For years, product instructions have been an afterthought—neglected and underfunded by many consumer goods’ companies, something that you do once in your product lifetime, another checkbox to mark. But today, they are emerging as a critical factor in customer experience, retention, and brand trust.
Four major shifts are reshaping how companies are thinking about product instructions. We are certain that four years from now, product instructions will no longer be a side concern but a business-critical function that companies understand need dedicated tools and processes, just like sales, marketing, and other core pillars of the customer experience.
1. E-commerce and retail are now one and the same
As e-commerce becomes the main way consumers source products, instructions are emerging as a crucial factor in customer experience, decision and cost control: Bad instructions drive returns and bad reviews, negatively impacting ever shrinking margins. The principal challenges are:
- Companies need to scale how they manage instructions as they expand into international markets, and they aren’t going from 4 to 5 languages—they need to scale to 12+ languages, across different marketplaces, forcing a rethink of how they manage instructions.
- With the razor thin margins of e-commerce, returns are very costly. Poor instructions increase returns and support tickets. Better guidance cuts both.
- Assembly problems dominate online product reviews. Better instructions boost star ratings, reduce customer frustration and returns.
- Manufacturers not selling direct are under pressure from distributors demanding better product info to make sure they are competitive on marketplaces
- D2C brands see instructions as an important channel to build stronger relationships with customers and create a positive impact on a customer who has chosen their product.
2. The New CX Imperative
In the last 20 years, commerce has undergone a transformation where brands actively orchestrate the customer experience. The rise of computers, the internet, and innovative companies at both ends of the price spectrum (such as IKEA and Apple) has shifted consumer expectations. We no longer just care about whether a product works; we evaluate how it is unboxed, assembled, interacted with, and integrated into our lives. Every touchpoint, from the first click to long-term use, shapes a brand’s reputation and customer loyalty.
- Instructions bridge the gap between purchase and product experience, guiding users from the excitement of unboxing to successful product use.
- They define first impressions, influencing whether a customer feels confident or frustrated.
- As brands focus more on customer experience, instructions are becoming a competitive differentiator.
- Modern consumers engage with content on their phones, making the traditional multi-page, multilingual printed manual increasingly obsolete and less intuitive.
3. EU Regulatory Shifts
The General Product Safety Regulation (GPSR) was introduced to address major shifts affecting consumers, including increasing digitalization and globalized supply chains. While compliance pressure is not yet at its peak, the direction is clear: regulatory expectations are tightening, and businesses must prepare.
- Amazon and other marketplaces are now enforcing compliance, compelling sellers to act.
- Non-EU companies are proactively adapting due to stricter import compliance requirements.
- EU-based companies are using this moment to reassess their processes, ensuring they not only meet regulations but also strengthen their long-term product safety and customer experience strategies.4
4. The Changing Nature of Search
AI is reshaping how consumers search for and interact with product information, creating new challenges (and opportunities) for companies:
- Without proper content, misinformation and unofficial sources can dominate search results, leading to customer frustration, product misuse, and potential brand damage.
- AI-driven search is shifting, reducing reliance on traditional search engines. Companies can no longer depend solely on Google to guide users to accurate information. Instead, they must create direct, optimized touchpoints such as QR codes on packaging, branded instruction hubs, and AI-powered guides to ensure customers access the right content.
- Poorly localized or unadapted instructions leave international customers especially vulnerable. AI-driven translation and content adaptation can help, but without investment, companies risk confusion, safety hazards, and negative customer experiences.
The New Business Critical
Companies are beginning to recognize that poor product instructions come at a cost—affecting everything from product returns to regulatory compliance. As momentum builds, investing in clear, accessible instructions is no longer optional but essential.
- Rising costs from high return rates and customer support inquiries
- Brand reputation risks due to bad reviews and frustrated customers
- Regulatory & market expansion hurdles as compliance requirements tighten
- Shifting search behavior demanding that accurate product information is easily accessible, wherever customers look
Businesses that treat instructions as a strategic asset—rather than an afterthought—will gain a competitive edge in an increasingly digital and regulated marketplace.
