Exploring Content Marketing Trends in Ecommerce for 2023

When COVID-19 wreaked havoc on the planet, retail stores were shut down and consumers were forced to do everything at home — including shopping.

The result? Retail e-commerce increased by 26.4% to a whopping $4.248 trillion in 2020.

Consumers seemed to enjoy their online experience so much that, three years after the pandemic, they’re shopping more on the web than they did before COVID.

This is just one of the ecommerce trends that will shape the industry in 2023.

Whether you’re a seasoned content marketer or just dipping your toes into the vast ocean of ecommerce, staying ahead is crucial.

That includes knowing the latest movements in the e-commerce space and how content marketers are creating compelling content for their online clients and customers.

We’ll discuss data-driven storytelling, voice search, the rise of AI technology, and other content marketing trends in ecommerce. We’ll also look into emerging content pieces such as podcasts, short-form videos, augmented reality, and interactive content that captivates audiences.

Let’s take a peek into the future with these content marketing trends in ecommerce.

Table of Contents: Content Marketing Trends in Ecommerce

Data-Driven Stories in Content Marketing

As we dive into 2023, data-driven stories are becoming the lynchpin in effective content marketing strategies.

This approach is all about crafting killer narratives based on real-world data and case studies.

Data-based stories are emerging as a powerful tool for standing out in an oversaturated market. With over 2.75 million posts published daily on WordPress alone, it’s becoming increasingly challenging to capture and retain audience attention.

Creating compelling content that resonates with your target audience is no longer just about crafting well-written blog posts or producing engaging video content. The latest trends point towards the importance of leveraging firsthand data to tell captivating stories that not only inform but also drive sales and foster customer loyalty.

The Power of Data-Based Stories

  • Data storytelling allows you to provide valuable information while simultaneously enhancing the user experience through interactive content.
  • Data-driven narratives can help improve search results visibility by aligning SEO efforts with quality content creation, thereby driving organic traffic to your ecommerce site.
  • A well-crafted data story can significantly enhance social commerce by encouraging users to share your post across various social media platforms — effectively turning every share into a potential customer referral.

To maximize these benefits, developing a robust content strategy is crucial. This involves identifying business goals, analyzing existing content performance, and refining strategies based on insights taken from data analysis.

Remember: Your goal isn’t merely to create more pieces of mediocre content; instead, focus on creating fewer but high-quality data-based stories that resonate deeply with potential customers and inspire them to take action.

Beyond simply incorporating numbers into your narrative, effective use of data in storytelling requires subject matter expertise combined with creativity. Consider employing professional content creators, who have both industry knowledge and proficiency in weaving complex datasets into accessible narratives which engage readers emotionally while informing them intellectually.

Screenshot from Venngage

Multilingual SEO

The increasing globalization of e-commerce has led to a significant trend in content marketing: the rise of multilingual SEO and video content. Traditional methods such as simply translating websites, product descriptions, or blog posts are no longer sufficient for businesses aiming to drive sales on an international scale.

International content marketing strategies, which involve creating or adapting content with linguistic and cultural nuances in mind, are becoming increasingly crucial for a successful global SEO strategy.

To ensure effective key phrase research, image tagging, and building domain authority globally, companies are investing more in professional translation services that provide not only language-specific but also culturally relevant adaptations of their existing content. This practice helps improve user experience by providing targeted and engaging content suited to different regions around the world.

In developing your content marketing strategy, it’s essential to tailor your efforts according to your specific niche. The aim is not just to produce any type of localized material; instead, the focus should be placed on creating compelling interactive pieces that resonate with potential customers within their respective cultures.

The Rise of Voice Search

Voice search is currently one of the fastest-growing content marketing trends in ecommerce, and it’s definitely creating a buzz. As an e-commerce business owner, you absolutely cannot afford to miss out on this opportunity.

Voice search optimization is no longer just a concept; it’s an essential component for any brand striving to remain at the forefront of SEO.

Studies show that over 50% of all searches will be done through voice by 2023. This means that if you’re not optimizing your content marketing efforts for voice search, you could be missing out on half the potential traffic to your site.

In order to rank well in voice searches, it’s important to focus on creating high-quality content that answers common questions related to your products or services.

Experts suggest using long-tail keywords and conversational phrases within your content.

If done correctly, combining quality content with proper SEO can help improve visibility online, especially when consumers use their voices rather than typing queries into Google. 

Remember, every word matters, so make sure they count.

Source: Thrive My Way

VR-Style Images

One of the emerging content marketing trends in ecommerce is VR-style images. The adoption of these interactive content types has been slow for small businesses due to budget constraints. However, platforms like Shopify are making it easier by introducing features that allow main product images to be displayed as 3D or video.

This innovative approach can significantly enhance the user experience on ecommerce sites, providing potential customers with a more immersive view of products before they make a purchase decision. For businesses, this represents an exciting opportunity to drive sales and improve customer loyalty through our content marketing efforts.

Incorporating VR-style imagery into your existing content strategy could revolutionize how you present your products online. It allows customers not only to see but also to interact with products virtually – almost as if they were physically examining them in-store. This level of engagement goes beyond static photos or even traditional video demonstrations; it creates a dynamic shopping experience that encourages conversions.

To effectively integrate such advanced visual elements into your website without compromising load times or SEO efforts requires careful planning and execution.

YouTube/TikTok Marketing

Video content has emerged as a powerful tool for businesses to engage with their audience. The surge in popularity of platforms like YouTube and TikTok among younger demographics is hard to ignore, especially when considering your content marketing strategy.

TikTok witnessed an impressive 180% growth rate among users aged between 15-25 in 2022, according to Statista. This indicates a clear shift towards video-based social media platforms that are being embraced by the latest generation of potential customers.

Crafting engaging content for these channels can be challenging due to the need for consistent video creation and developing compelling narratives within limited timeframes. However, overcoming this hurdle could result in significant rewards in terms of brand visibility and customer engagement.

The goal moving forward should not just be about producing more videos or generating organic traffic, but also about establishing strong connections with your viewership on these platforms, which will eventually drive sales and foster customer loyalty.

However, don’t just start posting on a channel because “everyone’s doing it.” What matters more is whether your audience actually uses/hangs out on that channel.

For example, at Content at Scale, we maintain a presence on YouTube, but not on TikTok — overwhelmingly, our users prefer longer videos, so that’s the platform where we show up.

content at scale on youtube

It’s essential not only to consider existing popular social media channels when planning your marketing strategy but also to keep an eye out for emerging ones like TikTok that offer fresh opportunities for connecting with your audience.

Source: Tidio Click to Tweet

Podcasts and Short-form Videos

The rise of podcasts and short-form videos in the ecommerce content marketing landscape is undeniable.

22% of all internet users now listen to podcasts. Meanwhile, the most popular short-form video platform, TikTok, is nearing 1 billion users worldwide. These stats highlight how consumers are increasingly turning to these formats for entertainment, education, and product discovery.

Let’s explore how you can leverage these mediums for creating content that clicks:

  • Engage with your audience: Podcasts and short-form videos allow for direct interaction and engagement with your audience, creating a more personal connection.
  • Show your expertise: Use these mediums to showcase your knowledge and establish yourself as an authority in your industry.
  • Tap into the power of storytelling: Podcasts and short-form videos provide a platform to tell compelling stories that resonate with your target audience.
  • Optimize for SEO: Don’t forget to optimize your podcast and video titles, descriptions, and tags to improve your search engine rankings.
  • Collaborate with influencers: Partnering with influencers in your niche can help you reach a wider audience and boost your brand’s visibility.
  • Repurpose your content: Turn your podcast episodes into blog posts or create snippets from your videos to share on social media, maximizing your content’s reach.
  • Stay consistent: Regularly release new episodes or videos to keep your audience engaged and coming back for more.

Source: Insider Intelligence

Augmented Reality

The future of ecommerce is here, and it’s called Augmented Reality (AR).

AR enables customers to interact with products in a more engaging way, resulting in higher conversion rates.

Think about this: Instead of just looking at product images on your website, customers can virtually try them out in their own space.

Studies show that AR increases conversion rates by giving a more realistic view of products before purchase.

VR images example - warby parker

Warby Parker integrates AR technology into their mobile app with their Virtual Try-On feature

Why AR Matters for Ecommerce Brands

In the competitive world of online selling, standing out from the crowd is crucial. And AR helps you do just that.

It offers an interactive element to digital shopping that traditional retail can’t provide. This interaction leads to more time spent on your site and ultimately higher sales conversions.

How to Implement AR in Your Content Efforts

The first step towards implementing augmented reality in your content creation is understanding its potential benefits for your business.

  1. Create detailed 3D models or animations for each product category with Shopify’s new 3D Warehouse feature so shoppers can see them in real life using their phone camera.
  2. An alternative option would be partnering with specialized AR development companies.
  3. Promote your unique shopping experience across all marketing channels.
  4. Educate consumers about how they can benefit from using augmented reality when buying from you.

Remember, integrating innovative technologies like AR into your digital strategy doesn’t just enhance user experiences but also sets you apart as a forward-thinking brand.

User-Generated Content

User-generated content (UGC) can help you win the trust of consumers.

The beauty of UGC lies in its authenticity – people trust people more than brands.

When customers share their experiences with your products, it carries more clout than if you were to make the same statement yourself.

And this isn’t just conjecture; according to a study by Stackla, 79% of people say UGC highly impacts their purchasing decisions.

Fostering a sense of community around your brand can also increase loyalty among your customer base.

Encourage them to share reviews or experiences with hashtags related to your brand or even run contests where the best photo featuring one of your products wins something special.

This not only gets people talking about you but also provides fresh new content for future marketing efforts – all while boosting sales conversion rates.

A great example is how GoPro encourages its users to upload videos shot on their cameras for a chance to be featured on their official channels.

user generated content - gopro awards

Screenshot from GoPro

Kickstarting your ecommerce strategy with user-generated content is a smart move that can reap significant rewards.

You can start small, maybe with an Instagram contest or simply by encouraging customers to leave reviews after purchase.

The important part here is to begin somewhere because the benefits are clear and undeniable.

Source: Embed Social

AI-Powered Content Marketing

The evolution of AI technology is reshaping the landscape of content marketing, with Google’s RankBrain algorithm leading the charge by utilizing AI to optimize search results.

One of the hottest content marketing trends in ecommerce is the emergence of AI tools for creating content, including articles and intricate visuals. These apps are helping content marketers create content at scale without stretching their marketing budgets.

Thanks to artificial intelligence, you can now fine-tune your copy with Grammarly or Wordtune, or optimize your overall authority through competitor analysis and keyword research with MarketMuse.

You can even write entire articles with an AI writer like Content at Scale!

Let’s break down how these tools work:

  • Grammarly: A widely used tool among writers to check grammar and typo errors while writing online posts. Grammarly also offers suggestions to improve your sentences.
  • Wordtune: An extension that helps you rewrite sentences without changing their original meaning, making it easier for readers to understand what you’re trying to convey.
  • MarketMuse: An intelligent platform offering services ranging from SEO insights and recommendations based on data analytics algorithms developed specifically for digital marketers aiming to drive sales and increase organic traffic from multiple marketing channels, including social media posts and email marketing.
  • Content at Scale: A powerful end-to-end publishing tool that specializes in generating long-form, SEO-driven content on any topic. Get a 3,000-word blog post within minutes from a single keyword input!

These valuable resources can help streamline your efforts towards producing high-quality targeted content pieces consistently, thereby increasing customer engagement and ultimately sales.


Keeping up-to-date with the latest content marketing trends in ecommerce is crucial for brands to stay competitive in today’s digital landscape.

By utilizing data-driven storytelling, adapting to voice search, leveraging AI technology, embracing podcasts and short-form videos, incorporating augmented reality, and building trust through user-generated content, ecommerce businesses can effectively engage their target audience and drive conversions.

Photo of author

About the author

Julia McCoy

Julia McCoy is an 8x author and a leading strategist around creating exceptional content and presence that lasts online. As the VP of Marketing at Content at Scale, she helps marketers achieve insane ROI (3-10x their time back at 1/3rd the cost) in a new era of AI as a baseline for content production. She's been named in the top 30 of all content marketers worldwide, is the founder of Content Hacker, and recently exited her 100-person writing agency with a desire to help marketers, teams, and entrepreneurs find the keys of online success and revenue growth without breaking.

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