Expert Opinions on the Role of Content in eCommerce

Expert Opinions on the Role of Content in eCommerce

eCommerce is one of the most rewarding yet extremely challenging business models of the current global economy. Marketers across industries from fashion to cosmetics, from food delivery to travel are trying to adapt their strategies into evolving trends and behaviors. Change is fast. Competition is fierce. Differentiation is hard. 

In this environment, there is one thing still being constant and crucial: Content constitutes the core of an eCommerce marketing strategy that successfully covers the entire shopping journey. 

From a superficial perspective, content is seen as AI-generated texts randomly sprinkled across a website. Yet a comprehensive content marketing approach should be able to tell a story and evoke a feeling at every step of attracting window shoppers, encouraging them to be active customers, and turning them into frequent buyers and loyalists. That’s why content is so much more than one-line product descriptions. It’s the combination of different types of experiences such as images, videos, articles, interactivity, and even games. When handled wisely, it’s the most powerful tool for an eCommerce marketer. 

That’s why I asked eleven eCommerce experts what they think about the role of content in eCommerce, how content can be used to inspire customers and increase sales conversions. Join me for an extensive reading that covers a wide range from social media to apps and websites, from engagement to conversion, from tips for classical tactics to unexplored territories.

Placing content experiences at the center of customer journey

Having content at the center of your eCommerce experience can give you the head start that is difficult to achieve in today's competitive environment. Content is about having to know who your brand serves; it's about touching those needs, creating a conversation with your customers, knitting a bond step by step. 
What you're selling is not just about your product, but it is actually about the overall experience you provide. And content is how you design and build this experience in different ways:
  • Showcasing your products with real videos instead of merely static images
  • Bringing the people behind your products to life with user, influencer, and designer videos
  • Establishing trust with customer testimonials
  • Increasing customer engagement with interactive components
  • Making each experience unique with personalized content...
All these different forms of content experiences can become the essence of the unique shopper experience that you provide
Content also means leverage. If you analyze the performance of your content experiences, you'll get great zero-party hints and insights about what your customers like to see, engage with, and experience on your eCommerce platform. That's why content is your key to transform your window shoppers into frequently buying brand advocates.

Irem Isik, Head of Marketing at Storyly

Attract, engage, and convert with content.

Effective content marketing strategies for eCommerce companies involve a combination of educational, entertaining, and persuasive content tailored to the target audience's preferences and behaviors. 
Some key strategies include:
  • Showcasing your products with real videos instead of merely static images
  • Bringing the people behind your products to life with user, influencer, and designer videos
  • Establishing trust with customer testimonials
  • Increasing customer engagement with interactive components
  • Making each experience unique with personalized content...
By implementing these strategies, eCommerce companies can effectively leverage content to attract, engage, and convert customers, ultimately driving business growth and success.

Mandy Idol, Co-Founder and Chief Marketing Officer at Indigo Collective Group

Be informative. Be entertaining.

Content isn't just filler on eCommerce websites since it's very much the voice of your online brand. Competition is fierce in our industry, which is why captivating content is so important. A forgettable website is obviously bad for your brand. Instead, be one that leaves a lasting impression. 
By crafting compelling narratives around your cloud hosting services, you're not just selling but also building relationships. However, controversy arises when brands prioritize quantity over quality, bombarding users with irrelevant content. 
To truly stand out, focus on delivering valuable, informative, and entertaining content that resonates with your audience, setting you apart in the cloud hosting landscape.

Alvin Poh, Chairman at CLDY

Dynamic content strategies for engagement and conversion

In today's eCommerce landscape, content is not just a king but the architect of customer engagement and retention. The role of content goes beyond mere product descriptions; it builds stories, empowers brands to communicate their values, and shapes customer journeys. Dynamic content strategies, such as interactive product guides, augmented reality experiences, and personalised blogs enrich the user experience, thereby increasing both engagement and conversion rates.
Furthermore, content tailored to address customer concerns at different stages of the buying process can significantly enhance trust and loyalty. For example, detailed product reviews and testimonials provide social proof, while behind-the-scenes content and sustainability practices can solidify brand loyalty by aligning with the values of consumers. SEO-optimised articles and guides draw organic traffic, serving as a dual-purpose tool that educates customers while improving search engine rankings.
In essence, effective content on eCommerce sites does more than sell; it creates an immersive digital environment where every interaction informs, engages, and converts. By integrating thoughtful, relevant content, eCommerce businesses can differentiate themselves in a crowded market and foster lasting relationships with their customers.

Kayla Croser, Content Executive at RGC Digital Marketing

Post-purchase content to build loyalty

eCommerce websites that leverage the power of content to provide exceptional post-purchase service earn brand loyalty and increase the customer lifetime value which results in growth and profitability.
Content is king. Many eCommerce entrepreneurs have heard that before. While there are stellar efforts at leveraging content early in the customer’s buying journey, the post-purchase phase is one that few eCommerce brands fully take advantage of.
When a purchase is made, that begins another journey with the customer that presents your brand with the opportunity to impress the customer and keep them coming back to your store to buy.
Creating educational content such as tutorials and guides helps the user know how to make the most of the product they just bought so they can extract maximum value. Content is also key to giving your customers instructions on how they can track their orders from the time they are confirmed to when they are delivered.
The use of multimedia content boosts engagement with customers, ensuring that you can provide information to them in a medium they prefer

Clooney Wang, CEO & Founder at TrackingMore

Shoppable, authentic, and exclusive experiences

Shoppable Instagram posts are a game-changer. They transform a social media platform into a virtual storefront, allowing customers to make purchases without leaving the app. This strategy capitalizes on impulse buying behavior, as customers can instantly purchase products they see and like. It’s crucial to use high-quality images and engaging captions to attract attention. Also, remember to tag products in your posts to make them shoppable.
User-generated content (UGC) is another powerful tool. It’s essentially free advertising and lends authenticity to your brand. Encourage your customers to share their experiences with your products on social media. This not only increases your brand’s visibility but also builds trust with potential customers. UGC can include reviews, testimonials, or photos of customers using your products. Remember, authenticity is key here.
Lastly, email newsletters with exclusive offers can be highly effective. They keep your brand at the top of customers’ minds and incentivize repeat purchases. Tailor your newsletters to individual customer preferences and shopping habits for maximum impact. Exclusive offers can include discounts, early access to new products, or rewards for referrals.

Laia Quintana, Head of Marketing and Sales at TeamUp

Increasing conversion with smart approaches to content

Content directly influences conversions by convincing potential buyers of the value of your products. Clear, concise, and compelling product descriptions, bolstered by user reviews and ratings, serve to answer questions and alleviate doubts in customers. Also, including strong CTAs and time-sensitive offers – such as limited-time promotions – help to further nudge customers towards making a purchase decision.

Teresha Aird, Cofounder & CMO,

An unexplored space in eCommerce content marketing: Podcasts

Utilizing podcasts is one of the best content marketing strategies for eCommerce companies. Podcasts are still unexplored in the content marketing realm for eCommerce companies. However, the number of podcast enthusiasts is increasing day by day. People love to listen to podcasts in their free time or while they indulge in daily activities like driving, cooking, or cleaning. eCommerce companies can capitalize on this. They can open their podcast channel and raise brand awareness through storytelling. If the content aligns with audiences' needs or interests, they can convert them into customers quickly.

Jeremy Bogdanowicz, CEO at JTB Studios

Making images, descriptions, and reviews work together

It’s no longer the early days of eCommerce. Making consumers comfortable enough to purchase requires multiple pieces of content working together. The primary pieces of content that lead to sustained sales include high-quality images, an easily digestible but detailed product description, and forms of social proof like product reviews. Let me briefly explore each.
With high-quality images, shoppers will have more confidence in trusting the product is of quality. Blurry or too few photos make a brand look amateurish. Use high-quality images that show the product from different angles, unique features, and lifestyle images showing people using it. 
Product descriptions require more than large chunks of text. Create product descriptions that mix bold text and bullet points so people can easily scan for key pieces of information. This is especially important for shoppers on mobile devices. It’s also worth mentioning whether products fit true to size, the size of the model in an image, and other details that might provide more context to the images. Luckily, there are a variety of free product description tools that can help brands create more appealing descriptions. 
The one piece of content that is increasing in importance is product reviews. In fact, 75% of customers look for product reviews before making a purchase. Brands should include the star rating on the product page, preferably under the product title, and showcase reviews and testimonials under the main product information. These reviews give consumers confidence in purchasing and can be synced directly in their email marketing campaigns, helping to increase conversions.

Greg Zakowicz, Sr. Ecommerce Expert at Omnisend

A closer look at the engaging content

Engaging content such as interactive videos, augmented reality experiences, and personalized shopping advice can significantly enhance engagement, encouraging repeated visits and fostering loyalty. For example, how-to videos on using products or styling items can keep customers returning and increase the likelihood of additional purchases.
In the digital marketplace, content is not just king; it's the entire kingdom. It's the infrastructure that supports and propels the eCommerce ecosystem, driving discovery, engagement, and conversion. Implementing a robust content strategy that leverages storytelling, utilizes UGC, and maintains consistency across channels is essential for any eCommerce business looking to thrive in today's competitive landscape.

Darryl Stevens, CEO at Digitech Web Design

How can small businesses use content?

With the percentage of new stores opening their doors exclusively online, content creation has become more important than ever. Without it, your business might very well flop. Without good content, your product may never even be discovered. 
Product discovery is probably the most important part of launching a small business. Otherwise, getting the word out about your product or service is impossible. 
One good way to increase your conversion rate is by having influencers link your product directly back to your site. Having content creators make their own content and having a similar flow on your site is the best way to get people there and keep them there. 
Content in all of its capacities will help a business take off, or the lack of content will keep it stagnant.

Ryan Carrigan, CEO & Co-Founder at  


Deniz Tasyürek

Content & Brand Marketing Strategist at Storyly. Writes about mobile user behavior, user engagement, and retention. A genuine Potterhead. She also loves succulents, cats, and aerial yoga.

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