eCommerce Pillar 4: Acquisition & Retention

Imagine doubling your revenue without doubling your marketing spend. Acquisition efforts bring in fresh faces, but customer retention is where real growth takes root—transforming a one-time buyer into a repeat customer and a steady source of revenue.

Acquisition and Retention together make up the fourth pillar of eCommerce. Let’s discuss how top brands create lasting connections that fuel immediate sales and long-term loyalty.

Pillar 1: Strategy Pillar 2: Technology Pillar 3: Customer Experience

Pillar 4: Acquisition & Retention

Understanding acquisition in eCommerce

Customer acquisition is about getting the right audience—the people who are your target market and ready to buy. A solid acquisition strategy uses the right marketing channels that have the most impact, whether through organic search visibility, paid ads, or social media engagement. Here are a few key strategies that drive acquisition.

Search engine optimization (SEO)

SEO is the foundation for driving organic, high-intent traffic. By optimizing for search engines, you can capture people who are actively searching for your products or solutions.Then again, you have to remember that content should be crafted for humans, not search engines. Writing solely for algorithms and crawlers often leads to content that feels unnatural and fails to engage real readers. Effective SEO balances keyword targeting and technical tweaks with engaging, value-driven content that resonates with your audience.

When you focus on creating content for humans first, the right people are more likely to find—and connect with—you. Learn how to do SEO for your eCommerce site.

Paid search & social advertising

Paid ads are a quick and measurable way to get visibility across search engines and social platforms. The key is to create highly targeted campaigns where audience demographics, behavior, and intent guide ad placement. Platforms like Google Ads, Linkedin, Facebook, and TikTok allow brands to attract new customers through sponsored content tailored to each platform’s audience behavior. Learn how paid search and social ads can work for you.

Emerging channels – TikTok & social commerce

Reaching younger, highly engaged audiences is possible through platforms like TikTok, where brands are tapping into social commerce. TikTok Shop, UGC (user-generated content), and influencer partnerships amplify brand visibility, allowing brands to connect with audiences on platforms they already love. By integrating social commerce strategies, businesses can grow acquisition organically while riding the trends. Check out TikTok for eCommerce brands.

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Retention—keeping customers engaged and loyal

While acquisition introduces new customers to a brand, retention is where sustainable growth is realized. Retention strategies aim to turn one-time buyers into loyal customers, building a base that not only buys again but also advocates for the brand. Here are some key ways to build customer loyalty and maximize long term value.

Email & SMS marketing

Email and SMS are powerful channels to keep customers engaged with targeted messages, exclusive offers, and timely reminders. A well-structured SMS and email strategy can nurture customer relationships over time, with updates on products, sales, or personalized recommendations based on past purchases. When combined with automation, these channels can reach the right customer at the right time and drive repeat purchases and deeper customer connections. Learn how email and SMS marketing can help with retention.

Conversion rate optimization (CRO)

CRO also helps with retention as it improves customer acquisition. A smooth, user-friendly experience keeps customers coming back by reducing friction at every touchpoint—from product discovery to checkout. By analyzing customer behavior and testing different design elements, CRO helps optimize the shopping experience by creating a journey that keeps them engaged and happy over time. Explore CRO services that improve user experience and conversion rates.

AI marketing automation

AI has become a force to be reckoned with for personalized customer engagement. Through data-driven insights, AI-powered marketing automation can predict customer behavior and personalize at scale, so every touchpoint is relevant and timely.

For example, AI can automate product recommendations based on browsing history, adjust messaging based on engagement, or trigger re-engagement emails after periods of inactivity. This level of personalization not only drives sales but also builds loyalty by making customers feel heard and valued. Discover the impact of AI marketing automation on customer loyalty.

So, these retention strategies build on the brand’s relationship with the customer and get them to come back and become repeat customers. By getting both acquisition and retention right, eCommerce brands can stay in the market for good and grow revenue long-term.

Learn more about retention strategies from our guides

Comprehensive performance marketing for eCommerce success

To thrive in today’s competitive eCommerce market, you must adopt a comprehensive approach to performance marketing. This involves strategically using data-driven insights and multichannel strategies to drive engagement, conversions, and customer loyalty. By leveraging tools like product feed management and marketplace support, you can expand your reach, streamline operations, and ensure a consistent presence across various platforms.

Marketplace & Amazon management

Marketplaces like Amazon are a great way to reach new customers, but they can be overwhelming if not managed properly. To get the most out of your presence on marketplaces, you need to optimize your product listings, carefully manage your ad spend, and closely monitor your performance. If you want to succeed on marketplaces, scandiweb’s marketplace management services can help you increase your visibility, acquire new customers, and retain old ones. Learn more about eCommerce marketplaces.

Product feed management & ad creative services

High-quality, accurate product feeds are essential for successful advertising across platforms. Product feed management ensures that your inventory is consistently and correctly displayed, enhancing your brand’s presence on channels like Google Shopping and social media ads.

Compelling ad creatives, designed specifically for each platform and audience, are also crucial to grabbing the attention of potential customers. The combination of well-managed feeds and engaging visuals helps ensure that your ads resonate with your target customers, leading to higher click-through and conversion rates. Find out more about product feed management.

Social media management (SMM) & social commerce

Social commerce is on the rise, and platforms like Facebook, Instagram and TikTok are no longer just places to showcase your brand—they’re sales channels. An effective social media management strategy can help you create a cohesive and engaging brand presence across social channels, increasing your brand awareness and encouraging customer interaction. User-generated content (UGC) and influencer marketing are great ways to build trust and drive interest, turning social followers into customers. Explore scandiweb’s social media management services.

By implementing a comprehensive performance marketing strategy, you can connect with customers at multiple touchpoints, adapting to their preferences and habits. This holistic approach not only boosts immediate sales but also builds a foundation for sustainable growth by continuously engaging and re-engaging audiences.

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Conclusion

Acquisition and retention aren’t separate goals—they work together to fuel long-term growth for eCommerce brands. By strategically combining SEO, paid advertising, CRO, email marketing, and AI-driven automation, businesses can create a powerful approach that brings in new customers and strengthens loyalty among existing ones. A well-rounded acquisition and retention plan can maximize both short-term and long-term revenue, setting the stage for lasting success in the competitive world of eCommerce.

Drive sustainable growth with a smart traffic and acquisition strategy. scandiweb can help you attract the right audience and convert them into loyal customers—fill out the contact form below to start building your path to success.

Quickly jump to the other pillars of eCommerce here

Pillar 1: Strategy Pillar 2: Technology Pillar 3: Customer Experience

Pillar 4: Acquisition & Retention

Lina Ivanova

Acquisition & Retention Strategies: How to Attract and Keep Customers for Life