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 rangeCheckout 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:
- Benefits before features?
- Specific proof, not vague claims?
- Customer language, not jargon?
- Scannable structure?
- Mobile-friendly line lengths?
- Clear CTA on every page?
- Trust signals present?
- SEO basics covered (title, meta, H1)?