Quick question: When was the last time you purchased something online? Yesterday? This morning? Ok, cool. So when do you think you’ll next purchase something online? Tomorrow? Tonight? No shame—me too.
And we’re not alone. Last year, 80% of Americans shopped online at least monthly, and 5% were shopping online daily, Big Commerce reported. For many of us, online shopping has become a routine part of daily life, with huge impact on a global scale. Global ecommerce sales have skyrocketed over the last four years: According to Statista, in 2014, annual online sales totalled $1.3 billion USD worldwide; by last year, they’d doubled to $2.8 billion; and by 2021, they’re expected to nearly double again to $4.48 billion. That’s 17.5% of retail sales worldwide.
Bottom line? Ecommerce is big and getting bigger. And navigating the ever-changing ecommerce terrain is a big challenge for small businesses used to the brick-and-mortar paradigm. So many factors impact your success online: how familiar people are with your brand, how effectively your Google Display ads are raising awareness, whether or not you offer fast and free shipping, how frequently your potential customers abandon their carts, and more.
But with these challenges also come opportunities. Let’s focus on just one for now: your product descriptions. In this guide:
I’ll break down why your product descriptions are an incredible opportunity to engage your potential customers
I’ll share five examples of insanely effective product descriptions
And I'll explain how you can use these product description strategies for your own ecommerce business.