best Practices

  • Incorporate motion between your images to make them as appealing as a video. This can include panning, zooming, or fading in and out.
  • Insert music to make it more engaging to your target audience. 
  • Add text overlays to your images to communicate your message.

Collection Ad Format

It’s a mobile-only ad format that contains a cover image or video, followed by several product images displayed in a grid format. This is a great way to showcase a collection of related products as it offers an immersive transition from ad to product page. However, this ad format is only available on mobile devices. 

Facebook Collection ad format example


Best Practices

  • Fill your catalogue with a variety of products. Allow Facebook to choose the products from the list. 
  • Pick a set of products that fit a specific theme or category. For example, it could be a seasonal collection or a product line with a shared design aesthetic.
  • Experiment with different covers and product images to see which ones perform best. Use that as the main image or video. 

Stories Ad Format

These are full-screen, vertical ads that appear in between user-generated stories on Facebook. They are ideal for brands looking to increase brand awareness, generate leads, and boost engagement. These ads offer a more immersive, interactive experience compared to other ad formats. They also offer a lot more freedom of expression as you can experiment with different video effects in this.

Facebook Story ad example

Best Practices

  • Optimize your images and videos to be used on a full screen.
  • Keep the pace of your stories quick, so that users are not bored.
  • Many users watch stories with the sound turned off, so make sure your ad works both with and without sound.

10 Types Of Facebook Ads To Win Customers

You can create different types of ads on Facebook serving different purposes. The right one can make all the difference in the success of your advertising campaign. Let us explore the 10 types of Facebook ads that can help you win customers and grow your business.

Lead Ads

Lead ads are usually created to gather contact information for future marketing efforts. These types of Facebook ads are best suited for businesses looking to generate leads and revenue. These ads typically lead users to a form, which allows businesses to collect valuable information like name, email address, phone number, etc. Interestingly, this form is usually pre-populated by Facebook, making it extremely easy for users to submit their information. 

Use facebook ads to generate leads

Dynamic Ads

Dynamic ads are quite similar to remarketing ads. These types of Facebook ads allow marketers to promote products based on the browsing history of the user. Once your product catalogue is linked to Facebook and the pixel is installed on your E-commerce site, these ads start getting displayed to your website visitors when they log into Facebook. They will see the ad for the same products they were browsing on your website, making the ad extremely personalized and relevant. 

Dynamic ad example

Messenger Ads

These types of Facebook ads allow you to reach users directly on their Facebook Messenger inbox. Upon clicking the ad on their inbox, a Facebook conversation with your page will be initiated. You can also create automated chat experiences that answer common sales questions about your products without users leaving the Messenger app.

Facebook messenger ad example

Facebook Instant Experience Ads

Instant Experience ads are highly interactive ads that are restricted only to mobile devices. Previously known as Canvas ads, these ads offer an immersive experience where people can watch captivating videos, view photos, swipe through carousels, explore lifestyle images with tagged products, all within a single ad.

Facebook instant ad example

Boosted Post Ads

A boosted post looks exactly like a regular Facebook post but with a Sponsored note on the top. Whenever you are creating a post for your page, you will be given the option to boost the post. Enabling this will amplify your post’s reach among your targeted audience and increase the likelihood of engagement and improve brand awareness. 

Boosted post ad example

Page Like Ads

If you want to garner more likes for your Facebook page, this is your best ad choice. These ads have a CTA that allows users to like your page. To promote, all you have to do is click on the Promote button on your Facebook page. These ads appear in the Facebook News Feed and can be targeted to specific audiences. Page Like ads are a great method to increase your followers when you are just starting your brand. 

Page like ad example

Website Traffic Generation Ads

The primary goal of these Facebook ads is to promote your own website by sending Facebook users to your landing pages. You can target specific users using lookalike audiences so that only relevant audiences reach your landing page. These ads can also be optimized for key campaign objectives, such as website traffic or landing page views.

Website traffic generation ad example

Abandoned Cart Retargeting Ads

Cart abandonment is a plaguing issue for E-commerce businesses. The best way to counter this is through retargeting ads. You can run personalized Facebook retargeting ads aimed at people who visited your site and added products to the cart but never completed the checkout process. These ads usually offer an incentive such as discounts or free shipping. 

Recommended read: 17 Best Abandoned Cart Email Examples With Key Takeaways (+Free Templates)

Abandoned cart retargeting ad example

Customer Thank You Ads

A thank you ad is usually created by businesses that believe in direct selling marketing tactics over traditional methods such as showcasing their products and highlighting their benefits. Such types of Facebook ads generate a better impact as users can emotionally connect to such messages. 

Customer thank you ads

New Product Ads For Existing Customers

As the name suggests, these ads are sent to your existing customers on Facebook when you launch a new product. Their goal is to generate additional sales and encourage repeat purchases. Since the customers are already aware of your brand, you can put all your focus on the product and its benefits instead of talking about your brand.

new product ad example

Expert Tips For Great Facebook Ads

Creating great Facebook ads requires a combination of creativity, strategy, and knowledge of the platform’s features. Here are some expert tips to help you in creating these ads  –

Acquire New Customers With Custom and Lookalike Audiences

Custom Audiences and Lookalike Audiences are Facebook features that allow you to create ads relevant to a specific group of people. Custom audiences can be created with the help of users’ past interactions with your brand or by using email lists or phone numbers. Lookalike Audiences allow you to target users who are similar to your existing customer base. To create Custom Audiences, you can upload your customer data to Facebook and create a target audience based on that data. Both these features help you create personalized ad campaigns catering to your buyer persona. This can increase the effectiveness of your advertising and drive more sales.

Target Potential Shoppers Who Are Dissatisfied With Your Competitors

Keep tracking users who have engaged with your competitors’ pages or posts. Some of them will be dissatisfied with their product quality or customer. Focus on them and create different types of Facebook ads that highlight your USP. Encourage them to switch to your brand. To target these users, all you have to do is create custom audiences based on people who have engaged with your competitors’ pages, groups, or posts. The chances of converting these users are higher than attracting new users because these users are already in the market searching for similar products. 

Use A Conversion Pixel To Track And Retarget Cart Abandonment Activity

By using a conversion pixel you can track and retarget users who visited your website including those who have abandoned their carts. When you target them you can recover lost sales. A conversion pixel is a small piece of code that is placed on your website. It tracks user activity, including when a user adds a product to their cart but does not complete their purchase. With this data, you can use an ad to remind users about the product they were interested in and encourage them to complete the purchase.  These users are more likely to convert as they have already shown interest in your products. 

Consider Your Facebook Ad Placements

While creating and publishing different types of Facebook ads, carefully consider the different placements available on Facebook. Each ad placement has its own share of advantages and disadvantages, and you must evaluate them carefully by considering your target audience and advertising goals. For instance, in-feed ads are highly effective for increasing brand awareness and engagement while stories ads are a great choice for reaching younger audiences. 

A/B Split Test Each New Facebook Ad Campaign

It doesn’t matter what types of Facebook ads you create, it is important to A/B test them. Create text and image variations and test them with a pilot campaign to see which combination generates maximum impact. You can also experiment with the targeting options and placements. 

Use Graph Search and Audience Insights

Facebook’s Graph Search allows you to search for specific keywords and phrases related to your industry. It’s a great way to see what content and products are most widely shared by your target audience and your competitors. On the other hand, the Audience Insights feature unlocks a treasure trove of demographic, behavioural and interest data on Facebook users. Both these tools feed you with great insights into your target audience and highlight different opportunities for growth using advertisements. 

The Final Word

Facebook ads can be a great choice for D2C businesses looking to bolster their sales and grow their online brand. By selecting the right ad format and targeting the right audience, you can see promising results in your advertising campaigns. 

However, creating Facebook ads and managing them can be time-consuming, which is where a reliable E-commerce growth partner like ANS Commerce can help. We provide expert guidance and end-to-end support in creating and executing successful Facebook ad campaigns, ensuring that you can focus on what you do best while still achieving all your growth goals. 

Ready to take your D2C business to the next level? Consider partnering with ANS Commerce today. Book a demo now!

17 Best E-commerce Marketing Strategies Brands Can Try In 2023 (With Examples)

In the ever-evolving world of E-commerce, it’s essential for organizations to have well-planned marketing strategies in order to succeed. An effective E-commerce marketing plan can help build a larger customer base for your business, thereby driving sales and revenue. 

Now, we understand not every business owner has the luxury of time to craft marketing strategies for their business. Don’t worry! We’ve done the homework for you. 

From our experience in E-commerce marketing, we have compiled a list of 17 best E-commerce marketing strategies that you can implement straightaway in any E-commerce business. Read on to learn more about these strategies.

What Is E-commerce Marketing?

E-commerce Marketing is the use of different tactics and strategies by businesses to promote and sell their products online. There are different goals of E-commerce marketing such as increasing brand awareness, generating leads, driving sales, and retaining customers. To achieve these goals and master E-commerce marketing, one needs a good understanding of online consumer behaviour, as well as a solid grasp of the latest marketing trends and strategies. 

Top of the Funnel (ToFu) E-commerce Marketing Strategies

ToFu Marketing Strategies aim to introduce your brand and products to a broader audience, ultimately driving more traffic to your website and improving conversion rates. Here are some of the top marketing strategies you can use under this stage:

1. Optimize Your Website For SEO

Optimizing your website for Search Engine Optimization(SEO) helps your website to appear higher in search engine results pages (SERP). This significantly increases the likelihood of people finding your brand and engaging with it. 

SEO is a useful strategy as it helps you attract new visitors, particularly those who are starting to explore their options but are not ready to purchase yet. You are effectively introducing your brand to them at this point with the goal of building a long-term relationship.

Here are some basic tips to optimize your website for searches:

  • Use marketing tools like Google Keyword Planner, Ahrefs, and SEMrush to identify the keywords that are highly relevant to your business.
  • Ensure that your landing page copies, blog posts, and product descriptions contain the keywords you wish to rank for.
  • Use tools like Google PageSpeed Insights to identify issues and optimize your website for faster load times.
  • Build high-quality backlinks from reputable websites.
  • Make sure your website is optimized for mobile devices. 

Brands like BigBasket have mastered the art of SEO. They rank at the top of the SERP for most queries related to grocery and everyday essentials. 

Optimize your website for SEO

2. Focus On Collecting Leads

This strategy involves collecting contact information from visitors who have shown interest in your products but are not ready to make a purchase yet. When you build a list of leads, you can nurture them later with targeted marketing campaigns. This will push them closer to making a purchase.

Offering a discount on a user’s first purchase is a great way to incentivize visitors to give their details. You can use pop-ups, exit-intent overlays, or banners to display the offer while they are browsing your website. By requiring users to provide their basic details to receive the discount, you can collect valuable contact information and build your lead list.

Loom, the online fashion store, uses this strategy effectively to collect information about its visitors. It generates a popup asking for a customer’s email address in return for latest updates on new launches and exclusive offers.   

Collect leads from your E-commerce website


You can also add a discount wheel to your website like how Bunaai, the fashion retailer does. The visitors have to spin a wheel to win a discount on their purchase in return for providing basic information about them. Besides receiving instant discounts, it creates a sense of excitement and fun for the users, which will encourage users to input their information.

Offer discounts on website to collect leads


3. Convert Empty Shopping Carts

The buyer’s journey is not always linear, and many times customers might click the empty shopping cart and reach the blank basket page. In such cases, displaying products related to the user’s intended purchase or popular among other shoppers on the empty cart page is a smart move. This way, you provide the visitors with additional purchase options on a page they least expected to find products. This pleasant experience increases the chances of conversion. 

For instance, Firstcry, the Online Store for kids and toddlers displays a range of trending items on their empty cart page. They are utilizing the real estate to the fullest potential and not leaving the page with an empty cart message like most businesses do. 

Display trending items on the cart landing page


4. Offer Holiday Gifting Guides

The holiday season is a peak time for businesses to drive sales and bring in new customers. The easiest way to do this is by creating a gifting guide.  A gifting guide is a curated compilation of products that are perfect for gifting during a particular holiday season. 

By creating this guide, you are essentially catering to those people who struggle to find the perfect gift for their loved ones from a vast catalog of products. You can also categorize the products based on different budgets so that customers can find their products even more quickly.

IGP, the online gifting store creates collections under different categories for each individual festival season. 

Offer holiday gifting guides

5. Build Subscription Plans

Offering subscription plans for all the relevant products on your website is a great way to generate recurring revenue. In a subscription plan, you enable your customers to opt-in to receive regular shipments of their favourite products at a discounted rate. 

Besides the price factor, you are also providing a convenient and hassle-free shopping experience for them. They can avoid the trouble of repeatedly purchasing the same products and at the same time ensure that they always have a supply on hand.

You, on the other hand, enjoy the fruits of recurring revenue, which is a stable and predictable source of income. This enables you to manage your cash flow in a better way and plan for future growth.

Amazon offers subscription plans for most of its grocery products at discounted rates. This increases the customer lifetime value of their customers by encouraging them to continue purchasing their products over an extended period.

Offer subscription plans


6. Leverage Influencer Marketing

One effective way to increase brand awareness and drive traffic to your website is by collaborating with social media influencers. By teaming up with these individuals, you can leverage their established relationships with their followers on different social media platforms like Instagram, Facebook, Twitter, YouTube, etc. This not only introduces your brand to new markets and audiences but also helps establish credibility by associating your brand with trusted and influential figures who share your values. 

For example, Homecenter, a popular home retail brand, partnered with celebrity chef Ranveer Brar to promote its kitchenware. In addition to this collaboration, Homecenter also features several of Ranveer’s kitchen tips videos on their website to further engage customers.

Leverage influencer marketing to boost sales


7. Utilize PPC Advertising

Pay-per-click (PPC) advertising involves placing ads on search engines and other websites and paying each time a user clicks on the ad and visits your site. Using these ads, you can target specific keywords and audiences and only pay for clicks from users who are interested in your products. This results in increased conversions and sales for your E-commerce store, as well as a higher ROI compared to other advertising methods. 

Interflora, the online florist, extensively uses PPC advertising in the form of Google ads to attract users to their store.

Utilize PPC ads

Middle of the Funnel (MoFu) E-commerce Marketing Strategies

MoFu marketing strategies nurture the leads and guide them further down the sales funnel by providing valuable information, building trust, and offering personalized experiences. Here are the top MoFu strategies you can employ – 

8. Offer Discounts On Wish List Items

The idea behind this marketing strategy is to create a sense of urgency and incentivize customers to make a purchase. The chances of conversion are high as you are offering a lower price for a product they have already expressed interest in. Customers who receive targeted discounts are more likely to feel valued and they will continue to engage with your brand, enhancing their loyalty. 

In the below example, you can see Flipkart offering a discount on a particular type of product that the user has shown interest in by adding it to the cart. 

Offer a discount on wish list items


9. Be In Contact With Your Customers

Staying connected with your customers is important for keeping your brand fresh in their minds and enhancing brand awareness. You can use various communication channels like email marketing, social media marketing, WhatsApp messaging, and live chat to address customer queries. You can also create email campaigns targeting specific customer groups. 

For instance, consider Nurserylive, an online plant seller. They regularly share stories with their customers about different plants and their benefits for homes. Even if the customers are not interested in buying the plants for now, this brand will be the first thing on their minds when they consider purchasing a plant in the future. 

Communicate with your customers

10. Recommend Products Based On Past Purchases Or Abandoned Cart Items

When you understand your customer behaviour and recommend suitable products, the likelihood of a purchase drastically increases. This is the core idea behind this E-commerce marketing strategy. By offering smart recommendations based on past purchases or abandoned cart items, you are creating a more relevant online shopping experience.

It’s important to ensure that the product recommendations are displayed in a way that is both helpful and unobtrusive. Also ensure that the recommendations are relevant, timely, and not overwhelming to the customer.

Most marketplaces like Amazon and Flipkart have a dedicated section of recommended products based on past purchases, abandoned cart items, and browsing history on their home pages. 

Recommend products based on past purchase


11. Recover Lost Sales With Abandoned Cart Emails And WhatsApp Notifications

Creating an abandoned cart email flow or WhatsApp notifications helps in recovering lost sales. When your customers add products to their cart but don’t complete the purchase, you can automatically send a series of follow-up messages to encourage them to return and complete the purchase.

A typical abandoned cart messaging flow consists of a series of three or more messages, each designed to provide value and encourage customers to complete the purchase. The first email usually reminds customers of the items left in their cart and includes a call-to-action to the shopping cart. Subsequent emails may offer additional incentives, such as discounts or free shipping, to encourage customers to complete the purchase.

Looking for inspiration to revamp your abandoned cart campaign, check out 17 best abandoned cart email examples along with free templates to get started. 

Pepperfry, the online furniture store sends a series of abandoned cart emails, each convincing the customer in a unique way to complete the purchase. For instance, the below email from this brand induces FOMO in the minds of people to get the product before it goes out of stock. 

Create abandoned cart email flow to recover sales

Bottom of the Funnel (BoFu) E-commerce Marketing Strategies

BOFU marketing focuses on providing potential customers with the information and incentives they need to make a purchase. Here are the top strategies under this category – 

12. Use Customer Testimonials As Social Proof

When you share positive reviews and feedback from satisfied customers, you end up demonstrating the high quality of your products, thereby encouraging potential customers to make a purchase. Sharing testimonials with potential customers also helps in addressing common objections or concerns that potential customers may have.

You can feature customer reviews on your product pages. You can also share customer quotes and feedback on social media. But to succeed in this strategy, you must constantly encourage your existing customers to leave reviews and feedback. You can also incentivize this process by offering discounts or gift coupons. 

Wakefit, the online sleep company, shares customer testimonials in the form of videos on every product’s detail page so that customers can go through the experience of other happy customers and make an informed decision. 

 Use customer testimonials as social proof

13. Convince Warm Prospects

In this, you convert potential customers who have already expressed some level of interest in your products. A warm prospect is someone who has interacted with your store in some way, such as signing up for a newsletter, adding items to their cart, or visiting a product page multiple times. 

One way to convince them is by sending personalized follow-up emails and encouraging them to complete their purchase. But the faster way to convince them is by offering an instant discount while they are browsing through your website.

Ferns n Petals offers discounts during user sessions with the help of pop-ups. This is a great way to convince visitors who are contemplating whether to make a purchase or not. 

Offer discounts

14. Reduce Frustration Of Sold Out Products In The Cart

When products go out of stock, it can be frustrating for customers who have already added them to their cart. One way to reduce this frustration is by providing alternative options. For example, if a customer has added a dress to their cart that is now sold out, you can suggest similar dresses or products that may fit their style or preferences. You can also notify them when the original product is back in stock.

By providing alternative options and being transparent about stock availability, you are showing customers that you value their time and their experience. This can help avoid negative reviews or feedback from these frustrated customers.

Myntra addresses this issue by showcasing products that are quite similar to the out-of-stock product on the cart page. This ensures that the user’s purchase journey doesn’t end abruptly, resulting in a more positive experience for them.

Inform about sold out products

15. Combine The Psychology Of FOMO And Free Shipping

FOMO (Fear Of Missing Out) is a psychological phenomenon that has been extensively used in the world of business. It revolves around people getting anxious or stressed about missing out on an opportunity, such as a limited-time offer on a popular product. The easiest way to implement this strategy in your online store is by clubbing it with cashback or free shipping.

For instance, you can make free shipping available for a limited period, such as a 24-hour flash sale. You can also induce FOMO by displaying the cart value left for unlocking free delivery. Netmeds, the online pharmacy displays this value in a prominent real estate on the cart page. This automatically encourages users to add products at that value to enjoy free shipping. This is a great way to improve the average order value for your business.

Invoke fear of missing out

Nyka, the beauty retailer, runs time-based discounts regularly on their website. It induces FOMO in the minds of visitors and encourages them to check out the sale products and make a purchase.

How Nykaa uses FOMO on their website

16. Ask For Referrals

Referrals are recommendations made by satisfied customers to their friends and family members. To encourage referrals for your E-commerce business, you can offer incentives to your customers such as discounts or rewards for each successful referral. You can also make it easy for your customers to refer by providing them with a referral link that they can send to their contacts. 

By leveraging the power of referrals, you can tap into the vast networks of your existing customers, and acquire new customers at a lower cost than through traditional advertising methods. Referrals also act as valuable social proof, as new customers are more likely to trust recommendations from their friends and family members than from other sources. 

Ugaoo, the online nursery store offers the benefit of each successful referral to both the referrer and the referee. This is a great way to promote referrals as the additional benefit will make the existing customer keener on sharing their positive experience with their loved ones. 

Ask for referrals

17. Set Up A Customer Loyalty Program

A customer loyalty program can help retain your existing customers and encourage repeat purchases. As the name suggests, it is a membership program that rewards customers for their long-term association with the brand.

It usually works by assigning points to customers for their purchases or other activities, such as referrals or social media shares. These points can then be redeemed for rewards, such as cashbacks, discounts, free products, or exclusive access to promotions. 

By offering these benefits, you create a sense of exclusivity and appreciation among your customers, which can increase their satisfaction and encourage them to continue shopping with your business.

Adidas, the sportswear brand, has a loyalty program called Adiclub. It provides exclusive benefits and special offers to all its members. Whenever the customer shops or reviews, they earn points that unlock new levels and rewards. 

Set up a customer loyalty program

Partner With ANS Commerce To Boost Your E-commerce Sales 

As the E-commerce space becomes increasingly crowded, it’s more important than ever for brands to stand out and succeed. By utilizing the above E-commerce marketing strategies, you can increase your brand’s visibility, attract new customers, and ultimately drive more sales. 

However, if you wish to take your E-commerce marketing efforts to the next level, the support of E-commerce growth partners like ANS Commerce is invaluable. Our highly experienced team is always updated with the latest E-commerce marketing trends and strategies and can help maximize your online sales and grow your E-commerce brand in no time. 

To know more about us and how we can help, book a demo now. 

E-commerce Personalization: How To Make Your Customer Feel Valued

In this cutthroat world, an effective way to cultivate loyalty is through personalization – the silver bullet to win over the hearts (and wallets) of your customers. By tailoring the shopping experience of each individual customer, you make them feel valued, heard, and connected – ultimately leading to increased sales and repeat business. 

But how does personalization work in the E-commerce space? And as an E-commerce store owner, how do you successfully implement it? Let’s find out. 

What is E-commerce Personalization?

E-commerce personalization is the process of crafting a unique online shopping experience for every visitor who reaches your website. It could include providing personalized product recommendations, displaying target ads, creating customized landing pages, and offering customized content. 

Personalization is successfully achieved by using customer data, such as past purchase history, browsing behaviour, social media activity, etc. The goal of E-commerce personalization is to improve customer engagement, drive loyalty, and ultimately boost sales. 

Benefits of Personalization in E-Commerce

Personalization has become a key strategy for many E-commerce businesses in recent years. Here are some of the key benefits of embracing it – 

Better Conversions

Personalization is all about presenting information you want to share in a way customers can relate to. This way you get their attention for a longer period as people normally focus on things they are invested in. They will end up spending more time collecting information about your products and might even get convinced that it is the right choice for them. When you craft highly targeted and relevant campaigns that appeal to your target audience, you enjoy higher click-through rates and improved conversions. 

Increased Customer Loyalty

By creating a personalized shopping experience, you are showing that you value the customers’ presence. This is the foundation of any strong customer relationship. Customers are more likely to return to your website when they feel that you are actively listening to them and putting in the effort to make their lives easier. This will boost their loyalty toward your brand. They will not only engage in repeat purchases but also become your brand’s advocate and recommend you to others. 

Enhanced Customer Experience 

E-commerce personalization can significantly enhance customer experience by offering a more efficient shopping process. It will make the customers feel like they are always in control of their purchase journey. Personalized content will reduce unwanted confusion, making it easier and quicker for visitors to find what they need on your website, resulting in a better experience. A personalized experience is also quite interactive and engaging to customers as they will be focused on the buying process, leading to a more memorable experience.

Increased Average Order Size 

When you analyze customer data and understand individual preferences, you can suggest complementary products or upsell items. This way, you are not only personalizing the experience of the users but also increasing the average order size of every customer. For instance, a person who has been trying to buy a smartphone can be easily enticed with a back cover or a screen guard, resulting in higher order value. 

How To Start With E-commerce Personalization?

If you are ready to get started with E-commerce personalization, there are three key steps you must take to create a personalized shopping experience that will delight your customers. Here they are :

Segment Your Customers and Collect Data 

The first step is to divide your customers into different segments. Use data such as demographics, purchase history, browsing behaviour, and social media activity to segment customers with similar interests and needs. For new customers, you may want to focus on collecting data such as:

  • Demographics (You can make them provide basic demographic information during the sign-up or checkout process)
  • Pages viewed
  • Time on website
  • Items in wishlist
  • Items added to the cart
  • Exit page

For return customers, you may want to focus on:

  • Past purchases 
  • Average order value
  • Time interval between purchase
  • Interactions they had over email and social media

Identify Personalization Opportunities

Now that you have different segments of customers, the next step is to identify the different areas of your website that can be personalized. To do this, you need to answer the three basic questions – 

  • Where: Where can you personalize the shopping experience? Consider all customer touchpoints, such as the website, email, social media, and mobile app.
  • What: What can you personalize? Consider product recommendations, pricing, promotions, messaging, and content.
  • How: How can you personalize? Consider using algorithms, machine learning, and artificial intelligence tools.

When you get the answers, you will be able to identify areas where you can implement personalization to improve the customer experience.

Let Your Customers “Opt-In” to Personalization 

Believe it or not, not all customers want a personalized experience. Some prefer a more general shopping experience, especially the ones who enjoy anonymity while browsing through your website. Data privacy is mainly behind this need. 

Therefore, it’s essential to allow customers to opt-in to personalized experiences. By offering a simple opt-in process when they visit your website, you not only respect the privacy and preferences of your customers but also provide a personalized shopping experience only for those who want it.

4 E-commerce Personalization Tips and Tactics

Achieving effective personalization requires a well-planned strategy and the right tactics. Here are the five E-Commerce personalization tips that you can adopt today –

Personalization Tip#1: Understand Your Customer Needs and Provide a Solution 

Combine the power of technology and human insights to smartly collect clues about customers’ pain points, needs, and preferences. For instance, you can track how customers entered and navigated through your site. If a customer entered your site through a specific product ad, it’s likely that they are interested in that product and may benefit from personalized recommendations or offers related to that product. Club this valuable data with your existing research about customers’ preferences to create an effective personalization strategy.


  • If you’re an online fashion retailer and a customer frequently browses your selection of jeans, you could use that information to recommend jeans or showcase new arrivals in the jeans category.
  • If you’re an online grocery store and a customer regularly orders organic produce, you could create a personalized section of your website that highlights the latest organic products and deals.
  • If you’re an online beauty retailer and a customer frequently searches for moisturizers for sensitive skin, you could use that information to recommend other products that are specifically formulated for sensitive skin.

Personalization Tip#2: Incorporate Intelligent Search With Semantic Understanding

Every search is different. Some users make spelling mistakes, some use broad terms, some describe the same thing in different ways, etc. All these can make the search function messy, not generate the desired results, and impact the overall customer experience. 

However, intelligence search with semantic understanding is different. It uses natural language processing and machine learning algorithms to analyze the context of the search query and identify the customer’s intent. This will ensure that search results are always accurate and relevant to the customer’s needs.


A user searches for ‘iPhone cases’. A regular search would return the cases of all models of iPhone. This means, the user will take a lot of time to find the desired product, which will impact the experience. 

However, an intelligent search will know that the user has been browsing for iPhone 14 previously. In all likelihood, they are looking for a case for that particular model. So the search engine will give preference to iPhone 14 cases and display them at the top, reducing the time it takes for the customer to reach the desired product. 

Personalization Tip#3: Segmentation, Profiling and Targeting Of Customers 

A salesman in a brick-and-mortar store has an important responsibility – to profile and target customers by asking relevant questions about their needs and preferences. They then use this information to guide customers to products that suit their individual tastes. Now, this might seem impossible in an E-commerce space, but it is not the case.

You can virtually accompany your customers and profile them while they browse your site and pick up clues on what kind of products they want, their budget, their pain points, etc. To achieve this, you need to embrace machine learning and AI tools that will invisibly collect and process information to match it against your inventory in real time and display the relevant products. Popular tools include Dynamic Yield, Barilliance, and RichRelevance.

The best part about these platforms is that they can pick up information that even a human salesman might have missed while profiling. It does this by identifying patterns in the visitor’s past behaviour or matching customer journeys with buyer segments having similar needs.


If you are a home decor retailer who wants to promote your outdoor furniture collection, you can create a landing page dedicated to this category and showcase all relevant products that are popular among the target audience.

Machine learning and artificial intelligence algorithms will analyze visitor behaviour, extrapolate buying intent from customer data, and make real-time adjustments to the products on the landing page. For example, if visitors are frequently clicking on outdoor swings, you can boost those items on this page to increase the chances of conversion.

Personalization Tip#4: Retarget Users In-Session Using Personalized Pop-Ups

In-session pop-ups with relevant and personalized information are one of the best ways to enhance the experience of users. You must ensure that the pop-ups are intuitive and not intrusive. 

Time your personalized pop-ups to match each visitor’s in-session behaviour and trigger them via automation. It could be triggered when the user reaches a particular number of sessions or cart values. It could also be based on a particular browsing behaviour.

One way to use these pop-ups is to offer exclusive discounts for a product category they are currently browsing. You can also offer tiered discounts once a user adds a product to a cart to increase the average order value. 


You are the owner of an E-commerce website selling spices. A customer browses different types of cloves but exits the website without taking any action.

The next time they visit the store, you can use pop-ups to offer discounts for that product category while they are browsing. This will encourage them to proceed to checkout this time. 

5 E-commerce Personalization Examples To Get You Inspired 

Sometimes seeing real-world examples can help inspire new ideas and approaches. Let us explore five E-commerce personalization examples that have been implemented successfully.


TataCLiQ personalization example

TataCLiQ, the online marketplace for lifestyle goods is another example of a brand that has nailed the E-commerce personalization strategy. It collects details like the time users spend browsing products, the number of products they look at, whether they’re comparing multiple products with different price points, etc. It also looks at the user’s funnel stage. For instance, from which page did they drop off? How many different product pages did they look at before dropping off?

This data is used to check whether a particular user has the intent to buy. If yes, it triggers the promotion of best-selling products in that category, which helps the user to make faster decisions.


Decathlon personalization example

Decathlon, the sports brand, has built an in-house AI personalization engine that recommends products for each individual customer by looking at sports preferences, past browsing history, and purchase history. It also recommends events, training sessions, and classes based on customer preferences. 


Pantaloons personalization example

Pantaloons, the fashion retailer, uses real-time shopper behaviour and past customer data to personalize the customer experience. It offers hyper-targeted product recommendations based on regional top sellers and local festivals. It also offers features like complete-the-look recommendations and products that complement previous purchases. The most recent addition is the ‘Style Finder’ feature that lets customers specify their desired categories and occasion to get relevant products recommended.


SkiKraft personalization example

SkinKraft is a skincare brand that takes personalization to the next level. It harnesses the power of its customer data to generate customized skin care regimes that cater to the needs of individual shoppers. It asks the visitor to complete a comprehensive skin assessment that asks questions about age, gender, and skin concerns. This data is then used to create personalized product recommendations that are tailored to the individual’s skin type and needs. It also uses the data to develop new products that meet the evolving needs of its shoppers.

Spencer’s Retail

Spencer’s personalization example

The supermarket chain Spencer’s has also embraced personalization in its E-commerce store. It uses advanced segmentation to divide customers into different buckets: loyal, promising, about to go dormant, etc. This helps them push relevant messages to each segment to reduce the churn rate and improve retention. Spencer’s search functionality has a ‘recent search’ feature that showcases all the searches made by the user previously.

Final Words 

It is quite evident that E-commerce personalization is the key to creating a strong bond with your customers and making them feel valued. By using a blend of technology and knowledge, you can collect valuable data about customer needs and personalize their experiences accordingly. Now that you know how personalization is the core of digital presence, it is time to take action. 

This is where ANS Commerce, A Flipkart group company can help. We are India’s leading E-commerce growth partner and our team of experts has implemented personalization strategies for a variety of businesses looking to enhance their customer experiences. 
Want to know more about how we can help? Book a free consulting session with our expert today.

How E-commerce Brands Can Use Merchant of Record And Seller of Record For Global Expansion

The world has become a much smaller place today – a true global village where everyone is a click away. Even E-commerce businesses have joined the party, selling their products across borders to tap into new markets and expand their customer base. But the expansion is not without its own share of hurdles.

Cultural differences, language barriers, currency fluctuations, and regulatory complexities are just a handful of obstacles that they encounter on their way to international success. Such challenges have made global expansion a really slow endeavor. In fact, the share of cross-border sales in total E-commerce sales worldwide has risen only by 7 percentage points between 2016 and 2022.

The easiest way for businesses to counter these issues and experience exponential growth internationally is by partnering with a Merchant of Record (MoR) and a Seller of Record(SoR). Both these entities help you navigate the difficult waters of cross-border trade and achieve success on a global scale. In this post, we will take a look at both these concepts along with their key differences. 

What is a Merchant of Record?

A Merchant of Record (MoR) is a service provider that acts as a legal entity responsible for selling goods to end customers. It takes care of the financial and legal aspects of your business, including processing payments, managing taxes, and handling compliance. The primary goal of an MoR is to enable businesses to sell internationally without worrying about local laws and regulations. An MoR does not assume the identity of the business selling the goods and will always be identified separately as a third party.  

How does the Merchant of Record model work?

What is merchant of record

When the end customer buys from your E-commerce store, they are officially buying it from your MoR partner. They are the legal seller of your product in the country of your customer but do not hold any inventory. In this model, the service provider becomes the only buyer of your goods in that country. 

Once the MoR partner receives the order notification, they buy the product(s) and resell it to the customer. They take care of the international payments and taxes, and your customers do not have to worry about foreign exchange fees as they are paying a local business in local currency. 

Key responsibilities

  1. They are responsible for securely processing customer payments, including managing payment gateways and processing credit cards in accordance with applicable laws and regulations.
  2. They are responsible for calculating, collecting, and remitting taxes related to daily online transactions.
  3. They are responsible for implementing protective measures against fraudulent activities 
  4. They are responsible for generating and maintaining accurate financial reports.
  5. They are responsible for managing relationships with payment service providers, financial institutions, and other stakeholders involved in the transaction process. 

What is Seller of Record?

A Seller of Record is another legal entity that is entirely responsible for selling and delivering goods to your customers. Unlike MoRs, who never own the products( and the inventory) (in the customers’ eyes), the SoRs can be the owners and even responsible for fulfilling customer orders, provided you authorize them. The main goal of a Seller of Record (SoR) is to handle the entire lifecycle of a sale so that the business can concentrate on more mission-critical activities.

How does a Seller of Record model works?

What is seller of record

You give the SoR the legal right to sell your goods under their name, making them the original seller of your products in front of the customers. When a customer purchases the product, the SoR handles the sales transaction, including processing payments, issuing invoices, and collecting customer information. They also become the primary point of contact for customers regarding purchases.

The SoR works in a revenue-sharing model, where you receive a percentage of the sales revenue, while the SoR retains a percentage as compensation for their services.

Key responsibilities

  • They are responsible for managing orders and fulfilling them. It may include anything from inventory management to shipping and delivery.
  • They are responsible for the quality management and the performance of the products being sold.
  • They are responsible for providing customer support related to products, orders, returns and refunds, etc.
  • They are responsible for price management, including setting prices, managing discounts and promotions, etc. 
  • They are responsible for maintaining accurate records of sales transactions, financial transactions, and customer data

Difference between Merchant of Record, Seller of Record, and Payment Service Provider

ParameterMerchant of RecordSeller of RecordPayment Service Provider
Core ResponsibilityActs as a merchant and is responsible for payment processing, compliance, and financial and legal liability.Acts as the seller of the products and is responsible for day-to-day operations and customer support.Provides payment processing services, but does not take on merchant or seller responsibilities.
Legal LiabilityAssumes legal liability for processing payments, managing refunds, and handling chargebacks.Assumes legal liability for products sold.Does not assume legal liability for payment processing or product sold.
Customer RelationshipManages the customer relationship, including customer communication, support, and issue resolution related to payments.Manages the customer relationship, including product inquiries, returns, and refunds, .Typically does not manage the customer relationship related to payments, as it is primarily focused on payment processing.
Fraud ManagementResponsible for monitoring and preventing fraudulent activities related to financial transactions.Not responsible for fraud management. Not responsible for fraud management. 

Benefits of using a Seller and Merchant of Record services

Using a Seller of Record and Merchant of Record service can offer several benefits for businesses, especially in the E-commerce space. Some of the key benefits include:

  1. Access to legal expertise

Both the SoR and MoR service providers are well-versed in navigating the complex landscape. They can offer their expertise in different areas like taxation, consumer protection, and data privacy laws. Through them, you will ensure that the sales transactions are always conducted in compliance with applicable laws, reducing the risk of penalties.

  1. Global expansion

SoR and MoR enable you to enter new markets without having to handle the intricacies of international sales, including local taxes and customs duties. You can focus on your core competencies, such as product development and marketing, while leaving everything else to the SoR and MoR service provider.

  1. Improved customer experience

The SoR and MoR service providers have extensive knowledge about the pulse of the local customers and can offer better customer service to your end customers in that country. This rapport is necessary to build a positive customer experience and trust with customers, as they have a single point of contact who knows their needs better. 

  1. Lower operational cost

SoR and MoRs can significantly reduce operational costs by eliminating the need to hire, train, and manage staff for handling day-to-day tasks such as order processing, payment collection, and customer support. Also, you need not invest in software licenses, hardware, infrastructure and other operational resources. 

  1. Faster execution

When you partner with an MoR or a SoR, you get a lean and agile team solely focused on managing the operational aspects of your business. They can efficiently handle different tasks by using their expertise. They can also adapt to changing market conditions and scale your operations up or down swiftly, providing you the capability to respond quickly to market demands.

Factors To Consider While Partnering with a Global Merchant and Seller of Record for E-commerce Expansion

Partnering with an MoR or an SoR for global expansion can be a strategic decision, and one needs to consider several factors before finalizing such a partnership. Here are some key factors to keep in mind:

  1. Reputation

Evaluate the reputation and experience of the MoR or the SoR service provider. Look into those companies with a proven track record in handling international E-commerce transactions. Research their credentials and go through the reviews on different platforms to ensure they are reliable and trustworthy.

  1. Knowledge of Local Laws & Regulations

Ensure that the provider you choose can process payments in the countries where you plan to expand your E-commerce operations. Also, verify if they understand the local laws and regulations in all those countries, including tax requirements, data protection, and consumer rights. It is also important that they have a good understanding of the customer base, so that you can start tapping into the local market right away. 

  1. Pricing and Fees

Understand the pricing structure and fees charged by the SoR and MoR providers for their services. Compare them with other providers in the market to ensure they offer competitive pricing. Consider factors such as setup fees, transaction fees, currency conversion fees, and any other additional charges that may apply.

How much do Merchant and Seller of Record services cost?

The cost of MoR and SoR services can vary based on multiple factors, including the volume of transactions, the planned location of your business, the expertise of the provider, and so on. Also, there are several components in the fee structure of a Seller of Record and Merchant of Record provider that can determine the final cost. Here are some of the parameters – 

  1. Service fees: This is usually a percentage of the transaction value or a flat fee per transaction. This is the main cost you incur for partnering with an MoR and SoR for outsourcing various agreed functionalities of your business. 
  2. Set-up fees: This fee is usually charged while onboarding a new seller. For the MoR and SoR, it will cover initial setup costs, such as integrating with payment gateways, configuring tax settings, and other technical setup tasks if any.
  3. Additional fees: There may be certain additional fees for optional services, such as chargeback management, currency conversion, and custom reporting. 

Expand Your Footprint in India with ANS Commerce By Your Side 

ANS Commerce is a leading E-commerce growth accelerator that offers comprehensive solutions to businesses looking to expand their online presence in India. With a deep understanding of the Indian market and a wide range of services, we are the go-to partner for many international businesses looking to establish a strong foothold in India. 

From setting up online stores, E-commerce marketplace management to ROI-driven performance marketing services and managing logistics and order fulfillment, we take care of everything related to your everyday operations so that you can focus on other strategic activities and capitalize on the booming E-commerce market in the country.

To know more about how ANS Commerce can help you expand your business in India, book a 1:1 consultation with our E-commerce experts

How To Calculate E-commerce Return Rate?

As an E-commerce seller, no one better than you know the importance of keeping an eye on various business metrics. After all, these metrics offer you a treasure trove of insights that will help improve customer satisfaction, product performance, and overall business health. One such key metric that holds immense significance for your business is the Return Rate. Calculating and analyzing it correctly is an essential step in making informed logistics-related decisions. In this post, we will dive into the ins and outs of E-commerce Return Rate calculation, including why it matters, how to measure it accurately, and how to optimize it. So, grab your calculators, and let’s get started.

What Is The E-commerce Return Rate?

The E-commerce Return Rate is a metric that measures the percentage of online purchases returned by customers. In other words, it highlights the frequency at which customers return the products for various reasons. This value can be used to evaluate the effectiveness of your online store’s customer service, product quality, and overall user experience. A high Return Rate indicates customer dissatisfaction or issues with the quality of your products.

How Do You Calculate Your E-commerce Return Rate?

Let us learn how to calculate your online store’s e-commerce rate, along with a simple example to illustrate the same. 

Return Rate

The return rate can be calculated by dividing the total amount of products returned by the total amount of products sold in a particular period. Its formula is given by –  

E-Commerce Return Rate = (Products Returned/Products Sold) X 100

For instance, if you sold 10,000 products in 1 year while 2000 units were returned, your Return Rate would be: 2000 / 10,000 x 100 = 20%

As you can see in this example, 20% of the products sold in this timeframe were returned. However, this value doesn’t answer why the products are getting returned or how the return process is taking place. Put simply, the Return Rate doesn’t highlight how many of those returns could have been avoided with a simple solution and how many of those returns were actually ‘exchanges’. And that’s why it is important to measure the refund rate and exchange rate of your online store.

Refund rate

As the name suggests, the Refund Rate is the total number of refunds given for the total number of returns in a given period. Its formula is given by – 

E-Commerce Refund Rate = (Refunds Given/Products Returned) X 100

In the same example, if the number of refunds given was 500, then the refund rate would be:

500 / 2000 x 100 = 25%

Many people use Refund Rate and Return Rate interchangeably, which is wrong! As you can see, they are two different metrics representing two different aspects of your E-commerce business.

So what does a Refund Rate indicate about your business? Let us answer this with another example. Imagine you are an online fashion retailer. A customer buys a shirt but returns it due to an incorrect size. They end up exchanging the shirt for another one in the right size. As you can see here, even though this order resulted in a return, it didn’t result in a refund. In other words, it did not create a loss of revenue for your business. 

However, if the customer wanted a refund strictly, it could lead to revenue loss and indicate other issues with the product or your business, such as late delivery, poor product quality, defective product, product not matching the description, etc. All these are serious issues that can also result in loss of customers and loss of reputation. So keep a close eye on your Refund Rate along with your Return Rate. 

Exchange Rate

This is another metric you must measure, along with the Return Rate and Refund Rate, for improved visibility into your returns operations. It is the total number of exchanges made for the total number of returned orders in a given period. Its formula is given by – 

E-Commerce Exchange Rate = (Exchanges Done/Products Returned) X 100

Going back to the same example, if the number of exchanges done was 1000, then the exchange rate would be: 1000 / 2000 x 100 = 50%

After selling, the next best thing for an E-commerce business is exchange. Why? Because it will not result in a loss of revenue (apart from the minor shipping costs). Sometimes, it can even result in an upsell. 

Your exchange rate should always be higher than the refund rate, as it indicates that your brand has been successful in convincing customers to once again try your brand’s product despite not being happy with the original process. It can also indicate that your organization has a seamless exchange process, adding to improved customer experience and brand loyalty. 

What Is The Average E-commerce Return Rate In India? 

E-commerce has seen tremendous growth in India in recent years, with many consumers turning to online shopping due to convenience and accessibility. At the same time, the Return Rates have surged in many categories. But before we look into the different categories where returns are maximum, let us look at the average Return Rates in different channels. 

Average Return Rate Across Selling Channels

  • The average Return Rate in E-commerce stores in India is around 30%
  • E-commerce Return Rates in India can shoot up to 40% during the festive time
  • The Return Rate is only 10% in brick-and-mortar stores in India. 

E-commerce Return Rates by product category

Returns are inevitable in every industry. However, some industries are disproportionately affected. These industries feature products that are highly subjective when it comes to fit and style expectations. Unsurprisingly, clothing, bags, shoes, and accessories take the top spot in the list of most returned online purchases by Indian customers. A staggering 49% of Indian online customers returned clothing, while 39% of customers returned bags and accessories. Only 22% of customers said that they did not return anything back to the online store. 

Most returned online purchases by category in India

What Are The Common Reasons For Product Return?

Product returns are a common challenge in the world of E-commerce, and there are various reasons why customers may choose to return a purchased product. Here are the most obvious ones:

  1. Defective Products: Customers may return products that are damaged, broken, or have missing parts. In most cases, the product gets damaged during shipping due to poor handling and bad packaging. 
  2. Size, Fit, or Color Issues: Customers may return products that do not fit them properly. This is a common return reason in the clothing and footwear categories. Color discrepancies between the received product and product image can also lead to returns.
  3. Buyer’s Remorse: Customers may return products if they change their minds after making a purchase. This is quite common among impulse purchases. Once received, customers realize they do not actually want the product.
  4. Performance Issues: Customers may return products if they experience issues with the quality or performance of the product. It could be malfunctioning electronics, poor durability, or other product-related problems.
  5. Negative after-purchase experience: Customers may return products if they experience poor customer service, unresponsive or unhelpful sellers, or any other negative experience after placing the order. 
  6. Delayed delivery: Customers may return products if the order is delivered after the promised delivery date. Delayed deliveries can lead to frustration, disappointment, and inconvenience, prompting them to return the products. 
  7. Better Pricing from the competition: If the customers can find the same product at a lower price on some other site, they may return the product they purchased from your site. Make sure you are providing a competitive price on your website. 

What Is The Impact Of A High Return Rate?

When your Return Rates soar, it can have far-reaching repercussions on your business, ranging from financial losses to operational difficulties. Let us explore some of the consequences of a high Return Rate in the E-commerce space – 

  1. Impact on finances 

Whenever your customers return products, it results in unwanted costs associated with processing returns. Besides refunding customers’ payments, you may have to bear the shipping charges to return the product to the origin. Also, in most circumstances, the returned products may not be in a resalable condition. This can result in further loss of their original value. In summary, high Return Rates can cause a dent in an E-commerce store’s profitability and cash flow.

  1. Impact on operations

Processing returns is not easy. It is a time-consuming and resource-intensive process. You will require additional labor to manage inventory and logistics. Returns can also disrupt your regular inventory management process. Returned products have to be restocked, refurbished (or disposed of), and sold again. High Return Rates can also lead to excess inventory of returned products, locking your capital and warehouse space. 

  1. Impact on customer loyalty

High Return Rates can affect customer satisfaction and loyalty, which will ultimately lead to reduced customer lifetime value. Returns are inconvenient and time-consuming for customers. If they feel like they are constantly returning products, it can negatively impact their overall satisfaction with your brand. Dissatisfied customers are less likely to be loyal and may switch to competitors who offer better quality products and a better experience. 

  1. Impact on reputation

High Return Rates can also negatively impact the reputation of your E-commerce business. Customers who experience repeated returns will convey their frustration in the form of negative reviews. When potential customers go through these reviews, they will view them as a sign of poor product quality, inaccurate product descriptions, or inadequate customer service, all of which can result in a loss of trust and credibility for your brand. 

  1. Impact on environment

Returns can result in additional transportation, packaging waste, and potential product waste if returned items cannot be resold. This can lead to environmental concerns, such as increased carbon emissions and higher waste generation, both of which may affect your business’s sustainability and CSR efforts.

Ways To Reduce The E-commerce Return Rate 

With online shopping becoming the norm, the rate of product returns has drastically increased these days. However, certain proactive measures can be taken to tackle this issue head-on. Here are they:

  1. Provide detailed information

About 23% of returns are due to inaccurate or misleading depictions of the product. Provide detailed specifications and high-quality images for every product so that there are no last-minute surprises. This will drastically reduce the likelihood of returns due to product-related issues. Similarly, to avoid sizing-related returns, provide an easy-to-read size chart for every product. If possible, offer fit recommendations so that customers always pick products in the right size. 

  1. Have a clear and transparent return policy

Around 67% of customers check the returns page before making a purchase. So you must have an easy-to-comprehend return policy for your E-commerce business. It should provide all the crucial information, such as how to initiate a return, possible timelines, and any associated fees or restrictions. A transparent and clear return policy builds trust with your customers and helps set realistic expectations when it comes to product returns.

  1. Perform thorough quality control and inspection

When you implement robust quality control measures in your E-commerce store, it will automatically reduce the number of defective or damaged products being shipped to end customers. If you have the budget, hire a separate team that will thoroughly inspect products   and identify any issues before it reaches the hands of the customers. 

  1. Improve your packaging

Proper packaging is essential to protect your products from damage during transit. So invest in high-quality packaging materials that are appropriate for the type of products being shipped. Also, ensure that products are packaged securely without leaving too much space in between to minimize the risk of damage due to movement.

  1. Offer Excellent Customer Service

Prompt and responsive customer service can help address customer concerns related to products, which will reduce the need for returns. You can provide multiple channels for customer inquiries, such as live chat, email, or phone. You can also leverage technology to provide personalized product recommendations based on customers’ preferences and past purchase history. It will help customers choose the right product for their needs and reduce the likelihood of returns. Also, provide clear usage instructions so that customers use the product the right way, reducing dissatisfaction. 

  1. Analyze Return Data

Continuously analyze return data so you will get valuable insights into return patterns or trends, identifying areas for improvement. Focus mainly on return reasons, product categories with high Return Rates, and common issues faced by customers. This will help you take corrective measures before they start affecting your reputation. 

E-commerce Returns Best Practices To Follow 

By implementing certain best practices, you can effectively address various challenges related to returns, leading to streamlined operations. Here are four such best practices – 

Offer brick-and-mortar returns

Did you know that around 62% of customers are more likely to shop online if they can return an item in-store? So if you own a brick-and-mortar store along with your E-commerce business, offer customers the option to return products in-store. This will be a convenient and hassle-free solution for customers who prefer to return products in person rather than dealing with the hassle of return shipping and repackaging. This strategy can also turn a return into an exchange or an upsell opportunity when the customer sees other products in the store.

Take customer feedback on the reason for the return 

When you understand the reasons behind product returns, you will be able to address the root causes and implement preventive measures. This is possible only if you encourage customers to provide feedback on the reason for their return. You can use channels like online surveys, email follow-ups, or service calls to collect feedback. 

Use returns management software to assist with exchanges

By using returns management software, you can streamline the entire returns process, making it seamless both for your team and your customers. Returns management software can also facilitate exchanges and allow customers to request a replacement or an alternative product easily. This will reduce the need for a return altogether and reduce revenue losses. 

Partner with a 3rd party logistics company experienced in reverse logistics 

3PLs experienced in handling E-commerce returns can efficiently manage the entire returns process, letting you focus on other critical aspects of the business. They can take care of everything from receiving returned items to inspecting, restocking, or disposing of products. You will save time, effort, and resources while ensuring that returns are handled in a timely and professional manner.

As warehousing and order fulfillment partner for E-commerce brands in India, we offer extensive support for reverse logistics. With years of hands-on experience, we fully comprehend the intricate complexities and challenges associated with handling returns. We receive, re-label and pack products with better QC standards and handle refurbishment across different categories. 

To know more about ANS Commerce, book a demo now

Shipping Labels 101: A Beginners Guide On How to Create a Shipping Label

In the world of E-commerce, shipping labels might not be the most glamorous topic to discuss, but they are an essential component of any online business. Despite this, many E-commerce owners tend to overlook the importance of shipping labels, which can cause significant issues for both themselves and their customers.

Creating and managing shipping labels play a critical role in ensuring that packages are delivered accurately and on time. Without proper shipping labels, packages can easily get lost, delayed, or delivered to the wrong address, leading to unhappy customers and additional costs for business owners.

In this beginner’s guide to creating shipping labels, we’ll explore the importance of shipping labels, their components, and the best practices to follow. Read along! 

What is a Shipping Label?

A shipping label is a piece of documentation that carries key information about a package, such as a recipient’s information, sender’s information, tracking number, etc. It serves as a way for the carriers to identify and route the package to its intended destination. A shipping label is also sometimes referred to as a package label. 

How does the shipping label work?

Every organisation uses a specific template for its shipping labels. After printing the shipping label, it is affixed to the outside of the package. These labels are scanned at the source, destination, and intermediate facilities, thus offering real-time tracking information of the package’s location and delivery status. Also, each label is unique, and one cannot reuse them. 

Components of shipping label explained

A shipping label includes a variety of critical components that provide valuable information about the package. Let’s take a closer look at all these key components and why they are important.

Sender information 

The name and full address of the person or business who sends the package. This information helps the carriers to reach out to someone in case of any issues with the shipment or delivery.

Recipient information 

The name and full address of the person who will receive the package. This information ensures that the carriers deliver the package to the right person.

Package weight 

The weight of the product in kilograms or grams. It helps the carriers determine how to handle the package at each stage of the shipping process. For instance, if a package is very heavy, it may require special handling or equipment to load and unload it from the truck or airplane.

Special handling information 

This includes instructions such as “fragile” or “handle with care.” This is to ensure that the package is treated appropriately during transit and there is no damage to the product.

Routing and tracking number 

These unique identifiers help in tracking the package throughout the shipping process, right from the point of origin to the final destination.

Customs information 

This is applicable only if the package is being shipped internationally. It may include the contents of the package, the value of the contents, and any other necessary customs documentation. This information ensures that the package clears customs quickly and easily.

Here is an example of a shipping label – 

Example of a shipping label

Different types of shipping label

Different types of packages need different types of labels. Here are some of the commonly used types of shipping labels -. 

Arrow labels

As the name suggests, these labels contain an arrow indicating the correct orientation of products during transit. Orders containing electronic items and hazardous materials use these kinds of labels.

Example of an arrow label

Fragile labels

These labels indicate that the entire content of the package is delicate and should be handled very carefully. The word “Fragile” is often written in bold and in large font with bright background for easy readability. 

Example of fragile label

Dot labels

They are used for packages that contain flammable, corrosive, explosive, or poisonous products. These labels are extremely important to avoid any risk to life and property while handling the package. They are also printed in bright colors and have bold text. 

Example of a dot label

International shipping label

Such labels are specifically designed for packages that will cross international borders. They contain important information required by customs officials and shipping carriers in different countries. It always includes the sender’s and recipient’s addresses, the weight of the package, the contents of the package, any customs declarations, and special instructions or warnings for handling the package.

Example of international shipping label

How to Create a Shipping Label

There are two common ways to create a shipping label,

Creating Shipping Labels Through a Carrier

Most shipping carriers like DHL, UPS, FedEx, and USPS have software to create shipping labels. These in-house tools come with ready-made templates that fit their specific label requirements. All you need to do is enter the necessary shipping information, download the label, and print it at your home or office. You can then attach it to the package and drop it off at the carrier location or schedule a pickup. However, this is not the best method in terms of efficiency and cost, especially if you handle hundreds of orders daily. 

Creating Shipping Labels Through Software Solutions

You can use specialized software designed explicitly for creating labels. These programs can be installed and integrated with your E-commerce platform, helping you automate shipping. For instance, it can directly connect with your E-commerce store, retrieve every order information from the database, and automatically create the label. This is the more efficient and cost-effective method if you are shipping large volumes of packages.

Shipping Label Best Practices To Follow 

Here are 3 special tips you can follow while managing shipping labels for your E-commerce business – 

1. Special Instructions

No amount of bubble wrap can protect your package if it is not handled properly during transit. And that’s why it is very important to mention special instructions such as “Fragile,” “Flammable,” “This side up,” etc., on your shipping labels. Adding these special requirements will ensure that your package arrives at your customer’s doorstep in perfect condition.

2. Label Placement

You should always place the label on the top of the package, preferably near the center. This makes it easy for carriers to scan the package. It also ensures that the label is easily visible throughout the shipping process – very important if there is a “This Side Up” or “Fragile” instruction. Also, make sure that the label is not folded over any edges and is affixed securely. This will make sure that it is not covering any important information, such as the recipient’s address.

3. Packing Slips

Make sure your order includes a packing slip, also known as “waybill”. A packing slip typically contains information such as the customer’s address, order date, order number, product details, quantity, customer service number, etc. This is usually placed inside the package or outside in a plastic wallet. A packing slip also sometimes serves as the receipt for the customer. This will help ensure that the recipient receives everything they were expecting and that they have a record of the items that were shipped.

Use Third Party logistic services to streamline the shipping process 

As you have seen in this post, creating and managing shipping labels is a time-consuming task. It requires attention to detail, as well as an understanding of shipping carriers and their unique label requirements. Not to mention the added pressure of ensuring that packages are delivered on time and in good condition. 

This is where ANS Commerce steps in – we are India’s leading E-commerce service provider specializing in taking care of every aspect of online selling – from managing your brand store to ensuring ROI driven performance marketing and warehousing & logistic services – we provide it all! 

By partnering with ANS Commerce, you can focus on growing your brand and delivering excellent customer experiences while leaving everything else to us. 

To know more about how ANS Commerce can help you, book a free consultation today!

Shipping Label FAQs answered

What is a prepaid shipping label?

A prepaid shipping label is a label that has already been paid for by the sender, which means that the recipient does not have to pay for shipping. E-commerce businesses offering free shipping use prepaid shipping labels. 

Can I print a shipping label at home?

Yes, you can print a shipping label at home. You just need access to a printer, label sheets, and dedicated software for creating labels. 

Can I handwrite a shipping label?

Yes, you can handwrite a shipping label, but it is generally not recommended. Handwritten shipping labels can be difficult to read, which can result in delivery delays or even lost packages. You would still need to have barcode labels for tracking. 

How much does it cost to get a shipping label?

The cost to print a shipping label can vary depending on the mode you use to create labels. Using softwares to print labels is usually cheaper than getting shipping labels from courier service providers. 

Do shipping labels expire?

Expiry policies for shipping labels can vary depending on the shipping carrier. Most shipping carriers have an expiry date of anywhere between 2 weeks to 1 year for the labels generated through their software.

Are there size requirements for shipping labels?

Yes, there are size requirements for shipping labels, and they can vary depending on the shipping carrier. Generally, shipping labels must be large enough to accommodate all of the necessary information, including the shipping address, return address, tracking barcode, and any other required information.

Where should I put a shipping label on a package or box?

Place the label in a location that is visible and easy to scan. It is generally recommended to place the label on the largest flat surface of the package, such as the top or one of the sides. The label should be placed so that it is not obstructed by any seams, flaps, or edges and is positioned straight and flat. 

If the package is a box, the shipping label should be placed on the same side as the opening or flaps of the box. This ensures that the label is visible when the package is opened and scanned during the shipping process.

E-commerce Warehousing 101: Everything You Need To Know

Have you ever ordered something online and been blown away by how quickly it arrived at your doorstep? That’s the power of immaculate E-commerce warehousing! 

Without reliable warehouse logistics support, even the most innovative E-commerce businesses would struggle to keep up with customer demand. In this post, we’ll explore the ins and outs of E-commerce warehousing and how it can help you take your business to the next level. Read along!

What Is E-commerce Warehousing?

E-commerce warehousing is the process of storing and managing goods before they are sold online. Effective E-commerce warehousing ensures that the products are safely stored and accurately delivered to customers on time. It also involves keeping track of where the items are located, how long they’ve been in storage, and how much inventory is available at any given time. 

What Does E-commerce Warehousing Management Consist Of?

If you are managing E-commerce warehousing yourself and have not partnered with third-party services, these are some of the activities you might have to handle on a day-to-day basis:

  • Training and management of warehouse staff
  • Maintain strong relationships with logistics handlers
  • Forecasting inventory and shipping volume
  • Obtain all the necessary certifications and licenses to operate
  • Ensure that your warehouse is adhering to local safety regulations
  • Recording incoming and outgoing shipments

And, of course, you need to keep the products secure and ensure that delivery is happening on time. 

What Are The Types Of E-commerce Warehouses?

E-commerce businesses can choose from several types of E-commerce warehouses depending on their specific needs and requirements. Here are some of them: 

Private warehouses

Private warehouses are owned by large businesses, wholesalers,  and online marketplaces to handle their own inventory needs. As a result, these warehouses are highly customized and tailored to their needs. For instance, if the business sells perishable goods, the warehouse will be equipped with a cold storage facility. Warehouses owned by Amazon and Flipkart are prime examples of private warehouses. 

Public warehouses

Public warehouses are owned by government agencies. They are less advanced and well-equipped than private warehouses and may have limited facilities to store your goods. Government agencies rent these warehouses at highly affordable rates. Due to their minimal functionalities, they are only suitable for short-term storage requirements and ideal for sprouting startups.

Consolidated warehouses

These E-commerce fulfillment warehouses collect goods from multiple suppliers, group them into larger shipments, and then deliver them to different destinations within the same city or area. They act as both the collection center and distribution centers for brands. 

As businesses are sharing transportation but get their own storage space, it is an economical solution for small and medium businesses with limited inventory. 

Bonded warehouses

Bonded warehouses are managed by customs authorities, providing storage facilities for imported goods before the business pays the customs duties & taxes. 

It is common knowledge that a business that imports goods must pay import duties immediately after delivery. However, a bonded warehouse bypasses this rule by letting the business owners pay when they take the goods out of the warehouse. 

P.S: Some interesting facts: the name “bond” comes from the customs authorities issuing the businesses a “bond” when they begin to rent the warehouse. 

Smart warehouses

Smart warehouses use state-of-the-art technologies like artificial intelligence, drones, robotic arms, and automated vehicles to manage everyday warehousing operations. Because of the automation offered by these cutting-edge technologies, these E-commerce warehouses are highly efficient but equally expensive. 

Cooperative warehouses

Cooperative warehouses are owned by multiple businesses from the same industry or selling similar products. They share the warehouse because they have similar storage needs. Cooperative warehouses are almost like private warehouses, except that multiple businesses own these warehouses.

Members of cooperative warehouses pay a small fee for using this facility, while non-members shell out more.

Fulfillment Centers 

Better than the traditional warehouse, E-commerce fulfillment centers are designed to not just receive and store your inventory but to pick, pack, and ship orders to your customers too. 

E-commerce businesses often use fulfillment centers by outsourcing their order fulfillment to third-party logistics (3PL) providers like Amazon’s FBA  (Fulfillment by Amazon) services. 

Don’t Let These Factors Stop You From Outsourcing E-commerce Warehousing

Most emerging D2C businesses, despite the benefits of warehousing, do not consider outsourcing their warehousing and distribution. Don’t let the below factors stop you from outsourcing your warehousing process: 

1. Your business operates from home

If you are operating from home due to the convenience it offers, it is natural to feel apprehensive about outsourcing your E-commerce warehousing. What if the outsourcing partner asks you to move out to a larger location? What if your staff can’t commute to the new warehouse? What if you have to give up some of the control you had over your business? Such questions are inevitable.

We have good news for you. By outsourcing your E-commerce warehousing, you can still operate from home without losing any control over your business. In fact, the outsourcing provider will only handle the redundant and manual tasks involved in warehousing and storage, allowing you to focus on more strategic and mission-critical aspects of your business. 

2. You feel you’re too small to outsource

There is a common misconception that outsourcing is only for large businesses. This is plain wrong. In fact, small businesses have more to gain from outsourcing than large enterprises because they get instant access to expertise and technology that large enterprises would have waited for several years to build.

Also, outsourcing your E-commerce warehousing can help reduce your business risks – you don’t have to worry about the liabilities associated with managing your own warehouse anymore. It will be taken care of by the service provider.

3. You think it is a huge investment

E-commerce warehousing might seem like a huge investment, but it turns out to be quite cost-effective in the long run. For instance, when you outsource, you don’t have to worry about purchasing and maintaining equipment, hiring and training staff, or managing inventory. Instead, you pay the provider a fixed cost, which is way more affordable than managing everything in-house. Additionally, outsourcing allows you to scale up or down your demands, so you can adjust costs based on your business needs.

Benefits Of Using Warehousing Services

Regardless of your scale of business, using E-commerce warehousing services have many benefits:

1. Faster shipping

We are living in the era of 10-minute delivery. So consumers naturally expect all their orders to reach quickly (if not in minutes!). To reduce delivery times and improve customer satisfaction, you can use warehousing services that can expedite your picking, packing, and shipping process. Also, it gives you an opportunity to store your goods in multiple warehouses. This ensures that your inventory is always close to your customers and can be delivered quickly.

2. Better inventory management

Warehousing services can improve the accuracy of your inventory monitoring process and prevent the loss of items. Most warehousing service providers offer advanced inventory tracking and management systems, which let you keep track of your stock levels, monitor product performance, and identify trends and patterns in customer demand. It will help optimize procurement, reduce wastage, and avoid stock-outs or overstocking.

3. Less stress

Managing a warehouse comes with a lot of baggage. You need to monitor the A-Z of your inventory without errors and ensure no delays. Doing this daily can be tiresome. Third-party E-commerce warehousing services take a considerable chunk of these responsibilities off your plate. They have the means and experience required for inventory management. 

4. Time savings

For E-commerce business owners, time is money. By freeing up your time for day-to-day supply chain management and analysis, you can better concentrate on business-critical operations. 

What Happens Without E-commerce Warehouse Management?

Without a proper warehouse management system in place, E-commerce businesses can face a lot of operational issues that can negatively impact their reputation and sales. Here are some of the consequences of not adopting effective E-commerce warehouse management:

1. Inventory gets lost

Without investing in E-commerce warehouse management, you may find it challenging to keep track of your inventory. As a result, there are high chances of losing, misplacing, or having products expire, especially when dealing with an extensive catalog.

2. Wrong inventory gets shipped

Without proper processes in place, there are high chances of manual errors creeping into your warehouse operations. You may end up shipping the wrong products to the customers, which can result in dissatisfaction, returns, and additional costs for your business. Even worse, it can damage your reputation and drive your loyal customers away. 

3. Stock-outs or over-purchasing inventory

By not adopting E-commerce warehouse management, you will never know how much inventory you should have on hand. This can result in early (and unexpected) stockouts or over-purchasing of inventory. Stockouts can lead to lost sales, while over-purchasing can lead to outdated inventory that you can no longer sell. Not to forget the additional cost of management.

How 3PL services can help you with warehouse management

Outsourcing your warehouse management to third-party logistics (3PL) providers let you enjoy benefits like improved efficiency, better scalability, and reduced costs. Here are some other ways in which 3PL services can benefit you:

Ship easily on major marketplaces

Many 3PLs offer direct integrations with major marketplaces like Amazon, Flipkart, Myntra, Nykaa etc. By partnering with such providers, you can seamlessly fulfill all your orders and manage inventory across multiple sales channels from one centralized location. 

Order tracking

Customers hate to be in the dark when it comes to their orders. They want to be in the loop from the moment they place an order till the time it arrives on their doorstep. This is made possible through 3PL providers, who provide advanced order tracking systems. It enables the end users to monitor their order progress in real-time, resulting in customer satisfaction. As an E-commerce business owner, that’s one key responsibility you don’t have to worry about.

Inventory management

Just like order tracking systems, most 3PL providers offer sophisticated inventory management systems that let you optimize your inventory levels. Apart from the real-time status of your inventory, these systems monitor trends and historical patterns, helping you predict demand and build stocks. In brief, you can avoid the pain of overstocking and stockouts. 

Scaling up operations

With rapid growth comes the demand for more space to store your inventory. This is where 3PL providers help. They offer scalable warehousing solutions that adapt to your business’s changing needs. Whether you need additional storage space or expanded shipping capabilities, 3PL service providers offer everything at an affordable cost.

Faster order fulfillment and return management

Location can no longer be an excuse to deliver orders late in this hyper-connected world. Today, if you don’t deliver fast, your competitors will. This is where the need for a 3PL provider arises. They normally own multiple warehouses spread across the country. This lets you ship orders and manage returns quickly as your distribution centers are closer to the customers, and the orders have to hop across fewer shipping zones. 

Let ANS Commerce Help You With E-commerce Warehousing

As India’s best E-commerce enabler, ANS Commerce offers end-to-end solutions to manage your online business – from performance marketing and marketplace management to warehousing & logistic services – we provide it all! 

Spread across pan India, we provide fully equipped storage facilities with cutting-edge warehouse management systems (WMS) and order fulfillment capabilities – pick, pack, dispatch, and return management. 

To know more about how ANS Commerce can help you with warehousing and logistics support, book a free consultation today!

Amazon SEO: How to Rank For Searches On Amazon

Amazon has become the go-to E-commerce marketplace for businesses and consumers alike. More and more businesses have started using Amazon as their primary sales channel due to its vast customer base, strong reputation, and convenience in selling their products. This also means that it has become extremely important to optimize your product listings for Amazon search so that it appears above other sellers. 

In this article, we will dive deep and understand how Amazon SEO works and the different ways to improve your product rankings on Amazon. 

Understand How Amazon Search Works

Amazon’s search is quite similar to other search engines like Google in most aspects. For example, it enables users to search for products by entering keywords or phrases in the search bar that can be found at the top of the Amazon website and mobile app. 

Amazon uses A10 algorithm to process search queries


Whenever a user enters a search query on Amazon, its in-built search algorithm, called the A10 algorithm, will process the query instantly and return a list of all the relevant products matching the keywords. Users are also given the option to sort and filter the results based on various factors such as price, brand, ratings, and other category-specific factors. 

Here is how the search result looks for “laptop query” on the Amazon website

Amazon search result for laptop

What Is Amazon’s A10 Algorithm?

The A10 algorithm is the logical successor of the popular A10 algorithm of Amazon. Based on powerful and proprietary technology, the A10 algorithm gauges various factors of product listing, including product description, the images used, embedded keywords, product title, and many more to determine the rank for each product.

Now, Amazon A10’s primary goal is to help buyers shop. Hence, it will prefer high-performing ANIS over others. That is why your product must convert well for customer queries. We will talk more about how you can optimize for Amazon SEO later.  

Amazon’s A10 Algorithm Example

Here is an example of how Amazon’s A10 algorithm works – 

A customer enters the query “Tennis Racquet” in the Amazon search bar. The A10 algorithm instantly processes the two keywords and begins to match them with all the indexed products in the catalog. It checks whether the keywords “tennis” and “racquet” are present in the product title and description. It then checks the sales history of the product, customer reviews, and performance of the brand over time. 

Finally, it includes all the relevant products in the search results and also considers the customer’s browsing and purchase history to display relevant products. 

How Amazon A10 algorithm works

What factors influence Amazon A10’s search rankings?

Here are two major factors that influence product ranking on Amazon – 

  1. Product: The A10 algorithm analyzes how relevant your product is to the user’s search query. To gauge the relevancy, it checks for the keywords in the title and description of the product. 
  1. Performance: The A10 algorithm analyzes the performance of your product and the brand. Key performance parameters include pricing, sales history, click-through rates, and conversion rates. 

In the next section, let us see in detail how to improve the above two factors. 

Amazon SEO: How To Improve Product Rankings On Amazon?

Here are some tips to optimize the Product factor of Amazon A10 algorithm and improve its overall rankings – 

1. Map the products to the correct node

Amazon uses nodes to categorize products based on their unique characteristics. Due to the presence of millions of products on Amazon, categorization becomes important because it simplifies browsing for customers. But, mapping the products to the right node is even more important for the sellers because it improves the findability of the products. Even though mapping products to the correct node might seem trivial, its importance in improving the rank of your product cannot be understated. Let us understand this with an example. 

Example of how to map products to correct node on Amazon

The above product is categorized as Cars & Motorbikes > Motorbike Accessories & Parts > Helmets. Now, the category “Cars & Motorbikes” is the root node and is very generic. It also means the competition is extremely high in that category. Therefore, the chances of a new product ranking high in this category are almost nil. However, if you map it to the branch node “Motorbike Accessories & Parts” or the leaf node “Helmets”, you will have a better chance of ranking higher. 

Best Practices to follow

  • In case you’re not sure how to categorize your product, see how other sellers have categorized similar products. 
  • Always use your knowledge of the product’s features to decide the categorization.
  • Do not over-categorize. If the product matches the branch node better than the lead node, place it in the branch node.
  • Keep testing your categorization. Eventually, you will reach the perfect categorization for your product. 

2. Optimize your Amazon product title

The product title is the first thing that customers notice about your product. It is important for you to optimize the product title and make it A10-friendly without compromising readability. It should also cover all the key elements of the product, such as:

  • Product Name
  • Brand Name
  • Product Type
  • Size
  • Color
  • Key Features
  • Product USP

Here is an example of an excellent product title on Amazon

Optimize product title for Amazon SEO

You must also know which keywords to use for your product. Stuffing of the keyword is a big no. Since the title has only a fixed number of characters, you need to be frugal in your keyword usage. 

Use keyword management tools to identify the most important keywords for your product. Also, keep an eye out for keywords used by other sellers selling the same product and make your own improvisations in the title. 

Best Practices to follow

  • Use three to four keywords in your title and place them at strategic points. 
  • Place the most relevant keyword first. 
  • Make use of special characters as breakpoints, and then add the next keyword.
  • Capitalize the first letter in each word except connecting words like “in”, “and”, “for”, “the”, and “an”.
  • Use numbers instead of words (e.g.: 8 instead of eight)
  • State the number of items included, size, and color feature in the title

3. Write Amazon product features in bullet points

Amazon has been quite liberal on the product description front. It has given a considerable amount of space to write about your product and its features. But many sellers use this freedom of space to write huge paragraphs about the product. Yes, you must provide all the details about the product, but you mustn’t overwhelm the customers with too many unwanted details. 

Also, using paragraphs will make it difficult for readers to consume the content. Many users like to skim through most of the features and read in detail only the ones that they really care about. We suggest using bullet points for writing product descriptions – this will make the content easy to read. Optimize your product description for your target keywords. 

Here is an example of a good product description – 

Example of how to write product description on Amazon

Best Practices to follow

  • Use a two-tiered bullet approach for writing product description. 
  • Besides features, include the benefits of the product in the description. This will give the users a better context of how the product will fit into their daily lives. 
  • Avoid using common adjectives like “best,” “high-quality,” “durable,” “efficient,” etc. in your product descriptions. Not only are these words overused, but they are also pretty meaningless.
  • Highlight the main feature or benefit of your product in the first bullet. You can follow it up with a more detailed explanation to make it comprehensible for the users.
  • Limit each bullet point to 500 characters.

4. Don’t forget to utilize backend search terms

We have highlighted before that it is not wise to overuse keywords in the title and description section. We also know that keywords have an important role to play in your product ranking. So what’s the best way to use keywords if we can’t utilize them fully on the product details page? 

The answer is “Backend.” Yes, Amazon offers you a 250 characters space for every listing to include all your keywords. The best part is this content is not visible on the product page. You can list all the keywords that you missed in the product page. If you have many keywords, you can also upload them in .XML or .CSV files. 

Best Practices to follow

  • Include misspelled keywords here. This will cover you for all the misspelled search queries.
  • Don’t repeat the keywords that you have already listed on the product page. Irrespective of the importance of the keyword, Amazon expects you to list it in only 1 place.
  • For backend keywords, use spaces between the keywords to separate them. No need to use commas. 
  • Don’t use competitor names or any ASINs as keywords here.

5. Use A+ Content

A+ Content is a part of Amazon’s product description that allows sellers to share their brand story or product features with the help of rich media such as images and videos. Some sellers also use it to offer comparative product information and product setup instructions. 

Besides the chance to add keywords to the A+ content, you can use the A+ content to improve your SEO score by offering a lot of additional information. This enhances the UX of your product detail page drastically, leading to improved conversions and better sales. 

Here is an example of A+ content.

Example of A+ content on Amazon

Best Practices

  • Always proofread your content before sending it for review to Amazon. It takes around 7 days to get your A+ content approved. In case of any mistakes, you have to wait another 7 days to get it live. 
  • You can talk about your competitors in this section. This will help users compare your product and make an informed decision. 
  • Never use any links that redirect users outside of Amazon. Amazon doesn’t allow this. 

Performance Optimization Strategies for Amazon Listings

You must understand that Amazon is mainly a buying platform. Ultimately Amazon’s primary goals are sales and conversions. It values all those products with a higher propensity of getting sold and rewards them by ranking them higher. And as a seller, you must improve your sales numbers to show that you have a winning product. So here are some key Amazon SEO strategies that you can adopt to improve your sales, which, in turn, will have an impact on your product rankings – 

1. Keep a competitive price

When determining the price for your product, it is crucial to take into account the prices of similar products offered by your competitors. Your goal should be to either match or beat the competition’s prices, and even consider lowering them more for higher sales. 

If you price your product higher than your competitors, Amazon’s algorithm will automatically deduce that it won’t sell as many as others. It will push your listing to the bottom of the SERP. Interestingly, Amazon also uses pricing as one of the key factors to award Buy Box to the seller. 

Want to know more about Amazon Buy Box? Check out our guide on – How to Win the Amazon Buy Box in 2023

2. Ensure that you have sufficient inventory

You need to ensure that you have sufficient inventory levels all the time. If you do not have enough stock, you will not be able to fulfill orders on time. You must remember that Amazon wants purchases to happen. The last thing it wants is a customer visiting a product page with no stock or limited stock resulting in no order placement. That’s why Amazon consistently ranks products with sufficient inventory higher over those with little or no inventory. 

3. Gain positive reviews and ratings

As a customer, one will always prefer a product that’s liked by others. It gives them social proof that this product is reliable and is working fine. As a seller, you need to work on getting positive reviews for your brand and for your product. Positive reviews can drastically improve your visibility in search results. It can give an impression that your product is popular, leading to a higher chance of conversion.

4. Set up warehouses in all 4 locations (North, East, West & South)

When you have warehouses in all four corners of the country, your shipping speed drastically improves, as you can ship items from the warehouse closest to the customer. For inventory management at each location, we suggest looking at buying patterns & shipping data and storing more inventory where most of your customers are located. It will avoid stockouts, thereby improving product availability for your customers. 

5. Use Amazon PPC to increase sales

Amazon Pay-Per-Click is an advertising program that allows you to bid on keywords and display your products in the sponsored search results section. This is a great way to boost your visibility, especially if you are unable to improve your search rankings. You can target very specific keywords, products, and customer segments to ensure that your products always reach the right audience. 

6. Adopt Amazon’s DSP ads

Amazon’s DSP (Demand Side Platform) ad is another effective way to boost your sales. With these ads, you can reach customers through targeted and data-driven ads by leveraging Amazon’s rich repository of customer data. DSP ads drive shoppers to your product page from outside the Amazon platform. However, these ads can be managed only by Amazon and not by sellers. 

Few more Amazon search engine optimization strategies to help rank

Here are some additional ranking factors that have an impact on rankings – 

1. Bring additional traffic to your Amazon product page

Bringing additional traffic to your product page is all about directing customers from other sites to your product page or brand store on Amazon. This will generate more traffic and sales to your product, which will ultimately have a positive impact on your rankings. You can also drive traffic to your Amazon page through PPC ads, email marketing, and social media campaigns.

2. Ship through FBA

Fulfillment by Amazon lets you store your products in Amazon’s fulfillment centers. Also, Amazon will handle the shipping and customer service process for such products. Using Amazon fulfilled shipping not only ensures timely delivery but also increases your chances of ranking higher on SERP results and winning Amazon buy box. 

3. Use brand names in your Amazon product listings

When you use brand names in your product listing, it can establish credibility in the minds of your potential customers. It can also help them in finding the product through Amazon search. Adding the brand name also differentiates your product from your competitors, making it more recognizable. A word of caution, you must use your brand accurately and legally. The last thing you want is to get into a legal issue. 

Is there anything I shouldn’t do with Amazon SEO?

Here are some major no when it comes to Amazon SEO – 

  • Do not copy content from other listings or websites. Plagiarism can result in penalties and affect your rank negatively. 
  • Do not use irrelevant keywords in your listing. Make sure you select appropriate keywords for your product to rank.
  • Do not ignore Amazon’s guidelines for product listings. Doing this will result in penalties or the removal of your listing.
  • Do not use blurry or low-quality images. It can make your products appear less desirable, resulting in lower conversions and poorer rank.
  • Do not ignore the backend keywords, as this is the best way to add all the relevant keywords for your product listing. 
  • Do not ignore reviews and ratings, as they are one of the key factors in determining your product listing’s rank.

Navigating third-party marketplaces like Amazon can be challenging for E-commerce businesses without the right knowledge and expertise. If you’re having trouble maximizing your sales and profits on Amazon, ANS Commerce can help. 

Our team of experts will offer you comprehensive marketplace management services, including account setup, optimization, management, and ROI-driven performance marketing. With our support, you can establish a strong brand presence and increase your sales potential on the platform.

If you need further help in setting up and optimizing your Amazon marketplace, reach out to us by booking a demo.

FAQs About Ranking On Amazon

  1. How often does the Amazon search ranking get updated?

Amazon updates its search rankings on an hourly basis. But for a new listing to come up in the ranking, it can take anywhere between 24 to 48 hours. 

  1. What are some of the best Amazon SEO tools you can use?

Some of the popular Amazon SEO tools include Amazon Pi, Helium 10, Ahrefs, SellerApp, and AMZOne. 

  1. What is the Amazon SERP?

Amazon SERP(Search Engine Results Page) is the search results page that a user sees after submitting a search query on Amazon. 

  1. What is Amazon’s Featured Offer? And how does it work?

Amazon’s Feature Offer is nothing but your Amazon buy box. It is a section on the product details page that enables customers to add the product directly to their cart with a single click. The Feature Offer works by assembling products from different sellers, identifying which of those among them are reliable and offer the best deals, and finally, recommending that seller and offer as the default purchase option in the product details page. 

  1. Does Amazon A+ content affect SEO?

The short answer is Yes. A+ content does affect your SEO score. After all, it is an additional space for you to embed relevant keywords around the product. Also, the rich images help by offering more information to the customer. This can improve conversions, drive sales, and hence a better SEO score later on.