Inaccurate product information hurts online sales
Consumers have a strong negative reaction to online product listings which contain inaccurate or incomplete information.
The "2025 State of Product Experience" study from product experience management solution provider Syndigo indicates that 75% of surveyed global consumers form negative opinions about a brand if they encounter incomplete or inaccurate product information online.
This percentage has been steadily rising in recent years, up from 62% in 2023 and 73% in 2024. The study, which surveyed more than 8,500 consumers globally on buying behavior, customer experience, and brand affinity, also shows that 44% of respondents abandoned a purchase due to insufficient product information.
In addition, 34% of respondents were disappointed by a purchase when it didn't meet expectations set by product content and 21% returned a product when it didn't meet expectations set by product content.
Conversely, 75% of respondents said a product listing with information that is complete and accurate increases their likelihood of repeat visits, with 28% saying they are "much more likely."
"We know that incomplete product content can have a significant negative impact on brand performance," said Simon Angove, Syndigo CEO. "This information is critical in the shopper’s decision-making and trust. The importance of accurate and timely information throughout the product experience is critical to brands and retailers at the digital shelf and the physical point of sale."
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U.S. respondents reported a higher rate of returning items due to dissatisfaction with product information issues compared to the global total, with 31% returning a product because it did not meet their expectations based on information available online compared to the global total of 21%.
"Shoppers may be cautious to buy items that aren’t well-represented online; however, when companies prioritize delivering rich, high-quality content online, they can elevate consumers’ product experiences, build brand loyalty, and drive more sales at the critical point of purchasing decision," said Angove.
The "2025 State of Product Experience" study surveyed consumers from the U.S., U.K., France, Germany, Latin America, Brazil and Mexico.
