Good copy is the difference between browsers and buyers. It’s what transforms someone scrolling through products into someone adding items to their cart and actually completing checkout.
Ecommerce copywriting isn’t just SEO filler text you slap onto product pages. It’s salesmanship in print where every single word appears with the purpose to solve concerns and problems because your customers can’t touch, try, or test your products before buying.
If you’re not ready to hire a professional ecommerce copywriter yourself, then you can use this article to write your own copy for your ecommerce store. I’ll break down real examples from brands that know how to turn words into sales, covering product pages, collection pages, and landing pages that actually convert.
Let’s dive into what makes great ecommerce copy tick.
Product Page Copywriting Examples.
Your product pages are where decisions happen. Every word needs to work hard to turn curiosity into purchases.
Example 1: Allbirds – Benefit-led Simplicity.
Allbirds makes sustainability sound simple and appealing. Instead of drowning you in technical specs about their wool sourcing, they lead with benefits that actually matter to customers.
Take their Tree Runners. Instead of just listing “TENCEL™ Lyocell tree fiber,” they organise benefits into digestible sections:
BREATHABLE – “Our Tree Knit is naturally airy and pleasantly cool,”
LIGHTWEIGHT – “Flexible, functional, and made to move,”
SUPPORTIVE – “Our proprietary sugarcane-based SweetFoam® midsole is both sturdy and super soft.”
Why it works: They’ve figured out that most people don’t care about the technical details of sustainable materials. They care about comfort, style, and feeling good about their purchase. Allbirds translates complex sustainability into simple, tangible benefits.
Example 2: Glossier – Sensory Storytelling
Glossier transforms product descriptions into experiences you can almost feel. Their copy doesn’t rely on technical jargon or ingredient lists.It paints a picture of how you’ll look and feel after using the product.
Take their Dewy Look duo. Instead of simply listing “serum and blush,” Glossier describes it as “a perfect duo curated for a dewy glow. Apply our oil-serum hybrid, Futuredew, for a lit-from-within glow, then top off your look with Cloud Paint, our seamless, gel-cream cheek colour, for a natural-looking flush or sun-hugged definition.”
Why it works: Glossier doesn’t just list what’s in the product. They tell you how it looks and makes you feel. Sensory phrases like “lit-from-within glow,” “seamless, gel-cream,” and “sun-hugged definition” create an emotional connection before you’ve even tried the product.
Example 3: Koala Mattress – Conversational Problem-Solving
Koala nails the conversational Aussie tone while directly addressing every concern a mattress buyer might have.
“No worries, mate 120-night trial” immediately tackles the biggest fear: what if I don’t like it?
They emphasise convenience at every turn – fast delivery, easy setup, hassle-free returns.
Their copy acknowledges that buying a mattress online feels risky, then systematically removes every barrier.
Why it works: Their copy tackles customer objections head-on, from concerns about mattress firmness to the hassle of returns. They make people feel they can get all the benefits with no risk.
Collection Page Copywriting Examples.
Most brands ignore their collection pages, but these pages are actually perfect spots to connect with what your customers care about. Here’s what top brands do differently.
Example 1: Gymshark Leggings Collection – Identity-Driven Copy.
Gymshark’s leggings collection stands out because of its motivational, identity-driven copy. Phrases like “engineered for every squat, stretch, and sprint” mean you’re getting gear that fits your fitness goals. Every description uses action-driven verbs that speak directly to their customer’s identity.
Why it works: Gymshark understands their customers see fitness as part of their identity. The copy reinforces this self-image, making the purchase feel like an investment in who you are, not just what you’re wearing.
Example 2: Ridge Wallets Collection – Clear And SEO-Smart
Ridge Wallets takes a straightforward, SEO-first approach to their collection page copy. They lead with “Wallets” right at the top for SEO, then quickly highlight their key USPs: RFID blocking, lifetime warranty, and minimalist design.
Why it works: Sometimes the best copy is the most direct copy. Ridge know their customers want function over fancy language. They deliver key information quickly, then get out of the way so customers can focus on choosing products.
Example 3: Patagonia Rainwear Collection – Education Meets Conversion
Patagonia shows different types of rainwear at the top with simple explanations to guide shoppers – shell jackets vs insulated jackets vs rain pants. Instead of cluttering the main page, they place detailed, keyword-rich copy at the bottom. This informs curious readers and strengthens SEO without interrupting the browsing flow.
Why it works: Customers can shop first and read more later, which balances both conversions and discoverability. Most brands don’t even use footer copy, so Patagonia gets an SEO advantage while keeping serious buyers informed without overwhelming casual browsers.
Landing Page Copywriting Examples
Landing pages are where bold copy pays off. You’ve got one shot to grab attention and drive action, so every word needs to count.
Example 1: Dollar Shave Club – Viral Simplicity.
Dollar Shave Club‘s launch page is legendary for good reason. “Our blades are f***ing great” became viral because it cut through the fancy marketing language most razor companies use.
The headline grabs attention, then simple benefit-driven bullets do the selling: great razors, low prices, delivered to your door. No fluff, no corporate speak, just straight talk about solving a simple problem.
Why it works: Sometimes the best way to stand out is to say what everyone’s thinking but no one’s saying. Dollar Shave Club’s irreverent tone matched their target market perfectly, guys who just want good razors without the premium pricing and marketing nonsense.
Example 2: Apple iPhone Launches – Minimalist Confidence.
Apple’s iPhone launch pages use copy as design. Bold, minimalist headlines like “Wonderfully bright” or “Remarkably thin” paired with stunning visuals create desire through simplicity.
They don’t need to explain every feature because their copy radiates confidence. Each headline suggests the product speaks for itself like “A17 Pro. Game-changing chip.” You just need to experience it.
Why it works: Apple has earned the right to be minimal because their brand carries the weight. Minimalist, confident copy paired with bold design creates an aspirational feel that elevates the product.
Example 3: Liquid Death Time-Waster Page – Value Through Entertainment.
Liquid Death’s “Timewaster 5000” page provides value in the form of pure entertainment. It’s essentially a hub for their best ads and content, keeping visitors engaged with their brand even when they’re not ready to buy.
This approach builds brand affinity while showcasing their marketing creativity. They’re essentially saying, “Even our waste-of-time content is better than everyone else’s.”
Why it works: Not every page needs to drive immediate sales. Sometimes building brand love and recall is more valuable. Liquid Death understands their edgy, entertaining brand is their biggest differentiator, so they lean into it completely.
The Copywriting Principles That Drive Conversions.
Looking at these examples, several patterns emerge. The best ecommerce copy maintains a consistent brand voice while following direct response copywriting principles that increase conversions.
Great ecommerce copy:
- Speaks to customer identity and motivations, not just product features
- Addresses objections before customers even think of them
- Uses language that matches how your target market actually talks
- Focuses on benefits and outcomes rather than specifications
- Creates urgency or desire without feeling pushy
- Makes the next step obvious and easy
Whether you’re writing for luxury customers who want premium language or budget-conscious buyers who appreciate straight talk, the fundamentals remain the same. You need to understand what drives your customers, then craft copy that speaks directly to those motivations.
Time To Audit Your Own Copy
Now that you’ve seen what great ecommerce copywriting looks like, take a critical look at your own site. Are your product pages talking about features instead of benefits? Do your collection pages miss opportunities to connect with customer identity? Are your landing pages buried under corporate speak?
Remember, ecommerce copywriting isn’t guesswork. The best brands use proven direct response principles combined with a tone of voice that perfectly matches their customers.If you want product pages, category copy, and landing pages that actually convert, check out our ecommerce copywriting services. We’ll help you turn browsers into buyers with copy that works as hard as you do. Not sure if it’s time to invest? Learn more about why hiring a copywriter could be the right move for your business.