Remember when eCommerce was just about listing products and hoping people would buy? Those days are long gone.
The most successful online stores today aren't just selling stuff. They're creating experiences that make customers want to stick around.
Content marketing has become the secret weapon for eCommerce brands looking to stand out in a crowded marketplace. It's how digitally-native brands build passionate communities and how established retailers stay relevant in the age of endless options.
But what exactly makes for killer eCommerce content? And which brands are actually getting it right?
We've rounded up 8 impressive examples of eCommerce content marketing that deliver real results—from interactive quizzes that drive personalization to bite-sized videos that turn browsers into buyers. Each example shows a different approach to connecting with customers beyond the traditional "buy now" button.
Whether you're running a scrappy startup or managing a major retail brand, these examples will give you practical ideas you can actually use.
Before we jump in, let’s break down what eCommerce content marketing actually is and why it works so well.
What Is Content Marketing in eCommerce?
Content marketing for eCommerce is pretty straightforward: create stuff people actually want to engage with rather than just shoving products in their faces. It's about building relationships before asking for the sale.
The typical journey looks something like this: Someone searches for information related to your products. They find your helpful blog post, entertaining video, or interactive quiz. They enjoy it enough to follow your brand or remember you. Later, when they're ready to buy, guess who comes to mind first?
Unlike paid ads that stop working the moment you stop paying, good content keeps delivering results long after publication.
Common formats that work well for eCommerce include:
- Blog posts that solve customer problems
- Short-form videos showing products in action
- Visual lookbooks and style guides
- Interactive quizzes that help customers find the right product
- Interactive content for eCommerce, like quizzes and calculators
- User-generated content that builds social proof
- Behind-the-scenes content that tells your brand story
- Email newsletters that keep your audience engaged
- Mobile-friendly stories and shoppable video content
The key is choosing formats that match both your brand voice and where your audience actually spends their time.
What Makes Great eCommerce Content Marketing?
Not all content marketing is created equal. The difference between content that drives sales and content that just sits there often comes down to a few key factors:
It's discoverable when and where it matters
The best content in the world is useless if nobody sees it. Smart eCommerce brands make their content easy to find through strategic SEO, distribution across relevant channels, and careful consideration of how their audience actually searches for information.
It's built for mobile-first experiences
With more than half of online shopping happening on phones, your content needs to shine on small screens. This means quick-loading pages, easily tappable elements, and visual formats that work without pinching and zooming. Think vertical videos, tappable stories, and designs that respect the thumb zone.
It's personalized to the individual
Generic content doesn't cut it anymore. Today's shoppers expect experiences tailored to their interests, past behavior, and where they are in the buying journey. Personalization can be as simple as product recommendations based on browsing history or as sophisticated as completely customized content paths.
It's interactive rather than passive
One-way communication is out; two-way engagement is in. Interactive elements like quizzes, polls, calculators, and shoppable media turn passive browsers into active participants. This not only boosts engagement but gives you valuable first-party data about preferences and interests.
It's consistent across all touchpoints
Your blog, social media, email campaigns, and in-app content should feel like they're coming from the same brand, even as you adapt to different platforms. Keeping your tone and visuals consistent helps people recognize and trust your brand.
It puts value before selling
The best eCommerce content solves problems first and sells second. Whether you're educating consumers about your products, entertaining them with related content, or helping them make better purchasing decisions, the focus should be on delivering genuine value.
It's measurable against business goals
Effective content isn't just creative—it's strategic. Every piece should have a clear purpose tied to business objectives, whether that's increasing organic traffic, boosting email sign-ups, or directly driving sales. If you can't measure it, you can't improve it.
8 Best Content Marketing Examples That Drive eCommerce Results
Now let's dive into eight standout examples of content marketing from eCommerce and DTC brands.
Each of these demonstrates a different approach to engaging customers and driving business results through content.
1. Flaconi’s Personalized Gift Finder for Holiday Shoppers
Content Type: Gift finder quiz + shoppable product recommendations
During the busy holiday season, finding the perfect gift can feel overwhelming especially when you're scrolling endlessly through products that don’t match your budget or recipient. Flaconi tackled this challenge head-on with an in-app “Geschenke-Finder” (gift finder) that made holiday shopping smarter, faster, and more delightful.
By answering a few simple questions like who the gift is for and how much you want to spend, users are matched with tailored gift suggestions that feel just right. The experience is fully shoppable, with product card stickers that let users add items to their cart with a tap. And for shoppers who still couldn’t decide, Flaconi offered gift card options and even gift packaging services to make the process effortless.
Why It Works:
Flaconi’s experience eliminates the decision fatigue of holiday shopping with personalized guidance. By combining easiness and delight in a seasonal moment, it drives faster paths to purchase and improves customer satisfaction all while showing the brand as helpful and thoughtful.
2. Sephora's Beauty Insider Community
Content Type: Online Community/User-Generated Discussion
Sephora took content marketing to another level by creating the Beauty Insider Community—a platform where beauty enthusiasts can discuss products, share tips, ask questions, and connect with fellow makeup lovers.
The community goes beyond typical product reviews by fostering genuine conversations around all things beauty-related. Members can join groups based on specific interests (like skincare or hair care), participate in challenges, create looks, and engage with other members who share similar beauty profiles.
What's particularly smart about this approach is that Sephora doesn't need to create all the content themselves. By providing the platform and having moderators who encourage discussion, they've created a self-sustaining content engine.
Customers naturally discuss Sephora products alongside industry trends and techniques, creating an invaluable resource of authentic recommendations and use cases.
Why It Works:
The Beauty Insider Community positions Sephora as more than just a retailer—it's a destination for beauty knowledge and connection. This approach addresses the fact that beauty purchases often involve research and recommendations.
Instead of customers leaving the Sephora ecosystem to find this information elsewhere, they stay engaged within Sephora's platform, surrounded by easy purchase opportunities.
3. Scentbird’s Quiz-Based Content Inspired by Pop Culture
Content Type: Personality quiz + curated product drops
Scentbird tapped into pop culture buzz with a fun and engaging campaign inspired by the fan-favorite character Agatha from the Marvel universe. When users logged into their Scentbird accounts, they were greeted with a themed content experience powered by Storyly, starting with a teaser from the show.
From there, users could take a “Which Witch Are You?” quiz to find out which powerful female character they matched with. Based on their results, they were shown curated scents aligned with that character's personality and could shop them directly through shoppable visuals integrated into the Story.
Why It Works:
By combining trend-driven and interactive content with personalization, Scentbird created a campaign that felt fresh, fun, and relevant. The pop culture hook boosted engagement, while the quiz and curated products added a sense of discovery that led naturally to purchase.
4. Olipop's Guide to Recycling
Content Type: Values-Based Educational Content
Olipop, a soda company that makes prebiotic drinks with plant fiber, stands out with content that goes beyond their products to highlight their core values.
Their guide to recycling is a perfect example of how eCommerce brands can create content that resonates with their target audience's values while subtly reinforcing brand positioning.
Published during Earth Month, their recycling guide provides practical tips and insights about recycling practices—content that's genuinely useful for environmentally-conscious consumers. The article explains recycling principles, offers quick actionable tips, and highlights Olipop's own approach to sustainability in production and packaging.
What makes this content smart is how precisely it targets Olipop's ideal customer: the eco-conscious consumer who makes mindful choices about what they consume and its environmental impact. By creating content that speaks directly to these values, Olipop connects with potential customers on a deeper level than product features alone could achieve.
Why It Works:
This approach works because it establishes Olipop as a brand that shares its customers' values, not just a company trying to sell soda.
For consumers who increasingly make purchase decisions based on brand values and sustainability practices, this content positions Olipop as the obvious choice in their category.
It builds trust and credibility in an area that matters deeply to their target audience without feeling like a marketing pitch.
5. New Look Bringing Love for Shopping with Entertainment
Content Type: Interactive polls in Stories
New Look added a playful touch this year to their Valentine’s Day campaign with a "This or That" poll, letting their audience choose what they fancy for the special day. Instead of promoting products the brand asked spirited questions about Valentine’s Day preferences and made the experience for their customers feel more like a chat with a friend than a sales pitch. This slight shift from product to mood made the campaign stand out.
Why It Works:
By inviting audiences to share their opinions and choices, New Look created a fun and low-pressure environment that boosted engagement. The interactive format also helped the brand collect valuable zero-party data, giving them a deeper understanding of customer preferences just in time for the most love-filled day of the year.
6. Patagonia's Marine Life Film Series
Content Type: Value-Driven Documentary Content
Outdoor clothing brand Patagonia has long been known for establishing a strong brand identity in retail by putting its environmental mission front and center, and their Marine Life documentary series exemplifies this commitment.
Rather than creating content about their products, Patagonia produced a series of high-quality documentaries highlighting critical issues affecting the world's oceans.
These films spotlight environmental challenges and the communities working to address them, from overfishing to habitat destruction.
What makes this content marketing rather than pure activism is the subtle reinforcement of Patagonia's brand values throughout. Each documentary ends with clear calls to action, including petitions viewers can sign to support marine conservation efforts.
The series demonstrates how Patagonia sees its customers not just as consumers but as potential advocates for environmental causes. This approach attracts customers who share these values and builds a deeper level of brand loyalty than product features alone could achieve.
Why It Works:
Patagonia's documentary series works because it's authentic to the brand's long-standing environmental activism.
By investing in high-quality environmental storytelling, Patagonia connects with consumers who make purchasing decisions based on shared values.
This content strategy positions the brand as a leader in sustainable business practices, justifying premium pricing while building a community of loyal customers who see their purchases as ways to support causes they care about.
7. Flybuys' Personalized Wrapped Stories
Content Type: Personalized Data Visualization
Taking inspiration from Spotify's wildly successful Wrapped campaign, Australian loyalty program Flybuys transformed ordinary purchase data into engaging, personalized content through their year-end Wrapped Stories campaign.
Flybuys turned standard transaction data into an entertaining, shareable experience by showing members personalized stats about their shopping habits throughout the year. These Stories highlighted everything from rewards redeemed to quirky insights (like cucumber being a surprisingly popular purchase).
What makes this approach particularly clever is how it reframes loyalty program participation as something worth celebrating and sharing. By adding playful commentary and visual appeal to what would otherwise be dry purchase data, Flybuys created moments of surprise and delight that strengthened customer connections to the program.
Why It Works:
This personalized content approach works because it transforms functional data into an emotional experience.
Customers enjoy seeing their behaviors reflected back at them in unexpected ways, and the year-end timing naturally encourages reflection.
By packaging this data in a visually appealing, easily digestible format, Flybuys turned what could have been a boring transaction summary into shareable content that reinforces program engagement while making customers feel recognized as individuals.
8. The ENTERTAINER's Interactive LOVE Stories
Content Type: Interactive Seasonal Campaign
Dubai-based loyalty and rewards app the ENTERTAINER took a creative approach to Valentine's Day marketing with their interactive Stories campaign. Rather than simply promoting Valentine's-themed products, they created visually striking Story Groups that spelled out "LOVE" to capture attention and create a memorable experience.
The campaign went beyond just eye-catching design by incorporating interactive elements throughout the Stories. Viewers could engage with polls, swipe-ups, and other interactive features that encouraged active participation rather than passive viewing.
Why It Works:
The ENTERTAINER's approach works because it balances promotional content with genuine engagement opportunities.
The visually distinctive "LOVE" design immediately signals the seasonal theme while the interactive elements keep viewers engaged throughout the experience.
This combination of attention-grabbing visuals and participation-driven content creates a more memorable brand interaction than standard promotional messages, particularly during competitive seasonal marketing periods.
How Interactive Story Solutions Support These Content Strategies
Looking at these examples, you might wonder how you can implement similar strategies for your eCommerce brand without building custom solutions from scratch. This is where interactive content platforms like Storyly can help transform these content approaches into practical reality.
For lifestyle content and product showcases, interactive content adds shoppable elements that turn inspiration into immediate action.
Quizzes and personalized recommendations become more engaging when transformed into tappable, visual experiences.
Even data-driven content like loyalty program stats can be reimagined as engaging visual content that customers actually want to interact with.
The real advantage is accessibility. These platforms make sophisticated content strategies achievable for brands without requiring extensive development resources or technical expertise.
Key Takeaways for eCommerce Brands
After looking at these successful content marketing examples, several important lessons stand out for eCommerce brands looking to elevate their content strategy:
Key Lessons From Top Performers
Value First, Selling Second
The most effective content—whether it's Flaconi's gift finder or Scentbird's character quiz—focuses on providing genuine value before attempting to sell. This builds trust and strengthens relationships with potential customers.
Authenticity Wins
Consumers can spot inauthentic content immediately. New Look’s Valentine’s Day campaign worked because it wasn’t about showcasing outfits. It was about connecting over shared feelings, moments, and moods and Olipop's values-based content work because they genuinely reflect what these brands stand for.
Personalization Drives Engagement
From Flybuys' personalized stats to Flaconi's' tailored recommendations, content that speaks directly to individual experiences consistently outperforms generic messaging.
Community Building Creates Loyalty
Sephora's success with their Beauty Insider Community shows that facilitating connections between customers creates stickier experiences than brand-to-customer communication alone.
Content Formats Should Match Your Audience
The diversity of successful approaches—from Scentbird's fun quiz approach to the ENTERTAINER's bite-sized interactive stories—proves there's no one-size-fits-all format for eCommerce content.
Trends to Watch in eCommerce Content
Interactive Experiences
Static content is giving way to experiences that invite participation through quizzes, polls, configurators, and other interactive elements that drive engagement while collecting valuable zero-party data.
AI-Powered Personalization
Advanced AI tools are making it possible to deliver truly individualized content experiences at scale, from personalized product recommendations to customized content journeys.
Mobile-First Short Video
With attention spans shortening and mobile shopping increasing, concise, vertical video formats continue to gain importance for reaching customers where they are.
Data Storytelling
Brands are finding creative ways to transform customer data into compelling content, making metrics meaningful through personalized, visual storytelling.
Value-Driven Content
As consumers increasingly shop based on shared values, content that authentically communicates brand purpose and impact is becoming essential for differentiation.
Experimenting With New Formats
The most successful eCommerce brands aren't afraid to test new approaches. Consider experimenting with:
Interactive Product Quizzes
Help customers find exactly what they need while gathering preference data that improves your marketing.
Vertical Video Feeds
Create scrollable product discovery experiences that mimic social media behaviors consumers already enjoy.
In-App Stories
Deliver bite-sized, tappable content experiences that guide users through products, education, or brand stories.
User-Generated Content Galleries
Turn your customers into content creators by showcasing their photos and reviews in shoppable galleries.
Live Shopping Events
Combine entertainment, education, and commerce with live video shopping experiences that drive real-time engagement.
Conclusion
Content marketing in eCommerce has evolved far beyond basic product descriptions and promotional emails. The most successful brands today are creating content experiences that inform, entertain, inspire, and connect with customers on a deeper level.
These examples show that effective content comes in many forms. What unites them is a focus on providing genuine value, understanding customer needs, and creating moments of connection beyond the transaction.
As you develop your own eCommerce content strategy, remember that the goal isn't just to drive immediate sales. It's to build relationships that keep customers coming back, turn shoppers into advocates, and create a brand experience that stands out in a crowded digital marketplace.
The question isn't whether content marketing works for eCommerce—these examples clearly show it does. The question is which approach will work best for your specific brand, products, and customers. The only way to find out is to start creating, measuring, and refining based on what resonates with your audience. Want to take your own content marketing to the next level? Explore how Storyly helps brands like New Look, Scentbird, Flybus, and the ENTERTAINER do exactly that. And reach us to start your own journey!
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