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What is eCommerce product enrichment and how can it increase sales?
DynamicWeb
Today, online customers want to be met with quality information instantly, failing to offer the desired result within seconds can lead to customer churn and lost revenue. This is where eCommerce product enrichment comes in and why it is so important.
Online customers want to be met with quality information instantly. Failing to offer the desired result within seconds can lead to customer churn and lost revenue. This is where eCommerce product enrichment comes in and why it is so important.
eCommerce allows consumers to sit and browse for exactly what they want, checking out the details in their own time. If your platform lacks rich product details presented as part of a satisfying brand experience, your visitors will turn away from your webshop and you will lose a potential sale. To build a trustworthy webshop, you must present rich and correct product data - complete with everything from images, descriptions, colors, stock level, delivery, and more.
eCommerce product enrichment is the process of filling in the blanks for your potential customers. Instead of sharing a product with only a text description or photo, eCommerce product enrichment includes details such as measurements, color variations, related products, and accessories. The goal of eCommerce product enrichment is to show your customers how buying your product will fit into their lives and change them for the better.
The Business Case for Product Enrichment
The numbers make a compelling case for investing in product enrichment. With 87% of online shoppers considering product descriptions crucial to their buying decisions and nearly 70% abandoning product pages when descriptions are poor or incomplete, the connection between enriched product content and sales performance is undeniable. These stark statistics highlight both the significant opportunity cost of inadequate product information and the substantial return potential from strategic product enrichment investments.
For B2B businesses specifically, enriched product content addresses the complex decision-making process involving multiple stakeholders. Detailed specifications, compatibility information, and technical documentation support the evaluation phase, where many B2B buyers conduct extensive online research before making purchasing decisions.
eCommerce Product Enrichment Tactics
Adding more basic details like measurements, materials, and colors is a start, but there's more to eCommerce product enrichment if you want to increase your sales. Here are comprehensive tactics to enhance your product information:
Visual Enrichment: Digital media assets are key for online shoppers. Be sure to include:
- High-resolution images from multiple angles (minimum 5-7 per product)
- 360-degree product views for complex items
- Zoom functionality for examining details
- Videos demonstrating product usage and benefits
- Size comparison visuals with familiar objects
Technical Documentation: Specification sheets, material data safety sheets, and technical drawings can be very useful for customers looking for a product that meets specific requirements, especially in more technical applications. Brochures and instruction manuals also provide much-needed information for those considering a purchase.
Cross-selling and Bundling: You can and should share links and information about how one specific product interacts with or enhances others in your stock. If a consumer is buying something with optional accessories, for example, showcase those accessories and how they add to the value of the initial product. Some retailers even offer a small discount if customers buy bundles of products and accessories, an easy way to enrich your products while encouraging sales.
Social Proof Integration: Consumers rely heavily on social validation before making purchase decisions. A study from late 2024 showed that over a third of consumers glean product information from customer reviews. Prominently display customer reviews and ratings to aid in product understanding and confidence. User generated content (UGC) also makes a strong impression. Research shows that user-generated content has a strong influence, persuading over half of consumers when making purchase decisions. Further additions can include expert testimonials and product endorsements, Q&A sections addressing common customer concerns, and usage statistics (e.g., "Over 10,000 customers chose this model last month").
How to Implement eCommerce Product Enrichment
Product enrichment starts with quality data. After all, you can’t easily share more details about your products unless you have that information ready to go. Ensure your product data is organized and easy to access with a product information management system. A product information management system (PIM) is the backbone of eCommerce product enrichment and will work in conjunction with your other enrichment efforts to boost sales.
DynamicWeb's PIM solution stands out by offering powerful built-in tools like smart queries to identify enrichment gaps, dynamic workspaces that organize your workflow, and comprehensive asset management—all designed to transform scattered product data into a single source of truth that drives conversions, reduces returns, and enables true omnichannel selling across marketplaces, websites, and print materials.
For a step-by-step guide to product enrichment with DynamicWeb 10, check out our tutorial.
Is PIM the right solution for your business?
Wondering if a PIM system is worth the investment for your business? Product enrichment delivers clear ROI through increased conversions and reduced returns, but understanding the implementation scope is crucial for planning. Our PIM Project Estimator analyzes your specific needs—from SKU count to variant complexity—and provides a customized time estimate based on hundreds of similar implementations, helping you build a solid business case.
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References:
https://dynamicweb.com/products/ecommerce
https://dynamicweb.com/products/product-information-management
https://www.businessdasher.com/importance-of-product-description/
https://www.statista.com/forecasts/997051/sources-of-information-about-products-in-the-us
https://www.statista.com/statistics/1455060/worldwide-ugc-most-likely-to-motivate-for-purchasing/
https://dynamicweb.com/pim-and-ecommerce-integration
https://dynamicweb.com/resources/downloads/white-papers/introducing-dynamicweb-10
https://doc.dynamicweb.dev/manual/tutorials/intro/product-enrichment.html
https://dynamicweb.com/resources/downloads/brochures/pim-project-estimator