There are thousands of ecommerce marketing tools, and most stores are paying for at least one they don’t really use. This guide cuts the list down to the platforms and software that actually matter, grouped by job, so you can see what you need now and what can wait.
We’ve left out prices because they change often. Most of these tools have a free plan or trial, so test before you commit.
1. Your store platform
Everything else connects to this, so choose carefully.
- Shopify is the easiest to start with and has a huge app ecosystem. Hosting, security and checkout are handled for you.
- WooCommerce runs on WordPress. It’s more flexible and you own the whole site, but you or your developer manage hosting and updates. It’s a strong choice if content and SEO are a big part of your plan.
- BigCommerce suits larger catalogues and B2B features without as many add-on apps.
For most small and mid-sized stores, the right choice is Shopify or WooCommerce. We build ecommerce websites on WooCommerce for stores that want full ownership and flexibility.
2. Email and SMS marketing software
Usually the highest-return tool a store pays for, because it brings back people who already know you.
- Klaviyo: deep store data, strong segmentation and ready-made ecommerce flows. The default choice for many Shopify brands.
- Omnisend: email and SMS together, simple to set up, good for smaller teams.
- Mailchimp: familiar and easy, fine for simpler automations.
- Attentive and Postscript: SMS-focused platforms for stores that rely heavily on text marketing.
- MailPoet and AutomateWoo: email and automation built for WooCommerce.
See which flows to build first in our guide to ecommerce marketing automation.
3. Advertising platforms
- Google Merchant Center: where your product feed lives. Needed for Google Shopping ads and free product listings.
- Google Ads: Shopping, Search and Performance Max campaigns for people already searching for products.
- Meta Ads Manager: Facebook and Instagram ads, including catalog ads that show shoppers products they viewed.
- Meta Commerce Manager: syncs your catalog so you can tag products in posts and run catalog ads.
- TikTok Ads and Pinterest Ads: worth testing for visual products once Google and Meta are working.
4. Analytics and tracking
Without proper tracking, every other tool is guesswork.
- Google Analytics 4: shows where visitors come from and which channels lead to purchases.
- Google Search Console: free data on how your store appears in Google search, which queries bring clicks, and any indexing problems.
- Meta Pixel and Conversions API: accurate purchase tracking for Facebook and Instagram ads.
- Microsoft Clarity: free heatmaps and session recordings, so you can watch where shoppers get stuck.
- Hotjar: heatmaps, recordings and on-site surveys.
5. SEO tools
- Rank Math or Yoast: on-page SEO plugins for WordPress and WooCommerce stores. They handle titles, meta descriptions, sitemaps and schema.
- Semrush and Ahrefs: keyword research, competitor analysis and backlink tracking. Powerful, but you probably only need one.
- Google PageSpeed Insights: free speed and Core Web Vitals testing for any page.
6. Reviews and social proof
- Judge.me: affordable product reviews with photo and video support.
- Yotpo: reviews, loyalty and referrals for larger brands.
- Trustpilot and Google reviews: store-level reviews that shoppers recognise.
7. Social media and content
- Meta Business Suite: free scheduling for Facebook and Instagram.
- Later and Buffer: scheduling across several platforms, with simple analytics.
- Canva: quick graphics, ad creatives and social posts without a designer.
- CapCut: easy editing for short product videos.
A starter stack for a small store
If you’re just getting started, you don’t need most of the list. A lean setup that covers the essentials:
- Shopify or WooCommerce
- Google Analytics 4 and Search Console
- One email tool (Klaviyo, Omnisend or MailPoet)
- A reviews app
- Google Merchant Center plus Meta Commerce Manager
- Canva for creative
Add SEO research tools, heatmaps and SMS once the basics are working and bringing in sales.
How to choose without wasting money
- Start with the problem. Not enough traffic, poor conversion or no repeat buyers each point to a different tool.
- Check integrations. The tool must connect cleanly to your store platform, or data won’t flow.
- Use free trials properly. Set up a real flow or campaign during the trial, not just a look around.
- Review every six months. Cancel anything you aren’t using.
Tools only help if the campaigns behind them are good. Our list of ecommerce marketing tips and campaign ideas covers what to actually run.
Want help setting it up?
We set up tracking, run Google and Meta ads, and build stores for online businesses in the USA and Canada. See our ecommerce advertising agency page, or get in touch.
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