7 Most Common Content Challenges In Ecommerce | Expand | Open mic
According to the Office for National Statistics, 36.1% of UK retail sales took place online in February 2021. As demand continues to shift from convenience stores to online stores, every brand now faces the common challenges of creating high-quality content for e-commerce.
However, producing and publishing digital content often presents obstacles for an e-commerce business at every stage of its growth. You might be launching your first online store with 100 store products or expanding your online offerings to over 30,000 products. Regardless of the scale, you’ll be faced with versions of these seven common content challenges, from producing multiple types of content to managing everything you create.
1. Create multiple types of content
Every ecommerce store needs high quality product images. But are you going to be producing product videos? 360º rotating photography? It can be difficult to decide what content to produce for which product and how much detail is needed.
Once you’ve consolidated your production of essential content, diversifying your content types can help you increase your income. For example, brands are up to 47% conversion increase with 360º photography. If you’re interested in producing a new kind of content, make sure the investments in equipment, processes, technology, and people align before you commit.
2. Manage large-scale product information
Your product information and your product content go hand in hand. You need to be able to post all of your relevant content and information with the right products and make sure it’s accurate. If you have the wrong content or the wrong product information, you sure to cause returns of expensive products.
Each product needs descriptive content and information such as technical specifications and size charts. These can range from complicated specifications for electronics or B2B manufacturing parts to simple descriptions for a cotton sweatshirt.
Even selling the simplest products across multiple channels (including social media) is worth considering how digital asset management (DAM) and product information management (PIM) tools can streamline your content operations.
3. Sharing of product information and content between teams
In order to get your products up for sale and optimize conversion, you need to give teams of people access to your product information and content. It’s more vital than ever, after most businesses have shifted to remote labor and many remain remote.
Internal and external teams must be able to access and modify the information and content of your products. This includes everyone from marketing, SEO, creative, merchandising, photographers, copywriters, and other roles. But the level of access to content and information will likely vary from team to team. This is one of the biggest e-commerce operational challenges that many retailers face. So investing in a tool that can offer detailed permission options will help ensure that your content is easily shareable but securely accessible.
4. Optimize the life cycle of your product
You want your product to go on sale on your site as quickly as possible. This could mean posting a pre-order product detail page before inventory reaches your warehouse. But how do you create high-quality content and descriptions so quickly? Can you even do it? Sometimes the product has to be in the warehouse before you can get the content you need to sell it.
It is essential to balance speed and quality in the production of content. Too fast and you are wasting money on unnecessary returns. Too slow and you lose income. Do your best to optimize both and measure yourself against key performance indicators such as return rates, on-site delivery times, and in-stock and inactive inventory levels.
Top 50 Internet Retailer Fanatics Gain Operational Speed and Cut Costs Using a DAM System to Help Them manage more than 3 million digital assets across multiple storefronts.
5. Importing and exporting data from a single source
Your product data must be editable and synchronized across multiple platforms. This is no small feat with a multitude of teams and tools creating and marketing a catalog of products to sell online.
Create a data source to import and export, otherwise your daily routine will be slowed down by an Excel spreadsheet nightmare. The challenge of importing and exporting product data is one of the main reasons your ecommerce business might want to invest in a PIM platform.
6. Centralize the storage of digital assets
Where will you store all of your product photos, videos and 360º photographs? How are you going to find the images later when you need them for marketing campaigns?
Digital assets cannot be stored on different computers, external hard drives, and various systems if you want to effectively promote your products through email, social media, and other channels. You will need a centralized location where everything is accessible and easily organized.
Brooks Running creates more than 30,000 digital assets per year to sell its products online. They use a DAM system to store all their content in one place, control their brand and provide secure global access to their content.
7. Choosing the right ecommerce technology stack
Technology can be your best friend or your worst enemy when solving content problems. Your technological choices dictate your ability to effectively deliver and personalize content. here is eight of the best ecommerce tools to include in your tech stack.
An ecommerce tool that helps get your content to market faster is a combined DAM and PIM solution. Enter into a contract for a free demo to see how the combined DAM and PIM solution from Widen Collective® can streamline your content production and support your e-commerce efforts.
By Nate Holmes, Product Marketing Manager, Widen