Blog in an online store – why and how to do it? Examples!

Bartosz FabjańskiBartosz Fabjański
Published: 07.09.2023
8 minute

You surely happen to notice a “Blog” tab on the pages of the online stores you visit, often leading to quite a large collection of posts thematically related to the store’s specific industry. When you run an online store, you may wonder how much it’s worth investing time and energy in such an endeavor – after all, there are so many other areas occupying your or your team’s attention on a daily basis. What you can gain by running an online store blog to support your business, how to go about it and what it looks like with examples – you’ll read about it below!.


Why should you start an e-commerce blog?

If you run a blog, only with quality content, and such content requires a lot of resources. So it’s good to know what you can count on as a result! See how you will develop your online store when you manage to create a blog that is attractive to users:.


1. More potential customers will hear about your store.

The more popular your blog becomes, the more it will improve the visibility of your online store. In doing so, you open the door to a multitude of potential customers – it’s not a well-known fact that it’s usually necessary to have multiple contacts with a brand in order to become its customer. A blog allows you to make just such multiple contacts!.


2. You will increase traffic to your store’s website. Simply

According to QuickSprout data, online stores with a blog attract up to 55% more visitors on average. By publishing useful content on a regular basis, you also give an excellent reason for another and yet another visit, and then converting a reader into a customer becomes only a matter of time!.


3. You will improve your store’s visibility in Google search results

Blogging is a great way to put the keywords and phrases that your potential customers are searching for on your e-commerce pages, and this will translate into more organic traffic from search results. Bigger, and… very profitable, because according to HubSpot, the conversion rate of leads acquired through SEO is 14.6%!.


4. You will build an expert image!

Nearly every consumer, facing the decision to spend more or less hard-earned money, at least for a moment asks himself whether he is buying a product that suits his needs. If, thanks to your blog, he will perceive you as an authority, the chance of a sale increases many times!.


5. You will reach a genuinely interested audience with a specific product

There’s no better place to link a great wireless speaker than an article about the best wireless speakers for the vacations. Build trust by creating reliable content, and customers will gladly buy what you advise them!.


6. The average conversion rate of your online store will increase

Blogging is a great tool for building and strengthening relationships with your target audience – after all, you advise, answer questions, stay in touch, simply help. The rule of reciprocity is well known… and it still works. Customers with whom you have a relationship buy more willingly, more often and more. Well, because why should it be otherwise?.


OK, but… how do you get started with an online store blog?

Everything cool, the very pluses, but… how to get started? After all, if you’re reading a text about why you should blog to support your e-commerce, you’re probably not doing it yet. Some tips on what to keep in mind at the start:.


1. Make sure you know as much as possible about the people you want to create a blog for

Expertly speaking, define your target audience as carefully as possible, think about what questions come to mind when they are shopping, or even before they do. What makes it difficult for them to choose, what they are afraid of, but also how they want you to speak to them – a different tone will be appropriate for a blog of a streetwear store, another for a store selling electronic parts. This stage is very important!.


2. Wrap up the strategy

The blog should be part of your marketing strategy – as part of it, define the most relevant, framework for your planned activities. They really can fit on one page – the most important decisions are the frequency of publishing and the list of topics you will cover. It’s also worth determining in advance what main formats you’ll adopt – such as rankings or tutorials, and deciding what length of posts will be optimal..


3. What to write about on an e-commerce blog?

In humorous terms: about your fantastic products! Naturally, in a way that will add value to your audience. Reviews of bestsellers, comparisons of products in specific price categories, rankings like “Top 10…”, gift guides, trends, tips on how to get the most out of your products – the options are many, and of course a lot depends on the specifics of your product range. .


4. Who and when, that is, resources!

After you have planned how often new articles will appear, it is necessary to make sure that, colloquially speaking, you have someone to do it – and that this “someone” will have the time to do it. Creating quality content is more important than publishing very frequently, and it definitely takes time. .

You don’t need to hire a full-time content writer right away, but do a good job of realistically planning the division of tasks with your team! However, if you find that preparing compelling content on a regular basis may mean too much of a time burden, you can also use the services of a freelancer or team up with a specialized content agency. .


5. What should the texts be? Useful … and enjoyable

In that order! Each entry should respond to a genuine need present among your target audience – then it will do its job. And, of course, it’s good to make it enjoyable to read! To achieve this, it’s good to have a so-called “light pen”, but regardless of your level of writing proficiency, remember to write concisely, in short paragraphs, without excessive embellishments. Each text should also be checked through eyes other than the author’s – this way it is easier to “catch” mistakes!.


6. Plan ways to promote the blog

Since you are already active with your blog, let the world know. Or at least the interested part of it:) Your social media, your homepage, your newsletter – these are all places where it’s worth regularly reminding people that good content is waiting on the blog!.


7. Link to products… as long as it makes sense:)

Of course you will suggest shopping bargains to your readers in your posts – after all, that’s what you create them for. It’s important that they be authentically reliable, not pushily salesy. Remember good CTAs, don’t overdo the quantity – sales will increase!.

It’s a great idea to skillfully “invite” advice-seekers deeper into our sales funnel by placing expert recommendations – i.e., products recommended in the subject line – near the substantive, guide content. For example, as the store does:.


Good blog examples | screen | Senuto
Screen from a blog about tools, source:


Examples of interesting online store blogs

Theory is theory, and sometimes it’s fun to get inspired. Check out some noteworthy online store blogs from various industries that literally get the job done!.


Beauty industry – Nivea

Gents will learn what a razor shave should look like (who among us hasn’t thought of that?), and ladies will find answers to the dozens of questions that must arise in their minds when choosing the right cream for the time of day. Served lightly and with sense, good inspiration!.


Good blog examples | screen | Senuto
Screen from Nivea blog article, source:


Conclusively about tools –

Theoretically, a guy doesn’t need when it comes to tools either advice or instructions, because he inherited all the necessary information from his ancestors by the sword. In practice, however, it is worth at least just in case to have such a place where we will learn how many non-obvious uses of a grinder. And this blog is just such a place!.


What do they know about nutrients and supplements? Everything. Check out!

A genuine treasure trove of very useful, expert knowledge directly related to the range of products on offer and a consistently built, engaged community – it must have taken a long time, and it did. New posts appear regularly, so one can assume that the effort has paid off!.


Where to go –

This blog is an example of how unpretentious and simple expert content creation can be – most of the entries are mini-reviews or summaries of the guides and books offered. Is there anything wrong with that? No, because that’s what bookstore customers are looking for. Simple!.


Better photography, better film –

Inspiration, tutorials, answers to technical questions – exactly what amateurs (and professionals) facing intimidating choices need to capture video and audio. A relationship built in this way is location perfect!.

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Bartosz Fabjański

Senior Content Designer w edrone

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