E-commerce in India ,new trends and shopping behaviours

1. E-Commerce in India
CONTENT
The power of the mighty pen
”Words are of course the most powerful drug used by mankind” –
Rudyard Kipling
To say that content is imperative for an e-commerce portal is well, stating the obvious. For
all those companies who are in online business today the most significant task is increasing
market share by winning customers from competitors.
And but of course content strategy of any portal plays a vital role is helping the companies
achieve their mission. Content strategy is a challenge from multiple ends like:
 Creativity
 Scalability
 Uniqueness
 Effectiveness
Also for our better understanding or maybe just for the sake of simplicity we can divide the
content of an e-commerce portal into these three parts:
TEXT
IMAGES
VIDEO
All these three components are noticeably interlinked and help in inking the success story of a
website. Let us take a detailed look at these vital parameters in detail.

2. Significance of Text
Text or in other words how you describe your products and services on the website is an
integral part of your website. Text is often underestimated by assuming that visitors are more
inclined towards images and video. That however is not true.
A good text will help in passing on the correct and desired information about the product to the
visitor which is another way of promoting your product. Let us take a look at this example.
Text description 1 Text description 2
Green stone earrings in silver. Gemstones are a luxurious way to
introduce color to your look, and we
love the fresh green shade of these
danglers set in silver ensuring the
freshness of the color is accentuated
to its fullest. Be sure to wear with
your hair swept back.
As we can see text description 2 will definitely encourage the visitor to add this jewellery to his
cart. (Image Source : www.stylisheve.com)
Tips and Tricks of a successful Text Content Strategy
1. Product description should be unique, descriptive, informative and fun to read.
2. Product description should not be short, bland and duplicate.
3. The text should be able to describe the brand personality and also should be able to sell
the product.
4. All the likely questions and objections should be covered in the product description.
5. The product description can also be user generated which can be generated by polls,
surveys etc.
6. Apart from product description the website should also have rich content in the form of
articles, blogs, press releases etc.

3. Significance of Images
There is no denying the fact that a picture is worth a thousand words. Images are the face of
your product. A mere look at the image will be the first step in the process of finalizing the
product for purchase. Influential imagery is a powerful tool in increasing product sales.
Tips and Tricks of a successful Image Strategy
1. Always include multiple images and an additional spin image (360 degree rotation)
option will work wonders.
2. Images should always be of high quality, load quickly and enlargeable.
3. If your product has multiple components, all of them should be clearly displayed.
4. Showing the scale of the product will help the visitors in getting a better idea about the
product.
5. Tagging your images with keyword phrases will help in increasing traffic to your website.
Image A Image B
Looking at the images above it is very clear that Image A gives a better view of the product
since along with multiple images it clearly shows the scale of the product also. Both the images
are from the same website and closely priced but chances of the product in image A being sold
easily are higher. (Image source-www.jabong.com)

4. Significance of Videos
Videos are a great way to bridge the gap between offline and online shopping experience of the
visitors on your website. A video gives you the competitive edge in a cost effective manner.
Also syndicating your video with sites like YouTube etc will attract more traffic to your site. All
the site owners who are using videos these days on their sites give the visitors a touch and feel
experience and accentuate the feeling of personalization, captivity and engagement of the
visitor.
Tips and Tricks of a successful Image Strategy
1. Video should be of high quality and have a good sound.
2. It should highlight the product in an appropriate manner and also should be in sync with
the tone and style of the entire portal.
3. The shoot of the video should be simple and should highlight the product by using
subtle background and proper lighting.
4. It is always a good idea to have multiple video upload options like the video can be shot
in-house, the manufacturer can share the video or maybe a visitor can upload the video.
5. Always optimize your video for the web because in that way they can come up in Google
search result for those visitors who are searching for this product online.

5. Conclusion
In today’s cut throat competition of E-Commerce websites where the site owners are trying
their level best to gain maximum customers and thus more and more market share, content
can take a back seat. But the visionaries know the rules of the game very well and hence are
successful. Be it any product you are selling online, if detailing of all the three content
parameters is taken care of well ,apart from the other so many basics of course you will emerge
as a winner.
Shweta Singh I Content I Tangerine Digital Entertainment Pvt. Ltd.
For E-Commerce solutions contact us at : ektad@tangerinedigital.com
Tangerine Digital Entertainment Pvt. Ltd. 2012 I www.tangerinedigital.com I www.tothenew.com