The question is worded the wrong way. The best advertising for an e-shop is simply the channel that matches the stage your customer is at.
Catching someone who is already searching for your product is one thing. Persuading someone who doesn’t know youis another, and bringing back someone who left with a full basketis something else again. Below: what works for what, and when.
The channels, in the order we usually set them up
| Channel | Who it reaches | When we use it |
|---|---|---|
| Google Shopping / Search | Already searching for the product | Almost always first, because the demand is already there |
| Skroutz / BestPrice | Comparing prices, ready to buy | If your prices are competitive |
| Meta (Facebook / Instagram) | Isn’t looking for you, so you create the demand | For products that look good on camera, and for retargeting |
| Retargeting | Saw you and left | Always. It’s the cheapest audience you have |
| Email marketing | Already knows you | From day one, because the list belongs to you |
| TikTok Shop / TikTok Ads | Discovers products while scrolling | Products that are shown off in video |
Google: where the intent already exists
When someone types the name of a product into Google, half the work is done. You don’t need to persuade them they want it. You need to persuade them to buy it from you.
This is where your feedmakes or breaks things: product titles, categories, prices, availability, images. A bad feed cancels out even the best campaign, and it’s the most neglected part of most Greek e-shops.
Meta: where demand is created
On Facebook and Instagram, nobody is searching for your product. So the weight falls on the creative: the video or image that will stop the scroll.
The algorithms now find the audience by themselves, so targeting is rarely what makes a campaign fail. The most common reason is that the ad looks like an ad. The content that works today looks like content and blends into the feed.
TikTok Shop: the new shelf
Since June 2026, TikTok Shop has also been running in Greece: users buy inside the app, without ever going to your website. There is no monthly subscription; you pay a commission on sales. In detail: TikTok Shop: what it is and when it opens in Greece.
It suits products that can be shown: clothing, cosmetics, gadgets, food, handmade goods. It doesn’t suit expensive or complex products that people need to think about before buying.
Retargeting and email: the cheap part everyone ignores
Over 95% of visitors leave without buying. Retargeting and email are the two channels that bring them back, and they are many times cheaper than winning a new visitor.
- Abandoned basket: a series of 2–3 emails brings back a significant share of orders.
- Retargeting people who viewed a product: show them that same product, rather than a generic banner.
- Post-purchase: the easiest customer to sell to is the one who has already bought.
Before you put a single euro into advertising
The ad itself is rarely where things go wrong. Most failed campaigns fail after the click.
| Check | Why |
|---|---|
| Product page speed | Every second of delay costs you sales |
| Photos | Online, nobody can touch the product; they can only look at it |
| Shipping costs shown early | Hidden shipping costs are the number one reason people abandon their basket |
| Simple checkout | Every extra step loses you a share of buyers |
| Payment methods | Card, cash on delivery, IRIS (Greece’s instant payment system) |
| Tracking | Without proper tracking you don’t know what is selling and what is burning budget |
How we do it at WebMate
We don’t sell “advertising”. We start by finding where your e-shop is losing money, and then decide where budget is worth spending. See: Digital marketing · Google Ads · Meta ads · E-shop development
Frequently asked questions
What is the best advertising for an e-shop?
There isn’t just one. Google Shopping reaches people already searching for the product, Meta creates demand among people who don’t know you, price comparison sites bring buyers who are ready to buy, and email brings back the people who already know you. A healthy e-shop combines at least two of these.
What budget should I start with?
The real question is how much it costs to win a customer compared with your profit margin. Start with one channel, measure the cost per order and expand only when that channel is making a profit.
Skroutz or Google Shopping?
Both capture buying intent. Skroutz, Greece’s biggest price comparison site, brings users who are comparing prices, so if your prices aren’t competitive you will pay for clicks without sales. Google Shopping gives you more control and also shows you in searches outside price comparison sites.
Is TikTok Shop worth it?
TikTok Shop opened in Greece in June 2026 and lets you sell directly inside the app, without the user going to your website. It mainly suits products that look good in video and lower-priced impulse buys. It doesn’t replace your e-shop; it’s an extra shelf.
Why aren’t my ads performing?
In most cases the problem lies in what happens after the click: a slow product page, poor photos, unclear shipping costs, a complicated checkout. Before you raise the budget, look at where users drop off.
How quickly will I see results?
Paid campaigns bring traffic straight away, but they need data to be optimised. Allow a few weeks before you have a reliable picture of your cost per order. SEO and email take longer, but they keep working when you turn off the tap.
Last updated: July 2026.
Advertising brings visitors, while growing your e-shop’s sales also depends on conversion rate and average order value.
Advertising brings visitors, while growing your e-shop’s sales also depends on conversion rate and average order value.
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