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To increase e-commerce sales, find the biggest leak in your store’s sales funnel, choose a few tactics aimed at that problem, and measure the results against a comparable baseline. The 33 ideas below cover qualified traffic, product evaluation, checkout, order value, and repeat purchases. They are practical options to test—not 33 interventions proven to work for every store.
How should you choose which sales tactic to try?
Start with your own store data rather than a generic conversion benchmark. Shopify’s marketing guidance recommends choosing tactics that fit the business, setting goals, and using conversion reporting to see where shoppers leave. Its behavior reports can help visualize paths through a store and checkout, although some activity involving Buy Buttons and third-party apps may be excluded.
- Locate the bottleneck. Separate the journey into relevant visitors arriving, shoppers engaging with product pages, carts becoming completed orders, and customers returning. Identify the stage with the clearest gap or largest opportunity.
- Choose a small number of related changes. Avoid changing acquisition, product pages, and checkout all at once if you need to understand what caused a result.
- Set a measure before you begin. Depending on the change, track qualified traffic, product-page engagement, add-to-cart behavior, checkout completion, average order value, or returning-customer rate.
- Compare like with like. Where your analytics allow, compare the same traffic source, device, and season. Record costs, discounts, and fulfillment effects as well as revenue.
- Keep, revise, or remove the change based on results. More reach or clicks are not necessarily more profitable sales.
Shopify’s guidance is to choose tactics that make sense for the business rather than trying to do everything. The ideas below are options to evaluate against your products, audience, margins, geography, and capacity.
How can you get more qualified people to find your store?
Acquisition works when it brings visitors who are plausibly interested in what you sell—not merely a larger audience. Google Search Central publishes guidance for helping Google discover and understand ecommerce content and site structure. Shopify also recommends matching store content to the terms customers use and using campaigns that suit the business.
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1. Match product-page language to customer searches
Use words shoppers are likely to use for the product, its key attributes, and its intended use in page titles, descriptions, and headings. Keep the copy accurate; do not add unrelated search terms just to attract impressions. Measure relevant search visits and resulting product-page actions.
2. Make product and category pages useful to searchers
Give each page clear, specific information about what it contains or sells. Keep category pages distinct from product pages, and make the site structure understandable to both visitors and search engines. Track organic visits to those pages and whether they lead to meaningful shopping activity.
3. Describe product images clearly
Use descriptive image text where your platform supports it, and ensure images help shoppers understand the item. This supports accessibility and gives search engines context; it does not guarantee rankings or sales.
4. Submit your sitemap through Search Console
Shopify recommends submitting a sitemap through Google Search Console. This can help Google discover URLs, but indexing is not guaranteed or necessarily immediate. Check indexing and organic traffic separately from sales.
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Use social posts to answer real product questions, show how an item is used, or introduce relevant new products. Choose platforms based on where your customers spend time and what you can maintain. Measure visits and purchases attributable to the channel, not reach alone.
6. Build an email subscriber list with permission
Offer a clear way for interested visitors to subscribe, explain what they can expect, and collect appropriate consent. A list is useful only if the audience wants the messages and the resulting sales justify the cost of creating and sending them.
7. Test paid campaigns, creators, or complementary-business collaborations
Pick one acquisition route that fits your audience and budget. For paid campaigns, account for acquisition cost and resulting sales rather than clicks alone. For creators or partner businesses, agree on the audience and outcome you will measure before committing resources.
How can you help shoppers decide whether to buy?
When a visitor reaches a product page, the job is to make the offer understandable and credible. Shopify’s marketing guidance highlights simple navigation, mobile checks, useful product information, quality photos, scannable descriptions, reviews, clear shipping costs, return policies, and contact options.
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Organize categories around the way customers look for products, and use labels that are easy to understand. Check that visitors can move between categories, product pages, and the cart without having to guess where to go. Look for navigation-related exits or repeated searches in your store data.
9. Check the shopping experience on mobile
Review menus, product details, images, buttons, and cart controls on a phone-sized screen. Note any text that is hard to read or action that is difficult to complete. Compare mobile engagement and purchases with desktop rather than assuming that a desktop review covers both.
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10. Put decision-critical product details on the page
Explain what the item is, what it includes, and the attributes a customer needs to judge whether it fits their needs. Use precise descriptions rather than broad promotional claims. Watch whether product-page engagement and add-to-cart activity change after information gaps are addressed.
11. Make descriptions easy to scan
Use short paragraphs and clearly labeled details for specifications, dimensions, materials, compatibility, or care instructions when they apply. Prioritize information that affects fit or use, so shoppers do not have to search elsewhere to answer basic questions.
12. Use clear, consistent product imagery
Show the product clearly and use images that help shoppers understand its appearance, scale, or relevant details. A light box or dedicated photography equipment is optional, not a universal requirement; consider it only if consistent photos would materially help your merchandise and the cost fits your budget.
13. Display reviews where shoppers can evaluate the product
If you collect reviews, make them easy to find on relevant product pages and present them accurately. Do not imply that reviews are representative if they are not. Monitor review engagement alongside add-to-cart behavior, while recognizing that a change in sales cannot automatically be attributed to reviews alone.
14. Explain shipping costs and timing before checkout
Make shipping charges and delivery expectations visible early enough for shoppers to assess the full purchase. If costs depend on destination or order details, explain how they are determined. Track whether cart abandonment or checkout completion changes after clearer disclosure.
15. Make returns and customer contact easy to understand
State the return policy in plain language and provide a visible route to ask questions, such as a contact page or live chat if you can staff it. For international sales, check that language, pricing, and tax information are adapted to the markets you serve.
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Checkout is a worthwhile place to investigate, but broad figures are context—not a forecast for an individual shop. Baymard Institute’s 2025 benchmark found mediocre-or-worse checkout UX at 64% of leading US and European desktop ecommerce sites and 63% of their mobile sites. In the same 2025 checkout UX article, Baymard reported that 70% of ecommerce users abandon after adding items to cart and estimated that checkout design changes could raise conversion by as much as 35% for the average large ecommerce site. That estimate is not a promised uplift for a particular store.
Baymard’s checkout usability research page displayed a 70.19% global average cart-abandonment estimate when accessed on October 8, 2026; the page did not clearly establish a publication year for that figure. It should not be treated as a universal abandonment rate or directly compared with a store’s own figure without accounting for differences in populations and methods.
16. Make guest checkout easy to find
Check whether a customer can proceed without creating an account and whether that option is visible at the point it matters. If account creation is available, make its purpose clear rather than making it appear mandatory when it is not.
17. Remove checkout fields you do not need
Review every field and ask whether it is necessary to accept payment, fulfill the order, or meet a genuine business requirement. Avoid collecting extra information simply because a form includes it by default. Compare checkout completion before and after a focused change.
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18. Show the total cost before the final payment step
Make shipping and other applicable charges clear early enough to avoid a surprise at the end. If the total depends on delivery location, explain when and how the amount will be calculated. Monitor checkout completion and customer questions about unexpected costs.
19. Reduce avoidable steps in the payment and account flow
Walk through checkout as a customer and identify unnecessary page changes, repeated entries, or unclear prompts. Change one source of friction at a time where possible, then check completion and errors rather than assuming a shorter flow is automatically better.
20. Test checkout on mobile from start to finish
Place a test order using a phone and inspect the entire journey, including address entry, payment, and confirmation. Check for controls that are difficult to tap, fields that are awkward to complete, or instructions that are hard to read. Compare mobile checkout outcomes separately when your analytics permit.
21. Make payment choices and next steps clear
Show the payment options your store actually supports and make it clear how a customer proceeds. Check that errors explain what needs attention and do not erase information unnecessarily. Measure completed checkouts and recurring error points.
22. Use checkout data to find the specific failure point
Look for where shoppers leave rather than treating all abandonment as one problem. Shopify behavior reports can help visualize store and checkout paths, but some activity involving Buy Buttons and third-party apps may be excluded. Validate what your reporting includes before drawing conclusions from it.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How can you increase the value of each order?
Order-value tactics can raise revenue per transaction while also increasing costs, discounting, or fulfillment work. Evaluate the effect on contribution per order and operations, not just the average order value.
23. Offer a relevant product bundle
Pair items that naturally go together and make the bundle contents and price clear. Check whether shoppers buy the bundle instead of a higher-margin combination of separate items, and account for packing and fulfillment requirements.
24. Recommend a complementary product
Show a related item that helps with the product being considered, rather than adding a generic cross-sell. Track both the added sales and the margin after product and fulfillment costs.
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Where a higher-priced version offers a meaningful difference, explain that difference near the choice point. Do not frame a more expensive option as necessary unless it genuinely is. Compare the mix of options purchased and resulting order contribution.
26. Set a promotion around a clear business goal
A promotion may encourage a purchase or change what customers put in the cart, but discounts can also reduce contribution per order or attract buyers who would not return. Before launching one, define the goal and calculate what the reduced price means for your margin.
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27. Check whether order growth is profitable and fulfillable
For any bundle, cross-sell, upgrade, or promotion, account for product costs, shipping, discounts, and the capacity to fulfill orders well. Compare revenue and order value with the costs and workload created by the change.
How can you encourage repeat purchases?
Retention depends on the product, buying cycle, customer experience, and whether shoppers want to hear from you. Shopify documents email and SMS campaigns, subscriber forms, abandoned-checkout recovery, post-purchase feedback, and retargeting as possible approaches. Use relevant follow-up and obtain appropriate consent for marketing contact; do not assume every shopper has agreed to receive promotional messages.
28. Send relevant post-purchase email to subscribers
Use email to share information connected to the purchase or introduce a genuinely relevant next step. Keep marketing messages within the consent customers gave and track resulting purchases as well as unsubscribes and message costs.
29. Use SMS only when customers have appropriately opted in
SMS may suit concise, timely updates or offers for customers who agreed to receive them. Make the message relevant and respect applicable consent requirements. Measure sales and customer response rather than treating delivery or opens as proof of value.
30. Recover abandoned checkouts where permitted
Shopify documents abandoned-checkout recovery as a merchant option. Use it only in ways that comply with applicable consent rules and the customer’s preferences, and avoid assuming that every abandoned checkout can be contacted for marketing. Track recovered sales, discounts used, and message costs; no recovery rate is guaranteed.
31. Ask for post-purchase feedback
Invite customers to share what worked or what caused difficulty after an order. Use responses to identify product-page, delivery, or support issues, and look for recurring themes rather than treating one response as representative of all buyers.
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32. Retarget visitors with a relevant message
Retargeting can remind prior visitors about products or offers, but audience rules, consent, platform availability, and geography matter. Set a budget and assess resulting sales against acquisition cost; impressions alone do not show that the campaign is profitable.
33. Build advocacy through a consistent customer experience
Make the experience after purchase match what the product page promised, including communication and support. Satisfied customers may choose to recommend a store, but advocacy is not automatic. Monitor feedback, referrals where you can measure them, and returning-customer behavior.
How do you know which ecommerce sales tactic is working?
Use a measure suited to the funnel stage and keep the comparison as fair as possible. A search change should be judged on relevant organic visits and downstream actions, not rankings alone; a checkout change should be assessed through checkout completion, split by device where feasible; and a retention message should be evaluated by resulting sales and cost, not sends or opens alone.
- For acquisition: qualified visits, channel performance, acquisition cost, and resulting sales.
- For product-page changes: engagement, add-to-cart behavior, and purchases, with device and traffic source considered where possible.
- For checkout changes: checkout completion and the step where shoppers exit, separated by device where data allows.
- For order-value changes: average order value together with margin, discounts, and fulfillment implications.
- For retention: returning-customer rate and attributable sales, while accounting for message costs and consent.
Use your own baseline to decide whether to keep, revise, or remove a tactic. Benchmark findings from Baymard, Shopify, or Google can identify areas worth investigating, but they do not establish the result your store will achieve.
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