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11 Reasons Why Your Online Store Doesn't Drive Ecommerce Revenue

Maciej Wilczyński
Managing Partner, Founder Valueships
February 15, 2024

You have your shop online, or you run a marketplace. That's great. But, the thing is, establishing your digital storefront is only the first step. The real challenge lies in transforming your online presence into a revenue-generating powerhouse. Here's where many falter, failing to capitalize on the potential of their online stores. How to finally drive ecommerce revenue, or simply, drive more of it?

Reasons Why Online Stores Do Not Generate Money

With so many moving parts, it's easy for essential ecommerce elements to slip through the cracks. This section explores the common pitfalls that might be holding your online store back from its full potential.

Misaligned pricing strategies, missing out on optimal margins.

Misaligned pricing strategies often lead to missed revenue opportunities for ecommerce businesses. An advanced analysis reveals that optimal pricing isn't just about covering costs and adding a markup. It requires understanding market dynamics, competitor pricing, and customer perception of value.

Incorrect pricing can deter potential customers, reduce traffic to your online store, and ultimately affect your bottom line. For instance, setting prices too high may alienate price-conscious shoppers, while too low prices might undermine perceived value, affecting your brand's online presence.

To address it, consider these tactics:

  1. Leverage Analytics: Use Google Analytics to monitor how pricing changes affect website visitors and online sales. Gain valuable insights into customer behavior and preferences.
  2. Competitive Analysis: Regularly review top online store searches and pricing strategies of large online retailers. Adjust your pricing to stay competitive without sacrificing margins.
  3. Dynamic Pricing: Implement tools that allow for dynamic pricing adjustments based on demand, inventory levels, and competitor pricing. This helps capture optimal margins across different customer segments.
  4. Value-add Offers: Instead of competing on price alone, bundle products with free gifts, offer discount codes, or provide excellent customer service to enhance perceived value.
  5. Customer Feedback: Encourage user-generated content and reviews on product pages. This feedback can provide direct insights into pricing expectations and product value from your target audience.

Ineffective portfolio management, not knowing key value items.

Ineffective portfolio management and not identifying key value items can significantly impact ecommerce revenue.

This challenge stems from a lack of deep understanding of which products drive the most value for your online store, resulting in misallocated resources, both in inventory and marketing efforts.

When ecommerce stores fail to recognize and prioritize their most compelling products, they miss out on optimizing their product mix for maximum profitability.

To address it, consider these tactics:

  1. Data Analysis: Utilize Google Analytics to track which products attract the most website visitors and generate online sales. This data helps identify your key value items.
  2. Customer Surveys: Engage with your online customers through direct messages or email surveys to understand their preferences and feedback on your product offerings.
  3. Market Trends: Stay informed about current trends in the ecommerce industry by monitoring social media platforms and ecommerce websites, adjusting your product portfolio accordingly.
  4. Product Page Optimization: Enhance product pages with high-quality product photos and clear, compelling descriptions to boost conversion rates for your key value items.
  5. Inventory Management Tools: Implement simple and affordable tools to manage your inventory efficiently, ensuring your key value items are always in stock without overcommitting resources to less profitable products.

Counterproductive discounting that harms margin and brand perception.

Counterproductive discounting can damage both margins and brand perception, diluting ecommerce revenue. This approach often leads to a cycle of expecting discounts among online shoppers, impacting the perceived value of your products.

When discounts become too frequent or too deep, they can erode brand equity and discourage customers from making full-price purchases, affecting the overall online store conversion rate.

To address it, consider these tactics:

  • Strategic Discounting: Implement discount codes for specific targets like new customer acquisition or to clear out seasonal inventory without undercutting the brand's value.
  • Leverage Customer Loyalty: Encourage repeat business through loyalty programs instead of broad discounts, focusing on rewarding repeat online customers.
  • Optimize Pricing Strategy: Use google analytics and other data analytics tools to understand the purchasing journey and price sensitivity of your target audience.
  • Value Perception: Enhance product pages with high-quality images and user-generated content to build a perceived value that justifies your pricing.
  • Dynamic Promotions: Integrate special promotions that offer more than just price reductions, such as free shipping or a free gift with purchase, to maintain interest and encourage online shopping without directly lowering product prices.

Lack of a clear promotion strategy, leading to inefficient sales.

A clear promotion strategy is crucial for driving ecommerce revenue efficiently. Without it, online stores often face traffic but no sales, as potential customers find it hard to navigate through too many competing messages or understand the value proposition.

This lack of clarity can result in losing customers, especially when faced with a complicated checkout process or when they're unsure about shipping costs and delivery times.


  • Targeted Promotions: Use data from your ecommerce store to identify your target audience and tailor promotions specifically to their preferences and online shopping behavior.
  • Simplified Messaging: Ensure both your header and landing page communicate your offers clearly, with a seamless branded look that resonates with your target market.
  • Social Media Engagement: Leverage your social media presence to share customer photos and stories, enhancing trust and encouraging online customers through peer experiences.
  • Optimized Checkout Process: Use a clear call to action and a straightforward checkout page to reduce abandoned carts and recover lost sales.
  • Analytics and Feedback: Regularly review conversion rates and customer feedback to refine your promotion strategy, ensuring it aligns with the purchasing journey of your internet users.

Inadequate data analytics capabilities, limiting growth opportunities.

Inadequate data analytics capabilities can significantly restrict an online store's ability to scale and understand its market. Without robust analytics, identifying potential customers, tracking how many visitors convert into online customers, and understanding user behavior on product pages become challenging.

This limitation hinders optimizing ecommerce revenue, as insights into traffic patterns, conversion rates, and customer engagement are crucial for making informed decisions.


  • Implement Advanced Analytics Tools: Invest in analytics platforms to track store traffic, customer behavior, and online purchases effectively.
  • Customer Segmentation: Use data to segment your target audience for more personalized marketing efforts and product recommendations.
  • Optimize for Mobile: Ensure your shopify store and website are optimized for mobile devices, enhancing the shopping experience for users on their own mobile phone.
  • A/B Testing: Regularly test different aspects of your online store, from landing pages to checkout processes, to improve conversion rates.
  • Leverage Social Proof: Integrate customer photos and reviews on your product pages and homepage to build trust and encourage purchases.

Insufficient understanding of customer needs and market demands.

An insufficient understanding of customer needs and market demands directly impacts ecommerce revenue.

This gap can result in an online store offering products or services that don't align with what potential customers are actually looking for, leading to traffic but no sales.


  • Market Research: Conduct thorough research to understand the latest trends and customer preferences.
  • Customer Feedback: Collect feedback through surveys or direct interactions to gain insights into customer needs.
  • Personalization: Use data to personalize the shopping experience, from product recommendations to targeted promotions.
  • Content Strategy: Develop blog articles and social media content that address common customer questions and interests.
  • Product Diversification: Regularly update your product offerings to meet the evolving needs of your target market.

Poorly optimized e-commerce operations for maximum growth and more website visitors.

When it comes to running an e-commerce business, optimizing your operations is crucial for ensuring long-term success. A poorly optimized system can significantly hinder growth by causing delays in shipping and delivery times, which can lead to dissatisfied customers and lost sales.

Not effectively utilizing discount codes can result in missed opportunities for generating revenue and building customer loyalty.


  • Optimize Website Design: Use a compelling store template and high-quality images on your website page and homepage to enhance user experience.
  • Streamline Shipping: Offer transparent shipping fees and faster delivery options to meet customer expectations.
  • Leverage Promotions: Integrate special promotions and use discount codes strategically to encourage shoppers and increase average order value.
  • Enhance Engagement: Utilize welcome push notifications and a user-friendly drop-down menu to improve navigation and retain customers.
  • Improve Product Showcase: Ensure your shopify stores display the most compelling collection with professional stock images to attract and retain customers.

Challenges in adapting to rapidly changing market conditions.

Adapting to rapidly changing market conditions is crucial for maintaining ecommerce revenue.

These shifts can affect online store traffic, customer expectations, and competitive dynamics, requiring swift and strategic responses.


  • Market Trend Analysis: Stay ahead by analyzing trends affecting online customers, utilizing insights for agile adjustments in offerings and marketing.
  • Mobile Optimization: Ensure your shopify store and landing page are optimized for mobile devices, capturing the growing segment of mobile shoppers.
  • Fast Shipping: Competitive shipping and delivery times can be a differentiator; adjust logistics to meet expectations.
  • Promotional Agility: Use discount codes and integrate special promotions swiftly to respond to market changes and keep your store attractive.
  • High-Quality Content: Update product images and website content regularly to reflect current trends and maintain a competitive edge.

Putting shipping costs that don't go hand in hand with value.

Implementing shipping costs that do not align with the perceived value can deter potential customers.

High shipping fees often lead to abandoned carts and can negatively impact your ecommerce revenue.


  • Value Proposition: Clarify the value added by your products, using high-quality images and detailed descriptions on your website homepage.
  • Discount Codes: Offer discount codes specifically for shipping, encouraging customers to complete their purchases.
  • Free Shipping Thresholds: Integrate promotions that offer free shipping once a certain purchase amount is reached, boosting average order values.
  • Optimize Shipping Options: Work with logistics to offer a range of shipping options that cater to different customer needs, balancing cost and delivery times.
  • In-Store Integration: For businesses with both a physical store and a shopify dropshipping store, offer an in-store pickup option as a free alternative to shipping.

Difficulty in identifying and reaching target customer groups effectively.

Identifying and effectively reaching target customer groups is essential for maximizing ecommerce revenue.

Without a clear understanding of who your online customers are, efforts may lead to traffic but no sales.


  • Detailed Customer Analysis: Use analytics to gain insights into who visits your shopify store, focusing on demographics, interests, and behaviors.
  • High-Quality Product Images: Utilize free professional stock images to make your products appealing to the identified target market on your landing page.
  • Use of Discount Codes: Tailor discount codes for specific customer segments to increase relevancy and conversion rates.
  • Special Promotions: Integrate promotions aimed at your target audience, enhancing the incentive for their engagement.
  • Social Media Targeting: Leverage social media platforms for targeted advertising, utilizing high-quality images to attract and engage potential customers.

Struggles with implementing a long-term, sustainable business strategy.

Implementing a long-term, sustainable business strategy is crucial for securing ecommerce revenue growth.

Many ecommerce stores face challenges in transitioning from short-term tactics to a sustainable strategy that ensures consistent growth and customer loyalty.


  • Comprehensive Market Analysis: Understand market trends and customer needs to align your shopify store strategy with long-term goals.
  • Customer Retention Programs: Use discount codes and loyalty rewards to encourage repeat purchases and build a loyal online customer base.
  • Quality Content and SEO: Invest in high-quality product images and content for your landing page and social media platforms to improve visibility and attract targeted traffic.
  • Strategic Promotions: Integrate special promotions with a focus on long-term brand building rather than just immediate sales boosts.
  • Analytics and Feedback Loop: Regularly review performance through analytics, adjusting strategies to meet changing customer needs and market conditions.
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How Valueships Can Help Your Ecommerce

At Valueships, we're all about giving your ecommerce venture a major boost. Think of us as your go-to for making your online store more profitable, from tweaking pricing models to refining your sales strategy for the long haul.

We aim to understand your target customers, fine-tuning your offerings to hit the mark perfectly.

Facing challenges with pricing, discount strategies, or data analytics?

We've got the tools and know-how to turn those challenges into opportunities.

Read more about our process here.

Ready to elevate your ecommerce game? Let's chat and make it happen.

Key Takeaways

  • Optimizing ecommerce revenue requires understanding online customers.
  • A Shopify store can thrive with targeted discount codes.
  • More sales are achievable through high-quality images.
  • Integrating special promotions boosts customer engagement.
  • Utilizing social media platforms expands reach.
  • The store manager plays a crucial role in strategy implementation.
  • Streamlining the checkout page enhances user experience.
  • High-quality images are key to attracting customers.
  • Special promotions should align with brand strategy.
  • Effective use of discount codes can drive repeat business.


Maximizing ecommerce revenue involves strategic discounting, engaging online customers through social media, and ensuring a seamless checkout process with high-quality visuals. If you don't know how to tackle it to generate (even) more sales without spraying and praying with each discount code, we're here to help.


What is e-commerce revenue?

Ecommerce revenue is the income a business generates from selling goods or services online. It reflects the success of an online store in attracting and converting online customers.

How much does eCommerce make?

The amount eCommerce makes varies widely among businesses, depending on factors like market reach, product offerings, and marketing strategies. Successful Shopify stores can generate significant revenue.

Is E-commerce profitable?

Yes, e-commerce can be highly profitable with the right approach, including effective use of discount codes, targeting the right online customers, and leveraging social media platforms.

How do you calculate revenue in eCommerce?

Revenue in eCommerce is calculated by multiplying the number of sales by the average price of the products sold. Tracking through platforms like Shopify helps in this calculation.

Why am I getting clicks but no sales?

Clicks but no sales could indicate issues with your website's user experience, pricing, or the quality of your images. High-quality images and clear value propositions are essential.

Why do I have traffic but no sales on my website?

Traffic but no sales can result from a mismatch between what you offer and what your visitors are looking for, or a lack of compelling calls to action.

Why aren't I getting any sales?

Lack of sales can stem from not effectively engaging your target audience, poor website design, or not leveraging discount codes and promotions adequately.

How do you convert traffic to sales?

Converting traffic to sales involves optimizing your website experience, using high-quality images, engaging with customers on social media platforms, and offering timely discount codes to incentivize purchases.

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Maciej Wilczyński
Managing Partner, Founder Valueships

Expert in B2B pricing, monetization and value-based selling strategies. Over the past year, he has completed over 40 consulting projects in Europe. Prior to founding Valueships, he worked at McKinsey & Company, mainly in the TelCo, software, and banking industries. He completed his doctorate in pricing in SaaS start-ups at the University of Economics in Wrocław, where he also lectures.

Schedlue a free consultation
Maciej Wilczyński
Managing Partner, Founder Valueships

Expert in B2B pricing, monetization and value-based selling strategies. Over the past year, he has completed over 40 consulting projects in Europe. Prior to founding Valueships, he worked at McKinsey & Company, mainly in the TelCo, software, and banking industries. He completed his doctorate in pricing in SaaS start-ups at the University of Economics in Wrocław, where he also lectures.