Inspirational online shopping: 3 examples
Posted: Mon Jan 06, 2025 5:24 am
The most well-known curation platform is Pinterest. They are also increasingly focusing on e-commerce.
The rise of curation is in contrast to the ever-increasing 'algorithmization' of e-commerce. The latter can be seen, for example, in the personalized recommendation system that Amazon has become known for and that can now be found in many web shops. In a sense, curation brings the human factor back into the online world driven by technology and optimization. Algorithms that recommend products to me will do so by extrapolating (limited) information about me. In this way, however, we ignore serendipity, the unexpected discovery of something new. Curation makes it possible to discover new insights or products, of which you may not yet have known how interesting they could be for you.
Experts & Product Reviews
Curation can take place in different ways. Experts can be called in to curate (independently), also famous Dutch people, or a community could be used. Reviews in a webshop could also be classified as a type of curation. The target group indicates what is and what is not attractive (the product with the most reviews is probably the most popular).
However, product reviews are often only shown in a kenya phone data webshop when you click on a product, in this case they mainly serve to increase conversion. In other words, the reviews are focused on transaction and not on inspiration. Of course, that could be different. Webshops could remove the reviews from this transactional environment, so that they can serve as a mechanism for curation. For example, by bringing them forward in the purchasing process for the orienting visitor, who only wants to be inspired.
In recent years, several sites have focused on applying curation based on the principles mentioned above. Especially in the world of fashion, many interesting initiatives have been developed. There is a transition from fully transactional to fully inspirational and all kinds of variations in between. In other words, how curation is applied or integrated is also subject to change. The examples below show what this means in practice.
Joyus
Joyus is a webshop where videos, made by experts, are (literally) central. The goal of the shop is to let customers discover new products through these videos. Because Joyus mainly offers temporary products, chosen by curators and presented through professionally produced videos, the webshop differs from the 'traditional' webshop. Inspiration and discovery are central. In a traditional webshop, the video would be found on the product page, where it serves as a support for the conversion.
The rise of curation is in contrast to the ever-increasing 'algorithmization' of e-commerce. The latter can be seen, for example, in the personalized recommendation system that Amazon has become known for and that can now be found in many web shops. In a sense, curation brings the human factor back into the online world driven by technology and optimization. Algorithms that recommend products to me will do so by extrapolating (limited) information about me. In this way, however, we ignore serendipity, the unexpected discovery of something new. Curation makes it possible to discover new insights or products, of which you may not yet have known how interesting they could be for you.
Experts & Product Reviews
Curation can take place in different ways. Experts can be called in to curate (independently), also famous Dutch people, or a community could be used. Reviews in a webshop could also be classified as a type of curation. The target group indicates what is and what is not attractive (the product with the most reviews is probably the most popular).
However, product reviews are often only shown in a kenya phone data webshop when you click on a product, in this case they mainly serve to increase conversion. In other words, the reviews are focused on transaction and not on inspiration. Of course, that could be different. Webshops could remove the reviews from this transactional environment, so that they can serve as a mechanism for curation. For example, by bringing them forward in the purchasing process for the orienting visitor, who only wants to be inspired.
In recent years, several sites have focused on applying curation based on the principles mentioned above. Especially in the world of fashion, many interesting initiatives have been developed. There is a transition from fully transactional to fully inspirational and all kinds of variations in between. In other words, how curation is applied or integrated is also subject to change. The examples below show what this means in practice.
Joyus
Joyus is a webshop where videos, made by experts, are (literally) central. The goal of the shop is to let customers discover new products through these videos. Because Joyus mainly offers temporary products, chosen by curators and presented through professionally produced videos, the webshop differs from the 'traditional' webshop. Inspiration and discovery are central. In a traditional webshop, the video would be found on the product page, where it serves as a support for the conversion.