New Syndigo Research Reveals How Consumers Experience and Think About Product Data

CHICAGO, Illinois — September 14, 2023 — Syndigo, the leading solution for managing, enriching and delivering product data, today released their latest insights into today’s shopper with a new research report: The State of Product Content 2023.

With the significant changes in shopping behavior over the past several years – due to pandemic-related restrictions, supply chain availability, and inflationary pressures – there has been limited publicly available research to understand the way today’s shopper considers the elements that influence shopping behavior.

The State of Product Content 2023 offers illuminating insights for brands, manufacturers, marketplaces and distributors alike.

“There’s a lot of discussion with clients about what today’s consumers want from brands and retailers,” said Benny Blum, SVP of Product, “but often very little evidence-backed guidance. This is especially true for the product data and visual assets used to sell online.”

Syndigo’s research helped to confirm what many of their brand and retail clients intuitively understand. However, there were also some surprising findings that may challenge common wisdom.

“Ultimately, the takeaway here is that product data has a huge influence on consumer behavior and perceptions,” said Blum. “It’s essential for businesses fighting to win at the shelf to create product data that not only works for their own internal needs, but can also be transformed for these battlefields where consumers are interacting with it.”

The report contains key insights, including:

  • 91% of consumers are more likely to return to a brand and/or retailer if they can quickly find all the information they want about products while shopping
  • 43% of consumers abandoned one or more purchases in the last 6 months because they could not find sufficient information about the product
  • Besides a product’s descriptive ‘Core Content’ (i.e., description of product and basic information like weight, materials, volume, etc.), the product content that is most likely to influence a purchase is comparison charts with similar products (38%) and 360° product view (36%)

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1,149 adults. Fieldwork was undertaken between 7th – 8th August 2023. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+). Other insights included in the report include the influence of product content on customer experiences, brand perception, buying behavior and more. The full report and survey results can be found on Syndigo’s website at

About Syndigo:

Syndigo powers modern commerce by enabling the continual flow of data and content throughout the entire commerce ecosystem. With industry-leading data management, syndication, and analytics, combined with the largest two-sided network for content distribution, we deliver accurate information that improves decision-making and accelerates sales on every shelf.

Syndigo serves more than 14,000 manufacturers, and 1,750 retailers and distributors globally across key industries including grocery, foodservice, hardlines, home improvement/DIY, pet, health and beauty, automotive, apparel, oil & gas, and healthcare. For more information and insights, visit or join us on LinkedIn.

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