The influence of opinions on portals such

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Examples of products that use user-generated content and SEO in ZMOT for e-commerce
Insight: E-commerce is an area where ZMOT plays a huge role in generating and engaging customers. Online customers regularly look at reviews from other users, product photos added by customers, and questions and answers about using products before making a purchase. Good SEO and user-generated content (UGC) are key elements here that can influence purchasing decisions.

Strategic Solution: In ZMOT for e-commerce, brands can invest in product review and rating systems, allowing customers to add photos and share their experiences. For products such as clothing, sports equipment or home accessories, photos from users help build trust because they show the authenticity of the product in everyday use. Additionally, choosing the right keywords and taking care of SEO increases the brand's visibility in search engines, which means that potential customers will find the brand's offer faster when searching for information about products online.

Example: An example of an e-commerce store owned by a brand that makes great use of user-generated content (UGC) and SEO at the ZMOT stage is IKEA. The company encourages its customers to share reviews, ratings, and photos of products in everyday use, which helps potential buyers see how furniture and accessories look in real homes, not just in catalog photos.

As part of its communication activities, the brand, among others:

runs a blog with inspirations:
ikea example 1 – zmot

Image source: ikea.com

collects UGC content (for example, on IG, the brand is tagged in non-sponsored posts up to 50 times a day):