In brick-and-mortar stores, it's the shop window and personalized service that attract and win over customers. But how can you bring this closeness and connection to your Shopify store? The solution: your own blog for your online store. Shopify blogs are the way to create context, tell your story, and offer valuable information about your products.
A well-run blog on Shopify can increase your store's visibility on Google, provide your customers with useful tips on how to use your products, or tell the story behind your brand. It serves as a digital advice platform while building trust in your business.
With Shopify, retailers have everything they need to combine content and online shopping into a holistic strategy with a blog. But what exactly makes a good blog on Shopify? We look at how strong brands like Hensslers Schnelle Nummer and 3Bears present their recipes in a Shopify blog, and how XbyX and nkm purposefully combine knowledge sharing and shopping.
The content of this article is based on the knowledge of tante-e expert Anna, who has already implemented numerous blogs on Shopify together with our customers.
Our account manager Anna has already optimized online shops for numerous brands and has extensive experience in conceptualizing Shopify blogs. In the tante-e podcast, she shares her learnings from her collaboration with Hensslers Schnelle Nummer for their recipe world (link to the episode on YouTube , Spotify , & Apple Podcasts ).
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1. What are Shopify blogs and why are they important?
Unlike social media platforms or external content, blogs on Shopify offer directly shoppable content: articles, guides, or magazines that are located directly on your platform and create a clear connection to your products. From blog posts about recipes to in-depth guides, you can inspire and inform customers while simultaneously directing them to your products.
By linking content to your product pages – or ideally by allowing customers to add products directly to their shopping cart – you create a holistic experience that not only increases traffic but also makes the purchasing process seamless.
2. Benefits of Shopify Blogs
Shopify blogs offer numerous benefits that make them an indispensable component for many e-commerce brands:
- More traffic through SEO: Blogs expand the number of pages on your domain, increase visibility in search engines, and offer numerous opportunities to target keywords.
- Additional entry points for customers: Instead of only accessing the shop via the homepage or product categories, users can discover new ways to find your products through informative articles or inspiring content.
- Building trust: A well-designed blog can act as a trust factor by highlighting expertise, success stories, or your brand's mission.
- Long-term customer loyalty: Returning readers who visit your blog regularly can become loyal customers in the long run.
- Context for products that require explanation: A blog is ideal for making complex products or products that require explanation easier to understand, for example, through guides or application examples.
- Inspiring content: Brands can use recipes, DIY projects, or lifestyle topics to present their products in an engaging context.
3. Structure of blogs on Shopify
The structure of Shopify Blogs allows for flexibility and efficiency:
- Blog Groupings: Blogs in Shopify can be divided into different groups, such as "Recipes," "Guides," or "Magazine." Each group provides its own overview page to help customers find relevant content.
- Templates and meta fields: With Shopify 2.0, you can use templates and meta fields to efficiently manage blog posts. Once created, templates allow you to centrally manage content and automatically add relevant sections such as product recommendations or tables of contents.
- Easy maintenance: You can easily manage content, schedule publications, and link products directly to items via the Shopify admin area.
Now that we've covered the theoretical foundations and benefits of Shopify blogs, the question arises: How do successful brands implement these strategies in practice? We take a look at inspiring practical examples. These Shopify stores demonstrate how blogs not only inform customers but also engage customers and integrate conversion-boosting elements:
4. Examples of Shopify Blogs
4.1. Henssler's Quick Number
The brand Hensslers Schnelle Nummer , launched by renowned TV chef Steffen Henssler, impressively demonstrates how to seamlessly combine content and commerce in a Shopify blog. In addition to a diverse range of kitchen accessories, spices, and oils, the website features an inspiring recipe collection integrated directly into the Shopify store. This demonstrates how blogs not only serve as a source of information, but can also specifically enhance the shopping experience.
Together with the brand, we designed the recipe section to provide customers with maximum inspiration and guidance. Flexible filter options allow visitors to browse the content according to their preferences. For example, quick, vegetarian recipes with seasonal ingredients can be found with just a few clicks. This clear structure helps users avoid long searches and makes the experience pleasant and efficient.
A special highlight of the blog is the linking of recipes to the product range in the shop. The ingredient lists in the recipes are designed to be interactive: Suitable products, such as Henssler's specially created spices or pans, can be added directly via an "Add to Cart" button without leaving the page. In addition, existing video content from YouTube is cleverly integrated to give the recipe pages an additional visual layer and build a sense of connection to Steffen Henssler. This approach makes the content not only more informative but also more entertaining and engaging.
To implement this blog on Shopify, we primarily used the Recipe Kit app , which offers additional features such as recipe ratings and SEO optimization through rich snippets. Visitors can see at a glance how popular a recipe is, how long it takes to prepare, and which ingredients are required. This information not only improves user experience but also ensures that recipe pages rank particularly well in search engines.
Overall, Henssler's quick fix demonstrates that Shopify blogs can be far more than just a content platform. By cleverly combining inspirational content, store features, and SEO optimization, they not only strengthen brand awareness but also focus on increasing conversions.
In the Merchant Inspiration Podcast, our account manager talks in more detail about working with Hensslers Schnelle Nummer, strategy development, and what lessons she shares with other merchants for blog content on Shopify.
4.2. nkm
The natural cosmetics brand nkm (Naturkosmetik München) demonstrates how to educate and inspire customers with a well-thought-out blog concept, while also cleverly guiding them to purchase. The "Skin Knowledge" section is integrated directly into the Shopify store and provides valuable information on all things skincare.
Together with nkm, we chose the approach of using custom templates specifically tailored to the respective content of the articles. This approach allows us to create creative content that is specifically tailored to customer needs, whether on topics such as skin compatibility, active ingredients, or application tips. The disadvantage: Custom templates require a lot of maintenance, especially for product updates such as changes to ingredients or formulations.
To minimize this effort while simultaneously optimizing the connection between content and the store, we developed a solution with a specially designed product recommendation section that can be intuitively added in the Shopify Theme Editor . The nkm team simply needs to select the appropriate product – all other information such as product name, reviews, ingredients, and descriptions are automatically pulled from the stored product data. This saves time and ensures that the content always remains up-to-date.
A key advantage of this solution is the seamless integration of product information directly into blog posts. For example, in an article about the benefits of vitamin C for skin, customers can not only learn more about the active ingredient but also purchase the right product immediately – without having to leave the page. The "Add to Cart" button makes it particularly easy to complete the purchase, while detailed information about the product's suitability for different skin types facilitates the decision.
With its Shopify blog, nkm not only conveys knowledge about skincare but also simplifies the often complex selection of skincare products. Targeted product recommendations combined with in-depth expertise build customer trust and deepen brand loyalty. At the same time, the smart system allows changes or updates to be made in only one place, keeping blog maintenance efficient.
4.3. TRUE TO NATURE
The NATURTREU brand, which specializes in natural dietary supplements, uses an integrated health blog to inform its customers not only about its products, but also about their effects and health benefits. With a clever combination of in-depth knowledge and practical product recommendations, NATURTREU creates a well-rounded customer experience.
In NATURTREU's health blog, customers will find a wealth of information on topics such as health and nutrition. The articles explain how natural products can help with various ailments—from high blood pressure to sweating. The relevant products are embedded directly into the content, making it easy for customers to understand how the supplements can be integrated into their daily routine.
Another area is the NATURTREU Nutrient Compendium , a digital encyclopedia that explains the most important vitamins, trace elements, and nutrients. This compendium not only serves as a reference but also helps answer frequently asked questions about the products. This facilitates purchasing decisions and strengthens trust in the brand.
4.4. HORST
The HORST brand is dedicated to the DIY community and aims to inspire customers to take on creative DIY projects. To achieve this, HORST relies on a clever content strategy and integrates Shopify blogs to provide further context about the products and demonstrate their potential uses.
The "How-to" section covers all relevant product topics: from the correct application of HORST wall paints to tips for varnishing and painting. Each category has a clear landing page that lists the individual products with preview images and short teasers. Customers can find the most important information at a glance without having to search for long details.
The blog posts specifically address the most frequently asked questions: Which tool is needed? How do they work correctly? And what are the added values of HORST products? Through this mix of advice and inspiration, HORST not only succeeds in building trust but also underscoring the expertise of its brand.
For creative minds, HORST also offers a separate inspirational world in the form of a blog. This can be conveniently filtered by room or piece of furniture, making it easy to find the right ideas for your own project.
At HORST, content is also directly linked to the Shopify store: Suitable products such as paints, varnishes, or tools are linked directly within the articles and can be added to the shopping cart with just one click. This makes the transition from inspiration to purchase decision seamless and facilitates the shopping experience for customers.
4.5. 3Bears
The brand 3Bears , known for its high-quality porridge, impressively demonstrates how Shopify blogs can be used as a source of inspiration for food brands. With its dedicated recipe section, 3Bears offers its customers not only creative ideas for preparation but also a user-friendly and visually appealing structure that makes browsing a pleasure.
The 3Bears recipe world overview page is intuitively designed, allowing customers to quickly find the right recipes. Tabs allow you to filter recipes by categories such as baking ideas, fitness, or seasons. This structure makes it easy to find specific inspiration—be it for a light breakfast, a special dessert, or a seasonal highlight.
Large preview images with badges for individual blog posts give customers a first visual impression of the recipes and encourage them to try them. The clearly structured presentation not only ensures an appealing design but also helps customers quickly make a selection.
4.6. XbyX
The brand XbyX , which specializes in nutritional supplements for women—particularly for topics like menopause—relies on a structured and efficient approach to connecting content and products. With a cleverly designed advice section in its Shopify store, XbyX offers both health information and recipes, creating the ideal combination of inspiration and knowledge sharing.
Instead of designing each blog post individually, we implemented a set of pre-built templates with XbyX that are perfectly tailored to different content types. For example, a magazine article has a different structure than a recipe. These templates ensure consistency and make maintenance much easier.
Content is populated centrally in the Shopify admin area, using smart mechanisms such as automated tables of contents. Headings are intelligently drawn from the text structure, and jump links enable easy navigation within articles. For readers, this means everything is clear and easily accessible.
Particularly innovative is the use of dynamic product banners, which are automatically integrated into the body text. Specific keywords or references in the text signal the system where a banner should appear. These banners, created once in the theme editor and linked to meta objects , contain relevant product information, images, and links – all updateable with just a few clicks.
The strength of XbyX lies primarily in its sophisticated automation. Author information, images, and other elements such as teasers or links are managed centrally and automatically inserted into the correct areas. This ensures a consistent appearance and significantly reduces the effort required for content maintenance.
4.7. RESTUBE
The Restube brand, which offers innovative safety systems for swimmers in the form of inflatable lifebuoys, faces the challenge of presenting a product that requires explanation in a clear and understandable way. To achieve this goal, Restube uses a Shopify blog that not only informs customers but also provides context.
Articles on the topic of swimming—for example, on water safety, tips for swimmers, or situations in which Restube can save lives—make the rather niche product understandable and tangible. Overall, Restube uses the blog as a communication tool for products that require explanation, thus contributing to greater trust.
5. Conclusion
Whether inspiring recipes, helpful guides, or success stories—the possibilities for Shopify blogs are virtually endless. Here are the key takeaways from our examples:
- Creating context and explaining: Brands like Restube and NATURTREU demonstrate how blogs can help make products that require explanation more understandable. Background information, application examples, and helpful tips make products more tangible and relevant for the target audience.
- Offer inspiration and added value: Food brands like 3Bears and Hensslers Schnelle Nummer use blogs to inspire their customers with recipes. Content that creates real added value fosters brand loyalty and builds trust.
- Cleverly integrate shoppable content: From interactive ingredient lists to dynamic product banners, almost all of the examples presented show how blogs can be linked to shop elements to make the transition from inspiration to purchase seamless.
- User-friendly structure: A well-structured blog—like those at XbyX or HORST —makes it easier for customers to quickly find relevant content. Overview pages, filter functions, and visual elements like thumbnails enhance user-friendliness and keep readers on the site longer.
- Efficient maintenance through automation: Brands like XbyX and NATURTREU demonstrate how blog maintenance can be streamlined through the use of templates and meta fields. This saves time while still ensuring a consistent presentation.
- Personality and storytelling: Success stories, like those at Restube , or the communication of brand values, like those at nkm , make blogs more personal and create emotional connections with customers.
- SEO as a traffic driver: Shopify blogs help increase visibility in search engines. Well-optimized content with keywords and structured data – like those from XbyX or NATURTREU – are a key component for long-term success.
