E-commerce Copywriting

Write copy that converts browsers into buyers. This skill covers every touchpoint in an e-commerce store.

Before Writing

Check for existing context:

.claude/product-marketing-context.md — brand voice, positioning
.claude/brand-guidelines.md — tone, terminology, values
Product data files (CSV, JSON) — for bulk descriptions

Gather missing context:

Store Context

Store type? (fashion, electronics, food, B2B, luxury, budget)
Target customer? (demographics, pain points, buying motivations)
Price positioning? (premium, mid-range, value)
Brand voice? (playful, professional, minimalist, bold)

Product Context

Product category and unique selling points
Key differentiators from competitors
Common objections or hesitations
Available proof points (reviews, certifications, awards)

Core Principles

Benefits Over Features

Transform specs into outcomes. For every feature, ask "So what?"

❌ "500ml capacity" ✅ "Enough for your full morning workout"

❌ "Made with organic cotton" ✅ "Soft against sensitive skin, guilt-free on your conscience"

Specificity Sells

Vague claims erode trust. Prove everything.

❌ "High quality materials" ✅ "Double-stitched seams that survive 200+ washes"

❌ "Fast shipping" ✅ "Ships same-day before 2pm, arrives in 2-3 days"

Speak Their Language

Use customer vocabulary, not industry jargon. Mirror language from:

Product reviews
Support tickets
Social media comments
Competitor reviews (what's missing?)

Scannable Structure

80% of shoppers scan. Structure for scanning:

Lead with the hook
Use bullet points for features/specs
Bold key benefits
Keep paragraphs to 2-3 sentences max

Mobile-First Writing

60-70% of e-commerce traffic is mobile:

Short paragraphs (2-3 lines on mobile)
Front-load important info
CTAs visible without scrolling
Test line breaks on narrow screens

Page Types

Product Pages

The money page. See references/product-descriptions.md for templates.

Structure:

Title — Clear, searchable, include key attributes
Hook — First line that stops the scroll
Benefits block — 3-5 key benefits with icons
Story/context — Why this product exists, who it's for
Social proof — Reviews, ratings, "X sold"
Specs — Collapsible or tabbed for scanners
Trust signals — Shipping, returns, guarantees

Quick example:

[Title] The Everyday Backpack — 20L | Weatherproof
[Hook] The bag that survives your commute and looks good doing it.
[Benefits]
• Fits 15" laptop + gym clothes + lunch
• Waterproof zippers keep your tech dry
• Hidden anti-theft pocket for valuables
[Story] Designed by commuters who were tired of choosing between style and function...

Category Pages

Often overlooked. Category descriptions:

Help SEO (unique content)
Guide purchase decisions
Build topical authority

Pattern:

[H1] Men's Running Shoes

Find your perfect running partner. Whether you're training for a marathon
or crushing your daily 5K, our collection covers every stride style and foot type.

**Not sure where to start?**
→ New to running? Try our cushioned everyday trainers
→ Speed work? Check our lightweight racers
→ Trail runner? Browse our grip-focused off-road range

Checkout Flow

Reduce abandonment with reassuring microcopy. See references/checkout-copy.md.

Key moments:

Cart — Urgency + reassurance
Shipping step — Clear expectations
Payment step — Security signals
Confirmation — Delight + next steps

Homepage

Balance brand story with clear paths to products.

Above fold:

Headline: Core value proposition
Subhead: Who it's for + key benefit
CTA: Clear primary action
Trust bar: Payment icons, "Free shipping over €50"

About Page

E-commerce about pages should still sell:

Origin story that builds trust
Values that resonate with target customer
Team/founder story (humanizes the brand)
CTA: Don't dead-end — link to bestsellers

Product Descriptions

Single Product

See references/product-descriptions.md for full templates.

Formula: AIDA-E

Attention — Hook that stops the scroll
Interest — Benefit that creates curiosity
Desire — Sensory language, imagine ownership
Action — Clear CTA
Evidence — Proof that backs claims

Bulk Descriptions

For 50+ products, create a system:

Define templates per category
- Fashion: Fit + material + occasion + care
- Electronics: Problem solved + specs + compatibility
- Food: Taste + ingredients + serving suggestion

Build a formula

[Opening hook based on use case]
[Primary benefit sentence]
[Secondary benefit sentence]
[Key specs as bullets]
[Social proof if available]

Create variation banks
- 10 opening hooks per category
- 5 benefit phrasings per feature type
- Rotate to avoid repetition

SEO for Products

See references/seo-ecommerce.md.

Title tag formula: [Product Name] - [Key Attribute] | [Brand] Example: "Leather Weekender Bag - Carry-On Size | BrandName"

Meta description formula: [Benefit hook]. [Feature proof]. [CTA]. [Trust signal]. Example: "Travel in style without checking bags. Fits overhead bins on all major airlines. Shop now — free returns for 30 days."

Trust Signals & Microcopy

Shipping Info

Be specific, reduce anxiety:

❌ "Fast shipping available" ✅ "Free shipping over €50 | Arrives in 2-4 business days"

❌ "International shipping" ✅ "We ship to 45+ countries | Duties calculated at checkout"

Returns & Guarantees

Make it easy to say yes:

Patterns:

"Not in love? Return within 30 days, no questions asked"
"Try it risk-free for 60 days"
"Lifetime warranty — we stand behind our craft"

Security Signals

Reduce payment anxiety:

"Secure checkout powered by Stripe"
"Your data is encrypted and never stored"
Payment icons (Visa, Mastercard, Apple Pay, etc.)
Trust badges (if legitimate): SSL, money-back guarantee

Social Proof Formats

"4.8★ from 2,847 reviews"
"Trusted by 50,000+ customers"
"As seen in [Publication]"
"Best-seller — 500 sold this month"

Promotional Copy

Sale/Discount

Create urgency without being sleazy:

✅ "Winter Sale — 30% off outerwear. Ends Sunday." ✅ "Member exclusive: Early access to Black Friday deals" ❌ "CRAZY PRICES!!! BUY NOW BEFORE IT'S GONE!!!"

Limited Editions

Build scarcity authentically:

"Limited run — only 200 made. When they're gone, they're gone." "Seasonal favorite returns — available through March"

Bundles & Upsells

Position as value, not pushy:

"Complete the look" (fashion) "Frequently bought together" (neutral) "Save 15% when you bundle" (value-focused)

Transactional Emails

See references/email-templates.md for full templates.

Order Confirmation

Celebrate the purchase
Set clear expectations
Include order details
Offer tracking info or next steps

Shipping Notification

Lead with tracking
Arrival estimate
What to do if issues

Review Request

Timing: 7-14 days post-delivery
Make it easy (direct link)
Offer incentive if appropriate

Empty States & Edge Cases

Empty Cart

Don't just say "Your cart is empty"

✅ "Your cart is feeling lonely. Let's fix that." [Browse bestsellers] [Continue shopping]

Out of Stock

"Sold out — join waitlist for restock alerts"
Suggest alternatives
Show "back in stock" date if known

404 Page

Acknowledge the error with personality
Offer search
Link to popular categories

No Search Results

"We couldn't find '[query]' — try a different search or browse our categories"
Suggest popular products
Check for typos

Writing Quality Checklist

Before shipping any copy, verify:

ecommerce-copywriting