To write good e-commerce content, put on your storyteller's hat. Think less about how to sell the product and instead walk in your customer's shoes to understand how they need to learn about the product or your brand. Good content works when it's genuine and speaks to your values. It's no different for e-commerce content. Without the ability to touch the items as you would in an in-store setting (and speak to a customer rep), your content both needs to describe the what and why of the thing you're selling.