"And then comes the letdown. The moment a consumer leaves that feed and lands on a retail website, the energy drops. Many sites still look like they did 10 years ago: minimalist layouts, static product shots and carefully polished copy. What was once considered sleek now feels sterile against the backdrop of lively, user-generated shopping content. This contrast creates friction, and in retail, friction is the enemy of conversion."
"Shoppers today don't simply browse-they flow. They swipe, tap, watch and comment. In a single social session, a consumer might see half a dozen product demos, unboxing videos, side-by-side comparisons and candid customer reviews. It's a constant loop of movement and validation. By comparison, most websites still rely on grids of staged photography and copy written from the brand's perspective."
Consumer discovery and engagement have shifted to social platforms where discovery, validation and initial purchase intent emerge through fast, immersive, authentic content. Endless-scroll feeds on TikTok, Instagram and YouTube train consumers to expect dynamic, user-generated shopping experiences. Many retail sites remain static, featuring minimalist layouts, staged photography and brand-centric copy, producing a jarring transition from lively social feeds. That discontinuity creates cognitive dissonance, emotional disengagement and rapid erosion of trust, which reduces conversions. Consumers move fluidly—swiping, tapping, watching and validating through demos, unboxings and reviews—and retail experiences must mirror that dynamism to maintain continuity and conversion.
Read at Forbes
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