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

Paul Janssen, Robin De Rooij and Hyunwook Cho

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.

Introduction

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. But selling online is different from selling offline and tactics need to be adjusted to be successful. In our paper we focus on how improved product text and visuals can overcome two major challenges of selling online. More specifically, we address the topic of findabilityas infinitely many options online make it harder for people to find their...

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