Glossary
What is user-generated content? Definition
June 4, 2026
User-generated content (abbreviated as UGC) includes any content created by customers, visitors, or brand fans, rather than the marketing team: reviews, try-on photos, unboxing videos, Instagram posts with hashtags, product questions, and testimonials. In e-commerce, UGC serves as social proof, enriches product pages, and fuels social commerce at lower production costs.
Summary
Definition of user-generated content
To clearly understand this term, we must first place it within the concrete operation of an online store.
UGC refers to content published by third-party users that mentions or illustrates your brand or products. The merchant can collect, moderate, and reuse them on their website, emails, or advertisements, subject to rights and consents.
Common forms in e-commerce:
Reviews and ratings: text + stars on a product sheet. Customer photos and videos: product in a real-life situation (living room, outfit, recipe).
Social media posts: brand hashtag, @store mentions, stories. Product Q&A: questions/answers between buyers.
Testimonials: selected feedback for landing pages or homepage. Community content: forums, groups, photo contests.
It is useful to distinguish this term from related concepts:
UGC vs PGC (professionally generated content): UGC is authentic and produced by customers; PGC is created by the brand or an agency (studio shoot, promotional video). Organic UGC vs Commissioned UGC: a customer posts spontaneously; a micro-influencer creator produces paid "UGC-style" content (blurred line, advertising transparency required).
UGC vs customer review: a review is a subset of UGC focused on evaluation; UGC also includes social photos, TikTok videos, etc. UGC vs influencer marketing: the influencer is often paid and managed by contract; pure UGC comes from the customer without a commercial mandate (except for incentivized campaigns).
Private feedback vs public UGC: an NPS survey or support ticket ≠ reusable content on the product sheet.
Why UGC boosts trust in e-commerce
The stakes go beyond a simple definition: this topic directly influences trust, operational efficiency, or commercial performance.
Online shoppers look for credible signals before ordering. UGC complements studio visuals with real-world proof.
Trust: seeing the product on a customer reduces doubt (color, size, texture). Conversion: UGC galleries on product pages often improve conversion rates compared to photos alone.
Contained cost: reusing customer photos costs less than an ongoing shoot. SEO: UGC reviews and texts enrich product pages (e-commerce SEO).
High-performing Ads: "native" UGC creatives sometimes test better than corporate banners. Community: hashtags and reposts strengthen brand attachment.
Without a UGC strategy, you rely solely on branded content, which is sometimes perceived as less authentic. Conversely, reusing UGC without permission or moderation exposes you to image rights disputes and an inconsistent brand image.
Collection, rights of use, and integration of UGC
In practice, the subject is best understood through the situations encountered by merchants and customers.
UGC collection levers:
Post-purchase email: photo/review request (marketing automation). Brand hashtag: #MyBrandStyle on Instagram/TikTok.
Contests: "Share your look, win a voucher" (clear rules, no buying reviews). Social listening: tools that detect mentions and tags.
Packaging: insert "Tag us + 10% off next order code". UGC creators: micro-creators producing testimonial videos for Meta/TikTok ads.
Usage rights: before republishing a photo on your site or in an ad, obtain explicit consent (review form checkbox, agreement DM, contest T&Cs). Specify usage: site, email, ads, duration. Watch out for faces, minors, and third-party brands visible in the frame.
Use case: Shopify skincare brand. Hashtag #GlowByNature + Loox app for post-purchase photos. Email flow Day+7: "Show your routine". Selection of 12 legally approved UGCs/month, displayed in a carousel on the serum product page. Repurpose 3 short videos into TikTok ads. Result: product page is more credible regarding actual skin tone; reduced ad creative costs; weekly moderation to remove inappropriate content.
User-generated content with Shopify
On Shopify, this logic translates into settings, pages, reports, or integrations that vary according to the store's maturity.
Shopify does not natively centralize all social UGC; merchants combine apps and integrations:
Loox, Judge.me, Okendo: reviews + customer photos on product pages. Taggshop, Flockler, Pixlee: aggregation of Instagram/TikTok feeds, shoppable UGC walls.
Klaviyo / post-purchase: automated UGC request emails. Shopify Collabs: tracked creator content (the line between UGC and influencer marketing).
Social channels: catalog sync for product tags (social commerce).
Typical workflow:
Install a reviews/UGC Shopify app. Enable post-fulfillment photo requests.
Moderate before publishing (quality, compliance, rights). Display gallery widget below official product gallery.
Export the best UGC to ad campaigns with written consent.
Performance: lazy load UGC galleries; avoid apps that inject too many scripts. Verify Online Store 2.0 and mobile compatibility.
Key takeaways about UGC
In summary, a few simple ideas should be kept in mind to use this concept correctly.
UGC = content created by customers/fans (reviews, photos, videos, social posts). Distinct from PGC, reviews alone (a subset), and undeployed/unacknowledged paid influence. Key aspects: trust, conversion, SEO, content cost, native ads. Shopify: review/photo apps + social aggregators + post-purchase flows. Permission, moderation, and transparency are mandatory.
Associated terms, frequently asked questions and useful resources
Associated terms
Customer review: the most structured form of e-commerce UGC.
Social commerce: channel where UGC circulates and converts.
Product image: branded visuals supplemented by UGC.
Conversion: business objective of social proof.
Customer experience: quality perceived via UGC authenticity.
FAQ
UGC and customer review: what is the difference?
The customer review is a structured form of UGC (rating + comment, often verified purchase). UGC also includes Instagram photos, TikTok videos, video testimonials, or hashtag posts without a formal review format.
Can we use a customer photo in a Meta ad?
Yes, if you have obtained a written authorization covering advertising usage, duration, and channels. Without agreement, limit yourself to an organic repost or request validation by DM/email.
Do you have to pay to get UGC?
Not mandatory. Many customers share spontaneously or in exchange for a legal voucher (without requiring a positive rating). Paid UGC creators produce "customer-style" content for ads; declare the commercial relationship.
Which Shopify apps for UGC?
Loox and Judge.me for reviews + product photos. Taggshop or Flockler for aggregated social walls. Choose according to volume, moderation, site performance, and budget.
Going further
Sources: Shopify App Store (Reviews & social trust), EU consumer policy (review transparency and commercial practices), online content copyright advice.
Enzo
13 May 2026
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