Understanding consumer behavior and decisions on e-commerce are vital. Well-defined consumer behavior and investigating what influences that behavior on an online shopping journey is a key for an online seller. However, having insights on what affects consumer behavior and understanding the relationship among content and user is a complex problem. There are various aspects in this process that mediates the decisions and behavior of customers. This paper investigates consumer behavior and what aspects of content creation affect this behavior.  For empirical testing, a case study is conducted in a start-up e-commerce company, called Freja Silver. The variations of content have been analyzed and data-driven results have been evaluated.