Ecommerce Marketing Plan Template: 7 Tables for 90 Days

To make a marketing plan for an online store, start from a single order, not from channels: work out what is left of each order after product cost, shipping and fees, and you know the maximum cost per acquisition you can afford, the MER the store must reach, and how many orders you are aiming for. Then define the customer and the offer, split the budget across channels, and turn it all into a 90-day calendar and a KPI dashboard you review every week. This article is a ready ecommerce marketing plan template made of seven tables you can copy into Google Sheets or Excel and fill with your own numbers, with a complete worked example using hypothetical figures.

Figure: the order in which the plan is built, starting from a single order.

What goes into an ecommerce marketing plan?

A marketing plan is not a list of post ideas. It is a short document that answers one question: how will the store get profitable orders over the next three months, and how will we know we are on track? The plan we start from with Shopify stores has seven elements:

#	Element	The question it answers
1	Goals	How many orders, at what CPA and MER?
2	Customer and offer	Who are we selling to, what are we offering, and why buy from us?
3	Channel mix	Where do we reach them, and what share of budget does each channel get?
4	90-day calendar	What happens every two weeks, and who owns it?
5	Budget	How much do we spend each month, and when do we raise or cut it?
6	KPI dashboard	Which numbers do we review, and when?
7	Seasonal calendar	Which seasons fall inside the plan, and how do we prepare?

Why 90 days, not a year? Supplier prices, stock and seasonal ad costs move fast. A quarter is long enough to test channels and collect real data, and the next plan is written with actual numbers. If you are still getting to know the channels, start with our guide to digital marketing for ecommerce.

Table 1: Goals from unit economics (worked example)

A goal such as “grow sales” or “10,000 followers” is not a goal. A real goal is derived from one order: contribution per order = price × (1 − payment fees − average discount) − product cost − shipping, which is your maximum CPA. The target is 70% of it, so profit remains after ads and fixed costs, and the target MER follows from the contribution ratio. We explain the formula and every cost line in ecommerce unit economics and contribution margin.

Example with hypothetical numbers, for illustration only (a skincare store, values in SAR):

Line	How it is calculated	Example value
Average order value (AOV)	From store reports	200
Payment fees + average discount	3% + 7% = 10% of 200	20
Product cost	Supplier invoice including freight	80
Shipping paid by the store	Carrier bill minus what the customer pays	25
Contribution per order = max CPA	200 − 20 − 80 − 25	75
Target CPA	75 × 70%	52.5
Contribution ratio	75 ÷ 200	37.5%
Break-even MER	1 ÷ 37.5%	2.67x
Target MER	2.67 ÷ 0.7	about 3.8x
Sales goal for month 3	Management decision	60,000
Orders needed per month	60,000 ÷ 200	300
Monthly ad spend ceiling	300 × 52.5	about 15,750

The CPA here is blended CPA: total ad spend across all platforms divided by all store orders, not the cost per purchase Meta or Google reports. Each platform claims the orders it touched, so their numbers cannot be added. If the target MER comes out very high, fix price, order value and shipping before campaigns; see how to set an ad budget from your margin.

Table 2: Customer and offer

Channels cannot fix a weak offer. Before any ad, write one row per segment: customer, problem, product, objection and proof. This table feeds both your ad angles and your product page copy.

Segment	Problem or desire	Hero product	Offer	Biggest objection	Proof
(Example) Women 25–40 in Riyadh and Jeddah	Dry skin in winter	Hydrating serum	Serum and cream bundle at a bundle price	Will it suit my skin?	Customer reviews, clear ingredients, exchange policy
(Example) Gift buyers	A ready gift before an occasion	Gift set	Gift wrapping and a clear delivery date	Will it arrive on time?	Order cut-off date shown on the page
Your third segment

Three rules for the offer:

• Pick 3 to 5 hero products to carry most of the spend, rather than the whole catalog.
• Prefer bundles and a free-shipping threshold over a store-wide discount: they lift order value with less margin loss.
• Never promise in an ad what the store does not deliver: delivery speed, free returns or guarantees. Check it on the store first.

If product pages get traffic but no orders, the problem is not the ad; that is where conversion rate optimization comes in. For broader ideas on building an offer and launching a product, read how to market a product online.

Table 3: Channel mix and budget split

Some channels capture existing demand, some create new demand, and some bring back past customers at low cost. The shares below are an example for a growth-stage store, not a rule; start with them, then shift budget gradually towards the lowest cost per store order.

Channel	Role in the plan	Budget share (example)	Main KPI
Meta (sales campaigns, Advantage+ and catalog)	Create demand and find new customers	45%	Blended CPA, cost of first order
Google Shopping and Performance Max	Capture people searching for the product	30%	Cost per order, conversion value
Google Search (brand and commercial keywords)	Protect the brand name and direct buying queries	10%	Cost per order, impression share
Snapchat or TikTok	Test a new channel with a limited share	10%	Cost per order after 2–4 weeks
Testing reserve	New creatives and angles	5%	Share of winning ads
WhatsApp and email	Cart recovery and repeat purchases	No ad spend (tool costs only)	Returning-customer rate

Figure: an example budget split for a growth-stage store, not a rule.

Two rules apply. Do not open every channel at once on a small budget, because each channel needs dozens of orders to learn. And never judge a channel on a day or two; use 7, 14 and 30 days, allowing for the attribution window. In Saudi Arabia, Snapchat deserves an early test, while a store in Jordan may start its first quarter with Meta and Google only.

Tables 4 and 5: The 90-day calendar and monthly budget

90-day calendar

Weeks	Actions	Owner
1–2	Tracking audit (Pixel, Conversions API, GA4, Shopify events), unit economics sheet, hero products, top product page and checkout fixes	Store owner + media buyer
3–4	Launch core campaigns: Meta for hero products, Google Shopping and Performance Max on a clean Merchant Center, brand protection in search	Media buyer
5–6	Test 3 to 5 ad angles (problem, proof, offer, comparison, gift) in images and short video, switch on cart recovery messages	Designer + media buyer
7–8	First major review: shift budget to what beats target blended CPA, pause what failed on enough data, start the new channel test	Media buyer + store owner
9–10	Raise order value: bundles, add-ons, free-shipping threshold, repeat-purchase messages	Store team
11–12	Prepare the next season: offers, stock, shipping cut-offs, creatives	Everyone
13	Quarter review against goals; write the next 90-day plan with actual numbers	Store owner

Budget table (continues the hypothetical example above)

Month	Target orders	Target blended CPA	Spend ceiling	Condition to move to the next month
Month 1	150	52.5	about 7,875	Tracking is sound and blended CPA is trending towards target
Month 2	220	52.5	about 11,550	Blended CPA at or below target for two consecutive weeks
Month 3	300	52.5	about 15,750	Monthly MER at 3.8x or higher

The ceiling is not an obligation to spend. Budget rises in gradual steps only when blended CPA holds below target in store orders. If the condition is not met, stay at the current budget and fix the cause (offer, product page, creative) first. In month 1, cost above target is normal while campaigns learn; watch the weekly trend.

Table 6: KPI dashboard and weekly review rhythm

Six numbers run the plan, read from Shopify first, then from the platforms:

KPI	Definition	Source	Example target	Review
Orders	Net store orders after cancellations	Shopify	300 in month 3	Weekly
Blended CPA	Total ad spend ÷ store orders	Shopify + platforms	52.5 or lower	Weekly
MER	Net sales ÷ total ad spend	Shopify + platforms	3.8x or higher	Weekly and monthly
Average order value (AOV)	Net sales ÷ orders	Shopify	200 or higher	Weekly
Conversion rate	Orders ÷ sessions	Shopify or GA4	Above your store’s baseline	Weekly
Returning-customer rate	Orders from returning customers ÷ all orders	Shopify	Rising quarter on quarter	Monthly

Review rhythm:

• Weekly (30 minutes, fixed day): the six numbers against last week and the goal, then one to three written decisions: scale, pause or test.
• Monthly: a full report with store numbers and spend per platform, using the structure in our monthly ecommerce performance report template.
• Every 90 days: recalculate unit economics, because supplier, shipping or discount changes move every goal.

Do not judge the last 24 hours except for a clear fault such as broken tracking or a hero product out of stock. Decide on 7 days or more.

Table 7: Seasonal calendar for the Gulf and Jordan

Seasons change ad costs and buying behaviour, so they go into the plan weeks ahead. Hijri dates below are astronomical estimates confirmed by moon sighting, and official holidays can be moved by government decision.

Season	Date	What to prepare
11.11	11 November	A one-day offer on hero products, not a catalog-wide discount
Oman National Day	20–21 November (the holiday can be moved)	A local offer and clear shipping times for Oman if you sell there
White Friday	Last week of November (Friday 27 November 2026)	Offers scheduled in advance, enough stock, creatives ready two weeks before
UAE National Day (Eid Al Etihad)	2 December	Local content and offers for the UAE
Bahrain and Qatar National Days	16 and 18 December	A separate local campaign for each market
Ramadan 1448	Expected to start around 8 February 2027	Bundles and ads ready two to three weeks before
Saudi Founding Day and Kuwait’s national holidays	22 February, and 25–26 February (inside Ramadan in 2027)	Blend the national message with Ramadan offers
Eid al-Fitr	Expected around 9–10 March 2027	Order cut-off date for delivery before Eid, per city
Eid al-Adha	Expected around 16–17 May 2027	Gifts, fragrance and clothing, plus shipping cut-offs before the holiday
Jordan Independence Day	25 May	Local offers for Jordan
Saudi National Day	23 September	A local campaign for Saudi Arabia and early stock preparation

A season does not have to mean a bigger discount. Recalculate contribution per order after the seasonal discount before launch, because a small-looking discount can swallow most of the margin. For Ramadan phase by phase, see our Ramadan ecommerce marketing playbook.

Common marketing plan mistakes and how to avoid them

• Goals without numbers: “we want growth” is not a goal. A goal is a number of orders at a CPA and MER taken from Table 1.
• Adding up platform numbers: Meta orders plus Google orders do not equal store orders. Shopify orders and MER always decide.
• Opening every channel at once: a small budget on six channels means six channels that never learn. Start with two and add a third with a test share.
• Changing everything every week: one major test at a time, with success criteria written before it starts.
• Pausing a profitable campaign without a replacement: one weak week is not a reason. Build and test the replacement first.
• Forgetting existing customers: repeat purchases via WhatsApp and email are the cheapest orders in the plan.

From our experience

At Xmart, a Jordanian electronics store on Shopify, the plan combines a full Meta structure (dynamic catalog, Advantage+ Shopping and retargeting) with Google Shopping and Performance Max on a well-organised Merchant Center, plus monthly content and seasonal campaigns such as Ramadan and White Friday. In September 2026 the blended MER exceeded 10x, with hundreds of orders a month from Meta and Google together; see the Xmart case study. At Brandat Jordan, a home appliance store, monthly reports combine store and ad numbers, and Meta ROAS stayed between 7x and 20x for eight consecutive months from February to September 2026; details in the Brandat case study.

Conclusion

An ecommerce marketing plan comes down to seven tables: goals from unit economics, customer and offer, channel mix, a 90-day calendar with owners, a conditional budget, a weekly KPI dashboard and a seasonal calendar. Copy them into one sheet, replace the example numbers with your store’s, and review them every week. If you want someone to build and run the plan on Meta and Google, judged by store orders and MER rather than platform numbers, see our paid ads management service.

Send us your current plan or your store numbers on WhatsApp and we will review them with you.