How Often Should E-commerce Stores Blog?

“How often should we write a blog post?”

It's one of the first questions I get from e-commerce clients, usually followed by a slightly worried look when I don't immediately say "twice a week" or "once a month."

Because asking how often to blog is a bit like asking how often you should water a plant. Depends on the plant, doesn't it? A succulent and a fern have very different needs. Same goes for your online store.

The outdoor clothing shop launching new products every season has different content needs than the artisan jewellery maker with 20 one-of-a-kind pieces. The viral skincare brand answering daily customer questions needs a different strategy than the vintage furniture store that updates inventory monthly.

As your blog writer, I won’t give you a one-size-fits-all answer. What I'll do instead is walk you through how to find the right frequency for your store specifically - using what I've learned from years of managing content for different online retailers.

So what does that look like in practice? Well, let’s find out.

Asking how often to blog is a bit like asking how often you should water a plant. Depends on the plant, doesn't it?

Start with your reality, not your aspirations

The first factor to consider is what you can honestly manage to keep up with.

If you're a solo founder juggling everything from inventory to customer service, promising yourself you'll blog three times a week is setting yourself up for disappointment. I've seen this happen so many times — ambitious content calendars that last about six weeks before falling by the wayside.

Equally, if you've got the resources to hire a blog writer or dedicated time to write content yourself, letting your blog sit gathering digital dust means you're missing out on one of the most effective long-term marketing channels available.

So start with an honest assessment of your situation.

Ask yourself:

• Who's going to write these posts?

  • And if you're outsourcing, who will provide feedback and liaise with your writer?

• How much time can you realistically dedicate to blogging each month? (Either writing or managing the process)

• What else is competing for that time?

  
  

For example, if you're a founder who can dedicate a few hours a week to content but finds writing challenging, you might be better off hiring a blog writer and focusing your time on providing product knowledge and feedback. That could easily support bi-weekly posts.

But if you love writing and have 4+ hours a month to spare, starting with monthly posts and writing them yourself might be the perfect fit.

Different stores, different blog strategies

Let's look at how different types of e-commerce stores might approach their blogging schedule, based on what I've seen work in practice.

The small catalogue store (under 50 products)

You might think fewer products means less to write about. Actually, it's often the opposite. With a focused range, you can go deep on each product, its uses, and the stories behind it.

What to write about:

• Deep dives into individual products

• Customer stories and use cases

• Behind-the-scenes content

• Seasonal styling or usage guides

• Care and maintenance tips

• "How to choose" guides for your specific niche

Your advantage? You can become the absolute expert on your niche. When someone has a question about your product category, they should think of your blog first.

The growing store (100s of products across collections)

You've got more range, which means more content opportunities. But you've also got more complexity to manage.

What to write about:

• Collection launches and previews

• Category guides ("How to Choose the Right...")

• Seasonal content that features multiple products

• Trend reports relevant to your industry

• Product comparison posts within categories

• Style guides and outfit builders

Your blog becomes a curation tool, helping customers navigate your growing range while building your authority. This is where content calendars become essential — you need to plan around launches, seasons, and key shopping periods.

The extensive catalogue store (1000s of products)

With this many products, your blog needs to work strategically. You can't feature everything, so focus on what drives the most value.

What to write about:

• Category education and buying guides

• Trend roundups featuring curated product selections

• Solution-based content ("Everything You Need for...")

• User-generated content and customer stories

• SEO-targeted posts for high-value search terms

• Expert how-to guides that showcase product applications

At this scale, your blog becomes a major SEO asset. Consistency matters more than ever, because you're competing with bigger players who have content teams.

Factor in your industry's natural rhythm

Some industries have content calendars practically built right in, and working with these natural rhythms makes everything easier.

• Fashion and apparel: Your content follows seasons, trends, and launches. You might blog weekly during season changes and new collection drops, then ease back during quieter periods.

• Outdoor and sports equipment: Heavy content around season starts (summer camping guides, winter skiing prep), with maintenance and gear care content during shoulder seasons.

• Beauty and skincare: Consistent education-focused content works well year-round, with increases around new product launches or seasonal skin concerns.

• Food and beverage: Recipe content, seasonal ingredients, and holiday entertaining guides create natural posting opportunities.

• Home and furniture: Project-based content, seasonal refreshes, and style guides aligned with when people typically redecorate (spring and autumn).

Your industry affects not just how often you post, but when those posts will have the most impact. I always tell clients to map their content calendar against their business calendar first — it makes the whole strategy feel more natural.

One thoughtful, helpful post per month beats four rushed posts that don't really say anything.

Quality vs quantity: The eternal debate

I know what you're thinking. "Jen, just tell me the number of blog posts to write!"

But here's what matters more than frequency: consistency and quality.

One thoughtful, helpful post per month beats four rushed posts that don't really say anything. Your customers can tell the difference between content created with care and content churned out to tick a box.

When I'm managing a blog strategy for a client, I always ask these questions about every post:

• Will this genuinely help someone make a decision or solve a problem?

• Would I want to read this if I found it on Google?

• Does it connect back to our products/brand naturally, without being pushy?

If we're answering no to these questions in the rush to maintain frequency, it's time to dial back.

Signs you might need to blog more

Sometimes your business tells you it's time to increase your blogging frequency:

• Customers keep asking the same questions (turn these into blog posts!)

• You're launching new products or collections regularly

• Your competitors are dominating search results for terms you should own

• You have plenty of customer stories and case studies to share

• Your current posts are getting great engagement and traffic

• You've hired someone to help with content creation

• Your email list is growing and people want more from you

When I see any of these happening with a client, it's usually a good sign they're ready to scale up their content efforts.

When less Is actually more

On the flip side, you might need to blog less frequently if:

• Quality is slipping in favour of hitting deadlines

• You're repeating topics because you've run out of fresh ideas

• It's causing stress and taking focus away from core business tasks

• Posts are getting minimal engagement or traffic

• You're writing for the sake of it, not because you have something valuable to say

• The ROI isn't there (though give it time — content is a long game)

There's no shame in scaling back to a sustainable level. Better to do it well than burn out trying to keep up an unrealistic schedule.

A practical framework for finding your frequency

Here's the approach I use with clients to find their ideal number of blog posts to write:

Step 1: Start with what feels manageable, even slightly too easy. If monthly feels comfortable, start there.

Step 2: Commit to that schedule for three months minimum. Don't increase it, even if you're tempted. Build the habit first.

Step 3: After three months, honestly assess:

• Was it sustainable without causing stress?

• Did you maintain quality throughout?

• Are you seeing results (traffic, engagement, enquiries)?

• Do you have more valuable content ideas you want to share?

Step 4: Only increase frequency if you answered yes to all of the above.

This approach builds confidence and momentum without overwhelming you.

Step	Action	Timeline	Success metrics
1	Choose manageable frequency	Month 1	Stress-free execution
2	Commit to schedule	Months 1-3	Consistent publishing
3	Assess honestly	Month 3	Quality + sustainability check
4	Scale if ready	Month 4+	All boxes ticked

Making whatever frequency you choose work

Whatever schedule you land on, here's how to make it sustainable in real life:

• Batch your work: Write multiple posts when you're in the flow. Having a buffer takes the pressure off and lets you maintain quality even during busy periods.

• Create topic clusters: It makes planning easier and helps you go deeper into subjects that matter to your customers.

• Repurpose strategically: Turn frequently asked customer questions into blog posts. Expand your best product descriptions into comprehensive buying guides. Share behind-the-scenes stories that humanise your brand.

• Plan around your business calendar: If you have busy periods (like Christmas for gift-related businesses), plan content in advance. Don't try to create fresh content when you're already stretched thin.

• Set realistic deadlines: If you're posting monthly, don't wait until the 30th to start writing. Give yourself buffer time for research, writing, and editing.

• Track what actually works: Use Google Analytics to see which posts drive traffic and conversions. Notice which topics resonate with your audience, then create more content around those themes.

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The bottom line

How often should your e-commerce store blog? As often as you can maintain quality, provide genuine value, and stay sane.

For most small-to-medium e-commerce stores, that sweet spot is somewhere between fortnightly and weekly. But your sweet spot might be different, and that's perfectly okay.

Start conservatively. Build consistency. Increase gradually if it makes sense. And remember — a blog that serves your customers and supports your business goals is worth more than one that just fills a content calendar.

The goal isn't to blog as much as possible. It's to blog as effectively as possible.

Ready to get your blog strategy sorted?

Finding the right blog post number is just the start. You also need topics that make sense to your customers, content that ranks well in search, and posts that naturally guide people toward your products.

If you're ready for a blog that works with your business, I'd love to help. I offer blog writing services and content strategy specifically for e-commerce stores — from monthly blog posts that arrive like clockwork to comprehensive content calendars that take the guesswork out of what to write next.

• Monthly Blog Writing: From one post a month to four, I'll research, write, and deliver SEO-optimised content that showcases your expertise and supports your sales goals.

• Blog Content Strategy: Get a custom content calendar filled with post ideas designed around your products, seasons, and business objectives. Perfect if you want to write in-house but need clear direction.

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