How to Write Content for E-commerce?

In the crowded space of online shopping, compelling content serves as your one-stop salesperson, product demonstration, and brand voice. Selling directly through your ecommerce store or indirectly through marketplaces like Amazon, Flipkart, or Walmart, your product content will drive whether your customers click on the “Buy Now” button or leave the store.

Creating ecommerce content on all ecommerce platforms, which not only ranks, engages, and converts, is no easy task.

This is a complete guide showing you how to craft impactful ecommerce content for websites and marketplaces, covering best practices for writing product descriptions, category pages, optimizing listings, and creating rich A+ content. It is especially helpful for D2C brands and sellers expanding to new geographies and channels.

‍

Why eCommerce Content is Not One-Size-Fits-All

‍

Most eCommerce content can be divided into two categories:

‍

Brand Site Content

• Product Descriptions
• Category Page Content
• Landing Pages
• Blogs and Guides (for traffic build-up)

Marketplace Content

• Title, Bullet Points, Description (Amazon/Flipkart)
• Keywords Focused for Search
• A Plus Content and Enhanced Brand Content
• Imagery, Video, Technical Specifications

They may all aim for sales but the content length, selling techniques, buyer behavior, SEO, and character limits differs significantly. For example, your site has the flexibility and creativity to tell your brand’s story, but with marketplaces like Amazon, it is focused on uniform, algorithm-driven precision-driven precision and rigid uniformity.

That’s why ecommerce content needs to be tailored to the specific platform with smart strategies and scalable systems, such as what ODN delivers with AI-driven cataloging and content systems.

‍

Write Compelling Product Descriptions That Get Sales (Everywhere)

Product descriptions, whether on your website or on Amazon, must:

‍

Highlight benefits before features Instead of saying,
stainless steel water bottle”, say: “Keeps drinks cold for 24 hours and hot for 12.”

Simplified and scannable language
Divide content into bullet points and CV, short and clear value sentences.

Address objections Cater to customer doubts by
providing sizing, compatibility, usage, and material details.

Incorporate naturally relevant keywords
Long-tail keywords buyers use to search for your product (e.g. “non-stick 2-piece frying pan set”).

Maintaining a consistent tone Friendly on
D2C websites and more professional marketplaces.

‍

On your website, you can afford to tell a story, for example, describing a use-case or lifestyle scenario. On marketplaces, be straightforward. Use: title, bullets, description, and specs.

‍

Category Pages - A Teaching and Ranking Opportunity

Category pages should never be neglected, for they are SEO goldmines. Rather than simply displaying product grids under headings such as “Men’s Running Shoes” or “Kitchen Essentials,” consider incorporating the following:

• An introduction of around 100-150 words, summarizing the content of the category.
• Education for the buyer: The category information should cover things like types, materials, and even sizing tips, as well as how to use the product.
• Internal references to new launches or bestsellers.
• Relevant keywords (but do not overstuff).

Example:

“Explore our range of kitchen cookware sets, crafted for efficiency and durability. Whether you're a home cook or a professional chef, our non-stick, cast iron, and induction-friendly options ensure flawless cooking results.”

This will improve the search ranking, aid the buyers in decision making, and increase time spent on the site.

‍

Marketplace Content Optimization (Amazon, Flipkart)

Marketplace content require a different approach – precision. Consider the following:

• Title

Brand, product type, key feature, size

E.g. Judge Everyday 2pc Frying Pan Set, Non-Stick, 20cm & 24cm

• Bullet Points

Keep it under 200 – 250 characters per point.

• Start each bullet with a benefit
• Focus on USPs (durability, compatibility, material, warranty)

• Description

100 – 300 words under short paragraphs.

Core the information, draw attention to the material and reinforce the benefits, care, and instructions for the product.

Keep it tight, factual, and persuasive. Avoid fluff.

• Backend Keywords
• Add relevant terms which are not included in the title section.
• Use different terms which are specific to the region like “milk pan” “saucepan”

‍

A+ Content / Enhanced Brand Content

After going live with your listing, make sure to enhance it with A+ modules.

• Comparison charts
• Detailed lifestyle, feature highlight images, and other important visuals.
• Brand Story Banners.
• Modules specific to use cases (Where, Who, How to use).

Pro Tip: Go live with A+ content in 48 hours through layout automation, creative adaptation, and compliance checks on Amazon and Flipkart with ODN’s Quickup.

‍

Tone, Structure, and Optimization Tips

Let’s look at standardizing your ecommerce content for scaling and increased effectiveness:

‍

Your E-commerce Website

‍

Tone:

• Business centered, friendly, and encourage customer action
• Creates an emotional bond and tells a story

Structure:

• A blend of short paragraphs with bullet points
• State benefits before features
• Incorporate lifestyle scenarios where applicable

Optimization:

• Primary and secondary keywords to be utilized within content
• Add internal links to related category/products
• Page content including page title, meta description, and image alt text needs to have metadata
• Both users and search engines should be prioritized

Geometric and Graphical Content:

• Images and visuals from lifestyle, and those from the brand
• User generated content including video demos, size guides, and UGC

‍

Marketplace Listings (Amazon, Flipkart, etc.)

‍

Tone:

• Factual and crisp with benefits
• Trust and a professional tone

Structure:

• Fixed order: Title → Bullet Points → Description → Tech Specs
• Top features and key USPs only to be captured in bullet format
• Maintain a scanable and character limited content

Optimization:

• Use backend keywords (search terms customer use)
• Observe platform title, bullets etc rules on line limits
• Incorporate different expressions and local terminology related to the phrase.

Visual Elements:

• Product shots on a white background, Infographics, Highlight images focusing on features.
• A+ content modules include comparison charts, banners, and rich media.

Do you want to scale quality content across 500+ products? ODN’s AI-powered ecommerce content solutions ensure automated cataloging, rich content, and rapid published status across platforms.

‍

FREQUENTLY ASKED QUESTIONS

‍

Q. How to write e-commerce content?

A. Writing e-commerce content differs depending on the platform.

Web: Use brand voice, offer descriptions, and SEO key phrases.

Marketplaces: Stick to structured formats (title, bullets, description), highlight USPs, and follow platform rules.

‍

Q. How long should a product description be?

A. For websites: 200-300 words, ideal. For Marketplaces: 2000 characters description, 5 bullets 200-250 each.

‍

Q. Is it acceptable to use the same content for a website and Amazon?

A. No. Using duplicate content across multiple platforms is harmful for SEO and optimization. Instead, tailor content to each platform’s audience and infrastructure.

‍

Q. A+ content is a term many people are not familiar with, what is it and why is it important?

A. A+ Content (Amazon) or Enhanced Brand Content enables brands to add images, comparison charts, and custom modules to product listings, thereby enhancing the brand’s conversion rate.

‍

Q. What is the best way to scale content for hundreds of SKUs?

A: Creating content manually is impossible to scale. Platforms like ODN's Quickup allow for automation of product data creation into optimized content that is ready for the platform. This saves time and increases efficiency.

‍