What is a product sheet and how do you prepare one?
E-commerce
23 June 2025
In order to sell products successfully, online shop owners need to know how to present and advertise goods online. One of the mandatory elements in e-commerce has become the product card. What is it, what should it contain and why does it matter in sales?
Product sheet - what is it?
The product card is all that the customer will see when they click on an image of a particular item. It is a product page with pictures and a description. It has the function of both informing and encouraging the customer to buy. It should be as detailed as possible so that the customer knows exactly what product they are dealing with.
The card must include images - preferably of high quality and showing the goods from all sides with details. The description should address the parameters of the product, point out its features and how they can be used, and arouse in the customer the need to buy, but without creating long blocks of text.
A product card can look different, and this is mainly influenced by the type of goods. A product card for a baby food product will be structured completely differently from a technology product card for a software developer. Importantly, the product page plays an important role in the positioning of the merchandise and the online shop in search results.
What is the function of the product sheet?
The product specification sheet has several functions, but one of the most important is the informative one. When shopping online, the customer cannot get to know the goods in any other way - they cannot touch the material, assess the weight or size. product card. This is why the product sheet, and therefore its detail and complementarity, is so important.
The catalogue page also has a persuasive function. It must not only communicate what the product is, but also make the customer want to own it. This is achieved primarily through descriptions that arouse the user's desire to own. When the user is considering the purchase of an item, after reading a well-constructed description on the product card, he or she should immediately get rid of any doubts and proceed to payment.
The third function is that of product popularisation. It is closely related to SEO, i.e. the organic positioning of pages in search engines. Product descriptions should be created based on the results of research on the most popular key phrases. If you run your own online shop, it is worth inviting a copywriter to work with you to create briefs, based on which a copywriter will easily describe the product. A website that is well visible in search engines is of great importance in effective sales. 
What does a good product sheet need to contain?
Before creating descriptions or photos, you need to know exactly what the product sheet contains. Once you have written down all the mandatory elements, it will be easier to plan not only the content, but also the details that need to be included in the photographs.
It is imperative that you take into account what type of goods you are selling, as sometimes the scheme is partly imposed from above. For example, a product sheet for a medicinal product must contain specific content like a manufacturer's leaflet. Goods such as clothing or computer games, on the other hand, can be presented in a much more creative way.
The elements that a good product charter should contain are:
- Product name.
- The current price and, in the case of price reductions, also information on the lowest price of the goods in the last 30 days.
- Photos (preferably several) showing the goods from each side.
- Description of the product, including dimensions, description of the material, content or other characteristics of the model.
- Information such as, for example, the possibility of buying by instalments, the level of availability in stock, the option to search for a product in a stationary shop, the cost of shipping or the number of points that can be earned if the shop runs a loyalty programme for its customers, for example.
- A clear symbol for adding a product to the virtual shopping cart.
- CTA, which is to encourage the purchase of goods.
- Suggestions for similar or complementary products. For example, in the coffee machine card, coffee beans or decalcifying agent can be presented below.
In addition, user reviews play an important role in sales. It is worth giving customers the chance to write a few words about the products they have ordered. Do not opt for fake reviews, as an informed user will recognise them very quickly and will not come back to you in the future. Real reviews will be positive if the shop offers high-quality products and efficient customer service.
Product description - how to create it?
A mandatory element of a product data sheet is a detailed and catchy description. One of the most important features it must fulfil is uniqueness. Under no circumstances should you copy descriptions from other shops or even use schematic manufacturer descriptions pasted on many websites. Uniqueness of the text affects the positioning of the page and makes the product more likely to reach the customer.
When creating a description, it is important to remember to use specifics and avoid empty words. All product information must be truthful. When writing, it is best to use verified sources, i.e. data from the manufacturer. The most important information, i.e. what the product is and what it is used for, should appear at the very beginning. Later on in the text, further, increasingly detailed parameters can be given.
For all sorts of electronic and non-electronic devices, tables work well as an element of description. They contain information about, for example, specific technological data of a TV or laptop. Before creating a description, it is worth first considering what age group the target customer of the product is in. This will help you choose the right language to reach the consumer.
Apart from that, you need to present such product advantages in the description that will bring real benefits to the customer. You have to write what can be gained by purchasing the product. If you are describing a shampoo, explain what effect it has on the hair. Will they become shinier? Or will they become less brittle? The customer must feel that they need the product.
Storytelling, or storytelling, plays a very big role. It is not about long stories, but about short notes through which the user learns something about the product in an interesting form. For example, you can provide an interesting fact about the product or briefly describe the production process. A story, even a short one, is more appealing than mere facts. It is also worth remembering to divide the description into short sections so as not to create an overwhelming block of text. 
CTA in the product card - the basis for good sales
Product cards should include a CTA, or call to action. In Polish, this is called a call to action. A CTA means to directly address the user and encourage him or her directly to learn more about the product or even buy it. This piece should stand out and even call out to the customer: See!, Check!, Buy!, Don't hesitate any longer!
The CTA should also not be forgotten in the meta description, the part of the text visible to the search engine. The call-to-action should encourage the consumer to activate the product card as soon as he or she sees the link to the shop in his or her browser results. The CTA works very well for informing about promotions such as buy one polish and get another one free!
Product cards are not only those used to present specific items, but also services. If you are selling a language course, for example, your CTA could be "Get your first lesson for free!". Then, when the customer clicks on the subtitle, they should find themselves on a website that allows them to sign up for their first hour of language lessons. It is important that the CTA is clearly distinguished graphically and strikes the buyer's eye.
What role do good images play in a product sheet?
A product card in an online shop must necessarily include images. They should be well lit, clear and accurately present the details of the goods without colour distortion. Their role is very important, as they replace the customer's real contact with the goods. No product data sheet can describe the details in words as well as attractive pictures can. The quality of the images also affects the brand image and how consumers perceive it. The inclusion of photographs in an offer is essential to encourage buyers to purchase goods.
Every product data sheet on the internet has an impact on whether customers will make an order decision. The internet is full of competition, so simply adding an offer to a website is not enough. You need uniqueness, curiosity of the viewer and accurate specificity to achieve your goal.
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