The role of influencer marketing in the growth of e-commerce

Jan 15, 2024
The role of influencer marketing in the growth of e-commerce
The rise of influencer marketing has revolutionized the world of e-commerce. In fact, influencer marketing is a $16.4 billion industry. By tapping into the power of social media influencers, small and large businesses have found a new and effective way to reach their target audience, dramatically increasing e-commerce sales.


After 10 years in the influencer marketing space, I can tell you with confidence that fashion labels, beauty brands, travel companies, tech startups, and companies of all sizes are successfully leveraging the power of influencer marketing to build their brands and increase their customer base, proving that e-commerce influencer marketing is here to stay.

Through influencer marketing, businesses can leverage social media channels to attract customers and increase their reach. Both organic and paid campaigns can yield immense growth for brands with influencer marketing.


An influencer is someone who has the power to influence the decisions of others. In other words, they can influence purchasing decisions from their audience members. They are typically well-known personalities or creators in their niche with an engaged audience on social media platforms. The best influencers for your brand are the ones who have an audience that aligns with the goals of your business.

To define and find the best influencers for our clients, my team and I start by establishing the brand’s campaign goals and key performance indicators (KPIs) before starting our search for influencers. This will help us find the most suitable influencer type for the campaign. For instance, if we are looking to boost brand awareness, macro-influencers with over 1M+ followers (this range changes for each different social media) could be a good option. On the other hand, if the client is focused on engagement, micro-influencers who have a smaller but highly engaged following might work better. Influencers with a super-specific audience could be worth considering for a long-term revenue growth campaign.

Once we identify the brand’s goal, we can get started on influencer research. We use tools to do competitor research to measure the reach, engagement, and demographics of various influencers.

The better you define your goals and influencer personas, the higher the ROI will be.


Engaging in influencer marketing is a great strategy for e-commerce enterprises aiming to widen their reach and connect with new clients. The impact of wisely chosen influencer collaborations extends beyond merely elevating brand recognition; it can also improve website traffic and conversion rates.

Outlined below are the prime advantages I attribute to influencer marketing:

Amplifying Brand Awareness: Within the realm of influencer marketing, e-commerce brands can enhance brand visibility by positioning their products before a broader audience. Influencers, armed with a loyal following, become conduits for trust, thereby amplifying exposure for the brand.
Leveraging Expertise And Authority: Influencers are viewed by their followers as authorities within their niches. By aligning with influencers, e-commerce firms can harness this influence and authority, establishing credibility and trust with potential customers.
Precision Targeting: Influencers cultivate a specific audience aligned with their niche. This attribute proves advantageous for e-commerce brands seeking to refine their marketing endeavors. Partnering with influencers whose audience mirrors their target demographic enables businesses to effectively reach ideal customers and drive sales.
Cost-Effective Outreach: In contrast to traditional advertising methods, influencer marketing offers a cost-effective avenue for e-commerce entities to connect with their target audience. By choosing collaboration over conventional ad spending, businesses can leverage influencers’ dedicated followings to showcase products to the right demographic.

Growth through influencer marketing is a powerful strategy for e-commerce businesses looking to drive more brand awareness and sales. To make the most of this marketing vertical, it is important to establish the right strategies for harnessing the power of influencers.

Drawing from our extensive experience with hundreds of campaigns, my team and I have curated a collection of innovative and practical strategies that brands can implement immediately. These ideas are not just theoretical; they are tried-and-tested tactics that have consistently delivered results across various industries.

Beauty Industry

Unboxing Videos And Content: Partner with influencers to create videos of your products being unboxed. This can help generate buzz and excitement around what your brand offers.
Before And After Transformations: Work with beauty influencers to create before and after transformation content showcasing the benefits of your products.
Fashion Industry

Outfit-Of-The-Day Posts: Partner with fashion influencers to create outfit-of-the-day (OOTD) posts, including carousels and short-form videos, featuring your clothing and accessory items.
Style And Shopping Guides: Collaborate with influencers to create style guides showcasing different ways to wear your items.
Food Industry

Foodie And Restaurant Collaborations: Work with food bloggers to create foodie collaborations, such as limited edition menus or product bundles.
Review Roundups With Food Products: Collaborate with influencers to create review roundups of your products, showcasing their favorites and how they use them in their day-to-day lives.
Fitness Industry

Workout And Training Series: Partner with fitness influencers to create workout videos featuring your fitness products and/or your unique teaching methods.
Challenge Campaigns: Work with influencers to create campaigns that incorporate your products, such as 30-day fitness challenges.
Short- And Long-Term Transformation Stories: Collaborate with influencers to create transformation stories showcasing the benefits of your fitness products and how they helped them achieve their goals.

The opportunity to present our clients with the tangible results of our hard work is the moment I relish the most.

Measuring the success of campaigns is a key element of any e-commerce influencer marketing strategy. This is where working with a reputable agency comes in handy. To effectively measure the ROI of e-commerce influencer campaigns, it is important to define specific objectives and KPIs.

Keep in mind: An influencer marketing campaign lacking well-defined goals, measurable KPIs, and a thorough ROI evaluation simply amounts to squandered time and resources!

Source: fastcompany