A thoughtful, deliberate blogging strategy can help you nurture customer relationships, generate recurring inbound traffic, and give you a way to promote new products and services while building your brand.
Blogging also gives you room to get creative with different types of content, tell customer stories, educate readers, or target key words and phrases to help your website rank higher on Google.
Blogs can be extremely beneficial to your business, but many ecommerce sites struggle with blogging because it takes time, care, and effort to get it right. Simply publishing a few posts a month isn’t enough to regularly bring traffic to your site.
That’s why we’re going to take a close look at eight ecommerce blog examples. We’ll go through the topics the blogs cover, how they relate to what the shop sells, and what each blog does well. These blogs all have unique strengths that will help support you as you develop your own, no matter what kinds of topics you’d like to cover or what format you’re going for.
Contents
1. Digest by Great Jones
Great Jones makes cookware for home chefs. Its goal is to empower people wherever they are in their culinary journey. Featuring Dutch ovens in bright colors, retro-inspired baking dishes, and ceramic-coated frying pans, the shop also offers a “Potline” you can text for recipe suggestions.
Digest
The Great Jones blog is called Digest, and it’s featured as one of the four main categories in the top navigation of the brand’s website. This is an incredibly creative approach to blogging: the design includes hand-painted watercolors and mimics the look of folio-style recipe cards.
Great storytelling with a delicious twist
Digest has two main categories. Great Ones tells the stories of “humans we admire—and an exploration of why they cook, not just how.” The Great Jones team interviews each guest while they make a meal of their choosing—usually one that captures their story and personality. Each blog post, written in the first person, features images of the whole experience.
For those who come hungry, Digest has a “Recipes we love” section that features recipes created by different chefs, the stories behind them, and the Great Jones items you’ll need to make the dish.
These two approaches to storytelling make for unique content. Posts also create a sense of community for readers: Digest feels more like a home kitchen than an ecommerce blog. It’s a place where readers can come to read a story, learn about a culture, or try out something new next time they’re in the kitchen. The mouth watering recipes also give readers a reason to return to the website for recipe ideas, even if they aren’t shopping.
2. Wldflwr.ink Journal by Consider the Wldflwrs
Consider the Wldflwrs is a fine jewelry shop based in Nashville. From bridal jewelry to everyday essentials, the brand sells heirloom-quality pieces.
Wldflwr.ink Journal
The brand’s blog, Wldflwr.ink Journal, is a simple, well-designed collection of articles. Topics range from new products, a guide to cleaning fine jewelry, teammate features, product spotlights, and roundup guides. The shop also sends out an email newsletter that announces new products and sales.
Practical information that supports its product philosophy
Wldflwr.ink Journal is simple and helpful, and it strikes a good balance between educational content and product promotion. For example, the post “4 C’s of a Diamond, Explained” provides an infographic to help readers visualize what the different grading criteria actually look like and mean.
Interviews with staff members create trust and bring a human element to the brand. Customers can read a profile on Annie, the Director of Bridal Sales, for example, to feel more comfortable working with her—especially if they’re purchasing an engagement ring online. Celebrity spotlights further flex that trust arm by showing prospective customers that some of their favorite names sport CTWF pieces.
Overall, the journal is simple, well designed, practical, and helpful for customers looking for more information before they make a purchase.
3. The Maudern by Maude
Maude sells essentials for sexual wellness. Its brand tenants are quality, simplicity, and inclusivity. Its paired down product design, good ingredients, and brand messaging all contribute to its mission to “make intimacy better for all people.”
The Maudern
The Maudern, Maude’s blog, is a key part of delivering on that mission. Its accessible, honest articles cover playful topics like “The sex lives of cave dwellers” and impactful reads like “Reconnecting after having kids.” Categories include arts, history, culture, living, dating, people, film, relationships, food and drink, science, health, and sex education. The Maudern is also front and center on Maude’s website, taking a key position in the top navigation.
Relatable takes on formerly taboo subjects
Building on its core mission, the blog’s articles aim to make topics on sexual health and intimacy accessible for everyone. For example, its post “How common are vibrators, exactly?” uses statistics to help normalize using a vibrator as a tool for sexual health.
The reason The Maudern is such a powerful example is that Maude has invested resources to make it a true learning channel for its customers. Its goal is to make sexual wellness inclusive for all, and The Maudern exists to further that mission. Overall, topics seek to empower readers with information that will make them happier and healthier long term. The company also sends out new posts in an email newsletter of the same name to increase distribution of their content.
4. Squeeze Magazine by Press
Press delivers plant-based goodies like cold-pressed juices and kombucha. The shop also sells soup and juice cleanses, and has subscription options tailored to what customers need. Its 100% plant-based products strive to support customers living “happier, more balanced lives.”
The Squeeze
The Press blog, The Squeeze, provides tips for living a healthy lifestyle. Blog post topics span from switching to a plant-based diet to healthy recipes to suggestions for how to improve digestion while traveling.
Informational resources for healthier living
Buying Press juices and cleanses to support a nutrient rich diet? The Squeeze supplements those products with advice that further educates readers on making healthy choices. The blog has a simple, bright, eye-catching design, and the hero images follow the same color palette of the juices they sell.
Posts are packed with information and read as well researched. Some articles even use footnotes to cite sources used to create the post. To further build trust with readers, Squeeze also offers resources like a direct line to its in-house nutritionist at the bottom of articles.
Aside from healthy tips and tricks, Squeeze features video interviews with influencers. This likely acts as part of its content distribution strategy: the influencers will probably share the content with their own audiences, bringing new readers to the Press website.
5. BioLite Energy
BioLite sells outdoor energy gear like solar panels and camp stoves. The company is on a mission to offset 3 million tons of CO2e by 2025 by providing people with access to clean, renewable energy. Its blog does an excellent job both quietly promoting its products and offering value to its readers.
The BioLite Blog
If you’re looking to create a blog that features several types of content and showcases your products without turning into a sales pitch, the BioLite blog is a great example. Read through in-depth guides like “Can you control fire with your mind,” adventure tips, recipes, and product-focused posts that help readers get the most out of their purchases.
Practical guides with a clean design
BioLite’s blog has a conversational and friendly brand voice, a simple design, and articles that tell stories, educate readers on outdoor activities (starting a fire, anyone?), and offer behind the scenes looks at products for prospective customers. It’s a well-rounded, thoughtful approach to blogging that blends infographics, videos, and storytelling into genuinely helpful reads.
Many of its posts fall into the evergreen category, which means readers can bookmark them for future use and they could rank on Google for certain key terms, which would increase website traffic.
BioLite’s blog excels at guides and building reader trust. It brings in the experts to tell the story, offer the advice, or walk you through the “how to,” and they’re always cited somewhere in the post.
6. Between the sheets by Au Lit Fine Linens
Au Lit Fine Linens sells everything to help you get a good, relaxing night’s sleep: luxury sheets, bath linens, pillows, and more. Started in 1981, the shop uses high quality natural fabrics from Europe and crafts them in its own factories.
Between the sheets
Its blog Between the Sheets follows this same trend, offering helpful articles that discuss how readers can improve sleep quality. This content is directly relevant to both its target audience and its products, which is an immediate plus, because it means users who click through and read are already somewhat qualified to buy.
Brand-adjacent evergreen content
Between the Sheets is one of the more search engine optimization–driven blogs of the bunch, which means its content strategy centers around getting its blog posts to rank on Google.
Many posts mention their products as a solution to the problem the searcher is trying to solve. For example, if users are trying to figure out what duvet size is right for their bed, there’s a good chance they’re in the market for one.
Between the Sheets strikes the right balance between promotional and helpful, so that when it does drop a product link, it feels more like a recommendation from a friend than a sales pitch.
It also has a second blog found under a Tips & Advice section, featuring content created to help users make buying decisions. There might be overlapping content between this section and the main blog, but by giving this content its own destination, it can focus on helping interested buyers make informed purchasing decisions.
7. Talking Crap by Who Gives a Crap
Who Gives a Crap offers sustainable paper products. Starting with a line of recycled and bamboo toilet paper, the company has since expanded to “forest friendly” paper towels and facial tissue. Who Gives a Crap donates 50% of its profits to improving sanitation and building toilets in developing countries.
Talking Crap
Talking Crap has a simple design, custom hero images with bright colors, and quick-hit posts. Topics include a letter from the CEO, updates on the company’s progress building toilets, the history of paper towels, and an answer to the question, “What is bamboo toilet paper?” The style of each post is different, but most are quick reads. The team even wrote one in the style of a poem.
Playful takes on crafting and sustainability
Building on the brand’s silly personality, its voice and tone is comedic, lighthearted, and fun. The “History of paper towels” post, for example, starts with: “Paper towels are one of the few things specifically made for clumsy people. Red wine on shirts, soda on keyboards, pasta sauce all over our new white carpet … Eric!”
Talking Crap makes talking about toilet paper fun. It also provides real information for consumers looking to learn more about why sustainable paper products are important and what they actually are. Posts also offer crafting ideas for leftover toilet roles—puppy chew toy, anyone?
If you’re stuck on how to build a blog around the products you offer, this one should inspire thoughts on how to create something that’s brand adjacent, witty, and honestly helpful.
8. Solé Bicycles
Solé Bicycles is a California based shop that sells bikes and accessories. The shop will ship bikes to your doorstep 90% assembled, so customers can avoid the pain of having to go into a bike shop.
The Solé Bicycle Blog
Solé’s blog takes a visual approach to storytelling, using vibrant images, videos, and curated playlists instead of words.
Use visual content to tell the story
The posts are rich and dynamic (even though they’re short), evoke good vibes, and showcase Solé bikes front and center. From launching new collections to showing the custom art on the outside of their retail stores, articles are engaging because they’re so different, and fun to look at because they’re creative. A post about its Chasing Aloha collection even comes with a playlist that’s ready to put you in the perfect mindset.
Solé also produces a series called Fixtape, curated playlists on Soundcloud from different artists. Perfect for summertime cruises along the boardwalk.
The most impactful ecommerce blog examples have these key elements
A key part of an organic marketing strategy is to build a blog, whether it’s educational, SEO driven (get traffic from Google!), simply fun, or chock full of stories from customers or influencers.
Organic marketing is when you advertise on your own channels, so you’re not paying for eyeballs—you’re creating content on your social media channels or your website without putting dollars behind them. That means it’ll take longer for folks to see your content, but as you gain traction, the traffic, or people coming to look at what you’ve created compounds on itself. Over time, potential customers will look at your content for free to help them make purchasing decisions, big or small.
You need to develop a blog strategy in order to get to your content to that point. Aside from developing your strategy, your blog posts will be more successful if they accomplish these four things.
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