Once an e-commerce company has left the start-up phase behind it, the goals shift. Instead of initial sales or product-market fit, the focus is now on scalable and profitable customer acquisition. Performance marketing becomes the central growth driver. But which channels are crucial?

1. meta Ads(Facebook & Instagram)
Meta remains one of the most effective channels for B2C e-commerce in 2025, especially for visual products such as fashion or cosmetics. The platform impresses with its detailed targeting, powerful algorithms and large advertising inventory. Lookalike audiences, dynamic creatives and effective retargeting are particularly important. For scale-ups, success depends heavily on the creative strategy - ongoing tests and fresh content are crucial.

2. Google Ads(Search, Shopping & YouTube)
Google covers the entire customer journey with various formats. Search Ads reach users with a clear intention to buy, Shopping Ads present products directly in the search results, and YouTube Ads support branding and retargeting. Successful scaling requires structured keyword strategies, well-maintained product feeds and performance-oriented creative.

3. TikTok Ads
TikTok has evolved from an awareness channel to a serious performance platform, especially for young target groups (Gen Z, millennials). The algorithm offers high reach at low cost. However, TikTok needs a different content approach: authentic, organic creatives with storytelling and trend relevance. Fast testing and high output are the keys to success here.

4. affiliate marketing & influencer cooperations
A professional affiliate program is worthwhile in the scale-up phase, as it enables performance-based remuneration and predictable growth. Influencer cooperations, especially with micro and mid-tier creators, also offer scalable potential. The decisive factors are suitable target groups, clear KPIs and content that can also be used in paid channels. Platforms such as TikTok, Instagram and YouTube Shorts are ideal channels for authentic creator campaigns.

5. e-mail marketing & retargeting
Performance marketing does not end with the acquisition of new customers. Automated email flows (e.g. welcome series, shopping cart abandonment, cross-selling) are essential to increase customer lifetime value. Retargeting campaigns on Meta or Google Display bring users back into the funnel and increase the chances of conversion. Both measures significantly improve the overall efficiency of the strategy.

Conclusion

There is no perfect channel for everyone. The decisive factor is a well thought-out mix of paid channels, data-driven optimization and continuous creative work. Successful scale-ups systematically test new channels, build up internal expertise for creative & tracking and coordinate all activities along the funnel.

This makes performance marketing a real growth driver and scaling machine.

‍