Selecting the right digital marketing agency is a critical decision for your ecommerce business. Whether you’re a small startup or an established retailer, a strategic partnership with the right agency can drive real, measurable growth, improve profitability, and solidify your brand in the competitive ecommerce landscape. We’ve put together a comprehensive guide on what to look for in a retail & ecommerce digital marketing agency to set your business up for long-term success!
Focus on Profitability and Business Economics
A strong ecommerce digital marketing agency prioritizes your profitability. To do this, they must understand your business economics thoroughly, including:
- Cost Structure: What are your fixed and variable costs?
- Margins: What’s your gross profit on each sale?
- Customer Lifetime Value (CLV): How much revenue can you expect from a customer over time?
- Target ROAS or CPA: What return on ad spend (ROAS) or cost per acquisition (CPA) is sustainable for scaling your business?
Agencies that dive deep into these metrics demonstrate their commitment to your long-term success. Their goal shouldn’t just be to spend your ad budget but to optimize campaigns in a way that delivers profitability and growth. A good ecommerce marketing agency will develop a strategy that increases lifetime value and decreases cost per acquisition. They will also tell you if a platform isn’t viable based on your costs.
Accurate and Effective Ecommerce Tracking is a Must
A reliable ecommerce digital marketing agency knows the importance of accurate tracking before any campaigns go live. Whether your online store is on Shopify, WordPress, Magento, or another platform, tracking ensures you can measure campaign performance effectively. Key tracking practices include:
- Setting Up Pixel and Analytics: Platforms like Google Analytics and Meta’s tracking pixel provide critical data about customer behavior. Tracking should be set up with CAPI and Google Tag Manager where possible.
- Setting UTM Parameters: Every link that you put out on the internet (through ads, social media, email marketing, etc) should have a uniform UTM parameter set on it. This will allow you to track performance in Google Analytics, Shopify, and any other analytics platform you are using. Make sure your marketing agency is doing this!
- Validating Attribution Models: Agencies should help determine how sales are attributed to your campaigns, so you can confidently reinvest in winning strategies.
- Diagnosing Tracking Gaps: No tracking system is perfect, but a great agency minimizes discrepancies and provides actionable insights.
Tracking accuracy is foundational—it’s the compass guiding your marketing strategy. Without it, even the best campaigns can lead you astray. We partner with third-party attribution platforms (like Ad Beacon) to give an extra layer of tracking. You want as much coverage as possible in tracking, so taking the time at the beginning of the campaign is essential (even if it can be a bit painful!).
Creative Strategy and Development for Ecommerce Brands
Your digital marketing agency’s ability to craft and execute a robust creative strategy can make or break your campaigns. High-performing ads aren’t just pretty—they’re strategically designed with the end customer in mind. Look for an agency that:
- Includes Creative Development in the Contract: Creative services shouldn’t be an afterthought. They should be integral to your strategy.
- Runs Rigorous Testing: Testing multiple versions of copy, imagery, and video ensures that your campaigns resonate with your target audience.
- Understands Audience Pain Points: Successful ads address your customers’ needs, fears, and desires while standing out in crowded digital spaces.
Agencies that excel in creative development are worth their weight in gold because they understand how to connect with your audience authentically. When interviewing potential agencies, ask to see a creative portfolio and try to understand their creative strategy methodology. Additionally, you should ask if the agency works with any content creators to get new content as needed – this will be essential to scaling the campaigns.
Transparent Reporting and Communication
Clear and consistent communication is essential when working with any ecommerce marketing company. Before signing on, ask about their reporting practices:
- Frequency of Updates: Weekly reports are standard for performance tracking, while monthly calls are ideal for strategic discussions.
- Report Transparency: Reports should break down metrics like ROAS, CPA, customer acquisition trends, and platform-specific performance (e.g., Google Ads, Meta Ads).
- Over-Optimization Caution: Meeting too often can lead to premature adjustments. A good agency knows when to optimize and when to let campaigns run their course.
Transparency fosters trust and ensures you’re always in the loop about your campaigns’ performance.Multi-Platform Expertise
Ecommerce marketing is a dynamic field that requires expertise across multiple channels. While many agencies may specialize in a single platform, the best ecommerce digital marketing agencies offer a holistic approach that includes:
- Meta (Facebook and Instagram) Advertising: For visually driven, conversion-focused campaigns.
- Google Ads (Search, Shopping, and Display): To capture high-intent buyers actively searching for your products.
- Email Marketing: To nurture customer relationships and increase repeat purchases.
- Affiliate and Influencer Marketing: For additional revenue streams and brand awareness.
- TikTok, Pinterest, or Other Niche Platforms: Depending on your audience and product offering.
A multi-platform strategy allows you to diversify your marketing efforts and mitigate risks associated with relying on a single source of traffic.
Ecommerce Expertise Matters
Ecommerce isn’t for the faint of heart. From supply chain disruptions to fluctuating ad costs, the challenges are numerous. That’s why you need an agency with direct ecommerce experience. When vetting potential partners, look for:
- Relevant Case Studies: Have they worked with businesses similar to yours? Success in industries like fashion, home goods, or wellness can indicate they understand your unique challenges.
- Proven Results: Metrics like ROAS, CPA reduction, or increases in CLV show their strategies work in real-world applications.
- Knowledge of Ecommerce Trends: Agencies that stay ahead of the curve with emerging platforms and tools can give your business a competitive edge.
Whether you’re selling handcrafted jewelry or gardening supplies, ecommerce presents unique obstacles—and opportunities. An agency that’s seen it all can help you navigate these with confidence.
Choosing the right ecommerce digital marketing agency isn’t just about finding a partner to run ads—it’s about building a long-term, strategic relationship with experts who understand your business. The best agencies combine profitability focus, technical expertise, creative innovation, transparent communication, and specialized ecommerce knowledge to help your brand thrive. When searching for the ideal retail & ecommerce digital marketing agency, prioritize those that align with your goals, demonstrate experience, and show a commitment to your success. With the right partner, you can scale your business, enhance your brand, and achieve sustainable growth in today’s competitive digital landscape.
If you are looking to scale your ecommerce brand, reach out to us! We can set up a call to assess your readiness at no cost.
