The importance of e-commerce or retail copywriting cannot be overstated. According to recent estimates, only 3% of people who visit e-commerce websites end up making a purchase, which is a worryingly low stat. But don’t worry, there are some practical things you can do. For example, one established way to get this figure up is to employ a company that specialises in retail copywriting services.

Let’s discuss the 12 key secrets of e-commerce copywriting that will boost your conversion rates. 



Effective copywriting always leads to increased sales. Sometimes, the best way for companies to re-strategise in a certain area is to come up with a better standard of copywriting piece of trying other drastic measures.

Copywriting is able to drive profitability, increase ROI (Return on Investment), and help you achieve all your business goals by persuading your target audience that your products will solve their problems.



The quality of the copy is crucial for successful retail copywriting. However, it’s also important to know how to arrange it strategically on the page. An e-commerce copywriter will note how a typical retail page is laid out and plot out bullet lists, headings, and subheadings accordingly. It’s important to make good use of white space as well to enhance the overall appeal of the copy. 



Good retail copywriters not only highlight all the features of the product; they also associate them with the ease they bring to the customer. For example, when highlighting deep pockets on a garment, the copywriter will put this in context for the reader – and make it relatable by selling the product’s particular benefits. In this case, it could be letting people know that the pockets will help ensure that they’ll never lose their car keys or wallet. So, they’re much less likely to dismiss the feature as it offers a solution to a common problem. 



This one’s very important to consider because writing great copy is about connecting with the greatest number of people. If retail copywriting is written in a considerably high-level language that is only understandable to adults and over, it would be omitting a major group – teenagers. Copywriting that has a Flesch Kincaid reading score of 60 and above is likely to perform the best for e-commerce.



Stale copywriting does not allow the reader to connect on an emotional level. A way to make your copy more appealing is to use the active voice; everything has to be in the moment. Active words are likely to stimulate action. E-commerce copywriters also tend to use powerful words that make products leap off of the page. 



E-commerce copywriting isn’t limited to just product pages. Instead, retail copywriters also prepare attractive ‘About Us’ pages as well as concise mission statements that spell out the brand’s business strategy. Basically, the more the shoppers can learn about the brand, the better. 

Moreover, more pages mean more space for SEO, thus improving the brand’s visibility in Google’s search results. All of the copywriting content on an e-commerce website should employ the services of a retail copywriting agency



This might seem insignificant in copywriting but it affects the reader’s decision on a subconscious level. A reader might not even acknowledge these words but they do play a major role in enhancing the performance of e-commerce copywriting.

For example, a retail copywriter could say, ‘The silky, smooth texture of the XYZ cream.’ This string of words is enough to appeal to the readers’ sense of touch. They can imagine how it would feel on their skin through these textural words.  



A great headline for sales copy is one that makes shoppers stop in their tracks. As well as being relevant to the product being presented, it should also be unique and useful. The reader should look forward to learning something new that will help them make their decision. For example, ‘Are You Still Having Bad Hair Days?’ certainly makes for an interesting starter for some copy on hair gel. 



A single target audience might share a lot of similarities, but the same cannot be assumed of the way they approach online shopping. An average audience is made up of three kinds of people: information gatherers, impulse buyers and integrity affirmers. Information gatherers will evaluate a product and its price in comparison to another and collect the necessary information. Impulse buyers will just read the benefits of the product or service and take advantage without delay. Lastly, integrity affirmers will want to find out the reputation of the brand before considering doing business with them. Standout retail copywriting caters to all of these. 



Urgency is a very common sales technique that has been in use for ages – because it works. Merely letting the client know that the product won’t be around for long and it’s their only chance to buy it often does the trick.



You might have come across this phrase on a lot of retail pages: But don’t take our word for it, just ask our happy customers!’ People prefer to read reviews of the products they’re interested in or watch their unboxing or demo videos. This sort of feedback makes them more likely to trust the brand.



Sometimes, a lengthy description can get in the way. While it’s important not to undersell a product, the opposite also stands. Make sure not to overwhelm the reader with too much detail. Just cover the essential points and let the images and testimonials do the talking. 

These 12 tips will make your e-commerce copywriting shine. Writing copy like this is all about selling the key virtues of a product or service and connecting with your customers on an emotional level. Do that and you’ll be well on your way to making that next sale!

What is the most important thing that will ensure your online retail business is a success? As well as great products and loyal customers, one of the key aspects is copywriting. Great retail copywriting can help your online retail brand to succeed.

Without strong copy, you won’t be able to sell your products successfully, nor will you be able to attract customers. Effective copywriting is important as it not only advertises your brand and makes it stand out from the competitors, but it also helps your customers understand fully what your brand and your goods or services are about.

If you are finding it difficult to write effective copy for your retail business, or if you are just looking for inspiration to freshen up your copy, read our tips below. Our e-commerce copywriting tips will help you make your products sell even more effectively.

Here’s why it’s important to use a great retail copywriting service for your online business.

  1. A good retail copywriting agency will write copy that enhances your brand’s reputation.
  2. Great copywriting differentiates one brand from another. Brands like ASOS and Boohoo are known for their witty, funky product copy, which makes their brand stand out from the competition.
  3. Good copy results in more sales and revenue.
  4. Strong retail copy can increase your organic traffic, and when combined with good SEO techniques, and effective use of keywords, can get better web traffic to your site.
  5. Good copywriting makes people connect with a brand and makes them want to buy from them.

Unfortunately, there is no set copywriting formula that ensures success; however, there are several copywriting tips for online retail success to keep in mind which many retail brands have used to good effect in the past.

A good product story has a mix of everything – a strong emotional message, a short story about company success, and some clever wordplay.

Content with overly flowery or poetic copy, unclear descriptions, excessive terminology and too many adjectives are some of the mistakes copywriters make with e-commerce retail copywriting. The following points should also be kept in mind:

  1. Clear copy is essential to convert people. Writing clearly will help customers stay focused; otherwise, they can get confused, which will distract them from their buying journey.
  2. Something that is obvious or funny to you might not go down well with your customers.
  3. You must present customers with crisp, clean copy.

Speak your customers’ language

It is important that you speak your customers’ language, and do it in a way that makes people understand you are a real person. You are a brand, and you should not forget that the main function of your business is to sell products. Make sure that the terms and phrases you use are suitable, common and easy to understand, otherwise people will not be impressed.

Find your niche

Copywriting niche-specific content is a good strategy for both SEO and gaining traffic. Writing about an extensive range of niche-specific topics will be good for your retail traffic.

Long-tail keywords that link to your product-led keywords are very good for web traffic. Giving answers to specific customer questions about your products can help in educating and engaging with them.

You can also write blogs around important topics that are related to your niche. For instance, if you sell custom scarves, you can create content around customisable gift ideas, how to style up a boring outfit, different scarf materials, the best scarves for men, Mother’s Day gift ideas, and so on.

How you present your brand is important

Where and how you present your brand is important. Your words and language impacts people, and the image they have about you. Therefore it is important that you choose the right way to talk to your customers.

Your copy positioning should depend on audience research and market research. You want to present a known and important image to your customers, making sure you do not isolate any single customer group. Focus groups, user testing and getting feedback on product pages and blogs is an efficient technique to get real-time advice from your real audience.

Talking to your customers is not hard, but it is important that you think from a customer perspective, too. Any e-commerce copy must be clear, engaging and bring in sales. If you need help with your e-commerce content, please get in touch with us today. Good luck!

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