Let’s talk straight: you’re running an ecommerce shop, not a content magazine. Everywhere you look, someone is telling you to “start a blog for SEO.” It sounds tempting—but for most ecommerce businesses, a blog can actually hurt more than help. Here’s why you might want to skip the blog and double down on your product vertical—plus some real stats to back it up.

It Dilutes Your SEO—and the Data Shows It

Google wants to know what your site is about. If you’re selling guitars, Google wants to see that every page is about guitars—products, reviews, accessories, guides, and support. When you add blog posts on tangential topics, you dilute your site’s authority. Research shows that blogs on ecommerce sites often confuse search engines, making it harder for your product pages to rank for high-intent keywords.

• Product pages on ecommerce sites average a 20–45% bounce rate—but blog posts typically bounce at 65–90%.
• One industry study found ecommerce blog content averaged an 82.4% bounce rate (sometimes over 90%).

High bounce rates and off-topic content signal to Google that your site isn’t a clear authority on your vertical, weakening your overall rankings.

Blogs Distract Visitors from Buying—And the Numbers Prove It

People visit ecommerce sites to shop. A blog link in your main menu is just an exit ramp—one click, and they’re off in content land, scrolling through articles instead of product pages. Every minute a customer spends reading blog posts is a minute not spent discovering your best-sellers or checking out.

• Visitors entering through a blog rarely delve deeper; most dissipate after a single page.
• Ecommerce product pages typically convert at 2–5%, but blog visitors bounce at 82%+, making a sale from blog traffic extremely unlikely.

Poor Blog Engagement Damages Your Metrics—and Your Bottom Line

Let’s be honest: most ecommerce blogs are written “for SEO,” not for people. Visitors click in, scan a post, then bounce—never returning to your shop or products.

• High blog bounce rates hurt your overall site metrics and can lower your perceived site quality in search engines.
• Too much content, especially non-product content, causes user confusion and decision fatigue, resulting in lower conversions and higher exit rates.

Content Creation is Not Your Core Business

Unless you are a true content provider (like a publisher or influencer), creating high-quality blog content is a massive time sink. Your resources are better spent on new product photos, better descriptions, improved support, or a smoother checkout. Great content marketing is a full-time job, and mediocre blog posts add nothing but clutter.

Internal Linking Can Backfire

Adding a blog creates a spider web of internal links that can pull valuable link equity away from your high-value product pages. Unless you’re meticulous with your structure (and almost no one is), you risk diluting your strongest pages and weakening your ability to rank for what matters—your products.

Blogs Are for Content Providers—Not Ecommerce Shops

If your business is content, a blog is your core asset. For shops, your value is your product offering, customer experience, and reputation. Leave the “how-to” posts to the bloggers and YouTubers who can do it better, and focus on being the best at what you sell.

Let’s Recap: The Numbers Don’t Lie

Final Thought

If you’re thinking about adding a blog to your ecommerce shop, ask yourself: will this help me sell more, or just create extra work and confusion? Most of the time, focusing on your product, your brand, and your customer experience delivers better results than a neglected blog ever could.

Your ecommerce site isn’t a magazine—it’s a store. Keep your visitors focused on what matters: your products.