In a stark reminder of how digital shelf performance shapes brand perception, Syndigo’s report reveals that three out of four global consumers (75%) develop a negative impression of a brand if they encounter inaccurate or incomplete product information online. This number is up from 73% in 2024 and 62% in 2023, highlighting a growing expectation from shoppers for full, reliable content wherever they engage with products.
“We know that incomplete product content can have a significant negative impact on brand performance. This information is critical in the shopper’s decision-making and trust,” said Simon Angove, Syndigo CEO. “The importance of accurate and timely information throughout the product experience is critical to brands and retailers at the digital shelf and the physical point of sale.”
The survey of consumers spanning the U.S., U.K., France, Germany, Brazil, and Mexico makes it clear: brands can no longer afford to overlook the power of product content. As digital-first behaviour becomes the norm, the quality of online product information is now a primary driver of customer satisfaction and conversion.
The consequences of poor product data are severe, as 44% of shoppers have abandoned purchases due to insufficient information, 34% expressed disappointment with products that failed to live up to their descriptions, and 21% returned products because of misaligned expectations.
Clear, Complete Content Builds Trust and Repeat Business
The study also highlighted the upside of getting product content right. Consumers don’t just notice good content, they reward it. A strong 75% of shoppers globally said that accurate and complete product information increases their likelihood of returning to a brand or retailer, turning quality content into a key lever for retention and long-term loyalty.
The 2025 report also expands its geographical reach, now including Latin American markets. Findings from Brazil and Mexico reveal that Latin American shoppers are significantly more likely to reward clear product content with brand loyalty, with 59% of Brazilian and 45% of Mexican respondents saying they are “much more likely” to return to brands offering accessible, detailed product information compared to just 28% globally.
Regional differences also emerged across Europe. French consumers (85%) are the most likely to turn away from a brand that fails to offer complete online product representation, while German shoppers are relatively more forgiving, with 65% expressing concern. In the U.S., the data revealed heightened dissatisfaction—31% of American consumers reported returning a product due to misleading or insufficient product content, significantly above the global average of 21%.
As e-commerce grows and in-store expectations increasingly mirror the digital experience, the pressure on brands to deliver accurate, compelling, and complete product information has never been greater.