How to increase marketplace sales with better product descriptions

In the crowded world of e-commerce, your product description can be the difference between making a sale or losing a customer. Especially on marketplaces like Amazon, Zalando, or CDON, where shoppers compare multiple options side by side, your product text needs to stand out.

A compelling description builds trust, improves visibility, and drives conversions. Here's how to craft better product descriptions that help increase your sales.

Know your audience – Write with purpose

Start by understanding who you're writing for. A great product description should address the needs, goals, or frustrations of your ideal customer. It’s not just about listing technical specs — it’s about showing why the product matters.

Think about what motivates your customers. Are they looking for quality, convenience, value, or style? Let that guide your tone and message.

Highlight benefits over features

While features tell what a product does, benefits explain why that matters.

For example:

• Feature: 500ml stainless steel water bottle
• Benefit: Keeps drinks cold for 24 hours, perfect for long workdays or gym sessions

Translate each key feature into a clear benefit that speaks to your customer’s lifestyle or problem.

Use bullet points for quick scanning

Most shoppers don’t read every word. They scan.

That’s why bullet points work so well on marketplaces - they make it easier for buyers to find the information they care about, fast.

Include things like:

• Materials or ingredients
• Sizes and dimensions
• Key benefits or use cases
• Warranty or care instructions

If you're using a platform like Sello, adding and formatting bullet points is quick and straightforward across multiple channels.

Product images matter - A Lot

Great images support your description and build credibility.

Keep these tips in mind:

• Use natural, well-lit photos
• Show multiple angles
• Include close-ups of key features
• Add lifestyle shots when possible

High-quality visuals make your listings more appealing and reduce the likelihood of returns.

Sell on multiple marketplaces to maximize reach

Listing products on several marketplaces increases visibility and helps you reach more potential buyers. It also builds familiarity - the more often someone sees your brand, the more likely they are to trust it.

Many marketplaces also promote listings through paid ads on platforms like Google or Instagram. If your product shows up in one of those, having a strong, consistent listing boosts your chances of converting.

Using a tool like Sello lets you manage listings, stock levels, and pricing across dozens of marketplaces from one place. That means less manual work - and more time for growing your business.

Build trust with customer reviews

Reviews are one of the biggest decision-making factors for online shoppers. They offer social proof and can greatly impact whether someone chooses your product.

Here’s how to increase and leverage reviews:

• Ask customers to leave a review after their purchase
• Respond to feedback to show engagement and care
• Deliver excellent service to encourage positive ratings

Don’t worry about the occasional negative review - how you respond is just as important as the review itself.

Final thoughts

Your product description is more than just a block of text -it’s a key part of your marketplace strategy. By writing with your customer in mind, focusing on benefits, and presenting your content clearly, you’ll improve the shopping experience and increase your chances of making a sale.

Combine great copy with quality visuals and multi-channel selling, and you’re well on your way to stronger marketplace performance.

Sara Pettersson, Marketing Specialist