Indeed, the last two years have been pretty turbulent in the world of fast-moving eCommerce. Due to ever-changing consumer behavior and the growing competitive bar, over the last couple of years, most of the serious marketing faux pas were committed by every eCommerce firm, which had a potential to threaten the growth and customer loyalty.
In this reflective thought leadership piece, 21/full-of-experience industry thought leaders share their opinions on what, according to their observations, is the biggest marketing mistake that’s still being committed by today’s eCommerce companies.
From neglecting customer retainment and the relevance of SEO to not customizing content for different markets, professionals remit very important lessons learned from their experiences.
Prioritize Customer Retention
A common error eCommerce brands make is overlooking post-purchase engagement. Many focus solely on acquiring new customers and fail to nurture existing ones. Companies have missed out on repeat sales because they didn’t implement email campaigns or loyalty programs.
One client was losing repeat business, so we introduced a post-purchase email series with product recommendations and special offers, which boosted repeat purchases by 20%. Focusing on retention, not just acquisition, is crucial for long-term growth in eCommerce.
Shane McEvoy, MD, Flycast Media
Focus On SEO Strategies
eCommerce websites are the current winner in Google’s algorithm for SEO traffic. Not focussing on SEO is a big mistake for eCommerce—and this goes beyond technical SEO and product pages.
Most online shops ignore category pages that are most likely to be served in the organic results. If someone looks for an office chair, they will find a category page, not a product page. Lastly, informational content gets completely ignored.
E-Commerce stores can build topical authority and more so expertise and trust with their audience by providing informational content—written and in video formats.
Sascha Hoffmann, Lifecycle Marketing Consultant, SH Media
Optimize Product Descriptions
The biggest mistake that I’ve seen ecommerce vendors make is not optimizing their product descriptions for search engines. Besides Google, shoppers will search within the ecommerce platform itself. The same thing goes for Pinterest, YouTube, and ecommerce stores on Facebook and Instagram. Each of these platforms have internal search engines that rival Google. Besides that, Google indexes posts from the social media networks!
It seems that vendors are anxious to get their products up, but if they don’t write keyword-centric descriptions, searchers won’t find them. That’s the purpose of SEO—Search Engine Optimization—to come up when someone is searching for what you have to offer. This is no time to be lazy!
Take some time to do some keyword research to determine what are the most searched-for keywords in your product category.
By the way, the “If you build it they will come” theory doesn’t work. You must post daily on social media, do videos and blog about your products. Ecommerce is highly competitive. Look at what your main competitors are doing, then do more of it and better.
Giselle Aguiar, Marketing Consultant, AZ Social Media Wiz
Adapt Content to Culture
I would say one of the major, big mistakes I’ve been seeing is companies not adapting the content and campaigns for different cultural contexts, particularly when it comes to international expansion.
There’s been this tendency these past couple of years for brands to go for a global approach to their marketing messaging: “What works here will work there, and we can translate this content and copy abroad.” But if you don’t spend the time tweaking and adapting, and just go in with the exact same messaging, you’re often not going to find that in many other markets it will find good traction, or it won’t resonate with the audience.
Not to mention that, if a brand ran the same ad in the same way in two different countries without using country-specific holidays, consumer behavioral approaches or language nuances, the results would likely be lower sales figures and a tarnished brand image that could have been prevented with some simple customization.
If brands in the future want their eCommerce offerings to be an international success, they should invest in both market research and local expertise to ensure that not only campaigns are translated but truly culturally adapted.
Patrick Beltran, Marketing Director, Ardoz Digital
Utilize Data-Driven Decisions
In the past two years, some of the biggest marketing mistakes I\’ve seen from eCommerce companies include:
- Neglecting Data-Driven Decisions: Too many brands rely on guesswork or outdated strategies instead of letting data guide their marketing. This leads to wasted ad spend, missed opportunities, and poor customer targeting. Tools like Google Analytics, Shopify’s data dashboard, or advanced attribution software should be used consistently.
- Ignoring the Power of Video: Video content has been on the rise, yet some companies are still lagging in video marketing. Whether it’s unboxing videos, product demos, or customer testimonials, video builds trust and drives higher conversion rates. Brands that haven’t adapted are missing out on massive engagement.
- Overlooking Mobile Optimization: Mobile traffic has overtaken desktop, but not all eCommerce sites are fully optimized for mobile experiences. Slow load times, clunky interfaces, or nonresponsive design have led to lost sales for many brands.
- Underestimating the Importance of Customer Retention: Many brands focus on acquiring new customers but fail to nurture their existing ones. Loyalty programs, personalized email marketing, and customer feedback loops should be a priority. Neglecting these can hurt long-term growth and profitability.
These errors can be rectified with a more agile, data-centric, and customer-focused approach, especially in a constantly evolving eCommerce landscape.
Connor Gillivan, Entrepreneur, Owner & CMO, AccountsBalance
Build Organic Presence
One of the biggest mistakes we’ve seen eCommerce companies make is relying too heavily on paid ads without building a strong organic presence. Many businesses pour money into ads expecting instant ROI, but without an engaged organic audience, those clicks rarely convert into long-term customers.
I had a client who spent tens of thousands on Facebook ads, but their website lacked SEO, and their social profiles were barely active. We had to shift focus toward content marketing and SEO, which helped them achieve sustainable growth.
The key takeaway? Paid ads are great for short-term gains, but don’t neglect organic efforts like content and social engagement-they’re the backbone of long-term success.
Sahil Kakkar, CEO & Founder, RankWatch
Own Customer Attention
One of the biggest mistakes I’ve seen eCommerce companies make recently is relying too much on paid ads without building out their organic channels.
It’s like putting all your eggs in the “renting attention” basket instead of owning a space in your customers’ minds long-term. When you stop paying for ads, the traffic dries up, and you’re left with nothing.
The real kicker? I’ve watched companies blow thousands on ads while ignoring things like email marketing, customer retention, or SEO-which are basically free money makers if you invest properly.
It’s like forgetting to water your garden and wondering why the plants won’t grow.
Austin Benton, Marketing Consultant, Gotham Artists
Adapt to Market Changes
One of the biggest blunders is failing to adapt to shifting consumer behavior. During the pandemic, many companies didn’t pivot their marketing strategies to reflect the new online shopping dynamics, missing out on opportunities to connect with their audience in meaningful ways.
Another common mistake is neglecting customer retention. While acquiring new customers is essential, eCommerce businesses often overlook the importance of nurturing existing relationships. Companies that invest in loyalty programs and personalized marketing see higher returns than those that solely focus on attracting new clients.
Many eCommerce brands have also struggled with their content strategy. Some have either inundated their audience with irrelevant content or, conversely, created too little. A balanced, thoughtful approach to content-tailored to the audience’s needs-can significantly enhance engagement and conversion rates.
Finally, underestimating the power of data analytics can hinder growth. Not leveraging insights to refine marketing strategies can result in missed opportunities for optimization. Avoiding these mistakes can set eCommerce businesses on the path to sustained success.
James Parsons, CEO, Content Powered
Invest in Organic Growth
One of the biggest marketing mistakes I’ve seen eCommerce companies make over the past two years is relying too heavily on paid ads without investing in organic growth. I’ve worked with businesses that poured their budgets into ads only to see their return on investment plummet due to rising costs and changing algorithms.
Another common mistake is failing to optimize for mobile. With mobile traffic accounting for most eCommerce visits, ignoring mobile-first design can drive away potential customers.
Lastly, neglecting SEO while chasing short-term gains is a massive oversight. I’ve seen businesses focus solely on immediate sales, ignoring the long-term value of organic traffic, which is more sustainable and cost-effective in the long run. These mistakes often lead to wasted resources and missed opportunities.
Marcus Clarke, Owner, Searchant
Adapt to Consumer Behavior
One of the biggest marketing mistakes e-commerce companies have made over the past two years is failing to adapt to changing consumer behavior—particularly the rise in mobile shopping and social commerce. Many businesses continued to rely on desktop-centric strategies, neglecting the need for mobile-optimized websites and streamlined mobile checkout processes, leading to higher bounce rates and cart abandonment.
Another significant mistake has been over-reliance on paid advertising without diversifying marketing channels. With rising ad costs and increased competition on platforms like Google and Facebook, many companies have seen diminishing returns but failed to invest in alternative strategies like organic social content, SEO, or influencer marketing.
A third common misstep has been neglecting personalized customer experiences. Companies that didn’t leverage customer data to offer tailored recommendations, personalized emails, or dynamic retargeting have missed out on significant revenue opportunities. As customers expect more personalized interactions, a one-size-fits-all approach can alienate potential buyers.
To avoid these pitfalls, e-commerce companies should focus on mobile optimization, diversifying their marketing channels, and enhancing personalization to meet evolving customer expectations. Staying agile and customer-centric will ensure sustainable growth in the competitive e-commerce landscape.
Omer Lewinsohn, General Manager, Marketing Expert, Management.org
Create Brand Cohesion
I’ve noticed some significant marketing missteps that eCommerce companies often make. One of the biggest mistakes is failing to create a cohesive brand identity across all platforms. Many brands treat their website, social media, and email marketing as separate entities, leading to mixed messages.
Another common error is not utilizing user-generated content. Some companies overlook the value of showcasing real customers using their products. We actively encourage customers to share photos of their kitchens featuring our cabinetry. This builds a community and provides authentic testimonials that resonate with potential buyers, making them more likely to convert.
Many brands also underestimate the importance of educational content. Instead of just pushing promotions, companies should provide valuable information that helps customers make informed decisions.
Josh Qian, COO and Co-Founder, Best Online Cabinets
Prioritize Customer Feedback
In the past two years, some of the biggest marketing mistakes eCommerce companies have made include neglecting customer feedback. Many brands failed to listen closely enough when customers voiced concerns about product quality or service issues. Ignoring this feedback often led not only to lost sales but also damaged brand reputation as dissatisfied customers turned to competitors.
Another common mistake was relying too heavily on social media algorithms without understanding their limitations. Some companies invested heavily in ads without diversifying their marketing strategies or engaging with audiences organically. This often results in wasted budgets when algorithm changes reduce visibility without notice.
Lastly, many eCommerce businesses overlook the importance of personalization in marketing campaigns. Generic messaging failed to connect with customers who increasingly expect tailored experiences based on their preferences and behaviors. Companies that adapted quickly by implementing personalized marketing strategies saw better engagement rates and customer loyalty.
Azam Mohamed Nisamdeen, Founder, Convert Chat
Personalize the Experience
One of the biggest marketing mistakes eCommerce companies have made in the past two years is focusing too heavily on paid ads without investing in organic growth. Many brands poured large budgets into paid media campaigns, but without a strong foundation in SEO or content marketing, they failed to build lasting visibility. As a result, once ad spending was reduced or halted, traffic and sales took a sharp dip.
Another critical mistake has been ignoring the importance of personalization. With so much competition in the eCommerce space, generic messaging doesn’t cut it anymore. Companies that didn’t leverage customer data to create personalized shopping experiences or product recommendations lost out on customer loyalty and repeat sales. What’s more, those who neglected user experience-slow-loading sites or poor mobile optimization-saw high bounce rates, even with increased traffic from their marketing efforts.
David Abraham, CEO, Bluesoft Design
Optimize for Mobile Users
One of the biggest marketing mistakes eCommerce companies have made recently is neglecting mobile optimization, which leads to poor user experiences and significant lost sales opportunities.
Additionally, many have failed to personalize their marketing efforts, resulting in lower engagement and conversion rates. Ignoring customer feedback has also been a critical error, as it prevents companies from making necessary improvements and addressing customer pain points.
Furthermore, inadequate content marketing has limited brand visibility and authority, while poor use of data analytics has led to ineffective campaigns and wasted resources.
Lastly, overreliance on paid advertising without a balanced strategy that includes organic growth can lead to unsustainable marketing costs. Addressing these issues can significantly enhance marketing effectiveness and drive better results.
Ramon Khan, CMO & Cofounder at Alloy, The Alloy Market
Maintain Brand Identity
A mistake I’ve noticed a lot in eCommerce over the past couple of years is the over-reliance on social media trends, especially with platforms like TikTok and Instagram Reels.
I’ve seen businesses invest heavily in creating viral content, hoping for that one big break, but often they overlook their brand’s identity in the process. Take TikTok challenges, for example—brands jump on these trends thinking it’ll translate to immediate sales, but if the content doesn’t align with their core messaging or values, it falls flat. You might get a surge in views, but it doesn’t necessarily lead to long-term customer loyalty.
We’ve learned to be selective about the trends we follow. We’ve found success when we incorporate trends that resonate with our audience-such as personalized groomsmen gift ideas-but we always make sure the content feels authentic to our brand. The key is finding a balance between staying current and staying true to what your brand represents.
Chris Bajda, E-commerce Entrepreneur & Managing Partner, GroomsDay
Test Prices and Promote
During the pandemic, eCommerce businesses flourished. Now that things have stabilized, eCommerce brands are still using the same strategies they used during the pandemic. Also, the state of the economy has changed. I say that to say this: a lot of businesses are not doing price testing and promotions. Consumers are looking for deals. The company that offers the best deal will win the customer.
The second thing is content. Every eCommerce company needs to be a media company. Have a strong content strategy to tell and share your product story. The biggest marketing mistakes eCommerce companies have made over the past two years are not price testing and needing a content strategy.
Windy Pierre, eCommerce Growth Marketer, Windy Pierre Dot Com
Connect With Customers
I’ve witnessed firsthand the power of marketing that puts human connection first. Surprisingly, it’s a lesson many brands seem to have forgotten in the rush to automate and optimize.
The biggest marketing mistake I’ve seen eCommerce companies make over the past 2 years? Losing the human touch.
In the pursuit of efficiency and scale, many brands have leaned heavily into automation:
- Chatbots replace customer service reps.
- Generic email blasts flood inboxes.
- Algorithmic product recommendations replace curated collections.
While these tactics can drive short-term metrics, they often come at the cost of genuine connection. Customers are left feeling like just another data point, not a valued human being.
Our marketing is guided by a simple principle: Treat every interaction as an opportunity to create a meaningful human connection.
A powerful example: When a customer reaches out about a product issue or concern, they receive a personal response from a real team member, often myself. We listen deeply, empathize, and go above and beyond to find a solution.
The result? Lifelong brand advocates who feel genuinely seen and supported.
Our commitment to human connection weaves through every marketing touchpoint:
- Storytelling that showcases the real people behind our products and mission.
- Personalized product recommendations based on individual needs and preferences.
- Proactive check-ins to ensure customer satisfaction and gather feedback.
In a world of increasing automation, brands that prioritize authentic human connection will stand out and build lasting loyalty.
Michelle Ebbin, Founder, JettProof
Leverage Customer Data
Another common mistake is overlooking customer data. Too many eCommerce companies fail to analyze and leverage the data they collect, missing out on opportunities for personalized marketing.
I worked with a company that wasn’t using its customer purchase history to inform its email campaigns. Once we helped them implement data-driven segmentation, their email click-through rates increased by 40%, and repeat purchases went up significantly.
In eCommerce, data is your best friend. Use it to understand your customers’ behavior and tailor your marketing efforts accordingly—automation tools make this easier than ever.
Victor Julio Coupé, Partnerships Manager, Digital Web Solutions
Meet Customers Needs
As an ecommerce marketing agency, I’ve seen many brands make mistakes that cost them revenue and customers.
One client spent heavily on social ads but had a poor mobile checkout experience. They lost 43% of sales and didn’t realize it until we streamlined their mobile site. Always optimize for how your customers actually shop.
Another missed influencer marketing and live streaming trends. By the time they pivoted, competitors had pulled ahead. It’s crucial to keep up with social commerce innovations.
One thought marketing automation could replace real customer service. They invested in chatbots but sales tanked as people felt ignored. Automate where possible but never lose the human touch.
The biggest errors are failing to meet customers where they are—on social, on their phones, following influencers. Optimize the experience, nurture real relationships, and stay on the cutting edge. Do that, and revenue will grow.
Josh Hook, Agency Owner, Hook’d IT Up