Digital technologies are developing, permeating different spheres of economy. One example is a gradual transition of enterprises from traditional sales to sales through online shops. Development of promotion tools used in digital marketing allows businesses to increase their efficiency through direct communication with the consumer. Thus, development of the methodology for assessing the effectiveness of online store promotion tools becomes relevant. In the current study, the authors present the results of the analysis of five main promotion tools: SEO promotion, contextual advertising, media and banner advertising, SMM, content marketing. Furthermore, a scheme for interaction of these tools with each other is presented. To assess the effectiveness of the promotion tools used, the authors propose a system of indicators, consisting of three categories: economic, synthetic, and business indicators. This system is tested on the example of a small enterprise that sells systems for wine filling on the markets of St. Petersburg and Moscow in 2017 - 2018. Following the results of the analysis, it is concluded that, thanks to contextual, SMM, and media and banner advertising, it was possible to increase the number of visitors of the website. The use of content marketing allowed increasing loyalty of the target audience for the online store. Additionally, ineffective aspects of using these tools were identified. Thus, the developed system of indicators can be used by enterprises to track and analyze the effectiveness of online marketing tools.