The only real way to promote your e-commerce website is to use digital marketing. Since digital marketing encompasses many different practices, we narrow it down to the top strategies you can use:
Search engine optimization (SEO) - the goal of SEO is to improve your ranking in organic search engine results so that whenever your target audience search for a particular keyword that relates to your business, your website will be among the top results. You'll also want to optimize other parts of your website's content like images and videos so that they load quickly. The best part about SEO is that it's free to do on your own.
Social media marketing (SMM) - having social media pages for your business can help with brand awareness and to generate leads, though nearly all major social media platforms also offer the ability to run paid advertisements. This is a particularly useful form of digital marketing for new e-commerce businesses that need to break onto the scene quickly and gain traction. Audience sizes are enormous on social media platforms, plus they offer the ability to target specific audience segments that will respond best to your ads.
Pay-per-click (PPC) - when you search for something on Google and you see results marked as ads at the very top of the page, those are pay-per-click advertisements. This is a quick way to skip SEO and get right to the top of search engine results so that potential customers have no option but to find your business. As the name suggests, you'll end up paying for each click that your ads receive, so you also have an incentive to make sure your website has a high conversion rate for leads coming in through PPC.