Why Every Ecommerce Brand Needs to Think Like a Media Company

The Ecommerce Download #13

"In today’s world, your ecommerce brand isn’t just a store—it’s a content property. A media company."

That quote came from one of our recent podcast episodes, and it stuck with me hard. I haven’t stopped thinking about it. Because it perfectly sums up how ecommerce works today.

When I started my first company back in 1997—a mix of commerce and content—we were unknowingly thinking and acting like a media company. We didn’t call it that at the time, but we were publishing content, educating our audience, and using storytelling to build trust long before we pitched anything. Looking back, we were ahead of the curve without even realizing it.

The lines between content and commerce? They’re gone.

Whether it’s TikTok Shop or an email from your favorite brand, content is the way customers discover, trust, and decide to buy. So if you're only focused on product pages and ad spend, you might be missing the bigger picture.

Let’s talk about why your ecommerce business should think—and act—like a media company.

So, What Is a Media Company Really?

A media company’s job is to earn attention. Period.

They do that by consistently putting out valuable, entertaining, or helpful content. Think of them like machines that run on content, powered by storytelling and strategy.

Here’s how they usually operate:

• Content creation: Articles, videos, podcasts, social posts

• Editorial direction: Defined themes or “content pillars” that guide what they talk about

• Distribution: Email, social media, SEO, YouTube, etc.

• Monetization: Subscriptions, ads, or—in your case—selling physical products

If you're a brand trying to build customer loyalty and long-term growth, this mindset is gold.

Your Ecommerce Brand = A Media Property

Most ecommerce businesses are great at the store part—listings, checkout, shipping. But very few are building the property that brings people back.

That’s your content.

And you don’t need to be a production house. You just need a point of view, a strategy, and a willingness to show up consistently.

Think of it like this:

• Your store sells products

• Your content tells stories

• And together, they build trust, attention, and ultimately—a community

5 Tactics to Get You Thinking Like a Media Company

Here’s how to start putting this into practice, even if you’re a solo founder:

1. Know your people
   Who are your customers (create your buyer persona)? What do they care about beyond your product? Build content around that.

2. Pick 3–5 core topics (aka content pillars)
   For example: If you sell coffee gear, your pillars might be brewing techniques, coffee culture, product tips, and behind-the-scenes stories.

3. Choose a schedule that works for you
   Weekly email. Bi-weekly blog post. A few Reels or TikToks per month. Whatever you do, stay consistent.

4. Focus on just a few channels
   Don’t try to be everywhere. Nail one or two first—email and Instagram, for example. Then expand.

5. Stretch every piece of content
   That blog post? Turn it into an email. That customer question? Turn it into a Reel. Use AI or a VA to help you repurpose and stay sane.

Wait—How Do I Fit This In With Everything Else?

I get it. You’ve got orders to pack, ads to run, inventory to manage.

But here’s the thing: content isn’t a separate part of your business. It fuels everything else.

Here’s what I mean:

• A product how-to video reduces returns and builds buyer confidence

• A helpful blog post can drive organic traffic for years

• An email with a founder story makes people feel connected to your brand

• A short video tip can nudge someone from “maybe” to “add to cart”

So yes, content takes effort—but it pays off in compounding ways.

Real Brands Doing It Right

Need some inspiration?

• Glossier built an audience with content before they launched their first product

• Beardbrand turned their YouTube channel into a trust-building machine

• Liquid Death leans more into outrageous media than into selling water—and it works

• Goop started as a newsletter. Now it’s a full-blown ecommerce empire

These brands didn’t just sell products. They told stories—and built a following.

You Don’t Need to Be a Creator. Just Be Consistent.

You don’t have to be the next Vogue or BuzzFeed. But you do need to be intentional about the content you share.

Because here’s the truth: if you’re not creating, you’re paying (ads) or praying (SEO).

Content gives you leverage. It gives your brand personality. And it gives your customers a reason to stick around—even when they’re not buying.

Next Steps

If you’re in ecommerce, you’re in the attention business.

And attention isn’t won with discounts—it’s earned with stories.

So… what kind of story are you telling?

---

📤 Share It Forward
If this helped you shift how you think about your business, send it to a fellow founder who needs this reminder too.

---