The document analyzes e-commerce content across 25 categories and multiple marketplaces, highlighting significant shortcomings in brands' product display page (PDP) content. Key findings indicate that 91.3% of brands fail to address customer pain points, with poor titles, bullet points, and descriptions contributing to ineffective listings. Additionally, many brands lack essential video content and brand store capabilities, emphasizing the need for substantial content enhancement to improve customer engagement and sales.

1. E-Commerce Content
Analysis
Evaluating E-Commerce Brand’s Content Across Various
Marketplaces
www.odndigital.com
Analyzed 25 categories across
multiple marketplaces including;
Home and kitchen, Beauty and
wellness, Apparel, footwear,
Grocery, Toys, Watches, Health
and personal Care.
CATEGORIES
Analyzed E-commerce Content on all
leading E-Commerce and Quick
Commerce Marketplaces; Amazon,
Flipkart, Blinkit, Swiggy Instamart,
Bigbasket, Zepto, and more.
MARKETPLACES
Analyzed more than 25
Brands and 60+ SKUs
including giants from
Retail, FMCG, and
Appliances Industries
BRANDS
Analyzed on parameters
like Titles, Bullet,
Description, Images and
Infographics, A+/RPD,
Brand Store, Brand Story,
Enriched Content
PARAMETERS
08 YEARS OF
SERVICE 130 CREATIVE
EXPERTS 500+ HAPPY CLIENTS
& COUNTING 5000+ PROJECTS
DELIVERED
ABOUT ODN
Tools like Helium 10, Nitti Gritti, and
Amazon Brand Analytics are being
used to Analyse the E-Commerce
content of Brands.
TOOLS UTILIZED

2. 91.3%
91.3% of the brands failed to
address the real customer pain
point in their PDP content.
CUSTOMER PAIN POINTS
83%
78% 92%
TITLE BULLET POINTS DESCRIPTION
TEXT CONTENT IN PDP (PRODUT DISPLAY PAGE)
Copy Issue
27.5%
Design Improvement
27.5%
Missed Imp attributes
26.3%
Image Requirement
18.6%
Design
22%
Copy Issue
22%
Missed Imp Attributes
22%
Lifestyle Missing
21.6%
5 Module
12.4%
35.3%
26%
35.3% of the brands did not have any video
on Amazon listing.
The study says that 40% of shoppers click
on the listing video and 80% of shoppers
watch the whole thing.
BRAND STORE AVAILABILITY
An average ~84% of the brands have ineffective titles, bullet points,
and descriptions along with:
Amazon style guide violation
Non-SEO friendly content
Not used E-Commerce best practice
Approximately 67.54% of brands
fail to meet minimum image
standards, while 100% exhibit
design and copy imperfections,
underscoring a pervasive
shortfall in content quality
across the board.
Around 26% of brands operated without a
dedicated brand store, yet the majority
failed to leverage their complete
capabilities. Introducing enhanced brand
stores has proven to amplify customer
dwell time by 83% and increase sales by 35%
per visitor.
VIDEO AVAILABILITY
IMAGES & INFO-GRAPHICS A+ ENRICHED CONTENT
56.67% of brands exhibit
absence in 5 essential
modules, with all issues in
design and copy, while 98.55%
lack crucial lifestyle elements.
These findings underscore the
significant imperative for
content enhancements.
Product quality issues, Packaging issues, Image &
text mismatch, Missing Industry standard
Information
Titles of the listing product, Bullet Points to highlight the important USP of the product, Description
includes detailed specification of the product Usage of the brand.
Images covering all the important angles of the
product and infographics includes important USP,
usability, brand legacy etc using visual elements
A+ Content enables you to tell your story,
encourage repeat purchases and potentially
increase sales by 8% by using rich content.
Product Explainer videos/ Lifestyle Videos/Creative Videos/2D-3D Video
Amazon Stores allow you to showcase your brand and products in a
multipage, immersive shopping experience.