The general answer for anyone who wants to run a successful online business is “yes.” Although it’s not a requirement for having a successful eCommerce website, a blog can do wonders to improve traffic and, therefore, sales and profits.

Before I even go any further, here are some interesting statistics to consider:

• More than 50% of blog readers are online shoppers.
• 61% of U.S. online shoppers gain more confidence about making a purchase based on recommendations they read in blogs.
• 60% of customers feel more connected to businesses after reading unique blog posts on their websites.
• 47% of online shoppers read three to five articles before engaging with an eCommerce business.

These stats are certainly food for thought but alone aren’t necessarily enough to convince you to get blogging.