Content marketing for eCommerce has never been more critical—or more challenging.

In today's highly competitive digital marketplace, every brand is vying for attention.

The truth is, not all content works. Generic blog posts and polished product photos won't cut it anymore.

What I've seen work best is content that feels authentic, solves real problems, and builds genuine relationships with buyers. After testing strategies across dozens of e-commerce brands, I've learned that the winners aren't just creating more content—they're creating the right content for the right moments in the customer journey.

This guide filters out the fluff and shows you what actually gets results. We'll dive into the content formats, platforms, and strategies that are driving real sales for e-commerce brands right now.

You're running an online store, and everyone keeps telling you that "content marketing is essential."

But what does that really mean for your business?

And more importantly, how do you make it work without it feeling like you're just adding more to your already overwhelming to-do list?

Here's the thing: when content marketing works for e-commerce, it really works.

I'm talking about turning casual browsers into loyal customers who look forward to hearing from you. But it's not about churning out generic blog posts or posting random product photos on social media.

Let me break down what's currently working.

Do you know what question I get asked constantly? "What exactly should I be writing about?"

My response: Start with the problems your products solve. Not the features, not the specs—the actual problems.

Someone doesn't buy a yoga mat because they want "premium polyvinyl chloride (PVC) construction." They buy it because their back hurts after doing yoga on their hardwood floor, or because they're embarrassed to use the grimy mats at their gym.

The blogs that really drive sales are the ones that say something like "Why Your Back Hurts During Yoga (And How to Fix It)" and then naturally mention your ergonomic yoga mat as part of the solution.

You're not being pushy—you're being helpful.

I've seen this approach work incredibly well because it captures people who are actively looking for solutions:

They're typing "back pain during yoga" into Google, finding your helpful article, and discovering your product in the process.

That's so much more effective than hoping someone stumbles across your "Check out our amazing yoga mat!" post.

The best part?

These aren't just random visitors. These are people who already have the problem your product solves. They're practically pre-qualified leads.

What I've learned from testing content across e-commerce brands is that stories sell better than specifications.

Recent research reveals a striking truth: while only 11% of shoppers fully trust influencer content, 57% place their trust in content from fellow customers.

These statistics are 🤯.

The brands that win are those telling stories about their customers' transformations, not just their product features.

I get it—your inbox is probably stuffed with "FLASH SALE ENDS TONIGHT!!!" emails that you delete without opening.

But here's the thing—email still works incredibly well for e-commerce. The problem isn't the channel; it's how most brands are using it.

Stop thinking of your email list as a group of people to sell to.

Start thinking of your email list as people who chose to hear from you. Your own audience—now that's actually pretty special when you think about it.

Brands on beehiiv are doing email marketing right these days. Instead of just blasting product promotions, they're creating newsletters that feel more like getting a personal update from a friend who happens to have great taste.

A great tip?

Try sharing things like styling tips, highlighting interesting customers, and discussing industry trends you're observing. Make it something people look forward to, not something they immediately unsubscribe from.

When you strike this balance, your open rates rise, your unsubscribe rates decline, and, yes, your sales increase too.

But it happens naturally because people trust you and want to hear what you have to say.

In an interview, Rorrie Salazar, one of the founders of the newsletter You Got a Minute? Said, “It’s so helpful to quickly see how readers are engaging, what feedback they’re leaving, and where we can adjust or double down.”

Salazar emphasizes a key principle for aspiring newsletter creators: “Think of your newsletter as a conversation, not just an update.”

Salazar continues, “The more natural it feels, the more your audience will connect with it.”

In my experience, e-commerce brands that leverage user-generated content (UGC) see stronger results than those relying solely on professional content.

What surprised me when testing this approach was how much authentic customer content outperformed polished brand photos. The jeans brand, Salsa Jeans, increased its conversion rates by 17.27% with UGC even during the COVID-19 pandemic.

The key is making UGC creation effortless for customers.

Provide clear hashtags, create photo contests, and always ask permission before reposting.

What I've found to be most effective is content that reveals the inner workings of your brand's daily operations.

Show your team packing orders, testing new products, or dealing with everyday challenges. This type of content performs especially well on platforms like TikTok and Instagram Stories, where authenticity is valued over polish.

21% of marketers say short-form video content delivers the best return-on-investment (ROI) in 2025.

What I've learned is that creating 30-60 second videos addressing common FAQ topics, such as "How to wash this item," "What size should I order," or "How to style this piece," works wonders with your audience.

Here's what surprised me when testing this: product demo videos under 45 seconds get 65% more engagement than longer explanations.

I always recommend creating content that helps customers make confident buying decisions. This includes size guides, care instructions, styling tips, and comparison content.

What I've seen work best is content that reduces return rates while increasing initial purchase confidence. For example, a home goods brand might create "How to Measure Your Space" guides that help customers choose products that fit properly.

Forget about chasing celebrities with millions of followers.

I've seen way better results from working with smaller creators who actually use and love the products they're promoting.

You know that feeling when someone you trust recommends something? That's what you're after.

A micro-influencer with 10,000 engaged followers who genuinely uses your skincare routine will drive more sales than a mega-influencer who's obviously just reading a script.

Linda Hwang has extensive experience in B2B marketing and previously worked at a renowned international facilities management company. There, she played a crucial role in creating effective content and social media marketing plans. Now, Hwang is a marketing consultant who helps small businesses create compelling brand stories.

After working with several e-commerce brands, I’ve noticed some recurring patterns that distinguish content that flops from content that drives real sales.

Here are common traits of content that fail:

When I first started, I thought that more content equated to better results, but I’ve learned that consistency and quality far outweigh quantity.

So, what does successful content marketing look like?

Brands that focus on owned media—such as email lists, social followers, and website traffic—tend to outperform those that rely solely on paid advertising.

Despite social media getting all the attention, email consistently delivers the highest ROI for e-commerce brands.

What I've seen work best is treating email as a premium content channel, not a discount delivery system.

beehiiv has become my go-to recommendation for e-commerce brands serious about email content. The platform's built-in growth tools and monetization features make it ideal for brands seeking to establish media businesses centered around their products.

Smart email strategies include welcome series that tell your brand story, abandoned cart sequences with helpful content, post-purchase flows that enhance the customer experience, VIP launch sequences for new products, and educational series that establish expertise.

What surprised me when testing this: brands using beehiiv's segmentation features see 40% higher open rates than those sending blanket emails.

Personalization isn't just nice to have—it's essential for cutting through inbox noise.

Dan Koe, the founder of The Koe Letter, had this to say about beehiiv during an interview: “My favorite feature is being able to easily customize how the newsletter looks when I send it.” 

Koe adds, “With a lot of platforms, you're limited in fonts. You either have to know HTML or something else to make it customized. With beehiiv, I was able to get my very simple, clean newsletter that matches my website, so the branding is cohesive.”

Here's what I've noticed about the e-commerce brands that are absolutely crushing it right now: they're not just throwing money at ads and hoping something sticks. They're building something bigger.

The best brands I work with all do a few things really well:

The brands winning in 2025 aren't interrupting people with their marketing—they're creating stuff so valuable that people actively seek them out.

Ready to stop playing small with your content strategy?

Join thousands of successful e-Commerce brands using beehiiv to build profitable email audiences and create content that converts.

Start your free beehiiv trial today and discover why it's become the platform of choice for e-commerce brands serious about content marketing.

Build your email list, create engaging newsletters, and turn subscribers into customers with the most powerful newsletter platform built for growth.