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Conversion Optimization

eCommerce copywriting: 23 inspiring examples from the US

Looking for inspiration to write better eCommerce copy? Here are 23 eCommerce websites and why we love their copywriting styles!

eCommerce copywriting: 23 inspiring examples from the US

eCommerce copywriting can create lasting first impressions. 

That’s why it's important to write copies that encourage conversions. 

So, what exactly is eCommerce Copywriting? 

eCommerce copywriting is any text or written content created for an online store. Headlines, category pages, product descriptions, promo offers, landing pages — these are all places where copywriting can shine and help bring in more sales.

The goal of eCommerce copywriting is to explain the benefits of products while also helping your online website rank higher on search engines. It’s important to establish a presence, use persuasive words, promote the voice of your brand, and understand the psychology of what makes a customer purchase.

There’s a lot of advice on how to structure and write eCommerce copywriting. However, there’s no guarantee that one approach is better than the others. 

Now, let’s explore 23 eCommerce examples to write sales-ready copywriting.

23 eCommerce examples to write sales-ready copywriting

1. Happy Socks - Sound like a human (not just in headlines) 

When we talk about good eCommerce copywriting, most brands tend to focus more on the big picture - headlines, promotional banners, and pop-ups. 

But, they miss out on the little things. 

Brands often end up duplicating copies of the smaller elements from the internet or another online store. This creates a mix of writing tones. Privacy is very important for shoppers browsing online. They also like to know their data is protected and still get the optimum experience.  

Happy Socks makes a difference by writing a cookie message copy that tells shoppers about their cookie policy without being too robot-like and jargony.    

eCommerce copywriting: 23 inspiring examples from the US

The brand lets shoppers know they have a ‘choice’ and to exercise their rights accordingly. Furthermore, it adds a bit of whimsy in the copy with ‘learn more about our yummy cookies in our cookie policy.’

And they continue to write original copy in the extended details of the cookie policy so that it suits the brand’s identity.      

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Before you publish, make sure your tech and legal teams have reviewed the simplified version of the cookie policy. Also, update it annually so shoppers know their privacy is assured.  

2. Burrow - Don’t go overboard with ‘creativity’ 

Brands try to differentiate themselves by writing creative copy. However, some go too far and cause navigational difficulties. 

Shoppers either use the search on the search bar or browse through the dropdown menus to search for a product. 

For example, a visitor has come to your online store to shop for a product. However, some brand list products by original and creative names. This makes it confusing to know exactly what product it is.

Burrow skips the search bar on its online store. It makes it easy to navigate on the homepage with direct product category names but still adds a touch of experience. 

Instead of listing the categories as chairs, tables, mattresses, blankets, etc, Burrow lists them as subcategories. The main categories are listed as seating, living room, bedroom, etc. This way it’s a ‘creative’ copy without going overboard.  

It further breaks down the categories into sub-subcategories such as new, customer favorites, bestsellers, and by designer collections. 

eCommerce copywriting: 23 inspiring examples from the US

Once shoppers land on the product category or product page, Burrow has written the product names with adjectives such as a descriptor (4-piece lounger), or based on collection/designer name (cape house rug).   

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Keep category names between 2 and 26 characters and less than 50 characters. Also, make sure to skip the descriptors or adjectives in the slugs.   

3. Lush - Look at the trends

Trending and seasonal products are often the main bestsellers for many eCommerce brands.   

These products continually refresh an online store’s ‘look’. So whenever shoppers visit the website they see something new. This way they know that the store updates its catalog and that products are manufactured just for the ‘season’.  

Lush writes copy on its online store that relates to different seasons.  

eCommerce copywriting: 23 inspiring examples from the US

They have written copy to support the category like ‘Santa's workshop is officially open! From quintessentially Christmas scents to our signature festive favorites, we've got Christmas all wrapped up.’

Each product is titled with Christmas descriptors, for instance, Snow Fairy candle, 12 days of Christmas gift box, and bonfire bath bomb. Additionally, they have one-line descriptions relevant to the topic (again, Christmas) such as ‘Enter advent with twenty-five Lush products’, ‘The sweet scent of kindness’, and ‘crackle and spice’.   

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Write copy that tickles the bone. Humor, puns, and whimsical tones in website copy lend a personality to the brand and add some fun to a shopper's experience. 

4. Brixton - Describe product categories (select the ‘right’ keywords) 

Category copy is tricky to execute. 

A category copy explains the grouping of products on the page and offers guiding snippets about individual products.

Some brands just summarise products or list the products in the category. They think this will help their product page SEO. However, if shoppers are going to see just a list of products, then it will only add to the scrolling, interrupting the experience.

Brixton implements category copy that helps the shopper know what product they’re looking at and gets them excited to purchase the product.

See how they introduce the category with an engaging copy? They only utilised a primary keyword and show their inspiration and personality.

Furthermore, when shoppers click on a sub-category, the category copy changes accordingly. 

ConvertCart Pro Tip for eCommerce Copywriting 🚀

You can add internal links to the category copy to make navigation easier and increase the likelihood of smooth conversions. 

Link relevant subcategories with the use of anchor text. For example: ‘Explore the latest denim bags, linen bags, and vibrant totes’. 

Once clicked, shoppers can land on the particular subcategory. 

5. Snug - Nail the homepage hierarchy

With endless eCommerce brands to choose from, shoppers often wonder what makes your store different from others. This answer lies in your value proposition.

Since it takes a few seconds for shoppers to form a first impression of an online store, Snug displays its value proposition so that it’s the first thing they notice once they land on the homepage. 

They have written copy that blends benefits (free UK delivery in days) with features (easy to build) that gives a glimpse of what they promise in the first half. We love their headlines (the puns!) that seem to connect each section with the other (say goodbye to Sofa Suffering with Snug, shop till you flop, Snug in the wild)

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Show a homepage especially curated for the shopper. Gather the info from the keywords they used to land on your site, the kind of actions they take once they land on your site, and the responses to surveys on your site or feedback from review requests, etc. Then write a homepage copy that is familiar with these actions. For example, you can help visitors carry on from where they left off. Did they search for a product from the search bar but didn’t purchase it? Remind them that the product is being viewed by others. 

6. Glossier - Connect the different sections through the copy 

Headline copy to capture and keep a shopper’s attention. Also, you don’t want potential customers to overthink, particularly when it comes to first-time shoppers.

Glossier uses headline copy to carry the conversations as the shopper scrolls (first skin, second makeup). 

eCommerce copywriting: 23 inspiring examples from the US

7. Studs - Use ‘persuasive’ pop-up copy (not ) 

Shoppers usually find popups annoying. The Nielsen Norman Group survey reported that they are the most despised form of advertising today.

But every CRO expert will tell you to create pop-ups. And especially pop-ups with little copy so shoppers aren’t annoyed. 

However, this also means shoppers don’t know what ‘benefits’ they are signing up for.  

Likabilty or not, pop-ups are not going anywhere. So make it as conversion-friendly as possible. 

Studs designed a compelling pop-up that also gets to know the shopper's buying intent.   

eCommerce copywriting: 23 inspiring examples from the US

The pop-up’s copy is structured as a community element (join the STUDS fam), incentive (discounts), complementary benefits (early access to sales, product launches), an actionable option (I’m here for earrings, piercings, etc) with a privacy update (unsubscribe anytime).   

This way, brands can write copy that delivers what shoppers are expecting and more. 

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Opt for slide-in popups, opt-in bars, or banners instead of full-page popups to make the experience less intrusive. The pop-up copy can also be segmented by the webpage, customer history, and geological targeting. 

8. Brooklinen - Add subtle ‘urgency’ tactics 

Breaking news: shoppers know about your urgency tactics because they see them on every eCommerce site. 

It’s time to get smarter with “FOMO”. 

Brooklinen does urgency in copy without being too in your face. The eCommerce brand implements a limited offer with a separate category. It forces a shopper to jump on the deal as they’re fearful that the offer might not come again ever or anytime soon.

eCommerce copywriting: 23 inspiring examples from the US

In this example, Brooklinen is giving a 40% discount (incentive) on some products (stock up on limited-edition styles, seasonal favorites) with a hint of FOMO (before they’re gone for good!) and a final pitch (all items are final sale).  

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Remember to show the exact stock number to make it more effective than simply mentioning “in high demand” or “while stocks last”. This is because it makes it look genuine and the messaging copy credible.

9. Neuro - Give before you take 

Asking for referrals might seem like a far-fetched thing to do especially if a customer is a first-time shopper. However, there might be guest checkouts who are returning customers as well. 

Neuro does a referral program well with a reward-based system. 

eCommerce copywriting: 23 inspiring examples from the US

The copy for the loyalty program needs to be persuasive. Their main selling point is ‘Give 20$, Take 20$’ which offers 20$ vouchers to both the referred and the referrer as part of their loyalty program. It later delves into other benefits and incentives. 

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Utilize social media shares to increase brand engagement and reward customers based on their actions such as posting a story or a post and following the brand. You can let customers redeem the accumulated points with discounts, driving repeat business.   

10. Joy + Glee - How many form fields are too many? 

Many eCommerce brands ask us this question. 

Here’s our opinion on the less or more form fields debate: it depends. There’s no such thing as too short and too long forms.

It’s all about your business goals. But it’s still necessary to avoid form fatigue at all costs.

Joy + Glee sells a subscription-based shaving kit. They utilize a multi-step quiz to build the perfect kit for their customers. 

eCommerce copywriting: 23 inspiring examples from the US

Here’s why we love Joy + Glee quiz. Step 1 shows pink or teal with the corresponding color. Step 2 shows how often a shopper shaves with prompts (the ‘recommended’ under a few times a week, delivers every two months). Step 3 has a headline that relates to the brand (add some glee to your joy). It also adds a small product description under the product to entice shoppers.  

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Add a visual element to the quiz in terms of colors, illustrations, or graphics that suit your brand guidelines relevant to the copy. 

11. Worn Wear - Personalize CTA copy  

Personalized CTA buttons speak directly to your target audience. Personalized calls to action perform 202% better than basic CTAs.

They instantly grab attention and take the shopper where they wanted to go, skipping any confusion in navigation. 

Worn Wear pitches their trading with two unique CTA copies: ‘Start My Trade-in’ and ‘Why Trade-in?’. For example, a CTA for a first-time visitor (why) will be different from the one for a lead (start).

ConvertCart Pro Tip for eCommerce Copywriting 🚀

A compelling CTA typically has a limit of 30 characters, including spaces, or about two to five words. 

12. My Topicals - Perfect the About Us page copy 

It isn’t just another page on your eCommerce website - it’s your opportunity to get your business narrative right.

My Topicals builds an authentic narrative that explores a problem statement and then goes on to talk about how the brand is helping solve that problem.

Apart from the unique placement of different elements on the about us page, My Topicals has written some great compelling copy. It sums up their mission to show inclusivity (made for every shade), shows their advocacy for mental health, recounts a personal story (who cares, looks fade), and smoothly blends in the science (peer-reviewed clinical studies).  

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Go ahead and list the logos of clients you’ve worked with or state quotes. Typically, shoppers feel more certain when they see established and trustworthy names appear on your about us page. 

13. Partake Food - Elaborate to help, not just to seem ‘nice’  

Apart from an About Us page, brands can also create separate landing pages to showcase ‘behind the scenes’.

Some brands delve into the manufacturing process or the thought process. Some talk about their company culture and their employee programs. 

Partake Food’s whole mission is to curate vegan and allergy-free products that are safe to consume. Customers who are searching for such products might often look at the ingredients list to ensure they don’t accidentally eat something that harms their health. The online brand builds trust and assurance with a webpage dedicated to the ‘ingredients’ they do use.         

They briefly talk about their mission above the fold. After one scroll, they have visually listed the ingredients with a small UX element. Once you click on the ingredient, a pop-up introduces the ingredient with its origins and nutritional information. This can help a shopper understand the main ingredients of most of the products and shop in the store with knowledge.   

ConvertCart Pro Tip for eCommerce Copywriting 🚀

Interlink your webpages to product pages through CTAs so shoppers are directed to a shopping journey. For such CTAs, simpler copies such as ‘Explore Now’ or ‘View Product’ work better.   

14. Fiesta Factory Direct - Show your credits 

Testimonials, reviews, and quotes go a long way in establishing trust and credibility. You can also show trust symbols and signs to assure shoppers.   

Fiesta Factory Direct has a detailed about us that has an ‘As seen in’ section (headline copy - Now Starring Fiesta) to show where their products have been featured in. 

15. Hey Humans - Highlight copy to capture attention 

Sometimes, copy needs a little nudge. Convey less through words, and more through indicative symbols & signals. 

Hey Humans uses some animation to highlight the main points of the copy. 

16. Bathing Culture - Yet another boring FAQ page? Nope 

eCommerce brands try their best to write engaging webpage copy. However, when it comes to the FAQ page, they tend to fall back on templates.

Bathing Culture avoids this trap by flexing its personality. By getting ‘personal’, they have humanized a page that’s almost always created as an afterthought.    

The brand lists the usual questions (order status, shipping, refunds) with some unique takes such as ‘Tell us about your favorite bathing experience’ and ‘Your packaging and branding are incredible! Who are your design heroes or where do you look for inspiration?’.

The answers to these questions have been beautifully crafted and sound more like you’re talking to your best friend rather than a ‘business’.

ConvertCart Opinion on eCommerce Copywriting for FAQ 💡

Many brands try to include them on the product pages rather than direct shoppers to a whole other webpage. We say, keep the FAQ page as well. It’ll support your SEO endeavors (Google loves it when you help) and also helps a customer who’s looking to fully understand your policies before purchasing.    

17. Fresh - Don’t overwhelm shoppers with product page copy 

Understandably, you want to talk about your product. 

Hit pause. 

First, put yourself in the shopper’s shoes and answer these questions:

- What would help a customer know the product better?  

- How would the customer know how to use the product?

- What other information about the product would the customer be better off knowing?

- What would help them act on the next steps?

Fresh reduces cart abandonment by offering shoppers more reasons to continue browsing or head straight to make a purchase - by telling a good brand story, by engaging through stunning visuals, and by recommending related products that a shopper would be interested in.

The product page is divided into sections - What it is, Why you need it, Benefits, Key Ingredients, Proven Results, Before & After, How to use, Complete your routine, etc. 

Furthermore, the brand showcases some of the product page copy in the image gallery so that it doesn’t overwhelm shoppers.      

eCommerce Copywriting ConvertCart Pro Tip 🚀

Write the product description in an inverted triangle, which ensures that every element helps build up momentum toward the CTA while eliminating every possible distraction.

18. Welly - Experiment with product info placement  

Throw out the rule book and experiment with product description positioning.   

Welly shifts the CTA button up and adds a copy that supports the product description. 

19. Naked Cashmere - Guide shoppers with product copy 

A well-designed product information page will include all of the details and guide them to make a better purchasing decision. 

Naked Cashmere shows its expertise with a dedicated 3-point webpage that elaborates on its main product.   

Their headline copies are great page dividers - ‘Ensure your Cashmere is Sourced Responsibly’, ‘Ply, Gauge and Weight -- Why It All Matters’, ‘If the Prices Seems Too Good to Be True, Double Check the Fabric Content’.  

eCommerce Copywriting ConvertCart Pro Tip 🚀

Use sensory words rather than just overflowing descriptions with adjectives. Remember, more verbs, and fewer adjectives. 

20. Krave Jerky - Overcome customer objections  

When it comes to buying from a new brand, shoppers are often hesitant and need encouragement to make a purchase.   

Krave Jerky uses a section that clearly defines why they are ‘different’ with compelling copy.  

21. Cocofloss & Kohl Kreatives - Show you care 

Customers care that you care. So it’s necessary to show what you are doing for the environment, culture, and/or community. 

Cocofloss has a clickable copy on the header (33,383 B of plastic cleaned up) that shows their sustainable efforts in a dropdown complete with a counter.  

Kohl Kreatives is a gender-inclusive brand and has a whole webpage that shows how they support the transgender community, free workshops for those experiencing cancer, and online tutorials to help support those with motor disabilities to use these brushes and access disability-inclusive brands. 

22. FarFetch - Don’t just write for SEO

A product listing page is where customers will come to browse and shop for your products.

FarFetch offers a quick description of the nature of the products between the header and the start of the product line.

When shoppers hover over the product image, they get stock and availability information through dynamic copies so they can quickly assess without having to go to the product page. 

eCommerce Copywriting ConvertCart Pro Tip 🚀

Trigger action with scarcity, shipping, and pricing tags on product listing images.  

23. Focus on the little copies 

Copy should prompt and help in navigation. Here are some examples of how to execute the smaller copies to drive more sales. The Ordinary adds some first-person copy to the shopping cart. 

Hello Tushy flexes their funny bone in the chat box. 

Everyday Humans implements dynamic tabs so that when a shopper goes to another tab then the meta title copy changes to ‘don’t miss out’.   

Over to you

eCommerce copywriting come a long way in the past decade. Combine your marketing know-how with the tips above to give your eCommerce copywriting a boost of conversions. 

Keep in mind your unique audience and what products your online store is selling. You can use the above brands as inspiration to test new webpage copywriting and see how they impact your metrics and customer analytics. 

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