You’re looking to target eCommerce companies. You’ve got your ICP right, your copywriting right, your automated sequence on LinkedIn and email ready, but can’t manage to identify eCommerce companies easily using Sales Navigator. That’s normal, there are no dedicated industry filters for these categories.

There are however workarounds you can implement to identify and segment eCommerce companies on LinkedIn

Want to implement a great ABM strategy targeting e-commerce? Read-on!

Table of contents :

Basic: Identifying eCommerce companies using Boolean searches on LinkedIn

LinkedIn Sales Navigator is a great source to identify decision-makers and companies, except when it comes to finding eCommerce companies. If you’ve read our guide on building advanced account-based strategies using Sales Navigator, you’ve probably already tried to build lists of accounts of e-commerce companies.

However, there is no dedicated industry sector suited to finding eCommerce companies :

  • If you use the Apparel & Fashion, Consumer Goods, Cosmetics, or Retail sectors, you will also end up with a lot of traditional brick and mortar companies

  • If you use the Internet sector, you’ll end up with a lot of irrelevant software companies as well

These sectors can help you address a company category but not identify e-commerce specifically.

You may be tempted to use Booleans searches to filter in eCommerce within these companies. If you’re not familiar with using Boolean search to improve your search, refer to this guide.

This is a quick win to finding eCommerce companies but it won’t be enough - any keywords you’ll input are going to be too restrictive on LinkedIn. Most eCommerce companies don’t identify themselves as such, but as lifestyle/retail brands having online stores.

You’ll end up missing out on many business opportunities if you rely on this!

Since Sales Navigator won’t be of any help to identify the companies, we need to work first outside of LinkedIn by :

  1. Identifying all websites of interest to use

  2. Use LinkedIn’s Sales Navigator capacity to import companies names and domains to automatically match the companies into account lists

  3. Use advanced data sources to build strong segmentation filters according to traffic size, revenue, money raised, etc…

  4. Use LaGrowthMachine to automate lead enrichment and outreach

Advanced: Identifying eCommerce companies using domain imports

Since we know account search on Sales Navigator is too restrictive, let’s work our way out.

There is a key (hidden) feature available on Sales Navigator that allows you to upload a CSV of companies names and domain website, from which LinkedIn will automatically build Accounts list for you to do your search from

With that in mind, our goal will be to build a said list of companies for LinkedIn to match in their database using outside sources!

How to identify eCommerce companies online?

You have three options to identify eCommerce companies online :

  1. Using dedicated databases

  2. Based on the technologies websites use

  3. Based on the website’s IP address

Dedicated databases are a great place to start. It’s their job to do the actual research and provide you with relevant filters to help your segmentation!

A few selected one includes :

  • Crunchbase - well-known startup database worldwide, listing 122 309 possible e-commerce using the E-Commerce, Marketplace, and E-Commerce platforms.

    Using them, you’ll be able to filter with additional segmentation data such as location, total money raised, number of employees, Traffic size, and technologies used.

    It’s a great source to build advanced segmentation, and very inexpensive: $49 / months

  • Dealroom - similar to Crunchbase, Dealroom is a database listing startups only. It has a dedicated “marketplace & eCommerce” filter that lists 45,573 startups with additional filters options including categories, tech stacks, open jobs, traffic growth, total money raised, and can be a great addition to Crunchbase - though way more expensive

  • eCommerceDB - a very comprehensive database listing all e-commerce companies online. It’s one of the few databases reporting revenue range and allowing you to segment based on this - Price: 400€/month

While these databases are a great starting point, they tend to miss a lot of less well-known/smaller e-commerce players.

That’s why you need to also look for companies based on the technologies they use, especially which dedicated eCommerce solutions :

  • Shopify

  • WooCommerce

  • Magento

  • OpenCart

  • Prestashop

  • Squarespace

  • Wix

  • BigCommerce

  • Volusion

As it so happens, there are companies specializing in identifying websites based on the technology they use - a selected list includes :

  • BuildWith - the most famous technology lookup company, with extensive results (3.6M Shopify website, 5.1M WooCommerce companies etc…) and advanced segmentation filters

    Price : $495 / months

  • ProspectWith - another technology lookup company, with much smaller databases but much more affordable to start with

    Price : $249 / months

  • Wappalyzer - similar to ProspectWith with a slightly bigger database

    Price : $249 / months

A last (free) source includes IP-based targeting Most Shopify-based websites are hosted on the same IP and listed here. Though it’s comprehensive, it’s lacking segmentation filters to allow you to target the right company based on location, size, traffic etc…

How to segment e-commerce companies using external tools?

Using any of the sources mentioned above, you’ll have ended up with a very large source of companies to target. A big mistake would be to address them all the same way.

You want to adapt your copywriting to criteria such as traffic, revenue, company size, money raised, markets they’re serving, etc… Not all databases mentioned above provide this information.

Should you need to enrich that data, here are a few sources you can use :

  • Traffic ranking using SimilarWeb or SEMRush

  • Company size once you’ve imported them in LinkedIn Sales Navigator (see below)

  • Funding raised with Crunchbase

Any of these solutions will allow you to upload a CSV of companies domain to return the required segmentation information to segment further!

Importing accounts on LinkedIn to find the right decision-makers

If you’ve followed all the above steps, you’ll have lists of 100.000s accounts, well-segmented based on relevant eCommerce data including :

  • Location

  • Traffic size

  • Types of goods sold

  • Company size

  • Revenue size

  • Money raised

  • Tech stack used

The first step to a great ABM strategy is completed, but you haven’t yet identified the company's points of contact.

This is where we will finally use Sales Navigator. As mentioned previously, there is a hidden feature that allows you to import a list of companyNames of companyWebsite, which LinkedIn will then automatically match in their database. Imports the segments you’ve built in the previous step and let the magic happen!

You’ll end up with a very-well Accounts list - and if you’re read out content dedicated to showing how to turn an account list into a lead's search, you know what to do next - if not, here’s a quick video

You just have to input your designated persona (CMOs, Head of Marketing etc…) and you’re set to succeed!

Automating multichannel outreach

Now that you have leads results of your designated target audiences, you can import them using the Lead imports features from Sales Navigator to LGM.

LaGrowthMachine will automatically enrich the leads to find their professional emails and phone number so you can start outreaching to them automatically.

For a good outreach on eCommerce people, we recommend using our automated LinkedIn then Email sequences! Ecommerce company employees are tech-first companies and tend to be very active on LinkedIn, it’s a great way to first outreach to them.

If they don’t reply, the sequence will automatically fall back to email! You can get started in about 20minutes!

It’s up to you now!

We’ve shared with you the basics. You now have many tools are your disposal to successfully outreach to eCommerce companies. Build the right sequence in LaGrowthMachine and close more deals!.

Here’s some additional reading you should look into :

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