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How to manage content in your eCommerce

Picture of Tomasz Karwatka
Tomasz Karwatka

Supervisory Board Member at Divante. Leading industry voice who believes eCommerce can improve our world. Co-founder of Vue Storefront and Open Loyalty, angel investor, and founder of Tech To The Rescue. CoFounder at Catch The Tornado eCommerce Startup Studio

Care to share?

Recently, I heard from Matchesfashion.com that 35% of their revenue is driven by content. This is quite an impressive number but also an important trend to follow. Last year, The New York Times, The Wall Street Journal and Condé Nast all created content agencies that will help fuel this trend.

According to Content Marketing Institute research, 50% of companies are going to increase their budget for content marketing next year.


The amount of information on the web is expected to increase by 500 percent (conservatively) in the next five years. Only the best content can survive that. Even with the growing cost of professional content creation, this still looks like a cheaper option than giving massive discounts to attract new clients and then make them loyal.

Unfortunately, these days eCommerce Software is still not so good when it comes to building and managing content-rich shopping experiences. Now this is changing slowly.

So what options do you have here?

Low hanging fruit Strategy

You can just install WordPress and use it as a CMS to build content pages around your Commerce. There are many drawbacks to this strategy – starting with safety. WordPress is not an option if you must connect tens of thousands products with sophisticated content pages.

Short Time to Market

You can use solutions like Styla.com to build good-looking category pages, virtual magazines, etc. This SaaS solutions allows you to start very fast and still be on the safe side. They are using quite cool techniques to convert users from content to checkout. For example, they use an Algorithmic Layout which the best placement of images and text in real-time to guarantee the best user experience, and Machine Learning which makes data-driven decisions on selecting content and displaying it in the optimal way.

Disclaimer – Styla.com is a client of ours, we help them integrate with Magento.


With the newest version of Magento Commerce you will get a Bluefoot CMS which can be used as a safer and more enterprise-ready equivalent of WordPress. It used to be a separate plugin but Magento bought it last year and consequently integrated it into Magento. This is still quite basic software.

Enterprise approach

You can also use a typical Enterprise PIM (Product Information Management) solution like Pimcore. You can manage the whole Product Information workflow with photos, translations, etc. You can build very complex solutions using this type of software. We have even built whole webshops on the top of this – especially useful when your eCommerce is content driven. Disclaimer here – we are Pimcore fanboys and we even created a Pimcore-Magento Plugin :)

So whatever you use, be sure to think about managing your eCommerce related content.

Published November 23, 2017