Shop-Fish 101
The Real Cost of Shop-fishing: A Guide to Building Trust Through Content
In today's digital marketplace, accurate product content isn't just a best practice — it's a competitive advantage.
by Michele Gissi, Senior Director of Ecommerce | Digital Retail
Forward-thinking brands are investing in precision product content to win customer trust and loyalty. The math is simple: accurate content leads to confident purchases, fewer returns, and stronger customer relationships. At AUC, we help brands transform their product content into a powerful competitive tool. By getting it right the first time — with precise measurements, authentic imagery, and compelling descriptions — our clients don't just reduce returns; they create lasting customer confidence that drives sustainable growth. In an era where every return costs $27-$33 to process, accuracy isn't just about saving money — it's about gaining market share.
Online shopping mishaps cost retailers billions annually in returns and lost customer loyalty, but for forward-thinking brands partnering with AUC, there's a competitive advantage hiding in plain sight: accurate product content. Take that beautiful new acrylic vanity chair your cousin has been eyeing. When it arrives and turns out to be meant for a toy dollhouse, it's more than just a return label waiting to happen. It's a missed opportunity to build trust. These incidents, known as "shop-fishing" — when online product content fails to accurately represent items — aren't just amusing anecdotes. They're a growing crisis in e-commerce that savvy brands are turning into a strategic advantage through precision in their product content. At AUC, we help brands transform this challenge into an opportunity.
Shop-fishing 101
"Shop-fishing," akin to catfishing, occurs when inaccurate or sub-par product content online leads to confusion, unwanted surprises, and upset customers. The impact is staggering: retailers process over $816 billion in returns annually, with 20.8% of online purchases being returned (NRF, 2023). Fashion retailers like ASOS report that 30% of returns cite "appearance different than website" as the primary reason. As retailers crack down on returns, getting product content right the first time has become imperative.
Each return costs retailers an average of $27-$33 to process (NRF 2023), making inaccurate product information an expensive problem. Retailers are responding with stricter return policies: charging for return shipping, adding restocking fees, and swapping refunds for store credit. Zara, for example, charges a $3.95 fee for returns while maintaining free in-store returns — strategically encouraging store visits and potential additional purchases. Major retailers are also tying return benefits to subscription models, as seen with Amazon Prime's free returns, Target Circle 360's no-rush returns, and Walmart+'s doorstep pickup.
These additional guardrails only compound customer frustration when they've been shop-fished. After all, most wouldn't have needed to return the item if it matched their expectations. This disconnect damages trust in both retailers and brands — but there is a solution. Brands can take control of their product content to prevent shop-fishing and build customer confidence, and AUC can help every step of the way.
Size Matters: Getting the Details Right
Clear, accurate measurements on product detail pages (PDPs) are just the starting point. Today's best practices demand visual context — showing measurements alongside products and providing conversions in both inches and centimeters to eliminate guesswork. This attention to detail pays off: industry leader Wayfair reduced returns by 25% simply by standardizing their measurement displays.
Smart brands go further, transforming abstract measurements into intuitive visual references. A can of soda becomes a size guide for small items, while a standard door frame provides scale for furniture. Leading fashion brands showcase clothing on models of various sizes, helping shoppers understand fit and proportions before purchase. The beauty industry has embraced this approach too — Tiffany & Co. offers virtual earring try-ons with saveable filtered photos, while MAC Cosmetics enables customers to swipe through over 100 lipstick shades on their own image.
Spark the Senses: Making Digital Products Tangible
While accurate dimensions lay the foundation, successful e-commerce demands a full sensory experience — even in the digital space. Sight, sound, taste, touch, and smell must all be translated through strategic use of images, copy, and video to create an immersive product experience.
Color accuracy stands at the forefront of visual representation. Products should be showcased in multiple lighting condition s— true light, daylight, ring light — to eliminate surprises. But seeing isn't enough; precise color descriptions transform basic "blue" into evocative "robin's egg" or, as Miranda Priestly might insist, "cerulean." These details matter.
Video and audio bring products to life, capturing the sound of a zipper's glide or the rustle of fabric. For products that rely on taste, touch, or smell, compelling copy becomes your secret weapon. Take Yankee Candle's approach: they transform abstract fragrance names into vivid sensory experiences, describing every note and the ambiance each scent creates. This romantic language doesn't just describe a product—it transports shoppers into a sensory experience, building the confidence to purchase without physical interaction.
Beyond Brand Promises: The Power of Social Proof
No matter how compelling your product content may be, today's savvy shoppers seek validation beyond brand messaging. According to Salsify's 2024 Ecommerce Pulse Report, customer ratings and reviews are the most influential factor in online purchasing decisions - and for good reason. While product descriptions tell shoppers what to expect, reviews tell them what to actually anticipate.
Smart brands recognize this reality. When launching new products, strategic sampling and demo programs can jumpstart authentic reviews. Some consumers have made review-reading (and writing) an art form - just ask Adam Driver, whose dramatic readings of 5-star Amazon holiday reviews turned shopping validation into viral entertainment.
Photos and videos provided by UGC (user-generated content) are invaluable. These often show different usage occasions, different lighting and angles (no studio flash or photoshop here), and are comically honest. Sometimes this content can even spark additional inspiration, like usage outside of an item’s original purpose.
Not on Their Watch: Brands Take the Reins
While brands often work within retailer constraints, direct-to-consumer (DTC) channels offer a powerful alternative—complete control over the shopping experience. From content creation to conversion optimization to customer service, brands can craft every touchpoint of the purchase journey. Yes, building a DTC channel requires significant investment, but the rewards can transform your business.
Consider the possibilities: personalized customer service that creates lifelong brand advocates, flexible return policies that build trust, and innovative features like trial periods and AI chat concierges. Brands can enrich the experience with tutorial videos, styling guides, recipe content, and donation programs for returns. DTC isn't just another sales channel—it's an opportunity to showcase your brand exactly as intended, with every feature and policy aligned with your values and customer needs.
Shop-fishing Isn't Just About Returns. It's About Trust.
As e-commerce continues evolving, the brands that thrive will be those that bridge the digital-physical divide through meticulous product content. Research from the National Retail Federation shows retailers investing in comprehensive product experiences see up to 40% lower return rates and 65% higher customer lifetime value. The future of online retail isn't just about selling products - it's about creating confidence. Before your shoppers encounter their own “shop-fishing” moment, let's work together to build content that converts, connects, and most importantly, content that customers can trust. Because in today's digital marketplace, accuracy isn't just a feature — it's your competitive advantage.
Ready to discuss your ecommerce strategies with the experts? Let's talk.