What E-Commerce Communication Strategy Should You Adopt?

E-Commerce Communication Strategy
Communication is an integral part of any successful business; the right form of communication can make a business, while the wrong form can mar it. Therefore, the challenge lies in knowing what model to use to achieve the best result for your business.
For E-Commerce, just like most businesses, there are communication strategies that work for it, and some that will not. To this end, online retailers (E-Commerce) are looking to more inventive and budget-friendly ways to make their products known to different individuals in their target markets.

These inventive ways of communicating have to be consistent, effective, and build confidence in the mind of customers, beginning from presale interactions to post-sale. Thus, since global retail E-Commerce sales are expected to reach $4.8 trillion by 2021, and with 2020 three months away, it’s time to take a look into the communication strategies you should adopt in the coming year.
#1 Storytelling
Most E-Commerce businesses already use this method of communication with their customers, and it’s also useful in communicating with prospects. This communication method allows your clients to know more about your brand, products, and services.
With more people creating businesses, competition is fierce, and will only increase in the coming year. So, there’s a need for business owners to up their game, and get more creative in the way they sell their products. It means that if in 2019 and the preceding years, you limited using storytelling to the ads you place on TV, you need to take it further to your social media campaigns, and YouTube videos.

Also, if in the past, your storytelling was not compelling enough, you can make it more so in 2020, with the following tips:

An effective storytelling should have an impact on whoever hears the message it conveys. It should have the power to convince customers and prospects on why they should buy your product or make use of your services.
An effective storytelling should have an emotional voice behind it. It does not mean that the background voice should get laced with emotions, but the content of the words spoken. That is, it should have enough conviction that it strikes a chord, and leaves everyone else convinced of its message.

An effective storytelling should be well detailed, but not overly revealing. It’s a bait to get your customers and prospects curious enough that they visit your website to find out more, and eventually patronize you.

An effective storytelling should be relatable. People generally like things they can relate with. It’s about having that “Aha!” moment. Thus, it’s vital that you communicate your message in a way that influences your target market.
An effective storytelling should create a positive image in the minds of those it addresses. Nobody wants to be associated with negativism, so make people feel inspired by your product, and in turn, it will motivate them to patronize it.
Storytelling gives authenticity to products, and it’s not going to go out of fashion soon. After all, everyone loves a good story. So use these tips to step up your storytelling in the coming year.

#2 Social Media

It might sound like a cliché by now, and you might be wondering why you need this in 2020 when you already have it now. The answer is simple; apart from access to the millions of people it gives you, social media is not going extinct, ever. And with more people using a smartphone, they are equally joining one social media platform or the other.

E-Commerce is very much reliant on social media as a means to communicate with customers and prospects. The latter provides an unlimited means to churn out messages by the minute on products and services. With this information settled, the question becomes, how do you improve on your use of social media in the coming year?

Firstly, platforms like Instagram provide a business page feature designed to help you promote your products or services. It ensures that those who have you in their feed keep seeing adverts as they scroll through their timeline, and it's usually on repeat. Secondly, use hashtags that are clear, concise, and effectively communicate the message behind your product. 

Thirdly, Twitter is perfect as support for your business. It enables your customer’s tweet at you about their complaints and helps you answer them immediately. Thus, leverage on using it in 2020 as an avenue for customer support.
#3 Influencer Marketing
Communication is what marketing is about, and using social media influencers is a great way to get your message across. These individuals have a considerable following, and their followers listen to them when they recommend a product.
One way to get the best out of using influencers to communicate with your products in the coming year is to give them a little leverage to run your storytelling their way.
All you have to do is ensure that the main features and usefulness of your product get communicated, but let them put a spin on the storytelling in a way that connects with their audience better. After all, they have a familiar relationship with these people and understand their language better.

Note that in 2020, influencer marketing is expected to hit $10 billion, with a large number of the competition among E-Commerce businesses. Also, 22% of young adults within the ages of 14 to 34 years make purchases that influencers endorse.

#4 User-Generated Content

Another E-Commerce communication strategy to adopt in the coming year is user-generated content (UGC). It means communicating with your customers and prospects with words and testimonials from other customers. 

Although, action, they say, speaks louder than words; well, in this context, words speak louder than actions. Where storytelling, social media, and influencer marketing fails, UGC is most likely not to, because people will believe words that gets corroborated in the mouth of two or more people.

To this end, always share with customers and prospects, comments on your website, reviews, social media likes, and shares. UGC will take your brand authenticity to the next level, so be transparent, and don’t falsify information.
#5 Live Chat
Live chat here is different from going live on social media platforms. It is a feature on E-Commerce websites, and a lot of customers prefer it to the call-feature which they consider more tedious.
It helps resolve problems faster and allows your customers to have a one-on-one discussion with your support staff. It equally sends the message of your availability and willingness to attend their needs.
Most E-Commerce businesses do not like the live chat feature because it is not very budget-friendly, but the advantages are enormous, and so should be considered a communication strategy in 2020.

You can also add Email, phone support, and chatbots on your website to your E-Commerce communication strategy for 2020. Writing on your website blogs about your products and services is also an excellent way to pass across your message efficiently.


With the world becoming more digital, and more online businesses springing up, the significance of effective communication cannot be overemphasized. It goes a long way in separating you from your competitors and giving you an edge in a market that is very competitive.

Author’s Bio: Cheryl Hearts is a talented journalist from Boston, Massachusetts. From an early age, she was into writing so she decided to make it her career. Obtaining a Master’s Degree in Journalism has boosted her desire to grow as a journalist and currently she contributes to major media publications. Cheryl also runs her blog CherylHearts.com where she shares her opinion on topics trending in modern society.