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Blogging Benchmark Report

for Ecommerce Stores and DTC Brands

Key Takeaways.

Global SVG


Full-funnel results

Blogs impact the entire sales funnel, from attracting new visitors to retaining customers.


Audience first

The top-performing ecommerce blogs are more about the audience’s lifestyle than the brand itself.


Licensed content

Licensed content is just as engaging as original content. In other words, no one cares if your articles are branded.


Content ads

Content ads drive traffic for 96% less than the average product ad.


Email list growth

Blogs are an extremely effective tool for growing your email list.


Ecommerce sales

The average blog drives 6% of ecommerce revenue — but that jumps to 12% for brands that blog regularly for 6+ months.

About This Report.


In the era of owned marketing, your website is your storefront. And your blog is one of the most underutilized tools that ecommerce companies have because it helps them attract, convert, and retain customers in a way that goes beyond the transactional.

We wanted to learn how the best online retailers use their blogs to grow their businesses in 2020. What kind of content gets people to click, engage, make a purchase, and stick around for the long-term? And what can a blog do that product ads can’t do on their own?

We Analyzed →


Blog Posts


Facebook Campaigns


100+ Online Retailers and Brands

In these industries:
  • Health & Fitness
  • Home & Family
  • Beauty & Fashion
  • Food & Beverage
  • Travel & Outdoors


Jeff Moriarty,
Marketing, Moriarty's Gem Art

Blogging not only keeps us fresh, trustworthy, and relevant in the industry, but it also increases overall visitors to the website. This, in turn, equates to more sales.

KPIs We Measured.

KPIs Illustration / Girl phone blowing up

I. Visitors

The total number of visitors to a blog article.

II. Readers

The total number of visitors who spend at least 15 seconds reading a blog article.

III. Leads

The number of people who join a brand’s email list after reading blog content.

IV. Content-influenced revenue

The total ecommerce sales from blog readers.

V. Engagement rate

The percentage of visitors who became readers.

Licensed content and custom, original content are similarly engaging.



Avg Engagement Rate



Avg Engagement Rate

Promoting content via Facebook ads drives traffic at a 96% lower cost than product ads.



Content Ads



All Ads

Source: WordStream

William Chin,
Consultant, Bumblebeelinens

With the ability to track conversions, we can easily attribute the users who clicked off blog pages and ended up converting. This is crucial because then you can tie an exact dollar amount to a specific blog page and reproduce the same strategy elsewhere.

Conversion Benchmarks.

Conversion Sparkles

Now that you’ve brought people to your website, it’s time to start converting them to email subscribers. Your blog is an easy way to capture their attention and capture their email addresses.

So, how can ecommerce merchants use blog content to build an engaged email list of potential customers?

Locked content is the best way to convert readers into subscribers.

Grow your email list with blog conversion tools. Content that's locked (or gated) behind a form drives 4x more leads than average.

The blog is an email
list-building machine.

Building Email List Illustration


Average overall blog conversion rate


Average locked content conversion rate


Average content popup conversion rate

Licensed content drives more email signups than custom content.



Avg leads influenced



Avg leads influenced

Blog content can help you capture 126% more email addresses.



Average blog conversion rate



Average conversion rate for ecommerce sites

Source: Sumo

Locked content is the cheapest, most reliable way to grow your email list.






Locked content

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Revenue Benchmarks.

Revenue Benchmarks.

Blogging influences 6.0% of ecommerce sales.

And that number doubles to 12% for businesses that blog regularly for 6+ months. Your blog’s job isn’t done once you’ve gotten shoppers on your email list and into your sales funnel. You can also use blog content to:

  • Stay top-of-mind with subscribers until they’re ready to make a purchase.
  • Promote your products.
  • Keep current customers engaged with your brand.

About Matcha.

Matcha gives ecommerce stores the tools they need to build a blog that builds their business. Your blog is your most powerful asset to attract, engage, and retain a loyal audience.

But creating content takes time. With Matcha, you can instantly publish from our library of 10,000+ articles and grow your email list faster than ever.

Use the platform for free. Subscribe to publish.

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