Best Marketing Channels for E-commerce Businesses

Online marketing is a widely used and ever-growing form of marketing for e-commerce businesses. Research from eMarketer found that online marketing grew by 26% in 2020, and 17% in 2021, which implies an estimated growth of 11% year-on-year.

An E-commerce site is a place to sell and buy products and services online. The website or application used is a tool or channel to promote the brand and act as a contact point for the customer.

In Thailand, COVID-19 had a significant impact on e-commerce businesses. In 2020 online sales increased by 80% from 2019. In contrast, offline stores saw a 10% drop in sales. The top products purchased through e-commerce platforms are clothing, furniture and home decoration items, personal belongings, and food and beverages. 

This growth rate reflects customer behaviour, and shows that brands need to start selling on e-commerce channels to grow their businesses.


ช่องทางการตลาดสำหรับ e-commerce

Marketing Channels for E-commerce Businesses

E-commerce marketing channels can be divided into 2 types:

  • Organic Channels – these are free channels that can be used to promote a brand. An example includes using a non-paid approach on social media platforms.
  • Paid Channels – Paid marketing channels for e-commerce businesses allow brands to advertise and promote products and services through intermediaries.


Recommended Marketing Channels for E-commerce Businesses

SEO Marketing

Search Engine Optimisation (SEO) is well-known as a high-quality, organic way to promote online brands. Nowadays, most brands use this tool, which creates stiff competition for your business. What’s more, brand such as Google are always releasing new rules and regulations, which you must take time to understand if you want to do SEO properly. 

SEM Marketing

Another marketing tool is Search Engine Marketing (SEM). SEM differs from SEO as it uses paid ads, also known as Pay-Per-Click (PPC). SEM can make a big impact on new brands and offer short-term results when they’re needed. 

Email Marketing

Email Marketing allows you to directly promote products, services, activities, and promotions to customers. This channel is economical and creates a high impact.

Social Media Marketing

Social media platforms have a huge influence on society nowadays. Social media marketing is the top way to promote brands, do PR, announce brand communications, and build trust. Additionally, this tool allows brands to reach new target audiences and sell directly to them through the social media platform. 

Affiliate Marketing

Another great marketing channel for e-commerce businesses is affiliate marketing which enables you to work with influencers who will promote your brand. There are many platforms that provide a service for brands and third parties to work together, so you’ll need to do some research to find the one that best suits your needs. 



The various marketing channels for e-commerce businesses provide different results; therefore, it’s important to select the right tools to match your requirements. Moreover, you must keep up to date with your target audience, competitors, and current trends in order to understand and adopt a strategy that will provide you with the best results.