A product description is a decision-support document
The job of a product description is to help a buyer make a correct decision. “Correct” means they buy when it fits and they don’t buy when it won’t. That sounds counterintuitive until you deal with refunds, negative reviews, and chargebacks.
Descriptions that chase persuasion at all costs often increase returns. The best descriptions are clear, specific, and structured for scanning.
Start with the 3 buyer questions you must answer
Question 1: What is it, exactly? (category, format, what’s included).
Question 2: Will it work for me? (use cases, sizing/fit, compatibility, constraints).
Question 3: What will it feel like to use/own? (materials, weight, care, durability, expectations).
If your description doesn’t answer these, customers will try to infer the answers from photos. That’s where misunderstandings begin.
The structure that works for most Shopify product pages
Start with a short “what it is + who it’s for” paragraph. Then add a scannable set of bullets: key benefits, key specs, what’s included. Follow with details that prevent returns: sizing/fit, materials, care instructions, and limitations.
If the product has common objections (size runs small, requires a specific device, not waterproof), state them plainly. Clear limitations reduce support tickets and protect your review profile.
Write benefits with proof, not adjectives
“High quality” is not a benefit. It’s a claim with no evidence. Replace adjectives with specifics: material, thickness, stitch count, weight, testing standard, warranty, or the practical outcome the buyer experiences.
A good rule: if a sentence could describe almost any product, delete it. “Premium,” “luxury,” “game-changing,” and similar words don’t help decision-making.
Specs that matter (and how to choose them)
Specs reduce uncertainty. But dumping every spec can backfire if buyers can’t interpret them. Choose specs that map to outcomes: dimensions that affect fit, weight that affects comfort, ingredients that affect allergies, compatibility that affects setup.
For apparel: include garment measurements, fabric composition, and care. For electronics: include compatibility, power requirements, and what’s in the box. For consumables: include ingredients, servings, and storage.
Descriptions can reduce returns if you target “mismatch”
Returns usually come from mismatch: the buyer expected a different size, color, feel, or function. Your description can reduce mismatch by being explicit about the product boundaries.
Add “who it’s not for” or “not recommended if…” when appropriate. It can feel risky, but it often improves conversion quality and lowers refund costs.
SEO: write for humans, then make it easy for search engines to parse
SEO on product pages is mostly about clarity and structure. Use plain language headings (“Materials”, “Sizing”, “Compatibility”). Include the product type in the first paragraph naturally.
Avoid stuffing a keyword list into the description. Search engines reward pages that satisfy intent and reduce pogo-sticking. The strongest “SEO” signal is buyers staying, reading, and purchasing.
A practical checklist for reviewing a product page
Can a buyer understand what’s included without scrolling?
Are sizing/fit and care instructions clear enough to reduce returns?
Are compatibility constraints obvious before checkout?
Does the description match the photos and the ad promise?
Is the most important information scannable (bullets), with details available below?
Use a generator to draft, then edit with real product knowledge
Generators are helpful for creating a first draft structure and phrasing. The mistake is publishing unedited text that lacks your product-specific truth.
If you want a fast first draft you can refine, use the Shopify Product Description Generator tool. Then edit for accuracy: materials, care, measurements, compatibility, and limitations are where the value lives.