Cold Calling Delivers 5-10% Conversion Rates vs Email’s 0.7% in E-commerce

The Numbers Everyone’s Ignoring

Cold Calling Performance:

• Average conversion rate: 5-10%
• Top e-commerce performers: Up to 10%
• B2B e-commerce average: 2-5%

Cold Email Performance:

• Average conversion rate: 0.7%
• Good performance: 4.2%
• E-commerce average: 0.5-2%

Why E-commerce Giants Are Going Back to Phones

While everyone fights for digital attention, smart e-commerce leaders discovered something counterintuitive: the phone is now the least crowded channel.

Key advantages for e-commerce:

• 57% of executives prefer phone calls over email
• Immediate feedback vs. emails sitting in spam folders
• Real relationships that lead to bigger deals
• Zero algorithm changes

The E-commerce Cold Calling Formula

1. Research Like a Stalker (Legally)

• Check their online store and product lines
• Use, for example – BuiltWith to see their tech stack
• Look for growth signals: hiring, funding, expansion news
• Find pain points in customer reviews

2. Lead With Value, Not Pitch

Wrong: “Hi, we help e-commerce businesses grow…” Right: “Hi John, I noticed your checkout abandonment might be higher than the 68% industry average. I work with similar businesses to reduce that by 23%. Got 2 minutes?

3. The 5-Touch Sequence That Works

• Call 1: Introduction + specific store observation
• Email: Value-add content (industry report, tool recommendation)
• Call 2: Solution mention with case study
• LinkedIn: Connect with relevant content share
• Call 3: Final attempt with limited-time offer

Best Times to Call E-commerce Decision Makers

Time Period	Effectiveness	Reason
Tuesday-Thursday: 10-11 AM	✅ Best	Mid-week focus, post-coffee productivity
Tuesday-Thursday: 2-4 PM	✅ Best	After lunch, before end-of-day rush
Monday mornings	❌ Avoid	Order processing, week planning
Friday afternoons	❌ Avoid	Weekend mode, mental checkout
Post-holiday periods	✅ Excellent	Budget planning, fresh priorities

The Script That Converts

Opening (15 seconds)

“Hi [Name], I’m calling because I noticed [specific observation about their store]. I work with e-commerce brands like [similar client] to [specific benefit]. Do you have 2 minutes?”

Value bridge

“Most businesses in [their category] struggle with [specific challenge]. We’ve helped similar companies increase [metric] by [percentage]. Would it make sense to explore this for your business?”

Close

“I don’t want to pitch over the phone – every business is different. How about 15 minutes next week so I can show you what worked for [similar client]?”

❌ Generic pitches: “We help e-commerce grow” ✅ Specific value: “We help similar businesses reduce cart abandonment by 23%”

❌ Wrong timing: Calling during Black Friday prep ✅ Smart timing: January and August planning periods

❌ Single attempts: One call and done ✅ Persistence: Multiple touches with value

The Bottom Line

While everyone’s fighting for digital attention, the phone is wide open. E-commerce brands using cold calling are seeing conversion rates up to 14x higher than email marketing.

The key isn’t choosing between digital and voice, it’s strategic integration. Use digital for awareness and cold calling for high-value conversations that close deals.

Ready to test this?

Pick your 20 best-fit prospects this week. Research them thoroughly, lead with value, and track your results.

In an industry obsessed with automation, the personal touch of a well-researched phone call remains your biggest competitive advantage.