Ecommerce Copywriting
Ready in 4-6 days (depending on project)

Transform your online product copy to generate more sales

Turn browsers into buyers with Outshinery's Ecommerce Copywriting. Increase the sell-through rate of your Direct-to-Consumer platform as well as retail and wine market listings.

Winery website assets showcasing ecommerce copy
  • Effortlessly meet the requirements of ecommerce platforms
  • Maximize the potential of your product description
  • Take the pressure off without worrying about AI fabrications
  • Differentiate your brand on the competitive digital shelf

Ecommerce copy is your secret weapon

For shoppers, it's about finding one, two, or three reasons why your wine fits into their life right now. Though background information must be accessible when people need it, the words that drive a purchase must fit into their decision-making process immediately, without asking them to scroll or click away.

Ecommerce copy prioritizes brand awareness, consistency, and customer relevance. It's about the wine buyer, not the winery or vineyard, and a few words can make a big impact on purchase decision.

When it comes to content and marketing, we often think of copy as long-form blog posts, social shares, and newsletters. While those are essential tools for any winery, some of the most impactful copy for ecommerce sales is small in size but mighty in effect.

Penfolds website page with SEO-optimized ecommerce product copy from Outshinery
Penfolds website page with SEO-optimized ecommerce product copy from Outshinery

Enhance your online presence by meeting retailer parameters

Satisfy the requirements of top sales platforms to get your products in front of more customers.

retailer website page with optimized copywriting from Outshinery

Our web copy was disjointed and poorly optimized. The Outshinery team whipped it into shape with punchy, consumer-first language that still conveys luxury and quality positioning. Great business partners across the board, we love working with the team.

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Anna Curtin
Creative Manager, Penfolds

86% of online consumers rely on digital information only, according to a recent study by Salisfy.

Position your brand for success on your DTC site and third-party platforms

  • Be “always open” in your ecommerce store

    Provide essential information to facilitate all-day sales. Use a clear call to action in your copy to ensure a seamless purchasing experience, and avoid requesting additional information via email. Provide the necessary details and allow customers to purchase effortlessly.

  • Ensure brand consistency

    While certain sections of your website, such as your blog, may allow for more elaborate descriptions of certain wines, each product should receive equal attention in terms of essential information. Maintain a uniform structure to avoid creating dissonance among shoppers. Avoid giving excessive attention to some wines while neglecting others.

  • Apply SEO principles

    Search engine optimization helps people find relevant sources when they look for information online. It's important for customers to discover products that meet their needs. For instance, if someone searches for "wines to pair with beef," including red meat as a pairing suggestion in your copy can help them find your page.

  • Get to the point!

    Keep your ecommerce copy simple and precise. It should focus on providing the information that shoppers need to make a purchase decision. Save the detailed history, team bios, and vineyard facts for other parts of your website. This will not only make it easier for shoppers to find what they need, but it will also make it simpler for your retail partners to promote your product.

Because we love to write about wine, we also offer:

  • Wine label romance copy (think back label)
  • Ghostwriting for blog or news articles
  • Landing page copy
  • Email language
  • PPC ads copy with keywords
  • Social media copy
Contact us

Gain a competitive edge with brief and memorable copy

Provide relevant descriptors in the required format and increase the chances of your products being featured and purchased on these platforms.

Eye-catching bottle visualStriking bottle renderingCrisp bottle photo
Premium wine bottle shot

Solar Sauvignon Blanc

Compelling short product description (<150 characters)
Zippy acidy and layers of citrus notes are perfect for fresh oysters
SEO-friendly long product description (≈ 300 characters)
With signature bright acidity and lively citrus flavors, this is the wine for fresh seafood. Crafted to offer a linear minerality and crisp fruit purity, Solar Sauvignon Blanc is food-friendly and thirst-quenching. Every year this is a wine club favorite, and it sells out quickly. 
5 assorted selling points
  • 93 points, Wine Standard
  • Made with organic grapes
  • Fans love the lean lemon notes
  • Enjoy refreshing herbal aromatics
  • Ready to drink on release
Sleek bottle image


Compelling short product description (<150 characters)
Bright and fresh with balanced acidity for all the summer fun
SEO-friendly long product description (≈ 300 characters)
Summer's favorite rosé and wine club favorite. Made in the direct press style from Grenache, Mourvèdre, and Syrah from our estate vineyards, this pale and crisp sipper has light fare and salads written all over it. Serve chilled and drink young and fresh.
5 assorted selling points
  • Made with organic grapes
  • A dry and refreshing rosé
  • Fans love the young strawberry notes
  • Perfect for veggie pizza
  • Ready to drink on release
Professional bottle photo

Cabernet Reserve

Compelling short product description (<150 characters)
Layers of aromatics and rich dark fruit flavors are a pair for rich meats
SEO-friendly long product description (≈ 300 characters)
With fine tannins characteristic of Oakville, this silky and complex reserve wine is served in some of Napa Valley's finest restaurants to pair with grilled, roasted, and braised red meats. Aged in new French Oak for 8 months, followed by two years of bottle aging, this is a collectible bottle that can last in the cellar.
5 assorted selling points
  • 50-year-old ancient vines
  • 97 points, Wine Standard
  • Peak drinking now - 2035
  • Signature dark fruit notes
  • Fans love the dried herbal notes

A few impactful words can make all the difference in a purchase decision, so don't underestimate the power of concise copy.

Taking this a step further, it’s not just about what you say, but how you say it, and how the message fits in a complex, ever-changing, basically unseen pattern driven by algorithms and platform functionality.

  • Did you know that the number of words in your product titles and descriptions makes a difference in best-selling rankings online?
  • Are you aware that third-party platforms constantly change their requirements? (We found out that Target made changes 180 times in 2020 alone!)
  • In today’s algorithm-driven world, better content means more sales (that much is obvious). But think a step further: more sales earn a higher search placement too.
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About Outshinery's content leader

Jill is Outshinery's accomplished content editor and writer-in-residence. With a wealth of experience as a professional writer, internationally-published journalist, and communications specialist for the wine industry, Jill is an expert in ecommerce copy, winery romance writing, label language, and communication strategy. As the leader of our communications team, she brings her exceptional skills to every project she works on.

Jill, Writer-in-Residence, Outshinery

Meet ecommerce retailer requirements

  • Provide useful info in a noisy virtual sales environment

    Optimize your ecommerce listings by providing relevant information in the required fields. Focus on the key selling points that matter most to consumers, such as food pairings, brief profile descriptions, and accolades.

  • Ensure compliance with partner platform requirements

    Some of today’s most influential retailers are suggesting fines for non-compliance with parameters. Wine brands are accustomed to a regulated sales environment, but this new landscape puts modern pressure to also provide exact information to third-party sellers.

  • Don’t rely on generative AI to make your brand stand out

    Everyone is talking about copy written by AI. While it’s certainly something you shouldn't ignore, it’s also not a tool that can do the job of qualified communicators. Sure, we use ChatGPT like everyone else, so we know the limits and understand the benefits and pitfalls of these tools to the alcoholic beverage industry.

  • Be brief but don’t neglect the point of view

    AI is great for pushing out information that’s already known (like answers to the math portion of the SAT) but it’s much less effective when it comes to comprehension and language. When you’ve only got a few seconds to attract a new customer, don’t put the wrong few words in front of them and neglect the customer journey entirely.

"Jill and the Outshinery team step-changed our e-commerce presence with compelling, consumer-first, succinct copy. And they did it across hundreds of products in record speed."

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Kerrie Winter
Content Manager, Treasury Premium Brands
66 glowing 5-star Google reviews
See what our customers are saying.
Let’s answer your questions
How can we help you today?
What makes ecommerce product copywriting so crucial?

Effective ecommerce product copywriting is essential as it serves two key purposes: describing your product and persuading customers to make a purchase. A meticulously crafted product description paints a vivid picture of the item, showcasing its features and benefits while demonstrating why it is a must-have. This is your chance to directly engage with customers, addressing their needs and desires, and highlighting the unique value your product brings.

Moreover, compelling product copy also enhances your website's SEO ranking, ensuring that your products are easily discoverable by customers online. At Outshinery, we recognize the power of words and are dedicated to providing persuasive, concise, and SEO-friendly product descriptions that captivate attention and drive sales.

What sets Outshinery's ecommerce copy apart from my tech/tasting sheet?

Outshinery's ecommerce copy differs significantly from a standard tech sheet. While a tech sheet primarily provides detailed technical information about the wine's production, grape varietals, and tasting notes, our ecommerce copy is meticulously crafted to be consumer-focused and engaging.

We not only focus on the wine's attributes but also on the experiences it can offer to the consumer. Our copy aims to create a vibrant picture that entices customers to virtually taste and experience the wine. We use clear, relatable language, avoiding industry jargon, to effectively communicate this to a wide range of consumers.

Furthermore, our ecommerce copy incorporates SEO-friendly keywords and phrases to enhance your site's visibility, driving more traffic and ultimately increasing sales.

How does Outshinery's ecommerce copywriting process work?

At Outshinery, our ecommerce copywriting process is meticulously crafted to be comprehensive, efficient, and collaborative. Once you've submitted your request, our team initiates a discovery phase where we delve into your product, brand identity, and target audience. We strive to grasp the unique essence of your wine, the experiences it offers, and the value it brings to your customers.

Next, our talented copywriters skillfully weave the gathered insights into the copy, seamlessly integrating SEO-friendly keywords and phrases. Throughout the process, we value your feedback, allowing for iterations to ensure the copy aligns perfectly with your vision and expectations.

Finally, we optimize the final copy for search engines, enhancing its visibility and ultimately driving increased sales and online presence for your brand. With Outshinery, you gain a trusted partner dedicated to amplifying your product's story through compelling, persuasive, and SEO-optimized ecommerce copy.

What is the pricing for Outshinery's ecommerce copywriting services?

Outshinery offers ecommerce copywriting services at a rate of 1 Shine Credit per product (SKU). This means that each product description we write for you will only cost you a single Shine Credit.

We are committed to providing exceptional value for your investment by delivering persuasive copy that not only benefits your SEO and overall brand presence but also captivates your audience with its eloquence and clarity.

What exactly does Outshinery's ecommerce copywriting service entail?

Outshinery's ecommerce copywriting service offers:

  • A captivating short product description of less than 150 characters. This concise description quickly captures the essence of your product, sparking consumer interest.
  • A longer, SEO-friendly product description of approximately 300 characters. This detailed description delves into the product's attributes and benefits, incorporating relevant keywords to enhance visibility online.
  • Five assorted selling points. These bullet points highlight the unique features and benefits of your product, providing customers with quick, easily digestible information that emphasizes the product's value. Each selling point is crafted with a persuasive, benefits-focused tone, accentuating what sets your product apart in the market.

With Outshinery's ecommerce copywriting service, you receive comprehensive, engaging, and SEO-optimized content. Our goal is to effectively position your product and drive sales.

Typically, how long does it take to receive the ecommerce copy?

After the initial discovery phase, where we delve into your product, brand identity, and target audience, the creation of ecommerce copy generally requires 3 to 5 business days. Nevertheless, the precise timeline may vary depending on the number of SKUs for which we are crafting the copy.

At Outshinery, our team is committed to delivering top-notch, persuasive, and SEO-friendly product descriptions within a reasonable timeframe. We will keep you informed throughout the process to ensure transparency and satisfaction.

What info do you need to communicate for Outshinery's ecommerce copywriting services?

To we create engaging and effective ecommerce copy, we require some vital information from you. This includes:

  • Detailed product information: Please provide details about your wine, such as the grape variety, tasting notes, winemaking techniques, and unique selling points.
  • Brand information: Understanding your brand's story, values, and target audience helps us align our copy with your brand's voice and identity.
  • Goals and objectives: Let us know what you aim to achieve with the ecommerce copy. Do you want to increase brand awareness, drive website traffic, boost sales, or achieve other objectives?
  • SEO keywords (if applicable): If you have specific keywords in mind, please share them. If not, don't worry - we can conduct SEO keyword research on our end.

Remember, the more information you provide, the better we can tailor our ecommerce copy to meet your needs and goals. Our ultimate goal is to create compelling product descriptions that resonate with consumers and drive your ecommerce success.

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