I had to read most of the article to figure this out, too. It’s referring to the product description and accompanying media. Some sites show you little more than a 64-pixel thumbnail and generic info like “Size: 10, Color: Blue”. Having “more content” means high-quality and accurate product photos, sizing charts, etc. Considering that definition, it seems obvious that buyers are reluctant to pay for something if they’re not even sure what they’re getting.