Using eCommerce software for promotions

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Increasing traffic and spending by using promotions on your website, like discounts and flash sales, can be a heavy manual process that is hard to track. We look at how eCommerce software can ease that burden.

What is an online promotion?

An online promotion is a short or medium-term marketing strategy, used to increase sales and brand awareness for your business.

There’s no limit to the types of discounts you could run; more familiar ones include introductory offers, buy one, get one free (BOGOF) and end-of-season sales.

If you haven't thought about online promotions before, here are a few of the benefits:

  • encouraging more traffic to your website. Linking an enticing promotion with your social media campaign can help drive people to your website
  • promote specific items or services. Highlighting a new product range or discounted service helps to showcase what you have to offer.
  • win back customers. Reconnect and attract customers back who haven’t visited your website in a while.
  • repeat business. Discounts and subscription services will encourage customers to return to your website and build customer loyalty.
  • sell old stock. Selling older, hidden gems at a discount will help free up space in your stock room or warehouse, while increasing sales and profit.

Here, we focus on using eCommerce software to run an online promotion, but it’s also important to think about how you’ll tell customers about your great deals.


The average cart abandonment rate before completing an online purchase is 67%


Abandoned cart emails have an average open rate of 45%

How does eCommerce software work for online promotions?

eCommerce software’s integrated functionality works to provide a simple way to create online promotions, including a dashboard overview that allows you to:

  • tick-to-add goods or services that form part of your promotion all in one place, saving you time
  • automatically schedule when your promotion starts and finishes, saving you the hassle of having to switch it on and off
  • share your promotion across other digital channels, including social media for further reach
  • adjust promotions dependent by item price, such as free shipping on goods over £50

Top tip

It’s important to note that eCommerce software will charge you a percentage or fee on each transaction in addition to the cost of buying the software.

Ways to measure success

Understanding what worked and what didn’t will help you measure how successful your online promotion has been. It will also help you plan your next promotions and know whether you need to approach things differently.

Things to think about when measuring the success of any promotion include:

  • sales during the promotional period. Did you notice an increase in sales throughout the duration of your online promotion? Digital Accounting software can help you compare your sales during this period to a similar time in the past
  • number of visitors to your website. Using analytics tools your eCommerce software provides will show you where extra visitors have come from. If you’ve sent an email campaign, Client Relationship Management (CRM) software can help you see how successful it was.
  • new customer interaction. Have you noticed an increase in sales? Have more people signed up to your newsletter? CRM and eCommerce software should both be able to tell you the answer.

Even though it’s possible to run successful promotions using eCommerce software alone, you might be able to enhance your promotions through using additional software in conjunction, like CRM software.

Next steps

Think about the type of online promotion you’d like to run. Are you looking to increase sales, create extra space for new stock, or promote a service you offer?

Also, take a look at how you’d set up a promotion manually, and compare it to creating one using eCommerce software, to help recognise the benefits adopting it could bring.

It’s important to understand how using the right type of online promotion on your website can help you to grow your sales and increase brand awareness, and how eCommerce software can help you meet your aims through the help it can provide.

If you think eCommerce software might be for you, and you’re ready to see what’s available through Help to Grow: Digital, you can find your solution here.

Help to grow: Digital guidance

Introduction to eCommerce software

eCommerce software enables you to promote your brand by selling direct from your website. Find out more about the benefits of managing your sales and inventory in real time.

Would eCommerce suit my business?

eCommerce software offers more than the ability to sell from your website. Find out more about its features, including an overview of your sales operation and help to create a shopping experience unique to your brand.

Apply for 50% off business software

Eligible businesses can get 50% off, up to £5,000, in approved Digital Accounting, Customer Relationship Management and eCommerce software.

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