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After covering the core concepts of e-commerce, this second part of the article focuses on additional strategic aspects that are essential for building a sustainable online business.

“Good content is the best sales tool in the world.”
— Marcus Sheridan

In recent years, online businesses have grown exponentially, increasing the pressure on brands to establish a strong and differentiated digital presence.

1. Types of Products Sold in E-commerce

The first online stores were primarily extensions of physical shops, created to support traditional sales. Fashion brands, electronics retailers and supermarkets were among the pioneers.

Over time, e-commerce evolved into a powerful channel for innovation, experimentation and digital-first business models. Today, many products and services exist exclusively online.

Examples include:

• Digital products (info-products)

• Online courses and training programmes

• E-books

• Video content subscriptions

• Consultancy and coaching services

• Rental services

• Product personalisation

• Custom research and tailored solutions

A concept closely linked to e-commerce growth is dropshipping — a business model where the retailer acts as an intermediary between supplier and customer. The supplier handles storage and shipping, while the brand focuses on marketing and sales.

2. Should E-commerce Use Multichannel Communication?

A multichannel strategy is increasingly important in reaching and retaining digital consumers — who themselves already use multiple platforms.

However, the most important factor is not the number of channels, but the quality and consistency of the customer experience.

Content management, brand coherence and message alignment are essential to ensure a seamless journey across all touchpoints.

When budgets are limited, brands must identify where their target audience is most active and prioritise those channels — always with the customer experience as the central focus.

3. Does Voice Search Work in E-commerce?

Voice search is becoming one of the most disruptive trends in digital commerce.

Assistants such as Siri, Alexa, Google Assistant or Bixby are transforming how users search, interact and shop online, enabling more natural, conversational and accessible experiences.

So the key question is:

Does voice search work in e-commerce?

The answer depends on preparation.

Five key factors to consider:

1. Brand positioning
   The brand must offer differentiated and valuable voice-based experiences.
   
   

2. SEO optimisation
   Voice searches are longer and more conversational. Optimised content that answers specific questions — especially through FAQs — becomes critical.
   
   

3. Voice search technical optimisation
   Website speed and technical performance strongly influence voice search rankings.
   
   

4. Mobile responsiveness
   Voice usage is deeply connected to mobile behaviour, making responsive design essential.
   
   

5. Google Business Profile optimisation
   Local voice searches are growing rapidly. Updated business information improves discoverability.

Voice search is reshaping online behaviour. Regardless of business maturity, e-commerce brands should actively prepare their platforms for this evolution.

4. Social Shopping: The Power of Selling on Social Networks

As time spent on social networks increases, brands naturally follow their audiences.

Social shopping allows products to be sold directly within platforms such as Facebook and Instagram, reducing friction and shortening the path to purchase.

Instagram Shopping, in particular, has become a powerful sales channel. According to platform data:

• 60% of users discover new products on Instagram

• 72% have purchased a product they saw on the platform

For brands with online stores, not leveraging social shopping means losing direct revenue opportunities.

Success requires a clear strategy, the right platforms and strong integration between content, advertising and product catalogues.

5. What Can We Expect from E-commerce?

The recent acceleration of digital adoption is not temporary.

Consumer behaviour continues to evolve towards convenience, speed and digital simplicity. Growth will depend on:

• Website optimisation

• Ease of navigation

• Secure and intuitive checkout processes

• Strong user experience

E-commerce is no longer optional — it is a strategic growth channel with enormous potential, particularly for Portuguese companies expanding internationally.

At Link37, our specialists help brands design, implement and scale high-performance e-commerce strategies.