Now you know

You know what’s interesting about this new chart from BoF Insights & Amazon Fashion (April 2025)?
(FYI — it’s fashion data, but this applies to most consumer goods.)

It quietly exposes how backwards most small brands are still running their stores.

When you think, “How do I make more online sales?” — what do you obsess over?

• Perfect product photos

• Trendy drops

• Fancy new styles

• Beautiful branding

All nice.
But according to real shoppers?

High-quality product photos and trendy items are dead last.

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So… what actually makes them hit buy?

✅ Confidence in the size and fit (43%)
✅ Free returns (39%)
✅ Clear, detailed product info (33%)
✅ Transparent pricing & delivery updates (28%)
✅ Customer reviews (25%)

That top five?
Boring? Maybe.
But if you’re serious about making more money, this is your checklist.

The contrarian truth most small brands miss:

Your beautiful editorial photos, your seasonal drop hype, your TikToks — they’re great for getting attention.

But none of it closes the sale if the shopper can’t answer:

• Will this work for me?

• Can I return it easily?

• Can I trust this brand?

If your store is too pretty to be practical, you’re leaking sales. Period.

How to fix it — fast:

🔍 1. Prioritize “fit confidence”

• Use real size guides (not just vague S/M/L).

• Add model sizing info (height, size worn, body type).

• Show UGC — real people, different shapes, natural lighting.

• Bonus: show another product next to it for size context.

• Fit-finder quizzes? Yes, please.

📦 2. Put your return policy front and center
No more hiding it in the footer.
Say it loud: “Free returns for 30 days — no hassle.”
It kills checkout anxiety.

🧾 3. Be painfully clear with product info
List fabrics. Care instructions. Stretch. Weight. Feel.
If they’d touch it in-store, describe it online.

💬 4. Collect and show real reviews
Just starting out? Seed them.
Offer a discount or free gift in exchange for a photo review.
A glowing fit pic will outsell your best campaign shot.

🚚 5. Be transparent about pricing and delivery
No hidden customs. No surprise duties at checkout.
Give live shipping updates — because uncertainty loses sales faster than a €5 fee.

These are cheap fixes.
No fancy agency. No €10K shoot.
Just clearer basics than your competition.

One last kicker:
The least important factor for shoppers?
Sustainability. Only 12% say it’s a top priority when buying fashion online.

That doesn’t mean no one cares — but it does mean not everyone does.
So if your entire marketing budget is going toward “green” messaging while you’ve got no size guide or review section… flip it.

Ask yourself:
Is your customer the kind of customer who’s shopping for impact — or just looking for a dress that fits and arrives on time?

Source:
Proprietary, nationally representative survey by BoF Insights in collaboration with Amazon Fashion & Sports, EU5 (France, Germany, Italy, Spain, UK), April 2025.

👉 Open your store today.
Ask yourself: Are you selling trust, or just vibes?
Fix the boring parts first. That’s the real edge.