Online Marketing Tech Stack: Tools to Power Your 2023 Ecommerce Growth

Since 2019, digital commerce has accelerated as the pandemic reshaped how people discover, evaluate, and purchase products. The early rush to establish an online presence gave way to a focused phase: brands refining their online marketing tech stack, sharpening data-driven practices, and aligning creative with analytics to lift conversion. By 2022, updates to social platforms, Google Analytics, and Google Ads best practices—plus the rising importance of content, keyword, and email marketing—pushed retailers to elevate tactics for higher-quality traffic and better ROI. Looking to 2023, the mandate is clear: refresh your tech and processes to act on customer data, orchestrate omnichannel campaigns and support, and streamline the path to purchase with tools built for today’s shopper. In short, strengthening your online marketing tech stack can drive ecommerce growth, smooth the customer journey, and leverage AI in marketing for smarter decisions. To improve readability and retention, each section ends with a concise Section Summary and a short question—distilling key takeaways into scan-friendly bullets and prompting you to connect ideas to your own roadmap.

To ground the discussion, here are brief definitions used throughout this article:

• SMS Marketing: A permission-based channel that delivers promotional, transactional, and conversational text messages directly to a customer’s mobile device, typically integrated with automation and segmentation to ensure timely, relevant outreach.
• Customer Journey: The end-to-end path a customer takes with a brand—from discovery and consideration to purchase and post-purchase engagement—spanning channels such as search, social, email, SMS, chat, and support.

Below, we explore practical tools that help refine acquisition, nurture engagement, and retain loyal customers—plus examples, quick summaries, and evaluation questions.

Transform Customer Engagement with Attentive (SMS Marketing)

• Meaningful two-way interactions build rapport in a channel customers still notice.
• Attentive enables 1:1, real-time, personalized messaging and is used by over 4.5K leading brands—signaling SMS’s central role in many marketing stacks.

Why SMS remains essential

• Attention and reach: With countless apps vying for attention, SMS stands out as a high-visibility notification channel. 57% of consumers shop online via mobile, 37% use a mix of mobile and desktop, and less than 7% rely on desktop only—making text a natural touchpoint alongside email marketing.
• Speed to action: Promotional texts often sit near transactional messages (like receipts), increasing the chance that timely offers are seen and acted upon.
• Channel diversification: Blending SMS with email and social ads helps you re-market effectively, remind customers about new collections, and recover potentially lost sales.

• Small and growing businesses can benefit as much as larger brands.
• High-performing sign-up units—20 options—help you build a compliant list quickly.
• Once subscribers opt in, coordinate SMS with your email program to keep messaging aligned across campaigns.

• Use A/B testing to refine send times, copy, and landing pages.
• Set behavior-based triggers—like abandoned basket nudges or back-in-stock alerts—to reduce friction and encourage completion.

Imagine a boutique sending a limited-time SMS offer to shoppers who viewed a new arrival twice: the message lands right after interest peaks, leading to a quick tap-through and purchase.

Section summary

• SMS offers direct, high-visibility outreach and pairs well with email.
• Sign-up units, testing, and triggers help you scale and optimize.
• Use behavior signals to time messages when purchase intent is strongest.

Question to consider: Have you mapped where SMS can complement your email flows to recover carts, re-engage browsers, or launch new collections faster?

Elevate Customer Support Experience with Gorgias (Helpdesk Solution for Omnichannel Support)

• Pre-sale and post-sale support strongly influence brand equity, reviews, and how experiences are shared on social media.
• Conversations span email, chat, SMS, DMs, and phone; consistent, empathetic handling is essential to a smooth customer journey.
• 59% will abandon a favored brand after a few bad experiences, and 17% will do so after just one.
• Because social platforms can amplify sentiment quickly, issues can escalate—or be resolved with positive visibility—based on your responsiveness.

Automate common requests without losing the human touch

• Tools like Gorgias.com centralize conversations from multiple channels into a single ticket, so customers don’t have to repeat themselves.
• Automate FAQs such as order lookups and shipping updates while routing complex cases to an agent with full context.

Picture a shopper who messages on Instagram about a delayed package, then follows up by email; unified support keeps the thread intact, allowing faster, more accurate resolutions.

Section summary

• Consolidated support shortens resolution time and reduces repeat explanations.
• Automation handles routine questions while agents focus on nuanced cases.
• Responsive service prevents churn and limits negative social momentum.

Question to consider: Where do your customers most often seek help, and how would centralizing those touchpoints improve first-response and resolution times?

Maximize Email Marketing Impact with Klaviyo (Email Automation for Data-Driven Marketing)

• Klaviyo fielded 5K consumer surveys across age groups and regions, revealing broad increases in online spending—even amid furloughs and layoffs.
• 70% cited data security and privacy as their top concern.
• 75% said they are open to receiving SMS from shops they have purchased from (especially under 35yr olds).
• New brands discovered through friends and family remain a key influence, while email and SMS are preferred for updates, notifications, and sales promotions.

• Data-driven segmentation and lifecycle orchestration acquire, engage, and retain customers with flows that reflect real behavior.
• By unifying profile and event data, you can tailor content by intent, frequency, and value, aiming for growth that compounds naturally.

For example, a skincare brand might send a replenishment reminder based on product usage windows, accompanied by an SMS shipping update when the order goes out.

Section summary

• Consumers favor privacy-conscious brands and opt in to relevant email/SMS.
• Data unification powers tailored lifecycle flows across acquisition and retention.
• Behavior-based triggers keep messages timely and valuable.

Question to consider: Are your segments built on real engagement signals, and do your flows adapt as customer preferences change?

Enhance Product Discoverability via Klevu (AI-Powered Search)

• Personalizing product discovery helps shoppers find what they want—fast.
• Klevu’s Product Discovery suite enhances catalog data to improve conversion for ecommerce merchants and has been reported to improve performance by up to 52% by enriching product understanding.
• It replaces native search with an AI-powered engine that recognizes misspellings and interprets keywords, mapping them to accurate results with minimal merchant input.
• The result is lower bounce rates, fewer dead-end searches, and a lift in average basket value as customers see more relevant options.

Consider a home décor store where a customer types “duvet covr” or searches vague terms like “cozy bed set.” Klevu interprets the intent, returns the right SKUs, and surfaces complementary items—nudging shoppers to add matching shams or sheets without friction.

Section summary

• Smarter search reduces frustration and improves product discovery.
• Misspelling tolerance and intent detection protect revenue you might otherwise lose.
• Better relevance raises average order values through thoughtful recommendations.

Question to consider: Which on-site searches produce weak or zero results, and how much revenue could accurate, intent-aware discovery recover?

Boost Customer Loyalty and Retention with Yotpo (Loyalty & Rewards)

• Loyalty programs reward repeat behavior, making retention more cost-effective than constant new-customer acquisition.
• Yotpo Loyalty supports experiences that are customer-led, personalized, and rewarding—encouraging shoppers to return, share feedback, and participate in the brand’s community.
• Understanding loyalty touchpoints before and after purchase is essential to align rewards with real value.

Imagine a footwear brand awarding points for creating an account, writing a review, or engaging on social—then offering tiered rewards that unlock exclusive early access to new drops. Over time, the program nudges casual buyers toward higher lifetime value while reinforcing brand affinity.

Section summary

• Retention is typically more efficient than net-new acquisition.
• Rewards tied to meaningful actions grow advocacy and repeat purchases.
• Clear touchpoints ensure benefits arrive when customers value them most.

Question to consider: Do your loyalty rewards align with behaviors that predict higher lifetime value, and are those benefits communicated clearly across channels?

Conclusion: Unite AI in Marketing and Omnichannel Strategy for Sustainable Ecommerce Growth

• Online marketing has shifted toward AI in marketing to streamline discovery, personalize outreach, and reduce friction across the customer journey.
• When SMS, email, on-site search, support, and loyalty work together, every touchpoint reinforces relevance and trust.
• The tools discussed here—Attentive for conversational SMS, Gorgias.com for unified support, Klaviyo for data-driven email and SMS, Klevu for intelligent discovery, and Yotpo for loyalty—complement each other to improve acquisition, engagement, and retention.
• As you refine your marketing tech stack for 2023, consider where AI-driven insights and coordinated channels can close gaps in your funnel.
• Identify the quick wins—like triggered SMS for cart recovery or search improvements for high-intent queries—then build toward deeper personalization and loyalty.

Ready to take the next step? We’re eager to explore tailored strategies that fit your goals and accelerate ecommerce growth—from quick-win audits to deeper tech-stack optimization. Have questions, want fresh insights, or need a roadmap? Our team is here to help. Reach out now! Email us at wish@thegenielab.com and let’s chart your next move together.

Section summary

• AI and coordinated channels reduce friction and amplify results.
• Start with quick wins, then scale personalization and loyalty.
• Summaries reinforce recall and make the article scan-friendly.

Final reflection: Which one cross-channel improvement will you test this quarter to compound gains across acquisition, engagement, and retention?