It all comes down to online sales when it comes to e-commerce websites in order to increase your profit margin, return on investment, and overall profit. Your primary sales tool is your website, and the only way for potential customers to find you is by developing a solid online reputation. Avoid getting hung up on isolated channels like SEO or PPC if you want to maximize the potential of your website. To get the best results, diversify your traffic sources and use a multichannel marketing strategy.