How to sell to Heads of Sales at E-commerce companies in Canada
Heads of Sales in e-commerce companies are primarily measured on revenue growth and sales targets. They respond to outreach that demonstrates a clear understanding of how to streamline their sales processes, particularly in adapting to new online consumer behaviors. Showing familiarity with their specific sales challenges, such as high cart abandonment rates, can make your outreach compelling.
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 sales processes
- inability to scale quickly
- challenges in customer retention
The playbook
- 01
Identify recent funding rounds
Filter for e-commerce companies in Canada that have recently secured funding, as this often indicates growth and a need for enhanced sales strategies. Use platforms like Crunchbase to find companies that have raised capital in the last 6 months.
- 02
Research their product launch
Look for e-commerce brands that have recently launched new products or services. These companies often need to ramp up sales efforts quickly, so mention their specific launch in your outreach to show relevance and urgency.
- 03
Highlight cart abandonment solutions
Craft your email to address the common pain point of cart abandonment, which is prevalent in online retail. Offer insights or solutions that specifically target this issue, as it resonates with their daily sales challenges.
- 04
Leverage seasonal sales trends
Time your outreach to coincide with key shopping periods, such as Black Friday or holiday sales. Mention how your insights can help them maximize sales during these crucial times, making your email timely and relevant.
- 05
Address integration with existing tools
In your follow-up, be prepared to discuss how your proposed solutions can integrate with their existing sales tools, like Shopify or CRM systems. This addresses a common objection about the complexity of adopting new solutions and reassures them about ease of implementation.
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
- Boost your sales this season
- Solutions for cart abandonment
- Maximize your product launch impact
Questions
- Why do Heads of Sales in e-commerce ignore cold outreach?
- Heads of Sales often receive numerous cold outreach attempts, making them selective about responses. If the outreach doesn't immediately address their specific pain points, such as revenue growth or sales efficiency, it may be overlooked. Tailoring your message to their current challenges increases the chance of engagement.
- What sales challenges do e-commerce leaders face?
- E-commerce leaders frequently grapple with high cart abandonment rates, fluctuating consumer demand, and the need for effective digital marketing strategies. These challenges require innovative solutions and agile sales processes to maintain competitive advantage in a rapidly evolving market.
- How can I demonstrate value to e-commerce sales leaders?
- To demonstrate value, focus on specific metrics that matter to them, such as improving conversion rates or reducing customer acquisition costs. Providing case studies or examples of how your solutions have positively impacted similar e-commerce companies can also be persuasive.
- What timing is best for reaching out to e-commerce sales heads?
- The best timing for outreach is typically a few weeks before major sales events or product launches. This allows you to position your solutions as timely and relevant, catering to their immediate needs and creating a sense of urgency around your proposal.
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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