Ecommerce Product Descriptions

The easy version of this job is writing one great description for the hero product. The hard version — and the one that actually matters at catalogue size — is writing description forty-two without it reading like description four with the colour changed. That’s a consistency problem as much as a writing one, and it’s the part that tends to fall apart at scale.

For a single product, maybe — a tool can generate a serviceable paragraph from a spec sheet in seconds. What’s harder to automate is judgement across a catalogue: deciding that this particular hoodie’s selling point is the weight of the fabric, not the colour range, while three SKUs over it’s the reverse. Or knowing which features actually matter to your specific customer versus which ones just sound impressive.

That’s a comparison call across the whole range, not a lookup on one product page — and it’s the part worth paying attention to, whatever tools end up in the process.

Single products get quoted individually. Full catalogues or seasonal drops get quoted as a batch, with a shared style sheet so tone, length and structure stay consistent from SKU one to SKU two hundred — sizing details in the same place every time, feature-to-benefit handled the same way, no description that reads like it had a different writer.

For anything beyond a handful of products, a spreadsheet works better than an email — product name, key specs, and whatever’s already written (even bad existing copy is useful as a starting reference) in one column each. A CSV or a shared sheet is genuinely the easiest way to hand over forty SKUs at once.

A product page and a category page aren’t doing the same work — one is selling this specific item, the other is helping someone choose between twelve similar ones. Worth flagging which you need when the brief goes in, since it changes the structure more than the tone.