5 ecommerce marketing trends of 2018 and how to Implement those for your Shopify store

“Cheers to a new year and another chance for us to get it right.” - Oprah Winfrey

Here comes another year, and I hope you are back on the track with your Shopify store after the holidays. You should have already set your traffic and sales goal for 2018. In this article, we will go through 5 marketing trends which will help you to reach goals for your ecommerce business in 2018 and discussed how to adopt those for your Shopify store.

1) Focus on personalized and interactive experience:

Today’s customers have less time and lower attention span. Now, they have more things than ever, competing for their attention in their free time. This is the biggest reason more than 64% consumers want personalized shopping experience from retail brands.

Personalization and interactions make shopping faster and more convenient — two things that are highly valued in today’s society.

What you can do:

i) Use interactive chatbots: There are plenty of chatbots you will find for your Shopify store. I will suggest you to try Gobot Shopify app. You can configure these chatbots for interactive product recommendations, feedback collections, and many other tasks.

ii) Use personalized product recommendations: Recommend products depending on the behaviour of your customer on your store. Don’t just recommend what you wish to sell!

iii) Do laser focus retargeting: If you are running retargeting campaigns on Facebook or Adwords, make sure it’s not showing generic ads but based on customer’s behaviour or purchasing history.

iv) Send personalized emails: Don’t just send emails with a list of your products or with generic offers. Send email based on customer’s action on your store. Send personalized offer (e.g. coupon code with customers own name) , product suggestions or cross-sell emails.

2) Mobile traffic has surpassed desktop traffic:

Recent data has shown that that visits to retail websites via mobile devices have overtaken desktop traffic for the first time.

Global number of mobile commerce buyers in 2012-18 (Source: Statista)


Let us be clear: If you plan on running a successful ecommerce website, or any website, you absolutely must cater to mobile users. Not doing so is simply ignoring a majority of your potential customers. This has implications on how you optimize your Shopify store for mobile devices.

What you should do:

i) Improve mobile experience for your Shopify store. Even if most of the Shopify themes are responsive, they don’t always look great on mobile devices. Manually check all the important pages of your Shopify store on mobile devices and identify the scopes for further improvement.

Need help with small design fixes for your store? Get in touch with Carson Shopify experts.

ii) Focus on mobile search. If you are running search engine or Facebook ads, focus on mobile devices.

iii) Setup AMP pages for your Shopify store. Try Shopify apps like Rocket AMP for AMP version of your Shopify store.

iv) Send emails optimized for mobile devices.

3) Stories still win the hearts:

Over the last few years, ecommerce space has become very crowded. As a small Shopify seller, if you wish to compete with big retail brands and stand out from your competition then you need to harness the power of the storytelling.


A good story can turn a lifeless brand into one that has meaning—one whose image and values resonate with its target market. Communicating your brand's unique, personal story with the rest of the world is not easy to achieve. However, ecommerce stores who have been successful to craft a story around its brand and products, have become very successful.

How storytelling helps:

i) It helps you to create a brand image not just a business.

ii) Storytelling helps your customer to connect themselves with your brand on a personal level.

iii) Storytelling helps you to build trust and loyalty by humanizing your brand
What you can do:

There is no definitive method of crafting a story which works for everyone. However, there are few thing which may help:

i) Understand your audience. Create audience personas and figure out what can be the thing (emotion or passion) which connects your brand with your audience.

ii) Take inspiration from the ecommerce brands who have used storytelling successfully.

iii) Take help from any branding agency or craft your own story :)

4) Facebook is too crowded:

As of the third quarter of 2017, Facebook had 2.07 billion monthly active users! No doubt it’s the biggest social media platform and most lucrative for promoting your business.

The Facebook ad is something which every ecommerce sellers should try to harness. While some of you amy have tried Facebook ads and got great result from it, some of you may not be that lucky.

The recent problem with Facebook ads:

With a stiff rise in the no. of business promoting on Facebook, a user is constantly being bombarded with numerous ads on their timeline. Too many ads make the users' advertisement blind to some extent.

What you can do:

i) Laser target your audience for Facebook ads so that the promotions are super super relevant to your audience. Use retargeting ads profoundly.

ii) Experiment with targeting mobile users and with Instagram ads.

iii) Try other paid advertising channels especially Google Shopping.

iv) Explore influencer marketing.

5) Content remains the king:

Yes, you heard it right. Content is still the king of all the marketing channels. If you can tame the king, no one can stop you!

Now you may have known all the benefits of content marketing but still couldn’t afford your time and resources for it in 2017. However, it’s never too late to start.

If you are serious about growing your Shopify business then the content should be the thing you need to make your hands dirty with.

Where to start:

i) Decide the type of content depending upon your target audience and resource availability. Start with one content type. It may be blog posts, video or any anything else.

ii) Have clear goals for the content and align your content strategy accordingly.

iii) Create a plan to promote your content.

iv) Start creating your content :)

Conclusion: With a new year, come the new opportunities. Follow the marketing trends we discussed and adapt according to your business goals. It’s difficult to implement everything at a time. Prioritize the tasks and pick one today to start with.

Also, if you need any help with the small tasks for your Shopify store, our Carson Shopify expert team is always ready to help.

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