A good strategy for driving traffic to an ecommerce site translates to more conversions enabling greater investment in the platform, which can ultimately lead to growth. This chapter considers this ‘flywheel’ mechanism, as well as different strategies for sustaining it. It covers:

  • Sources: What are the most prevalent sources of traffic for ecommerce, and which can be influenced by the brand?
  • Search: How can brands optimise their rankings in organic search?
  • Google Shopping: What are the best strategies for selling via Google Shopping?