A product description has one job: remove every reason a buyer might hesitate. Good descriptions answer questions before they’re asked, build trust through specificity, and make the purchase decision feel obvious.
Here’s how to write product descriptions that convert, whether you’re selling on eBay, Vinted, Facebook Marketplace, or your own store.
Lead With the Most Important Information
Buyers scan descriptions quickly. Put critical details in the first two sentences:
- What it is (brand, model, category)
- Condition (new, like new, used, flaws)
- Key selling point (size, color, feature that makes it desirable)
Weak opening: “This is a great jacket that I bought a while ago and it’s really nice.”
Strong opening: “North Face women’s puffer jacket, size M, black, worn twice. No damage, smoke-free home.”
The strong version tells the buyer exactly what they’re looking at and whether it matches their need within five seconds.
Be Specific About Condition
Vague condition descriptions create doubt. Doubt kills sales. Use concrete language:
- Bad: “Good condition”
- Good: “Minor scuff on left heel, otherwise excellent”
- Bad: “Used but works fine”
- Good: “Fully functional, screen has two small scratches (see photo 3), battery holds charge for 8+ hours”
Honesty about flaws builds trust. Buyers appreciate transparency and are less likely to return items or leave negative reviews when flaws are disclosed upfront.
For secondhand items, include:
- Any damage, stains, scratches, or wear
- Whether item has been repaired or modified
- Smoke-free or pet-free home (if applicable)
- Original packaging or accessories included/not included
Answer the Buyer’s Unasked Questions
Buyers have predictable questions depending on category. Answer them proactively:
Clothing:
- Exact measurements (chest, waist, length) or fit notes (“fits true to size,” “runs small”)
- Material composition (100% cotton, polyester blend, etc.)
- Care instructions (machine washable, dry clean only)
- Why you’re selling (“too small,” “never wore it,” “wardrobe clear-out”)
Electronics:
- Model number and year of manufacture
- Functional status of all features (camera works, speakers work, Touch ID works, etc.)
- Battery health (if applicable)
- What’s included (charger, case, original box)
- Whether item is unlocked (for phones) or compatible with specific systems
Furniture:
- Exact dimensions (height, width, depth)
- Material (solid wood, MDF, metal frame, fabric type)
- Assembly status (flat-pack, already assembled, can be disassembled for transport)
- Collection requirements (ground floor, stairs, lift access)
Use Measurements, Not Subjective Descriptions
Objective data removes guesswork:
- Weak: “Large desk”
- Strong: “Desk: 150cm W × 75cm D × 73cm H”
- Weak: “Oversized sweater”
- Strong: “Sweater: chest 120cm, length 70cm (fits UK size 16-18)”
Measurements allow buyers to verify fit without asking questions. This speeds up the sale and reduces back-and-forth messaging.
Write in Simple, Scannable Format
Buyers skim descriptions on mobile devices. Use short paragraphs and bullet points:
Good structure:
Opening sentence with key details
Bullet list of features or specs
Condition notes
Delivery or collection details
Example:
IKEA Malm chest of drawers, white, 6 drawers, excellent condition.
Dimensions:
– 80cm W × 48cm D × 123cm H
Condition:
– No scratches or damage
– All drawers slide smoothly
– Assembled and ready to collect
Collection only from North London (N7). Ground floor, easy access.
This format delivers all critical information in under 10 seconds of reading.
Include Keywords Buyers Actually Search
Platform search algorithms match buyer queries to listing text. Use terms people actually type:
- Brand names: “Nike Air Max,” “Samsung Galaxy,” “IKEA Kallax”
- Model numbers: “iPhone 13 Pro,” “PS5 Digital Edition,” “MacBook Pro M1”
- Size descriptors: “UK size 10,” “large,” “queen size,” “32-inch”
- Condition keywords: “brand new,” “like new,” “vintage,” “refurbished”
- Color: “black,” “navy blue,” “oak wood”
Avoid keyword stuffing. Use natural language that includes these terms organically.
Set Clear Expectations on Delivery or Collection
Uncertainty about logistics creates friction. Be explicit:
For local pickup:
- Exact location or postcode area
- Access details (stairs, lift, parking availability)
- When buyer can collect (evenings only, weekends, flexible)
For shipping:
- Who pays shipping (buyer or included in price)
- Estimated shipping cost if not calculated automatically
- Dispatch time (ships within 24 hours, ships within 3 days)
- Tracking provided or not
Example: “Collection only from central Manchester (M1). Fourth floor with lift access. Available evenings after 6pm or weekends.”
Build Trust With Context
Explain why you’re selling. This removes suspicion about whether the item is faulty or stolen:
- “Upgrading to a larger size”
- “Moving house, downsizing furniture”
- “Received as gift, never used”
- “Switched to iPhone, no longer need Android accessories”
This small detail humanizes the transaction and increases buyer confidence.
Avoid These Common Mistakes
Don’t use all caps or excessive punctuation. “AMAZING DEAL!!!” looks spammy and reduces perceived legitimacy.
Don’t oversell with empty adjectives. “Beautiful,” “stunning,” “perfect” add no information. Buyers care about facts, not hype.
Don’t leave out negatives. If there’s a flaw, disclose it. Buyers will find it anyway, and undisclosed damage leads to returns and disputes.
Don’t write essays. Descriptions over 150 words rarely get read in full. If you need more space, use bullet points.
Don’t forget to proofread. Typos and grammatical errors reduce perceived trustworthiness, especially for higher-value items.
Platform-Specific Adjustments
Different platforms require slight adjustments:
eBay: Buyers expect detailed specs. Include model numbers, serial numbers (if safe to share), and compatibility info. Use eBay’s item specifics fields (brand, size, condition) in addition to description text.
Vinted: Buyers care about fit and condition. Include measurements, brand sizing notes (“runs small”), and close-up photos of any wear. Keep descriptions concise—most Vinted buyers are mobile-first.
Facebook Marketplace: Buyers want fast answers. Lead with price, condition, and collection location. Expect questions regardless of description quality due to platform’s casual nature.
Etsy: Buyers expect storytelling. Include materials used, creation process, and care instructions. Etsy buyers value handmade context and artisan background.
Test and Iterate
If an item isn’t selling:
- Add more photos (especially detail shots of condition)
- Include exact measurements if missing
- Lower price by 10%–15% to test if price is the barrier
- Rewrite opening sentence to lead with strongest selling point
- Check similar sold listings to see what language successful sellers use
Most listing platforms allow free edits. Update descriptions based on buyer questions—if three people ask the same question, add the answer to your description.
Summary
Good product descriptions lead with critical details, answer predictable buyer questions, use specific measurements instead of vague adjectives, and set clear expectations on delivery or collection. Remove every reason to hesitate by disclosing flaws honestly and providing all information needed to make a confident purchase decision.
A strong description reduces time-to-sale by eliminating back-and-forth questions and builds buyer trust through transparency and specificity.