With 31% of retail purchases expected to take place online by 2025, eCommerce offers a huge opportunity for businesses selling physical products. But with that figure forecast to remain steady through 2028, growth won’t come from market expansion alone.

Instead, businesses need a proactive strategy to build and maintain a strong online presence — one that captures customers at the moment of purchase and builds brand trust along the way.

Success depends on tailoring your strategy to your strengths, goals, and product offering. We do this by using commerce-focused formats like Shopping Ads and retargeting, and by segmenting your product catalogue and audience to ensure the right users see the right products at the right time.

Strong reporting is key to the success of any marketing channel — and in eCommerce, it’s essential for turning data into insight and insight into action.

While purchases and revenue are the primary goals, tracking the smaller steps in the buyer journey helps reveal what truly influences conversion. This includes high-intent behaviours like reading buyer guides, comparing products, and checking reviews — all of which signal genuine interest before a sale.

Visibility into the checkout process is equally important. By analysing each step of the flow, we can spot friction points, optimise conversion rates, and ensure more “add to cart” actions turn into completed purchases — ultimately helping you maximise return on investment.