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4 Strategies to Gain Competitive Advantage in Ecommerce

As a nation, we’re lovers of online shopping. With many of us finding it more convenient and more cost-effective. Despite shops reopening 17.2m Brits plan on switching to online shopping permanently.

4 Strategies to Gain Competitive Advantage in Ecommerce

Whether you’re solely an eComm business or you also have a physical shop, there’s no denying the buying power that comes with having an easy-to-use eComm store.

But in such a saturated market, how can you make your site stand out? We have four simple strategies for you to try today.

Use Ecommerce Metrics

In order to grow as a business, you must first understand what the data is telling you about your site.

Taking the time to thoroughly understand your eCommerce KPIs and understanding where performance and processes can be optimized can be the key to gaining a competitive edge.

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Start by looking at your conversion rates, cart abandonment rates, traffic, average transaction value (ATV), etc.

Notice if there are any trends, for example, do consumers get to the cart and discover there’s a large delivery charge? In which case, can you include delivery for free or add delivery charge information on the product pages, that way it’s not a surprise?

Taking the time to understand the data will help you understand the thought processes of the users as well as figure out what’s driving them to come to your site and then click “buy”.

Focus on the Customer Experience

User experience (UX) is a driving factor in not only creating conversions but creating loyal customers. Optimizing your website design, by adding functionalities like Click & Collect, elements of personalization, easy navigation, and secure payment facilities can all help improve these metrics.

Using eCommerce platforms like Adobe Commerce can help you create a fully customisable and optimisable UX. Not only will these help you monitor UX and conversions, but you can tweak the various elements to help you get it right.

Target a Specific Audience

Targeting a specific audience will allow you to focus your spending on people who are more likely to convert. In such a saturated market, more users aren’t always better as you’ll be competing with more brands – who potentially have more spend behind them.

We already know that more and more users and being persuaded by social media platforms like TikTok and Instagram to make purchases, so why not take the time to find your specific audiences on these platforms and use targeted marketing. This approach will lead to long-term gains despite you targeting a narrower range of people.

Invest in SEO

Ultimately to gain any advantage over your competitors it’s a pay-to-play market. Investing in your SEO and PPC will instantly increase your traffic. SEO will increase the number of customers who are able to find your product or service and PPC will help you advertise to specific customers online.


The key to a successful campaign is understanding who your audience is, what it is they’re looking for and showing them how you can help.


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Join Our Small Business Community

Get the latest news, resources and tips to help you and your small business succeed.