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Every company needs to make its products available to the customer. For this, they need to increase their range of customers. Channel management is a process where a company uses marketing and sales strategies to develop and expand the range of customers. This develops a good association between a customer and the product. The channels are the ways a company takes its product to the market. Companies can have different channels for different products. In advertising, the company uses channels like social media, television, newspaper, etc. to promote their product, so that it can reach the customers. While in marketing, the company uses channels like agents, retailers, vendors, wholesalers, etc. for the easy reach of their product.

E-commerce facilitates people to buy and sell products using the Internet. E-commerce channels are different from normal business channels.

Marketing and sales in e-commerce are commonly said to be the easiest but if you are starting it out, it is not going to be the same. The difficult part is choosing the correct channel to promote and sell the product.

Some e-commerce channels are

Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) Advertising is a channel in which a company that wants to advertise a product or service has to pay the publisher of a website or a search engine, every time the link of one of the company’s advertisements is being clicked or visited.


You can choose the channel for PPC by considering the volume of traffic on it, some of the channels which have high traffic are Google ads and social media, like Facebook Ads, Instagram Ads, etc. You can also post text ads, visual ads, and video ads.

Platforms for PPC

·         Google Ads

·         Facebook Ads

·         Instagram Ads

·         Microsoft Ads

Tools for PPC

·         SpyFu

·         Google Trends

·         Google Analytics



Search Engine Optimization

Search engines like Google, Yahoo, Bing, etc. Some popular search engines offer various marketing possibilities that will increase traffic to your specific sites. For increasing traffic to your site, you need to increase your score in SEO (Search engine optimization) score. A great SEO score will increase the spot on the search results of search engines. 

You can increase your SEO score by taking the following steps into consideration-

  • Take the latest trends into consideration while posting your ads.
  • Keywords will increase a good volume of traffic to your website, so do not forget to add them.

Tools to increase SEO

  • Yoast
  • SEMRush
  • Ahrefs


Shopping Engines

Make your products available for different shopping engines like Google Shopping, shopzilla, Shopify, etc. People can search in these shopping engines for some product, by increasing your product’s SEO score, your product will be on the top of these searched options. Due to which the traffic could increase on your product’s. For increasing traffic and to have a good SEO score, you should include keywords in your product description. Comparison shopping engines compare your products from the other seller’s product which are listed in different platforms. This will create a pricing competition between the sellers that will give a buyer a great deal. You need to monitor all the pricing of your competitive sellers to give a better deal.

Platforms for shopping engines

  1.         Idealo
  2.          PriceGrabber
  3.      Amazon 

Retargeting Networks

Retargeting networks is a marketing strategy in which an ad of your previous purchase or interest will often get displayed. For example, sometimes a customer adds a product to the cart but does not buy it for quite a long period, then retargeting ads get displayed on sites, email, or social media platforms.

Platform of Retarget Marketing

  • AdRoll
  • Facebook
  • Retargeter

Content Marketing

Content marketing will help your business narrative to engage with the customers. It will also increase your SEO score. Uploading blogs related to the business will engage your prospective customers in it. Like if you have a travel related business, so you can post a blog on travel stories, write about the beauty of a certain place which will make people want to explore that place, write about the food and culture of a certain place, etc. This will engage customers in reading and knowing about a place to explore. You can add related keywords on the blog, which will increase the traffic on your blog. Like people who want to travel, they mostly search ‘top travel destination’ so you can use this keyword in your blog. So that your blog will appear on the search options. Managing SEO in content marketing is very important.

Platforms for content marketing

  • WordPress
  • BuzzSumo
  • Semrush

Tools for content marketing

  • Google Analytics
  • Grammarly
  • Canva

Social Media Network

Shopping engines or sites such as there are a large number of people on social media networks. You even find all your potential customers on it irrespective of the age. As now you will find users from all ages on it. You will find your targeted customers easily and also in chunks. By posting regular social media posts, this would create traffic about your business. Social media has a very strong reach and this would be a potential platform for the business to make their product and services reach available to the prospective customers.    


Platform on social media networks

  • Instagram
  • Facebook
  • Twitter
  • YouTube
  • Reddit

Tools to increase traffic in your social media network

  • Hipsocial
  • SocialPilot
  • Zapier

Affiliate Networks

Affiliate marketing means using another third party trustworthy network to promote your product and services. The third party promoter could be a website or a person, they can post ads, videos, and post on their respective platforms, so that the product or the brand can reach their network. For promoting the product they take some amount as commission, if any potential customer goes to buy the product or services via their platform or network. For example if you want to promote your product through a famous social media influencer, then you need to pay some amount to them as commission everytime a customer gets to buy your product from their network.

Platform for affiliate marketing

  •         CJ affiliate
  •       ShareASale
  •   ClickBank
  •   Awin

Tools for affiliate marketing

  • Semrush
  • Post affiliate Pro
  • Google

Email Marketing

Email marketing is a common and potential marketing channel for e-commerce businesses. By sending email to the potential customers regarding the product and services will increase a good amount of traffic for your business through email. It is an effective way to reach the mass of customers in a short period of time. You can also target your potential customer and send emails only to them like, if your business provides any women related product then your targeted customers would be women. 

Tools for email management

  • G-mail
  • HubSpot
  • Mailchimp
  • GetResponse

Online Market Platform

Online marketplaces like Amazon, eBay, Etsy, etc give platform to the products and services of the e-commerce sellers, so that buyers will get a reach to buy it. As online platforms have a wide range of options to select from, customers get an option to compare the products and prices and then buy it. As these platforms have built trust in their users, so most of the users buy from these sites without any doubts and second thoughts. Sellers need to pay some amount of fee to these online marketing platforms to make their product available on their sites.

Platform for online marketing platform

  • Amazon
  • eBay
  • Walmart

Tools for online marketing platform

  • Google Analytics
  • Marketo

To get help in choosing an accurate channel for your e-commerce business, visit Rey Ecom Ops.