Wayfair, one of the world’s largest online destinations for the home, is finally expanding a much-awaited program to bring richer content to the products on their site. The Wayfair WayMore Premium Product Content initiative was unveiled earlier this year with the announcement they would be carrying GE large appliances. The goal of the WayMore program is to enhance the customer experience by partnering more closely with manufactures and technology.

With the rollout today, manufacturers now have access to enhanced product page modules and the ability to add rich media which has been standard on sites like Amazon and Walmart.com for a few years now. As a leader in online home goods, it’s about time they made this type of rich media available on all their product pages. As they described, potential buyers want to visualize and understand key features before purchase. Especially before purchasing big-ticket home items that can run hundreds of dollars, take time to assemble, and are cumbersome to return.

For those familiar with Amazon A+ or Webcollage, there aren’t many groundbreaking changes here. There are six standard modules to choose from, with varying layouts of images with titles and descriptions. The one big module they have added that isn’t present on Amazon’s A+ is video. It does lack features such as comparison charts and document attachment at this time.

Ultimately, for me, this is a step in the right direction, but honestly should have come sooner. Enhanced product pages and enhance content is what ecommerce experts have been preaching about for year. I think the basic templates are good, but are poorly laid out on their desktop site. The Wayfair WayMore enhanced product content modules come up on the sidebar under the buy box. On mobile things look a little bit better. Time will tell how quickly brands and manufacturers bring over their enhanced content to the platform.

Here are two enhanced product pages on Wayfair to give you an idea of what the WayMore modules look like:

GE 22.2 cu. ft. Energy Star® Counter Depth French Door Refrigerator

Delta 9197-DST Cassidy Pull Down Single Handle Kitchen Faucet

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