How to Create Content That Actually Converts eCommerce Shoppers

If you’re running an eCommerce business, you’ve probably heard some version of this advice:

“Just create content your customers care about.”

Sounds simple. But what does that actually mean?

Should you be blogging? Making videos? Writing long emails? Posting on TikTok? And how do you know if it’s working?

The truth is, most eCommerce brands either create the wrong kind of content—or they give up before they see results. In this guide, we’ll break down how to develop content that’s actually useful to your customers, helps you sell more products, and builds a brand people want to come back to.

What “Content” Really Means for eCommerce

Let’s clear something up first: content isn’t just blogging.

When we talk about content for eCommerce, we’re talking about anything your potential customer interacts with that influences how they think, feel, or act toward your brand.

That includes:

• Product descriptions
• Landing pages
• How-to articles
• Buying guides
• TikTok and Instagram videos
• Email sequences
• Post-purchase flows
• Even packaging inserts

In other words:

Content is everything that communicates value before, during, and after the sale.

If you’re only thinking about content as a “blog post” once a month, you’re missing most of the game.

Why Content Fails (and How to Fix It)

1. It’s Not Built Around the Buyer’s Journey

Too many eCommerce brands publish content that’s disconnected from what the customer is actually doing.

You need to meet people where they are:

• Top of Funnel (Awareness): “What kind of running shoes are best for beginners?”
• Middle of Funnel (Consideration): “Nike vs. Allbirds vs. On Cloud: Which Is Right for You?”
• Bottom of Funnel (Decision): “10,000+ Runners Say These Are the Most Comfortable Shoes for Long Runs”

When your content aligns with intent, it doesn’t just educate—it converts.

2. It Doesn’t Build Trust

People don’t just want product specs. They want confidence in their decision.

That’s where:

• Real customer testimonials
• UGC (user-generated content)
• Detailed product demos
• Transparent FAQs

…make a huge difference.

Good content doesn’t just explain—it reassures.

3. It’s One-Sided

Too many brands treat content like a broadcast. But the best-performing content is interactive.

Polls, quizzes, product finders, comments, Q&A sections—these pull your customer into the experience. And once they’re engaged, they’re more likely to buy.

What Good eCommerce Content Actually Looks Like

Let’s get tactical. Here are high-performing content formats that actually drive results for eCommerce brands:

1. Buying Guides

Think: “How to Choose the Right Protein Powder for Your Fitness Goals”

These work because they help shoppers filter options and feel smart about their choice.

Bonus: they rank well in search engines and can drive long-tail traffic for years.

2. Product Comparisons

Think: “Our Backpack vs. Herschel: Which One Holds Up Better for Everyday Carry?”

These cut through choice paralysis and help people make decisions faster—especially if they’re comparing you to competitors.

Tip: Be honest. Highlight your strengths, but acknowledge where others may have the edge. It builds credibility.

3. Behind-the-Scenes and Founder Stories

This kind of content humanizes your brand.

People love buying from brands they feel emotionally connected to. Sharing your process, values, or the reason you started your business makes your product feel less like a commodity.

Especially if you’re in a competitive category, this is how you stand out.

4. Email Content That Doesn’t Just Sell

A lot of brands make the mistake of using email only for promotions. But the inbox is a powerful relationship-builder.

Some high-impact email content ideas:

• Tips for getting the most out of your product
• Use-case stories from customers
• Education around related topics (e.g. skincare science, coffee brewing, minimalist travel)

Think of email as a retention channel, not just a revenue spike tool.

How to Actually Know What Content Your Customers Want

If you’re not sure what kind of content to create, here’s how to find out.

1. Look at Your Customer Support Logs

What are people asking before and after they buy? Turn those questions into blog posts, help articles, or video tutorials.

Example:

• Support ticket: “Can I take these supplements on an empty stomach?”
• Content idea: “When’s the Best Time to Take Your Daily Vitamins?”

2. Use Search Data

Use tools like:

• Ahrefs
• Google Search Console
• Semrush
• AlsoAsked or AnswerThePublic

Find out what people are Googling around your product category. Create content that answers those questions.

3. Talk to Your Customers

Send a one-question survey after purchase:

“What almost stopped you from buying today?”

Use the answers to shape future content and address objections before they even arise.

Content That Converts Is Content That Helps

Creating content for your eCommerce brand isn’t about checking a marketing box. It’s about helping your customers solve a problem, make a decision, or feel something that leads to trust.

When done right, content does the heavy lifting:

• It reduces support tickets.
• It shortens the sales cycle.
• It increases AOV and LTV.
• It strengthens brand loyalty.

And best of all—it keeps working even when your ad budget takes a break.

So if your current content strategy is just “post more often,” it’s time for an upgrade.

Start with what your customers actually need. Then build content that answers, educates, and converts.