The Ultimate Guide To Making Content For E-Commerce

This is how you create content for retail in online trading and achieve higher sales in the long term. Learn everything you need to know about creating content for your e-commerce store: from how to pick a product in e-commerce, choosing writing topics, and more.

What is E-commerce Content?

E-commerce content is the list of various materials intended to attract potential buyers. Brands create content to present information through many channels and mediums.


It's crucial to understand that title is part of your content too. The title provides a significant value to search engines. But that's not all; titles help you attract potential customers and shine from the crowd.


E-commerce content does not only comprise written pieces but images too. Images don't only attract viewers but boost the understanding of the material too. Pictures speak global languages of visuals. It rapidly conveys the message and emotion.


Diversify your content and add a little bit of video to it. You can represent your product's functionality with short videos. E.g., let's say you are selling a hat, shoot a short video with a hat on and express what it can add to the overall look.


No dark side of the moon for your selling items. You should display your product with 360 views to let your visitors explore the full angle of the product. 

Product Reviews

Many companies write product reviews to cut the buyer concerns and help them get the best out of the product. 

Product Comparisons

Buyers' actions differ from each other. Some find it simple to make decisions, but others are in two minds about it. So product comparisons bring together people on the fence and guide them to the final stage. In this manner, the brand acts as a friend of the visitor, helping them in tough times.

Product Listing

 A product page defines details of a specific product. It could be

  • Features
  • Manufacturers
  • Use
  • Constituent part 

It is a page on e-commerce that facilitates purchases by diving deep into product specifics. 


Overall, Content is the relevant information, and relevant information is the content. 
In the form of a whitepaper or a blog post? It does not matter. Brands give away a piece of relevant information to receive value from customers. 

When do I Need Content for E-commerce?

List a new Product

Listing a new product goes hand-in-hand with new sales opportunities. It's an exciting moment for a company that could result in profit lifts. Unfortunately, not all scenario has a happy ending.
Do you want to minimize the failing ratio? Then you have to flex your content muscles. 

Communicate with Customers

Customers are core to any business. If you show strong interpersonal skills, you can build lasting relationships. How can you achieve this?
Well, content is the answer. You have a wealth of expertise that you can share with your buyers.
Let us go down memory lane! Remember how delighted you felt when your friends shared valuable information with you. The selfsame processes occur during business and client relationships.
Make your audience valued, and they will advocate for your company. Also, loyal users forgive when things go out of the direction. They prefer to stand with a company at challenging times as friends do.

Gain New Customers Through Content

Traditional marketing is falling out of the trends. As a dynamic marketer, you should not fall behind the time.
Content marketing can be an effective method for attracting new customers. It is crucial to produce well-written and informative coverings.

  • Current events,
  • Offering helpful advice,
  • Sharing exciting information about your industry.

You can also share content on your blog relevant to your industry or company, such as upcoming events. This approach will help you build a larger audience.

Stay in Competition 

Since ordering at the click of a mouse became possible, competition has become wild. Retailers can not amaze visitors with a stationary shop and a modular website. A well-thought-out website with retail content tailored to customer needs is essential.

Attract Readers and Search Engines

The texts need to appeal to the readers and the search engines. You have to brighten your visibility with content. 
Every retail business can maximize digital platforms and a retail store as a showroom with the right content. There is No wonder 66% of all retailers use multichannel marketing. Brands address regular customers with a virtual and stationary presence to engage them.

Why Does Your Company Need Content Marketing in E-Commerce?

  • Increase Ranking

E-commerce is full of brands and products as you. But if you work your fingers to the bone for content, then you can make a difference. If you thrive on being SEO-friendly, you will see a massive boost in traffic.

  • Provide User Experience

The content uses a superpower, so your product looks deliverable. Include information with a good structure and necessary information. 

Emphasize benefits, create an excellent copy and make users' search comfortable.

  • Increase Traffic on Listing

Traffic increases the chance of converting a sale and helps you raise awareness. Increased brand awareness hands more opportunities for the future.

  • Inspire Visitors/Drive Conversions

Try to fall in the head of the customer. Inspire visitors and turn them into buyers.

How to Do Online Content on E-Commerce Websites?

Write Down Your Goals

It is an essential part of your pursuit. You should ask yourself why you are making it. Without it, you will be making simultaneous non-resulting activities.
You increase the likelihood of achieving your goals if they are verifiable:

S = Specific (specific, that is, your goal should not be "more success," but for example, "more revenue")
M = Measurable (measurable: Choose clear and quantifiable key performance indicators)
A = Accepted (objectives must have a recognizable meaning to be accepted by all parties)
R = Realistic (realistic, workable; the goal must be achievable)
T = Timebound; ( Specify a time when you reach the goal)

Create Audience Personas

The audience persona is the universal record of your ideal customer on:

  • Demographics

Gender, age, ethnicity, income, etc.

  • Goals and Values

What are their goals and standards or judgment they stand on?

  • Behaviors

How do they act in specific situations?

  • Challenges

What are the challenges they want to tackle to simplify their daily lives?

  • Source of Information 

What channels do they use to receive information? (Social media, digital media, tv, magazines, personal experiences)

Content Management in E-Commerce

If you're like most businesses, you probably have a lot on your plate. Loaded tasks could be either enticing or stressful.
With an editorial action plan, you can gather all the essential information at a glance. You can plan significant dates and avoid getting yourself in a spin. Besides the title or topic, the editorial action plan should include the category, the target group, and a short description
It would be best to name a person responsible for the monitoring of the editorial calendar. This way, you can track the team's progress and implement a structured way of working.

Content Formats, Localization, and Resource Planning

Whether you sell on Amazon, Shopify, ePages, or in your webshop, you can afford a higher ranking! It's possible with search engine optimized texts and blogs. When it is time to conquer new markets, take on the internationalization of your website. With an individual marketing strategy, you plan how and when to pick up and convert users with multilingual texts on your site.

Why Should You Have Active Content in E-commerce?

Creating and sharing valuable content builds trust with potential buyers. But you need to be consistent and do not stop contributing to evergreen content.
If you stop it or delay the updates one day, the company could lose visitors and potential buyers. Plus, you have to get on track always. Blogs and industry-related news are emerging over the web, and you want to produce it as fast as possible.

Retail Content + Social Media?

With regular new content on your retail platform, you will remain attractive for readers and search engines. You can also use the latest viral trends to increase your company's visibility.
Be it challenges on Tik-Tok, relevant hashtags on Instagram, or viral posts on Facebook. Don't be afraid to pick up the hits of the hour in your retail content. Try to adapt it to your company and corporate culture. Shares and likes lead to greater awareness on the internet and higher sales in the long term.

Where Do I Get Content From?

Can you write the texts yourself?

As an online retailer, you can, of course, write the texts for the website yourself. You can also unload the truck full of new clothes from the current collections yourself or reupholster the furniture yourself. It is possible - but do you get the same professional and high-quality result?! It doesn't seem likely. 

Outsource Content to Greatcontent

Greatcontent is happy to take this part of the marketing strategy off your hands. Then you'll have more time for all the other tasks of your online trading. Our language acrobats and technical experts implement your briefing, and you will receive the texts you need promptly.
We are copywriting gurus. We make text creation easy for you. Greatcontent also creates industry-specific texts in over 30 languages within a short time.

Guest Blogging

Guest blogging is when you invite someone from outside your company to write a blog published on your website. The writer will usually work in the same industry or be an expert on the subjects with that organization. 
Guest blogging invites someone outside of the company to write a blog on your website. The guest is usually from the same industry, with eligible expertise to produce a material. 
It's not all about hospitality and greeting hands. You can attract a community of invited bloggers and boost SEO ranking. Also, you can refresh and diversify your content by welcoming external perspectives.

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Getting Ready to Kick off

Before we start to put the last pieces together, it's important to discuss various e-commerce content types, localization, and content promotion tactics.

Types of E-Commerce Content

  • Homepage content

This content is your company's calling card. The space and the user's attention are limited. You need to restrict yourself to the essential information and arouse the consumers' curiosity.

  • Texts on landing pages

Pages that readers land on have a clear goal, such as concluding a contract of some kind, a sale in retail. Texts on landing pages pursue this goal and have a formulated call to action.

  • Category texts

Overview texts give consumers a quick orientation about the various products and make them linger and browse for a longer time.

It is one of the most critical points in retail content creation. Describing the individual products and services is not simple. These must stir interest in the consumer. And also to contain a call-to-action.

  • Multilingual texts

Multilingual texts targets people from different countries. It is a smart way to expand trading radiuses.

Also, You want to avoid communication lapses while creating one. That's why you should address Greatcontent. We have fluent experts who are familiar with the market. 

  • Blog posts

Blogging is an instrument used in content marketing. It covers extensive topics and personal reflections related to a company niche. the know-how is not to advertise the brand but tell its stories

  • Social media posts

Short, crisp posts have the potential to go viral. Marketers create content for social media to address customers. What's most important, encourage them to like and share the content.

  • Infographics

In the most basic sense, an infographic is a visual representation of data. It uses design, typography, and illustration to communicate information. Clarity, aesthetics, and of course, current trends play a decisive role here.

  • Whitepaper and E-Paper

The detailed texts, prep experts are accessible in the website's download area. These contain tests, evaluations, suggestions, and ideas. Whitepaper and E-paper generate extra leads and highlight your expert status.

How Should You Promote Your E-commerce Content?

Facebook Store

Facebook Store is a great way to showcase your e-commerce site and products. It's an easy and cost-effective method for online retailers to use.

Sales+ Urgency

Saving money makes people happy. 

We all appreciate completing unique bargains, and the brand itself receives a massive lift in conversion rates. Although people love the sale, they might not always rush to buy a product at the drop of a hat. 

What you can do is create urgency. 

  • Show how many people are looking at a page
  • Display a clock, counting minutes to the end of the sales
  • Indicate how many items are left in a store
  • Attach label- Fast Selling
  • Offer free shipping or delivery


Instagram is a great platform for sharing e-commerce content because it enables you to attach your products to the post. Upload beautiful photos, use hashtags strategically, and post at the right time. You will take a huge step forward in building a community interested in your product. 

E-mail Marketing

The benefits of effective email marketing are immense. Your business can raise brand awareness and establish trust. Compared to Facebook and Instagram posting, emails are more direct and personal. To get started, actively promote your blogs and newsletter. Also, do your best to expand your subscriber's list.

Consistency is key here! It would be best if you indulged your audience with exciting campaigns. 

For example:

  • Send welcome messages
  • Exclusive sales and offerings
  • Share relevant content
  • Be responsive
  • Send wishlist reminders

Why Localization in E-commerce is Important?

Sometimes people confuse localization with translation. But we can easily draw a line.
Translation implies communicating the message in another language but localization goes even further. Localization places cultural elements in context- jokes, idioms dates, symbols, etc.

People Prefer to Navigate in Their Native Language

Even though English is the international language, it does not mean that everyone can navigate through content. On top of that, people like to dive into materials in their native languages. It helps them feel right at home.

The is No Geographical Barriers

Geographical barriers are not a problem in today's digital world. You can do business everywhere, even across the continents. It gives you the unique opportunity to expand your business, and promote it globally.

Better User Experience

You can win the hearts of your international customers!

Translated and localized pages are the cup of tea of Greatcontent. Here you can find fluent translators, post-editors, and AI-generated services. Together it guarantees the greatness of your content.
When publishing texts, you should convey specific information and address the readers emotionally. That is why we at greatcontent pay attention to

  • Local Color 
  • The Cultural Characteristics 
  • The Differences in Local Mentality

Have you heard The Japanese saying? "The leftover is sometimes the best" makes no sense when translated directly. With the appropriate background knowledge and feeling for the language, the German phrase "Good things take time" emerges, which we all have to keep in mind from time to time.

How to Measure Amazon Content Success?

These KPIs deliver valuable insights to analyze the current situation and grow the online business.


Check how many visits you have in a given period and compare it to previous results.

Traffic Source

Where does the traffic come from? Organic Search, Social Media, or ADs? It will draw the picture of efficient as well as under-performing channels.


Sale stats capture the financial state of your business. Also, it clues you what type of products are attractive for customers. 

Customer Lifetime Value

This KPI shows the amount of money you will receive from a customer throughout their lifetime spell. Let's say that your customer spends 300$ per year. You can predict that your average Lifetime for four years value will be 1200$.

Conversion Rate= Total Number of Visits/ Sales

Turning viewers into buyers is an indicator of whether your product is attractive to your target audience. 
Let's say 2,000 people visited your page, and 400 ended in sales. Your conversion rate is 20%

Average Position

The average position KPI informed you about your websites' search engine optimization (SEO) and paid search performance. You can see how you are performing and ranking on your targeted keywords.

Click-Through Rate (CTR)= Clicks/Total Impression

CTR indicates how often people see your website's link and end up clicking on it.

Time Spent on a Page

This KPI presents the number of time visitors spend on your website. The higher number suggests that visitors engaged with your brand. 

Bounce Rate

Bounce rate is the percentage of visitors who leave the website after viewing only one page. 

Ratings and Reviews

Your brand can build a strong bond and trust with customers. Reviews and ratings are social proof for a visitor hesitating to take action. Also, you can monitor feedback and improve your product constantly.

FAQ about E-Commerce Content

Where to Find Current Topics for Content?

Google Trends is the first port of call to get the latest viral hits from the web onto your screen. 
The Rising Retail Categories tool from Google is also great because it shows which products are experiencing increased demand in Google searches and can increase sales.

Is High-Quality Content Expensive?

No, because Greatcontent creates multilingual content as human hybrid teams. i.e., linguists supported with artificial intelligence. 
That helps lower the costs. In the human hybrid process, an author individually writes the first text following a detailed brief. Machine tools then quickly translate the text into any desired language. Native-speaking post-editors then check each language version. 
Compared to many other marketing strategies, content marketing is cost-effective and long-term oriented. Because once bought, all rights to the texts belong to you.
The search engines never forget. Every piece of content counts towards your visibility on the internet in the long term. In other words, we are talking about a high ROI (return on investment).

How does Artificial intelligence Work in Content Localization?

Computer-based algorithms are also used in retail marketing strategies, for example, for the internationalization of content. Greatcontent uses CAT tools to get a machine-generated translation of a text. Here is how the process goes.
The AI-based programs remember the phrase and deliver consistent results. 
Then professional post-editors put the final touches on every retail content. It looks like human factors make a decisive contribution to making translation natural. 
Composed texts are engaging and personal regardless of the country. This is how you open up new markets all over the world.

Do marketing texts turn users into buyers?

Whether the becomes a convinced customer depends on the company's marketing strategy. SEO knowledge of the authors and the correct placement of keywords ensure improved visibility. But regular customers need more personal and emotional communication.
With your newsletters or exciting blog posts, you create customer loyalty and a relationship that grows with the added value of your content. 

Do you still have questions about your content strategy in e-commerce?

We will be happy to advise you and make our expertise and network of over 30,000 language experts available.

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