DAM System

The relevance of digital media and its immediate availability for online shops

November 12, 2021

By using a digital asset management system (DAM system) in conjunction with a content delivery network (CDN), digital assets (e.g. images, videos, 3D/AR models) can be made available even faster with the various stakeholders (e.g. employees, agencies, partners, suppliers) in the respective channels (e.g. online shop, online catalogues, CMS). Before the synergy effects of both technologies are discussed any further, both terms should be briefly explained and differentiated.

What is DAM?

„DAM stores, manages and renders rich media, including text, graphics, photos, video and audio. DAM can be sold as a software license or hosted service. Typically, DAM systems are intended to support a wide range of actors - from specialized creative to generalist production to more operational and administrative roles - both inside and outside an organization, often including agencies and channel partners.“

Source: Gartner Glossary, 2021

Digital Asset Management is a discipline that enables digital content to be managed in a structured way. Especially in e-commerce, DAM systems are used to organise and design product communication more quickly and easily. Because all digital assets are orchestrated and controlled in a central location, there is no data chaos, which is often the case with decentralised data management through data silos. DAM systems thus support the consistent design of the different brand touchpoints along the customer journey, which improves branding and the customer experience. At the same time, a DAM system accelerates the content creation process by improving collaboration between internal and external stakeholders and by automating and standardising work processes.

What is CDN?

„Content delivery networks (CDNs) are a type of distributed computing infrastructure, where devices (servers or appliances) reside in multiple points of presence on multihop packet-routing networks, such as the Internet, or on private WANs. A CDN can be used to distribute rich media downloads or streams, deliver software packages and updates, and provide services such as global load balancing, Secure Sockets Layer acceleration and dynamic application acceleration via WAN optimization techniques.“

Source: Gartner Glossary, 2021

CDNs stands for Content Delivery Networks or Content Distribution Networks. It describes a network of geographically distributed servers that provides a constant and secure performance of websites, online shops and web applications - worldwide. CDNs enable the fast transfer of resources that are required for loading content. These include, for example, HTML pages, JavaScript and CSS files, interfaces, images and videos. CDNs are therefore very important, especially for (internationally positioned) companies that want or need to guarantee their stakeholders such as employees, customers, partners and suppliers smooth web traffic at all times.

CDNs use caching mechanisms, which drastically reduce the loading times for web applications. At the same time, CDNs ensure constant accessibility of the web service, which is very important with enormous traffic flows. By reducing the bandwidth via caching and other technical optimisations, the expenses for hosting can also be reduced.

Impact of load time on e-commerce performance

How many seconds does a user wait until a website or online shop has finished loading a (product) page? According to Neil Patel, users wait a maximum of 2 seconds before leaving a page and jumping to a competitor. A study by Aberdeen Strategy & Research also underlines that every additional second in the loading process can lead to enormous losses in online performance.

„A one-second delay in page load time results in 7% decrease in conversions, 11% drecrease in page views and 16% decrease in customer satisfaction.“

Source: Aberdeen Strategy & Research Studie

By using a DAM system in combination with CDNs, digital assets can be made available to users in the different channels even faster. For companies with high (global) access numbers and high content volumes, valuable synergies can be exploited through the interaction of DAM and CDNs:

Faster availability:

By using a DAM with CDNs technology, all current media assets are available in the online shop even faster - and that worldwide. This also applies to the provision of high-resolution images or 360° product views.

Secure access:

Encrypted pages via HTTPS guarantee secure access to all digital content and reduce the risk of attacks.

Better user experience:

Faster loading times reduce the bounce rate and increase the dwell time of website/shop visitors, which in turn leads to an increase in the conversion rate.


By using a DAM system with CDNs, companies ensure that customers have optimal access to their media in their online shop, regardless of their location. The interaction of both technologies ensures faster loading times, a reduction in the load on the company's own IT infrastructure and a high level of reliability. Therefore, a DAM with CDNs is primarily aimed at brands and retailers that record very high and strongly fluctuating access figures as well as a high content volume of images and videos.

Experience in a non-binding demo how you can significantly improve the performance of your online shop by means of convincing product experiences and lightning-fast loading times. Our experts will be happy to demonstrate how DemoUp Cliplister has already successfully implemented your requirements for numerous well-known customers with similar requirement profiles.

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