How to sell to Heads of Sales at E-commerce companies in Australia
Heads of Sales in e-commerce companies in Australia are primarily measured on revenue growth. They respond to outreach that demonstrates a clear understanding of their current sales funnel challenges, such as high cart abandonment rates or inefficiencies in lead conversion. Providing insights into how your solution can streamline these processes will catch their attention.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 578 e-commerce company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- high cart abandonment rates
- inefficient lead conversion
- lack of integration with tools
- pressure to quickly demonstrate ROI
The playbook
- 01
Identify recent funding rounds
Filter for e-commerce companies in Australia that have recently secured funding. This indicates growth and a willingness to invest in sales improvements. Use platforms like Crunchbase or PitchBook to find this information.
- 02
Highlight cart abandonment statistics
Craft your outreach to include specific statistics about cart abandonment rates in e-commerce. Mention how your insights can help reduce these rates, which is a pressing concern for Heads of Sales. Use industry reports or case studies to support your claims.
- 03
Mention integration with Shopify
In your messaging, reference how your solution integrates seamlessly with Shopify, a popular platform among e-commerce brands. This specificity shows that you understand their operational tools and can provide immediate value.
- 04
Address potential objections about ROI
Be prepared to address concerns about ROI during your outreach. Many Heads of Sales worry about the upfront investment in new tools. Provide examples of how similar companies have achieved quick wins and measurable returns.
- 05
Follow up after a major sales event
Schedule follow-ups after major sales events like Black Friday or Cyber Monday. These are critical times for e-commerce companies, and reaching out soon after can position you as a helpful resource for optimizing future sales strategies.
Can e-commerce companies even receive your mail?
We measured the DNS of 578 e-commerce companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 19.6% of 1–10-person companies against 67.5% of the largest — 48 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Reducing cart abandonment rates
- Boost your sales conversion
- Optimizing Shopify integrations
Questions
- Why do Heads of Sales in e-commerce ignore outreach about CRM tools?
- Heads of Sales may ignore outreach about CRM tools because they often receive numerous pitches and prioritize solutions that directly address their immediate revenue challenges. If your outreach does not clearly tie the CRM's benefits to their specific pain points, it risks being overlooked.
- What sales metrics are most important to e-commerce Heads of Sales?
- E-commerce Heads of Sales typically focus on metrics like conversion rates, average order value, and customer acquisition costs. They prioritize metrics that directly impact revenue growth, so any outreach should align with these key performance indicators.
- How can I better engage with e-commerce Heads of Sales?
- To engage effectively with e-commerce Heads of Sales, tailor your messaging to their specific challenges, such as optimizing sales funnels or improving lead quality. Demonstrating a clear understanding of their industry and current trends can also significantly increase your chances of a response.
- What common objections do e-commerce Heads of Sales have about new sales tools?
- Common objections include concerns about integration with existing systems, the upfront cost of new tools, and uncertainty about the ROI. Addressing these objections proactively in your outreach can help alleviate their concerns and pave the way for a conversation.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
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