Glossary

A/B Testing is a method of comparing two variables to determine which performs better based on the outcome each provides.

A/B testing, also referred to as split testing or bucket testing, is a method used to compare the performance of two versions of a digital asset, such as a web page, mobile app screen, email, or advertisement. A/B testing enables you to ask a focused question about a singular change to your website,

The term “Above the Fold” originates from the newspaper industry, where the most captivating headlines and visuals were strategically placed on the upper half of the front page, visible without unfolding the paper. Translated to the eCommerce world, “Fold” signifies where the browser window ends on

Adding items to your shopping cart is a key part of the online shopping experience. Let’s begin with a simple definition of what it means when you click “add to cart”.

A strategy of rewarding business partners (affiliates) for driving traffic or sales through promotional efforts. 

Artificial intelligence (AI) is transforming how retailers understand customers, manage operations, and deliver seamless shopping experiences across all channels. As data volumes grow, customer expectations rise, and shopping journeys become more complex, AI helps brands and retailers turn informati

Amazon A+ Content is a premium content format that enhances product listings on Amazon Product Detail Pages (PDPs) with rich visuals and brand storytelling.

A digital platform where third-party sellers can list and sell products directly to Amazon’s global customer base. 

An Amazon seller is a business or individual that sells products on Amazon's marketplace. 

An Amazon vendor is a manufacturer, brand owner, or distributor that supplies products directly to Amazon, which then sells them to customers. 

The use of algorithms and machine learning to simulate human intelligence in tasks like automation, personalization, and data analysis. 

Artificial Reality (AR) overlays digital information onto the real world through a display, such as a smartphone or AR glasses. 

Asset management involves organizing, storing, and managing digital assets such as images, videos, and documents. 

Authority messages help shoppers make decisions based on brand influence, e.g., labelling an item a ‘top pick’, ‘bestsellers’, or a ‘good choice’. Authoritarian messaging influences users based on their perception of and trust in a particular brand.

Average Order Value (AOV) is the typical total amount a customer spends each time they place an order. You can break this down further to look at how your AOV differs by device (desktop, tablet and mobile), by platform (website versus app), channel (web, phone, app, in-store, social media) etc.

Average Revenue Per User (ARPU) is a performance metric that calculates the average revenue a company earns from each customer within a specific time frame.

What is Below the Fold? The term “Below the Fold” originates from the newspaper industry and encompasses everything beneath this initial viewport and “Above the Fold” refers to the content instantly observable without any scrolling. In the eCommerce world, below the fold the means bottom of…

Bestseller messaging informs shoppers that a particular product is a top-selling product in that particular product category or across the site.

What is a brick-and-mortar store? A brick-and-mortar store refers to a physical retail building or structure where customers can visit in person, interact with products, and make purchases. Examples of brick-and-mortar stores include M&S, Wickes, Fabletics & Lakeland, although they…

Business-to-Consumer (B2C) is a retail model where businesses sell products or services directly to individuals for personal use.

A call to action (CTA) is a prompt on a website that encourages visitors to take a desired action. This could be clicking a button or link to make a purchase, submitting a contact form, or subscribing to a newsletter. CTAs act as signposts guiding website visitors along their journey with your brand

Distribution of product content across sales and marketing channels to deliver a unified product experience.

What is Click Through Rate? Click-through rate (CTR) is a marketing metric that measures how often people click on content such as a web page link, advertisement or email. In simple terms, CTR compares the number of clicks you get on content compared to the number of times that content is…

Cloud-based PIM refers to Product Information Management systems that are hosted in the cloud, providing scalability and accessibility. 

What is consumer trust? Consumer trust refers to the confidence that customers have in a brand’s ability to deliver on its promises, ensuring product quality, sustainability & ESG, data security, and reliable service. Why is consumer trust important in eCommerce? In eCommerce,…

A technology platform that allows users to create, manage, and publish digital content to support their online marketing efforts. 

The strategic distribution of product data and rich media across multiple platforms and partners to ensure consistent Product Experience Management (PXM). 

Conversion is the process of turning something into a different condition, state or form. In retail, a conversion is turning an in-store or online shopper into a paying customer. It’s not just about converting to sales, micro-conversions are incremental actions that customers take such as signing up

Conversion rate, specifically online conversion rate, is a term used to describe the percentage of website visitors who take a desired action, such as making a purchase, signing up for a newsletter, or clicking on a product taking it from a Product Details Page to Basket/Cart. It is calculated using

Conversion Rate Optimisation (CRO) refers to the process of increasing the percentage of conversions across your digital platforms (e.g. web, app, social) without needing to increase traffic. Conversion Rate Optimisation is typically an iterative process that involves testing hypotheses with A/B and

Crowd mentality, also known as “herd mentality” or “flock mentality” refers to the concept where individuals are influenced by a larger group and tend to follow the behaviours, beliefs, and actions of the majority, leading to collective decision-making.

Customer acquisition is the process of attracting and converting new customers. It involves strategies designed to reach new audiences, guide them through the marketing ‘full-funnel’, and turn leads into sales.

Customer Acquisition Cost (CAC) refers to the total cost a company incurs to acquire new customers. This metric covers marketing, sales, and related costs. CAC helps companies assess the efficiency of their customer acquisition strategies and ensures they are not overspending on acquiring new client

The overall perception by a customer of a brand, based on the sum of interactions, from web browsing to post-purchase support. 

The eCommerce customer journey refers to the full experience a customer has with an online retailer, from brand awareness, product discovery, to post-purchase experience and potential brand advocacy. Understanding and optimising the customer journey helps retailers and brands enhance engagement and

Customer lifetime value (CLV) measures the total revenue a business can expect to earn from a customer throughout their entire relationship with the company. It takes into account not only the initial purchase a customer makes but also their expected repeat purchases over time.

Cyber Monday is an annual online shopping event that takes place every November on the Monday after the Thanksgiving holiday in the United States.

Data distribution refers to the process of sending data across various retail and e-commerce channels and platforms, to ensure it reaches the intended audience.  What is Data Distribution? Data distribution is the process of delivering product data across various retail channels and…

The set of policies, processes, and standards that ensure the integrity of information across an organization.  

The data layer, often referred to as a digital data layer, is a structured JavaScript object embedded within a website’s code. It acts as a central repository where essential user interaction data is stored and readily accessible to various marketing and analytics tools.

The process of creating a structure that defines how data is organized, stored, and related within a system. 

The practice of generating revenue from data assets to improve internal decision-making, or by selling insights to external partners. 

The process of ensuring up-to-date product data across systems, platforms, and partners, so brands deliver accurate and seamless product experiences across channels. 

The process of ensuring product data compliance with predefined standards or retailer requirements. 

A deep learning model is a type of machine learning model that uses neural networks to learn from data.

A centralized system for storing, organizing, and distributing digital content such as images, videos, and documents. 

An online version of a traditional print product catalog, in a dynamic, searchable format.  

Digital commerce refers to the buying and selling online, leveraging digital channels, mobile technologies, and platforms. In retail, it encompasses everything from personalised shopping experiences and mobile commerce to seamless payment systems and data-driven insights, all designed to optimise th

A suite of integrated technologies that deliver consistent digital experiences across web, mobile, and other digital channels. 

A digital record that provides detailed information about a product’s origin, materials, sustainability, and lifecycle, to enable transparency and compliance, especially in regulated industries.

The digital shelf is the online equivalent of a physical store shelf, where products are displayed and sold.  What is Digital Shelf?  The digital shelf refers to the online representation of a brand's products across eCommerce platforms and marketplaces. Much like a physical shelf in a…

Digital shelf analytics involves analyzing data related to the performance of products on the digital shelf.

Digital shelf management refers to the managing and optimizing of product listings on digital platforms.

Digital shelf optimization involves improving the visibility and performance of products on the digital shelf.

The integration of digital technologies into all areas of a business to operate more efficiently and deliver value to customers. 

Direct-to-consumer (D2C) is a business model in which companies sell their products directly to consumers without involving any intermediaries. This approach allows brands to establish a direct connection with their target market, bypassing traditional retail channels.

eCommerce, short for electronic commerce, refers to the buying and selling of goods and services online. It involves transactions conducted digitally between businesses, groups, and individuals. Retail eCommerce platforms enable shoppers to browse through products and safely purchase online.

An API, or Application Programming Interface, acts as a messenger between different software applications. It defines a set of rules and specifications that allow authorised applications to communicate and exchange data seamlessly.

An eCommerce session represents a user’s uninterrupted interaction with your online store within a specific timeframe. Each session encompasses the user’s entire journey on your website, from the initial landing page to the final exit, including all interactions in between, such as browsing product

Rich media elements beyond product descriptions or label imagery that help brands boost greater shopper engagement and conversions (see Enhanced Product Content)  

Rich media elements beyond product descriptions or label imagery that help brands boost greater shopper engagement and conversions. 

Exit rate is an important metric used in Google Analytics 4. It refers to the percentage of visitors who leave your site from a specific page, without taking a desired action. It helps identify which pages may not be meeting user expectations or require improvement, providing insight into where visi

Feed optimization involves enhancing product data feeds to improve their performance on various platforms, ensuring accurate and high-quality information.  What is Feed Optimization? Feed optimization involves refining and enhancing product data feeds to recipient outlets, to meet the…

Fear of Missing Out (FOMO) is a powerful psychological behaviour that drives people to act quickly to avoid regret. In marketing, this instinct translates into a strong motivator for consumers to make purchases before opportunities disappear. FOMO marketing taps into this sense of urgency and…

In marketing, “full-funnel” signifies a comprehensive strategy spanning all the stages of the customer journey.

GDPR is a European Union regulation that governs how personal data is collected, processed, and stored, ensuring privacy and protection for individuals. 

GDSN is a network of interoperable data pools enabling companies to exchange standardized global product information in real time. 

The process of sending globally standardized product data from a supplier to a recipient through the GDSN. 

The connection that allows data recipients to automatically receive updates to product information from their suppliers.  

The artificial intelligence systems that can create new content, including text, images, audio, or code, and can accelerate content creation and streamline data enrichment. 

A unique numeric identifier that identifies specific locations in a business, such as warehouses, stores, or departments. 

A GTIN (Global Trade Item Number) is a globally recognized identifier used to uniquely distinguish products in commerce and supply chains. 

Image optimization refers to the process of improving the quality and performance of images used in digital platforms, ensuring they load quickly and look appealing. 

Incremental revenue is the additional income generated from selling new products or services or from expanding into new markets. It is the revenue that a company would not have otherwise earned if it had not taken these actions.

A key performance indicator, often abbreviated as KPI, serves as a leading measure indicating the performance of either an organisation or an individual in relation to their primary goals.

Live uses live video streaming to showcase products and interact with viewers on popular social media platforms. 

What is the Long Tail in eCommerce? Introduced by Chris Anderson in Wired magazine 2004, the “long tail” refers to the vast array of niche products with relatively low individual sales volume but collectively contribute significantly to overall revenue when aggregated. Imagine a…

Machine learning (ML) involves using algorithms to analyze data and make predictions or decisions.

Automated delivery of product data to online marketplaces, ensuring compliant and optimized product listings for each platform.

The core non-transactional data entities that are essential to business operations, including product details, location data, and vendor/supplier records.  What is Master Data? Master data refers to the core non-transactional data entities that are essential to business operations, such as…

A framework for managing an organization’s critical data, including product, location, and vendor information, ensuring accuracy and governance across systems and departments.

The storage and handling of rich media files, especially video and audio, used in marketing and product storytelling.  

When retailers look to use social proof marketing across their eCommerce sites, they may want to deploy social proof messaging on their site. One way to display this messaging is with messaging balloons.

It is literally “data about data”, providing information that helps describe, organize, find, and manage other data.  What is Metadata  Metadata is data that provides information about other data, such as its origin, structure, or meaning. It helps users and systems understand, organize,…

The organizing and maintaining of data that describes other data, including tags, categories, and attributes. 

What is a micro-conversion? Micro conversions are small, incremental actions that customers take on your website that indicate interest, engagement, and progression towards a larger, more valuable goal known as the macro conversion. Tracking and optimising for micro conversions provides…

Multi channel retailing is the practice of selling products across multiple sales channels, such as physical stores, eCommerce sites, mobile apps, social media etc. An example of retailers who use the multi-channel approach is Fabletics and Nobody’s Child, who all sell offline and online.

Multichannel refers to promoting products and engaging customers through multiple avenues and media types, in-store and online.

Multichannel commerce involves selling products through multiple channels, both online and offline.

What is Nudge Marketing? Nudge marketing is the process of encouraging without pressuring. It involves using subtle prompts to guide shoppers towards desired micro-decisions or choices, often leveraging principles from behavioural psychology. The aim is to nudge shoppers towards making…

Omnichannel refers to delivering a seamless and integrated customer experience across all sales channels and touchpoints.

The process of delivering unified messaging and product content wherever the customer chooses to engage across touchpoints—online, in-store, mobile, and beyond.

An omnichannel experience ensures that customers receive a seamless and consistent interaction with a brand across all touchpoints, whether they’re shopping online, in-store, or through a mobile app. This approach integrates all channels to provide a cohesive customer journey, enhancing satisfaction

What is Online Choice Architecture? Online choice architecture (OCA) is a term used by the UK Competition and Markets Authority (CMA) to describe the environment in which consumers interact online. It essentially looks at how such environments are built to influence consumer decision-making,…

Interactive product images that allows a viewer to see a product from every angle to showcase product details in a way that static images don’t. 

Personalization involves tailoring content and experiences to individual users based on their preferences and behaviors.

PIM architecture refers to the technology structure and design of Product Information Management systems. It is the backbone of a complete product experience across digital channels.

PIM data refers to any type of product information managed within a Product Information Management system.

The PIM data model defines the structure and relationships of product information within a PIM system.

A PIM database is the repository where product information is stored and managed.

PIM implementation involves deploying and configuring a Product Information Management system. 

PIM integration refers to connecting a Product Information Management system with other systems and platforms.

PIM software is the application used to manage product information within a Product Information Management system.

The software or solution that powers Product Information Management, allowing businesses to centralize, enrich, and distribute product data efficiently.  

A platform is a foundational system or environment that supports applications, data, and workflows across an organization.

Popularity messaging presents how in demand a particular product is. These messages will typically display how many others are looking at the product and how many times it has been added to cart in a given window of time.

Robert Cialdini, a renowned psychologist and author, introduced the seven principles of persuasion as a framework to understand the subtle art of influencing human behaviour. These principles serve as powerful tools for individuals and organisations seeking to ethically persuade and navigate social

eCommerce brands use Product Badging in much the same way that physical badges might be used in a store – to highlight a key feature or selling point of a product. Most commonly this would be when an item is on sale, but it can also be used to spotlight a key feature of the product itself.

A structured collection of brand product information, used as a digital reference guide of available products across sales channels. 

The refining of product data, such as titles, descriptions, images, and other attributes, to improve visibility, accuracy, and conversions. 

Automated distribution of product marketing content to multiple retail and marketplace channels.

The process of organizing and controlling all technical data related to a product during the design and engineering phase.

Product data transformation is the process of converting brand product data into a required recipient format that can be accepted for use across systems and platforms. 

Product differentiation is the process of distinguishing a product or service from similar competitors available in the market. This means making a product stand out by highlighting unique features, quality, design, or brand reputation. By differentiating, businesses create a perceived value that he

Product discovery is the process of enabling your shoppers to find the items they’re looking for and helping them discover new items they may want. This happens at each stage of the buying journey and across channels.

Product Experience (PX) strategy involves creating and delivering engaging product experiences to customers.

The strategic approach of delivering a superior and consistent product content across touchpoints to create a seamless product journey. 

A centralized system for collecting, managing, and enriching product data for consistency across internal systems and distribution to external sales and marketing channels.

The process of managing and optimizing a product’s journey from concept and design, through distribution, to retirement.  

Prompt engineering involves designing and optimizing prompts for AI models to improve their performance. 

Quality Assurance is a process of ensuring quality standards are met throughout the entire lifecycle of a product or service.

Shopper trust is vital for any eCommerce brand. The last few years have seen huge advances in eCommerce as consumers have been forced to shop primarily online. Whilst this has seen many Brands provide far improved Customer Experiences, some, less honest, brands have piggy-backed onto this trend but

A type of master data that defines permissible values used across systems, such as units of measure, country codes, or product categories.  

Delivery of product data directly to retail partners to ensure up-to-date and brand-approved information.

Retailers & marketplaces are platforms where products are sold to consumers.

Return on investment (ROI) is a performance measure used to evaluate the efficiency of an investment. ROI tries to directly measure the amount of return on a particular investment relative to the investment’s cost.

Revenue per visitor (RPV) is a key metric for retailers and brands to monitor the total amount of revenue generated per unique visitor to your eCommerce site.

Review Messages are a type of User Generated Content (UGC) which highlight compelling details from customer reviews and bring them to potential customers’ attention.

Rich media refers to interactive and multimedia content that enhances user engagement and experience. Sometimes referred to as Enhanced Content. 

Scarcity messaging has been an effective marketing strategy for decades, rooted in psychological principles that influence how consumers make purchase decisions. When shoppers perceive that a product has limited availability, their desire to own it often intensifies, accelerating the path to purchas

Search Engine Optimization (SEO) is the practice of improving a website’s visibility in search engine results to increase organic traffic, user engagement, and sales.

Checkout or Cart Abandonment Rate, also commonly referred to as basket abandonment rate, is when a potential customer starts the checkout process for an online order but drops out before completing their purchase. If a user adds items to their cart/basket but never completes the transaction, this is

SKUs (Stock Keeping Units) are unique identifiers for products used in inventory management. 

Social commerce is the use of social media platforms to promote and sell products directly to consumers.

What is social proof? (Definition and key principles) Social proof is a powerful psychological principle first defined by Robert Cialdini in 1984 – people look to others to decide how to think, feel, or act. In his book Influence: Science and Practice, Cialdini states: “In…

Specialty retailers are businesses that concentrate on a specific product category, offering deep expertise and curated selections within their niche. Unlike general retailers that carry a broad range of unrelated products, specialty retailers focus on delivering comprehensive choice and knowledgeab

The process of governing information about suppliers, including contact details, certifications, and performance metrics to ensure alignment with sourcing and compliance standards. 

Supplier onboarding involves integrating new suppliers and their product information into a retailer’s supply chain and e-commerce platform.

A supply chain is the network of people, organizations, resources, activities, and technology involved in creating and delivering a product or service, from raw materials to customers.

The coordination of logistics and operations activities involved in sourcing, producing, storing, and delivering products to consumers. 

Sustainability involves balancing environmental, social, and economic considerations to ensure long-term health and stability for people and the planet.

Information about a product’s environmental and social impact, including carbon footprint, recyclability, and ethical sourcing. 

The overarching process of sharing and synchronizing product content across a network of channels, retailers, and marketplaces. 

Trending messages highlights a spike in a product’s popularity. Using real-time data, retailers and brands showcase which specific products are on trend at any given time.

Urgency messaging taps into consumers’ natural response to time pressure and limited opportunities. When shoppers see messages that highlight deadlines or time sensitivity, it often prompts faster decision-making. This glossary entry explores what urgency messaging is, how it works psychologically,

User experience (UX) is the overall design of an online page or site that helps to facilitate the ease of use and engagement a user has when interacting with a digital product or service. 

What is User Experience? User Experience (UX) focuses on the overall feel and perceptions a user has when interacting with a website, application, or digital product. It encompasses everything from how easy it is to use to how enjoyable and satisfying the experience is. UX design aims to…

User Interface (UI) design focuses on the visual and interactive elements of a website, application, or digital product. It encompasses everything from the layout and visual hierarchy to buttons, icons, and animations.

A centralized database that stores relevant information about a company’s vendors, including payment terms, contact information, and product offerings. 

Virtual Reality (VR) creates immersive digital environments that simulate real-world experiences for user interaction.  What is Virtual Reality (VR)? Virtual Reality (VR) creates immersive digital environments that simulate real-world experiences. Using VR headsets or devices, consumers…

The use of high-impact imagery, videos, and interactive media to enhance the online shopping experience.

What is visual merchandising? Visual merchandising is the retail practice of designing the layout and display of products to enhance the shopping experience and maximise sales. The aim is to create eye-catching displays that inspire customers, guide decisions, and increase sales. Why is…

Voice search involves using voice commands to search for information on digital devices.

Website optimisation is the process of using various technical and marketing techniques to enhance your website’s performance and improve its visibility on search engines. The primary aim is to attract greater traffic, elevate conversion rates, and ultimately boost revenue. It’s all about using data

Bounce rate measures the percentage of single-page visits on your website. This only includes visitors that stay on the single page without taking an action such as page scroll, clicks and other micro-conversions.

Workflow automation refers to using technology to streamline and execute tasks without manual intervention.