Conducting a Competitive Analysis

In a competitive e-commerce landscape, understanding your customer's other options is crucial. This guide offers a step-by-step checklist to conduct the beginning of a competitive analysis, enabling you to gain actionable insights into your competitors' strategies, strengths, and weaknesses.

Researching Competitors' Online Presence

Website Design, Navigation, and User Experience
  • Evaluate the aesthetic appeal and overall look and feel of the website.
  • Review the layout and structure for ease of navigation.
  • Test the user-friendliness and intuitiveness of the site.
  • Identify innovative design elements and check for mobile responsiveness.
Product Pages, Descriptions, and Images
  • Examine product pages, assessing the clarity and persuasiveness of descriptions.
  • Evaluate the quality and appeal of product images and unique features.
  • Review the organization and presentation of product information.

Pricing, Promotions, and Sales Tactics

  • Analyze the pricing strategy and identify ongoing promotions or discounts.
  • Evaluate the value proposition and check for subscription models or upsells.

Content Marketing

  • Sign up for their communications. E.g., newsletter and blog.
  • Review the quality, relevance, and frequency of blogs, videos, and other content.
  • Identify the main topics and themes and assess how they support the brand.

Social Media Presence and Activity

  • List active social media platforms and analyze content, engagement, and follower metrics.
  • Evaluate the social media strategy and assess customer service responsiveness.

Unique Selling Propositions, Strengths, and Weaknesses

  • Summarize key differentiators and unique selling points.
  • Identify strengths and weaknesses, including product quality and brand reputation.

Marketing Strategies Across Channels

  • Review marketing tactics across channels like email, social media, and paid ads.
  • Evaluate the integration and consistency of marketing efforts.

Online Visibility and Search Engine Optimization

  • Analyze search engine rankings and review the website for SEO optimization.
  • Evaluate overall online visibility and discoverability.

Analyzing Competitors' Customer Reviews and Feedback

Competitor Reviews on Their Own Website

  • Collect and review customer ratings and feedback to assess sentiment and satisfaction.

Third-Party Review Sites

  • Search for competitor reviews on platforms like Trustpilot and Google Reviews.
  • Analyze ratings and reviews to identify common positive or negative experiences.

Social Media Channels

  • Examine feedback and comments on competitors’ social media pages.
  • Assess the sentiment, tone, and any customer service issues highlighted.


Conducting a detailed competitive analysis is vital for e-commerce success. The above is a start for a structured approach to understanding your competitors' online presence and customer feedback. By following this checklist, you can uncover valuable insights to improve your offerings, refine your marketing strategies, and gain a competitive edge in the market.