Low-Literacy Users Struggle to Verify Products and Complete Returns in E-Commerce
Last updated
Many low-literacy users rely primarily on product images rather than written descriptions when shopping online. Misleading images, limited understanding of product specifications, and text-heavy return processes can result in incorrect purchases, financial loss, and reduced trust in digital commerce.
Situation
Online shopping platforms often assume that customers can comfortably read product descriptions, specifications, return policies, and support instructions. However, many low-literacy users, first-time internet users, and people with limited formal education depend mainly on product photographs to make purchasing decisions.
Who is affected
Low-literacy users, rural communities, first-time online shoppers, elderly users, people with limited digital skills, marketplace sellers, customer support teams, and e-commerce platforms.
How often
Reported as a regular experience. This has not been measured.
Root cause
Most e-commerce platforms continue to depend heavily on written information throughout the shopping and return journey, while product images may not always communicate accurate size, quality, or functionality. Return systems also assume users can comfortably navigate text-based workflows.
Current workaround
Customers ask family members for assistance, contact sellers by phone, depend on local shop owners or friends to complete returns, or simply keep unsuitable products because the return process feels too difficult.
Opportunity for improvement
This friction creates opportunities for image-assisted product verification, voice-guided shopping experiences, visual product demonstrations, AI-assisted product comparison, multilingual support, simplified return workflows, and inclusive marketplace designs that reduce dependence on reading lengthy text.
Friction Journal observation
Digital commerce becomes truly inclusive only when people can confidently buy, verify, and return products regardless of their literacy or digital experience.
About this record
Status: Initial observation. Based on lived experience, not a verified study. This record may be updated as evidence is checked.
Impact: Medium. Repeated frustration or wasted time, or serious harm that is possible but not likely.
- Sources consulted
- Personal observation and everyday experience.
- Last updated
- Cite this record
- Friction Journal. “Low-Literacy Users Struggle to Verify Products and Complete Returns in E-Commerce.” FJ-000009. Last updated 22 October 2026. https://frictionjournal.com/frictions/fj-000009/