hi, i have myself been running an ecommerce store 7-8 years ago, beside being a digital marketing entrepreneur for almost 14 yrs now, so I have been there and done that kinda person.
but more importantly, IMHO, the online store strategy is different from planning marketing channels. people often get confused within these two.
strategy is what shall you do in first 9 months, 18 and 24 months that will build a solid base for your business, and will give you a continuous revenue.
marketing channel planning is if you want to invest in SEO or wanna go with facebook paid ads.
Ideally, define an audience for our online world, (e-commerce audience is less tolerant), and invest into marketing to build your own marketing channels, so that your marketing spend go down in future. lemme explain.
spending in paid ads (aka google or facebook ads), social media should have a goal of building your own mailing list.
while on other hand, seo and blogging should be focused on building viral content that people link back too, and refer others.
overall your marketing plan should be balance for both short term & long term goals.
that's what i feel. can we talk business now?
Best, Gaurav