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The first pages of the Ecommerce Marketing Plan template

Ecommerce Marketing Plan

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
9 · US Letter
Style
Bold
Difficulty
Beginner
Updated
November 6, 2026

Every page (9)

Overview

Online shops often plan by channel and forget the calendar, so budget and stock are not ready when peak weeks arrive. This plan starts with the trading calendar, then sets acquisition, conversion and retention targets, an email programme, paid media rules and a quarterly budget with money held back for tests.

The sample follows Lindenhurst Collective, a fictional homeware shop with a £6.0M revenue target for 2027 and a £396,000 marketing budget. Replace the dates, scorecards, funnel and budget lines with your own, and set owners and due dates before you share it.

Useful for

  • A shop owner planning the year around Easter, a summer launch, a mid-year sale and the Black Friday run
  • A marketing manager showing the finance director how each pound of spend links to a target
  • A small team agreeing who owns email, paid media and the checkout fixes this quarter

What's included

  • Trading calendar timeline of four peak periods with a checklist of owners and due dates
  • Acquisition scorecard with headline tiles and a full table of targets, trends and status
  • Conversion funnel from weekly sessions to orders, with the checkout step flagged as the leak
  • Retention page with a repeat-order trend, a sales mix donut and the drivers of repeat buying
  • Email schedule by segment with a month calendar, plus a paid media scorecard with targets by platform
  • Budget variance table, quarterly budget chart with a reserve, and a make-it-yours guide

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Replace the trading calendar dates, owners and checklist with your own peak periods and launches for the year.

  3. 3

    Enter your own acquisition, conversion and retention figures in the scorecards, funnel and charts.

  4. 4

    Reset the budget lines so they total your approved figure, keeping 10% held back for tests, and set quarterly phasing.

  5. 5

    Delete the Make it yours guide page, then share the plan with your team.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

How much should an online shop spend on marketing?

The sample spends 6.6% of its revenue target, within a common 6 to 12% range. Your figure depends on margins and growth plans. Hold back about 10% for tests.

Can I use this for a small shop with a smaller budget?

Yes. Keep the structure and scale the figures down. A small shop can drop the pop-up lane and merge email and retention into one page.

Are the organisation, people and figures real?

No. Lindenhurst Collective, its people and every figure and email address in the sample are fictional and exist only to show what a finished plan looks like.

  • #ecommerce-marketing-plan
  • #online-shop
  • #trading-calendar
  • #marketing-plan-template
  • #email-marketing
  • #paid-media
  • #retention
  • #google-docs

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