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In the ever-changing world of ecommerce, working with an agency is moving from a luxury to a necessity. Here's why your brand needs to work with an ecommerce agency
The ecommerce game has always been about more than just having great products - but with more and more brands vying for our attention, succeeding in all areas of ecommerce is becoming increasingly important.
More so than ever before, ecommerce requires strategic marketing execution, advanced web development skills, and the artistic direction to get potential customers hooked. Unfortunately, those are all skills removed from the world of product development and navigating business operations,
For many ecommerce brands, this is where partnering with the right ecommerce marketing agency can transform your business from one that flounders to one that thrives in the digital marketplace.
However, this is where the importance of choosing the right ecommerce agency comes into the picture.
Choosing the right agency isn't just about finding someone to run your ads or manage your social media. It's about finding a strategic partner who understands your brand, your market, and your goals. The wrong choice can waste budgets and, more importantly, time. But on the other side of the coin, the right partnership can accelerate your growth exponentially. This comprehensive guide is set to walk you through everything you need to know to make an informed decision that aligns with your business objectives.
An ecommerce agency is a specialised digital marketing firm that focuses exclusively on helping online retailers grow their businesses through strategic marketing initiatives and website development services. Unlike traditional marketing agencies that serve numerous industries, ecommerce agencies possess deep expertise into the unique challenges that are faced by online retailers.
Ecommerce agencies understand the intricacies of each step of the customer journey - from awareness to purchase - and understand what needs to be done to optimise each phase. And outside of marketing requirements, will be well versed in the platform specific requirements of different ecommerce platforms and the pros and cons of using each. Some may even be licensed partners with tech platforms such as Shopify.
The expertise spans of an ecommerce agency spans across multiple disciplines including paid advertising, search engine optimisation, email marketing, conversion rate optimization, social media marketing, content strategy and more, and all services will be tailored specifically for ecommerce businesses.
What sets ecommerce agencies apart from digital marketing agencies, is their understanding of the metrics that matter the most to online retailers. For example MCOS, ROAS, and CTR, and how they all play into each other from a campaign level through to a holistic level.
Ecommerce agencies will also be clued into the seasonal nature of ecommerce, the importance of inventory management in marketing campaigns, and how to leverage customer data to create personalised experiences.
There are a whole litany of benefits to partnering with an ecommerce agency. For ecommerce brands looking to partner with an agency, the main benefits are…
Building an in-house marketing team capable of handling all aspects of ecommerce and marketing is, unfortunately, expensive - to the point that most brands do not have the cash flow to support it.
When you factor in the requirements of salaries, benefits, training, and the various tools and software subscriptions required, the costs quickly add up. A full-scale marketing department might require specialists in paid advertising, SEO, email marketing, social media, content creation, and analytics. Whilst a dedicated team is the end goal for many ecommerce brands, most aren’t at that point just yet.
On the other hand - partnering with an ecommerce agency provides immediate access to a full team of specialists at a fraction of the cost of hiring internally.
Agencies also come equipped with market-leading tools and softwares that would typically cost your business thousands. From advanced analytics platforms such as Screaming Frog and SEMrush to sophisticated automation tools, agencies provide access to enterprise-level resources that small to medium-sized businesses can’t justify purchasing independently.
Moreover, whilst making the decision to partner with an agency, doing your research, and deciding on your agency of choice is time consuming - it’s much less time consuming than recruiting, training, and managing your own team. Plus, there's no need to worry about employee turnover or the learning curve associated with bringing new team members up to speed on your business and industry.
Ecommerce agencies live and breathe digital marketing for online retailers. Their teams are built of specialists whose careers have been spent mastering specific aspects of ecommerce. This level of specialisation means they're constantly staying ahead of industry trends, algorithmic changes, and best practices to ensure you’re always on top of your game.
With experience working across numerous brands and industries, the agency will have insights into what works and what doesn't across different market segments. The collective knowledge of an agency team also means they can quickly identify opportunities and potential pitfalls that might not be apparent to someone without extensive ecommerce experience. They bring proven frameworks and methodologies that have been tested and refined across multiple clients.
When you're deeply embedded in your business day-to-day, it can be challenging to see the forest for the trees. Whereas an external agency brings fresh eyes and an outside perspective. They can identify blind spots, question any built-in assumptions you might have, and suggest strategies that you might not have considered.
This outside perspective is particularly valuable when it comes to understanding your target audience. While you know your products inside and out, an agency can help you see your brand through your customers' eyes. They can identify messaging opportunities, positioning strategies, and customer touchpoints that might be overlooked by someone too close to the business.
Agencies also bring competitive intelligence from working with other brands in your space or adjacent industries. They can share insights about what's working in the broader market, emerging trends, and strategies that have proven successful for similar businesses. This external viewpoint can be invaluable for strategic planning and staying ahead of the competition.
Whist ecommerce agencies are all experienced with the world of ecommerce, some are more specialised in specific disciplines..
Shopify Partner agencies have been certified by Shopify to work with merchants on the platform. There are four tiers of Shopify Partner agencies. They are…
Shopify Select Partner - These are partners who have demonstrated expertise with small and medium sized businesses.
Shopify Plus Partner - These are partners who have demonstrated expertise with medium and large sized businesses.
Shopify Premier Partner - This is an exclusive tier for high-performing partners, who have demonstrated expertise with medium, large, and enterprise level businesses.
Shopify Platinum Partner - This is the top tier of Shopify partners, who are reserved for global enterprise level businesses and receive global recognition. As of February 2025, there are only 18 businesses recognised as platinum partners globally.
To find out more about choosing a Shopify agency - check out our other blog on choosing a Shopify Plus Agency.
The partner tier has no bearing on the quality of work delivered by the agency, but just the strength of their track record with working with the Shopify platform. It’s also important to note that as agencies progress up the tier system, they become more specialised. For example a Shopify Platinum Partner may not be as well versed in the intricacies of meta ad campaigns.
Regardless of the tier they find themselves in, any Shopify partner agency will have demonstrated expertise in Shopify-specific strategies and have access to specialized tools and resources that non-partner agencies don't possess. They’ll understand the platform's capabilities, limitations, and the best practices for optimisation.
If your business operates on Shopify or you’re looking to move to the platform, working with an official partner can provide advantages in terms of platform-specific expertise, access to resources, and assurance of quality standards. These agencies have invested significantly in their Shopify expertise and maintain ongoing relationships with the platform.
Performance marketing agencies focus primarily on measurable, results-driven marketing activities. They’ll specialise in channels like paid search, Meta advertising, and affiliate marketing - all of which are areas where performance can be directly tracked and optimized.
Performance marketing agencies will excel at data analysis and conversion tracking, making them particularly valuable for businesses looking to scale their advertising efforts efficiently and profitably. Performance marketing agencies typically work on models that align their success with your business outcomes, such as performance-based fees or revenue sharing arrangements.
Their expertise lies in understanding the technical aspects of campaign setup, tracking implementation, and optimization strategies that maximize return on investment. They're ideal for businesses with proven products and established operations looking to accelerate growth through strategic paid advertising.
Strategic consultancy agencies focus on providing high-level guidance and strategic direction rather than hands-on campaign execution. These agencies typically work with more established ecommerce businesses that have internal marketing teams but need expert guidance on strategy, planning, and optimization.
Consultancy agencies bring deep strategic thinking and industry expertise to help businesses navigate complex marketing challenges. They might help with market analysis, competitive positioning, customer segmentation, marketing technology stack optimization, or long-term strategic planning.
This type of agency is ideal for businesses that have the internal resources to execute marketing activities but need expert guidance on strategy and direction. They provide the strategic thinking and planning that can elevate your existing marketing efforts to the next level.
Finally, we have full service ecommerce agencies. Full service ecommerce agencies will offer the services of website development, performance marketing, branding and design, and consultancy services under one roof.
A full service ecommerce agency may be less specialised in any one service, but will have a deep understanding of how the services interconnect and may be a better choice for businesses who have fewer internal resources or need to allocate a lot of resources to an external team. For example, Cake Agency is a full service ecommerce agency whose strategic approach prioritises the link between branding, web development, and marketing.
Whilst partnering with an ecommerce agency is going to be a rewarding move for your business regardless of when you decide to do so, there are certain situations when partnering with an ecommerce agency will be especially beneficial.
Growth phases often present unique challenges that require specialised expertise. Whether you're expanding into new markets, launching new product lines, or scaling to accommodate increased demand, transitionary periods are best navigated with strategic support.
Expansion often requires marketing strategies that you may not have experience with, such as international marketing, multi-channel expansion, or targeting new customer segments, and will also require specific technical enhancements of your ecommerce storefront. An agency with experience in scaling businesses can provide the strategic guidance and execution needed to navigate these growth phases successfully.
Additionally, expansion phases often come with increased complexity in terms of inventory management, customer service, and operational logistics. An experienced ecommerce agency can help ensure your marketing efforts are aligned with your operational capabilities and that growth is sustainable and profitable.
If you find the management of marketing tasks and your ecommerce store is distracting from your ability to implement new strategies, or you find yourself falling behind on the areas crucial to running your business, it may be time to consider agency support. When marketing becomes a bottleneck that's preventing business growth, outsourcing to specialists can free up your time to focus on core business operations.
Many ecommerce business owners reach a point where they're spending more time on marketing tasks than on product development, customer service, or strategic planning. This is often an indication that the marketing requirements have grown beyond what can be effectively managed internally without significant investment in additional team members.
An agency partnership can provide immediate relief from marketing overwhelm while ensuring that your marketing efforts continue to drive growth. This allows you to focus on areas where your expertise and attention are most needed.
Whether you're looking to move from startup to scale-up, expand your market presence, or achieve specific growth milestones, transitional phases often require marketing expertise that goes beyond your current capabilities. These pivotal moments in business growth require strategic thinking and execution that specialised agencies are uniquely positioned to provide.
Taking the next step often means implementing more sophisticated marketing strategies, utilising advanced tools and technologies, or executing complex multi-channel campaigns. An agency with experience in business growth can provide the expertise and resources needed to navigate these transitions successfully.
Once you’ve decided that you need to partner with an ecommerce agency, you’re not out of the woods just yet. Deciding on which ecommerce agency you partner with is the next essential decision you’ll need to make - and it’s not one that should be made lightly. Here are some things you should consider when making the choice.
Before you begin your search, clearly defining your needs, objectives, and expectations is key. Are you looking for comprehensive marketing or web development support, or do you need help with specific channels like paid advertising, email marketing, or conversion rate optimisation? Do you need strategic guidance, hands-on execution, or both?
Consider your current capabilities and identify the gaps that you need an agency to fill. Evaluate your budget, your timeline, and your growth objectives to determine what type of agency partnership would be most valuable to your business. Are you looking for short-term project support or a long-term strategic partnership, but it’s also fine to not know just yet.
Document your specific challenges, goals, and requirements. This clarity will help you evaluate potential agencies more effectively and ensure that you find a partner whose capabilities align with your needs.
Not all ecommerce agencies are created equal, and specialisation matters. It’s best to look for agencies that have experience working with businesses in your industry, within the confines of your price range, and with brands at your growth stage. For example, an agency that specialises in growing enterprise-level luxury fashion brands may not be the right fit for a medium-sized B2B industrial equipment company.
Research agencies' client portfolios, case studies, and testimonials to understand their experience and results. Look for agencies that understand your target market, have experience with your business model, and have achieved results for similar businesses.
Consider factors like agency size, and service offerings. Smaller agencies might provide more personalized attention, while larger agencies might offer broader capabilities and resources. So it’s key to determine which factors are most important for your specific needs and situation.
Identify brands in your industry that you admire and aspire to emulate. Research which agencies these brands have worked with previously. This can provide valuable insights into agencies that have experience driving success for businesses at the level you're trying to reach.
Look for patterns in agency partnerships among successful brands in your space. Are certain agencies consistently chosen by industry leaders? And think about what this might indicate about their capabilities and results?
While you should consider your budget and current business size, understanding which agencies have driven success for aspirational brands can help you identify partners with the expertise and capabilities to support your growth objectives.
While digital marketing agencies can work with clients anywhere in the world, there are advantages to working with local agencies when possible.
Whilst ecommerce is a digital game, there’s always benefit to speaking to someone in the same room. Local partnerships can facilitate better communication, collaboration, and relationship building. Face-to-face meetings, local market knowledge, and cultural understanding can be valuable assets in developing and executing ecommerce strategies.
However, don't limit yourself exclusively to local options if they don't meet your needs. The most important factors are expertise, experience, and cultural fit rather than geographic proximity. For example, many American businesses opt to work with UK-based agencies due to their expertise, and comparatively lower pricing, which they deem more valuable than the loss in communication and time difference.
Choosing the right ecommerce agency is one of the most important decisions you'll make when it comes to business growth. The right partnership can accelerate your success, provide access to specialised expertise, and free up your time to focus on core business operations. Whereas the wrong choice can hinder your progress.
Take time to thoroughly evaluate your needs, research potential partners, and carefully consider how each agency aligns with your business objectives. Remember that the best agency for your business is one that understands your industry, has experience with businesses at your stage, and can provide the specific expertise and support you need to achieve your growth goals.
The investment in finding the right agency partner will pay dividends in terms of improved performance, business growth, and peace of mind. Your ecommerce agency should feel like an extension of your team, working toward shared objectives and celebrating your successes as if it’s their own.
With the right agency partnership, you can focus on what you do best, while experts handle the complex and ever-evolving world of ecommerce. The key is taking the time to find the right fit for your unique business needs and growth objectives.
Want to find out more about how an ecommerce agency can accelerate your growth? Contact us!
