9 E-commerce Trends for 2021 You Need to Know

The past 12 months have had more impact on e-commerce and customer behavior than any other time in the years and decades before.

In fact, recent data from IBM’s U.S. Retail Index shows that the coronavirus pandemic has sped up the shift from physical to online stores by around 5 years.

The sudden shutdown of physical locations and the shift to online helped the global e-commerce industry grow. Consumers who were forced to stay at home had to find another route to getting their daily needs.

That route was e-commerce and online shopping.

But as these shifts took place, new trends both for e-commerce and advertising emerged.

In this article, we’ll be tackling the e-commerce trends for 2021 that you need to know to help your online store make it through the year and beyond.

How has e-commerce changed in 2020?

As buyers turned to online shops for their needs so did physical stores.

On-ground stores resorted to the internet not only to be in contact with their customers but also to stay afloat and grow their business.

Many physical businesses who launched their website or rather refurbished their websites to handle the move to online shopping reported doing well in April 2020, according data by Brightpearl.

Small and average-sized e-commerce retailers said their annual revenues grew by 15% in April 2020, the report adds.

But e-commerce wasn’t the only industry or segment that was affected by the coronavirus. Online payments witnessed leaps across the globe.

According to the Q3 2020 COVID-19 Impact on Global E-commerce and Online Payments report, US consumers said they were “willing to change their shopping behaviors to adapt to the new reality.”


They also said they were likely to continue using “contactless payments even when the health crisis wanes.”

A Business Insider report on digital payments projects that credit card payments will grow to $1.82 trillion in 2024 from $1.75 trillion in 2019.

“High credit appetite and robust rewards programs…will entice spending and help the segment tick up, though growth will be slower than inflation,” it said.

E-commerce statistics you need to know

E-commerce was massively impacted in 2020.

To see the e-commerce trends for 2021 clearly, let’s first look at some e-commerce statistics to denote the impact.

–         Shopify reported a 94% year-on-year surge in revenue in Q4 2020 to $977.7 million, it said in February.

–         Sales across Shopify in the Black Friday-Cyber Monday long weekend recorded $5.1 billion compared to $2.9 billion in the same period of 2019.

–         In the UK, online retail sales jumped 74% year-on-year in January 2021, marking the largest growth rate since the first lockdown in March last year.

–         The UK’s “online sales accounted for a record 35.2% of all retail in January 2021,” according to data from the ONS

–         E-commerce penetration in the US accelerated by 10 years in a 90-day period in 2020, reaching around 33%, according to data from McKinsey.

E-commerce trends 2021

2020 was a year unlike any other. But 2021 picks up where its predecessor left off – in a way.

The year 2020 laid the foundation for e-commerce and e-payment growth for the years to come.

Here’s what experts and reports predict will be the e-commerce trends of 2021 and beyond.

1. New shopping habits

It’s no surprise that shopping habits or rather ‘new shopping habits’ are at the forefront of the 2021 trends for e-commerce.

The pandemic has forced customers and consumers to shift the way they buy, whether it’s groceries or clothing or furniture. Everything has changed.

“The biggest catalyst for e-commerce growth has always been the industry’s ability to break the general consumer’s time-worn habit of physically visiting stores,” notes Kevin Zhang, e-commerce entrepreneur and creator of the Branded Niche e-commerce program, in a Forbes piece.

Older generations who previously preferred in-store purchases are now discovering the benefits and convenience of online shopping.


It is likely that these older generations will continue their e-commerce shopping behavior even after physical stores reopen at full capacity, Zhang adds.

Another trend that’s been clear in 2020 was the buy online, pick up in-store (BOPIS).

Research shows that the BOPIS e-commerce trend is likely to continue well into 2021. Data from Brightpearl shows that 41% of consumers plan to increase their BOPIS trend in 2021.

BOPIS is likely to become “a mandatory requirement” for retailers who want to grow their overall sales.

2. Marketplaces are on the rise

Although many businesses are creating websites to accommodate online shopping, consumers look at what’s more convenient for them first and foremost.

Many of the newly-created e-commerce sites are unable to keep up with increasing traffic. They also struggle to provide adequate shipping options.

That’s why many shoppers are looking at marketplaces like Amazon and Etsy.

“As shoppers realize [that] shopping in a marketplace is easier and more convenient than shopping on multiple e-commerce stores – with the mental satisfaction of 2-3 day shipping and free returns on most items and most marketplaces, consumers will expect the same from all other e-commerce sites,” RANDYS Worldwide’s Nick Hayes explains.

3. Delivery is key to success

One of the e-commerce trends of 2021 is delivery. And the way businesses deliver their products is key to their success.

However, in 2020 as many businesses were faced with a shift to online and the need to deliver and ship their products to consumers, new problems arose. One of those was unreliable delivery.

This lag in delivery resulted in a weakening confidence among consumers, many of whom were only just starting to shop online.

Nearly 40% of online shoppers suffered order delays in 2020, according to BrightPearl.

E-commerce businesses should put delivery and shipping at the top of their strategies for 2021 if they wish to succeed and grow.

They’ll need to be flexible and focus on the speed of their delivery, having various fulfillment options like home delivery and BOPIS.

4. Trust is essential for consumers

Consumers like brands they trust. When shifting to online, they’ll search for retailers who can deliver “a consistent buying experience,” according to My Total Retail.

This consistent buying experience was badly affected by the move from physical to online stores.

The top buying experience issues reported were: delivery problems, issues with returns, communications, online payment, and general poor experiences.

If you’re an e-commerce business and want to offer a memorable experience and create loyal customers, then these points should be at the top of your list.

5. More tech spend for e-commerce businesses

It’s no surprise the spending on technology will increase in 2021.

Around 68% of retailers are projected to increase their spending on technology over the next 12 months, according to Brightpearl.

The top initiatives e-commerce businesses will focus on are social media marketing, web personalization, and expanding their online payment options.

6. The need for analytics is ever-growing

One of the best tools for measuring the impact of anything online is analytics.

The need for effective analytics that support online shopping and growth will be a major e-commerce trend for 2021.


Many e-commerce stores look at the click-through-rates (CTR) and where their sales are coming from.

E-commerce businesses will need to focus more customer segmentation and use it to better understand their customers and drive their business and marketing strategies.

2021 trends for advertising and marketing

Not only will e-commerce trends for 2021 be affected by consumer behavior but also by marketing and advertising.

Here are some trends that play a role in the e-commerce marketing and advertising sphere.

Dentsu’s Ad Spend Report 2021 expects ad spend to increase by 10.8% in India compared to 2020, which is the highest rise in ad spend globally.

The UK is expected to see the second highest rate of 10.4% in 2021 from a year earlier. Ad spend in France, Canada, and Italy are likely to “experience healthy growth” at 8.9%, 7.2% and 5.9%, respectively, the report says.

In terms of ad market share, the US dominates with 37.9%, followed by China in second place with 17.6%, and Japan and the UK at third and fourth with 9.9% and 5.1%, respectively.

7. More marketing as more people shop online

The pandemic has changed the way people shop and where they shop. It has changed both their behavior and their buying psychology.

This, in turn, has offered new and massive opportunities for small businesses.

In addition, new niches have come into play or rather niches that didn’t have much traction. An example of this is the rising need for sanitation products as people seek to keep themselves safe from the pandemic.

8. Video ads are on the rise

With more people going online and more social media platforms coming to the forefront, e-commerce businesses have an opportunity to reach more and conquer more.

Video marketing is making major headway across platforms like Snapchat, TikTok, Instagram.

The social platforms themselves are making deals and taking advantage of the growing number of video viewers worldwide. In 2020, Facebook announced the launch of Instagram Shops, while Shopify announced a partnership with TikTok.


The Shopify-TikTok deal allowed merchants to “create and connect their TikTok For Business account and deploy In-Feed shoppable video ads directly within Shopify. Merchants select which product they would like to feature, and video ads are automatically generated that drive to their Shopify stores for checkout,” explains Shopify.

9. Using AI for better experiences

In the past few years, there’s been a rise in artificial intelligence (AI).

In 2021, AI will take the e-commerce space by storm. Many apps and startups have already emerged on the scene.

The main application and use of AI in e-commerce has been machine learning and chatbots.

If you have an online store and you’re offering recommendations to your customers based on previous purchases and their search history, then you’re using AI. And kudos to you!

Did you know that Converted.in uses AI to power customer segmentation to create automated ads for businesses like you?

Make these e-commerce trends work for you

Whether it’s e-commerce or marketing trends, it’s important to make these ideas work for you and your business.

But how?

One of the top benefits of e-commerce in general, and e-commerce marketing in particular, is the presence of analytics.

Every day analytical tools emerge and offer strong opportunities to measure the impact of marketing, sales, as well as internal efforts to improve products and services.

Using analytics, like segmenting your customers and looking at where your traffic is coming from, can help you understand your customers better.

This means you can offer them better experiences and build long-term relationships which translate into higher customer lifetime value.

Seize the opportunity

The pandemic has changed many things. Some for the worse and maybe some for the better.

For one thing, it has sped up advancements and offered new opportunities in the world of e-commerce.

It has made people think, buy, shop, spend, and live differently.

As an e-commerce business, it’s your job to heed these trends and use them to your advantage.

Business is a learning process and with a pandemic there’s more opportunity to learn and experiment. Businesses who didn’t change and adapt their model and advertising to the new norm were hurt badly, while many had to close shop.

Though this year offers many obstacles for e-commerce, it also offers many opportunities.

You can start seizing one of these opportunities when you sign up with Convertedin and explore our AI software that segments your customers multiple audiences and lookalike audiences for your business.

[Guide] The Complete Guide to Ads Automation Using Convertedin

Ads Automation is the newest thing in ads. It’s what many online businesses are doing and what many e-commerce stores and shops want and need.

That’s why we have created your complete and go-to guide on Ads Automation and how Convertedin makes the process a piece of cake for businesses.


  1. What Is Ads Automation?
  2. What Is Convertedin?
  3. What Is Automating Data Collection and Customer Unification?
  4. What Is Automation Segmentation?
  5. What Is Audience Automation and Lookalike Audience Creation?
  6. What Is Automating Ads Creation?
  7. What Types of Campaigns Are Supported by Convertedin?
  8. What Is Facebook and Google Pixel?
  9. What Is Catalog Automation?
  10. What Is the Onboarding Process?


Store owners, e-commerce business, and media buyers often struggle with customer data and how to use that data to create audiences, ads and campaigns, and reach their ideal customers.

It’s true, despite the upgrades provided by social and digital marketing channels like Facebook, Twitter, and Google, it’s still no easy feat to have everything in one place.

The targeting and ads creation process is still time-and-cash-consuming and involves many errors.

But what if you could zoom in on a customer and target them directly?

What if, instead of creating audiences and individual ad campaigns, everything could be done for you, easily and effectively with no human error?

Business would be a lot easier, right?

If the hassle of creating audiences, targeting and segmenting them, and then selling to customers is something that has ailed you for some time, then the solution to your problem is: Automation.

And we have just the tool.

Read on to find out what ads automation is, how you can collect customer data, segment customers, create ads, and lots more, automatically.

What Is Ads Automation?

Ads Automation is the process of creating ads automatically based on data you provide or those generated for you.

Automated ads remove the guesswork involved in advertising and reaching audiences.

In other words, if you have an audience ready, Convertedin can easily target them and generate lookalike audiences and then target and retarget them for you.

What does Convertedin do in Ads Automation?

If you don’t have an audience, Convertedin will generate the most suitable and compatible audience for your business and then generate lookalike audiences, and launch campaigns and retargeting options without you having to lift a finger.

What Is Convertedin?

What does Convertedin do in Ads Automation?
What does Convertedin do in Ads Automation?

Convertedin is an ads automation platform that helps e-commerce businesses, marketers, and media buyers manage data, audiences and ads campaigns seamlessly and effectively.

You no longer have to go through each campaign or ad set manually.

If you already have some customer data ready, you can upload it to the Convertedin CRM, which will convert this data into segments and then audiences to be targeted.

The Convertedin CRM will also create unlimited segments for your customers, based on either initial data you provide or data provided by Pixels installed on your website.

Convertedin’s segmentation system will manage segments and create new ones based on your visitors and their behavior.

From these segments, you will be able to target potential customers, reach out to people who browse but never purchase, and understand your customers and how they react to your store much better.

Convertedin offers you multiple digital channels for your ads campaigns, including but not limited to Facebook, Google Ads, and Twitter.

What Is Automating Data Collection and Customer Unification?

Any business needs to collect data about its customers so it can sell to them and reach more customers and expand its footprint.

However, the process of collecting customer data is strenuous to say the least.

Not to mention, you not only have to collect data, but also ensure that it’s not scattered, duplicated or lost.

automate data collection
automate data collection

At Convertedin, everything is about automation. This includes tools to make even the most annoying tasks simple and manageable.

What does this mean?

The Convertedin platform goes through all the data on your website or e-commerce business, including new and old customer data, creates customer profiles, and combines it in one place. In other words, Convertedin unifies all the data.

Any interaction between your business and your customer, such as website visits, adding to cart,…etc, the Convertedin platform will log that event and add it to your Convertedin account.

In other words, you no longer have to worry about scattered data and wasted ad spend.

In fact, having unified customer data means you can tailor ads based on your knowledge of your customer’s purchasing history and accordingly recommend relevant products to them.

This increases customer loyalty and can generate more sales.

And the best part?

All this is done on autopilot. Which means you save time and effort, cut costs, and save money while advertising.

What Is Automation Segmentation?

Segmentation is the process of dividing customers, users, buyers, or any type of people into groups or segments.

Segmentation is looking at customers from an analysis and analytics perspective.

This segmentation process helps you learn more about your customers and divide them into groups so you can target them with ads.

If you want to sell men’s shaving cream, your target segments should therefore be men in several age groups.

It would be pointless to have women in that category. That’s what a segment is for.

Customer segmentations
Customer segmentations

Once you connect Convertedin to your data source, the tool begins the segmentation process, giving you an unlimited number of segments to use based on the size of your business.

You can literally have 1,000+ segments for your business, allowing you to reach specific customers and generate more sales.

There are two main types of segments available on Convertedin. These are:

1) Pre-defined Segment: This includes 27 user segments such as high-spending customers, low-spending customers, idle customers, one-time shoppers, loyal customers…etc.

2)    Dynamic/Generated Segment: These segments are generated based on data available from your business’s website.

Each product in your store will have the following three main segments:

–          Customers who bought the product

–          People who added the product to their cart but didn’t buy

–    Customers who are likely to buy from you based on Convertedin’s AI recommendation engine.

So, for example if your business sells shampoos for colored hair, each shampoo product will have the above-mentioned three segments.

Once you have created your segments, it’s time to take them to the next level which is transforming them into an audience that can be used in ad.

With Convertedin, this process is automated as well. 

What Is Audience Automation and Lookalike Audience Creation?

So far we have covered data collection and segmentation. Now we move on to the next part, which is creating audiences and lookalike audiences.

What is an audience?

An audience is your target customers. It’s those people you have segmented into groups that are now going to be targeted with your ad campaign.

Creating an audience may not be a difficult task, but how about creating hundreds and thousands of audiences?

Not so easy anymore, right?


That’s what Convertedin does. It segments your customers, turns them into hundreds and thousands of audiences and targets them on social media and Google through several ads.

There are three types of audiences Convertedin works with. These are: Custom audiences, lookalike audiences, and dynamic audiences.

Let’s go into detail about each type of audience.

Custom Audience:

A custom audience is an ad targeting option that lets you, as a business, find your current customers on platforms like Facebook.

In this case, you will need to upload resources like customer emails, customer lists, web and mobile app traffic, or customer engagement on the platform to create a custom audience.

You don’t need to upload all of these, just one of them will do.

In other words, these are your current customers. They know you and may have previously shopped from you before.

Join Convertedin’s private Facebook Group The Ads Automation Family for more tips, insights, and conversations on ads automation.

Lookalike Audience:

A lookalike audience is an audience that has similar qualities to your custom audience. They are people who act like your customers and are therefore potential customers for you.

Facebook explains it best. It describes the lookalike audience as “a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.”

In addition, Facebook says that when it’s time to grow your business, that’s when you use your custom audience to create a Lookalike Audience.

For example, Convertedin creates a segment called “high-spending customers.” It then turns them into an audience (called “high-spending customer audience”) to use in an ad campaign. After that, Convertedin will create five lookalike audiences based on that audience.

Dynamic Audience:

A dynamic audience is for companies and e-commerce businesses who have a product catalog, particularly a Facebook Product Catalog.

If you don’t have a catalog, you won’t be using this type of audience.

Now that you’re familiar with the audiences, let’s see how this lines up in the ads creation process.

Imagine the number of audiences and lookalike audiences and the time, effort, and money needed… what if this can be automated to save all 3?

Convertedin is all about optimization and automation. So the process of creating the above mentioned audiences and creating ads campaigns is a piece of cake.

Everything is done via the Convertedin account. You won’t have to do a thing, except save a ton of time and lots of precious dollars.

Next step?

Automating Ads Creation

Now that you have your audiences ready, it’s time to move on to ad creation or rather the automation of the ads creation process.

Normally, Automated Ads is a feature offered by platforms such as Facebook and Google. The process involves machine learning and artificial intelligence to build and run ads with minimal content during setup.

But how many ads can you run at the same time?

Or better how many ads can you keep up with at the same time?

Not a hundred, we can guess.

That’s what Convertedin does. We take the hassle out of the process and ads are created based on the audiences and everything is run automatically from your Convertedin account.


And yes, you can run hundreds of ads at the same time.

Let’s say one of your customers was targeted with an ad campaign. They clicked the product or added it to their cart, but never purchased it.

In a retargeting campaign, this customer is at the top of the list. They are interested but need to see your ad a couple more times to make the purchase.

Using the hundreds and thousands of audiences the Convertedin tool has created, Convertedin takes on the targeting and ads creation.

No manual work or need to hire a team, which means saving time and money, not to mention sparing yourself a massive headache.

Convertedin generates all the data and enables you to run as many as 1,000 ad campaigns as you like.

What Types of Campaigns Are Supported by Convertedin?

Like everything to do with advertising, there are various types of campaigns your business can work with.

Here is a laydown of the campaigns, Convertedin works with:

1)   Prospecting: This is a kind of cold reach. Basically, these are customers your business has never interacted with before.

This campaign is created based on a lookalike audience of people who previously purchased from your business.

In other words, you have an audience of buyers, these are new people but who are similar to your buyers.

2)  Retargeting: Once people from lookalike audiences take action (such as clicking on a product), they become part of a retargeted audience.

In addition, customers from your current audiences are retargeted as an upsell.

They have previously purchased a product, so Convertedin shows them similar or related products that they are more likely to need and buy.

Moreover, any person who comes to your website, as long as you have included the Facebook Pixel, will be added to your audiences and retargeted automatically.

3)     Dynamic Prospecting: This applies to Facebook. The social media platform checks who has entered your website or online store and creates an audience of people similar to them. It’s like a dynamic lookalike audience but no one uses this term.

4)     Dynamic Retargeting: Whenever a customer accesses an item on your product catalog, the moment they log in on Facebook, they will see an ad with the item they viewed in the catalog.

Once a customer enters your website or online store, they are automatically included in your audience lists and can easily be retargeted as a potential buyer.

What Is Facebook and Google Pixel?

When you’re advertising a product or business, it’s important to track where your customers are coming from, where they are going (on your site or store), and what they are doing there.

The way to do this through the Facebook Pixel and Google Pixel.

A pixel is a piece of tracking software that you embed in your website or online store to track customer movement and engagements.

The pixel shows how your customers are moving about, acting, and reacting within your website.

It not only gives you more information about customer behavior, but also gives you insights on your customers.

Once you embed the pixel, Convertedin uses the data available on your website and creates audiences, lookalike audiences. It then retargets potential customers who are more likely to buy from you.

Depending on your business needs you can include the Facebook Pixel, the Google Pixel or both, and we recommend having both if you plan to use Google Ads.

What Is Catalog Automation?

A catalog is a list of your products with pictures and details for each product.

Creating a catalog for your business is a time-consuming task. Not to mention, it involves a significant amount of donkey work.

There’s also the time and effort wasted when you need to update your catalog or worse edit parts of it.

If you’ve created a catalog before or uploaded one to Facebook, you probably know what we’re talking about.

One of the top problems businesses struggle with when it comes to the catalog is syncing the product list on their website with Facebook.

Also, have you struggled with un-updated inventory? A customer adding a product to their cart but on checkout, they can’t buy it because it’s not there?

Have you had to review and make changes to your product catalog to ensure everything is where it should be?

By understanding all of these problems, Convertedin allows businesses to automate the entire catalog upload process.


By connecting Convertedin with your website and inventory, the tool delivers data directly to Facebook and maintains inventory-related data.

You no longer have to worry about your inventory not syncing with Facebook or items missing.

This is Catalog Automation. It helps your business focus on more important things like pricing and driving sales.

You can call it magic!

What Is the Onboarding Process?

Last but certainly not least, Convertedin provides customers with an easy-to-follow-and-use guide. Also known as the onboarding process.

The onboarding process will take you step-by-step through all the information you need to fill in order to start generating audiences, segments, lookalike audiences, and create campaigns and ads.

It may sound complex but the truth is: it isn’t.

Why create a complex process when the aim is to facilitate things for businesses?

The onboarding process shows you how to find the data you need, how to compare segments, results, campaigns,…etc.

Are you ready to get started with ads automation?

Sign up today and let Convertedin take away the headache and drive customers to your store.

Don’t forget you can join Convertedin’s Facebook Group The Ads Automation Family for more tips, insights, and conversations.

What Is Marketing Automation? How Does It Work?

When you’re running a large business or managing marketing campaigns across multiple audience segments, creating individual campaigns becomes a bore, not to mention terribly tiring. That’s why marketing automation was born.

What Is Marketing Automation?

Marketing automation is a software or technology that allows marketers to conduct their marketing processes and campaigns across various channels automatically, or as we say in Convertedin, on autopilot.

Using marketing automation, or automated marketing, marketers and businesses can target and reach customers using automated messages via email, websites, social media, or even text.

Marketers and salespeople can also use automation to create online marketing and sales campaigns automatically so they can drive more business, revenue, and enhance overall efficiency of their ads.

Used effectively, marketing automation can easily reduce the load for repetitive tasks, such as social media posting, email marketing, and ad campaigns, allowing marketers and employees to focus on other problems and processes within the business.

Moreover, automation reduces the risk of human error and is not only efficient but also allows businesses to create “a more personalized experience for their customers” and facilitates the overall process, according to HubSpot.

“Marketing automation helps with lead generation, nurturing, and scoring, as well as with measuring overall [return on investment (ROI)] on campaigns,” notes SalesForce.

It adds that the benefits of automated marketing such as time-saving and cost-cutting become clearer as an organization or company “grows in size and complexity.”

“Good marketing automation systems are designed to scale alongside your business,” SalesForce says. 

At Convertedin, we not only offer marketing automation and automated ads, but we help businesses create customer segments on autopilot.

According to data by The Annuitas Group, businesses that use marketing automation to nurture prospect enjoy a stellar 451% growth in qualified leads.

How Does Marketing Automation Work?

Put simply, this form of marketing allows business to collect customer data through a variety of sources and customer interactions.

These include, but are not limited to, website visits (including actions taken on the site), email marketing, social media, and mobile app usage (if available).

In other words, these actions form data which help a business form a 360-degree customer view, offering businesses better customer insights.

After that, the marketing automation software takes charge of creating customer segments and targeting to reach the right audiences on a large scale.

Which Platforms Allow Automated Ads?

As you can expect, the top social media platforms offer marketers the chance to automate their ads. You can find these options on Facebook, Twitter, and Google.

Still, there are downsides to using the platforms’ automated ads. For one, you still have to do a lot of legwork to get the ads done right.

At Convertedin, we take out the hassle of that legwork and allow you to automate across both platforms with the same customer segments you have created.

As your business grows and adds more customer segments, Convertedin automatically adds them in your segments and targets them across several platforms.

Understanding the 360-degree View of Your Customer

When working in marketing, there are many aspects that come to light that need to be addressed. On top of this list is anything to do with your customers, particularly their data. Hence, the 360-Degree Customer View was born.

Having customer data is of utmost importance to businesses nowadays. But the problem is that most of this data is scattered as customers interact with brands and with each other across multiple platforms: social media, mobile apps, in-store, on-ground, via websites, and more.

So how do you combine all of this and reach your customer? That’s the focus of today’s topic: the 360-Degree Customer View.

What Is a 360-Degree Customer View?

A 360-Degree Customer View is being able to collect all of your customers’ data in a single place. This data can include, but is not limited to, basic information such as names, telephone numbers, email…etc.

It also includes past and present billing information, purchasing activity, their interactions with your customer service representatives, and last but certainly not least, their social media behavior.

With the never-ending increase in online apps, people are getting drawn to personalized experiences that tailor to their needs. That’s why integrated approaches like the 360-degree customer view have become a hot topic now.

What does a 360-Degree View of a Customer Do?

It helps you, as a business, not only collect data but get a better understanding of your customers. Once you do, you can serve them better and reach them better.

In other words, a 360-Degree Customer View helps you build long-term relationships with customers and supports your business growth.

A 360-degree customer view can also be described as the foundation that makes an organization’s relationship with customers an experience-based relationship rather than a transaction-based one.

In other words, it’s a view that acts as a melting pot that syncs all customer data together.

With this unified knowledge, your business can acquire more precise customer insights and build unique customer experiences.

360 degrees is a relationship cycle that consists of many touchpoints where a customer meets the brand. Be it through purchases or marketing communications, via customer service or on social media,” explains SuperOffice.

A great product isn’t enough to drive customers, but having a great customer service experience can help.

If your customer service representatives have all the info they need on customers, they can easily respond to them, answer their complaints and queries – without having to request background information – and support their needs.

“If you, as a company, are present at and collect information on each stop in this 360-degrees relationship cycle, then you truly know your customers. It helps you better understand your customers’ priorities and preferences. Which, in turn, means you can position yourself to better predict their current and future needs,” adds SuperOffice.

Everything under one roof

Imagine an unmotivated salesman going to work and having to call around four or five people to get customer data.

Now, imagine another person having the same information all on their desk.

Who is more likely to take relevant quick action?

Having strategies that shorten the chain and give us a multifaceted view of our customers is exactly what businesses should be looking for. Or maybe they are but don’t know what this strategy or tactic is called.

The 360-degree customer view provides this single yet comprehensive view of your customer even if that customer’s data is scattered across different applications and platforms.


Data shows that under 10% of companies use a 360-degree view of their customers, while only 5% use the 360-degree view to support and grow their businesses, says research firm Gartner.

So it’s no wonder companies are struggling. They are missing out on a major source of help when it comes to customer data.

The 7 Best Advertising Platforms for Small Businesses in 2020

You’ve just started your eCommerce business (congrats!) and you’re determined to make it grow. 

So, you’re ready to take advertising more seriously. To “pump” some traffic into your website, to fuel sales…

And you ask yourself: 

What are the best advertising platforms for small businesses in 2020?

For that..

You have 2 main criteria:

  • To have a low cost per click 
  • To get you good conversions

Now, here are your 7 best options — the top advertising platforms in 2020 that are both affordable and effective.

best advertising platforms

But First: What Are the Different Types of Advertising Platforms?

For they do come in all different stripes.

So, we have:

#1 Search Engines 

With Google Ads dominating the market, followed closely by Bing.

Why would you bet on search engine marketing? Because you want to have your business listed among the first ones in the search results.

To make it visible to your target audience when they look for products like yours.

#2 Social Media Sites 

Facebook Ads, Instagram Ads, Twitter Ads are some of the best social media advertising platforms.

They make one of the easiest to use, but hardest to master types of online advertising platforms.

#3 Digital Publications 

Digital newspapers, digital magazines, blogs… You don’t run out of options when it comes to types of digital publications that you could promote your small eCommerce business on. 

#4 Forums

Quora and Reddit make the perfect places for small business owners to get their brands in front of large audiences of users.

#5 Online Retail Marketplaces

Think eBay Ads and Amazon Ads. 

Ok, they’re not precisely small budget-friendly, but still: you need to think two steps ahead, right?

After all, you’re planning to grow your eCommerce business.

7 Best advertising platforms for online businesses

Now, let’s get back to the main topic of this post and delve into the best advertising platforms to grow your business in 2020:

1. Google Search Ads

Google ads best advertising platforms

40,000 search queries are processed on Google every… second on average. 

Pretty crowded in there, isn’t it?

So, if you want your business to stand out from that huge crowd, invest in some intent-driven Google Search ads.

And give your website a better exposure in the SERPs.

Tip! Include the city name if it’s a local business that you’re trying to promote.

Why use Search Ads?

Because it’s a “low hanging fruit” type of advertising tactic. One that’ll help you drive traffic to your business site fast and easy.


  • You get to be very specific with your ads, to make them hyper-targeted; tailor them based on location, demographics and other criteria


  • You can go over your budget quite easily if you’re not strategic with your choices when you set up your Google Ads campaigns

How much will it cost you to advertise on Google Search?

Be ready to spend between $1 and $2 to have your ads displayed in the Google Search Network.

2. Google Display Ads

display ads google

Another one of the best advertising platforms for small businesses in 2020 is Google Display Ads.

They’re those Google-powered visual ads that get displayed on other relevant websites.

Why use Google Display?

Because you get access to a network of 2 million websites (Youtube, Mobile App Targeting, and Google Shopping here included). 


  • You reach a large audience of internet users
  • You can make the most of your remarketing ads: retarget former visitors of your website or simply users who’ve shown interest in products or services similar to yours


  • Expect the initial setup to be a bit more complex, compared to the Google Search ads
  • You have no control over which websites will display your ads
  • You cannot target a specific audience for your ads

How much will it cost you to advertise on the Google Display Network?

The average CPC is under $1.

3. Bing Search Ads


Surprised that we’ve got Microsoft’s search engine listed among the top advertising platforms in 2020?

Don’t be! For it comes right after Google Ads. 

Is Bing Advertising worth it?

Just think about it:

68 million people search on Bing every month. 

Add this massive audience to the millions of users that you’ll be reaching out to via your Google Ads and… do the math.


  • You can import all your Google Ads campaigns to Bing 
  • Users get to reach out to all those Bing users that your competitors have overlooked (68 million, remember?)
  • You have total control over your campaigns: you know, at any moment, how much each click costs on your partner platforms
  • Marketers can stick to their budget: it’s cheaper than Google Ads


  • a smaller market share, which translates into less traffic that you can drive to your website (if you decide to stick to Bing Ads only)

How much will it cost you to advertise on Bing?

Around $1.54 per CPC.

4. ConvertedIn


An ad automation platform that you’ll want to consider when striving to grow your small eCommerce business. You can use ConvertedIn to get the best ROI for your Facebook or Google ads. 

The best part is it will take care of everything from segmenting unique profiles to creating an audience and lookalike audience. You can use it for handling prospecting and retargeting campaigns on autopilot.

Why ConvertedIn?

Because it makes remarketing and retargeting so much easier.


  • You get expert help to optimize your ads; to strike that perfect balance between low costs and high click-through rate
  • You’ll get to tap into social media retargeting


  • You have no control over the bidding

How much will it cost you to advertise on ConvertedIn?

It starts from $99 for the starter pack and goes up to $499/month and even custom plans for enterprise level stores.

5. Facebook Dark Posts

Facebook dark posts

Remember the (not so) good old days when, if you wanted to promote your business on Facebook, you had to build and manage an audience first?

Not the ideal scenario when you’ve just opened a small business and you want to grow it fast and… on a budget.

These days, you have a better option at hand: Facebook Dark Posts. The unpublished posts running as targeted ads on the News Feed of a specific audience.

Why Would You Go for Dark Posts as Your Facebook Advertising Approach?

Because you get to target multiple groups of users with different offers and slightly different ad copy. 

And because by targeting specific groups of people, you take the spammy posts out of the equation.


  • You get to target anyone on Facebook; anyone who might be looking for a product/service like yours
  • Users can even set targeting to specific user credentials: Gmail users, users in your hometown, active Facebook spenders, etc.


  • you shouldn’t expect to reach a huge audience (rather a smaller, but a target one)

How much will it cost you to advertise on Facebook Dark Posts?

It depends on whether you want to drive more engagement , traffic, or conversions with your ads.

6. Instagram Ads

Advertising platforms

Over 1 billion active users per month…

Now, that kind of exposure is gold when you’re advertising a small business online.

Is Instagram a good way to promote your business?

  • Yes, if you’re targeting a much younger audience
  • or, if you’re selling fashion, health, food, or other types of consumer products


  • Users get to include your business details in all of your posts, making it easier for potential customers to reach you
  • Your ads get displayed as regular posts on Instagram, making them look less… evident
  • You can drive some user interaction around your new brand, even if your niche is a “boring” one: stunning visuals appeal to everyone, after all


  • You’re constrained to using it on mobile if you want to access all its features
  • You don’t get an in-depth reporting (e.g. how customers interact with your Instagram ads or who’s clicking them)

How much will it cost you to advertise on Instagram?

Somewhere around $0.70 and $2.00 per click. But costs will vary according to the industry you target and the ad formats you select.

For a highly competitive industry, expect to spend around $3 per CPC.

7. Twitter Ads


“What’s the best advertising platform for my small business?”

It could be Twitter if:

  • It’s a niche global audience that you’re targeting (and precision-targeting is the best tactic for small business with… small budgets)


  • You get to promote a wider variety of services on Twitter 
  • Users get to make the most of its hashtag-based targeting capabilities: reach out to those people who have mentioned a specific word during the last seven days
  • Advertisers get access to an international audience of… 262 million users


  • The reporting around your campaigns is not as detailed as the one you’d get on Facebook or Google 
  • Your target customers might just… miss your ads in that constant stream of tweets

How much will it cost you to advertise on Twitter?

Prices go from $0.50 -$2/action for promoted Tweets to $2 – $4 per follower for a promoted Twitter account.

So, Which Advertising Platform Is Right for Your Business?

It depends on:

  • Your niche: what do you sell?
  • The advertising objectives (engagement, traffic, brand awareness, etc.)
  • A social media platform that your target audience uses
  • The way your potential customers search for answers to their pain points

Tip! Go for a multi-platform approach. It’s one of the most effective advertising strategies.

Now, let’s say that you’ve made your choices going through this list of the best advertising platforms for small businesses in 2020.

You’ll still need to:

  • create and optimize your ad copy
  • fine-tune it to each platform
  • set bidding strategies for each ad platform 

Pretty overwhelming, isn’t it?

But what if you could have these platform-tailored and hyper-targeted ads created for you… automatically?

Just fill in the form below for a quick demo of Converted.in and find out how you can put your advertising campaigns on autopilot!

A Quick Guide to Online User Segmentation

When conducting your marketing efforts, the first thing you need to focus on is customer or user segmentation.

Why? Because it defines all of your future efforts and helps you determine if you are achieving a return on your investment (ROI) and indicates the success of your campaigns.

But first let’s explain what user segmentation is.

What Is User Segmentation?

Segmentation is a kind of division. You divide or categorize your users, customers, buyers, readers…etc into groups. These groups are called segments.

By understanding the different categories of your users, you can then take the next step which is to target them.

How to Use User Segmentation?

People are naturally different, even people in the same age range can act differently or have varying interests.

In other words, it won’t be fair to you or your marketing budget if you target people aged 15 to 60 at the same time.

This also applies if you try targeting males aged 18 to 25 from the Middle East and North America. Yes, their ages are close but their interests are far and wide.

Types of Segmentation

To divide your target audience, you need to understand the types of segmentation you can use.

You can segment your audience based on:

  • Demographics: This involves dividing users based on their language, age, and gender.
  • Geographic: This is where you segment customers based on location, whether it’s continent, country, city, or even a specific neighborhood.
  • Psychographics: The division is based on habits; this is the ‘why’ behind your users’ buying decisions.
  • Behavior: Here you segment customers based on their behaviors such as how they act and what they do. It’s the ‘what’ behind their decisions. This is section is also known as interests.

Lesser Known Types of User Segmentation

There are three more types of segmentation that are often forgotten or not focused on. They primarily rely on what you as a business offer and to whom.

These are:

  • Firmographic segmentation: This is used in B2B marketing; that’s when your target customers are other businesses.
  • Cultural segmentation:  Understanding your customers’ culture can also help you in your targeting. It offers some insight on how customers of a certain culture make their decisions.
  • Occasional segmentation: This is a form of seasonal segmentation where certain words, terms, or products appear at certain times of the year versus others.

“This [occasional] segmentation focuses on specific events that are completely independent of the customer. It divides the market into categories based on the various occasions when the customer plans to buy the product, actually buys the product or uses the product,” explains marketing strategist Paul Shepherd.

He goes on to say that occasional segmentation can be further sub-divided into:

  • Universal occasions
  • Regular personal occasions
  • Rare personal occasions

Understanding Your Users via Segmentation

By segmenting your customers into groups, whether through one or more of the above options, you can begin to create a clear picture of who you are talking to.

According to data compiled by Accenture, around 81% of consumers wish brands understood them better, knew when to approach them and when not to.

Moreover, roughly 66% of marketers “struggle to personalize content in real time,” says Adobe, which adds that 77% of marketers “believe real-time personalization is crucial.”

This means that the better you segment your customers or users, the better you can target them through ads and content.

Creating a Segmentation Strategy

Last but not least, when you’ve understood the various types of segmentation, it’s time to move on to creating your customer segmentation strategy and use it to drive better sales.

What You Need to Know About the Facebook Product Catalog

One of the best ways online sellers and shops can advertise their products and generate sales is through Facebook. Specifically, through the Facebook Product Catalog.

Whether you are an e-commerce business, ticketing agent, or even a hotel offering rooms and suites, the Facebook Catalog can help your business.

Here’s what you need to know about this sales option from Facebook.

What is the Facebook Product Catalog?

As its name suggests, it’s a catalog where businesses can showcase their products and services.

Remember when customers bought catalogs for their favorite brands and went through them to pick out what they wanted to buy?

IKEA is still one of those brands who publishes product catalogs with price tags for each their products.

That said, most customers and businesses are now online, specifically on Facebook, which has garnered over 2.6 billion daily active users.

With figures like that, it’s no wonder businesses are taking unprecedented steps to be on the social platform.

How Does the Facebook Product Catalog Work?

Like the published catalogs, the Facebook Catalog allows companies and sellers to display their products on its platform. Customers can then access these products and purchase them via the company’s catalog on Facebook and Instagram.

“You can create catalogs for different types of inventory, such as products (e-commerce), hotels, flights, destinations, home listings or vehicles,” Facebook explains.

The tool used to manage a brand’s catalogs is called the Catalog Manager. You will need to upload your products one by one to the product catalog.

What Can I Do with Facebook Catalog?

Once your Facebook Product Catalog is ready, which can be used both for Facebook and Instagram, you can:

  1. Add and manage information for your inventory. This includes titles, images, product descriptions, prices, and other options.
  2. Share access to your catalog, which allows your team to work on it collectively on your catalog.
  3. Create one catalog or multiple catalogs for your products and services.

Facebook also notes that you can “set up a localized catalog for multiple languages and countries.”

Can I Use Ads for the Product Catalog?

The obvious answer is yes. It’s no secret that Facebook would like to create ads for anything and everything on its platform.

These are the types of ads you can create once you’ve created your company’s Facebook Product Catalog.

Instagram Shopping

This option is only available for products. In other words, non-tangible services don’t qualify.

Using Instagram Shopping, you can include your products in both Instagram posts and stories.

In the United States, Facebook allows customers to purchase products directly from Instagram and check out from the platform.

Facebook Page Shop

Like its predecessor, this ad type is only applicable to products.

In this case, the shop on your business page acts like a storefront, while the catalog acts as a warehouse that stores your shop’s inventory.

“If you already have a Page shop with at least one product in it, [then Facebook has] automatically created a catalog for you in Catalog Manager that’s connected to your shop,” the social media platform explains.

The Facebook Page Shop allows you to manage your inventory either in your shop or in the Catalog Manager.

You can create the Facebook Page Shop from your catalog.

Dynamic Ads

Available for all types of inventory, Dynamic ads display products or items from your catalog to people who have looked for them online.

According to Facebook, Dynamic ads “match items from your catalog with events from a Facebook Pixel or SDK, a piece of code installed on your website or app.”

To create a dynamic ad, you need to know and have a dynamic audience.

Collection ads

Applicable to all types of inventory, this ad format shows customers a collection of four items from your catalog. Customers can then tap the items to learn more or browse similar products.

What Is Facebook Dynamic Audience?

As part of this series on Facebook audiences and ads, we’ve tackled different types of audience. Today, we’re taking on Facebook’s Dynamic Audience.

If you’re wondering how you’ve never heard of this audience type or why it doesn’t appear often, you’re not alone.

Here’s what you need to know.

What is Facebook Dynamic Audience?

Unlike Facebook’s Custom Audiences and Lookalike Audiences, the Dynamic Audience is for companies, who have and use a Facebook Product Catalog to sell their products and services.

In other words, if your Facebook page doesn’t have a catalog you won’t be using dynamics audiences or dynamic ads in the near future.

It’s an audience that relies on engagement and interactions between customers and your products.

How Do Dynamic Audiences Work?

Put simply, if you have a product catalog on Facebook, once customers engage with it, then you have a dynamic audience.

Whether these users or customers have clicked on one or more of your products, bought an item from you, or simply added a product to their cart, this counts as an interaction with your shop and catalog and goes into to generate  a Facebook Dynamic Audience.

That said, there’s an important aspect to remember before you can start searching for your dynamic audience.

Your store needs to have the Facebook tracking pixel integrated in order to track your customers’ actions, says Nicolas Vibet, chief product officer at MakeMeReach.com.

How Is this Audience Dynamic?

The answer is since this audience type relies on interactions, it’s ever-growing.

Today you can have 10 users engage with your products, tomorrow that number can be 100.

Regardless of the number, whether it increases or decreases, the audience keeps forming and growing, making it a dynamic audience.

“Any interaction from users with your products, website or content will be tracked, and will design the Dynamic Audience further, reaching more people in the future,” says Vibet.

How Do I Use Facebook Dynamic Audiences?

Facebook doesn’t leave anything to chance. For the dynamic audience, Facebook has created an ad type called Dynamic Ads.

In brief, dynamic ads use items from your product catalog and display them to people who have “looked at or searched for” your products online.

Dynamic ads “match items from your catalog with events from a Facebook Pixel or [software development kit (SDK)], a piece of code installed on your website or app,” Facebook explains.

More on Facebook’s Dynamic Ads in our next blog post!

Here’s What You Need to Know about Customer Lifetime Value

One of the most important terms in business is the customer lifetime value (CLV), sometimes written as CLTV, and sometimes referred to as lifetime value of a customer.

Simply put, it’s a metric companies use to grow their business and learn more about customers.

Defining Customer Lifetime Value

Companies use CLV to measure the time they would need to generate money they invested in earning or getting a new customer.

CLV also helps companies understand how much revenue a single customer can generate for them during the span of their business relationship.

Imagine a company that wants to acquire a new customer. The CLV would be the metric it uses to forecast how much it would need to spend to acquire that customer and how much that customer would be worth for a given number of years, or the length of time the company determines.

Image from Pexels

If your company is looking to acquire long-term revenue-generating customers, then customer lifetime value would be an essential part of your process.

“The longer a customer continues to purchase from a company, the greater their lifetime value becomes,” HubSpot explains.

Why Is CLV Important?

CLV is an important metric “because it helps you make decisions about how much money to invest in acquiring new customers and retaining existing ones,” explains Shopify.

If your company maintains a good customer support and customer success team, it can enjoy a long-term relationship with customers and turn them into loyal buyers. A lack may result in higher churn.

Companies need to understand what CLV is because it’s how they can associate profit to customer relationships.

customer lifetime value guides companies into calculating how much they need to invest to maintain a relationship with their customers.

For example, if your company estimates CLV at $200 for a single customer relationship, then you shouldn’t spend more than $200 to maintain that relationship. Otherwise, you would be making losses.

Calculating Customer Lifetime Value

So how do companies measure CLV? There’s a way to calculate it.

Shopify explains the equation as being:

“CLV = average value of a purchase X number of times the customer will buy each year X average length of the customer relationship (in years)”

Let’s put this into an example. If you own a shoe store, an athlete or marathon runner who buys 4 pairs of shoes from you per year for eight years, would have their CLV equation looking like this:

$100 per pair of shoes X 4 pairs per year X 8 years = $100x4x8= $3,200

On the other hand, a mother buying shoes for her two-year-old daughter would be purchasing at $20 a pair. Her purchases would differ year after year and her CLV would look like this:

$20 per pair X 5 pairs per year X 3 years = $20x5x3 = $300

In other words, the athlete would have a higher CLV than the mother, from a business perspective.

Benefits of Knowing Your Customer Lifetime Value

By calculating the customer lifetime value for various customers, you can make many important business decisions.

According to Shopify, these are the top four reasons you need to know your CLV:

  • How much money do you need to spend to acquire similar customers and have a profitable relationship
  • What kinds of products do customers with the highest CLV want
  • Which of your business’s products have the highest profitability
  • Which of your clients or which types of your clients are the most profitable for your business

Here’s What You Need to Know about the Facebook Pixel

One of the most important options provided by Facebook for businesses is the Facebook Pixel. Companies, small and large, use it for tracking purposes.

But what is the Facebook Pixel and how does it work?

That’s what we will be talking about today.

Facebook Pixel Basics

Facebook introduces its Pixel as “a piece of code for your website that lets you measure, optimize and build audiences for your advertising campaigns.”

Simple yes, but let’s explain it further.

You’re a business and you have a website. There is a lot of data you need, such as: Who are these people visiting your website? Where are they coming from? What pages do they visit? Which pages do they leave?

If these people are coming because you’re creating ads on Facebook, are they converting? Or people landing then leaving?


How Does the Facebook Pixel Work?

When you have a Facebook Pixel installed in your website, you can use it to track people’s actions when they visit your webpages. For example, you can track actions like buying a product or service.

Once they take an action, the Pixel is activated and reports the action taken. This means, you will know when a customer clicks your Facebook ad and converts on your website.

The “pixel also tracks user-generated events, such as sites visited, products added to cart, checkouts initiated and purchases made. So much as submitting a lead form on a website with a pixel gets thrown into the mix,” explains Adage.com.

“You’ll also be able to reach this customer again by using a Custom Audience. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimization,” Facebook explains.

What can the Facebook Pixel do?

Its primary function is to “track.” But here is a list of tracking options that the Facebook Pixel can perform:

1)     Measure conversions across multiple devices

2)     Optimize delivery to people who are more likely to take action

3)     Create custom audiences from visitors to your website

4)     Give you more data about your website traffic

How to Set Up the Facebook Pixel?

Adding the Pixel to your website isn’t difficult.

You can even do it yourself if you can access your website’s code, you can step-by-step instructions using Facebook’s Help Centre.

Or you can have your developer set it up for you. Most people and businesses prefer the latter option.

Last but not least

If you’re just starting out, it would be a good idea to embed the Facebook Pixel into your website early on so you can track your audiences and their actions across your site. It will collect the data from your visitors and send it back to you.

“By targeting broader ranges of people you think will respond positively on your site, you’ll help feed the hungry pixel much-needed data that will later help you build lookalike audiences,” says Adage.com.