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Choosing where to advertise your e-commerce business can feel overwhelming. With countless platforms competing for your attention—and your budget—it's difficult to know which ones will actually generate sales.
The reality is that successful online retailers rarely put all their resources into one channel. Instead, they strategically combine platforms based on where their customers spend time and how they prefer to discover products.
This guide examines ten advertising platforms that e-commerce businesses are using effectively in 2025, with practical advice for selecting the right mix for your store.
Choosing Platforms That Match Your Business Goals
Before diving into specific platforms, it's worth considering what makes a good fit for your particular business.
Who Are You Selling To?
Consumer brands with visual appeal often perform well on Instagram, TikTok and Pinterest. Meanwhile, businesses selling to other businesses typically see stronger results from LinkedIn and search-based advertising where decision-makers actively look for solutions.
How Much Can You Invest?
Each platform has a practical minimum spend needed to gather useful data. Google Ads generally requires around $1,000 per month for meaningful insights, whilst newer platforms like TikTok can sometimes deliver results with smaller initial investments if your content connects with users.
What Are You Selling?
Products that require research—think electronics, furniture or business software—tend to perform better on search and professional networks. Products that inspire impulse purchases work well on social platforms where people discover things whilst browsing.
Starting Point: Master one platform thoroughly before spreading yourself thin. It's better to succeed on one channel than to struggle across several.
Google Ads: Search-Based Shopping
Ideal for: Direct response, product searches, remarketing campaigns
Google Ads connects you with people actively searching for products like yours. When someone types "organic dog food grain-free," they're not casually browsing—they're looking to buy.
Essential Features
- Shopping Campaigns: Your products appear in search results with images and prices
- Performance Max: Automated campaigns that span Google's network
- Smart Bidding: AI-driven bid adjustments for better conversions
- YouTube Connection: Reach shoppers while they're researching products
Getting Started: Plan for at least $1,000 monthly to collect enough data for optimisation. Google's system needs transaction volume to learn what works.
Technical Setup: Your Google Merchant Centre feed quality matters enormously. Clear product descriptions, professional photography and accurate specifications will outperform basic listings consistently.
Meta Ads: Instagram & Facebook for Visual Products
Ideal for: Lifestyle products, visual brands, social selling
Facebook and Instagram remain powerful channels for e-commerce despite ongoing changes to how conversions are tracked.
Platform Strengths
- Dynamic Product Ads: Automatically show products to people who've browsed your site
- Automated Shopping Campaigns: AI handles much of the optimisation work
- Reels Advertising: Tap into short video content that drives discovery
- In-App Shopping: Customers can purchase without leaving the platform
Tracking Challenges
Apple's privacy updates affected how accurately platforms can track conversions, but advertisers have adapted by focusing on broader business metrics and first-party data rather than pixel-perfect attribution.
What Works Creatively
Real customers using your products authentically tends to outperform polished brand photography. Testimonial-style content and behind-the-scenes glimpses drive stronger engagement than traditional advertising.
TikTok Ads: Connecting With Younger Shoppers
Ideal for: Trend-driven products, Gen Z audiences, discovery-based shopping
TikTok has matured from a pure entertainment platform into a genuine sales channel with growing e-commerce functionality.
Advertising Options
- Spark Ads: Boost your organic videos that are already gaining traction
- Shop Integration: Link products directly for seamless purchasing
- Creator Collaborations: Work with influencers who understand the platform
- Feed Placement: Let the algorithm find your ideal customers
Investment Requirements
TikTok can work with budgets starting around $500-1,000 monthly, though you'll need a steady stream of fresh creative. Content lifespan is shorter here than other platforms.
Creative Philosophy: Polished advertising falls flat on TikTok. Videos that feel like genuine recommendations from friends consistently outperform anything that looks like traditional marketing.
LinkedIn Ads: Professional & B2B Sales
Ideal for: Business products, professional services, high-value items
LinkedIn provides access to professionals actively engaged with business content, making it valuable for B2B e-commerce.
Targeting Options
- Job-Based Targeting: Reach specific job titles, seniority levels and departments
- Company Filters: Target or exclude specific organisations and company sizes
- Engagement Targeting: Find people interacting with relevant topics
- ABM Capabilities: Support sales team outreach with coordinated advertising
Cost Considerations
Expect higher costs per click on LinkedIn compared to consumer platforms. However, B2B sales often justify this through significantly higher order values and customer lifetime value.
Content Strategy: Lead with education and insights rather than direct product promotion. White papers, research findings and problem-solving content generate the strongest response.
YouTube Ads: Demonstrating Products Through Video
Ideal for: Product demos, tutorials, brand awareness
YouTube's massive audience and search functionality make it essential for e-commerce brands that can explain their value through video.
Ad Formats
- Skippable Ads: Cost-effective way to reach interested viewers
- Non-Skippable Ads: Ensure complete message delivery for launches
- Product Feeds: Showcase items directly in video content
- Shorts: Compete in the short-form video space
What Converts: Demonstration videos showing real problem-solving consistently drive results. Include actual customer experiences and clear next steps for viewers.
Amazon Ads: Advertising Within the Marketplace
Ideal for: Products available on Amazon, competitive categories
If you sell on Amazon, the platform's advertising tools offer unique advantages—particularly the ability to track exactly what happens after someone clicks your ad.
Advertising Types
- Sponsored Products: Appear in search results and on product pages
- Sponsored Brands: Feature your brand and product range
- Sponsored Display: Retarget shoppers across Amazon and beyond
- DSP Access: Programmatic buying across Amazon properties
Platform Advantage: Amazon shoppers are in buying mode, not browsing mode. This results in higher conversion rates, though also increased competition for visibility.
Pinterest Ads: Lifestyle & Inspiration-Driven Purchases
Ideal for: Home goods, fashion, recipes, DIY products
Pinterest users are planning future purchases and projects, making the platform valuable for products that fit into lifestyle aspirations.
Advertising Features
- Shopping Ads: Connect your product catalogue with visual search
- Video Pins: Show products being used in real situations
- Story Pins: Create multi-image narratives around your products
- Trend Reports: Access forecasting to plan seasonal campaigns
User Behaviour: People come to Pinterest with purchase intent, looking for ideas and solutions. They're further along the buying journey than on entertainment-focused platforms.
Microsoft Advertising: Reaching Desktop Searchers
Ideal for: Professional audiences, older demographics, lower competition
Microsoft's search network captures over a third of desktop searches at typically lower costs than Google, serving an audience that skews more affluent.
Benefits
- Less Competition: Fewer advertisers bidding on keywords
- Campaign Import: Transfer Google campaigns directly
- LinkedIn Data: Enhanced targeting through professional information
- Desktop Dominance: Strong presence among desktop searchers
Usage Strategy: Think of Microsoft Advertising as complementary to Google rather than a replacement. Import your successful Google campaigns and optimise for the different audience.
Reddit Ads: Community-Based Marketing
Ideal for: Niche products, tech products, authentic engagement
Reddit's passionate communities require a fundamentally different advertising approach built on authenticity and value.
Advertising Options
- Subreddit Targeting: Reach specific interest communities
- Conversation Placements: Ads that feel native to discussions
- Post Promotion: Amplify content that's resonating organically
Platform Culture: Redditors quickly reject traditional sales messages. Success requires genuinely helpful contributions and respect for community norms.
Developing Your Advertising Mix
Rather than committing entirely to one platform, most successful e-commerce businesses distribute their investment strategically.
Budget Distribution Example
For businesses spending $3,000+ monthly:
- 40% Search Advertising: Google and Microsoft for high-intent traffic
- 35% Social Platforms: Meta for reach and visual engagement
- 25% Experimental Channels: TikTok, Pinterest or niche platforms
Smaller budgets should concentrate on one or two platforms until profitability is established.
Tracking Performance
Implement consistent tracking parameters across platforms and recognise that each platform will claim credit for conversions. Focus on overall business growth rather than getting caught in attribution debates.
Creative Approach
Maintain consistent brand messaging whilst adapting creative execution for each platform's environment. Your brand should be recognisable everywhere whilst feeling native to each space.
Platform Selection FAQs
What's a realistic starting budget?
Begin with $1,000-2,000 monthly, weighted towards search and social. Expand once you've proven success rather than spreading budget too thin initially.
Which platforms work best with Shopify?
Google Shopping and Meta's catalogue advertising integrate smoothly with Shopify and typically deliver solid results for online stores.
Should creative be the same everywhere?
Keep your core message consistent but adapt the format and style for each platform. What works on TikTok won't work on LinkedIn.
When should I add another platform?
After you're profitable on your current channels. Don't expand until you've thoroughly tested and optimised your initial platform choices.
How do I know if a platform is working?
Look at overall business metrics beyond platform-reported returns. Consider customer value over time, repeat purchases and how channels work together.