How can the right product descriptions increase sales?
Good product descriptions are crucial to the success of products on Skroutz, as they help consumers instantly understand the features and benefits of the products they are considering.
According to a recent analysis of nearly 200,000 high-volume products (SKUs), adding descriptions led to significant improvements in key metrics such as product page views, Add-to-Cart rate, Marketplace sales, and Marketplace GMV.
To understand the magnitude of the impact, we compared the performance of these SKUs before and after adding descriptions, as well as with other products in the same categories over the same period. The results are impressive:
🎯 Products with rich descriptions saw an overall 5x increase in sales and 25x increase in turnover, compared to other products in their categories.
General Guidelines for Product Description by Partners
The description of the product sent by the store must be clear, accurate and detailed, including only information relating to the specific product and its characteristics. The aim is to provide the consumer with the information necessary to make an informed purchase decision.
🚫 Avoid the following in the description:
Promotional language: such as "The best product on the market!" "The best product in the market!" or "Unique offer!
"Best deal! References to prices, discounts, giveaways, links (URLs), warranty terms, or comparisons to other products.
Exaggerated or unverified statements: claims that cannot be substantiated.
✅ Building & Content Guidelines:
Use clear, understandable language with short sentences.
Structure content with bullet points or numbered lists for better reading.
Describe technical specifications such as dimensions, weight, materials, power, etc.
Highlight the benefits for the user: how the product solves a need or makes everyday life easier.
💬 Product descriptions submitted by stores may be edited or modified by the Skroutz content team to ensure the quality, consistency and coherence of the material on the platform.
📈 The more complete, targeted and well-written your descriptions are, the more likely they are to attract the attention and trust of consumers.
Structure & Formatting
A. Introduction (1-2 sentences)
Provide a brief overview of the product, stating its main advantage or purpose.
Example:
"XYZ Wireless Headphones offer high-quality sound with advanced noise cancellation, ideal for travel and work."
B. Key features (3-5 bullet points or short paragraphs)
Use the description to highlight the most important features of the product. Each feature should be accompanied by a corresponding benefit to the user.
Example:
- Noise Cancellation: Isolates external sounds for an optimal listening experience
- Long Battery Life: Enjoy up to 30 hours of continuous use
- Universal Compatibility: Works with iOS, Android and Windows devices
C. Technical Specifications
Provide details such as dimensions, weight, materials and power supply.
Example:
- Weight: 250g
- Battery life: Up to 30 hours.
- Charging Time: 2 hours (via USB-C).
D. Focus on the benefits
- Don't limit yourself to simply describing the product's features.
- Try to explain how the product will improve the customer's life.
- What problems does it solve?
- What need does it satisfy?
E. Use clear and concise language
- Avoid verbose descriptions and technical terminology.
- Use simple and understandable words.
- Divide the text into short paragraphs and use dots or numbering to emphasise key points.
- Use sentences that are easy to read.
F. Benefits combined with technical features
- Product: Portable Bluetooth speaker
- Benefit: "Enjoy your favorite music with rich and clear sound, wherever you are."
- Technical Feature: "Features two 10W speakers and Bluetooth 5.0 technology."
- Connector:
- Thanks to the two 10w speakers, it produces loud and crystal clear sound. In addition, with bluetooth 5.0 technology, you have a stable connection with your mobile phone up to 15 meters away.
Text Formatting Instructions
- Use bullet points for clarity
- Keep sentences short and direct
- Avoid capital letters (for example, "BETTER QUALITY!") and excessive punctuation (for example, "!!!")
- Use bold to emphasize important features
- Do not use HTML tags, as Skroutz does not support them
Poor Content Practices
- False claims or exaggerated benefits.
- Personal opinions, ratings or reviews (e.g. "Customers love it!").
- Comparisons to competitors (e.g. "Better than Brand X!").
- Unproven health claims (e.g. "It cures insomnia!").
- Avoid using overly technical terminology. Prefer simple and understandable language in your descriptions.
- Do not hide negative features or limitations of the product as transparency will help you build a trusting relationship with the user.
Example of Product Description per Category:
💻 Tech
Mobile Phones
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Smartphone XYZ - 6.5" Screen, 128GB, Triple AI Camera
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Specifications: Display: 6.5" Full HD+. Processor: Octa-core 2.2GHz. RAM: 6GB Storage: 128GB (expandable up to 1TB) Battery: 5000mAh with 25W fast charging Weight: 185g |
TVs
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Smart TV 4K UHD ABC 55" - Dolby Vision, HDR10+ & Android TV Live the cinema experience in your living room with the ABC 55" TV, combining stunning picture and smart features.
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Specifications: Screen Size: 55 " |
Wireless Headphones
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Ασύρματα Ακουστικά XYZ - Ακύρωση Θορύβου, Bluetooth 5.0, 30 Ώρες Αυτονομία Enjoy clear sound with the XYZ Wireless Headphones, equipped with advanced noise cancellation and Bluetooth 5.0 technology for a seamless listening experience. Designed for comfortable all-day use, they are ideal for travel, work and gaming.
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Specifications: Connectivity Type:Bluetooth 5.0. |
🛍️ Fashion, Beauty & Health
Women's SummerLine Dress - Midi, Airy, Floral Design
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The SummerLine dress is ideal for your summer outings, offering comfort and style with its modern floral pattern.
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Specifications: Length: midi (below the knee) |
Men's ClassicFit Polo - 100% Cotton, Dark Blue
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The classic polo that combines timeless style with comfort for every occasion.
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Specifications: Composition: 100% cotton |
GlowSerum Face Serum – Vitamin C & Hyaluronic Acid
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Enhance your skin's radiance with GlowSerum, which combines antioxidant protection with hydration.
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Specifications: Content: 30ml |
🧸 Kids-Babys
BabyMove 3-in-1 Stroller – With Carrycot, Car Seat & Stroller
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The BabyMove stroller system offers flexibility and safety for every stage of baby's development, from birth to their first steps.
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Specifications: Frame Weight: 9kg |
Wooden Baby Walker with Cubes – 2 in 1 Educational Toy
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Ideal for first steps and skill development through play.
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Specifications: Material: Natural wood |
🏡 Home & Garden
RelaxWood Folding Garden Chair – Wooden with Cushion & Adjustable Back
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The RelaxWood chair offers comfort and natural aesthetics, ideal for relaxing on a terrace, balcony or in the garden.
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Specifications: Material: Beech Wood |
🏃Sports & Outdoors
EcoMat Pro Yoga Mat – Non-Slip, 6mm, With Carrying Bag
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The EcoMat Pro mat offers stability and comfort in every exercise, ideal for yoga, pilates and stretching.
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Specifications: Material: TPE (Thermoplastic Elastomer) |
PowerStretch Pro Resistance Band – Medium, 1.2m, With Handles
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Ideal for strengthening, physiotherapy and exercises at home or in the gym.
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Specifications: Length: 1.2 meters |