Push Notifications: A Powerful Tool for Your E-commerce

A push notification is a highly effective tool with an open rate 50% higher than email. It’s especially suited for e-commerce and mobile users.

It’s a powerful lever that helps you drive more qualified traffic to your site. So why should you integrate push notifications into your marketing campaigns? And what are the practical applications? 

What Are Push Notifications For?

What Is a Push Notification?

It’s defined as “an instant message received by users who’ve allowed notifications from a website or installed an app on their device” (source:  doofinder.com).

There are several types of push notifications: 

• mobile app
• website
• geolocation
• instant messaging

They can be delivered on desktop or mobile devices. 

Push notification example: Fnac

Notifications sent directly from a browser are called “web push” notifications. They’re supported mainly on Chrome, Firefox, Safari, Edge, and Opera. 

Interesting fact: 36% of French users use ad blockers, but push notifications aren’t affected by these tools (source: wis-écoles.com).

Thanks to a high opt-in rate, your database grows significantly. This allows you to retarget these users via automated or one-time marketing campaigns. 

Why Use Push Notifications?

Push notifications are essential for generating leads,  retaining customers, and boosting your e-commerce sales.

They drive acquisition, conversion, and loyalty. Push notifications offer real value, setting you apart from competitors with an innovative approach. 

In fact, they can convert 30% of your visitors into subscribers (source: komebak.com). Conversion rates outpace all other marketing channels and maximize the profitability of your website traffic.

What Are the Benefits of Push Notifications?

Instant Messaging

One major advantage is that your app or website doesn’t need to be open—notifications appear right on the user’s home screen.

This means they easily grab your customer’s attention even when they’re not on your site or app. 

Simple Opt-In Process

To receive notifications, the user just needs to click “Allow” —no lengthy forms or personal info required. This means they’re less reluctant to subscribe, and you have no GDPR hassle.

You also don’t need a technician for the setup of push notifications—you can do it yourself easily.

Fast Creation

Push notifications are much quicker to create than a newsletter. Quick to set up, but often (depending on the tool) as complete as an email or newsletter since you can include a headline, text, and an image. This saves you valuable time while keeping regular contact with your users. 

Cost-Effective

Along with high open rates, push notifications are more affordable than SMS.

Reach Younger Audiences

Push notifications are ideal for reaching a younger audience who have grown up with smartphones. This channel is highly engaging for this segment.

When to Use Push Notifications?

Push notifications are crucial in a push marketing strategy—“pushing products directly to consumers either directly or via distributors” (source: blog.comexplorer.com).

Abandoned Cart

When a customer leaves products in their cart, you can send a cart reminder notification. This can generate 10–15% more business on your online store (source: komebak.com). 

Shipping fees are the main reason for cart abandonment (44%), so you can mention in your notification that you offer free shipping (source: e-commerce nation.fr). 

Requesting Customer Reviews

Set up automated workflows to prompt customers—just a few days after their purchase—to leave a review. This will help you increase your review count. That’s important, as most online shoppers check reviews before making a purchase.

Thank You Message

Send a push notification to newly registered users on your website or newsletter—a simple thank you and welcome message.

For orders, such messages reassure customers their purchase is confirmed. Beyond a thank you, you can also offer a discount on their next order as a loyalty incentive.

Product Back in Stock

If a customer’s desired product is out of stock, ask if they’d like to be notified when it’s available again. 

This way, you avoid disappointment and prevent them from shopping with competitors.

Push notifications can also be used for:

• special offers
• limited-time sales
• product launches
• product recommendations

Push notification example: Mano Mano

You can set up push notifications easily using online tools such as

• Push Crew
• FoxPush
• OneSignal
• Firebase
• Batch
• Shopimind, etc.

What Are Best Practices?

Define Your Desired Action

Before creating your push notification, determine the goal or desired action. Your message should be short, clear, urgent, and evoke emotion. 

Target, Segment, and Personalize

Just like email, your customers receive lots of push notifications. That’s why you need to target, segment, and personalize (e.g., use their first name) to make sure you stand out. 

Customize your opt-in message templates to boost signups. 

“Opt-in means the percentage of users who’ve installed an app and agreed to receive push notifications” (source: wis-écoles.com).

Be sure to include a CTA (Call To Action) at the end of your message.

Users need easy access to the opt-out options or they may uninstall your app. 

Respect Marketing Pressure

Be mindful of marketing pressure and avoid overwhelming users, which could cause them to unsubscribe. Reach out only when you have something valuable to say and create a positive impact for your mobile audience.

Managing this can be tricky, but platforms like Shopimind make it easier.

Include Relevant Elements

Ideally, your push notification should be composed of:

• a headline
• an icon
• a message
• a URL
• an image

“A relevant, attractive image can improve conversion rates by 57%” (source: codeur.com).

Keep your message between 60 and 90 characters for Android and no more than 120 for iOS.

Use Push Notifications in Automated E-commerce Scenarios

Take advantage of multiple automatedscenarios—push notifications can be triggered automatically based on user behavior.

For instance, if a user who opted in for push notifications leaves your website after viewing a specific product, you can follow up with a notification offering a 5% discount on that item.

To optimize the customer experience, give visitors time to browse before requesting opt-in. Don’t ask for push permission when the page loads. Let them discover your products and services first.

Test Your Push Notifications

Leverage A/B testing! Try different variants to compare responses, learn what works, and then make any necessary changes.

To choose which channels to use for push notifications, analyze your traffic sources (if 80% comes from Chrome, prioritize that browser).

Finally, regularly track your KPIs—such as open rates, opt-outs, or app uninstalls.

Conclusion

Push notifications are an excellent way to drive qualified traffic. They’re effective in many scenarios—cart abandonment, special offers, and more. However, follow best practices: keep your messages clear and appealing, manage messaging volume, and respect character limits.

This push marketing strategy will help you acquire and retain more customers.

It’s your move!