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Content might be sexy but retailers need to strike the right balance between fun and functional

Sarah Vizard

EBay this week unveiled its new ‘magazine-style’ homepage to the UK at a celebrity-fuelled event in London. It follows Marks & Spencer as the latest ecommerce website to refocus around content, hoping that by inspiring customers it can boost engagement and, in the long term, sales. But online retailers must make sure their main point of being, to sell stuff to customers, isn’t getting lost among the pretty pictures and editorial content. 

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