According to research, 64% of women who shop on their smartphone say that seeing images of products in context positively influences their purchasing decisions.

It’s a simple tactic, but by including context, the online customer experience can be greatly improved – and this doesn’t just apply to shopping on mobile either.

By reducing doubts about size and fit, and enabling a shopper to envisage how they might use a product, ecommerce retailers can help to reduce basket abandonment and encourage consumers to buy.

Here’s a look at some of the best examples of brands putting products into context online.

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When it comes to ecommerce retailers that sell a wide range of brands, implementing product demonstrations across the board can be difficult.

In its ‘electricals’ category, Boots tackles this problem by making use of videos created by the brand manufacturers themselves.

It includes demos from the likes of Braun and Dyson, which adds a sense of authority as the information comes direct from a trusted brand.

As well as helping to make the online experience more engaging, this also gives shoppers a greater understanding of the product’s key features as well as how it can be used in real life.


Nespresso uses context to solve consumer worries about the environmental impact of its coffee capsules.

Instead of merely focusing on the product itself, it uses its video on the ‘infinite journey of your Nespresso capsule’ to widen the story, informing customers what happens after the product has been used.

By highlighting the surrounding environmental factors, consumers are reassured that they are making a responsible purchase, giving them more incentive to buy.

Under Armour

Though many ecommerce retailers use contextual product imagery on-site, it’s less common to see it used in email marketing - missing a trick when it comes to reducing basket abandonment.

Under Armour is a great example of how to effectively combine copy and contextual imagery, often promoting its products with seasonal context or consumer motivation.

The below email displays the products in a real-life scenario, capitalising on the relatable context of running in cold weather.

Even better, this example includes integrated video, which nicely complements the various feature-based images.


Practical products like household appliances are best shown in-use, especially when it comes to large items like fridges and freezers.

Bosch is a great example of this, using visuals to tell consumers how much food and drink can fit inside its fridges.

While sizing dimensions are all well and good, this highly visual element means customers are immediately engaged and well-informed.

It also uses demonstration videos to further highlight the product’s features in a real-life scenario.


Visuals are a great way to provide context, but Teapigs proves that words can also do the job.

Its product descriptions do not merely list ingredients or describe the taste of the tea. Instead, it tells the customer how and when the tea should be drunk, describing it in relation to time of day, and even with tips like ‘add sugar if particularly hungover’.

This contextual information makes the brand seem more human, which helps to trigger a positive reaction.

Finally, it uses recipe ideas to add extra value, reminding the customer that products can be used in scenarios outside of their common everyday context.