In the recent years, we observed the growing trend towards e-commerce in the retail trade industry. However, Babycare for the past few years were not able to effectively utilize their own digital assets (website and mobile apps) to get online sales. In this research, the author gathered some insights from the internal stakeholders, and we also did customer surveys to observe any key barriers. And this research found that some of the key barriers include low awareness among potential users, and the need for improved customer journey experiences on the digital platforms. This research proposes three digital marketing initiatives based on the insights gathered. The first initiative is for Babycare to build awareness and familiarity with the digital assets (website and mobile apps). Secondly, improving the customer journey to give the customers a seamless shopping experience. And then the last initiative is to create a full-funnel content that covers awareness, consideration, and conversion. Through the proposed digital marketing initiatives that were aligned with customer needs, it should allow Babycare to have a baseline to improve the effectiveness of its digital marketing The proposed initiatives focus on building a stronger digital presence, improving customer satisfaction, and ultimately taking control of its online sales.