Podcasting for online stores 

The ultimate guide

Written by Manuel Lamas | Updated: August 2, 2025 

Become irresistible ...

 

Why podcasting is a powerful tool for online store owners

 

• A way to stand out

 

In a world saturated with ads and visual content, podcasting offers a unique way to captivate your audience. Its audio format helps build a more personal and authentic connection with potential customers for your online store .

 

• Accessibility and flexibility

 

Podcasts can be listened to at any time—during a commute, a workout, or a break. This allows you to reach your audience when other content formats are less effective — and offers additional opportunities for distribution and sharing via social media  renforcing your visibility.  

 

The unique benefits of podcasting to boost brand awareness and loyalty

 

• Boost your brand awareness

 

By sharing captivating stories, helpful tips, or discussions on relevant topics, you position your store as an authority in your field. Each episode becomes an opportunity to showcase your products and strengthen your online presence.

 

• Build a loyal community

 

Podcasting helps build a community around your brand. By engaging your audience with consistent and relevant content, you establish trust that encourages loyalty and repeat purchases. Collaborating with influencers in your episodes can also expand your reach and reinforce the credibility of your message with new audiences.  

 

Guide goal: create, launch, and use a podcast to boost your online store

 

• What you will learn

 

This guide will walk you step by step to:

 

- Design a podcast that attracts and engages your customers.

 

- Launch your podcast on major platforms.

 

- Use strategies to promote your products and increase your sales.

 

• Why this guide is essential

 

Whether you are new to podcasting or looking to optimize your existing strategy, this guide will provide you with the tools you need to fully harness this powerful medium.

The benefits of podcasting for online stores

 

Humanize your brand and build an authentic connection with your customers

 

• Give your store a voice

 

Podcasting adds a human dimension to your brand. By sharing your ideas, stories, or discussions, you create an emotional connection that strengthens customer engagement.

 

• A way to build trust

 

Listeners get to know your personality and values through your voice, which helps build a trusting relationship. This turns occasional customers into loyal ambassadors for your brand.

 

Reach a wider audience through popular platforms

 

• A presence on major platforms

 

By publishing your podcast on platforms like Spotify, Apple Podcasts, and Google Podcasts, you expose your brand to millions of potential listeners. These platforms are powerful channels to attract new customers who share interests related to your store.

 

• Accessible anywhere, anytime

 

Unlike blogs or videos, podcasts can be listened to while multitasking, making them especially appealing to a busy audience.

 

Build a loyal community around your store

 

• Build loyalty through regular content

 

The consistency of your episodes helps maintain a continuous presence in your listeners' lives. Engaging and regular content encourages your audience to return, strengthening their connection with your brand.

 

• Create interactions

 

By including questions, calls to action, or interactive episodes, you encourage exchanges with your customers. These interactions foster a sense of community and increase their loyalty.

 

Increase your visibility through audio SEO (podcast SEO)

 

• Optimize your episodes for SEO

 

By using relevant titles, keyword-rich descriptions, and optimized transcripts, you improve your visibility on search engines. Well-optimized podcasts attract a qualified audience that might not find you otherwise.

 

• The potential of voice search SEO

 

With the rise of voice assistants like Alexa and Google Assistant, well-structured audio content becomes a strategic lever to be discovered by an even wider audience.

Find your angle and define your target audience

 

Identify relevant topics related to your products or niche

 

• Link your content to your store

 

Your podcasts should be directly linked to your field of activity or your products to attract a qualified audience. For example:

 

- A beauty product store could talk about "skincare trends".

 

- A clothing store could explore "tips for creating a capsule wardrobe".

 

• Explore related topics

 

Think about topics that interest your customers even if they're not directly related to your products. For example: "How to adopt a sustainable lifestyle" for a store selling eco-friendly products.

 

Identify your audience's needs and interests

 

• Know your audience

 

To grab attention, you need to understand what your audience is looking for. Ask yourself these questions:

 

- What problems are your customers trying to solve?

 

- What types of content interest them?

 

- What are their goals or passions?

 

• How to gather this information

 

Use tools like surveys, social media analytics, or customer feedback to identify the most relevant topics. Example: Ask your audience "What topics would you like us to cover in our podcast?"

 

Choose a unique angle to stand out from other podcasts

 

• Create a unique value proposition

 

To avoid getting lost in the crowd, choose an original angle that reflects your brand identity. For example:

 

- Tell stories around your products.

 

- Invite experts or customers to share their experiences.

 

- Approach your topics with a humorous, educational or inspiring tone.

 

• Example of a unique angle

 

- Classic podcast: "Tips for better online selling."

 

- Unique podcast: "Behind the scenes of an online store: successes, challenges, and lessons learned."

 

• Test and refine your angle

 

Launch several episodes with different formats or angles, and analyze which ones resonate most with your audience. Adjust your strategy based on feedback and statistics.

Planning and preparing your podcast

 

Create an editorial schedule

 

• Relevant and consistent topics

 

Define a list of topics that align with your niche and goals. Each episode should provide value to your audience while staying connected to your products or services. Example:

 

- For a home decor shop: "This year's decor trends."

 

• Frequency and length of episodes

 

Choose a realistic frequency that you can maintain over the long term. For example, one episode per week or every other week. The ideal length varies by audience, but aim for 20 to 40 minutes to keep their attention.

 

Choose a format

 

• Possible format types

 

- Interviews: Invite experts, customers, or influencers to share their experiences.

 

- Discussions: Explore topics with a co-host or a team.

 

- Stories: Tell stories related to your brand or products.

 

- Tutorials: Explain how to use your products or solve specific problems.

 

• Adapt the format to your audience

 

Think about what your customers prefer. A professional audience might appreciate educational discussions, while a general audience may be more drawn to stories or tutorials.

 

Define a goal for each episode

 

• Clarify your intention

 

Before recording, determine what you want to accomplish with the episode:

 

- Inform: Share helpful tips or useful information.

 

- Entertain: Engage your audience with stories or anecdotes.

 

- Promote: Highlight a product or special offer.

 

• Structure your content

 

Break each episode into segments to keep interest: introduction, key points, conclusion, and call to action.

 

Prepare a script without losing authenticity

 

• A balance between structure and spontaneity

 

Create a script or notes to organize your ideas, but leave room for improvisation to keep a natural tone.

 

• Key elements of the script

 

- Introduction: Present the topic and grab the audience's attention.

 

- Main content: Cover key points with examples and stories.

 

- Conclusion: Summarize and add a call to action (example: "Discover our new products on our website!").

Essential equipment to get started

 

Microphones: options for all budgets

 

• Entry-level microphones

 

For a limited budget, choose USB microphones like the Blue Snowball or the Samson Q2U, which offer good sound quality without requiring additional equipment.

 

• Mid-range microphones

 

Options like the Rode NT-USB or the Audio-Technica ATR2100x provide professional quality while remaining affordable.

 

• High-end microphones

 

For studio-quality sound, invest in an XLR microphone like the Shure SM7B, but note that it requires an audio interface such as the Focusrite Scarlett 2i2.

 

Headphones: the importance of good audio quality

 

• Why good headphones are essential

 

A quality headset allows you to clearly hear your recording and detect unwanted noise. This ensures professional sound from the recording stage.

 

• Recommendations

 

- Entry-level: Audio-Technica ATH-M20x.

 

- Mid-range: Sony MDR-7506.

 

- High-end: Beyerdynamic DT 770 PRO.

 

Recording and editing software

 

• Free tools

 

- Audacity: A free and open-source solution for recording and editing your episodes.

 

- GarageBand: Ideal for Mac users, with an intuitive interface and robust features.

 

• Paid tools

 

- Adobe Audition: Professional software for advanced audio editing.

 

- Reaper: An affordable alternative with many customizable features.

 

Useful accessories

 

• Boom arms

 

A boom arm keeps your microphone steady and reduces unwanted vibrations. Example: Rode PSA1.

 

• Pop filters

 

Pop filters eliminate plosive sounds caused by consonants like "P" and "B". Example: Aokeo Pop Filter.

 

• Acoustic shields

 

To minimize background noise, use a portable acoustic shield like the Neewer NW-5. This significantly improves recording quality, especially in untreated environments.

Recording and editing

 

Tips for recording in a quiet environment

 

• Choose the right space

 

Record in a quiet room, away from external noises such as traffic or household appliances. If possible, choose a space with few hard surfaces to reduce echo.

 

• Reduce background noise

 

Turn off noisy devices (air conditioning, fans) and ask those around you to avoid interruptions during recording. Use an acoustic isolator or thick blankets to absorb sound.

 

Techniques to achieve professional sound quality

 

• Microphone positioning

 

Place the microphone about 15–20 cm from your mouth, slightly tilted to avoid direct breath noise. Use a pop filter for a clearer sound.

 

• Level adjustment

 

Make sure your recording levels don't exceed -6 dB to avoid distortion. Monitor your sound with headphones throughout the recording.

 

Add audio elements

 

• Jingles and transitions

 

Add a jingle at the beginning and end of each episode to reinforce your sonic identity. Use short transitions between segments to keep a smooth flow.

 

• Royalty-free music

 

Add background music or intros from royalty-free libraries like Epidemic Sound or Free Music Archive. Make sure to comply with licensing terms.

 

Cut mistakes and structure your episode

 

• Remove pauses and mistakes

 

Use editing software to remove mistakes, long silences, and unnecessary repetitions. This improves flow and keeps your listeners engaged.

 

• Structure your content

 

Break down your episode into clear sections:

 

- Introduction: Present the topic and grab the audience's attention.

 

- Main content: Develop your key points with examples and anecdotes.

 

- Conclusion: Summarize and add a call-to-action to guide your listeners to your store or related content.

 

• Test the final episode

 

Before publishing, listen to the episode to ensure the sound is clear, balanced, and engaging.

Host and distribute your podcast

 

Choose a hosting platform suited to your store

 

• Why a hosting provider is essential

 

A podcast host stores your audio files and generates an RSS feed that podcast platforms use to distribute your episodes. It also offers tools to track your podcast performance.

 

• Hosting provider recommendations

 

- Buzzsprout: Ideal for beginners thanks to its user-friendly interface and customization options.

 

- Anchor: A free solution with simple tools for recording, editing, and distribution.

 

- Libsyn: Popular among experienced podcasters for its advanced features and detailed analytics.

 

Connect your podcast to major platforms

 

• Must-have platforms

 

To maximize your podcast's reach, connect your RSS feed to major platforms such as:

 

- Spotify

 

- Apple Podcasts

 

- Google Podcasts

 

- Amazon Music

 

• Connection process

 

Each platform has a simple process to submit your podcast:

 

1. Create an account on the platform.

 

2. Submit your RSS feed generated by your hosting provider.

 

3. Review and publish your podcast once approved.

 

These steps help your podcast get discovered easily by a wide audience.

 

Optimize descriptions and titles for SEO

 

• Create compelling titles

 

Your titles should be clear, catchy, and include relevant keywords. Example:

 

- Generic title: "Episode 1: Introduction."

 

- Optimized title: "5 tips to boost your online store today."

 

• Write detailed descriptions

 

Each episode description should include:

 

- A summary of what listeners will learn.

 

- Relevant keywords to improve your SEO.

 

- A call to action (e.g., "Discover our products on our website!").

 

• Use tags and categories

 

Make sure to properly classify your podcast under relevant categories (e.g., "Business", "E-commerce") to make it easier to find.

Promote your podcast

 

Embed your episodes on your website or online store

 

• Add an audio player

 

Embed an audio player directly on your website or store to let visitors listen to your episodes without leaving your platform. Hosts like Anchor or Buzzsprout provide easy-to-use embed codes.

 

• Create a dedicated section

 

Add a "Podcast" section to your site to group all your episodes. Include a short description for each episode and a link to your related products or services.

 

Use social media to attract listeners

 

• Share impactful clips

 

Create 30 to 60-second video or audio teasers highlighting the key moments of your episodes. This sparks curiosity and encourages users to listen to the full episode.

 

• Use hashtags and quotes

 

Share powerful quotes from your episodes with eye-catching visuals. Be sure to include relevant hashtags to reach a wider audience. Example: #EcommercePodcast #BoostYourSales.

 

Collaborate with other podcasters or influencers

 

• Invite special guests

 

Invite other podcasters, influencers or niche experts to join your podcast. This brings their audience to your content.

 

• Join other podcasts

 

Being a guest on other relevant podcasts is a great strategy to grow your audience and promote your own show.

 

Set up a dedicated newsletter

 

• Keep your subscribers informed

 

Create a dedicated newsletter to keep your subscribers updated on new episodes. Add clips, summaries and direct links to your podcast.

 

• Add calls to action

 

Use your newsletter to encourage your subscribers to:

 

- Share the episode with their network.

 

- Listen to the episode on their preferred platform.

 

- Discover your products or services related to the episode topic.

Monetization and conversion through podcasting

 

Promote your products or services in your episodes

 

• Include natural mentions

 

Naturally mention your products or services in your episodes. For example: "To prepare this episode, I used our latest product [product name]. You can find it on our website!".

 

• Create dedicated episodes

 

Dedicate some episodes to a specific product or service by sharing tips, stories, or interviews about how it's used.

 

Use exclusive discount codes for your listeners

 

• Why offer exclusive codes

 

Exclusive discount codes encourage your listeners to take action quickly while strengthening their sense of belonging to a privileged community.

 

• Example

 

"As a listener of our podcast, enjoy 15% off your next order with the code PODCAST15."

 

Add sponsors or embedded ads

 

• Partnerships with sponsors

 

Collaborate with brands or businesses related to your niche to sponsor your episodes. Make sure their products or services complement your offer without diverting attention from your brand.

 

• Embedded ads

 

Place short ads (pre-roll, mid-roll, or post-roll) in your episodes. Example: "This episode is sponsored by [brand name]. Discover their products at [website]."

 

Create exclusive content for paying subscribers

 

• Offer exclusive benefits

 

Offer additional content reserved for paying subscribers, such as:

 

- Bonus episodes.

 

- Early access to new episodes.

 

- Exclusive resources or guides.

 

• Use appropriate platforms

 

Platforms like Patreon or Supercast make it easy to manage paying subscribers and monetize your exclusive content.

Measure and optimize your podcast performance

 

Essential KPIs

 

• Listens

 

Track the total number of listens for each episode. It gives you an idea of your content's popularity and how your audience is evolving.

 

• Subscribers

 

The number of subscribers shows how many people commit to receiving your new episodes as soon as they're released. It's a key indicator of your audience's loyalty.

 

• Average listening duration

 

Analyze how long your listeners stay engaged. A high average duration means your content is relevant and engaging.

 

• Conversions

 

Track the actions your listeners take after hearing an episode: visits to your site, purchases, or newsletter signups.

 

Tools to track your stats

 

• Spotify for Podcasters

 

A free tool that provides detailed data on:

 

- Number of listens and subscribers.

 

- Demographic data about your audience.

 

- Performance of each episode.

 

• Google Analytics

 

Use Google Analytics to track visitors to your website generated by your podcast. Identify the most visited pages after an episode is published.

 

• Hosting tools

 

Platforms like Buzzsprout or Anchor offer integrated dashboards to monitor your plays, retention rates, and audience trends.

 

Use listener feedback to improve your content

 

• Collect feedback

 

Encourage your listeners to share their feedback via social media, email, or comment sections on listening platforms.

 

• Analyze and adjust

 

Take feedback into account to refine your content:

 

- Which topics interest your audience the most?

 

- Which formats or guests generated the most engagement?

 

Test different formats and strategies

 

• Experiment with content

 

Try different episode formats (interviews, storytelling, tutorials) to identify which ones resonate best with your audience.

 

• Optimize promotion

 

Try different promotion strategies, such as video snippets, paid ads, or collaborations with other creators. Analyze the results to determine what works best.

 

• Iterate constantly

 

Use data and feedback to improve each new episode and maximize your podcast's impact.

Inspiring podcast examples for online stores

 

Case study: how a podcast multiplied the sales of a handmade products store

 

• The context

 

A shop specializing in handcrafted products launched a podcast called "The Stories Behind Our Creations", where the owner shared the stories and inspirations behind each item.

 

• The strategy

 

- Publish one episode per week, highlighting a product or a craftsperson.

 

- Include calls to action at the end of each episode, such as: "Discover this unique product on our website with an exclusive discount for our listeners."

 

- Promote the podcast on social media and through a newsletter.

 

• The results

 

- A 35% increase in website visits.

 

- A higher conversion rate among listeners, with 20% using the discount codes.

 

- A more loyal community thanks to the emotional engagement created through storytelling.

 

Analysis of popular podcasts to understand what works

 

• Podcast 1: "Simplified E-commerce"

 

This podcast focuses on practical tips for online store owners. Highlights:

 

• - Short and targeted episodes (around 15 minutes).

 

- Expert guests who add value.

 

- A friendly and accessible tone, even for beginners.

 

• Podcast 2: "Shopping Trends"

 

A podcast that analyzes the latest consumer trends. Highlights:

 

- In-depth discussions on buyer behavior.

 

- Cross-promotion with influencers.

 

- Excellent SEO thanks to optimized titles.

 

Inspiration for different industries

 

• Fashion

 

A podcast exploring current trends and styling tips. Example: "The Perfect Wardrobe: Tips and Inspiration".

 

• Handicraft

 

Highlight captivating stories about artisanal techniques and traditions. Example: "Secrets of the Craftsmen".

 

• Electronics

 

Educational episodes on using and maintaining gadgets. Example: "Easy Tech: Master Your Devices".

 

• Beauty

 

Audio tutorials and interviews with skincare experts. Example: "Beauty Secrets: Must-Have Routines and Products".

Common mistakes to avoid

 

Lack of consistency in publishing

 

• Why consistency is essential

 

An irregular podcast may lose your audience's interest. Listeners get used to a publication rhythm and expect episodes at predictable intervals.

 

• How to avoid this mistake

 

- Plan your episodes in advance.

 

- Stick to a realistic frequency (e.g., weekly or biweekly).

 

- Use an editorial calendar to organize your posts.

 

Neglecting sound quality or editing

 

• Impact of sound quality

 

Poor sound or editing mistakes can turn your audience away, even if the content is relevant. Listeners expect a pleasant listening experience.

 

• How to avoid this mistake

 

- Invest in a good microphone and accessories like pop filters.

 

- Record in a quiet environment to reduce background noise.

 

- Use editing software to refine audio and cut mistakes.

 

Being too focused on your products without providing value to your listeners

 

• Why it's problematic

 

A podcast focused solely on promotion may come across as too commercial and fail to hold your listeners' attention. Your audience is looking for educational, inspiring, or entertaining content.

 

• How to avoid this mistake

 

- Share tips, anecdotes or trends related to your niche.

 

- Integrate your products into natural conversations, explaining how they meet your customers' needs.

 

- Invite experts or customers to participate to diversify the content.

 

Ignoring the importance of actively promoting your podcast

 

• The role of promotion

 

Even the best content remains invisible without an effective promotion strategy. Not promoting your podcast limits its reach and impact.

 

• How to avoid this mistake

 

- Share each episode on your social media with engaging excerpts.

 

- Embed your episodes on your website or online store.

 

- Collaborate with other creators or influencers to grow your audience.

 

- Use a newsletter to inform your subscribers about new episodes.

Advanced tips for a podcast that stands out

 

Tell compelling stories to engage your listeners

 

• The power of storytelling

 

Stories have a unique ability to capture attention and create an emotional connection with your audience. Share personal anecdotes, product-related stories, or customer testimonials to make your episodes memorable.

 

• Example

 

If you sell handmade products, tell the story of a craftsperson and their journey to create a unique piece.

 

Create a distinctive soundscape that reflects your brand

 

• Sonic identity

 

A consistent and recognizable sound universe strengthens your brand image. Use jingles, background music, and sound transitions that match the tone and values of your shop.

 

• Tips

 

- Choose royalty-free music that matches the mood of your episodes.

 

- Ensure sound levels are balanced for a pleasant listening experience.

 

Invite experts or influencers to diversify your content

 

• Why invite guests?

 

Experts and influencers bring fresh and valuable perspectives. Their participation can also attract their audience to your podcast.

 

• Example

 

Invite an SEO expert to talk about online store optimization or an influencer from your niche to discuss current trends.

 

• Tips for successful interviews

 

- Prepare questions in advance to guide the conversation.

 

- Leave room for improvisation to maintain a natural conversation.

 

Experiment with interactive episodes or Q&As

 

• Create interactivity

 

Get your listeners involved by asking them to submit questions or topics to cover in your episodes. You can also organize polls or contests to boost engagement.

 

• Example

 

Create a "special Q&A" episode where you answer your audience's most common questions about your products or niche.

 

• Benefits

 

- Strengthens the relationship with your listeners by showing that their opinion matters.

 

- Increases engagement and encourages interaction.

Conclusion

 

Importance of adding podcasting to your marketing strategy

 

• An essential tool for your online store

 

Podcasting is more than just a communication channel: it's an opportunity to boost your brand awareness, engage your audience, and build customer loyalty. By sharing authentic and useful content, you create a strong bond with listeners that leads to increased sales and loyalty.

 

• An all-in-one solution

 

With KingEshop, you can easily embed your podcast episodes directly into your online store. Turn your website into a central hub where customers can discover your products while enjoying your audio content.

 

• Why KingEshop?

 

- Simple and fast integration of audio players.

 

- Tools to optimize your store and improve the user experience.

 

- Dedicated support to help you succeed.

 

• Take action

 

Don't wait any longer to leverage the power of podcasting. Create your first episode today and use it to attract new customers, strengthen existing relationships, and boost your sales. With KingEshop, everything gets easier.

 

• Discover your possibilities

 

Create your store with KingEshop and start integrating your podcasts to turn listeners into loyal customers!

Thank you for reading this page to the end!