Practical Ecommerce

Practical Ecommerce was established in July 2005 by Kerry and Joy Murdock in Grand Junction, Colorado, U.S. The goal of the site is to offer straightforward articles and insights to support ecommerce businesses. In 2012, we expanded by acquiring another site, Web Marketing Today, which was originally launched in 1995. This site focuses on helping local service-oriented businesses. Our team of writers includes top ecommerce experts, consultants, and journalists.

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Articles

SMB Ads Unchanged by Google Antitrust Ruling

2 days ago | practicalecommerce.com | Armando Roggio

Google’s recent advertising antitrust loss is much ado about nothing for small- and medium-sized businesses. On April 17, 2025, U.S. District Judge Leonie Brinkema found that Google had “willfully acquired and maintained monopoly power” in two digital advertising markets: display ad servers and ad exchanges. Google offers these technologies in Ad Manager, its advertising management platform, once called DoubleClick for Publishers.
Temu and Shein Cut U.S. Advertising

5 days ago | practicalecommerce.com | Armando Roggio

Temu and Shien have slashed their U.S. advertising spend in response to tariffs and the end of the de minimis tariff exception for orders under $800. The actions could elevate prospects for American shops and brands. Tinuiti, a marketing agency, shared data with Practical Ecommerce showing that Temu dramatically reduced — and eventually stopped — spending on Google Shopping ads between April 9 and 12, 2025.
New Ecommerce Tools: April 17, 2025

1 week ago | practicalecommerce.com | Sig Ueland

We publish a rundown each week of new products from companies offering services to ecommerce merchants. This installment includes updates on tools to reduce tariff exposure, influencer marketing, installment payments, shipping, logistics platforms, and conversational AI for customer service. Got an ecommerce product release? Email [email protected]. PolyAI unveils Agent Studio with generative AI for customer service.
Rethink Your Email Sunset Policy

1 week ago | practicalecommerce.com | Vonnie Williams

Experienced marketers know an unengaged email list tanks deliverability and clouds campaign data. But what’s often missing is nuance: how to design a sunset policy that works with the brand’s funnel. This post isn’t a reminder to clean your list with abandon. It’s a framework for doing it smarter, especially when attribution is messy, inbox competition is fierce, and engagement signals are fuzzier than ever.
How to Track ChatGPT Traffic in GA4

1 week ago | practicalecommerce.com | Ann Smarty

ChatGPT is becoming a valuable traffic source. It may not appear in a Google Analytics overview because the volume is small, but ChatGPT traffic is often the most engaging source, even more than organic search. I base those observations on my experience optimizing client sites for AI answers. I know of no studies examining why ChatGPT traffic performs well, but I have two theories:Like organic search, ChatGPT provides solutions to problems, with occasional links to external sites to learn more.
Another Privacy Pivot in Ad Targeting

1 week ago | practicalecommerce.com | Armando Roggio

Ad targeting attempts to improve the odds that the person seeing an offer or promotion will take action. A few decades ago, almost all ad targeting was contextual. A golf shop bought ads in golf magazines or the golf section of the phone book. Fast forward to 2025, and artificial intelligence tools capable of analyzing huge stores of consumer data have upended ad targeting.
A Playbook for Influencer Marketing

2 weeks ago | practicalecommerce.com | Eric Bandholz

Josh Durham launched Aligned Growth Management, an influencer marketing agency, in 2020. He says the influencer industry has evolved from the halcyon days a decade ago when affiliate-based creators could generate 5x returns. Influencer marketing circa 2025, according to Josh, is a long-term play. Success depends on quality products, engaged creator audiences, and content that supports multiple channels.
The Real Test of Unified Commerce

2 weeks ago | practicalecommerce.com | Armando Roggio

Unified commerce is a retailing strategy combining multiple systems for a single view of customers, products, and profits. The concept has been around for a decade, initially for small and mid-sized retailers to compete with enterprises. It’s now one of ecommerce’s most promising trends, with Shopify, BigCommerce, and a slew of others offering solutions.
New Ecommerce Tools: April 10, 2025

2 weeks ago | practicalecommerce.com | Sig Ueland

Every week we publish a curated digest of new products and services that could help ecommerce merchants. This installment covers new initiatives from Amazon, PayPal, Doola, Appriss Retail, DHL, Temu, Visa, Spire, Best Buy, and more. Got an ecommerce product release? Email [email protected]. Amazon launches “Buy for Me” feature to purchase products from other brands’ sites. Amazon is testing a new feature in the Amazon Shopping app.
How Keywords Drive Helpful Content

2 weeks ago | practicalecommerce.com | Ann Smarty

Keyword rankings no longer guarantee organic traffic. A decade ago, we could estimate traffic to pages in Google’s top three organic positions based on keyword search volume. No more. Traffic is much more difficult to predict due to new search-result features and dynamic AI overviews. Moreover, the impact of keywords is less predictable as people use voice search and generative AI. Hence many professional search optimizers claim keyword research is meaningless. That is wrong.