Consumer information, a deciding factor in e-commerce
In recent years, e-commerce has undergone significant growth throughout Europe. According to an E-commerce Europe Report, online sales generated 311,600 million euros in 2012, a figure forecast to double in 2016. This development is largely due to the generalized spread of purchasing via mobile devices, which are quicker and more convenient. In fact, 1 out of every 5 transactions is now made using these devices, especially in retail sector purchases, travel and tickets to shows.
The European Union and Member States are also promoting different initiatives framed in the Digital Agenda 2020, which constitute a boost to e-commerce. We are talking about projects such as inauguration of the SEPA (Single Europe Payments Area) or efforts to further the rollout of electronic invoicing.
Nevertheless, the ability of distributors to gain consumer confidence is what really determines a sale. One of the most influential factors when making an online purchase is the information the client receives about the product they are interested in. To this end, it is crucial to provide the most detailed description possible, as well as photos or videos. This means that suppliers and distributors have to share and update this information.
To carry out this complex data synchronization task, businesses selling online use electronic catalogues or data pools, which synchronize the information automatically and make it available to the consumer. In the case ofEDICOMData (EDICOM’s e-catalogue), this data interchange even lets users share images, videos or audio clips through the Multimedia Data Information function.
Likewise, EDICOM offers an additional feature, Photo Quality Service, whereby distributors selling products online can delegate the capture, storage and downloading of professional product images. Using specialized tools, our team takes pictures of each item for sale following the standards set by the international organization GS1. This content is then shared in EDICOMData and placed at the clients' disposal on the website.
Making information on products for sale online available to consumers is not only an influential factor in their purchasing decisions. European legislation is already making headway in this direction, in order to boost the security of e-commerce. One good example of this is Regulation 1169/2011, to be applied throughout the European Union as of December and which makes it mandatory to supply customers with certain nutritional information before they make a purchase via Internet.