This year has been all about content marketing. And as the next year comes around, we’re getting all set with our content in place because there is no way you can do without content marketing!

But a common notion that surrounds content marketing is that it is only meant for a few types of businesses. The truth is, as long as you can add value to your customers, your business can and should blog. In this post, we’re going to share how eCommerce businesses can make use of blogging to grow their sales.

1. Create a personality for your products

In times when just about every business is trying to take their products online, there is an eCommerce store opening every day. No matter how good your products are, but it is becoming increasingly difficult to stand out from the others – making sales even a harder task to achieve. Blogs give you the opportunity to create a unique personality for your store.

Just as how one product can be styled in a thousand ways, you too can give your store a different look. Show them how you think of products, how you make them and how they too can find their own personality amidst yours.

2. Share product or style guides

Let’s agree on one thing here, every time you plan to buy a pair of jeans or a new shirt, you end up looking for the size guide that will help you choose the right product. You want to be sure that it will look good on you, won’t be a waste of money and wish how you could just try the product once! But then the online store gives you a better deal, so you do your end of the research before making the purchase decision.

This is why you should definitely share product or style guides on your blog. Let your visitors checkout how a product can be used, what would suit them, etc. For example, which fit of jeans is best suited for someone who is lean and tall, or someone who is on the healthier side.

For instance, I love how Chumbak shares outfit ideas for the entire week – like a quick guide on keeping up with fashion as you juggle with work and casual outings with friends.


Or this blog from Nykaa that answers our daily query. All the hustlers out there, head over to their blog right away!


3. Create look books for the season

We often go for movies that we come back from and get inspired to try an all new look. Sometimes it is our fanatic influence from celebrities and sometimes it is just the change of season that triggers this change of wardrobe. But it happens all through the year as the fashion industry endlessly brings new styles to the market.

Your online store can use this opportunity to create lookbooks for the season using a specific range of products you’re angling at marketing. Show them which products can be used to create a popular look and nudge them towards buying those products from your site! Short videos and lots of images in such blogs can definitely do the trick!

For instance, Jaypore shared a post on how they’d reinvent the age old fashion of khadi to match the current trends.


4. Give shoutouts to your customers

The generation of today is more than happy to share their purchases with friends and others on social media. Take for instance the last time you saw a friend post about the recent pair of shoes they bought from a specific store, and how cool they were!

User generated content is trusted by customers more than any of your ads ever will be, so why not use the same on your blog too? Identify the customers who are using your products, encourage them to share their purchases (maybe in lieu of an additional off on their next purchase) and create a post that gives a shout out to the best of the posts! Not only will these customers be happy on getting the centrestage, but your potential customers too will get to see how good your products look on ‘people like them’ and not models.

5. Share your brand stories

Every brand has a little story behind itself. So why just keep it to yourself? Be it your own story or that of the brands of products your store sells, don’t forget to let your customers in on them. Share it with them every now and then via a blog post that tells them how it all started, where you have now reached and what your plans are.

Sharing your stories with your readers gives them someone to relate to. The more human the people behind your store look, the more likely a visitor is to engage with it. After all, we only want to interact with people and not bots!

6. Don’t forget to share your vision and mission

Continuing on the point above, while sharing your brand stories could be a personal post, you should definitely have a post that shares the vision and mission behind it. If there is a cause that you support actively, let your customers and visitors know of it too.

According to various studies, people want to associate with brands and businesses that support a social cause. And if they believe in the same cause, they become more likely to advocate it in their circles as well.

For instance, Toms lets its visitors know how the store contributes to a cause every time a purchase is made on it. Like them, all you need to ensure is that you’re being genuine.

7. Share the making of products

Ever looked at a gorgeously embroidered piece of clothing and wondered how it was worked on? Well, you’re not alone because there are practically thousand others who want to know the making of the products they have purchased or are planning to purchase.

A short video of the artisans and craftsmen, or your team curating the products from markets and working on them to make them better for the customers, will boost the faith a visitor has on your products. So don’t be afraid to give them little sneak peeks every now and then. A good way to decide what to share is to look into what your customers are usually asking you or seeking for answers on social media.

Another example from Jaypore here. They share their journeys across India to uncover the best of products for their customers and aren’t afraid to share their trips with them.


And Chumbak shares the people behind its brand. Their blogs are full of in-house photographs that capture team members in their natural element, letting the readers know of the hard work they put in all their products.


8. Get influencer interviews

Most of our purchase decisions are heavily influenced by someone we think is an expert in the specific niche. Be it fashion, home decor or any other type of product, we see someone using it and that makes us want to try it too. Influencer marketing is practically the future of digital now and you can see it on social media already – especially Instagram.

With so many influential bloggers and industry experts willing to share their stories or tips with their target audience (which is similar to yours), it is a brilliant idea to feature them on your website blog! Be it a quick interview, a special feature lookbook or a video, getting them on your blog is indicating that they believe your products are good – this encourages their following to try them out as well!

For instance, Nykaa got a popular celebrity to share her beauty secrets on their blog.



Blogging shouldn’t just be restricted to a specific industry, it is meant for everyone.

If you can strategize well on how each of your content pieces will add value to your existing and potential customers, it is the one asset that will continue to bring you sales. Not just from the enthusiasts who Google things before making a purchase, but also those who have been leaving your website after browsing through just a handful of products.

Does your online store have a blog?


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Vanhishikha Bhargava

Content Marketer at Exit Bee. Most of the times found trying to create compelling copies for blogs and digital campaigns, keeping a watch on what's happening on social media or ranting on Twitter. At all other times, not found.

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