For the shopper, content is becoming the primary driver of usage, both relevant and personalized. what's your opinion on this?

We can classify shopper into following categories.

1.Needbased shopper--People in this are driven by specific need and I think customer in this category comes with specific need and perhaps with specific content and when enters the mall or shop go for buying items for the need arisen out of an occassion or absolute price point and go diirectly to the section of his need 2.Wandering Shopper--This is the largest category and accounts to40% of traffic in any Mall  but they make the smallest of sales but they are real voice of the community and depends more on store location but can carry lot of voice and may generate leads for future3.Impulse Shopper--Clearly this is the segment which is exciting as business point of view.They dont have any to do shopping list but go by whims.4.Discount Shopper--They visit the shop regularly but take decisions considering the mark downs or discounts.5.Loyal Shopper--They are not more than20% of customer base but contribute to50% of Sales.

As a shopper, in-store or online, content is of primordial importance. The growth of technology, mobile search and e-commerce has made content instantly accessible to consumers. Over300 million people read blogs every month.73% of customers who have internet access will prefer to find information through articles and websites. Clicks from shared content are5 times as likely to induce a purchase. Content not only satisfies the customers' need for information but also contributes to bottom-line revenue. This is evident from the fact that conversion rates are105% higher for consumers who interact with a brand/product throught content like product ratings and reviews.Bill Gates had once said that "Content is King", and it is true to a large extent. As purchasing timelines get longer, it is evident that consumers want to know more about the product through relevant or personalized sources before they make a purchase. Hence, it can be conclusively said that content is a strong driver of usage for a customer, existing or probable.

Source for facts:

http://www.entrepreneur.com/article/227357

Yes if the audience is urban and tech savvy it is very true. But there is a class  of people who want to feel the product before purchasing. They may be using but do not trust the internet and want to see the product performing at the store and take the storekeepers (Who is known to the buyer for a number of years ) word of confidence as the last word. And they do not like if someone wants to sell them something  on the net or over the phone. For them voluntary return policy may work . Some companies have a20 day return policy. If the customer was not satisfied with the product he could return the product within20 days. This would make more prospective customers being influence by blogs as the risk of buying a junk is minimized.

could you explain the question please

It all comes down to the user experience on the site, If you as a shopper didn't find the website informative, trust worthy and user friendly it's not likely that you'd buy from the website, Content is very critical to e-commerce, it drives traffic and sales.