E-commerce Product Descriptions: 10 Real Examples and Tips

To write effective e-commerce product descriptions, you should focus on key aspects such as highlighting the benefits, considering search engine positioning, using persuasive copywriting, adding effective calls-to-action, and understanding the basics of consumer psychology 🛍️

At YaVendió!, we have helped over 100 e-commerce businesses increase their sales through WhatsApp using the power of artificial intelligence - this included generating hundreds of product descriptions that inform and, most importantly, drive sales.

In this article:

• We share with you the best practices for writing good descriptions

• We analyze 10 real examples of product descriptions

• We include recommendations for creating product descriptions based on the marketplace

How to write product descriptions that boost sales: 5 best practices (with examples)

When describing your products, your texts should be clear, attractive, and highlight the key benefits. Check out these 5 best practices to create descriptions and apply them in your online store:

1. Apply SEO basics

SEO (Search Engine Optimization) focuses on optimizing content to improve its visibility on Google and attract organic traffic. This includes the proper use of keywords in titles and descriptions and ensuring that the site’s structure is clear, easy to navigate, and loads quickly.

• Example:

Lou Botanicals & Co uses SEO for the description of its product “Prairie, Moisturizing Facial Elixir” by including relevant keywords like "facial elixir" or "moisturizer" and more.

Additionally, it highlights the product's benefits, such as moisturizing without a greasy feel and easy usage. Always focusing on its core theme of natural and healthy cosmetics.

2. Invoke emotions with copywriting

Copywriting or persuasive writing focuses on crafting descriptions that emotionally connect with the user, using language that spurs purchase and creates an engaging experience.

• Example:

At Pandora, the copywriting for the Pandora Moments bracelet appeals to emotion with phrases like "Turn your heart around", highlighting its romanticism.

The descriptions take an emotional approach and, at the same time, highlight aspects that reflect the brand's quality, unique style, and versatility.

3. Highlight benefits, not features

It's about how the product improves the customer's life or solves a specific problem. Unlike technical features, benefits demonstrate what the user gains or achieves by using a product, which is usually more valuable to the consumer.

• Example:

In the case of Aurela Peru, home products, the product description focuses on the benefits provided by the Clip Hanger Pro, such as efficiently organizing closet space. Product features are used to support benefits that enhance the customer's life.

4. Create a sense of urgency and scarcity

The sense of urgency (to act quickly) and scarcity (limited stock or time) encourage the customer to make quick decisions and are widely used in marketing because they help eliminate the phase of doubt or indecision about the purchase.

• Example:

Let's see how Ecco, a shoe brand, describes its product on Instagram. The text uses urgency and scarcity by including phrases like "Hurry!" and "sizes and stock fly out", prompting consumers to act quickly.

Additionally, the offer of "UP TO 50% OFF" on selected models suggests that the promotion is limited, increasing the perception of scarcity.

5. Use calls to action or Call to actions

A call to action prompts the user to take immediate action, like buying, registering, or obtaining more information. Its goal is to guide the customer towards conversion, making the next step in the buying process easy and attractive to increase its effectiveness.

• Example:

On WhatsApp, the store Hush Puppies keeps it simple and direct with phrases like “Buy now!” when sharing their products.

It gains strength from the urgency and attractive discounts that motivate action, while the WhatsApp option makes the purchasing process quick and easy. The combination of these elements makes the CTA highly effective.

Now that you know the best practices for describing products, it's important to consider the type of e-commerce platform where they will be posted. Below, we help you understand them and make your catalog stand out:

How to create product descriptions based on the e-commerce platform?

Let’s see how to adjust your descriptions according to the characteristics of each platform.

1. Describe products on Instagram Shopping:

Instagram Shopping allows short and visually appealing descriptions, tailored to its visual content focus. Although it allows up to 2,000 characters, ideally, a description should be between 125-150 characters.

You can use text, emojis, and hashtags, but there is no space for technical details. Unlike other platforms, customization is limited and you cannot add tables or lists. However, images are very important and must be high-quality.

The real advantage of Instagram is its constant traffic, but it's crucial to complement your product descriptions with audiovisual support like reels.

While Instagram is ideal for brands seeking visibility and small-scale sales, keep in mind that it is not as efficient for large inventories or more organized purchasing processes.

In summary:

• Short descriptions (ideally 150 characters)

• Include related emojis and hashtags

• High-quality images (very important)

• Include reels showing the product in action

2. Describe products on WhatsApp:

WhatsApp Business allows for a more personalized sale, focused on direct communication between seller and buyer.

You can create a catalog of up to 500 products, with descriptions of between 150 and 250 characters. Additionally, you can add images, videos, and documents, but customization is limited to the organization within the chat. It's ideal for local sales, where the seller can answer questions in real-time.

However, many businesses make the mistake of using long descriptions and low-quality photos. With YaVendió!, our clients obtain product descriptions with artificial intelligence (AI) that remain aligned with the brand and the needs of the target audience.

Moreover, our AI sales agent shows your catalog smoothly and achieves that the customer, just by asking, can obtain the product information. Very useful!

In summary:

• Create your product catalog

• Organize your collections within the catalog

• Direct descriptions (maximum 250 characters)

• Add audiovisual support (images and videos)

  
  

3. Describe products on Mercado Libre:

With Mercado Libre (ML), you have up to 5,000 characters to describe your products. This allows for a considerable level of detail. Ideal for products with complex technical features.

Allows you to include additional images, videos, and documents, enhancing your product's sheet. Additionally, the platform supports high customization as you can organize the description with subtitles and lists, and add variants such as sizes or colors.

Users can also review other buyers' opinions, which strengthens trust in the product.

Even though the space is ample, this does not mean you should saturate the description with content. The key is to prioritize information. Competition is high, and this “freedom” can be an advantage if you utilize it adequately.

Additionally, ML uses algorithms that prioritize some products. Therefore, applying good SEO will increase your conversion opportunities compared to other sellers who don’t leverage this potential.

In summary:

• Allows detailed descriptions (up to 5,000 characters)

• Build your profiles with high-quality images

• Include technical information about your product

• Differentiate from the competition with persuasive copywriting

• Opportunity to stand out in search engines

  
  

4. Describe products on Facebook Marketplace:

On the other hand, Facebook Marketplace allows you to add product descriptions with a limit of 1,000 characters, requiring conciseness. It's a straightforward platform where you can include up to 10 images and one video.

Customization is limited, focusing on local and second-hand sales. Thus, the product description should be clear and direct to quickly capture attention.

Since many products are used or second-hand, some buyers may be cautious. It is essential that your description be persuasive, detailed, and honest.

In conclusion, Facebook Marketplace is good for occasional sales, but if you're looking to create a large brand impact, this is not your ideal platform.

In summary:

• Concise descriptions (maximum 1,000 characters)

• Use high-quality images or a video

• Strong competition

• Capture attention with a complete and persuasive description

  
  

5. Describe your products on Amazon:

The focus of Amazon is on optimizing product descriptions to enhance conversion and SEO.

Here the product title must be clear, attractive, and include relevant keywords. It allows up to 200 characters, but ideally, it should be between 100-150 to prevent it from being cut off on mobile devices.

For example: "TECKNET Mechanical Gaming Keyboard with RGB Backlight, Anti-Ghosting, Compatible with PC, Mac, and Consoles."

Bullet points are important to highlight the main features. Amazon allows up to five, with a maximum of 250 characters each.

Unlike Instagram Shopping, Amazon descriptions are detailed and explain how they solve the customer's problems. It allows up to 2,000 characters and 9 images.

Finally, CTAs (call-to-actions) are always visible and use urgency phrases, such as “Only 10 units left” or “Limited time offer”, motivating quick decisions and increasing conversion likelihood.

In summary:

• Product title optimized for mobile (ideally 150 characters)

• Include keywords to rank in search engines

• Use lists for quick and clear benefit reading

• Detailed descriptions (maximum 2,000 characters)

• Add up to 9 images of your product

  
  

6. Create product descriptions on Falabella:

For Falabella, product descriptions are up to 2,000 characters, allowing for well-structured information. You can include images, videos, technical specifications, shipping options, and discounts. However, customization is limited, making it challenging to differentiate.

There are trusted recognized brands, but also high internal competition among less established brands. Therefore, standing out here requires using persuasive techniques.

The most common strategy is to create urgency with offers or limited products. Even though the call to actions (CTAs) are not as enhanced.

A major shortcoming on the site is that many products lack complete descriptions or technical sheets, especially among smaller sellers, which can raise doubts among buyers.

In summary:

• Allows descriptions of up to 2,000 characters

• Images and videos of your product in use are recommended

• Include shipping options

• Marketplace with high competition - discounts can attract new buyers.

  
  

7. How to describe your products on Shopify:

Finally, on Shopify, product descriptions are more customizable and flexible. This gives you the freedom to work on your brand narrative and emotionally connect with the customer, highlighting what makes your product special.

Product titles have a limit of 70 characters, while the short description can have between 300 and 500 characters.

The detailed product description is longer (between 500 and 1,000 words) and allows for more creativity. This gives you the opportunity to tell how your product solves a problem or improves the customer's life.

High-quality images, as with other platforms, should show the product from different angles. You can add product videos or customer testimonials to build trust.

On Shopify, brand storytelling is key because it gives you the opportunity to connect with your customers. Here, SEO remains crucial to improving visibility.

As a platform to set up your own store, the experience is personalized and easy to use.

In summary:

• Title of up to 70 characters

• Short description of up to 500 characters

• Detailed description with up to 1,000 words

• Focus on creativity and persuasion in your product descriptions

• Add customer testimonials to increase trust

  
  

5 examples of product descriptions by industry

It’s time to see how best practices can be effectively applied to your specific industry. Here are 5 examples to inspire you and help create your own:

• Leonisa - Fashion store

As you can see, the title emphasizes keywords like: “swimsuit” or “bust enhancement”.

At Leonisa, SEO is applied from start to finish. Not only in parts of the description, but throughout the platform. This is complemented with persuasive calls to action that accompany and encourage the customer to purchase.

The message “Buy now, only 1 left!” goes directly to create a sense of urgency and scarcity. This is augmented by push messages indicating how many people are viewing the product at that moment.

Leonisa uses honest copywriting that goes hand in hand with the benefits and includes the product's features to support its claims. This is very important as it ensures that what is bought is not misleading.

• Calimod - Footwear business

Calimod is a clear example that less is more. Their clean and organized website allows the customer to appreciate the product without feeling overwhelmed by too many stimuli.

Nor do they disregard urgency, and even though it doesn't take up the entire screen, they have strategically placed a 50% discount offer that you should take advantage of.

As mentioned earlier, the importance of being precise is key. Calimod fulfills a concise product description that encompasses all best practices without the need to saturate with content.

In the product description, it is also effective to highlight payment facilities, such as installments. Not all websites of this type are so aware of this, and it can influence the final customer's decision.

• Aruma - Beauty products store

It's clear that Aruma opts to emphasize the use of SEO. In this example of a foundation, the triggering words “24H Fresh Wear True Beige” refer to the long-lasting and natural finish, elements that the customer seeks directly.

Being a makeup store, it's common for consumers to have previous information. Therefore, copywriting here is brief, while still focusing on highlighting the specific function of the product: durability.

“Demand more from long-lasting wear! The Infallible Fresh Wear powder foundation covers like a liquid and mattifies without a powdery look for up to 24 hours.” This concise description is effective, direct, and quickly includes the best practices.

Keep in mind that it's not necessary to integrate all best practices to do it well. You should choose the ones that best suit your business.

• Casa Ideas - Home and decoration

For Casa Ideas, much of their website is based on urgency and scarcity. Note, this does not mean neglecting other practices, but their primary hook lies in getting you to notice the super offers.

They also achieve visibility of their products by using a strategic SEO. Remember, this should always be in all content. In the image, for example, it is highlighted by placing greater visual weight on the keywords.

The “online only” referring to the 10% discount on the sheets is a good use to generate urgency in the customer and is accompanied by the call to action “add to cart”.

Copywriting is punctual, and they focus on making you understand both the technical characteristics of the product and how it can improve your life.

• Organa - Food industry store

 Finally, Organa, an organic food brand, focuses on the benefits of its products. While there are offers, it does not seek to attract customers with them; instead, it focuses on communicating how they improve your life with healthy products.

In the image, you can see that all the attention is directed towards the benefits that magnesium citrate can offer. Their copywriting appeals to persuade your desire to improve your health and quality of life.

Although there is a call to action and urgency, the audience Organa targets always seeks benefits, as many are dealing with health or stress issues.

So, keep in mind that each best practice can be used according to the type of product you sell, the platform where you are going to publish the description, and the audience you are targeting. 

Do you sell your products on WhatsApp? Try YaVendió!, the AI sales agent for e-commerce businesses

If you've read this far, you're ready to write the best product descriptions - and on various platforms!

Now, if you want to take it a step further, you can use an artificial intelligence agent (AI) that not only describes your products but also handles selling your products from the first “hello” to the final payment.

More than 100 online businesses are already using YaVendió! to boost their sales through WhatsApp. Want to try it? Chat with YaVendiosita (our official chatbot) and get a free demo.