Overcoming Barriers to Purchase in Online Shopping Environments: Applying Western mobile ready hero image standards to Asian E-commerce markets and going beyond

E-commerce has grown exponentially over the last decade but selling online is different from selling offline and tactics need to be adjusted to be successful – so a study looked at how improved product text and visuals can overcome two major challenges of selling online.


Over the past decade, E-commerce has grown exponentially with two massive markets, the US and China, ahead of the curve. Within each market, major FMCG companies have tried to optimize their product offer for the leading players, Amazon and Alibaba. as infinitely many options online make it harder for people to find their desired product. Additionally, the or better, lack thereof, will be examined. When shopping online it is not possible to touch, smell or taste the product, which makes it harder for consumers to imagine what the product experience will be like compared to shopping in a conventional store.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands