The importance of content creation in e-commerce

Building an e-commerce store requires a solid content strategy, combining technical and comprehensive information and various media, to influence the purchase decision.

To react in this forum and talk live with the Icecat teams on the role of content in the purchasing decision, come and meet them at Tech for Retail show on November 28 and 29 in Paris.

Building an e-commerce store today represents a huge challenge. In fact, consumers now have so many choices that it is difficult for businesses to stand out from the competition and for consumers to find a seller they can truly trust. What can make the difference in the success of your new online business is the dissemination of complete, relevant and optimized product information. Product content is essential to selling online, but many brands and retailers have yet to make it a priority.

Since the COVID-19 pandemic, which has had a noticeable impact on our lives, the consumption habits of the population have evolved significantly. Due to the closing of physical stores, consumers were forced to buy online: at first because they really had no choice. But this habit remains, ultimately, present even after the pandemic and the reopening of all the shops.

E-commerce today plays an important role in our daily life. It is redefining business activities worldwide. According to a Euromonitor study, more than 80% of people buy the products they need online. In addition, 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 intense competition. E-commerce giants such as Amazon, Alibaba or eBay are strengthening their position. But more and more new players are trying to find a place in the industry and others, which unfortunately cannot cope with the strong competition. According to a 2020 study, 44% of e-commerce businesses believe that their level of competition in the market is tough and 40% consider it very difficult.

Rich content to understand the product

Having product content that is as up-to-date and complete as possible is an element that should not be overlooked to inspire consumer confidence and convince them to act. Consumers today need to be reassured and have as much product information as possible before committing to a purchase. Product sheets with accurate descriptions, reliable technical features, and rich content will help them understand the product better and present it better.

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

On the other hand, it improves organic reference (SEO). A good product page (especially with the right keywords, images) allows better optimization of its organic determination and therefore a better position in search engines. Rich product content also plays an important role in increasing sales. In fact, including a video in a product sheet can increase conversion by 80%.

User generated content to increase sales

A new type of media is also very popular in the e-commerce sector: user-generated content (UGC). This term refers to all content published by the user of a product: photos taken after the purchase of a new item or a video of the consumer in the process of using it, for example.
According to research by IRMG, the UK e-commerce association, UGC has the greatest impact on increasing sales and loyalty of online shoppers. The study was conducted on 1,000 UK consumers, and 91% of respondents said they were more likely to stick with a brand they found 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.

We are now wondering about the new trend that will allow brands to present their products on the Internet…

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