9 effective uses of Web Push Notifications in e-commerce

Web Push Notifications are one of the most direct communication channels available to e-commerce marketers. They allow you to reach users at the right moment, outside of the website itself and without the need for their contact details, such as email address or telephone number.

In e-commerce, Web Push works particularly well where time, context and quick response to user behaviour are important. It can support sales, increase engagement, recover lost traffic and complement other communication channels. The key, however, is to use this technology consciously – not as a single tool, but as part of a broader Marketing Automation strategy.

In this article, we show you 9 effective uses of Web Push Notifications in e-commerce – from sales scenarios and transactional communication to building your own channel of communication with users.

Web Push Notification – what is it?

A Web Push Notification is a short message sent to the user's browser after they have given their consent. It can be displayed even when the user is not currently on the shop's website, which makes Web Push an extremely effective channel for reaching customers.

In practice, push notifications take the form of system messages visible on the screen of a computer or mobile device. They usually consist of a title, short content and an action element that takes the user to a specific subpage with a single click, for example, a product card or a landing page with a promotion. Thanks to this, Web Push combines visibility with simplicity of operation.

From an e-commerce perspective, the fact that Web Push operates on a permission-based model is crucial. This means that messages are sent only to users who have consciously agreed to receive them. Combined with behavioural data and automation solutions, Web Push can become a precise tool for responding to specific user needs – at the right time and in the right context.

In summary: the push notification service is a direct, fast and consent-based channel of communication with the user. In e-commerce, it works best when integrated with user behaviour data and used within consistent Marketing Automation scenarios.

Want to learn more? Read: Web Push Notification – how to use push notifications in marketing? >>>

9 rules for effective push notifications in e-commerce marketing

Effective push notifications in e-commerce are not about mass messaging, but about matching the content, timing and context to user behaviour.

Web Push works best when it is part of a well-thought-out Marketing Automation strategy and actually supports the user in the purchasing process.

Below are some of the most effective and frequently used push notifications in e-commerce.

#1: Abandoned cart - Web Push as an immediate purchasing impulse

Web Push in the abandoned cart scenario allows you to react immediately after the purchasing process has been interrupted. This ensures that the message reaches the user when their purchasing intention is still high and the decision has not yet been finalised.

In practice, a Web Push notification can be sent a few or several minutes after leaving the cart and contain a simple, clear message - a reminder of an unfinished purchase, information about product availability or a subtle incentive to return, e.g. in the form of free delivery.

The short form and the ability to go directly to the shopping cart with a single click mean that Web Push often works faster than email, which the user may not read for several hours.

This scenario works best as part of event-based automation. Web Push does not replace other channels here, but complements them as the first and fastest point of contact. In a well-designed omnichannel strategy, it can initiate the user's return, and only in the next step be supported by email or other forms of communication.

#2: Back in Stock - automatic notifications about product availability

Back in Stock Web Push notifications respond to one of the most specific user needs - information about the re-availability of a product. This is one of the most effective scenarios because it reaches recipients with a very high purchase intention.

A user who was interested in an unavailable product expects short and clear information. Web Push is ideal for this role because it allows you to immediately inform the user about the change in status and direct them directly to the product page. In this case, time is of the essence - the faster the message reaches the recipient, the greater the chance of finalising the purchase.

The ‘Back in Stock’ scenario is based on the user's clearly expressed consent and specific intention. As a result, notifications are perceived as useful and desirable, rather than an intrusive form of advertising. This is an example of Web Push that not only increases sales but also positively impacts the shopping experience.

#3: Price Drop Alert - push notifications about price reductions

Price Drop Alert Web Push notifications allow you to immediately inform the user about a price reduction for a product they were previously interested in. This scenario is based on a very strong purchase intention, as the user already knows the product and is often consciously waiting for a better offer.

In practice, Web Push works better here than other channels because it reacts in real time to price changes and does not require the user to actively check the offer. A short message with clear information about the reduction effectively shortens the path to purchase and increases the conversion rate.

#4: Flash Sales and time-limited promotions sent in real time

Web Push is ideal for communicating short-term ‘Flash Sale’ promotions, where time and immediate response from the recipient play a key role. In such scenarios, it is important to get the message across quickly and create a sense of urgency that cannot be achieved in every communication channel.

Push notifications sent at the start of a promotion or shortly before its end effectively attract the user's attention. A short message and clear information about the limited duration of the offer significantly increase the chance of finalising the purchase.

In the context of omnichannel, Web Push can act as a channel that initiates traffic, which is then reinforced by other marketing activities.

#5: Reactivation of inactive users

Web Push is an effective way to re-engage users who have been inactive for a long time and do not respond to email marketing. In such cases, push notifications allow you to ‘stand out’ from the email inbox and remind users about the offer in a less congested communication channel.

Reactivation scenarios based on Web Push can be triggered after a specified period of inactivity – for example, a few weeks after the last visit or purchase.

A short, contextual message with a simple message, such as new products, a limited-time promotion, an individual discount code or a personalised recommendation, can effectively encourage the user to return to the website.

#6: Notifications about order status and important events

Web Push transactional notifications primarily serve an informational function, providing real support for the user's shopping experience. They allow you to quickly convey key information, such as order confirmation, shipping status changes, or package preparation for collection.

In practice, Web Push works well here as a supplement to email because it reaches the user immediately and does not require them to check their inbox. A short message displayed on the user's screen reduces uncertainty after purchase and builds a sense of control over the entire order fulfilment process. This is particularly important at moments that have a direct impact on trust in the shop.

Transaction scenarios based on Web Push are usually very well received by users because they carry real informational value. As a result, notifications of this type are rarely perceived as marketing, but more often as a natural part of customer service that positively influences the overall shopping experience.

#7: Cross-sell and up-sell after purchase based on user behaviour

With push notifications, you can effectively support cross-sell and up-sell activities after a purchase has been completed. Unlike communications sent ‘blindly’, push notifications triggered after a transaction refer to a specific product that the user has already purchased, which significantly increases their relevance.

In practice, Web Push can inform about complementary products, accessories or extensions to the offer that naturally complement the purchase made. A short message sent at the right moment – for example, after receiving an order or a few days after delivery – allows you to re-engage the user without excessive sales pressure.

Cross-sell and up-sell scenarios based on behavioural data fit well with the Marketing Automation and Omnichannel approach. Thanks to them, Web Push becomes a precise recommendation channel that not only increases the value of the shopping cart in the long term, but also builds a sense of tailored, personalised communication.

#8: Personalised product recommendations

Web Push is ideal as a channel for sending personalised product recommendations based on the user's actual activity on the website. This means that messages are not random, but are based on specific interests, such as products viewed, categories or previous interactions.

In practice, push notifications can remind users of previously viewed products, suggest similar models or present bestsellers from a category that has attracted the user's interest.

This makes communication contextual, tailored to the stage of the purchasing path and perceived as helpful rather than intrusive promotion.

#9: Collecting consent and building your own communication channel (owned media)

Web Push is not only a tool for implementing specific campaigns, but also an effective way to build your own independent communication channel with users. Each consent to receive Web Push notifications increases the audience base that the brand can reach without intermediaries and additional broadcasting costs.

Unlike paid advertising channels, Web Push allows you to communicate with users who have already shown interest in your offer and have consciously signed up to receive messages. This makes this channel a valuable part of your owned media strategy, especially in e-commerce, where the cost of acquiring traffic is constantly increasing.

Building a Web Push subscriber base in combination with Marketing Automation and Customer Data Platform enables long-term, consistent communication based on data and user behaviour. As a result, Web Push ceases to be a one-off campaign tool and becomes a permanent element of brand communication.

Do you want to increase sales in your online store without increasing your campaign budgets?

This is possible if you start making better use of the data, automation and channels you already have. Web Push, email marketing and omnichannel communication based on user behaviour allow you to recover sales, increase conversion and build relationships without constantly raising costs.

With the ExpertSender platform, you can combine Web Push with Marketing Automation and Customer Data Platform, creating consistent scenarios tailored to the real needs of your customers.

Automatic campaigns, real-time personalisation and full control over communication ensure that every contact with the user works towards the success of your shop.

Want to see how it works in practice? 👉 Check out how to increase sales with marketing automation.

Summary

Web Push Notifications are a versatile and effective communication channel that can really support sales, user engagement and after-sales service in e-commerce. When used properly, push notifications allow you to respond to user behaviour in real time and reach them with a message exactly when it is most valuable.

The key to the effectiveness of Web Push is context, personalisation and integration with other channels as part of a Marketing Automation and Omnichannel strategy.

Whether it's an abandoned cart, a price reduction, product recommendations or transactional communication, Web Push works best when it is based on data and clear user consent.

Well-designed Web Push scenarios not only increase conversion, but also build your own lasting channel of communication with your audience. This makes push notifications not a one-off campaign tool, but a long-term element of your e-commerce development strategy.

Read also: Omnichannel – what is it and how does it work? >>>