E-commerce Product Descriptions: 10 Real Examples and Tips

To write good e-commerce product descriptions, you should focus on key aspects such as mentioning the benefits, thinking about search engine optimization, employing 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 with the power of artificial intelligence - and that included generating hundreds of product descriptions that inform and, above all, generate 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 according to the marketplace

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

When describing your products, your text should be clear, appealing, and highlight key benefits. Review these 5 best practices to create descriptions and apply them in your online store:

1. Apply SEO fundamentals 

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

• Example: 

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

In addition, it highlights the benefits of the product, such as moisturizing without a greasy feeling and its ease of use. Always focused on its central theme of  natural and healthy cosmetics. 

2. Awaken emotions with copywriting

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

• Example:

At Pandora, the copywriting for the Pandora Moments bracelet appeals to emotion with phrases like "Make your heart skip a beat", highlighting its romanticism. 

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

3. Highlight benefits, not features

It's about how the product improves the customer's life or solves a specific problem. Unlike technical features, the benefits show what the user gets or gains by using a product, and this tends to be more valuable to the consumer.

• Example:

In the case of Aurela Perú, home products, the product description focuses on the benefits provided by the Clip Hanger Pro, such as efficiently organizing closet space. It uses the product's features to give weight to the benefits focused on improving the customer's life. 

4. Create a sense of urgency and scarcity

The sense of urgency (acting quickly) and scarcity (limited stock or time) push the customer to make quick decisions and are widely used in marketing because they help eliminate the phase of doubt or indecision regarding 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 up!" and "sizes and stock are flying out", which prompts 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

The call to action urges the user to take immediate action, such as buying, signing up, or getting more information. Its goal is to guide the customer towards conversion, facilitating the next step in the purchase process. Make it  clear, direct, and attractive to increase its effectiveness.

• Example: 

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

It is strong thanks to the urgency and attractive discounts that motivate action, while the WhatsApp option facilitates the purchase process quickly and easily. 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 it will be published. Next, we help you understand them and make your catalog stand out on them:

How to create product descriptions for different e-commerce platforms?

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

1. Describing products on Instagram Shopping:

Instagram Shopping allows for brief and visually appealing descriptions, adapted to its focus on visual content. Although it allows up to 2,000 characters, an ideal description is between 125-150 characters.

You can use text, emojis, and hashtags, but there is no room for technical details. Unlike other platforms, personalization is limited and you cannot add tables or lists. However, images hold great importance and must be of high quality. 

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

Although 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. Describing 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 between 150 and 250 characters. Additionally, you can add images, videos, and documents, but the customization is limited to the organization within the chat. It is 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 get product descriptions with artificial intelligence (AI) that stay aligned with the brand and the needs of the target audience. 

Moreover, our AI sales agent showcases your catalog fluently, and you'll achieve that the customer, just by asking, can get 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. Product descriptions 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.

You can include images, videos, and additional documents, which enrich your product's profile. Additionally, the platform allows for a high level of customization, as you can organize the description with subtitles and lists, and add variants like sizes or colors.

Users can also consult reviews from other buyers, which strengthens trust in the product.

Although the space is ample, this does not mean that you should saturate the description with content. The key is to prioritize the information. Competition is high, and this "freedom" can be an advantage if you exploit it appropriately.

Additionally, ML uses algorithms that prioritize some products. Therefore, applying good SEO will increase your conversion opportunities compared to other sellers who do not take advantage of this potential.

In summary

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

• Create your product profiles with high-quality images

• Include your product's technical information

• Differentiate yourself from the competition with persuasive copywriting

• Opportunity to stand out in search engines

  
  

4. Describing products on Facebook Marketplace:

On the other hand, Facebook Marketplace allows you to add product descriptions with a limit of 1,000 characters, which requires being concise. It is a simple platform where you can include up to 10 images and a video.

Its customization is limited since it focuses on local and second-hand sales. Therefore, the product description must 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 is persuasive, detailed, and honest. 

In conclusion, Facebook Marketplace is good for occasional sales, but if you're looking to create a big brand impact, this isn't 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. Describing your products on Amazon:

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

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

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

The 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's descriptions are detailed and explain how the products solve the customer's problems. They allow up to 2,000 characters and 9 images. 

Finally, the CTA (call-to-action) is always visible and uses urgency phrases, such as “Only 10 units left” or “Limited time offer”, which encourage quick decisions and increase the chances of conversion.

In summary

• Optimize your product title for mobile (ideally 150 characters)

• Include keywords to position yourself in search engines

• Use lists for quick and clear reading of benefits

• Detailed descriptions (maximum 2,000 characters)

• Add up to 9 images of your product

  
  

6. How to describe your products on Falabella:

For Falabella, product descriptions are up to 2,000 characters, which makes it easy to structure the information. You can include images, videos, technical specifications, shipping options and discounts. However, customization is limited, which makes differentiation difficult.

There are reputable brands, but also high internal competition among less established brands. Therefore, to stand out here, it is key to use persuasive techniques.

The most common strategy is to create urgency with offers or limited products. Although call-to-actions are not as enhanced.

A major flaw on the site is that many products lack descriptions or complete technical sheets, especially among small vendors, which can create doubts in 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 connect emotionally with the customer, highlighting what makes your product special.

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

The detailed product description is more extensive (between 500 and 1,000 words) and allows you to be more creative, giving you the opportunity to tell how your product solves a problem or improves the customer's life.

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

In Shopify, the brand narrative is key because it gives you the opportunity to connect with your customers. Here, SEO remains crucial to improve visibility. 

As a platform for setting up your own store, the experience is personalized and user-friendly.

In summary

• Product title maximum 70 characters

• Short description up to 500 characters

• Detailed description with up to 1,000 words

• Focus on creativity and persuasion for your product descriptions

• Add customer testimonials to increase trust

  
  

5 examples of product descriptions by category

It's time to see how best practices can be effectively applied according to the industry you are in. Here are 5 examples to inspire you and create your own:

• Leonisa - Fashion Store

As you can see, the keywords like "swimsuit" or "bust enhancement" are emphasized right from the title.

At Leonisa, SEO is applied from start to finish. Not only in parts of the description but throughout the platform. They complement this with persuasive calls to action that accompany the customer and encourage them to buy.

The message "Buy now, only 1 left!" directly creates a sense of urgency and scarcity. Added to this are push notifications 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 characteristics to back up what it says. This is very important because it verifies that what is purchased is not a deception.

• Calimod - Footwear Business

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

They also do not neglect urgency and, although it does not occupy the entire screen, they have cleverly placed a 50% discount offer that you must take advantage of.

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

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

• Aruma - Beauty Products Store

It is clear that Aruma chooses to place emphasis on the use of SEO. In this example of a foundation, the trigger words “24H Fresh Wear True Beige” refer to long-lasting wear and a natural finish, elements that the customer directly looks for.

Since it is a makeup store, it is common for consumers to come with prior information. That's why the copywriting here is brief, without losing focus on highlighting the specific function of the product: longevity.

“Demand more of long-lasting wear! The Infallible Fresh Wear Powder Foundation covers like a liquid and mattifies without a cakey look for up to 24 hours.” This short description is effective, direct, and quickly includes the best practices.

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

• Casa ideas - Home and Decoration

For Casa Ideas, much of its website is based on urgency and scarcity. However, this does not mean that it neglects other practices, but its hook lies in making you focus on the great deals.

It also manages the visibility of its products using strategic SEO. Remember that this should always be present in all content. In the image, for example, you can see that it emphasizes greater visual weight on the key words.

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

The 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, they do not seek to attract customers based on them; they focus on communicating how they improve your life with healthy products.

In the image, you can notice that all attention is directed to 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 that Organa targets will always be looking for benefits, as in many cases, they are people with health or stress problems.

Therefore, keep in mind that each best practice can be used depending on 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 through WhatsApp? Try YaVendió!, the AI sales agent for e-commerce businesses

If you've made it this far, you're ready to write the best descriptions for your products - and on various platforms!.

Now, if you want to go a step further, you can use an artificial intelligence (AI) agent that not only describes your products but also takes care of selling your products from the first "hello" to the final payment. 

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