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20 Best WooCommerce Plugins For Your Online Store (2021)




39.5% of all websites are powered by WordPress.

WordPress was launched back in 2003 and since then, it has come a long way. It was launched with an intent to offer a Content Management System, a platform for bloggers to showcase their work. However, today it isn’t restricted to blogging websites only. Rather, many eCommerce websites are also into WordPress today.

WordPress was nowhere close to an eCommerce platform from its initial launch like Shopify or BigCommerce, etc. But it was always open to fulfilling its customers’ requirements. To accomplish one such major requirement, WooCommerce and WordPress came together. WooCommerce gave WordPress extended support to stay in the run and compete along with the top eCommerce platforms.

Well, it isn’t anything new that people aren’t aware of. But, to help our new readers who are still not aware of WooCommerce, We’ll like to discuss it in a brief overview before we proceed ahead with the best WooCommerce plugins in 2021.

What is WooCommerce & Why Do You Need It?

WooCommerce is a free WordPress plugin that extends the functionality of your WordPress website following the eCommerce industry.

You might already have a WordPress website offering great content, but what about expanding the limits of your website and start selling goods/services?

WooCommerce transforms your traditional website into a fully-functional online store with a complete shopping cart experience similar to any other reputable online checkout process. The default functionality of the plugin allows you to design a great checkout process, list products & collections, track sales, add categories and tags, etc.

woocommerce market share


Almost 26% of all online businesses are powered by WooCommerce. And more than 6000+ plugins for WooCommerce are available to expand the functionality and flexibility of any type of online business.

I understand that searching out for the most suited plugin from the pool of 6k+ plugins is very hard and often we all choose the wrong one in a jiffy. Well, learning from my own experiences from the past, I have curated a list of the best 20 plugins from 3 major categories, i.e.,

  • Store Development Support
  • Customer Experience
  • Marketing

Let’s start with learning about each of these plugins and how it can be beneficial for your store.

9 Best WooCommerce Plugins For Store Development

Store development is the major concern for online business owners, expanding online market trends have leveled up the competition in the online industry as well. However, you can still take advantage of being a newcomer in the industry by outlining and showcasing the best in you from that of your competitors.

And you can do so simply by developing your store well equipped with everything that your customers might need or prefer.

Starting with the list of WooCommerce plugins for store development, let’s see what’s the best in-store.

1. Product Variation Swatches For WooCommerce

product variation swatches

Customers prefer shopping from those who provide the flexibility to choose their favorable variation of the product like colors, sizes, quantity, etc.

This plugin helps you to add product variations to your online store. Earlier, there used to be a dropdown menu where the available options were listed. Product Variation Swatches for WooCommerce has given a breakthrough to the traditional dropdown menu by replacing it with swatches. These swatches can be circular or square and you might have often seen them on popular shopping websites like Amazon.

Benefits of Product Variation Swatches For WooCommerce

  • An easy and convenient way to showcase product variations to customers.
  • Smartly re-design your storefront.
  • Build confidence among customers for the product with multiple gallery images.
  • Display single attributes on category/shop pages too.

Key Features of this Plugin

  • Add|modify|customize variation swatches(color, text, and image)
  • Show/hide variation swatches on related products
  • Add/Import multiple gallery images for a single variation
  • Add image gallery slider
  • Display “out of stock” or “unavailable” variations with a cross mark
  • Show/hide term label for different variations

And more…

Pricing: $45 for a single site

Explore PluginView Live Demo

2. YITH WooCommerce Wishlist

woocommerce wishlist 600x515 1

I’m not sure if you do it as well but browsing through products and not immediately purchasing them is a common practice. I do the same too(I’m no different when it comes to looking for the best option).

However, the drawback for the customers here is that to save their choice from getting lost, they either add it to the cart and get poked to complete the checkout, or they just simply save the link which doesn’t guarantee the product availability at the later stage.

Hence, you can save your customers from this situation by offering them a different space to save the items that they wish to buy later. YITH WooCommerce Wishlist is your solution.

With this plugin, the customer can simply create a separate list of all the products that they wish to buy in the near time or the future as well.

Benefits of YITH WooCommerce Wishlist

  • Save your favorite items/products for a later purchase
  • Share your wishlist with your relatives, friends, and family to enjoy shopping together

Key Features of this Plugin

  • Show/hide the “Add to Wishlist” button on your shop page
  • Show/hide the “Remove from Wishlist” button for the products existing in the wishlist
  • Customize your wish list table columns
  • Add your favorite product variation to the wishlist with product variation support
  • Add products to the cart directly from the wishlist, etc.

And more…

Pricing: $94.99 for a single site

Explore Plugin – View Live Demo

3. Checkout Field Editor (Checkout Manager) For WooCommerce

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Checkout is the most critical stage for any online transaction. The checkout process holds the potential to make or break your customers. If you remember, earlier when the concept of the online market was initiated, the checkout process used to be very lengthy. A long-form with many fields used to appear including various options for billing, shipping, contact details, etc. However, the checkout process in recent years has witnessed a great custom trim in the fields of the checkout form when compared with earlier ones.

This custom trim of checkout fields motivates your customers because you’re only taking information from them which is crucial to complete the checkout process.

This plugin, Checkout Field Editor for WooCommerce integrates well with WooCommerce. Further, it offers a great variation in options of the checkout fields that you wish to add/remove/modify from your existing checkout process.

Benefits of Checkout Field Editor For WooCommerce

  • The custom checkout process is more conventional and convenient for customers.
  • Even for business owners and marketers, a customized checkout process will help to deal with each client differently, focusing more on their needs like different information is needed for different types of orders. A B2C customer needs to provide basic shipping and contact details in most cases while a B2B client needs to share a few more information than just shipping and contact information.

Key Features of this Plugin

  • 17 custom Checkout field templates to serve every business differently.
  • Different display formats for address
  • Conditional display for fields, validations, and sections
  • WPML compatibility and Zapier support
  • Single click default reset option to undo changes in settings

And more…

Pricing: $39 for a single site

Explore Plugin

4. Save Cart Later

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Although, the wishlist is a preferred functionality added by almost every online seller yet a major section of the audience still prefers to add favorable products to the cart before they look for the competent variants of the same product or a better deal.

Adding products to a cart isn’t an issue until the customer decides to complete the transaction. However, in case they don’t return to complete the transaction, the items in the cart are left abandoned.

To overcome this situation, the concept of “Save your cart for later” came into existence. This plugin provides the same functionality to the customers where they can save their carts with all the added products and can complete the purchase later whenever they wish to.

Benefits of Save Cart Later

  • Retains your customers’ hard searched product variants
  • Minimizes the rate of cart abandonment
  • Enhances the customer satisfaction rate
  • An opportunity to convert guest users into customers by letting them save their products in the cart as guest users only

Key Features of this Plugin

  • Both guest-users and registered customers are open to the “Save Cart for Later” option
  • Restricted access to save the cart for the guest users as the duration is specified by the admin
  • Admin has the authority to select/remove the Save cart option from any individual product or category
  • Customizable button for “save cart”
  • Product vendor compatibility

And more…

Pricing: $49

Explore PluginView Live Demo

5. Enhanced WooCommerce Shipment Tracking

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For any online store selling physical products, shipping is yet another crucial point of consideration. This shipping-based plugin allows the online vendor to integrate with multiple shipping companies from a single WooCommerce store and sync all the related data to provide an easy and convenient shipment tracking environment to your customers.

Benefits of Enhanced WooCommerce Shipment Tracking

  • Integration with different shipping companies to track orders from the store’s website itself
  • Smoothes the customer experience while shipment is in traverse
  • 24/7 order tracking available

Key Features of this Plugin

  • Track orders from the initial stage until the delivery
  • Sync your WooCommerce store with partner shipping companies
  • Initiate custom shipping URL for different shipping companies
  • Email notification to customers for order status updates

And more…

Pricing: $40 for a single site

Explore PluginView Documentation

6. WooCommerce One Click Upsell Funnel Pro

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Upsell and Downsell are often used as marketing hacks to promote sales for any online store. You might have come across many such deals like “people buying product x also but product y” or “upgrade your purchase to make it a combo” and more.

Upselling is a most tested promotional hack to boost sales rate immediately. WooCommerce One-click Upsell Funnel Pro is an indefinite plugin when it comes to functionalities it offers. It helps the admin to run post-purchase offers that customers can add to their shopping bags with just one-click rather than going through all the pages and processes.

Benefits of WooCommerce One Click Upsell Funnel Pro

  • Significantly boosts your customer’s lifetime value
  • Ensures exposure to products with high-profit margins and best-seller ranks
  • Provides best upsell strategy
  • Increase your revenue exponentially
  • Exciting upsell, down-sell offers makes your customers feel more special and connected

Key Features of this Plugin

  • Design upsell strategy with unlimited funnels and number of offers
  • Combined orders for actual and upsell products
  • Trigger upsell offers on specific product categories
  • Multiple secured payment gateways support to accept payments from
  • Responsive upsell, down-sell offer pages
  • Upsell reporting and tracking
  • Special one-time post-purchase offers, etc.

And more…

Pricing: $75 for a single site

Explore Plugin – View Live Demo

7. WooCommerce Multi-Currency

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The most common issue that global vendors experience is the currency translation before making the purchase. Not many global sellers offer currency support and therefore, either they lose a potential customer or they witness a higher rate of refund queries.

So if you’re planning to go global with your WooCommerce store, make sure to ease your customers with the product prices per their regional currency.

WooCommerce Multi-currency plugin does the currency translation for your users in a jiffy. Although this plugin doesn’t hold too many features, yet it can be a crucial one for global aimers and achievers.

Benefits of WooCommerce Multi-Currency

  • Eases out the shopping experience for customers on the global platform

Key Features of this Plugin

  • Admin can select the currencies from the in-built list keeping the base prices of the product in the store’s default currency
  • Customer can choose the currency of their will from the sidebar widget
  • Prices are automatically recalculated after the currency is selected by the customer and is displayed on the product/shop page.

And more…

Pricing: $99

Explore Plugin

8. WooCommerce RMA for Return Refund & Exchange

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I don’t think that there is any need to tell the importance of these features for any online store. Return, refund, and exchange are mostly considered as a bane for a business. However, I believe if such an opportunity is utilized well, the customers with return/refund requests can be the most profitable customers for any business.

WooCommerce RMA for Return, refund, and exchange plugin provides a simple and convenient interface to the admin to process the requests received. Also, it provides an option to the admin to restrict the invalid requests. The intelligent technology to use the same payment gateway or an e-wallet for the refund request is the major attraction of this plugin.

Benefits of WooCommerce RMA for Return Refund and Exchange

  • Motivates business to focus on selling more and not returns
  • Maintains cash-flow cycle for the businesses
  • Improves customer satisfaction with speedy processes
  • Minimized manual labor cost with automated return/refund processes

Key Features of this Plugin

  • Easy stock management post-return/refund requests
  • Email notifications to customers on request status updates
  • Admin has the authority to retain coupon amount availed during the purchase while accepting the return/refund queries
  • Customizable refund/order button
  • Advanced e-wallet system
  • Partial order refund/return/exchange/cancel

And more…

Pricing: $79 for a single site

Explore Plugin – View Live Demo

9. ATUM Inventory Management For WooCommerce

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Running a large store efficiently means regular dealing with dispatching ordered products and receiving the returned orders. Since the online market is accessed by multiple users at the same time, keeping track of product inventory gets a little difficult.

The ATUM Inventory Management for WooCommerce plugin is an advanced solution to this hectic issue of maintaining bulk edit updates and product stock inventory reports. The plugin also adds to your convenience by offering various stock filters and extended inventory monitoring features.

Benefits of ATUM Inventory Management For WooCommerce

  • Automatic inventory management system
  • Saves time, energy, and resources
  • Eliminates manual stock reportings and monitoring

Key Features of this Plugin

  • Stock-central statistics dashboard
  • User-friendly and intuitive interface
  • Manage stock by levels
  • Sync stock from different warehouses
  • Export/import inventory records data with XML, CSV, or JSON

And more…

Pricing: Available Free with Premium Add-ons (Individual Pricing)

Explore Plugin – View Demo

6 Best WooCommerce Plugins To Boost Customer Experience

A business cannot survive without its customers. It’s true that customers are considered as kings and are to be served with utmost sincerity and generosity. Making your WooCommerce website customer-friendly is a great approach to make them feel satisfied and more connected with your brand. This will eventually boost your sales and revenue growth rates exponentially.

Many agencies and IT techs came forward with various solutions to help online businesses in improving their customer’s experience. The few most preferred WooCommerce plugins from this genre are listed below.

Let’s check them out!

10. LiveChat for WooCommerce

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It was always easy to connect and communicate with customers on a physical store than online stores. Reason being that you can simply see them face-to-face and understand what they want to share more with their expressions instead of words.

However, this is a major setback for online businesses. Anyhow, face-to-face communication isn’t a feasible option for online businesses, yet providing LIVE chat support and ensuring them 24/7 availability fills in the gap.

LiveChat for WooCommerce plugin is a very simple yet intuitive tool. It’s easy to use. All you need to do is install the plugin, configure the basic settings and wait for your customers to communicate with them.

Benefits of LiveChat

  • Engage with multiple customers at the same time
  • Increases customer satisfaction rate
  • Easier to get feedbacks
  • Improves sales and revenue

Key Features of this Plugin

  • Connect with your customers in real-time with the WooCommerce Live chat module
  • Monitor your customer’s cart while chatting with tracking settings
  • Admin can hold multiple chat sessions

Pricing: Free

Explore PluginView Live Demo

11. WooCommerce Multilingual

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Serving a global audience needs you to be able to serve them in their local language for a better understanding of the products. Now this applies to all from the product description to inventory tracking, and throughout the checkout process as well.

This plugin easily translates your website to the local language selected by your customer. And with website here I mean to signify everything present on your website.

Benefits of WooCommerce Multilingual

  • Offers multiple language choices for your customers
  • Local language support means a better customer engagement rate
  • Attract more traffic to your website

Key Features of this Plugin

  • Automatically translate products (grouped or single), categories, attributes
  • Translate the checkout process in the selected language as well
  • Allows you to run your WooCommerce store with multiple languages and currencies based on customer’s location
  • Send email to customers in the selected language, etc.

Pricing: Free

Explore PluginView Documentation

12. Ultimate WooCommerce Gift Cards

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“Gift Cards” – this term in itself is full of joy and happiness. The increasing online purchase trends have also given a boost to digital gifting.

Gift cards are very popular these days. They are being used not only as special occasional giftings, rather they have become increasingly popular in corporate giftings as well.

This gift card plugin, Ultimate WooCommerce Gift Cards allows the admin to create and sell gift cards on its WooCommerce stores as a separate product. The customizable template, multiple delivery options, and balance update after each transaction are the major highlights of this plugin. It also allows the customers to share gift certificates on WhatsApp and SMS notifications on Twilio.

Benefits of Ultimate WooCommerce Gift Cards

  • Improves brand image and brand loyalty
  • Attracts potential customers
  • Engage and communicate with new customers
  • Increases sales
  • The better customer satisfaction rate
  • Amplify revenue and growth opportunities

Key Features of this Plugin

  • 20+ pre-defined gift card templates
  • Create, sell digital gift cards
  • Personalize gift cards with easy customization and messaging options
  • Different pricing options available
  • Schedule delivery date for gift cards
  • Automatic balance updates
  • Offline gift cards with PDF support
  • Import/export gift card coupons, etc.

Pricing: $92 for a single site

Explore PluginView Live Demo

13. WooCommerce Social Login

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A checkout process with long forms can be a real turn off for your customers. Hence, allowing your customers to create an account without taking much of their time as it was for forms was the real idea behind the concept of providing social logins.

WooCommerce Social Login plugin simply allows the users to sign up and create an account on your website with their social accounts in just one-click.

Benefits of WooCommerce Social Login

  • Social sign-ins increase the rate of conversion
  • Let your users connect with you through Facebook, Google, PayPal, etc.
  • Provides a secure and personalized environment to customers

Key Features of this Plugin

  • Link user accounts with social accounts
  • Offer account management tools and peripherals
  • Track social logins for your website, etc.

Pricing: $79

Explore Plugin – View Live Demo

14. Points And Rewards For WooCommerce

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Building a customer loyalty program may sound as easy but trust me it isn’t. We often talk about customer loyalty programs and how it works wonders for any business in building a community of loyal customers.

To help you set up your Points-based program, Points And Rewards For WooCommerce is a great choice to go with. This plugin allows you to enable giving points to your customers for their various activities along with options for them to redeem and track the earned points.

Benefits of Points And Rewards For WooCommerce

  • Builds brand loyalty
  • Increase repeat purchase rate
  • Increases customer conversion rate
  • Improves Average Order Value of your products
  • Free marketing with Word-of-Mouth(Referral marketing)

Key Features of this Plugin

  • Assign points to customers on various activities like sign up, referral, etc
  • Admin can set points for different products
  • Admin can allow points to customers on each $ spend with per currency points feature
  • Automatic points adjustment over refund/return/cancel queries
  • Email notification to users sharing their points balance and expiration period
  • Set points expiration period

Pricing: $99 for a single site

Explore Plugin – View Live Demo

15. WooCommerce Memberships

woocommerce memberships

Member’s community showcases the brand’s power in building its loyal customer base and satisfying them to the fullest.

WooCommerce Memberships plugin does the same for you. It helps you to design a membership program for your loyal customers while entertaining them with various “only-members” activities and offers.

Benefits of WooCommerce Memberships

  • Attracts more loyal and dedicated customers
  • Enhances the brand image

Key Features of this Plugin

  • Admin can sell or assign memberships
  • Schedule content access to members strategically
  • Restrict product viewing, purchasing like activities for members only on specific products and offers
  • Better shipping variants for members

Pricing: $199

Explore Plugin – View Documentation

5 Best WooCommerce Marketing Plugins For 2021

Marketing Plugins for WooCommerce allows the admin and the marketers to keep track of their multiple marketing activities from their WooCommerce store itself. Since managing and tracking the performance of running email campaigns, ad campaigns, etc. can be hard when done from different platforms.

16. HubSpot WooCommerce Integration

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Marketers often prefer to use marketing automation platforms and HubSpot is one of them. It is considered the best inbound marketing automation platform for WooCommerce with ample functionalities.

HubSpot WooCommerce Integration is a ready-to-use software that allows the WooCommerce store owners to sync their store’s real-time data with their HubSpot CRM.

Benefits of HubSpot WooCommerce Integration

  • Sync orders, customers, and products
  • Creates workflows and pipelines to track customers
  • Recover abandoned carts with automated workflows and deals
  • Eases out follow-ups and feedback process
  • Improves customer satisfaction rate
  • Reduces manual labor costs with automated workflows

Key Features of this Plugin

  • Connect and sync all your data in one place
  • eCommerce reporting enables you to track all your products, customers, and orders in one single dashboard. Hence better-selling opportunities
  • RFM analysis to create customer segments
  • HubSpot deals to manage various pipelines
  • Map and sync HubSpot contact fields with WordPress users

Pricing: Free

Explore Integration – View Documentation

17. Mautic WooCommerce Integration

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Mautic is yet another platform that offers a marketing automation environment. This plugin by MakeWebBetter offers a simple integration to sync your eCommerce data with Mautic in real-time. This integration also offers many functionalities like syncing products, orders, tracking contacts, and create personalized email campaigns.

Benefits of Mautic WooCommerce Integration

  • Reduces cart abandonment
  • Improves customer conversion rates
  • Personalized automations reduces manual costs
  • Easy customer segmentation with RFM analysis
  • Real-time data syncing helps you to stay updated

Key Features of this Plugin

  • Sync your eCommerce store’s data over Mautic in real-time
  • Pre-defined segments for customer segmentation with Mautic
  • Mautic custom fields to track customers and orders
  • Dynamic coupon codes and field-to-field sync
  • Mautic website tracking and reporting, etc.

Pricing: $130 for a single site

Explore Plugin – View Documentation

18. MC4WP: Mailchimp for WordPress

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MailChimp is a popular newsletter service. It provides you with a convenient environment to run email campaigns and can hold up to 2000 subscribers in a free list. Hence it is the most preferred choice for online businesses offering newsletters or a similar service to run email marketing campaigns.

Benefits of MailChimp For WordPress

  • Easy subscription process for customers
  • Time-saver and cost-friendly

Key Features of this Plugin

  • Easy installation and account sync with MailChimp
  • Mobile-friendly and optimized sign-up forms
  • Compatible integration with top plugins like WooCommerce, WPForms, Ninja Forms 3, etc.
  • Advanced eCommerce integration
  • Email notifications to customers
  • Details reports & statistics, etc.

Pricing: Free

Explore PluginView Documentation

19. Actionable Google Analytics for WooCommerce

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Google Analytics is a wide platform to track and monitor regularly. It beholds all your eCommerce data from your audience behavior to your campaign’s performances.

This plugin just needs 15 minutes to integrate your WooCommerce store with your Google Analytics account. And the major attraction here is that no coding is required at all. The plugin takes care of the integration process. Thereafter, you may see all your 9 enhanced eCommerce reports that are available in the Google Analytics dashboard on your WooCommerce dashboard.

These 9 reports record the most critical information for any business to grow and flourish with utmost smoothness if analyzed properly.

Benefits of Actionable Google Analytics for WooCommerce

  • Easy installation and configuration
  • Access to enhanced eCommerce reports from Google Analytics
  • Track most common devices your major customers prefer to use
  • Improve conversion via tracking most preferred discounts and payment methods
  • IP anonymization for EU countries, etc.

Key Features of this Plugin

  • Sync all 9 enhanced eCommerce Google Analytics Reports to your WooCommerce dashboard
  • Track Google Ads conversion
  • Track audience, behavior, and conversions in Google Analytics
  • Content grouping
  • Track user id, client id, form fields, product refunds, etc.

Pricing: $135

Explore Plugin

20. Google Ads & Marketing by Kliken

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Google Ads is a popular platform to run online Ad campaigns especially exposing your products on various google platforms like YouTube, Gmail, Google shopping tab, etc.

This plugin by Kliken is the easiest way to promote your products. Just install and sig-up with the plugin to your Merchant account. And you’re done. The rest will be handled by them. They also tend to manage data from your multiple accounts and optimize the accounts for better performance.

Benefits of Google Ads & Marketing by Kliken

  • Expand your audience reach
  • Increases sales
  • Monitor your marketing campaigns performance

Key Features of this Plugin

  • Easy link to your Google Merchant Center Account
  • Daily inventory sync helps you to easily optimize smart product feeds
  • Access free listings on the Google Shopping tab and surfaces across Google
  • Smart Shopping Campaigns over various channels and display networks, etc.

Pricing: Free

Explore Plugin – View Documentation

Are You All Set To Soar High?

Well, if you’re new to the online business and WooCommerce store, you might not need all the plugins listed here from the very start of your online store. However, with time you’ll need to extend your store’s functionality and then you’ll need some or all of these listed plugins with time.

Not taking more of your precious time, I would like to take this opportunity to request you as well that since this list was limited, I know that there may be many more plugins that you might have been using earlier or came across while searching for related functionality. Please drop your mentions in the comments below and let’s extend a helping hand towards all those who require it.

Author: Himanshu Rauthan

Himanshu Rauthan is an entrepreneur, Co-Founder at MakeWebBetter, BotMyWork, and the Director of CEDCOSS Technologies.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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