Incomplete product information is killing conversions, says Justin Thomas VP Sales EMEA North at Akeneo, who explains why
The single biggest blocker to purchase for UK consumers is not choice paralysis or complexity, but something more fundamental: a lack of reliable product data.
New research commissioned for Akeneo’s report The Evolution of the Modern Shopper reveals that almost two-thirds (63%) of UK shoppers have abandoned a significant purchase in the past year because the product information they needed was missing, inconsistent, or incorrect. For brands, manufacturers, and retailers, this represents not only a trust issue but a direct loss of revenue. Consumers are making it clear that they will not buy what they cannot trust.
This has been driven largely by inflation, which has reshaped how UK consumers make decisions. 71% say they now spend more time validating purchases because rising prices have made every pound count. Instead of buying on impulse, shoppers cross-check details, compare options, and research across multiple touchpoints before committing.
This ‘validation economy’ puts product information at the heart of the customer journey. Once, brands, manufacturers, and retailers competed on creative content or promotional storytelling; but today the battleground is content completion – ensuring that every attribute, feature, price, and specification is complete, consistent, and accurate. Without this, consumers will look elsewhere or abandon the purchase altogether.
Channel dynamics add another layer. Online marketplaces and general or specialist retail stores (in person) dominate purchasing, but the journey to that purchase is scattered across touchpoints. Consumers research via traditional search engines (26%), browse on marketplaces (24%), and validate through reviews, comparison sites, and social proof. The ROBO effect (Research Online, Buy Offline) remains strong, with 76% of UK shoppers having done this in the past year. If product data isn’t consistent across all these environments, shoppers encounter friction, confusion or distrust.
Trust is built or lost in the details. While two-thirds of UK consumers say product information is at least fairly comprehensive, 72% believe brands could do more to improve it.
But what do shoppers actually want? Clear pricing and promotions, product size and dimensions, technical specifications, and delivery timelines are at the top of the list. Rich media like imagery and video are important too, but it is factual, concrete information that underpins confidence.
68% of UK consumers say they would stop buying from a brand after a bad product information experience, and 65% would abandon a purchase outright if data from any source felt unreliable. The cost of neglect comes in the stat that 40% of UK consumers returned a product in the past year because pre-purchase information turned out to be incorrect; this equates to more than two returns per person annually. For brands, manufacturers, and retailers, that’s a cost but also the risk of reputational damage because two-thirds of consumers react negatively to being asked to pay for a return.
It is important to factor in that it is not only what brands say about their products that matters. UK consumers are more influenced by third-party validation than many of their global peers. 65% have made a purchase based on online reviews or user comments, and 58% on the recommendation of influencers or experts. Sports and leisure equipment, cultural products, and beauty are especially influenced by these voices.
Trust can therefore be considered multi-layered. Shoppers want data from brands, manufacturers, and retailers to be complete and credible, but they also combine it with peer reviews and external perspectives. Brands that integrate user-generated content, expert advice, and transparent sustainability or compliance credentials into their product experiences should have the advantage.
The good news is that the trust gap can be closed, but it requires retailers, manufacturers, and brands to pivot from a mindset of content creation to content completion, ensuring that product experiences are not just inspiring but reliable.
Here are four practical steps that can be taken.
Invest in enriched product information – Move beyond basic descriptions to include full technical details, sizing guides, delivery information, and sustainability credentials. Consumers rate these attributes as most valuable, and their absence is a top reason for abandonment.
Enable smarter validation workflows – Ensure internal teams and external partners can check, verify, and update product data quickly. AI and automation can help flag gaps and inconsistencies, but processes must be in place to keep pace with consumer expectations.
Deliver omnichannel consistency – With consumers validating across multiple platforms (search, marketplaces, social, in-store), consistency is non-negotiable. Discrepancies erode trust instantly. Centralised product information management (PIM) systems help ensure accuracy across every channel.
Incorporate social proof and brand values – Given the importance of reviews, influencers and values-driven decision-making, bring these signals into the core product experience. Almost half of UK shoppers would pay more if brand values were clearly communicated as part of product information.
Incomplete product information is a frustration that customers will no longer put up with, and it is now the primary reason to abandon baskets, return products, and switch brands. In a high-inflation, high-validation economy, the winners will be those who use product data to build trust, reduce returns, and drive both conversion and loyalty.
