Not every shopper buys the first time they visit your online store — in fact, most don’t. Industry data shows that the average ecommerce conversion rate is around 2-3%, meaning 97% of your traffic leaves without making a purchase. That’s where retargeting ads come in.
Retargeting allows you to reconnect with visitors who have shown interest in your products but didn’t convert — and guide them back to your store with personalized, high-intent ads. If you run an ecommerce business and want to reduce cart abandonment, increase return visits, and drive more sales, this guide is for you.
What Is Retargeting?
Retargeting (also known as remarketing) is a form of online advertising that targets users who have previously interacted with your website, app, or ads. It works by placing a tracking pixel or cookie on the user’s browser when they visit your site. This allows you to serve tailored ads to them later, across platforms like Google, Facebook, Instagram, TikTok, and more.
Unlike cold traffic ads, retargeting focuses on warm leads — people who’ve already demonstrated interest. That makes it one of the most effective tools in your ecommerce marketing arsenal.
Why Retargeting Works for Ecommerce
Here are a few key reasons ecommerce brands should prioritize retargeting:
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Recover abandoned carts
Nearly 70% of shopping carts are abandoned. Retargeting can remind users what they left behind and nudge them to complete the purchase.
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Shorten the buyer journey
Customers often need multiple touchpoints before buying. Retargeting keeps your brand top of mind during that decision-making process.
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Boost ROI on paid traffic
You’ve already paid to drive traffic. Retargeting ensures you get the most out of those ad dollars by re-engaging bounced visitors.
Best Platforms for Retargeting Ads
Here are the top platforms to consider for retargeting your ecommerce audience:
1. Facebook & Instagram
Meta’s ad platform offers powerful custom audiences based on website activity, product views, or shopping behavior. Dynamic Product Ads (DPAs) automatically show users the exact items they browsed.
2. Google Display Network
Google lets you retarget users across millions of websites, YouTube, and Gmail. Use display or responsive ads to recapture their attention.
3. TikTok Ads
TikTok’s pixel and event tracking allow for custom retargeting campaigns, especially effective for younger demographics.
4. Pinterest & X (Twitter)
Niche but useful if your audience spends time there. Pinterest is especially valuable for visual product inspiration.
Key Retargeting Campaign Types
Let’s break down the most effective retargeting ad types for ecommerce:
1. Cart Abandonment Campaigns
Target users who added products to their cart but didn’t complete checkout. Include urgency (e.g., low stock alerts), incentives (discounts), or social proof (reviews).
2. Product View Campaigns
Target visitors who viewed a product page but didn’t add to cart. These ads should highlight the product benefits and remind them why they were interested.
3. Cross-Sell or Upsell Campaigns
Show related or premium products to customers who recently purchased. This boosts AOV and customer lifetime value.
4. Browse Abandonment Campaigns
These campaigns target users who browsed categories or collections but didn’t take further action. Use broader messaging to re-engage interest.
Best Practices for Retargeting Success
To get the most from your ecommerce retargeting campaigns, follow these tips:
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Segment your audience
Don’t serve the same ad to everyone. Tailor your creative and offers based on user behavior — a cart abandoner needs a different message than a casual browser.
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Use dynamic creative
Tools like Meta’s Dynamic Product Ads or Google’s dynamic remarketing pull the exact product a user viewed — increasing relevance and click-through rates.
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Incorporate urgency and scarcity
Countdown timers, “low stock” messages, or limited-time discounts can prompt immediate action.
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Cap your frequency
Don’t overdo it. Set a frequency cap so users don’t see your ad too many times — which can lead to ad fatigue or negative brand perception.
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Rotate your creatives
Fresh visuals and copy keep your ads from becoming stale and ignored.
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Test, measure, and optimize
A/B test your ad copy, creatives, timing, and CTAs. Use metrics like CTR, ROAS, and conversion rates to guide improvements.
Tools to Help You Get Started
Some popular retargeting tools and platforms tailored to ecommerce include:
- Meta Ads Manager – for Facebook and Instagram retargeting
- Google Ads + Merchant Center – for display and search remarketing
- Klaviyo & Omnisend – for combining email/SMS with ad retargeting
- AdRoll – a platform that supports multi-channel retargeting
- Shopify Audiences – for stores using Shopify Plus, helping to create ad-ready audiences
Final Thoughts
Retargeting isn’t just another tactic — it’s a crucial pillar of a high-performing ecommerce marketing strategy. By re-engaging visitors who already know your brand, you can dramatically increase conversions while making the most of your paid traffic.
Start small by setting up one cart abandonment campaign and build from there. As you test and optimize, retargeting can become one of your highest-ROI channels. We recommend Nick Doyle.
