As a retailer or brand selling products through your Shopify store, you already have solutions to power the online shopping experience. Shopify and Brightspot now give you the digital publishing tools you need to tell the story behind your products—and reach your customers at every touchpoint of the customer journey.
Shopify and Brightspot: How it works
E-commerce merchants and publishers increasingly need to create compelling content that showcases any product that can be researched and bought online. So the notion of commerce as content requires a CMS that will treat your product inventory just like any other digital asset that can be woven into your digital storytelling.
Brightspot's powerful new Shopify integration allows online retailers with a Shopify account to search for any item in their product catalog without ever having to leave the CMS.
Better yet, any item in your store catalog can be transformed into new Brightspot content types to be embedded into whatever storytelling format you prefer: think click-to-buy product lists in articles; dynamic homepage promos; listicle items—the possibilities are endless, as are the opportunities to connect with your customers through the power of online storytelling.
Shopify and Brightspot: Use cases
Shopify integration FAQs
What is the role of e-commerce within a CMS platform?
Why is Brightspot choosing to integrate with Shopify?
How does the integration work?
What steps do I take to activate the integration once I become a Brightspot customer?
Will I continue to manage my products in Shopify or in Brightspot?
What are the benefits of this integration to my e-commerce Shopify site?
To effectively market your products, you need to be able to evangelize them with content and tell their story by building dynamic content that pulls in products automatically based on characteristics, removing the manual lift. With this integration, you get the power to do this quickly by owning and publishing all product-related assets right from Brightspot.
How can I get the most from the Shopify and Brightspot integration?
What are some examples of how I can use products from Shopify in Brightspot?
- Writing a blog post about a topic where one of your products may come in handy? Add a call out to the product in the blog so readers can purchase it themselves.
- Want to feature the most popular items from your new seasonal catalog on your website homepage? Add a dynamic-list promo to include all the latest products for customers to explore and purchase when they visit your site.
- Sending a new member fundraising email for your nonprofit organization? Include a list of member-only branded goods like hats or mugs with discount codes to order with one click from your newsletter.
Why is commerce as content so important?
- Online shopping skyrocketed at the onset of the pandemic, and now, global e-commerce sales are expected to reach $5 trillion this year and $6 trillion by 2024. Sellers are taking note and are flocking to online platforms, with an estimated 12-24 million e-commerce sites across the globe.
- Shoppers now expect to be able to find what they need online, and whether the entire process is digital or involves in-store pickups and interactions, technology is needed to meet and serve the customer along every point of that journey, from discovery, research and comparison shopping to purchase, ordering and delivery.
- Obviously, online stores don’t provide the opportunity for buyers to engage with their products physically. They can’t feel them, hold them to see how much they weigh, or try them on like they can in a store. So, without descriptive content—without videos that show how the tech gadget can easily swap out components or various images to show how the dress might look on different body types—too much is left to the imagination, and buyers will look elsewhere. This is exactly why e-commerce companies are embracing commerce-as content strategies today.
Why do e-commerce brands need a content strategy?
How do I write good e-commerce content?
What are some examples of good e-commerce content?
- Focus on your audience first and the right tone and voice to connect.
- Write good quality content for a human to read while also ensuring it’s visible to search engines, too. Follow SEO best practices when it comes to pages titles, metadata, keywords, images, etc.
- Make your content original. Google and other search engines penalize duplicate content, so wherever possible make sure your product pages and descriptions contain original and unique content.
- Include customer testimonials and reviews so support your editorial content and product descriptions. Shoppers love to see what others have to say about the product they’re about to buy (not to mention, search engines, which include user-generated content as part of their ranking algorithms).
- Ensure that it’s easy to learn about the product and then move into the purchase path. And with the Brightspot integration with Shopify, this journey between discovery to purchasing is as seamless as possible.