Digital Marketing: Ecommerce Positioning Strategies
Estimated reading time: 10 Min
Digital marketing actions, positioning strategies for ecommerce, lead capture, content marketing, Have you heard of these practices and their importance for the growth of youronline store?If you haven't done it or are interested in knowing more about the topic, you can't miss this article.
To talk about the topic, we interviewed Rubén Bastón Meira at EcommerceAlCubbo, Director of the online magazine Marketing4eCommerce, with a presence in Spain, Mexico, Colombia, and Chile; who is also Director of the Master in Ecommerce at Kschool and co-author of the book Ecommerce: How to Set Up an Online Store and Make It Sell?
Don't stop reading these good tips! They will be very useful to take your brand to another level.
Is digital marketing important for ecommerce?
There are ecommercewhose core is purchasing, knowing how to search for brands and the right product. For others, their differentiator is in the supply chain, where instead of going through six steps, they streamline them and reduce them to three to make the process more efficient. However, if digital marketing is not executed ideally, it will be useless to have the best product or the best distribution chain; If they are not made known, it will be difficult to stand out.
On the Internet it is essentialdigital marketing. If we think of a traditional business, where a central location is chosen in a city, the place already has a local audience, all the people who pass by the store represent an opportunity to be known, even if you do not implement any communication action andmarketing. On the web it is different, if you don't do marketing no one will visit your ecommerce, traffic is only generated when you start doing SEO, advertising, PR, communication activities, if you don't move to make yourself known, you don't exist.
Read also: 6 indicators that you cannot stop measuring in your ecommerce
How have you seen the growth of ecommerce in recent years, comparing Europe and Latin America?
At the level of digital evolution,marketing and ecommerce, each region presents a different growth, in my view, between Europe and Latin America, first there are countries like South Korea, Japan and China that are on a much higher scale, followed by the United States, the United Kingdom, Germany, France, Spain, Portugal, Italy, Mexico, Colombia and Chile.
The good thing about having reference markets is that they show you what is going to come. In Germany, the United Kingdom and France, for example, there is a level of penetration ofecommercevery high, but not from people who buy once, but from users who repurchase. Spain is twice as purchasing frequency as Mexico, while, in terms of market volume, they are similar, although Mexico's potential allows us to estimate that, in one or two years, it will be double or triple that of the Spanish market, since there are many more Mexicans than Spaniards.
Will the same evolution of ecommerce be seen in all countries?
Not at all, the ecommerce has a local development with different characteristics. Of the three markets that I mentioned ahead of Spain, one of them is Germany, where the most common means of payment is cash on delivery, as in different Latin American countries. Rather than being an issue of distrust due to fraud, as occurs in other territories, in this country they have the culture of paying for the product only after receiving it and seeing that it truly works for them.
In fact, in Germany they have return rates inecommerce very high, since they are used to ordering three sizes of shoes, trying them on and returning the two that do not fit. So, if you want to play in the German league, you must consider a price that absorbs this situation.
On the other hand, in places like Mexico and Colombia, we must stop associating the internet with fraud, obviously cases occur, like anywhere, but what what ecommerce brands should do is adopt well-structured payment solutions that do not allow customers to leave due to excessive security controls, but that do not endorse fraudulent purchases either; Fraud exists, but there are many ways to control it.
Read also: Ecommerce in Latin America, growing by leaps and bounds
In Latin America there is a purchase differentiator in delivery time. Does this happen in Europe?
In Spain, a logistical differential ofecommerceIt is about giving the customer the choice of delivery date and time, but not for free. There is the option that is included with the purchase of the product and other additional ones with specific shipping dates and times, according to the customer's needs, which have an associated cost that the online user chooses to pay or not.
To compete with increasingly demanding delivery times, rely on an operator that combines technology and urban capillarity. A fulfillment in Mexico City allows you to bring inventory closer to the buyer, enable more precise delivery windows and sustain marketing campaigns with logistical promises that are fulfilled.
IncreasinglyecommerceThey also allow the buyer to choose with which logistics company they want their product sent, or at which nearest convenience point they want it to be dropped off, in case they cannot receive it at their home or work. We have to know our client and give them the options that add value.
digital marketing ecommerce
What are the main challenges to boost online sales from marketing?
The main challenges are in branding, that is, in assuming that theecommerce“does not sell products”, the product is a commodity that is available anywhere,online storesThey sell trust, they sell service, so you must worry about providing that differential to the user that leads them to buy from you.
When we think ofecommerce successful, we generally refer to those with extensive catalogs, such asMarketplace, which offer different options and categories so that the customer buys again, since they will only be profitable if there is loyalty, a habitual repurchase. However, there are also other niche models that also work because they have a very specific connection with the user.
An example of the above would be specialized software for golfers, whoever plays golf will feel clearly represented in that product, they will think that the ecommerce is speaking directly to you. You have to project thedigital marketingalways from the target audience, clearly identifying what their needs are and providing value, going beyond just the product.
We have to understand that the product is competitively just a click away, the customer will find the same product or one very similar in differentonline stores, where a contribution of value in logistics so that the buyer receives it sooner and better, or a contribution of value in the service before, during and after the purchase to seek customer loyalty and repurchase, will make the difference. In conclusion, have added services for the client and make them known through thedigital marketing, will make him choose you.
What do you recommend to entrepreneurs to venture into ecommerce?
Understand that when someone ventures intoecommerce, the finished website does not exist. You launch a website and that is the beginning, you have to improve and enhance it, you have to have a philosophy of constant trial and error, optimizing the conversion to sales ratio of youronline store.
There are certain minimum standards of course, for example, that your ecommerce is responsive, has a good search engine, a payment gateway, a customer service chat where there are people behind it, not just a chatbot (people often get frustrated talking only to machines, and seek to go from that cold experience of being in front of a screen to turning it into something warmer), among others.
There is never an absolute solution. According to an electronic commerce study carried out in Spain with almost a thousandecommerce, the type of payment gateway that converts the most changes every year. Two years ago, it was the four-step one, last year it was the two-step one and now, it is the three-step one. There is no magic solution, users evolve and we are forced to constantly test.
You have to think, I'll start with this and we'll try. If I change a color, what happens? If I place a new option in theecommerce, What's happening? If I go from 4 steps at check out to 2, what happens in the conversion?
Read also:From scratch to Ecommerce, everything you need to know to create your online store
What are those good digital marketing practices that ecommerce should follow?
Let's start by considering that there is currently a high dependence on organic positioning, and based on this, many business plans are stillborn, since they expect that a ecommerce that is just starting out, have half your traffic from Google in the first year, this isn't going to happen.
Opening anecommerceis to start a path towards positioning, aonline storeone year old will have by far 10 or 20% of its traffic organically. At first you will have to bet on strategies ofdigital marketingon social networks and on the blog, the latter as an investment that little by little positions itself on Google.
At the beginning you will have to invest in advertising, in Google Adwords, in social Ads; The mix you make of the two channels will depend on your type of product. If it is an impulse purchase, for example, like a watch that you see, you like, you get excited and you buy it, ads on social networks will work very well.
If it is a thoughtful purchase, ads on Google will be better, for those who are looking for the product, compare options and decide which supplier to choose. You have to know the product and the user, to understand how you are going to draw your marketing strategy.marketing.
There is an important point: content marketing. How to get the most out of it in the ecommerce?
This component is very important. It must be understood that SEO iscontent marketing, if you want to position your ecommerceon Google, there is no other way than to have a website with a lot of content. But the content marketingIt is not only on the blog, the content can perfectly be in the static part, in the main part of the website where you can have product comparisons.
Our digital marketingstrategies must always be results-oriented, in the end, our objective is the sale. In this case, we must consider that, on average, only 1% of our online visitors will buy, to increase this figure, strategies such asemail marketing strategies will allow us to continue nurturing the user, for this, a micro objective prior to the purchase is registration.
This is what makes most of most ecommerce brands have that prominent banner sign up here to receive our Newsletter. If 99% of visitors do not buy, but we get 10% to leave their email by offering a free e-book with valuable content, we will have new opportunities to get them to buy. The above is part of a philosophy aimed at capturing leads through content.
I have an ecommerce, How do I stand out in the customer's inbox when sending email marketing?
If you don't stand out, you're not doing it right. When you have aecommerceand you capture a visitor's email to send them weekly newsletters with a product, until they buy, you are wrong, this does not add value.
You must think about your client's needs. For example, if you have a user in your database who has bought a $2,000 bicycle from you, he is not going to buy another bike from you, at least in one or two years, so you cannot be sending him new bikes to buy from you, because you are going to annoy him, he is going to send you to promotions and he is not going to open up to you.
What is that client interested in? Content related to how to clean your bike, how to change the chain, what are the best brakes on the market, it doesn't matter if you don't sell them, you are adding value to that person, the one who, when they need to change their bike or knows of someone who wants to buy, will remember you because they have been reading your email.
That is the level of attraction we should look for. Many times we worry more about being attractive on our social networks than in email. Social networks are full of practically unknown people who have given us a like, which is much less valuable than email, we must pamper those who have left us their email and provide them with great content.
You should ask yourself: What can I contribute that will interest them?, and not just send spam. The above does not mean that you cannot, from time to time, send an email with valuable content that includes an interesting offer, but this commercial content must be very limited.
Should ecommerce comply with the marketing rule: 10 valuable content for 1 promotional content?
We have always heard about 80% pleasant content, compared to 20% own content, product content, self-promotion. Others say the ratio is 10 to 1; They are references, the important thing is to understand that we must be in the mind of the consumer, who, if we do a favor, will want to return it, hence the importance of being generous in the value contribution that we deliver to the potential client.
3 factors that generate a high impact on ecommerce?
* The brand.The important thing is the weight of the brand. If we see the trends, each update that Google makes is to give more weight to users' brand searches, where those who already generate trust will be the best treated at the level of organic positioning.
* The product and its differentiation.You need the product to be different, it is important to reflect on what we sell and try to have your own brand.
*The service. In the end, it's really what's going to set you apart from everyone else. Make sure that, even if the product is similar, what will convince the buyer is that there are people behind it, someone who is at their service, who advises them, who gives them value.
3 things that happen today that won't happen in the future?
1. I don't buy from thisecommercebecause I'm afraid of being scammed. Online shopping will become more common in people's daily lives every day.
2.I have to go down to Oxxo to pay for my order. Banking will continue to spread.
3.Heecommercewill deliver my product to me in four days. Fast deliveries are going to be standardized.
Digital marketing news and updates for ecommerce in 2026
As of January 2026, digital marketing for ecommerce is being redefined by three forces:search with AI, more demands on privacy and measurement, and social channels that already close sales within the platform. This does not invalidate the bases (SEO, ads, email, content), but it does change how it is prioritized and how it is executed.
The biggest update is on Google: the search experience has been filled with answers generated with AI, and alsoSearch and Shopping ads have started appearing within those responses(AI Overviews), progressively expanding to more surfaces.
For an ecommerce, this means that part of the “click to the blog” is reduced and theproduct presence: correct feeds, clean titles and attributes, updated prices and consistency between website and catalog.
Related to this, Google reinforces product visibility without direct payment throughfree listings, which can appear in Search, Maps, YouTube, Images and also on surfaces associated with Gemini. In 2026, many stores lose sales for something basic: not having Merchant Center or product marking properly configured. If the token is ineligible or incomplete, it disappears from a growing portion of the showcase.
Second update:measurement and remarketing with more friction. Google has pivoted toward a model ofuser choiceregarding third party cookies in Chrome and keeps pushing Privacy Sandbox.
Practical translation: attribution is more unstable and “old-fashioned” segmentation is increasingly less reliable. The 2026 focus is to buildfirst party data: email and telephone capture with incentives, loyalty programs, post-purchase surveys and more robust measurement (for example, server side when it makes sense).
Third update that directly impacts sales:email marketing with tougher deliverability rules. Gmail requires from February 2024, for large volumes,authentication (SPF, DKIM, DMARC)and facilitate unsubscription, and this has become a standard that many ecommerce have had to professionalize.
In 2026, email is still a top channel, but only if the technical and relevance aspects are taken care of: healthy lists, real segmentation and less “catalogue spam”.
Fourth update:messaging as a conversion channel. Meta pushes formats likeAds that click to WhatsApp, which convert especially well when there are doubts, medium high ticket or need for advice. The change here is tactical: it is no longer just “having WhatsApp”, it is designing a conversation system with timing, scripts, tagging and tracking so that it is not a black hole of leads.
Fifth update:real social commerce in Mexico. TikTok Shop officially landed in Mexico in February 2025, and in 2026 it is already a channel that mixes content and transaction. To take advantage of it without burning margin, the critical thing is to align marketing with operation: synchronized catalog, reliable stock, clear shipping rules and a post-purchase that does not break the experience.
In summary, digital marketing for ecommerce in 2026 is earned withperfect catalog and data for search engines with AI, first party data to survive the new measurement, and conversational and social channelsconnected to an operation that delivers as promised. If all of that is tied up, the “good practices” in the post go from advice to a system that scales.
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