When we say "content" or "website content", we are simply referring to the text on the pages of your website. When you create an e-commerce store, you choose the verbiage to use on all of the pages of your website. It is recommended that you use as much self-written unique content as possible. This means you should avoid copying content from other places and pasting is into your website. Google (and most other search engines) want to see unique, well-written content and will reward you with better rankings.