What is product content?

I had to read most of the article to figure this out, too. It’s referring to the product description and accompanying media. Some sites show you little more than a 64-pixel thumbnail and generic info like “Size: 10, Color: Blue”. Having “more content” means high-quality and accurate product photos, sizing charts, etc. Considering that definition, it seems obvious that buyers are reluctant to pay for something if they’re not even sure what they’re getting.

I was also confused lol

It's also on Forbes, which is a blogspam site. I am still periodically surprised to re-learn how low the bar is on Forbes, since I'm old enough to remember when their name was worth a lot more than that.

I deal with a bunch of E-commerce stuff at work and have worked with sellers and a large part of that is to minimise returns.

Its not as crazy as it sounds. As an example, if you're going to print 10 different colors of T-shirt with the same design taking the time to photograph each shirt with the printing as opposed to photoshopping the design onto the different colored shirts does lead to less returns because the print could be affected by being printed onto a darker color.

If you sell water bottles in 10 different colors, photograph them all.

Of course "item doesnt match description" also falls under the heading of "I didnt read the fucking description and just bought something and it wasnt what I really needed" and "The model in the photo was attractive and it turns out a new jumper doesnt fix the fact I have a face like a smacked arse"