The quality of Shopper’s responses depends on the quality and completeness of the information in your Content Library. While Shopper can access all available content, organizing that information thoughtfully makes it much easier to manage, update, and maintain over time.
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This guide outlines best practices to help you keep your content clear, accurate, and up to date. By following these principles, you’ll support better Shopper responses while also making your Content Library easier to review and maintain.
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This is the single most important rule for Content Library.
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For any given topic — shipping, returns, warranty, sizing — pick one place where that information lives and make that your source of truth.
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When Shopper has multiple sources of information about the same topic, it has to decide which one is correct. If those sources say slightly different things, Shopper may give an inaccurate answer. One source of truth eliminates that problem.
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For example, if your shipping policy lives on a page at yourbrand.com/shipping. Add that link to Content Library and make it your source of truth for shipping. If a subscriber asks about shipping, Shopper pulls from that one source. When your shipping policy changes, you update the webpage, and Shopper automatically picks up the change.
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Now, let's say you also have shipping details in an uploaded FAQ document about holiday shipping deadlines. That's two sources for shipping information. If the website says "5-7 business days" but the old FAQ document still says "3-5 business days," Shopper will not know which is accurate.
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The exception is supplementary information. If your website covers the basics of your shipping policy but you want Shopper to know additional details that aren't published publicly, you can add a Snippet for that. The key is that the supplementary content does not contradict the primary source. It should add to it.
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A common mistake is trying to use Content Library to give Shopper behavioral instructions. For example, adding a document that says "Always recommend our best-seller first" or "Never mention competitor products" or "Shopper, ignore the collections tagged as 'service items” or “We always speak in X way.”
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Content Library is a knowledge base, not a set of instructions or prompts for Shopper. Shopper treats everything in Content Library as factual information to reference, not as commands to follow.
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For behavioral controls, adjust settings in Brand Guidelines (for voice, tone, discouraged content, and preferred language) or Shopper Settings (for product exclusions, offers, and fallback behavior).
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For Content Library, stick to factual, reference-style information: policies, product details, FAQs, how-tos, and brand knowledge.
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When creating content for your Content Library, structuring information as Q&A pairs helps Shopper quickly match subscriber questions to the most relevant answers.
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This format also allows you to model your brand voice directly. While you cannot use Content Library as a way to explicitly instruct Shopper on voice or tone (e.g., “Shopper, always answer X way.”), you can demonstrate it through your answers. Writing responses in your preferred style helps guide how Shopper communicates with customers.
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In addition, a Q&A structure makes your content easier for you to manage. It allows you to quickly scan, update, and maintain information over time, especially when revisiting specific topics or troubleshooting gaps in content.
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For example:
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Q: What is your return policy?

A: We accept returns within 30 days of purchase. Items must be unworn and in original packaging. To start a return, visit yourbrand.com/returns or reply to this text.

This format works well because it mirrors how subscribers actually ask questions. Shopper can recognize that when someone asks "can I return this?" or "what's your return window?" or "how do I send something back?", the answer lives in this Q&A entry.
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You don't have to write everything in Q&A format. Product descriptions, blog-style content, and policy pages work fine as regular text. But for FAQs and common questions, Q&A is the gold standard.
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Content Library is a knowledge base, but that doesn't mean it has to be dry and clinical. Shopper pulls language directly from your content when formulating answers, so the voice of your content library naturally influences how Shopper sounds.
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If your FAQ document answers are written in a warm, casual tone, Shopper's answers will lean that way too. If they're written like a legal document, Shopper will sound more formal when referencing that content.
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This is a subtle but effective way to reinforce your brand voice beyond what's set in Brand Guidelines.
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You don't need to upload your entire website to Content Library. Start with the information that gets asked about most, then expand from there.
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The highest-priority content for most brands are:

The next tier:

You can always add more later. After Shopper has been live for a week or two, review the conversations and look for questions that Shopper struggled with. Those gaps tell you exactly what to add next.
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Use links when the information already lives on a public webpage that you regularly update. The advantage is that Shopper stays in sync with your website automatically. Keep in mind Shopper can only read text (not images) and some pages may not be ingestible due to security settings.
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Use documents when you have detailed information that doesn't live on your website. Documents are also the way to go if your FAQ is on a third-party subdomain that Shopper can't ingest.
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Use text snippets for short-lived, frequently changing, or supplemental information. Holiday shipping deadlines, or information about flash sales.

A reasonable setup for most brands: a few links to your most important pages (FAQ, shipping, returns), one or two documents covering topics not on your website, and snippets for anything temporary.
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A small, accurate knowledge base beats a large, outdated one. Every piece of content in your library should be something you're willing to maintain.
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Before adding content, ask yourself: is this information going to change? How will I remember to update it? If the answer is "this changes quarterly and I'll probably forget," consider linking to the webpage instead of uploading a static document. That way, updates happen automatically when you edit the page.
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Periodically audit your Content Library. Look for documents that haven't been updated in months, links that return errors, or snippets that reference expired promotions. Deactivate or remove anything that's no longer accurate.