---
name: ecommerce-copywriting
version: 1.0.0
description: >
  When the user wants to write copy for e-commerce websites, webshops, or online stores.
  Use when building product pages, product descriptions, checkout flows, category pages,
  transactional emails, cart copy, or any online store copy. Also use when the user mentions
  product description, checkout copy, e-commerce copy, webshop copy, abandoned cart email,
  or order confirmation. Covers single and bulk product descriptions, cart/checkout UX copy,
  trust signals, promotional copy, SEO meta content, and email sequences.
---

# 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](references/product-descriptions.md) for templates.

**Structure:**
1. **Title** — Clear, searchable, include key attributes
2. **Hook** — First line that stops the scroll
3. **Benefits block** — 3-5 key benefits with icons
4. **Story/context** — Why this product exists, who it's for
5. **Social proof** — Reviews, ratings, "X sold"
6. **Specs** — Collapsible or tabbed for scanners
7. **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](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](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:

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

2. **Build a formula**
   ```
   [Opening hook based on use case]
   [Primary benefit sentence]
   [Secondary benefit sentence]
   [Key specs as bullets]
   [Social proof if available]
   ```

3. **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](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](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)?

## Related References

- [Product descriptions deep-dive](references/product-descriptions.md)
- [Checkout flow copy](references/checkout-copy.md)
- [Transactional email templates](references/email-templates.md)
- [E-commerce SEO guide](references/seo-ecommerce.md)