Online Store: Write Product Descriptions That Sell

In an online store, your buyer cannot hold the product. They cannot turn it over to look at the back, cannot measure it, cannot feel the material. Everything they have left to make a decision with is a photo and some text. The photo captures attention; the text answers questions — and an unanswered question is the single most common reason a person leaves a page without buying.

A product description, then, is not "the text that is supposed to be on the page". It does a specific job: it replaces the salesperson who would have stood beside you in a physical shop and answered questions. Of all the steps described in the roadmap, this is the one most often skipped — the product gets uploaded, the price gets set, and the description is left as whatever the supplier wrote, sometimes not even translated.

Start with what you actually know about the product

Before we get to structure, one thing: you cannot write a description for a product you do not know the feel of. If you have never held a sample in your hands, everything you write will be a guess read off the supplier's photo. And a guess turns into a return and a complaint at the buyer's end, because the details that go wrong are exactly the ones a photo does not show: the real size, the stiffness of the material, the noise it makes, its weight in the hand.

This is why writing a description starts with collecting facts, not with thinking up a nice sentence. Ordering a sample, as described in the article on product testing, is partly for this too — not only to check quality, but so that what you put on the page is true.

Take a sheet of paper and write down: dimensions, weight, material, what comes in the box, how many colours or variants exist, what it needs in order to work (a battery, mains power, an app), and what happens if the buyer does not like it. That list is the raw material of your description.

The backbone of a description — six blocks

A product page does not require inspiration. It is assembled from six blocks, always in the same order, for every product.

1. The first two sentences: what the product does for the buyer

The first two sentences are not the place for specifications. Here you answer one thing: what changes in this person's day once the item arrives. "Stainless steel thermos, 500 ml" — that is a specification. "A thermos that keeps your coffee warm until the end of the working day" — that is the job the item performs.

The difference matters, because a buyer is not buying an object; they are buying an outcome. That does not mean overselling, though: write what the product genuinely does, not what you hope it will do.

2. Specifications — precise, and in one place

The next block is a short, scannable list — dimensions, material, weight, what is included, variants, care instructions. You do not need full sentences here; the buyer does not read this part, they scan it with their eyes looking for one thing.

This is exactly where the line between an honest page and a careless one is drawn. If you took a measurement from the supplier's table and did not check it yourself, write that the measurement is the supplier's figure. And if you do not know something, it is better left off the page than put there approximately.

3. Who it is for — and who it is not for

This block is the one most often missing, and the one that does the most work. Two short lists: who this product is good for, and who it is not.

A "not for you if" section does not cost you sales — it prevents the wrong sale, the one that ends in a return, a bad review and lost trust. When you state plainly that the bag will not fit a laptop larger than 15 inches, you lose one order and you avoid one complaint. That trade is in your favour.

4. Delivery and returns — part of the description, not of the footer

A buyer has two questions they want answered before they buy: when will it arrive, and what happens if it does not fit. If those answers live only on a separate page, some of your buyers will never see them.

Write the real timeframe, not the one you would prefer. A hidden three-week wait does more damage than the wait itself — a person will wait if they know in advance. What breaks trust is a wait they were not expecting.

5. Frequently asked questions

In the very first week, buyers will write to you with questions. Every question that arrives twice belongs on the product page itself, together with its answer. This is the cheapest improvement you can make to a page: you are not inventing the text — your buyers are dictating it to you.

The course lesson on store architecture shows where this block sits within the structure of the page, so that it does not bury the price and the buy button.

6. One clear action

At the end of the page, the buyer should know what to do next. One button, one line of text, no glittering adjectives. Three competing calls to action on one page leave each other weak.

What should never be in it

Three things that spoil a description even when everything else is right:

The supplier's text, unprocessed. It sits identically in hundreds of other stores, it is often machine-translated, and it was not written for your buyer. That text is raw material, not your page.

Adjectives in place of facts. "Highest quality", "amazing design", "the best on the market" — these words are empty to a buyer, because every store uses them. A fact — "material: stainless steel, wall thickness 0.4 mm (supplier's figure)" — says a great deal more.

Borrowed photos or text from another store. This is neither legally safe nor practically effective: an identical page cannot show a difference.

How to rework the supplier's text — four steps

1. Separate out the facts. Read the supplier's description and extract only the checkable data: size, material, what is included. Discard the rest.
2. Verify against the sample. Measure and weigh what you have in your hands. Wherever the supplier's figure does not match, your figure is the one that goes on the page.
3. Write it in Georgian, from scratch. A translated sentence will not do — write it the way you would explain this product to a friend.
4. Fit it into the six blocks. You already have the structure; now arrange the material inside it.

How you will know whether it works

A description is not a matter of taste — you measure it. Two simple signals:

The number of questions. If different buyers keep repeating the same question, your description does not answer it. Move the answer onto the page and the question will fade away.

The reasons for returns. If most of your returns are of the "I wasn't expecting it to be like this" kind, the problem is not in the product — it is in the description and the photos.

Both of these figures cost nothing and start accumulating from your very first week. All you have to do is write them down.

Before you publish

Before launch, check that all six blocks are on the page, that every figure has a source behind it (your own measurement, or the supplier's data clearly labelled as such), and that you really did write the "not for you if" section. The store launch checklist on dropship.ge covers the remaining technical ground — payment, delivery, contact details.

Once you have the structure, assembling the page itself is quick work. On Sellit a product page is built on a ready-made template, so you are not hunting for somewhere to put the blocks of your description — the commission on sales is 0% on every plan, and you can try it free for 30 days without entering a card (source: sellit.ge/llms.txt).

Your next step

Do not rewrite your whole catalogue. Take one product — the one that gets viewed most often and bought least — and build out the six blocks for that one product only, all the way through.

Then watch two numbers over the following fortnight: how many questions came in about that product, and how many orders it took. After that, carry the same structure across to the next product. That is how a catalogue gets fixed, gradually — and every page you fix keeps working for you even when the advertising is switched off.