Why enriched product data isn’t just about pretty pages, it’s about fewer returns and more repeat orders
When most people think about product data, they imagine the basics. A product title, a couple of bullet points, maybe an image if you are lucky. Good enough to list it online, right?
The truth is, that kind of bare-minimum approach costs more than it saves. Poor product data is one of the biggest drivers of customer frustration, unnecessary returns, and missed repeat sales. For B2B distributors and manufacturers especially, the impact is bigger than most realise.
This is where product data enrichment comes in. And it has very little to do with making your product pages look pretty.
What enriched product data actually means
Enrichment is about filling in the gaps. It means taking the raw data you get from suppliers or your ERP and adding the detail that customers need to make confident buying decisions.
That includes:
- Complete attributes such as size, weight, material, compatibility, certifications, or installation requirements
- Consistent formatting so a “10mm” does not appear as “10 mm” in one place and “M10” in another
- High-quality product descriptions written for humans, not copied from a spec sheet
- Richer content such as multiple images, diagrams, or usage instructions
Put simply, enrichment turns “something in stock” into “something a buyer feels certain about adding to their basket”.
Why returns often trace back to poor data
Every return has a hidden cost. It is not just shipping or restocking, it is the sales team time, the customer support call, and the dent in customer confidence.
And more often than not, returns happen because of missing or misleading product information.
- The spec did not list whether a drill bit fit SDS+ machines
- The fire-rating attribute was missing on an insulation product
- The image did not show the right connector type
Customers take a gamble, the product arrives, and it is not what they expected. The result? A return that could have been avoided with better product data.
Repeat orders are built on trust
In B2B, trust is everything. A customer might forgive one mistake, but if your product data is unreliable they will start looking elsewhere.
Enriched product data signals reliability. It shows buyers you understand their needs and that they can depend on your information to make decisions quickly. That confidence translates into repeat orders, stronger customer relationships, and higher lifetime value.
Think of enriched data as your silent salesperson. It does the job of reassuring buyers at scale, even when your sales team is not in the room.
Practical steps to enrich your product data
- Audit what you have today
Start with a baseline. Identify missing attributes, inconsistent formats, and low-quality content. Tools can help here, but even a manual audit across a sample of products can be eye-opening. - Define your “minimum viable product page”
Create a standard for what every product page must include before it goes live. Attributes, images, descriptions, certifications, everything. This becomes your non-negotiable checklist. - Work with suppliers differently
Do not accept whatever spreadsheet comes your way. Provide suppliers with a clear template and definitions of required fields. If you sell into safety-critical industries, make sure compliance data is mandatory. - Use automation where it makes sense
AI tools and PIM systems can help with tasks like reformatting data, generating first-draft descriptions, or spotting missing attributes. Just make sure you have governance in place so errors do not slip through. - Measure and improve
Track metrics such as return rate, time to purchase, and product page bounce rate. These numbers tell you whether your enrichment work is paying off.
Common pitfalls to avoid
- Relying on ERP data alone: ERP systems are great for transactions, not for enriched product content.
- Over-engineering your taxonomy: Too many attributes can slow suppliers down and confuse customers. Focus on what matters most.
- One-time projects: Enrichment is not a one-off clean-up. It is an ongoing process as products, suppliers, and requirements change.
- Leaving it all to AI: AI can help scale, but without human review and clear rules it can create as many problems as it solves.
The bigger picture
Enriched product data is not about aesthetics. It is about reducing costly returns, speeding up decision-making for buyers, and building the kind of trust that keeps customers coming back.
In competitive B2B markets, product data can be the difference between a one-time order and a long-term customer.
The question is not whether you can afford to invest in product data enrichment. The real question is whether you can afford not to.