Thu hút khách hàng mới trong thương mại điện tử là quá trình chuyển đổi người truy cập thành người mua lần đầu cho thương hiệu. Việc này kết thúc khi khách hàng thực hiện giao dịch đầu tiên, trong khi giữ chân khách hàng bắt đầu sau đó và cả hai đều cần thiết để phát triển bền vững.

Ecommerce customer acquisition: A grayscale image shows a close-up of a person’s face in profile. Text overlay offers a “Mystery Offer” about cold plunging, with options: Physical Recovery, Mental Clarity, Longevity, Immune Support, and a Skip button below.
Ecommerce customer acquisition: A grayscale image shows a close-up of a person’s face in profile. Text overlay offers a “Mystery Offer” about cold plunging, with options: Physical Recovery, Mental Clarity, Longevity, Immune Support, and a Skip button below.

Chi phí thu hút khách hàng (CAC) trong ecommerce thể hiện số tiền bạn chi để có được một khách hàng mới. Giá trị vòng đời khách hàng (LTV) đo lường tổng chi tiêu của khách hàng trong suốt mối quan hệ với thương hiệu. Theo dõi tỷ lệ LTV:CAC giúp đánh giá lợi nhuận lâu dài từ việc thu hút khách hàng, với chuẩn mực là 3:1, nghĩa là bạn thu về 3 đô la cho mỗi 1 đô la chi ra.

Ecommerce customer acquisition: A pop-up window with a festive design shows a spinning wheel labeled “Spin to Win a £250 Gift Voucher.” Below are fields for email and phone number, and a red “Try My Luck” button. A blurred shirt is visible in the background.
Ecommerce customer acquisition: A pop-up window with a festive design shows a spinning wheel labeled “Spin to Win a £250 Gift Voucher.” Below are fields for email and phone number, and a red “Try My Luck” button. A blurred shirt is visible in the background.
Ecommerce customer acquisition: A webpage for Rachel Riley London shows four red and pink heart-themed girls’ dresses on sale for Valentine’s Day. A pop-up offers 10% off with a photo of two children and buttons to accept or decline.
Ecommerce customer acquisition: A webpage for Rachel Riley London shows four red and pink heart-themed girls’ dresses on sale for Valentine’s Day. A pop-up offers 10% off with a photo of two children and buttons to accept or decline.

Chi phí thu hút khách hàng (CAC) và cách theo dõi

Ecommerce customer acquisition: A group of ten people pose together and smile in front of a backdrop featuring lush green hills and mountains. Above them is the Toak chocolate logo and a yellow sign reading From seed to bar. The image appears in an email newsletter.
Ecommerce customer acquisition: A group of ten people pose together and smile in front of a backdrop featuring lush green hills and mountains. Above them is the Toak chocolate logo and a yellow sign reading From seed to bar. The image appears in an email newsletter.
Ecommerce customer acquisition: An infographic titled Turn subscribers into first-time buyers outlines a three-email sequence: Email 1 (deliver & welcome), Email 2 (build trust), Email 3 (create urgency), plus an optional SMS discount on day 6.
Ecommerce customer acquisition: An infographic titled Turn subscribers into first-time buyers outlines a three-email sequence: Email 1 (deliver & welcome), Email 2 (build trust), Email 3 (create urgency), plus an optional SMS discount on day 6.

CAC được tính bằng tổng chi phí marketing chia cho số khách hàng mới thu hút được. Ví dụ, nếu bạn chi 5.000 đô la cho quảng cáo, nội dung và công cụ, và có 100 khách hàng mới, CAC sẽ là 50 đô la. Tuy nhiên, chỉ theo dõi CAC chưa đủ, bạn cần kết hợp với LTV để có cái nhìn toàn diện về hiệu quả chiến lược.

Ecommerce customer acquisition: A man in a hat sits in a lush green forest, holding a mug. Below, text describes his background and connection to Ecuador and chocolate making. At the bottom, a jungle scene with dense trees and sunlight filtering through.
Ecommerce customer acquisition: A man in a hat sits in a lush green forest, holding a mug. Below, text describes his background and connection to Ecuador and chocolate making. At the bottom, a jungle scene with dense trees and sunlight filtering through.
Ecommerce customer acquisition: Two young girls in blue and pink dresses smile and play with hats on a shelf. Below, a woman sits at a table sewing, surrounded by dress forms. Text welcomes customers to Rachel Rileys family and thanks them for signing up.
Ecommerce customer acquisition: Two young girls in blue and pink dresses smile and play with hats on a shelf. Below, a woman sits at a table sewing, surrounded by dress forms. Text welcomes customers to Rachel Rileys family and thanks them for signing up.

Theo dõi CAC theo từng kênh như quảng cáo trả phí, email, SEO hay mạng xã hội giúp xác định kênh hiệu quả nhất để tập trung nguồn lực. Các công cụ hỗ trợ theo dõi CAC phổ biến bao gồm phân tích nền tảng gốc như Shopify, BigCommerce, WooCommerce, Google Analytics 4, báo cáo từ các nền tảng quảng cáo như Meta Ads Manager, Google Ads, TikTok Ads Manager, cũng như các giải pháp đa điểm như Triple Whale, Northbeam.

Ecommerce customer acquisition: A sequence of four smartphone screens shows an online shopping process: browsing a product, viewing details of a white shirt, selecting size and color, and finalizing checkout with shipping info and payment.
Ecommerce customer acquisition: A sequence of four smartphone screens shows an online shopping process: browsing a product, viewing details of a white shirt, selecting size and color, and finalizing checkout with shipping info and payment.
Ecommerce customer acquisition: A website pop-up displays a yellow boot and a countdown timer next to a visitor targeting settings menu. The settings highlight source targeting options like Google Ads, Facebook, and Instagram.
Ecommerce customer acquisition: A website pop-up displays a yellow boot and a countdown timer next to a visitor targeting settings menu. The settings highlight source targeting options like Google Ads, Facebook, and Instagram.

Bảy chiến lược thu hút khách hàng hiệu quả cho ecommerce

Ecommerce customer acquisition: A screen shows search results for “how to choose a standing desk with sources,” including images of people using standing desks, text guidance, and a pop-up with source links from a website called Vari.
Ecommerce customer acquisition: A screen shows search results for “how to choose a standing desk with sources,” including images of people using standing desks, text guidance, and a pop-up with source links from a website called Vari.
Ecommerce customer acquisition: A screenshot shows search results for “men’s merino wool sweaters,” with product listings featuring men modeling sweaters in various colors and styles, along with product names, prices in PLN, and store information.
Ecommerce customer acquisition: A screenshot shows search results for “men’s merino wool sweaters,” with product listings featuring men modeling sweaters in various colors and styles, along with product names, prices in PLN, and store information.
  • Tăng hiệu quả chi tiêu quảng cáo trên mạng xã hội bằng cách kết hợp thu thập email và SMS.
  • Biến TikTok Shop thành kênh tạo đơn hàng đầu tiên hiệu quả.
  • Tối ưu hóa khả năng xuất hiện trên công cụ tìm kiếm và các câu trả lời AI.
  • Xây dựng chương trình giới thiệu khách hàng để biến người mua thành người giới thiệu.
  • Sử dụng các bài quiz để phân khúc và chuyển đổi khách hàng tiềm năng.

Trong bối cảnh quảng cáo trả phí ngày càng tốn kém và các nền tảng quảng cáo dựa nhiều vào tự động hóa AI, việc xây dựng hệ thống thu hút khách hàng đa kênh, bao gồm email, SMS, SEO và chương trình giới thiệu, trở nên thiết yếu để tối ưu hóa chi phí và tăng trưởng bền vững.

Ecommerce customer acquisition: Two people wearing glasses and casual outfits sit side by side, laughing and tugging on a scarf. Promotional text highlights a “Bounty Bonus!” referral offer for eyewear, with bold yellow accents and a “Get the Details” button at the bottom.
Ecommerce customer acquisition: Two people wearing glasses and casual outfits sit side by side, laughing and tugging on a scarf. Promotional text highlights a “Bounty Bonus!” referral offer for eyewear, with bold yellow accents and a “Get the Details” button at the bottom.
Ecommerce customer acquisition: Promotional ad offering 40% off charms, with a Shop Jibbitz button. Below, a red arrow points to a Refer a Friend: Give 25%, Get 25% Off! offer, plus app download buttons for App Store and Google Play.
Ecommerce customer acquisition: Promotional ad offering 40% off charms, with a Shop Jibbitz button. Below, a red arrow points to a Refer a Friend: Give 25%, Get 25% Off! offer, plus app download buttons for App Store and Google Play.

Kết hợp các chiến lược này giúp thương hiệu không chỉ thu hút khách hàng mới mà còn nuôi dưỡng và chuyển đổi họ thành khách hàng trung thành.

Ecommerce customer acquisition: A website page with a heading FIND YOUR MOUTHPIECE MATCH and login or registration forms. The login section asks for email and password, while the sign-up section asks for name, email, and password.
Ecommerce customer acquisition: A website page with a heading FIND YOUR MOUTHPIECE MATCH and login or registration forms. The login section asks for email and password, while the sign-up section asks for name, email, and password.
Ecommerce customer acquisition: A website page shows the text “FIND YOUR MOUTHPIECE MATCH” above four colorful saxophone mouthpieces labeled: baritone (orange), tenor (red), alto (blue), and soprano (green), with quiz instructions above.
Ecommerce customer acquisition: A website page shows the text “FIND YOUR MOUTHPIECE MATCH” above four colorful saxophone mouthpieces labeled: baritone (orange), tenor (red), alto (blue), and soprano (green), with quiz instructions above.
Ecommerce customer acquisition: A pop-up on a website shows a man standing in front of a colorful brick wall, holding two objects and looking confused with question marks above his head. The text asks which mouthpiece to choose and invites users to take a quiz.
Ecommerce customer acquisition: A pop-up on a website shows a man standing in front of a colorful brick wall, holding two objects and looking confused with question marks above his head. The text asks which mouthpiece to choose and invites users to take a quiz.