How to Find E-Commerce Prospects Using Linkedin Sales Navigator

In this article, we are going to show you how to find e-commerce owners/decision makers with LinkedIn Sales Navigator (and other tools).

LinkedIn Sales Navigator is a great tool for many industries, but it's far from the best regarding e-commerce.

That's mostly because the technology lookup filter do not work!

LinkedIn won't crawl the websites for technologies as other solutions can do.

They rely on the information given by company page creators that are often poorly informed.

Nonetheless, there is still 3 techniques to get a good list of e-commerce prospects out of LinkedIn Sales Navigator.

3 ways to find e-commerce prospects using LinkedIn Sales Navigator

1. Lead Based Targeting

This technique focus on finding people rather than find companies.

LinkedIn Sales Navigator is more efficient at finding people than at finding companies.

If you don't have an account based outbound strategy, you can simply look for the job titles you want in the Lead Search.


Let's say you are looking for E-Commerce decision makers into a particular industry

You can create a boolean search with the keyword "E-commerce" and the job titles you are looking for: "E-Commerce" AND ("Owner" OR "VP" OR "Director" OR "Manager")

For example, with this search you are looking for:

  • E-commerce Owner
  • VP E-commerce
  • E-commerce Director
  • E-Commerce Manager

⚠️ Don't use the Seniority Level filter to look for decision-makers. It is really random as it's LinkedIn trying to rebuild the hierarchy of companies through messy algorithms

You also want to exclude all non decision makers personas as Intern or Assistant

You can also give LinkedIn Sales Navigator some details about an industry or some keyword depending on the product you are selling.

Once you are happy with your search, you can extract it to get it into a spreadsheet and start you outbound campaigns.

With this technique, the list of companies you are targeting will build itself from the people you find on LinkedIn Sales Navigator.

The next techniques will do the opposite.

2. Account Based Targeting

If you have an account based outbound strategy, you can start by building a list of e-commerce you want to target and then find the decision makers in these companies.

As the Technology filter of LinkedIn Sales Navigator don't work, your only weapons here are the keywords and industries.

Think about the keywords you want to see appear in the company page of your prospects. Here we chose E-Commerce and Fashion.

So our boolean will start with E-commerce AND Fashion


Then think about all the potential irrelevant companies that could appear in this search (consulting firms, agencies, Saas Products for e-commerce etc...)

Exclude some keywords to avoid seeing them appear on your search like Agency, Consulting, Services, Platform, Software

So our boolean will now look like this: E-commerce AND Fashion NOT Agency NOT Consulting NOT Services NOT Platform NOT Software

⚠️ A good practice is to exclude keywords as you explore you search. Maybe you won't find all the keyword to exclude on the first shot. This is an iterative process.

Once you have a curated list of e-commerce websites you can start to add them into an Account List


Your list will then appear on the Account List tab


Once you are happy with your list, you can use Lead Search to find the decision makers within the e-commerce companies you just selected.

Go to Lead Results > Custom Lists > Accounts > Select the list you created


All the people working in these E-commerce companies will appear on the search

Capture d’écran 2021-06-01 à 10.53.20.png

You can look for you persona/decision makers within this list by adding some keywords in the Title Filter


Congrats! 🎉 You now have a list of the decision makers in the targeted companies.

You now extract them to start your outbound campaigns.

3. Technology Based Targeting

As we said earlier, LinkedIn Sales Navigator is not good at finding technologies used by companies.

If you want to adopt this strategy, you'll have to combine Sales Navigator with another a technology lookup tools.

Here we are going to use Wappalyzer.

Capture d’écran 2021-06-01 à 14.45.12.png

The thing is technology lookup tools are great at finding technologies used by companies but not good at finding people.

So LinkedIn Sales Navigator + Wappalyzer is a great combination to identify companies and then find decision makers inside them.

Let's do this 💪

Go to Product > Lead List


Enter a technology that allows you to identify e-commerce websites (here we take Shopify) and the country you are targeting.

Then Create List and wait a few minutes

Capture d’écran 2021-06-01 à 11.12.21.png

You now have a list of websites using the target technology you can buy anytime.

Download your CSV


Look for these e-commerce websites on LinkedIn Sales Navigator

Don't forget to specify the country to narrow down the results!


Add the company into an Account List


Filter your Lead Search with your Account List and target decision makers


Congrats! 🎉 You now have a list of decision makers in companies using Shopify!

⚠️ Warning 1: As you expect, all the e-commerce companies you found on Wappalyzer won't be on LinkedIn. You may go to Facebook or Instagram to target E-commerce which don't have LinkedIn Company pages.

⚠️ Warning 2: this process may take time if you have a big list of websites. We did not spot an efficient tool to automate the conversion of website URL into LinkedIn company page URL yet . If you want to save time on this step, our advice is to hire a data entry freelance on Upwork that will do the job for a cheap hourly rate.

Hope you enjoyed this tutorial!

See you soon


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