There are two major building blocks for eCommerce. One is all the technical aspect of getting it started, the online tools you use and the design you implement and the second one is the content on the site. Some consultants might say that a single image of a good product is sufficient to make an online sale but then with so many products competing with each other, you can use all the building blocks you can find.

So why is content given such an important role in online retailing or eCommerce? In some ways, content including product descriptions tend to replace the actual physical inspection of the product that a buyer would have been able to do in a real- store. Well written descriptions including accurately labels on images tend to give users a lot of information based on which they can make a purchase decision. In fact, content in eCommerce sites have become so important that most shopping carts have an elaborate content management system built in to facilitate quick entry of relevant data.

Here's an itemized list of reasons why content is an important driver of growth for eCommerce businesses:

1) Good content makes buyers spend time on the site. Its like a store with a good selection of products...even if you don't buy anything, you love spending time there checking out the wares. Similarly, good content makes people read, understand what you are selling and come back when they need it. This soft marketing tool is powerful and cannot be ignored as it delivers an ROI many times over.

2) Consumer focused content encourages users to buy. Tips on how to use new products, suggestions on when a dress will be perfect when buying online and reviews from people who have already bought the product results in an online sales pitch which results in sales. Take a look at any leading online retailer and you can see that they are really gung-ho on the content front.

3) Content can be a differentiator when it comes to beating the competition. Even if your competition uses the same shopping cart software and promotes products using the same keywords, you can be different by offering original content which is a differentiator in the competition. In fact, it is quite a common factor when it comes to being one up on the competition by featuring better content.

4) The investment from good content on the web site tends to pay itself quite quickly. The soft benefits sometimes might far outweigh the short-term benefits you get from good quality content. A source which gives valuable information and upfront inputs on products is likely instilling greater trust in the people who refer to your eCommerce site. Not only does it bring back shoppers, it makes you an authority in the category of products you are retailing and that is a real long-term benefit.

To ignore the content aspect of your online store it like opening a store and not putting labels on the products. You need to make sure you utilize every possible tool for eCommerce success and content is a powerful one to utilize. High quality web site and product content is likely to give you the edge you need... after all, Content is King!