The goal of this research is for knowing that language has an important role to attract the attention of customers in improving e-commerce. This research used a descriptive analysis method. The instrument used is a study of documentation. The research subject is a customer who often using e-commerce either for services or goods. The result of this research showed that a customer chooses e-commerce because it saves time. They interested in a service or item on web online site because the display looks nice and customers will be more attractive to purchase when reading descriptions of goods or services using interesting and polite language. The result of the research showed that language has a very important role to attract customer’s attention to buy a product. The Admin is required to have good language skills in promoting and informing their products, as well as in answering and responding to questions or complaints from consumers.