With the changes in trends in marketing strategies, e-commerce marketing along with digital marketing are not mutually exclusive. The e commerce marketing portals make use of the digital channels for the promotion of their products and growth of their business. E-commerce is one community of marketers that uses the principles of the digital and inbound marketing for the conversion of visitors into customers. E-commerce marketing is known as online shopping and this has become more popular as a large number of people are using the internet for purchasing decisions.

In the past decade, e-commerce has emerged to become an integral part of the business in the modern world. As it is associated with buying and selling the products on an internet based platform. With the help of the information and communications technology, e-commerce marketing strategy is used in marketing for creating and adding the relationships among the organization and between an individual and an organization. In the present times, about half of the world gives priority in purchasing the items online as per their convenience, B2B, B2C, and B2G are the major examples of e-commerce marketing.