*The full version of this article appears on Electric Eye, an e-commerce Shopify design and development agency.

You’ve probably heard of “features and benefits” before–maybe in some eyes-glazing article about the importance of “consumer-centric” marketing, or maybe wedged into a chapter in your hefty college marketing textbook.

“Features and benefits” just sounds boring, I know. But understanding the difference between them (and knowing how to craft a message around them) are valuable cornerstones of your marketing.

So, let’s breakdown the what’s and why’s of features and benefits for e-commerce marketing.

What’s the difference between features and benefits?

Here’s the quick and dirty answer:

Features are aspects of your product, which could be technical or descriptive.

Benefits are why that feature matters for your customers. In other words, how that feature makes their life better.

Features tell customers what, and benefits tell customers why.

Let’s take a look at an example of features and benefits in action: S’well product descriptions for their Geode Rose S’well Bottle.

S’well product descriptions for their Geode Rose S’well Bottle

In the following handy chart, I’ve separated out the features of the products from the benefits included in the product description:

Features Benefits
Triple-walled, vacuum-insulated construction …which keeps beverages cold for up to 24 hours or hot for up to 12
Food-grade stainless steel …which allows for refilling and reusing easily
Copper wall layer …which creates a condensation-free exterior
9 oz size …which makes it perfect for on-the-go

The features tell the customer something noteworthy about the product, and the benefits explain how the customer’s life gets better because of it.

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I can help you write descriptions worthy of the hard work and time you've spent crafting your products.