One of the most important indicators that helps to understand the real value of a customer is Customer Lifetime Value, often referred to as CLV. It allows a company to estimate the value generated by customers throughout the entire period of cooperation, starting from the first transaction.

Why is this so important? In many industries, acquiring new customers is much more expensive than retaining customers who have already made their first purchase. For this reason, more and more companies are analysing Customer Lifetime Value to understand how to increase revenue, build lasting relationships, and develop data-driven marketing strategies.

In this article, we will explain exactly what CLV is, how to calculate customer lifetime value, and what data is needed to do so.

What is Customer Lifetime Value (CLV)?

Customer Lifetime Value (CLV) is an indicator that determines the total value of revenue generated by a customer throughout their relationship with a company. In other words, it shows the financial value that a specific customer brings from the first to the last transaction.

In practice, Customer Lifetime Value allows companies to estimate the scale of future revenue, as well as how much revenue a given customer can generate in a specific period of time. This allows for better planning of sales, marketing investments, and activities related to acquiring new customers.

Simply put, Customer Lifetime Value answers the question: what is the value of a customer to a company throughout their entire life cycle?

The CLV indicator takes into account several key elements, such as:

• the average value of a single transaction,
• the frequency of purchases in a given period,
• the average duration of the customer’s relationship with the brand,
• the Churn Rate, i.e. the rate of customer loss.

On this basis, it is possible to calculate the CLV and determine the total amount of revenue generated by an average customer.

It is worth noting that CLV does not apply to a single customer. In practice, the average number of transactions and the behaviour of the so-called ‘average customer’ are also analysed. All this is done to better understand CLV values for different customer segments.

Want to learn more about customer segments? See: RFM Segmentation >>>

Why is CLV important in e-commerce?

CLV is important in e-commerce because it shows the value generated by a given customer throughout their relationship with the brand, not just during a single transaction. This allows companies to make more informed decisions about marketing, sales and business development strategies.

In the traditional approach to sales, the single transaction was the most important factor. In e-commerce, however, the long-term lifetime value of a customer is playing an increasingly important role, as customers often return and make subsequent purchases.

CLV is also extremely important in the context of customer retention rates. It provides a better understanding of how much a company can spend on acquiring new customers and how much to invest in loyalty and retention of existing ones.

If you know the lifetime value generated by an average customer, it is easier to determine your marketing budget and assess the profitability of your campaigns.

How to calculate customer lifetime value?

Customer lifetime value can be calculated by analysing the average transaction value, purchase frequency and average customer relationship duration. These three elements allow you to estimate the total revenue generated by a customer throughout the entire period of cooperation.

The simplest way to calculate Customer Lifetime Value (CLV) is as follows:

CLV = average transaction value × purchase frequency × average customer relationship duration

Example of CLV calculation

Let’s assume that an e-commerce company sells natural cosmetics. Based on an analysis of sales data, the company notes that:

• the average order value is £150,
• the average customer makes 4 purchases per year,
• the average length of the customer relationship with the brand is 3 years.

The calculation is as follows:

CLV = £150 × 4 × 3

CLV = £1,800

This means that the average customer generates approximately £1,800 in revenue for the company over the entire period of their relationship with the brand.

This knowledge is extremely valuable from a business perspective. If a company knows that the average lifetime value of a customer is £1,800, it can consciously determine the budget for marketing activities related to customer acquisition.

For example, spending £200-300 to acquire a new customer may be fully justified in such a situation.

It is worth remembering that calculating CLV is not a one-off activity, but an analytical process. Regular analysis of customer data allows companies to better understand purchasing behaviour and make decisions that increase customer lifetime value in the long term.

Summary

Customer Lifetime Value (CLV) is one of the most important indicators in e-commerce and marketing because it allows you to determine the value a customer generates for the company throughout their relationship with the brand. Instead of focusing solely on a single sale, companies can analyse the long-term revenue potential of subsequent transactions.

By analysing customer lifetime value, companies can better understand their customers’ purchasing behaviour, plan their marketing budgets more effectively, and assess the profitability of new customer acquisition activities. CLV also helps companies make decisions about sales strategies, product development, and building long-term customer relationships.

In practice, this means that the longer a customer remains loyal to a brand and the more often they make purchases, the greater the value they bring to the company. This is why CLV analysis is so important for companies that want to develop a stable and profitable business in the long term.

Regular monitoring of this indicator not only allows you to better understand your customers, but also to more effectively manage the marketing, sales and development strategy of the entire organisation.

Frequently asked questions (FAQ)

CLV – what is it?

CLV (Customer Lifetime Value) is an indicator that determines the total value of revenue generated by a customer throughout their relationship with the company. In other words, it shows how much a company earns on average from a single customer from the moment of their first purchase until the end of the relationship.

This indicator takes into account, among other things, the average transaction value, purchase frequency and the duration of the customer’s relationship with the brand. Based on this data, companies can estimate the potential revenue generated by their customers and better plan their marketing and sales activities.

Why is CLV more important than a one-time sale?

CLV is more important than a one-time sale because it shows the long-term value of the customer relationship, not just the result of a single transaction. In e-commerce, many customers return to the store and make subsequent purchases, which generates significantly higher revenues over time.

For this reason, companies are increasingly focusing on customer retention (e.g. through loyalty programmes) and relationship building, rather than solely on acquiring new customers. A customer who regularly returns and purchases products or services over several years can be many times more valuable to a company than a person who makes only one purchase.

That is why increasing customer lifetime value, for example by increasing the frequency of purchases or the average amount spent per customer, can be the main business objective of e-commerce.

What indicators can determine customer loyalty?

Customer loyalty can be measured using several indicators that show how often customers return to the company and how strong their relationship with the brand is. Analysing this data allows for a better understanding of purchasing behaviour and an assessment of the effectiveness of marketing activities.

The most commonly used indicators include: Customer Lifetime Value (CLV), customer retention rate, churn rate, purchase frequency

Artykuł What is CLV (Customer Lifetime Value)? pochodzi z serwisu expertsender.

This is a common phenomenon – it affects both small e-shops and large brands. In the e-commerce industry, the average abandoned cart rate can exceed 60-70%, which means a real loss of revenue and customers. Every unfinished transaction is a potential customer who was one step away from finalising their order.

The question arises: why do customers abandon their shopping carts in e-commerce? Sometimes it is the delivery costs that determine this, other times it is the overly long purchasing process, the lack of a preferred payment method or a lack of trust in the shop. One thing is certain, understanding the mechanisms behind abandoned shopping carts is the first step towards reducing them and recovering them effectively.

What is an abandoned cart in e-commerce?

An abandoned cart is a situation where a customer adds products to their cart in an online shop but does not proceed to checkout and complete the transaction.

In practice, this means that e-commerce shopping carts contain selected products, but the purchasing process is interrupted before the order is placed. This can happen at various stages, e.g. when choosing a delivery method or even when making a payment.

What is an abandoned cart from a business perspective? It is a lost sales opportunity. The potential customer has already taken the key step – they have shown interest in the offer, compared products, made a preliminary purchase decision and added products to their cart. However, if the purchasing process proved too complicated, expensive or did not inspire confidence, customers abandon the transaction.

It is worth remembering that abandoned shopping carts in a shop do not always mean a lack of interest in the offer. They are often the result of price comparisons, momentary distraction or technical problems on your website. That is why the abandoned cart rate is one of the key measures of e-commerce effectiveness and the quality of the entire shopping journey.

For an e-commerce owner, it is crucial not only to understand what an abandoned shopping cart is, but also to analyse at what point customers interrupt the purchasing process. A detailed analysis of user behaviour, transaction and payment data can be used to optimise the website and implement measures to increase the number of completed purchases.

See also: What is e-commerce? >>>

Why do customers abandon their shopping carts? – 10 most common reasons

Customers most often abandon their shopping carts when, at some stage, the purchasing process ceases to be convenient, transparent or cost-effective for them.

Although abandoned shopping carts in e-commerce are a common phenomenon, in most cases they are not a coincidence. They are the result of specific barriers – price, technology, logistics or trust in the shop. When a customer adds products to their shopping cart, they are already genuinely interested in the offer.

If, despite this, the transaction is not completed, it means that something has disrupted their purchasing decisions.

It is worth looking at abandoned shopping carts not as a problem, but as a source of data. By analysing your customers’ shopping paths, moments of payment interruption or failure to complete an order, you can precisely identify bottlenecks.

Ready to learn the 10 main reasons for shopping cart abandonment in e-commerce?

#1 – High delivery costs

High delivery costs are one of the most common reasons for shopping cart abandonment.

The customer adds products to the cart, goes through almost the entire purchasing process, and only at the checkout does he see an additional fee. If the delivery costs are too high or were not clearly communicated beforehand, customers abandon the order.

A lack of transparency in shipping costs reduces the credibility of the shop and increases the rate of abandoned shopping carts. Clear communication and free delivery, e.g. for orders above a certain amount, can effectively encourage customers to complete their orders.

#2 – Unexpected additional costs

Unexpected additional costs are the moment when abandoned shopping carts in e-commerce grow the fastest.

The customer sees an attractive price for the products, adds them to their cart, and only when finalising the transaction do hidden additional fees appear – for packaging, commissions for the selected payment method or compulsory insurance. Such unexpected costs cause frustration and a feeling of lack of transparency.

As a result, customers abandon their orders and the abandoned cart rate increases. A transparent pricing policy and clear information about the total cost at the beginning of the shopping journey significantly reduce this risk.

#3 – Complicated purchasing process

If the purchasing process is too long, requires many steps, repeating data or switching between subpages, customers abandon their carts before payment. A long purchasing process increases the risk of distraction and a decrease in motivation to complete the purchase.

Simplifying the purchasing process, reducing the number of form fields, and clearly dividing the stages is one of the easiest ways to reduce the number of abandoned carts in your shop and increase the number of orders.

#4 – Negative reviews and lack of trust in the online shop

Lack of trust in e-commerce often prevents transactions from being completed, even if the customer is interested in the offer.

Before making a payment, customers check reviews, return policies and the credibility of the shop. Negative reviews, lack of contact details or unclear payment information reduce the sense of security.

In e-commerce, trust directly influences purchasing decisions. Elements such as social proof, security certificates, a clear return policy and secure payments (e.g. payment cards or BLIK) increase the chance of completing an order and reduce abandoned shopping carts.

#5 – Lack of preferred delivery or payment method

The lack of a preferred delivery or payment method often prevents the transaction from being completed, even though the customer is ready to buy.

Customers have their habits – some choose fast online payments, others payment cards, BLIK or deferred payments, i.e. PayPo. If a convenient option is missing in e-commerce, the purchasing process is interrupted at the payment stage.

The same applies to a limited choice of delivery methods. The lack of a parcel locker, a specific courier or collection point may cause customers to abandon their order and choose a competing online store that offers greater flexibility.

#6 – Poor UX on mobile devices

More and more customers are adding products to their shopping carts and making payments on their smartphones. If your website takes too long to load, the forms are illegible, and the buttons are difficult to click, the purchasing process becomes frustrating.

Lack of responsiveness, problems with auto-complete, or an overly complex checkout process cause customers to abandon their shopping carts before completing the transaction. Optimising your website for mobile devices is not an option today, but a necessity in e-commerce.

#7 – Technical problems in e-commerce

Technical problems are one of the most costly reasons for abandoned shopping carts.

Errors in the shopping cart, non-functioning buttons, frozen payments, or error messages during order processing effectively interrupt the purchasing process. Even a temporary technical problem can prevent a customer from returning to your shop.

Regular testing of the shopping path, payment monitoring and quick response to failures help reduce the cart abandonment rate and increase the number of successfully completed transactions.

#8 – Forcing registration/account creation

The need to create an account before purchasing is a common reason for cart abandonment.

Not every customer wants to go through the registration process just to complete a one-time transaction. Forcing customers to create an account lengthens the purchasing process and increases the risk of them abandoning their purchase before reaching the payment stage.

The option to purchase as a guest and simplified forms significantly increase the chances of completing an order and reduce the number of abandoned shopping carts in the shop.

#9 – Unclear return policy

An unclear return policy reduces trust and blocks purchasing decisions.

Customers want to know what will happen in the event of a complaint or product return. A lack of clear information about deadlines, costs or the return procedure may mean that, despite adding products to the cart, the transaction will not be completed.

A transparent return policy, visible at the shopping stage, increases the credibility of the shop and reduces the number of abandoned shopping carts.

#10 – Logistics and long delivery times

Long delivery times are one of the key reasons why customers abandon their shopping carts.

If the estimated delivery time is too long or unclear, customers will abandon their order and look for an alternative. In e-commerce, the speed of order fulfilment often determines the choice of shop.

Clear information about delivery times, the option to choose a faster delivery method, and efficient logistics help reduce abandoned carts.

Summary

Abandoned carts in e-commerce are the result of specific barriers in the purchasing process – from high delivery costs and lack of trust to technical problems and long delivery times.

Every unfinished transaction means lost orders and a real drop in revenue. At the same time, abandoned shopping carts are a valuable source of data about your customers’ behaviour. By analysing the moments when payments are interrupted, the length of the shopping path, or the choice of delivery methods, you can identify bottlenecks and implement effective corrective measures.

In practice, the following are of key importance:

• simplifying the purchasing process,
• transparent communication of costs,
• various forms of payment and delivery,
• optimising the website for mobile devices,
• building trust – through social proof, a clear return policy and clear information about delivery times.

In the context of e-commerce, customer recovery and abandoned shopping carts are also playing an increasingly important role – but that’s a topic for another article.

Want to recover abandoned shopping carts more effectively?

Automatic email, SMS or web push reminders allow you to remind customers that products are waiting in their shopping cart.

With a consistent customer profile, segmentation and personalised communication, you can effectively encourage customers to complete their transactions and even offer an additional discount or free delivery as an incentive to finish their purchases.

Frequently asked questions (FAQ)

What is a shopping cart?

A shopping cart is a feature in e-commerce that allows customers to add products before finalising their purchase. It is a place where users collect selected products, check their value and proceed to checkout.

How to recover abandoned shopping carts?

Recovering abandoned shopping carts involves re-engaging customers who have interrupted the purchasing process.

The most common methods are automated emails, text messages, push notifications, or remarketing ads that remind customers of their unfinished transaction and encourage them to complete it. Marketing automation activities help reduce the number of abandoned shopping carts and improve segmentation and personalisation.

To recover more carts, you can: offer customers free shipping, simplify the purchasing process, improve e-commerce UX (especially on mobile), or eliminate technical errors.

Abandoned carts – what are they?

Abandoned carts is a term used in e-commerce to describe situations where a customer adds products to their cart but does not complete the transaction and does not place an order.

Artykuł 10 reasons for abandoned carts in e-commerce pochodzi z serwisu expertsender.

This is where DKIM comes in, a mechanism that confirms that the email actually comes from your domain and has not been altered along the way.

In the rest of this article, we will show you:

• what DKIM is and what you can do with it,
• how it works technically,
• what a DKIM record looks like in DNS,
• how to correctly go through the configuration and verification process.

What is DKIM and what does it mean in practice?

DKIM is an email authentication mechanism that confirms the authenticity of the sender and the integrity of the message. In practice, this means that every email sent from a given domain is cryptographically signed, and receiving servers can verify that the email has not been modified and that it actually comes from the declared sender’s domain.

DKIM works at the domain level, not at the individual email address level, which is why it is so important for mass messaging, automation, e-commerce campaigns, and transactional communications.

Thanks to this mechanism, recipients and their mail servers receive a clear signal: ‘this domain can be trusted’.

From a business perspective, DKIM:

• improves message deliverability,
• reduces the risk of spam and impersonation of other senders,
• strengthens the sender’s reputation,
• increases the effectiveness of sending emails to customers.

DomainKeys Identified Mail: where does the name come from?

The name DKIM comes from DomainKeys Identified Mail and accurately describes how this standard works. Each email message is ‘identified’ by the domain it comes from, not just by the sender’s address visible to users.

In practice, this means that the sending server signs the message using a private key, and the receiving server verifies this signature by retrieving the public key from the domain’s DNS record. It is this link between the email and the domain that makes DKIM so effective in combating spam and phishing attacks.

DomainKeys Identified Mail has become an industry standard, supported by the largest receiving servers and email providers, such as Google (Gmail). Without DKIM, large-scale emailing is doomed to failure.

How does DKIM work?

DKIM works by signing each email with the sender’s domain private key and then verifying it on the recipient’s server.

In practice, the sending server generates a DKIM signature, which is included in the email headers, and then the receiving servers check this signature by retrieving the public key from the DKIM record published in the domain’s DNS.

The entire process is automatic and does not require user intervention. When an email is sent, the mail server signs the message and the selected headers are signed using the private key.

When the email reaches the recipient’s server, DKIM verification takes place: the server reads the selector, retrieves the appropriate TXT record from the DNS record, and compares the signature with the message content.

If the signature matches, the email is considered authentic and intact. If not, the email may be marked as suspicious, sent to SPAM, or rejected before it is delivered to the recipient.

DKIM and deliverability: less spam, more delivery

DKIM directly affects deliverability because it helps receiving servers distinguish authentic messages from unauthenticated ones. When DKIM is configured correctly, receiving servers receive a clear signal that the domain actually authorises the sending of these emails.

In practice, this means that emails with a valid DKIM signature are less likely to end up in SPAM, more likely to reach the inbox, and are treated as trusted. This is extremely important in e-commerce and Marketing Automation, where the volume of messages sent is high and the sender’s reputation is built over the long term.

Read also: Email deliverability in 2026: key observations and challenges for marketers >>>

DKIM also protects against someone impersonating your domain. If the domain does not have a valid DKIM record, receiving servers may reject messages even if the subject line and content are correct.

A well-configured DKIM:

• reduces the risk of ending up in SPAM,
• increases the effectiveness of message delivery,
• strengthens the trust of receiving servers,
• protects the domain from abuse.

What do you need to configure DKIM?

To configure DKIM, you need access to your domain, mail server or email sending tool, and the ability to edit your domain’s DNS. In practice, this means that you must own the domain from which you send emails and have access to its DNS zone – usually through your hosting panel or registrar.

Key elements that will be needed in the DKIM configuration process:

• sender domain from which emails are sent,
• mail server or Marketing Automation/email marketing platform,
• access to domain DNS configuration,
• ability to add a TXT record to the DNS zone.

It is worth remembering that DKIM is configured separately for each domain, and sometimes also for subdomains, if emails are sent from different sources.

Step 1: Generating a DKIM key

The first step in configuring DKIM is to generate a DKIM key from your email provider or email sending platform. This process takes place on the side of the tool you use to send emails – your mail server, Marketing Automation system, or other SaaS solution.

Each provider also provides configuration parameters such as the DKIM selector, record name, entry type (TXT), and full record value. This is exactly the data that you will add to your domain’s DNS in the next step.

Step 2: DKIM record in DNS: what does it look like and where to add it?

A DKIM record is a special TXT record in the domain’s DNS that contains the public key used to verify the DKIM signature. Receiving servers read it when checking the authenticity of an email.

A typical DKIM record:

• is of the TXT type,
• contains a selector (e.g. selector1._domainkey),
• is assigned to a specific domain or subdomain,
• contains a long string of characters that is the public key.

The DKIM record is added to the domain’s DNS, i.e. in the hosting panel, domain registrar or DNS provider. The place where the record is added is always the same – the domain’s DNS zone, regardless of which tool you use to send emails.

Step 3: Adding a TXT record in the domain zone (DNS configuration)

Adding a TXT record involves pasting the data received from the provider into the appropriate place in the domain’s DNS configuration. Although technically a simple operation, it requires accuracy – even a minor typo can cause DKIM to fail.

The most common elements of a TXT record are:

• record name (with selector and domain),
• record type: TXT,
• record value containing the public key,
• optional TTL (Time To Live, i.e. in this case the validity period of the data in the TXT record).

After saving the changes, the record is sent to the DNS, but it is not always visible immediately. DNS propagation can take from a few minutes to even several hours – this is a normal stage of configuration, which is influenced by the TTL value.

Step 4: Verification, i.e. make sure everything worka

The final stage of DKIM configuration is verification, i.e. checking that the DKIM record is correctly visible and used when sending emails. You can perform the verification directly in your email provider’s panel or using DNS checking tools such as PowerDMARC.com.

The DKIM verification process consists of:

• checking that the TXT record is correctly read from the DNS,
• confirming that the DKIM signature appears in the headers of sent messages,
• ensuring that the receiving servers correctly accept the signature.

Once DKIM has been successfully verified, it starts working automatically for all subsequent emails sent from that domain.

Summary

DKIM is one of the key email authentication mechanisms that directly affects the deliverability, security, and credibility of sent messages. Thanks to the cryptographic signature, receiving servers can confirm the authenticity of the sender and the integrity of the content, which significantly reduces the risk of spam and abuse.

Proper DKIM configuration requires access to the domain, generating a key from the provider, and adding the appropriate TXT record in DNS. Once verified, DKIM works automatically, supporting the domain’s reputation and the effectiveness of email delivery – especially in e-commerce and Marketing Automation, where the scale and repeatability of communication are crucial.

Author: Michał Kidoń

Frequently asked questions (FAQ)

How to check DKIM for a domain?

You can check DKIM for a domain by verifying the presence of a DKIM record in DNS and the headers of a sent email message. In practice, you can use tools to check DNS records or send a test email and analyse the headers for DKIM verification information.

How to generate a DKIM key?

A DKIM key is generated in the mail server panel or email sending tool. The system automatically creates a private key and a public key, and then provides the finished TXT record parameters to be added to the domain’s DNS.

What is DKIM security?

DKIM security is a mechanism for signing emails that protects them from modification and spoofing of the sender’s domain. By verifying the signature, receiving servers can confirm the integrity of the content and the authenticity of the sender.

DKIM abbreviation – what does it mean?

DKIM stands for DomainKeys Identified Mail. It refers to an email authentication standard that links each message to the sender’s domain using a cryptographic signature.

Artykuł DKIM – what is it and how do you configure it? pochodzi z serwisu expertsender.

In a world where customer data comes from dozens of sources and users are difficult to understand without context, CDP platforms turn chaos into valuable data.

In this article, we will show you:

• what CDP is,
• how CDP works and what it is used for,
• how to leverage the potential of customer data in practice.

No marketing slogans, just a perspective based on real e-commerce needs.

What is a Customer Data Platform?

A Customer Data Platform is not just another database or a tool for analysts.

It is a platform that allows the entire company to work with the same, up-to-date customer data. In one place and in real time. This makes CDPs the foundation for effective marketing, automation and personalisation within omnichannel activities.

A Customer Data Platform is a central data platform that collects, unifies and activates customer data from various sources to better understand each customer.

In practice, this means that CDP combines customer data from e-commerce, applications, internal systems, social media and other tools – into a single, consistent database.

The Customer Data Platform (CDP) operates as SaaS software that enables company-wide customer data management. It not only collects transactional data, behavioral data, and demographic data, but also prepares them for use in marketing campaigns and customer service processes. This allows marketers, e-commerce teams and customer service departments to work from a single, comprehensive database of customer information.

Unlike a traditional database, a Customer Data Platform actively supports the activities of multiple departments – it enables real-time segmentation, personalisation and automation, while complying with applicable regulations and protecting customer data.

Why are CDP and e-commerce a perfect match?

CDP perfectly meets the needs of e-commerce because it allows you to understand customer behaviour throughout the entire purchasing cycle and respond to it in real time.

E-commerce generates huge amounts of customer data, from purchase history and behavioural data to interactions in mobile applications, SMS and email marketing.

CDP platforms enable the integration and unification of this data in one place, which translates into better audience segmentation, more relevant offers and more effective marketing campaigns. Thanks to CDP, e-commerce can conduct personalised marketing activities towards potential customers and regular users, increasing conversion, customer lifetime value, loyalty and cart value.

Without CDP, managing data and marketing activities becomes costly and inefficient.

See also: What is e-commerce? >>>

How CDP works: data from different sources to a unified customer profile

CDP acts as a central database. It allows you to organise and activate customer data from different sources. In practice, the Customer Data Platform collects data scattered across multiple systems, applications and channels, and then combines it into a single, consistent view of the customer.

Thanks to the integration and standardisation of data, the platform enables a complete understanding of customer behaviour. This is the foundation of effective marketing and sales activities.

Customer identification

Customer identification in CDP involves recognising and combining all interactions of the same user into a single, consistent customer profile.

The Customer Data Platform uses various identifiers to link customer data from multiple touchpoints. Examples of customer identifiers include:

• email address,
• telephone number,
• cookie ID,
• device ID,
• IP address,
• loyalty card number,
• login/profile.

In practice, CDP combines anonymous user data with known customer data, e.g. when logging in, subscribing to a newsletter or making a purchase.

Advanced CDP platforms such as ExpertSender also use matching rules and artificial intelligence mechanisms to improve customer identification quality and minimise errors resulting from duplicates or incomplete data.

As a result, each customer is represented by a single, up-to-date profile that can be immediately used for segmentation, personalisation, and automation of marketing activities.

Customer data integration and data standardisation

Customer data integration involves collecting data from various sources and combining it on a single platform without losing context. The Customer Data Platform integrates data from e-commerce, applications, internal systems, marketing tools, mobile applications and social media.

A key element is data standardisation, i.e. the standardisation of formats, identifiers and customer attributes. The platform normalises information, organises field names and removes inconsistencies, so that customer data can be used in analysis, segmentation and automation. Without this step, even the largest database has no real operational value.

Combining behavioural and transactional data

Consistent customer profiles are created when the CDP combines behavioural, demographic and transactional data into a single, dynamic view of each customer. The Customer Data Platform assigns all interactions, purchases and activities to a specific user, regardless of the contact channel.

Behavioural data shows how customers navigate the site, respond to marketing campaigns and use applications, while transactional data reveals the real value of the customer, their purchase history and purchasing preferences. Combining these two types of customer data enables the creation of consistent customer profiles.

As a result, CDP platforms enable marketing and e-commerce teams to better understand their audience’s needs, precisely segment users, and conduct effective, personalised marketing activities. Each customer ceases to be an anonymous record in a database and becomes a complete, contextual profile ready for activation as part of an automation campaign.

How to use CDP platforms for marketing and automation?

CDP platforms enable the translation of customer data into specific, automated marketing activities in real time. By combining customer data from various sources, CDP not only allows you to analyse audience behaviour, but above all to actively respond to it in every channel of contact.

The Customer Data Platform is becoming a central tool for marketing, sales and customer service departments.

Real-time audience segmentation

Audience segmentation in CDP is dynamic, based on current customer data and their behaviour in real time. Customer Data Platform allows you to create audience segments based on behavioural, transactional, demographic and preference data.

This allows marketers to respond to specific user actions – such as visiting a website, abandoning a shopping cart, purchasing in a given category, frequency of purchases or returning after a long break – and immediately launch tailored marketing campaigns.

Personalisation of omnichannel communication: email, SMS, web push, on-site

CDP enables the personalisation of communication across every channel based on a single, consistent customer profile. CDP platforms power personalised emails, SMS, web push and on-site communication.

This ensures that recipients receive consistent content regardless of the channel, and that communication personalisation is based on actual behaviour, purchase history and preferences, rather than static contact lists.

Read also: Omnichannel – what is it and how does it work? >>>

Automating marketing activities and increasing sales

Automating marketing activities in CDP allows you to launch campaigns exactly when the customer is ready to interact. Customer Data Platform enables the creation of automation scenarios based on events, segments and changes in customer data.

Thanks to automation, marketers increase the effectiveness of marketing campaigns, shorten response times and scale activities without manual intervention. This directly translates into increased sales and better utilisation of customer data potential.

Product recommendations

CDP supports the display of product recommendations by utilising the full context of customer behavioural and transactional data. The platform analyses purchase history, viewed products and previous interactions to tailor offers to each customer’s needs.

Thanks to integration with artificial intelligence mechanisms, recommendations can be dynamically updated and used in emails, on the shop website (on-site) and in remarketing campaigns, increasing conversion and cart value.

Summary

Today, the Customer Data Platform is the foundation of modern e-commerce, allowing customer data to be used effectively in marketing, sales and customer service. By integrating data from various sources, standardising it and building consistent customer profiles, CDP transforms scattered data into an organised, actionable knowledge base about recipients.

CDP platforms enable customer identification, real-time audience segmentation and personalisation of omnichannel communication – from email and SMS to on-site and web push communication. Combined with marketing automation and product recommendations, CDP allows you to scale your activities, increase sales and build long-term customer loyalty through loyalty programmes.

As a result, the Customer Data Platform ceases to be merely a technological tool and becomes a strategic solution supporting the development of the entire company. For e-commerce businesses that want to better understand their customers and act on data, CDP is not so much an option as a natural next step.

Frequently asked questions (FAQ)

What is a CDP platform?

A CDP platform is a system that centralises and organises customer data in one place. The Customer Data Platform collects data from various sources, standardises it and makes it available for use in personalised marketing campaigns, sales and real-time customer service.

What are the goals of implementing a CDP platform?

The main goal of implementing a CDP platform is to identify customers, better understand their needs, and make marketing and sales activities more effective.

CDP allows you to build consistent customer profiles, perform precise segmentation, personalise communication and automate marketing activities across the entire company.

How does CDP differ from CRM?

CDP differs from CRM in that it focuses on the full picture of customer behaviour, not just sales relationships.

A Customer Data Platform integrates behavioural and transactional data from multiple sources, while CRM (Customer Relationship Management) focuses primarily on contact details and sales processes.

What is the difference between ETL and CDP (Customer Data Platform)?

ETL is a technical data processing process, while CDP is a complete platform for managing and activating customer data.

ETL is used to transfer data between systems, while Customer Data Platform enables its unification, analysis and use in marketing activities and automation. CDP also acts as a centralised customer database and Marketing Automation tool.

Artykuł Customer Data Platform (CDP) – what is it and how to use it? pochodzi z serwisu expertsender.

In e-commerce, Web Push works particularly well where time, context and quick response to user behaviour are important. It can support sales, increase engagement, recover lost traffic and complement other communication channels. The key, however, is to use this technology consciously – not as a single tool, but as part of a broader Marketing Automation strategy.

In this article, we show you 9 effective uses of Web Push Notifications in e-commerce – from sales scenarios and transactional communication to building your own channel of communication with users.

Web Push Notification – what is it?

A Web Push Notification is a short message sent to the user’s browser after they have given their consent. It can be displayed even when the user is not currently on the shop’s website, which makes Web Push an extremely effective channel for reaching customers.

In practice, push notifications take the form of system messages visible on the screen of a computer or mobile device. They usually consist of a title, short content and an action element that takes the user to a specific subpage with a single click, for example, a product card or a landing page with a promotion. Thanks to this, Web Push combines visibility with simplicity of operation.

From an e-commerce perspective, the fact that Web Push operates on a permission-based model is crucial. This means that messages are sent only to users who have consciously agreed to receive them. Combined with behavioural data and automation solutions, Web Push can become a precise tool for responding to specific user needs – at the right time and in the right context.

In summary: the push notification service is a direct, fast and consent-based channel of communication with the user. In e-commerce, it works best when integrated with user behaviour data and used within consistent Marketing Automation scenarios.

Want to learn more? Read: Web Push Notification – how to use push notifications in marketing? >>>

9 rules for effective push notifications in e-commerce marketing

Effective push notifications in e-commerce are not about mass messaging, but about matching the content, timing and context to user behaviour.

Web Push works best when it is part of a well-thought-out Marketing Automation strategy and actually supports the user in the purchasing process.

Below are some of the most effective and frequently used push notifications in e-commerce.

#1: Abandoned cart – Web Push as an immediate purchasing impulse

Web Push in the abandoned cart scenario allows you to react immediately after the purchasing process has been interrupted. This ensures that the message reaches the user when their purchasing intention is still high and the decision has not yet been finalised.

In practice, a Web Push notification can be sent a few or several minutes after leaving the cart and contain a simple, clear message – a reminder of an unfinished purchase, information about product availability or a subtle incentive to return, e.g. in the form of free delivery.

The short form and the ability to go directly to the shopping cart with a single click mean that Web Push often works faster than email, which the user may not read for several hours.

This scenario works best as part of event-based automation. Web Push does not replace other channels here, but complements them as the first and fastest point of contact. In a well-designed omnichannel strategy, it can initiate the user’s return, and only in the next step be supported by email or other forms of communication.

#2: Back in Stock – automatic notifications about product availability

Back in Stock Web Push notifications respond to one of the most specific user needs – information about the re-availability of a product. This is one of the most effective scenarios because it reaches recipients with a very high purchase intention.

A user who was interested in an unavailable product expects short and clear information. Web Push is ideal for this role because it allows you to immediately inform the user about the change in status and direct them directly to the product page. In this case, time is of the essence – the faster the message reaches the recipient, the greater the chance of finalising the purchase.

The ‘Back in Stock’ scenario is based on the user’s clearly expressed consent and specific intention. As a result, notifications are perceived as useful and desirable, rather than an intrusive form of advertising. This is an example of Web Push that not only increases sales but also positively impacts the shopping experience.

#3: Price Drop Alert – push notifications about price reductions

Price Drop Alert Web Push notifications allow you to immediately inform the user about a price reduction for a product they were previously interested in. This scenario is based on a very strong purchase intention, as the user already knows the product and is often consciously waiting for a better offer.

In practice, Web Push works better here than other channels because it reacts in real time to price changes and does not require the user to actively check the offer. A short message with clear information about the reduction effectively shortens the path to purchase and increases the conversion rate.

#4: Flash Sales and time-limited promotions sent in real time

Web Push is ideal for communicating short-term ‘Flash Sale’ promotions, where time and immediate response from the recipient play a key role. In such scenarios, it is important to get the message across quickly and create a sense of urgency that cannot be achieved in every communication channel.

Push notifications sent at the start of a promotion or shortly before its end effectively attract the user’s attention. A short message and clear information about the limited duration of the offer significantly increase the chance of finalising the purchase.

In the context of omnichannel, Web Push can act as a channel that initiates traffic, which is then reinforced by other marketing activities.

#5: Reactivation of inactive users

Web Push is an effective way to re-engage users who have been inactive for a long time and do not respond to email marketing. In such cases, push notifications allow you to ‘stand out’ from the email inbox and remind users about the offer in a less congested communication channel.

Reactivation scenarios based on Web Push can be triggered after a specified period of inactivity – for example, a few weeks after the last visit or purchase.

A short, contextual message with a simple message, such as new products, a limited-time promotion, an individual discount code or a personalised recommendation, can effectively encourage the user to return to the website.

#6: Notifications about order status and important events

Web Push transactional notifications primarily serve an informational function, providing real support for the user’s shopping experience. They allow you to quickly convey key information, such as order confirmation, shipping status changes, or package preparation for collection.

In practice, Web Push works well here as a supplement to email because it reaches the user immediately and does not require them to check their inbox. A short message displayed on the user’s screen reduces uncertainty after purchase and builds a sense of control over the entire order fulfilment process. This is particularly important at moments that have a direct impact on trust in the shop.

Transaction scenarios based on Web Push are usually very well received by users because they carry real informational value. As a result, notifications of this type are rarely perceived as marketing, but more often as a natural part of customer service that positively influences the overall shopping experience.

#7: Cross-sell and up-sell after purchase based on user behaviour

With push notifications, you can effectively support cross-sell and up-sell activities after a purchase has been completed. Unlike communications sent ‘blindly’, push notifications triggered after a transaction refer to a specific product that the user has already purchased, which significantly increases their relevance.

In practice, Web Push can inform about complementary products, accessories or extensions to the offer that naturally complement the purchase made. A short message sent at the right moment – for example, after receiving an order or a few days after delivery – allows you to re-engage the user without excessive sales pressure.

Cross-sell and up-sell scenarios based on behavioural data fit well with the Marketing Automation and Omnichannel approach. Thanks to them, Web Push becomes a precise recommendation channel that not only increases the value of the shopping cart in the long term, but also builds a sense of tailored, personalised communication.

#8: Personalised product recommendations

Web Push is ideal as a channel for sending personalised product recommendations based on the user’s actual activity on the website. This means that messages are not random, but are based on specific interests, such as products viewed, categories or previous interactions.

In practice, push notifications can remind users of previously viewed products, suggest similar models or present bestsellers from a category that has attracted the user’s interest.

This makes communication contextual, tailored to the stage of the purchasing path and perceived as helpful rather than intrusive promotion.

#9: Collecting consent and building your own communication channel (owned media)

Web Push is not only a tool for implementing specific campaigns, but also an effective way to build your own independent communication channel with users. Each consent to receive Web Push notifications increases the audience base that the brand can reach without intermediaries and additional broadcasting costs.

Unlike paid advertising channels, Web Push allows you to communicate with users who have already shown interest in your offer and have consciously signed up to receive messages. This makes this channel a valuable part of your owned media strategy, especially in e-commerce, where the cost of acquiring traffic is constantly increasing.

Building a Web Push subscriber base in combination with Marketing Automation and Customer Data Platform enables long-term, consistent communication based on data and user behaviour. As a result, Web Push ceases to be a one-off campaign tool and becomes a permanent element of brand communication.

Do you want to increase sales in your online store without increasing your campaign budgets?

This is possible if you start making better use of the data, automation and channels you already have. Web Push, email marketing and omnichannel communication based on user behaviour allow you to recover sales, increase conversion and build relationships without constantly raising costs.

With the ExpertSender platform, you can combine Web Push with Marketing Automation and Customer Data Platform, creating consistent scenarios tailored to the real needs of your customers.

Automatic campaigns, real-time personalisation and full control over communication ensure that every contact with the user works towards the success of your shop.

Want to see how it works in practice? 👉 Check out how to increase sales with marketing automation.

Summary

Web Push Notifications are a versatile and effective communication channel that can really support sales, user engagement and after-sales service in e-commerce. When used properly, push notifications allow you to respond to user behaviour in real time and reach them with a message exactly when it is most valuable.

The key to the effectiveness of Web Push is context, personalisation and integration with other channels as part of a Marketing Automation and Omnichannel strategy.

Whether it’s an abandoned cart, a price reduction, product recommendations or transactional communication, Web Push works best when it is based on data and clear user consent.

Well-designed Web Push scenarios not only increase conversion, but also build your own lasting channel of communication with your audience. This makes push notifications not a one-off campaign tool, but a long-term element of your e-commerce development strategy.

Read also: Omnichannel – what is it and how does it work? >>>

Artykuł 9 effective uses of Web Push Notifications in e-commerce pochodzi z serwisu expertsender.

For marketers and e-commerce specialists, this means a real opportunity to quickly contact the recipient without needing their email address or telephone number. At the same time, Web Push places specific requirements on the user experience, obtaining consent and consistency of communication across multiple channels.

In the rest of this article, we will show you:

• what exactly Web Push Notification is,
• when it is worth asking for consent,
• how to use Push notifications as part of an effective omnichannel strategy.

All without technical jargon, but with an emphasis on practice and real-world application in Marketing Automation. Enjoy reading!

How does the Web Push Notification mechanism work?

Web Push is a technology that allows you to send short messages in the form of a pop-up window directly to the user’s browser, even when they are not currently on the website. In practice, Web Push Notification works as a form of instant messaging that appears on the user’s screen in the form of a notification.

The Web Push mechanism is based on several key elements. A user visiting the website receives a request for consent (opt-in) to receive notifications, and after giving their consent, the recipient’s browser creates and saves a unique identifier. It is thanks to this identifier that Web Push notifications can be sent later.

Importantly, the entire process takes place within web browsers such as Google Chrome, Safari or Firefox, without the need to install any applications.

User consent to send push messages

From a marketing perspective, it is also important that Web Push Notification operates on a permission-based model. This means that users themselves decide whether to receive notifications, and the brand has no influence on their display without prior consent.

This is where the concept of compliance comes in, i.e. compliance with data protection and user privacy regulations and rules. In practice, compliance means, among other things:

• clearly informing users about the purpose of sending notifications,
• providing an easy opt-out option,
• sending only those messages to which the recipient has actually consented.

Web Push as part of an omnichannel approach

Push notifications work best when they are part of a broader omnichannel strategy, rather than a standalone communication channel. In this approach, push notifications complement email marketing, SMS, on-site messages and in-app activities, creating a consistent user experience.

By integrating Web Push with behavioural data, it is possible to send messages tailored to the user’s current activities on the website.

For example: a user who has been browsing a specific product category may receive a notification about a promotion or product availability at exactly the moment when it matters most. Such activities strengthen the consistency of communication and increase the chance of conversion.

Read also: Omnichannel – what is it and how does it work? >>>

How does Web Push differ from App Push (Mobile Push)?

Web Push and App Push (Mobile Push) differ primarily in their operating environment, the method of consent, and their dependence on applications. Web Push works in a web browser, while App Push requires a mobile application to be installed and is directly linked to the device’s operating system.

In the case of Web Push, the user consents to receiving notifications without installing an application – a one-time opt-in in the browser is sufficient. Web Push notifications are then displayed on the user’s screen as system messages, even when the page is closed.

App Push works differently: mobile notifications are sent only to users who have installed the application and given their consent within it, most often through services such as Firebase Cloud Messaging.

The differences are also evident in the context of data and compliance. Web Push is based on consents assigned to the browser, not to a specific person or device, which means less personal data and simpler compliance management. App Push offers greater opportunities for personalisation and integration with app features, but comes with a higher barrier to entry and greater responsibility for user data protection.

From an e-commerce perspective, Web Push is often the first step in building a direct communication channel, while App Push works well where the mobile app is already firmly embedded in the purchasing path.

In an omnichannel approach, the two channels do not compete with each other but complement each other – provided that the messages sent are consistent.

When to ask for consent to encourage the recipient to subscribe?

The best time to ask for consent for Web Push is when the user has already performed their first valuable action on the website. The request to receive Push notifications should appear when the user understands the context and potential benefit, not when they first visit your website.

In practice, this means that it is worth linking the opt-in request to user behaviour. For example, after viewing several subpages, adding a product to the cart, subscribing to a newsletter, or after a certain period of activity.

This increases the chance that recipients will treat Web Push as a useful communication channel, rather than just another worthless pop-up window. It is worth noting that web browsers only give one chance to ask for consent – if the user rejects it, the brand has very limited influence on displaying the prompt again.

The legal context and transparency of communication are equally important. The user should understand what they are signing up for and what messages will be sent. A brief explanation of the purpose of receiving Web Push notifications – e.g. information about promotions or important events – significantly increases the effectiveness of the subscription and reduces subsequent unsubscriptions. Such transparency builds trust in your company and strengthens the entire marketing communication process.

Where and how are Web Push notifications displayed?

Web Push notifications are displayed directly on the user’s screen as browser system messages, regardless of whether they are currently browsing your website. This means that Web Push reaches the recipient outside the context of the website itself, which distinguishes it from banners or on-site messages.

In practice, Web Push notifications appear on the recipient’s screen (on a computer desktop or mobile device screen). Their exact form depends on the web browser and operating system used by the user. Most often, they are short messages consisting of a title, content and icon. Such a notification allows you to go to the indicated page with a single click.

It is worth noting that Web Push only works in browsers that support this technology. The most popular ones are Google Chrome, Firefox, Edge, Safari and Opera. They allow you to receive notifications on both desktop and mobile devices. In any case, notifications are only displayed to those who have previously agreed to receive them, and the browser itself only acts as an intermediary in delivering the message.

An important feature of Web Push is that the user has full control over their visibility. They can block notifications at any time, change their settings or opt out of receiving messages altogether. From a marketer’s perspective, this means that the quality of the content must be ensured. Notifications that are too frequent or irrelevant quickly lose their effectiveness and may be disabled.

Web Push applications in e-commerce

Web Push has a wide range of applications in e-commerce, primarily because it allows you to respond to user behaviour in real time and reach them outside of the website itself. This channel works well for both sales and informational communication, supporting the entire purchasing process – from the first visit to after-sales service.

In practice, Web Push notifications are used, among other things, to remind users about abandoned shopping carts, inform them about product availability, provide information about promotions or limited-time offers, and for transactional communication, such as order status or changes in its fulfilment. Increasingly, Web Push also serves as a tool for reactivating users and directing traffic to selected subpages and various landing pages.

In the context of Marketing Automation and the omnichannel approach, Web Push does not operate in isolation from other channels. It brings the best results when it is integrated with email marketing, on-site communication, SMS or mobile applications and uses shared user data. This makes it possible to send consistent, contextual messages tailored to the stage of the purchase path and the real needs of the recipient.

However, each of these applications requires an appropriate scenario, the right moment to send the message, and well-thought-out content. That is why we discuss detailed examples and ready-made scenarios in a separate article.

Read also: 9 effective uses of Web Push Notifications in e-commerce >>>

Automation of sending and automation scenarios

Web Push automation involves sending notifications in response to specific user behaviour, rather than according to a rigid schedule. This ensures that messages reach the recipient at the right moment – exactly when the user performs a specific action or meets a defined condition.

In practice, automation scenarios for Web Push are based on events and behavioural data collected in other communication channels, such as a website or email.

This could be adding a product to the cart, browsing a specific category, lack of activity for a certain period of time, or the user returning to the website. Automation not only allows you to trigger the sending of notifications, but also to control their frequency, order and exclusions so that communication is consistent and unobtrusive.

The key advantage of automation is scalability. Once designed, the scenario works continuously and supports a large number of users without the need for manual intervention each time.

Effective omnichannel communication in ExpertSender

Effective omnichannel communication is based on the coordination of all user data and all channels within a single system. In this approach, Web Push is not a separate tool, but part of a larger Marketing Automation ecosystem.

With the ExpertSender platform, it is possible to combine Web Push with email marketing, SMS, on-site communication and data from other points of contact between the user and the brand. Automation scenarios can take into account both the history of behaviour on the website and previous responses to other messages, allowing for precise selection of the channel, timing and content of the message. If a user has not responded to an email, the next step may be Web Push – or vice versa.

This approach avoids duplication of messages and an excessive number of notifications, while increasing the consistency of the entire communication path. Web Push then becomes a natural complement to marketing and omnichannel strategies, supporting both sales and relationship activities without losing control over the user experience.

Summary

Web Push is an effective communication channel that allows you to reach users in real time without needing their contact details. Properly planned Push notifications, based on consent, context and behavioural data, can really support sales, engagement and customer service in e-commerce.

The key to success is to treat Web Push as part of a broader omnichannel strategy and to use automation to send messages at the right time. This makes Web Push not only a tool for quick response, but also a conscious channel that builds a consistent user experience with the brand.

Frequently asked questions (FAQ)

What are Web Push Notifications?

Web Push Notifications are short messages sent directly to the user’s browser after they have given their consent. With Web Push, you can quickly reach your audience even when they are not currently on your website.

Is sending Web Push notifications free?

The Web Push technology itself is free because it is based on mechanisms available in browsers. Costs may arise on the side of the Marketing Automation tool or platform that enables delivery management, automation and integrations.

What is a Push notification?

What is Web Push and how does it work? Answer: A Push notification is a short message displayed on the user’s screen as a system message. Such notifications can be sent from both a mobile application and a web browser, always with the recipient’s prior consent.

What is Push Service?

Push Service is an external service maintained by the browser manufacturer (e.g. Chrome, Firefox, Safari) that acts as an intermediary in the delivery of push notifications. After consent (opt-in), the browser registers the user’s device in its Push Service and receives a unique subscription ID. This makes it clear that the browser wants to receive notifications.

When your server sends a notification, it does not go directly to the user’s browser, but first to the Push Service. This service maintains a constant connection with the browser and is responsible for the secure and reliable delivery of the message, even when the website is closed.

Importantly, the Push Service does not require the user’s phone number or email address – communication is based solely on a technical subscription ID. This allows the Web Push mechanism to operate independently of user accounts and meet privacy requirements.

Artykuł Web Push Notification – how to use push notifications in marketing? pochodzi z serwisu expertsender.

Today, e-commerce is not just about online shops, but an entire ecosystem of technologies, processes and tools that enable online shopping: quickly, conveniently and without geographical restrictions. From anywhere and at any time.

In a world where millions of internet users search for products, compare online offers and make payments every day, electronic commerce has become a natural environment for trade. What’s more, it allows companies to reach potential customers around the world, offering a wide range of products, online services and digital products.

However, e-commerce is much more than it may seem at first glance. It is a complex process involving product sales, logistics, payments, IT, customer service and marketing (including Marketing Automation).

E-commerce in practice – what does e-commerce involve?

Electronic commerce is a comprehensive process of conducting commercial transactions via the internet. It combines product sales, customer communication, logistics, payments and after-sales service in one coherent system.

In practice, e-commerce involves much more than just an online shop. It encompasses the entire purchasing process:

• from the moment of first contact with the offer,
• through the ability to search for goods,
• the ability to compare competitive offers,
• to the moment of placing an order and making a payment.

Customers can make purchases quickly and conveniently, without leaving their homes, using the offers available in e-commerce or on various types of platforms.

In modern e-commerce, technologies that enable companies to sell products and services directly to individual customers, shortening the chain of intermediaries, play a key role. Bypassing this chain not only reduces costs, but also increases control over customer service quality and order fulfilment speed.

The e-commerce ecosystem consists of, among others:

• online shops and sales platforms,
• payment systems such as bank transfers, mobile payments and deferred payments,
• logistics solutions, including integrations with courier companies and logistics centres,
• marketing tools to support effective marketing strategies and sales automation.

Customer service is also an important element of e-commerce, which includes pre-purchase contact, support during the decision-making process and after-sales activities. It is the quality of communication and personalisation that largely determines whether a customer will buy, and then return and make further transactions.

Importantly, global reach allows companies to reach customers around the world, offering online products and services without physical barriers. This gives e-commerce businesses almost unlimited scalability, and customers access to a wide range of products, often unavailable in local, traditional retail stores.

E-commerce also includes the sale of digital products such as online courses, e-books and subscriptions, which do not require physical delivery. This model significantly reduces order fulfilment times and operating costs, making it attractive to both businesses and customers.

In summary: e-commerce is a multidimensional system that integrates sales, logistics, payments, marketing and customer service in a single digital environment. Online commerce is not limited to an online shop – it is a comprehensive business model that allows you to reach more customers than traditional commerce.

E-commerce models: B2C, B2B and C2C

The most common e-commerce models are B2C, B2B and C2C, which determine who sells products or services to whom in e-commerce.

Each of them differs in terms of the purchasing process, the nature of the relationship, the value of the transaction and the method of communication with customers.

In practice, these models determine the sales strategy, customer service, the selection of technological tools and the business model of the entire business. Choosing the right approach is crucial for scaling the business and building a long-term competitive advantage.

B2C: companies sell products directly to customers

The B2C (business to consumer) model involves companies selling products or services directly to individual customers via the internet.

This is the most popular form of e-commerce, used mainly by e-commerce, D2C (direct to customer) brands and sales platforms such as eBay and Amazon.

In this model, an intuitive purchasing process, an attractive online offer, fast delivery and efficient customer service are of key importance. Consumers expect convenience, transparent information, the ability to compare competing offers and secure payment methods, which directly affects conversion and loyalty.

B2B: electronic commerce between businesses

The B2B (business to business) model refers to electronic commerce between businesses, where sales take place between companies.

Transactions in this segment are characterised by higher value, a longer decision-making process and more complex commercial terms.

E-commerce platforms in the B2B model often offer individual price lists, negotiations, credit limits or system integrations. Operational efficiency, process optimisation and the ability to scale sales while maintaining high-quality business customer service are key here.

C2C: electronic commerce between consumers

The C2C (consumer to consumer) model is electronic commerce between consumers, in which private individuals sell products to other users via online platforms.

This usually takes place through auction portals, classifieds websites and online auctions.

This segment of individual retailers has been growing rapidly for many years. It is driven by the sharing economy, the sale of second-hand goods and the growing popularity of second-hand shopping.

C2C platforms such as Vinted and Poshmark provide users with tools for conducting transactions, rating systems and security mechanisms that increase customer (user) confidence.

Where does e-commerce take place?

Today, e-commerce operates across multiple channels simultaneously. Online shops, apps, marketplace platforms, auction portals, comparison engines and social media collectively create an environment where customers can shop from anywhere and at any time convenient for them.

In practice, the more points of contact with customers a brand offers, the greater the chance of reaching new customers, increasing conversion rates and building long-term relationships.

Online shops, e-commerce platforms

Online shops and e-commerce platforms are places where customers actually shop online – just like in a traditional shop, but without leaving their homes. This is where users:

• find the product they are interested in,
• read its description,
• view photos,
• check the price and availability,
• add it to their cart,
• and finally place an order and make a payment.

In practice, e-commerce works like a digital equivalent of a brick-and-mortar shop – instead of shelves, we have lists and product categories, instead of sales assistants, we have chat or a helpline, and instead of a cash register, we have quick online payments.

Auction portals and marketplaces

Auction portals and marketplaces are an important pillar of e-commerce, bringing together many retailers and millions of customers in one place.

Platforms such as eBay enable both classic sales and online auctions, offering a wide selection of products at competitive prices.

For businesses, this is a quick way to reach a wide range of potential customers, and for consumers, it is a convenient way to compare competitive offers in one place. Marketplaces also eliminate some of the technological barriers, allowing businesses to start selling without having to build their own online shop.

Comparison engines

Price comparison engines play an important role in the customer decision-making process, allowing for a quick comparison of competitive offers available in various e-commerce stores. Tools such as PriceRunner support informed purchasing and allow customers to find the best value for money.

For sellers, being present on comparison engines means increased visibility of their offer, attracting new customers and a real impact on sales growth. As a result, comparison engines are becoming an important part of the marketing strategy in the e-commerce industry.

Social media

Social media are increasingly serving as a fully-fledged sales channel in the social commerce model.

Platforms such as Facebook, Instagram and TikTok enable the presentation of offers, direct communication with customers and the smooth redirection of users to e-commerce sites opened in the application’s built-in browser, where the purchase is finalised. There are also solutions that function as part of the application, such as Facebook Marketplace.

In practice, this means that the user sees the product in a post, story or advertisement, clicks on the link, and is immediately taken to the store’s website – without having to manually enter the address or open a new tab in the browser. The entire process is therefore quick, intuitive and without unnecessary barriers, which significantly shortens the purchasing path.

As a result, social media platforms are no longer just a communication channel, but a real sales tool that allows brands to reach new customers, build relationships and effectively increase conversion.

Marketing and automation – how do CDP and omnichannel help win customers?

CDP and omnichannel strategy help companies acquire customers more effectively because they allow them to collect, combine and use data from multiple channels to conduct personalised, automated sales communication.

In practice, this means that all data about user behaviour – visits to the online store, clicks on advertisements, purchase history or responses to emails – is sent to a single central system. This gives the company a complete picture of the customer, rather than individual, isolated actions.

CDP (Customer Data Platform) enables the creation of detailed customer profiles, audience segmentation and dynamic tailoring of communication to their needs, preferences and stage of the purchasing process. Instead of sending the same messages to everyone, the brand can precisely target specific groups – e.g. people who abandon their shopping cart, returning customers or users interested in a specific product category.

Omnichannel ensures a consistent shopping experience across all touchpoints with the brand. Customers can start the purchasing process in the app and finish it in the online shop – without losing context, interaction history or personalisation of the offer.

Combining CDP with Marketing Automation allows you to:

• automatically respond to user behaviour,
• personalise communication in real time,
• run effective retention and cross-selling campaigns and loyalty programmes,
• increase conversion and cart value,
• build long-term customer relationships.

The result? The company sells more without increasing its advertising budget, and customers receive tailored, useful messages instead of random promotions.

Summary

Today, e-commerce is not just online sales, but a complete business model that combines technology, logistics, marketing and customer service into one coherent system.

Thanks to e-commerce, sales platforms, marketplaces and social media, companies can reach customers all over the world and scale their sales.

The key to success in e-commerce is combining an effective sales strategy with modern marketing based on data, automation and an omnichannel approach. It is the synergy of technology, processes and customer experience that determines competitive advantage and long-term growth in e-commerce today.

Read also: Omnichannel – what is it and how does it work? >>>

Frequently asked questions (FAQ)

What is e-commerce?

E-commerce involves the sale of products and services via the internet, from the presentation of the offer to payment processing and delivery. It covers the entire purchasing process, including marketing, customer service, logistics and sales automation.

How to start e-commerce?

To start an e-commerce business, you need to choose a business model, sales platform, product range (including building a network of suppliers) and a method of order fulfilment and payment.

It is also crucial to plan a marketing strategy and implement analytical and automation tools that will allow you to scale your sales.

What is the definition of e-commerce?

The definition of e-commerce refers to the sale of products and services via the internet, covering the entire purchasing process – from the presentation of the offer to payment and delivery.

Electronic commerce also includes marketing, customer service, logistics and sales automation.

Why does e-commerce offer faster deliveries?

Faster deliveries are possible thanks to process automation, logistics integrations and modern distribution centres. E-commerce companies optimise their supply chains, which allows them to reduce order fulfilment times to as little as a dozen or so hours.

What growth opportunities does e-commerce offer?

E-commerce offers almost unlimited growth opportunities thanks to its global reach, sales automation and operational scalability. Companies can easily test operations in new markets, expand their offerings and reach an ever-wider range of customers.

Why does e-commerce generate lower operating costs?

Lower operating costs result from reduced expenditure on retail space, stationary staff, traditional infrastructure, and often by bypassing the chain of intermediaries.

The automation of sales and customer service processes further increases cost efficiency.

What are the most important advantages of e-commerce?

The main advantages of e-commerce include:

• convenience of shopping,
• wide selection of products,
• ability to compare offers,
• global reach,
• lower operating costs.

What does the process of purchasing goods in e-commerce look like?

Buying goods in e-commerce involves selecting a product in an online shop, adding it to your cart, placing an order and making an online payment. The entire process is fast, intuitive and accessible from anywhere in the world.

Artykuł What is e-commerce? pochodzi z serwisu expertsender.

This is where KPIs come in – as a filter that separates relevant information from noise.

Well-chosen KPIs help you understand the condition of your company, assess the effectiveness of processes and make informed decisions based on figures rather than intuition.

In the rest of this article, we will show you:

• what exactly KPIs are,
• how to link them to business goals,
• how to plan key performance indicators so that they really support the company’s development.

What are KPIs and why do companies need them?

KPIs are key performance indicators that help measure the degree to which business and operational goals are achieved within a specified time frame. In practice, KPIs show whether the actions taken in sales, marketing, customer service, finance or HR are actually delivering the expected results.

Key Performance Indicators – their key importance lies in the fact that they are closely linked to the organisation’s priorities. They enable companies to assess the effectiveness of processes, monitor the efficiency of resource utilisation and respond more quickly when an area needs improvement.

In e-commerce and marketing automation systems, KPIs often operate in real time, enabling a quick response to changes in customer behaviour.

KPIs are also a management control tool – they support decision-making, priority setting and the evaluation of teams or individual employees. From an organisational perspective, KPIs strengthen a data-driven organisational culture and build accountability for results.

KPIs and business objectives: how to combine them?

Key performance/efficiency indicators should be directly derived from business objectives in order to have real decision-making value. If an indicator does not support the achievement of a strategic or operational objective, it becomes just a number in a report. A number that introduces unnecessary noise.

The process of linking KPIs to business objectives should start with a clearly defined goal, such as increasing revenue, increasing the number of customers or improving customer loyalty. Next, key performance indicators are defined to assess progress over a given period. Such KPIs are closely linked to overall business objectives and show whether marketing, sales or operational activities actually support their achievement.

In practice, this means that KPIs do not measure ‘activity for activity’s sake,’ but rather results – e.g., the impact of a campaign on revenue, customer satisfaction, or customer acquisition cost. This enables the organisation to make informed decisions and better manage the relationships between goals and results.

The SMART method – practical planning of key performance indicators (KPIs)

The SMART method helps to create KPIs that are unambiguous, measurable and realistically assessable. It is one of the most commonly used approaches to planning key performance indicators.

According to the SMART method, each KPI should be:

• S (Specific) – specific, clearly defined and understandable,
• M (Measurable) – measurable, based on numerical data,
• A (Achievable) – achievable with available resources, but ambitious,
• R (Relevant) – relevant to business objectives,
• T (Time-bound) – time-bound.

The use of the SMART method ensures that KPIs are not abstract, but actually support decision-making and the evaluation of the effectiveness of activities.

In the e-commerce and Marketing Automation environment, this approach facilitates regular analysis of results at regular intervals and prevents the measurement of indicators that have no impact on the company’s development.

Examples and types of KPIs in e-commerce and marketing

The types of KPIs in e-commerce and marketing show how different areas of the company influence the achievement of business goals.

In an omnichannel environment, KPIs are particularly important. They combine data from multiple customer touchpoints: from advertising campaigns, through e-commerce, to customer service. This allows the organisation to better understand the relationships between marketing activities, sales and long-term customer value.

Well-chosen KPIs not only enable the assessment of current performance, but also support trend forecasting and planning for further company development based on figures rather than guesswork.

Read also: Omnichannel – what is it and how does it work? >>>

Sales KPIs: revenue, margin and customer value growth

Selecting the right sales KPIs allows you to measure the direct impact of your company’s activities on revenue and profitability. These indicators are often the most decisive factors in determining the health of a company and its ability to scale its operations.

The most important sales KPIs include:

• revenue and revenue growth,
• gross margin and net profit in a given period,
• average cart value (ACV) or average order value (AOV),
• number of customers/number of transactions.

The growth in customer value over time (see: Customer Lifetime Value), i.e. the company’s ability to generate repeat revenue, is also becoming increasingly important. Thanks to sales KPIs, teams can make better decisions about investment, marketing, recruitment, cross-selling and up-selling, rather than focusing solely on one-off transactions.

Marketing KPIs: acquisition cost, conversion and campaign effectiveness

Marketing KPIs assess how effectively marketing activities translate into customer acquisition and activation. E-commerce is not just about reach or number of clicks, but about the real impact of campaigns on sales and business goals.

The most commonly used KPIs in marketing include:

• cost per lead (CPL),
• customer acquisition cost (CAC),
• conversion rate (CR),
• return on ad spend (ROAS).

With the help of KPIs, you can assess whether your marketing budget is being used effectively and which channels generate the best quality traffic.

It is also important to measure the effectiveness of campaigns in the long term – not only in terms of new customers, but also their subsequent activity and value. This allows marketing teams to make informed decisions about budget allocation and optimisation of activities.

Retention and operational KPIs: customer loyalty and processes effectiveness

Retention and operational KPIs measure the long-term value of customers and the effectiveness of internal company processes. They determine the stability of the business and its resilience to market changes.

In the area of retention, KPIs such as the following are of key importance:

• customer loyalty,
• customer satisfaction,
• churn rate.

These indicators show whether the company is able to maintain customer relationships and respond to their needs in the long term. In e-commerce, retention KPIs are closely linked to Marketing Automation, which allows for personalised communication and increasing customer value over time.

On the other hand, operational KPIs focus on process efficiency and include: average order fulfilment time, timeliness of deliveries, customer service response time, and effective use of resources and employees. Analysing these performance indicators allows you to quickly identify bottlenecks and areas for improvement.

How to select key performance indicators for your business and avoid falling into the trap of so-called ‘vanity metrics’?

To select key performance indicators, you should focus only on those KPIs that have a direct impact on the achievement of operational and business goals. The most common mistake is to measure indicators that look good in a report but do not translate into real results – these are the so-called vanity metrics.

The first step is to determine which business goals are currently a priority: revenue growth, new customer acquisition, customer loyalty improvement or cost optimisation.

On this basis, you can select KPIs that will show progress in a given area and allow you to assess the effectiveness of your actions. Key performance indicators should be closely linked to strategic and operational goals, rather than to the activity of teams alone.

The second element is to limit the number of KPIs. Too many indicators make it difficult to set priorities and blur responsibility. In practice, it is better to monitor a few well-chosen KPIs than dozens of metrics that do not lead to specific actions. Each KPI should clearly indicate whether a given area needs improvement or is developing according to plan.

It is also worth regularly verifying whether the measured KPIs still make business sense. Changing customer needs, new sales channels or a different stage of the company’s development mean that some indicators lose their significance. Remember that the number of followers on social media – although it looks good – does not always translate into increased sales or new customers.

Analysing KPIs at regular intervals allows you to eliminate vanity metrics and focus on those that really support business growth.

Summary – KPIs

KPIs, or key performance indicators, are the foundation of informed performance management in e-commerce and marketing. They allow you to translate business and operational goals into measurable data that truly supports decision-making, priority setting, and performance evaluation.

Well-chosen KPIs allow you to understand the condition of your company, identify areas for improvement, and effectively utilise resources – from marketing budgets to teamwork. The key factor here is not the number of indicators, but their connection to business goals and regular analysis over time.

In practice, KPIs should be clearly defined, measurable, time-bound and constantly reviewed. Only then do they cease to be ‘nice numbers in a report’ and begin to serve as a real tool supporting the company’s development.

Frequently asked questions (FAQ)

What does KPI stand for?

KPI is an abbreviation for Key Performance Indicators. These are measurable values that show the extent to which a company is achieving its business or operational goals.

What are some examples of KPIs?

Examples of KPIs include revenue, conversion rate, customer acquisition cost, customer loyalty, and customer churn rate. Specific KPIs always depend on the business objectives and the area that the company wants to monitor.

How to calculate KPIs?

KPIs are calculated based on a clearly defined formula and numerical data from a specific period.

It is crucial that the calculation method is consistent over time and allows for comparison of results (month to month, quarter to quarter, year to year) and monitoring of progress in key areas of the company and assessment of trends.

Artykuł KPI – what is it? What are Key Performance Indicators? pochodzi z serwisu expertsender.

This is where omnichannel comes in – an approach that changes the way we think about marketing, communication and customer experience by combining all touchpoints into a single, coherent whole.

Omnichannel is not just another buzzword in marketing or a simple extension of multichannel sales. Omnichannel is a well-thought-out model in which the integration of various communication and sales channels, as well as data and marketing activities, allows you to provide customers with a consistent shopping experience both online and offline. The customer feels that the brand ‘remembers’ them at every point of contact, regardless of the channel they choose.

In the rest of this article, we will explain step by step:

• what exactly omnichannel is,
• how it differs from multichannel marketing,
• why the omnichannel strategy has become the foundation of a modern marketing strategy focused on customer engagement, positive brand image and increased sales.

What is omnichannel?

Omnichannel is a strategy that integrates all available sales and communication channels into a single, cohesive ecosystem based on customer data. In practice, this means that omnichannel combines different channels – from online shops, through social media and mobile applications, to brick-and-mortar shops – in such a way that the customer always receives a consistent experience, regardless of the place and time of contact with the brand.

In the omnichannel model, the customer experience is key, not the channel itself. Today’s customers expect brands to recognise their needs, purchase history and preferences both online and offline, offering a seamless transition between different sales channels.

Omnichannel marketing uses data, automation and sales channel integration to ensure that the customer feels a continuity of communication and service at every stage of the Customer Journey.

Unlike multichannel sales, where sales channels operate independently, the omnichannel approach assumes full integration of different sales channels, consistent communication and centralised data management. This makes omnichannel an important element of e-commerce and retail sales strategies.

Benefits of an omnichannel strategy in eCommerce

Using an omnichannel approach in eCommerce increases sales and customer engagement through a consistent shopping experience at all touchpoints. This allows customers to start shopping online, continue with a mobile app, and finish at a brick-and-mortar shop of their choice without losing context or data.

Implementing an omnichannel strategy in e-commerce allows you to make better use of different sales channels, personalise marketing activities, reach new customers more effectively, and identify them more efficiently.

Data-driven omnichannel marketing enables you to precisely tailor messages to your target audience and provide personalised product recommendations, which translates into a better customer experience and higher sales results.

An additional benefit is a consistent brand image and easier customer loyalty and retention. Customers who can buy products both online (across multiple channels) and offline are more likely to return and show greater loyalty to the brand.

See also: What is e-commerce? >>>

Consistent shopping experience

A consistent shopping experience means that the customer feels the same quality of service, communication and offer across all channels. In omnichannel, it does not matter whether the customer browses the website, contacts customer service on social media or makes a purchase in a brick-and-mortar store – the experience should remain uniform and consistent.

Omnichannel ensures a consistent experience by integrating sales channels, data and processes such as inventory and returns handling. This means that the customer does not encounter conflicting information, and the brand builds trust and positive experiences at every stage.

Well-designed shopping experiences support sales, reinforce a positive brand image and have a real impact on customer loyalty. It is this consistency that makes omnichannel the foundation of an effective marketing strategy in modern e-commerce.

Omnichannel + Marketing Automation = better results in e-commerce

The combination of omnichannel and Marketing Automation allows you to automatically deliver a consistent and personalised customer experience across all channels, i.e.:

• mobile application
• online store
  • onsite: pop-up windows / product recommendation frames
• brick-and-mortar store + card / application
• SMS / MMS
• e-mail
• Web Push / App Push notifications

In practice, this means that marketing activities are triggered based on actual customer behaviour – online purchases, visits to the online store, interactions with e-mails or contacts with customer service – rather than individual, isolated campaigns or data.

Marketing Automation strengthens omnichannel marketing because it enables centralised management of data, purchase history and customer preferences. This makes the customer feel that the brand is responding to their needs in real time, offering a consistent shopping experience both online and offline, regardless of which channels they use.

In e-commerce, this approach translates directly into increased sales and higher customer engagement.

Marketing automation supports the implementation of omnichannel strategies, simplifies the scaling of marketing activities and helps build long-term customer loyalty, making it an integral part of modern marketing.

Read also: KPI – what is it? What are Key Performance Indicators? >>>

Omnichannel: how to understand sales channels and touchpoints?

In omnichannel, sales channels and touchpoints form a single, connected ecosystem in which the customer moves freely and without disruption. This means that different sales channels do not function separately, but are pieces of a single puzzle.

In the omnichannel model, each touchpoint is a source of customer data and, at the same time, a place to build experiences.

This approach allows companies to better tailor their marketing strategy to the real needs of their customers, increase their engagement and manage sales more effectively. Touchpoints cease to be a barrier and begin to support a consistent shopping experience throughout the entire purchase journey.

Online and offline without friction: where does the smooth transition occur?

A seamless omnichannel transition occurs where the boundary between online and offline becomes invisible to the customer. This happens when a customer can order products online in eCommerce, check product availability in a selected brick-and-mortar store, and finally pick up their order or check the product at a brick-and-mortar point of sale.

Omnichannel eliminates friction through the integration of sales channels, consistent inventory levels and uniform customer service policies. The customer feels comfortable because the information is consistent across all channels and the purchasing process remains simple and predictable both online and offline.

Omnichannel marketing vs multichannel marketing

The difference between omnichannel and multichannel marketing lies in the level of integration and consistency of the customer experience.

In multichannel marketing, a brand operates across different channels simultaneously, but without full data and communication synchronisation, while omnichannel marketing combines all channels into one cohesive system based on customer data.

In the multichannel approach, sales channels operate side by side – e-commerce, social media, email marketing, content marketing and personal sales – each pursuing their own goals.

In the omnichannel model, we focus on the customer and their shopping experience, ensuring consistency at every stage of contact, regardless of whether the customer buys in an online shop, a brick-and-mortar shop or via mobile applications.

Differences between multichannel and omnichannel

Omnichannel is not only about a greater number of sales channels, but above all about their conscious integration. It is this difference that makes omnichannel better respond to the needs and expectations that today’s customers have of brands operating in retail and e-commerce.

Summary

Omnichannel is an approach that combines all communication and sales channels (online & offline) into a single, consistent, customer-centric ecosystem. By integrating different sales channels, as well as data based on customer behaviour and purchase history, omnichannel allows you to create a consistent shopping experience both online and offline, responding to the real needs of customers.

A well-designed omnichannel strategy and implementation allows you to:

• increase sales,
• build customer engagement
• build loyalty and a positive brand image.

In e-commerce, omnichannel is no longer a competitive advantage, but is becoming a standard that determines the quality and long-term success of sales.

Frequently asked questions (FAQ)

What is an omnichannel?

An omnichannel is any point of contact between a customer and a brand that is part of a consistent, integrated system.

An important element of the omnichannel strategy is that sales channels such as e-commerce, mobile applications, social media, email marketing and brick-and-mortar shops share data and provide a consistent experience.

What is omnichannel e-commerce?

Omnichannel e-commerce is a sales model in which an online store is fully integrated with other sales and communication channels.

With an omnichannel approach, customers can seamlessly switch between online and offline shopping, customer service in different locations, and in-store experiences, while maintaining a consistent shopping experience.

What is omnichannel used for?

Omnichannel is used to create a consistent and convenient customer experience across all channels of contact with the brand.

In practice, omnichannel helps to build brand awareness, increase sales, and build customer loyalty and engagement by better matching their needs and expectations.

Artykuł Omnichannel – what is it and how does it work? pochodzi z serwisu expertsender.

The main purpose of pop-ups is to:

• attract the reader’s attention,
• keep the user on the website,
• encourage them to perform a specific action, instead of letting them leave the website and immediately go to a competitor’s site, for example.

In practice, pop-ups have become an integral part of modern websites, especially in e-commerce. Properly designed pop-ups can support sales, build mailing lists or a base of followers on social media, and inform recipients about promotions and new products.

However, it is worth understanding what exactly a pop-up window is, how it works, and why – despite changing trends – it remains an effective online communication tool.

What are pop-ups?

A pop-up is a special window that appears on a website in response to a specific user activity or when a certain condition is met. It can be displayed on the entire page, on the side of the page or in its upper right corner, presenting a short message, offer or call to action.

A pop-up acts as a layer overlaid on a web page and is visible without having to navigate to another section of the site. This means that the user does not have to search for information themselves – the message appears exactly when it is most likely to be noticed. A pop-up window can encourage users to subscribe to a mailing list, leave their email address, take advantage of a discount or learn about an offer.

The main advantage of pop-ups is the ability to communicate directly with the recipient in real time. Unlike banners or classic advertisements, pop-ups do not get lost in the background of the website, but focus the user’s attention on one clearly defined goal.

With the right display and content matching, pop-ups can really support conversion and the achievement of marketing goals.

Types of pop-ups used on websites

Pop-ups differ in the way they are displayed, when they appear on a given website, and the purpose they are intended to fulfil on the website.

The right choice of pop-up type allows you to tailor the message to the user’s behaviour and increase the effectiveness of your marketing activities without negatively impacting the recipient’s experience.

On websites, we can find both classic pop-up windows and more subtle forms that do not cover the entire page, yet still effectively attract the reader’s attention.

It is crucial that pop-ups are displayed at the right time and in the right context, and not in the same way every time.

Time-based pop-ups and pop-ups after scrolling

Time-based pop-ups and pop-ups displayed after scrolling appear after a specified time or after the user performs a specific action. These are among the most commonly used pop-ups because they are based on the recipient’s actual engagement with the content of the page.

A time-based pop-up can appear a few or several seconds after entering a website, giving the user a moment to familiarise themselves with the content. A scroll-based pop-up, on the other hand, is triggered when the recipient reaches a specific place, for example after reading an article or part of an offer.

Such pop-ups are often perceived as less intrusive because they respond to user activity rather than appearing immediately after entering the website.

Exit pop-up – the last chance to get the user’s attention

An exit pop-up is a pop-up window that appears when the user is about to leave the website. It is a form of pop-up used as a ‘last resort’ before the recipient closes the site or moves on to another page.

The exit pop-up mechanism analyses cursor movement or behaviour on the user’s device and displays a message exactly when there is a risk of losing the recipient. Most often, it contains a special offer, discount or reminder of an unfinished action.

Exit pop-ups can be particularly effective in online shops, where they can encourage the user to return to their shopping cart, claim a discount or subscribe to a mailing list instead of leaving the site immediately.

Welcome mat and full-screen pop-up

Welcome mats and full-screen pop-ups are formats that take up the entire page or a significant part of it when displayed. Their purpose is to maximise the user’s attention on one key message.

A welcome mat usually appears when you enter the home page and can inform you about a promotion, a new offer or encourage you to perform a specific action. These types of windows are very visible, so they require well-thought-out content and a clear close button.

The full-screen version works well when the message has the highest priority. However, it is worth remembering that pop-ups should be used in moderation so as not to discourage the user at the very first stage of contact with the website.

Slide pop-ups and side pop-ups

Slide pop-ups and pop-ups displayed on the side of the page are a less intrusive alternative to classic pop-ups. They usually appear at the bottom of the page or slide smoothly out from the edge without obscuring the entire content.

These types of pop-ups are often used to inform users about news, promotions or the possibility of subscribing to a newsletter. Thanks to their subtle display, they do not interfere with the use of the website and are more acceptable to the audience.

Slide pop-ups work particularly well on longer subpages, where the user is already engaged with the content and more likely to interact with an additional message.

What marketing role do pop-ups play?

Pop-ups serve as a direct marketing communication tool. They allow you to quickly reach the user with your message and do so at the right moment.

As a result, a pop-up is not a random addition to a website, but a consciously designed element that supports the achievement of specific business goals.

In practice, pop-ups are used to inform users about promotions, new offers, changes to the website or limited sales campaigns. They are also an excellent way to generate leads, build mailing lists and direct recipients to perform a specific action using a clear CTA.

The main advantage of pop-ups in marketing is their flexibility and customisability. The message on your website can be tailored to the source of traffic, the stage of the purchase path, user activity, or the type of device on which the website is viewed.

Pop-ups in online shops and e-commerce

Pop-ups in online shops are one of the most commonly used tools to support sales and conversion. Their task is not only to present the offer, but also to respond to user behaviour in real time and guide them through the subsequent stages of the purchasing process.

In e-commerce, pop-ups can inform about discounts on first purchases, remind about abandoned shopping carts, offer free delivery or encourage users to subscribe to a newsletter in exchange for a benefit. Such pop-ups appear at key moments, increasing the chance of keeping the user on the website and finalising the transaction.

Pop-ups also fit perfectly into Marketing Automation activities, where messages are automatically tailored to the recipient based on their behaviour. This allows eCommerce to conduct personalised communication without the need to engage additional resources.

Read also: Omnichannel – what is it and how does it work? >>>

The main advantages of using pop-ups

The main advantage of using pop-ups is the ability to immediately draw the user’s attention to a specific message without having to change the structure of the website. Pop-ups allow you to highlight the most important information exactly when the recipient is most likely to interact.

Properly designed pop-ups are a great way to increase conversions, build relationships with your audience, and achieve your sales goals. They allow you to effectively promote special offers, newsletter subscriptions, discounts, or new products without interfering with the main content of your website.

Another big advantage of pop-ups is their flexibility. They can be displayed depending on user activity, time spent on the site, device type or traffic source, making them an effective tool in both marketing automation and e-commerce.

Call to action placed directly on the pop-up

A call to action placed directly on the pop-up significantly increases the chance that the user will perform the desired action. A clear message and a clear CTA eliminate the need to guess what to do next.

A pop-up with a clear CTA guides the recipient step by step – it can encourage them to sign up, download material, take advantage of an offer or go to a specific section of the website. The simpler and more specific the content, the more effective the entire window is.

In practice, CTAs based on benefits and attractive content work best. Those that clearly communicate value to the user. Thanks to this, the pop-up is not perceived as intrusive advertising, but as a helpful element of the website.

Disadvantages and risks associated with pop-ups

The disadvantage of pop-ups is the risk of excessive interference with the comfort of using the website if they are poorly designed or displayed too often. An excess of pop-ups can lead to user frustration and prompt them to close the message as quickly as possible.

Inappropriate display of pop-ups, inability to close them easily, or presenting too much data in a single window can negatively affect the perception of the entire website. In extreme cases, the user may leave the website altogether or block such elements.

Another risk is when pop-ups are not tailored to the context and the recipient’s intentions. Messages displayed randomly, unrelated to the content of the page, often have the opposite effect to that intended.

Pop-ups and user experience (UX)

Pop-ups affect the user’s experience immediately after entering the website. Therefore, their design should take UX principles into account first and foremost. Well-designed windows can support navigation and communication rather than disrupting it.

From a UX perspective, it is important that the pop-up appears at the right moment, has a clear purpose and a clearly visible close button. The user should feel in control of what they see on the page, rather than feeling forced to interact.

Contrary to popular belief, pop-ups do not have to worsen the user experience. If they are tailored to user behaviour and offer real value, they can become a natural part of the website experience.

Pop-ups on mobile devices – what should you keep in mind?

Pop-ups on mobile devices require special care, as they directly affect the comfort of using a website on a small screen. Unlike the desktop version, pop-ups on smartphones can easily cover the entire page and make it difficult for the user to perform basic tasks.

First and foremost, you need to ensure that the pop-up is responsive and legible on different mobile devices. The message should be short, understandable and include a clear close button that allows the window to be closed quickly without frustration. Too much data or a complicated form can effectively discourage the recipient.

Google’s guidelines are also important, as they promote mobile-friendly websites and negatively evaluate intrusive pop-ups that cover the content immediately after entering the website. Therefore, on mobile devices, the best solution is subtle forms of pop-ups, such as slide pop-ups at the bottom of the page or windows that appear after a specific action has been performed.

Summary

Pop-up windows are a tool that, when used wisely, can really support marketing and sales goals on a website. Thanks to their various forms and personalisation options, pop-ups allow you to communicate effectively with the user at the right time and in the right context.

However, the key to success is moderation and tailoring pop-ups to the behaviour of the recipient, the type of website and the device they are using. Pop-ups should not be disruptive, but should offer real value – information, benefits or help in making a decision.

Pop-ups are certainly not a universal solution, but in many cases they remain an excellent way to increase conversions, build relationships with users and implement a Marketing Automation strategy, especially in e-commerce.

Frequently asked questions (FAQ)

Pop-ups vs push notifications – how do they differ?

Pop-ups allow you to display messages with specific content to users directly on the website, while push notifications appear on the user’s device even after they leave the site.

Pop-ups work within a single page, while push notifications require prior consent and enable communication outside the website.

What are pop-ups windows ?

Pop-ups are additional windows displayed on a website in response to specific user behaviour or the fulfilment of a given condition. They are used to convey messages, offers or encourage specific actions.

What are pop-ups?

Pop-ups are elements of the website interface that appear above its content to draw the user’s attention to specific information. They are most often used for marketing, informational or sales purposes.

How does a pop-up work on a website?

A pop-up works based on rules defined in the website system, such as time spent on the site, scrolling through content or the intention to leave the site. Once the condition is met, the pop-up displays a message that is intended to prompt the user to interact in a specific way.

Are pop-ups a good way to communicate with users and do they involve additional legal issues?

Yes, pop-ups are a great way to convey short messages and clear calls to action to users of your website or application. Of course, as long as they comply with applicable regulations.

When implementing pop-ups, legal issues such as the following must be taken into account:

• consent to data processing,
• consent to marketing communication.

Legal issues are particularly important when pop-ups help us collect data such as:

• e-mail address,
• telephone number,
• first and/or last name,
• as well as other personal data.

Are there tools for creating and managing pop-ups?

Yes, there are tools that allow you to design, test, and automate pop-ups without interfering with the website code.

Such solutions allow you to create pop-ups, but also manage their display, personalise their content, and tailor them to user behaviour and marketing objectives.

Would you like to test pop-ups and other Marketing Automation tools?

Arrange a short meeting and see how ExpertSender can help you implement solutions that will increase sales in your online shop.

Artykuł What are pop-up windows? pochodzi z serwisu expertsender.