In the offline world, the consumer can touch and feel the product, and read information on the shelf before buying. In the online world, we need to overcome the virtual world barrier – this is why Product eContent is so important. Brands need to provide sufficient literal and concise information, equipping consumers with everything they would gain from a physical interaction with a product, resulting in a sale. Information such as a precise product title, high quality product images, Ratings & Reviews and compelling product descriptions.
Having poor eContent is like having an empty shelf in store, as it reduces conversion and negatively impacts brand equity and offline performance.