E commerce content strategy: the keys to success

In the world of online retail, the battle for visibility is now won through content. With catalogues often containing tens of thousands of products, e commerce businesses face a major challenge: how do you create quality content for every product page, category and search facet? The answer lies in a structured e commerce content strategy, driven by data and powered by personalised AI.

This article focuses on the unique aspects of e commerce and complements our editorial strategy guide, offering a sector-specific perspective.

The unique features of e commerce content

Unrivalled content volume

E commerce stands out for the sheer scale of content required. Where a showcase website might need just a few dozen pages, an online shop must manage thousands, even tens of thousands, of unique content pieces. Naturalforme, for example, manages 5,000 products and 250 categories, each requiring optimised content.

This scale demands a radically different approach to content production. The traditional “keyword by keyword” method is no longer feasible: you must industrialise creation while maintaining quality and brand consistency.

The semantic cocoon in e commerce

The semantic cocoon concept is especially relevant for e commerce. For instance, consider a keyword like “garden furniture”: 165,000 monthly searches for the main term, but over a million searches when including all variations (“wooden garden furniture”, “metal garden furniture”, “rattan garden furniture”, “garden furniture for 6 people”, and so on).

For an e commerce business, capturing only the main keyword’s traffic means missing out on 85% of the potential. An e commerce content strategy should therefore cover all facets to maximise visibility for purchase intent.

Types of e commerce pages and their intent

Each e commerce page format matches a specific search intent, which determines the type of content needed:

How to succeed with your e commerce content strategy: the SEO storytelling approach

Beyond technical optimisation, the most successful e commerce businesses are those who master the art of SEO storytelling. This means weaving a narrative into every piece of content, turning simple product descriptions into engaging experiences that capture the attention of both search engines and shoppers.

The pillars of e commerce SEO storytelling

1. Brand story as the golden thread

Your brand identity should shine through in all content, from the homepage to the simplest product page. This narrative consistency boosts memorability and trust. For an artisan brand, this means highlighting the creators’ expertise; for a sports brand, it’s about embodying values such as achievement and performance.

Personalised AI excels at this: once trained on your brand universe, it faithfully reproduces your tone and key messages throughout the catalogue, ensuring a narrative consistency impossible to achieve manually across thousands of products.

2. Product storytelling: beyond technical features

An effective product page does more than list specifications. It tells a story: the problem solved, the everyday usage, the transformation it brings to the customer’s life. This approach addresses both SEO criteria (rich, unique content) and buyer expectations (envisioning real-life use).

Structure of a storytelling-led product page:

 
• Emotional hook: a sentence connecting with the customer’s need or desire
 
• Usage context: concrete scenarios where the product adds value
 
• Benefits before features: what the customer gains, then how
 
• Social proof: testimonials and reviews validating the promise
 
• Contextual call to action: an invitation that fits the story

3. Narrative journey through the catalogue

SEO storytelling for e commerce doesn’t stop at individual pages. It shapes the entire customer journey throughout your catalogue:

 
• Category pages: set the context and stakes (“Why choosing the right mattress matters”)
 
• Facet pages: refine the narrative by criteria (“Firm mattress: for whom, and why?”)
 
• Product pages: embody the solution (“This Emma mattress offers you ...”)
 
• Buying guides: educate and position the brand’s expertise

This narrative mesh naturally guides users along their buying journey while strengthening semantic relevance in Google’s eyes.

Storytelling and SEO: a winning combination

Storytelling is not at odds with SEO—quite the opposite. Narrative content naturally delivers:

 
• Longer reading time: a positive signal for Google (user engagement)
 
• Rich and varied vocabulary: broader semantic coverage
 
• Unique content: stand out from copy-pasted manufacturer descriptions
 
• Shares and backlinks: stories inspire more than feature lists
 
• Improved conversion rates: emotional connection encourages purchase

Scaling storytelling with personalised AI

The challenge for e commerce storytelling is scaling. How do you keep your narrative engaging across 10,000 product pages? Personalised AI provides a practical solution.

Unlike generic AI that produces bland, interchangeable text, personalised AI incorporates:

 
• Your editorial guidelines and brand tone of voice
 
• Your narrative angles and unique selling points
 
• Usage scenarios specific to each product category
 
• Elements of social proof and reassurance

The result: thousands of pieces of content all telling your brand story, uniquely adapted for each product. Spartoo confirms their personalised AI-generated content is indistinguishable from human writing, while maintaining narrative consistency across their catalogue.

Producing e commerce content: the personalised AI revolution

The economic challenge of large-scale content production

Historically, e commerce businesses faced a dilemma: invest heavily in human copywriting (hundreds of pounds per article, a minimum of three hours’ work) or settle for generic, undifferentiated content. With catalogues of 10,000 to 50,000 products, it was simply impossible to cover everything manually.

This paradigm has been overturned with the arrival of personalised AI. Unlike generic AI (ChatGPT, Gemini) that creates content with no brand identity and requires manual rewriting, personalised AI generates content that is ready to publish, aligned with your editorial guidelines and SEO objectives.

Strategic split: human vs AI for e commerce

The optimal strategy combines human and AI strengths based on the strategic value of each content type:

Personalised AI meets Google’s requirements

Google has made it clear that only content quality matters, regardless of how it’s produced. Personalised AI-generated content performs as well as, if not better than, human content as it systematically includes target keywords, follows optimal SEO structure, and maintains brand consistency throughout the catalogue.

Incremys client data confirms this: pages produced by personalised AI see, on average, 130% more impressions and 63% more clicks compared to previous content, with similar results internationally.

Methodology: building your e commerce content strategy

Step 1: Catalogue audit and prioritisation

The first step is to map out all content opportunities in your catalogue:

 
• Inventory of existing pages: product pages, categories, facets currently indexed
 
• Semantic gap analysis: high-volume keywords not covered by your catalogue
 
• Competitor analysis: competitor rankings for your key search queries
 
• Scoring by business potential: cross-referencing search volume × margin × conversion rate

Step 2: Defining content architecture and narrative line

An effective e commerce content architecture organises pages according to a semantic cocoon logic, underpinned by a consistent narrative line:

 
• Pillar pages (main categories): long, comprehensive content setting the narrative context
 
• Cluster pages (facets and subcategories): targeted content expanding the story on specific variations
 
• Product pages: conversion-focused content embodying the brand promise
 
• Supporting content (guides, comparisons): informational content reinforcing expertise

Internal linking between these levels boosts topic authority and guides users on a narrative pathway towards conversion.

Step 3: Large-scale production and deployment

Production is organised into two parallel workflows:

Human workflow (strategic content):

 
• Writing main category pages with brand storytelling
 
• Creating buying guides showcasing expertise
 
• Optimising best-selling product pages with premium storytelling

Personalised AI workflow (high volume content):

 
• Automated generation of catalogue product pages with brand tone
 
• Rolling out facet pages from main categories
 
• Creating local pages based on a validated narrative template
 
• Producing marketplace content in line with platform constraints

Step 4: Ongoing measurement and optimisation

Key KPIs to monitor for e commerce content:

Case studies: real-world results in e commerce

Spartoo: 16× faster content production

Context: Spartoo, Europe’s leading online retailer for shoes and accessories, needed to optimise a catalogue of tens of thousands of products. The challenge: produce quality content at scale without a massive team of copywriters.

Strategy implemented: A hybrid approach where the SEO team focuses on strategic pages and top products, while personalised AI generates content for the rest of the catalogue, perfectly following brand guidelines and editorial tone.

Results achieved:

 
• 16× faster editorial production
 
• £150,000 saved on copywriting in eight months
 
• 742 product pages generated, averaging 740 words per page
 
• Equivalent to two years’ work for a full-time copywriter

 "For us, Incremys means a 16× acceleration: I produce four times more content, it costs a quarter to produce and is four times faster. Honestly, I couldn’t even tell the difference between my own writing and what’s generated by Incremys personalised AI."     — Corentin Fremy, Acquisition Manager, Spartoo  

Naturalforme: optimising 5,000 products with a small team

Context: Naturalforme, a specialist e commerce retailer for natural and organic products, had to manage 5,000 products and 250 categories with a small team. The pace of production was intense between the blog and the online shop.

Strategy implemented: Use of personalised AI to address lack of time and human capacity. The AI is inspired by existing content to maintain brand consistency, while the team focuses on regulatory checks specific to the health sector.

Results achieved:

 
• 5,000 products and 250 categories optimised
 
• Significant time savings on rewriting existing content
 
• Automated addition of missing trending keywords
 
• Equivalent to an additional full-time role dedicated to SEO

 "Incremys is the ideal tool for small teams. It’s like having an extra full-time SEO person, doing the analysis before, during and after!"     — Fanny Magréault, Product Manager, Naturalforme  

Maison Berger Paris: SEO becomes the second acquisition channel

Context: Maison Berger Paris, a French premium home fragrance brand, aimed to develop their SEO channel to reduce reliance on paid media in a highly competitive sector.

Strategy implemented: Deployment of a comprehensive SEO strategy combining technical audit, semantic optimisation, and use of personalised AI to massively accelerate production while maintaining premium editorial quality in line with the brand’s luxury positioning and refined storytelling.

Results achieved:

 
• SEO became the second acquisition channel
 
• 20% of revenue generated through SEO
 
• Copywriting time cut by a factor of five
 
• Double-digit growth on the French site

 "Thanks to Incremys, SEO is now our second acquisition channel. In 2024, the French site achieved double-digit growth: SEO represents around 20% of our turnover."     — David Sérandour, Digital Director, Maison Berger Paris  

Looking ahead: from SEO to GEO for e commerce

The search landscape is undergoing a major shift with the rise of GEO (Generative Engine Optimisation). Generative AI engines like ChatGPT, Perplexity, or Google’s AI Overviews are profoundly changing how consumers search for and discover products.

For e commerce, this shift means:

 
• Exhaustive semantic coverage: AI generates dozens of sub-queries for each question; your catalogue must cover the entire semantic field
 
• Presence on third-party platforms: customer reviews, Reddit, YouTube are now primary sources for AI recommendations
 
• Structured and factual content: AIs favour sources offering precise, comparable, verifiable information
 
• Authentic storytelling: AIs value original content offering a unique perspective

E commerce brands that invest now in a comprehensive, data-driven content strategy amplified by personalised AI will be well positioned for this new search era.

FAQ: e commerce content strategy

Fundamental questions

What is an e commerce content strategy?

An e commerce content strategy is a structured approach to designing, organising and publishing content tailored to the specific needs of online shoppers: optimised product pages, category and facet pages, buying guides, product comparisons and marketplace content. The aim is to generate qualified organic traffic, convert visits into sales and build customer loyalty.

How is it different from a classic editorial strategy?

An e commerce content strategy is different in three ways: scale (thousands of pages versus a few dozen), conversion focus (every piece of content must guide towards purchase), and semantic cocoon structure (category pages → facets → products). It forms part of the overall editorial strategy but with specifics unique to online retail.

How much content do I need to produce for my e commerce site?

The answer depends on your catalogue and ambitions. As a rule of thumb, every product needs an optimised page, every category needs a pillar page, and each relevant facet (brand, material, size, colour, etc.) requires a dedicated page. For a catalogue of 1,000 products with 50 categories and 10 facets per category, this could mean 1,500+ unique content pieces.

Storytelling and differentiation

What is SEO storytelling in e commerce?

SEO storytelling means weaving a narrative into your e commerce content. Rather than just technical descriptions, you tell the product’s story: the problem it solves, the experience it offers, the transformation it brings. This approach produces unique content, boosts user engagement and strengthens brand recall.

How do I incorporate storytelling into my product pages?

Structure your pages in five steps: an emotional hook connecting to the customer’s need, concrete usage scenarios, benefits before technical features, social proof (reviews, testimonials) and a contextual call to action. Personalised AI can reproduce this narrative structure throughout your catalogue.

Is storytelling compatible with SEO?

Absolutely. Narrative content naturally delivers a rich vocabulary (better semantic coverage), longer reading time (positive engagement signal), unique content (differentiation from manufacturer descriptions), and more shares. Storytelling and SEO reinforce each other.

How can I make my content stand out from competitors?

Enrich your pages with unique narrative elements: usage tips based on your expertise, customer stories, specific usage contexts, and a unique brand angle. Personalised AI can systematically integrate these across your catalogue while maintaining your tone of voice.

Content production

Can I use AI to write my product pages?

Yes, provided you use personalised rather than generic AI. Personalised AI incorporates your brand identity, product data, storytelling and editorial guidelines to generate content that’s ready to publish. Spartoo produced 742 product pages averaging 740 words each, which their Acquisition Manager says are indistinguishable from human writing.

Does Google penalise AI-generated product pages?

No. Google assesses content quality, not how it’s produced. Personalised AI content that adds value (comprehensive information, relevant advice, engaging storytelling) performs as well as human content. Incremys clients see 130% more impressions and 63% more clicks on their AI-optimised pages.

Which content should be handled by humans and which by AI?

Reserve human copywriting for strategic content: homepage, main category pages, best-seller product pages, and expert buying guides. Delegate high-volume content to personalised AI: catalogue product pages, facet variations, local pages, and marketplace content. The human sets the strategic narrative base, the AI scales it faithfully.

How long does it take to produce content for my entire catalogue?

With a traditional 100% human approach, allow at least three hours per quality piece—so for a large catalogue, this can take years. With personalised AI, an Incremys client generated 742 pieces (497,245 words) in just a few days. The limiting factor becomes validation and integration, not production.

Types of e commerce content

How do you optimise a product page for SEO?

An SEO-friendly product page includes: an H1 title with the main keyword, a unique description of 300+ words including storytelling and benefits, optimised title and meta description tags, structured data (Schema.org Product), images with descriptive alt attributes, and customer reviews to enrich the content.

Should I create a page for every search facet?

Yes, if the facet matches a real search intent with significant volume. “Nike women’s running shoes” warrants a dedicated page (clear commercial intent). However, avoid pages for combinations with no search volume—they’ll dilute your crawl budget.

What’s the ideal length for e commerce content?

Optimal lengths vary by page type: 300–500 words for a standard product page, 500–1,000 words for a best-seller page with developed storytelling, 1,000–2,000 words for a category page, 200–400 words for a facet page, 1,500–3,000 words for a buying guide. Always prioritise added value over pure quantity.

Results and ROI

What ROI can I expect from an e commerce content strategy?

Results vary by sector and initial SEO maturity. Incremys clients typically see: two to three times more organic traffic in 12 months, SEO accounting for 15–20% of total turnover, £50,000–£150,000 saved on copywriting costs. Maison Berger Paris, for example, grew their SEO turnover to 20% of total turnover with double-digit growth.

How long before I see results?

Initial effects appear within two to three months (indexation, first rankings). Significant results show between six and twelve months. Most well-ranked pages on Google are over two years old. An e commerce content strategy is a medium- to long-term investment, but its effects are lasting and cumulative.

How do I measure the impact of my e commerce content strategy?

Track these key KPIs: organic traffic on product/category pages, catalogue indexation rate, ranking for commercial keywords, time on page (a sign of engagement with storytelling), SEO conversion rate, and revenue generated from organic traffic.

Practical implementation

Where should I start with a catalogue of thousands of products?

Prioritise by business value: identify the 20% of products generating 80% of turnover, optimise these pages and their associated categories with focused storytelling first. At the same time, roll out personalised AI for the rest of the catalogue. This approach delivers fast impact on turnover while building comprehensive coverage.

How do you maintain brand and narrative consistency across thousands of content pieces?

Personalised AI is trained on your editorial guidelines, existing content, brand storytelling and guidelines. It reproduces your tone, vocabulary, narrative angles and sales arguments consistently throughout your catalogue. Spartoo confirms their AI content is indistinguishable from internal copywriting.

Do you need a dedicated team to manage e commerce content?

Not necessarily. Personalised AI enables a small team to manage a massive catalogue. Naturalforme optimises 5,000 products with a small team thanks to automation. The key is having someone to steer the strategy, define the narrative line and approve strategic content.

How do you manage marketplace content (Amazon, Cdiscount)?

Marketplaces impose specific format requirements (length, structure, forbidden keywords). Personalised AI can be configured to meet these requirements and generate content tailored to each platform while maintaining your brand tone. This allows you to fully automate marketplace content production.

Trends and future developments

How do I prepare my e commerce site for GEO (Generative Engine Optimisation)?

GEO demands exhaustive semantic coverage because AIs generate dozens of sub-queries per question. Invest in large-scale content production with personalised AI, develop your presence on third-party platforms (reviews, YouTube, Reddit), structure your product data, and enrich your storytelling to stand out in AI responses.

Will product pages disappear with conversational AIs?

No, but their role is changing. Conversational AIs draw on existing content to formulate recommendations. Rich, structured, factual product pages with authentic storytelling fuel AI responses and generate citations. The challenge is no longer just Google rankings but also being present in AI assistant answers.

Is storytelling still relevant in the age of AI?

More than ever. As generic AI can produce standardised descriptions, storytelling becomes the main differentiator. Authentic, narrative-driven content conveying a brand vision will be prioritised by AI engines as they offer a unique perspective that cannot be automatically reproduced.

For more insights on webmarketing, SEO, content strategy and automation, visit the Incremys Blog.