The importance of content produced in e-commerce

Developing an e-commerce store requires a solid content strategy that combines technical and comprehensive information and different media to influence the purchase decision.

To react to this forum and discuss live with the Icecat teams about the role of content in the purchase decision, come meet them at Technology Showcase for Retail on the 28th and 29th of November in Paris.

Developing an e-commerce store today represents a great challenge. In fact, buyers now have so many options that it is difficult for companies to stand out from the competition and for consumers to find a seller they can truly trust. What can make a difference to the success of your new online business is disclosing complete, relevant and optimized information about the products. Product content is essential for selling online, but many brands and retailers still don’t prioritize it.

Since the COVID-19 pandemic, which had a notable impact on our lives, the population’s consumption habits have evolved a lot. Due to the closure of physical stores, consumers were forced to buy online: initially because they really had no choice. But this habit remains, anyway, very present even after the pandemic and the reopening of all stores.

E-commerce now plays an essential role in our daily lives. It is redefining business activities around the world. According to a Euromonitor study, more than 80% of people buy the products they need online. Additionally, global e-commerce grew from 15% of total retail sales in 2019 to 21% in 2021.
This explosion and growth in online sales has led to fierce competition. E-commerce giants like Amazon, Alibaba or eBay are strengthening their position. But there are more and more new players trying to find a place in the industry and others, who unfortunately cannot cope with the stiff competition. According to a 2020 study, 44% of e-commerce companies believe their level of competition in the market is difficult and 40% consider it very difficult.

Rich content to understand the product

Having the product content up to date and as complete as possible is an element that should not be overlooked in order to inspire consumer confidence and convince them to act. Today’s consumers need to be reassured and have as much product information as possible before committing to a purchase. Product data sheets with accurate descriptions, reliable technical features and rich content can help them better understand the product and represent it better.

Meeting this need offers several advantages. Providing comprehensive product content improves user experience. By having a clear and concise layout, as well as engaging content, the online visitor will be more inclined to make a purchase.

On the other hand, it improves organic referencing (SEO). A good product page (especially with the right keywords, photos) allows for a better optimization of your organic referencing and, therefore, a better positioning in the search engines. Rich product content also plays a key role in increasing sales. In fact, embedding a video in a product listing can increase conversion by 80%.

User generated content to increase sales

A new type of media is also very popular in the e-commerce industry: user-generated content (UGC). This term designates all the content published by the user of a product: photos taken after the purchase of a novelty or a video of the consumer in the process of use, for example.
According to research by IRMG, the UK e-commerce association, UGC has the biggest impact on increasing sales and online shoppers’ loyalty. The study was carried out among 1,000 UK consumers, and 91% of respondents said they were more likely to stick with a brand they felt was trustworthy and authentic. 73% of respondents said that UGC, such as images shared on social media and customer reviews, directly influenced their decision to buy online.

Now we are wondering about the new trend that will allow brands to showcase their products on the Internet…

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