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How To Write Amazing Shopify Product Descriptions [5 Steps]

by Amelia Pahm
How To Write Amazing Shopify Product Descriptions In 5 Easy Steps - OneCommerce

In a world where online shopping has become a daily routine for 80% of Americans, the growth of global eCommerce sales has been staggering.

To drive sales to your eCommerce business, creating a compelling Shopify product description to tap into this immense potential is the key. These catchy pieces of copy have the potential to transform casual browsers into loyal web purchasers.

In this guide, we’ll explore what Shopify product description is and how you can implement product description strategies for your own e-commerce business.

Let’s dive in!

💡 Recommended reading:

What Is a Shopify Product Description?

A Shopify product description is a written copy that describes the features, benefits, and value of a product or service that is sold on Shopify stores.

Shopify product description is more than a mere blurb of text. It’s your brand’s spokesperson, a persuasive tool that informs, convinces, and delights potential customers.

By highlighting features, benefits, specifications, and usage instructions, a well-crafted product description can guide shoppers toward purchasing while enhancing their overall shopping experience.

How to Write Shopify Product Descriptions that Drive Sales

Let’s explore a step-by-step overview of how to write an irresistible Shopify product description. Along the way, uncover some valuable tips and methods to make your descriptions shine!

Step 1: Address your customer’s needs and desires

Understanding your ideal customer and tailoring your product descriptions to speak directly to them.

By considering their preferences, communication style, and what resonates with them, you can create compelling copy that connects with your target audience.

💡 For example, if you’re selling athletic shoes, your ideal customer might be someone who values comfort, performance, and style for athletic activities. Your Shopify product description could emphasize how your shoes provide:

  • Excellent cushioning for long runs
  • Advanced traction for different terrains
  • A sleek design that boosts confidence.

Step 2: Focus on benefits over features

Rather than solely listing product specifications, emphasize the benefits your product offers. This approach helps customers understand how your product can improve their lives, solve their problems, or fulfill their desires.

Statistics or data that support these benefits can be useful in establishing credibility and building trust.

💡 For example, let’s say you’re selling skincare products.

Instead of just mentioning its ingredients, highlight the benefits it provides. You could mention:

  • Reduces wrinkles by 30% based on a clinical study
  • Proven to improve skin hydration by 80% in customer reviews

Step 3: Captivate with a killer hook

The beginning of your product description is crucial for capturing the reader’s attention and encouraging them to continue reading.

Start with an eye-catching hook that resonates with your target audience and conveys the unique value of your product.

💡 For example, if you’re selling a productivity app, your hook could be:

Tired of feeling overwhelmed by your to-do list? Say goodbye to chaos and hello to ultimate productivity. With our revolutionary app, you can streamline your tasks, hyper-focus, and accomplish so much more in little-to-no time.”

This hook immediately addresses a pain point and presents your product as the solution.

Step 4: Declutter and optimize readability

Ensure your product descriptions are concise and easy to read.

  • Use formatting techniques like bullet points, paragraphs, and shorter sentences to improve readability.
  • Breaking up the information into scannable sections allows customers to quickly grasp the key points.
  • Mindful of your content placement. Users tend to scan web pages in an F-shaped pattern, focusing more on the left side of the page.

shopify free trial

Step 5: End with keywords

Incorporating relevant keywords in your product description can improve your search engine rankings and attract organic traffic. However, it’s important to keep a balance and prioritize the overall quality of your copy.

❗ Keep in mind, overusing keywords can make the description sound unnatural and may detract from the user experience.

Researching popular search terms related to your product can help you identify suitable keywords to include. Tools like Google Keyword Planner or other SEO apps can provide insights into keyword volume and competition.

7 Tips to Create Best-selling Shopify Product Description

In addition to the steps mentioned above, here are more methods to make your product descriptions stand out:

1. Shopify Magic

Millions of goods on Shopify don’t have proper descriptions, which makes it hard for potential customers to decide what to buy.

That’s where Shopify Magic comes in to help. As part of Shopify’s cutting-edge AI-powered shopping features, sellers can now get high-quality, convincing product descriptions in a matter of seconds.

To use generate your Shopify product description, look for the Shopify Magic icon in your product description dashboard.

Shopify Magic icon

Shopify Magic icon

The process is easy! Submit your product’s features and keywords, tone of voice, and special instructions (optional). Then, click Generate text and allow Shopify works its Magic!

On the page where you set up a product in your store’s admin, the description will be made for you instantly. This makes the complicated process a breeze for you.

Tips to Create Shopify Product Description - Shopify Magic

Shopify Magic – Shopify’s built-in AI product description generator

Thanks to Shopify’s AI-generated product descriptions, you can speed up the growth of your store and launch goods faster than ever before.

2. Copy.ai

In this section, let’s find out an alternative to generate product descriptions for Shopify using AI technology: Copy.ai!

Here are the steps:

Step 1: Input specifications and seed description

  • Start by providing detailed specifications about your product (key features, dimensions, and unique selling points).
  • Additionally, include a seed description as a starting point to guide the tool in generating suitable descriptions.

For example, you can input “A stylish and versatile backpack perfect for urban adventures.

Shopify product description - Copy.ai

Shopify product description – Copy.ai

Step 2: Generate descriptions

  • Click on the “Create” button. Within just 30 seconds, the product descriptions tool will generate multiple descriptions based on the specifications and seed descriptions you provided.

Step 3: Review and select descriptions

  • Check the generated descriptions for accuracy and engagement.
  • Choose descriptions that meet your requirements and preferences.

Step 4: Modify and customize

  • Customize the selected descriptions to match your brand identity and specific product details.
  • Make any necessary modifications to ensure accuracy and convey the unique benefits of your product.
Copy.ai modify and customize

Copy.ai modify and customize

Step 5: Save and organize

  • Simply click the heart icon (♡ ) next to the results to save to your folder. This way, you can keep track of the descriptions for future use and reference.
❗ It’s important to remember that the quality of the AI-generated descriptions won’t always be high quality. If the training data isn’t varied, the AI model might come up with bad descriptions.

3. Create a Shopify product description template

Develop a consistent and structured template that aligns with your brand voice and style. This ensures clarity and cohesiveness across your product descriptions.

Here’s a sample of an effective Shopify product description template:

[Product Description Template]

Headline: Introducing [Product Name] – [Catchy Phrase or Benefit]

Product Features:

  • [Feature 1]: [Description and Value]
  • [Feature 2]: [Description and Value]
  • [Feature 3]: [Description and Value]

Product Benefits:

  • [Benefit 1]: [Explanation and Impact]
  • [Benefit 2]: [Explanation and Impact]
  • [Benefit 3]: [Explanation and Impact]


Usage Instructions:

Call to Action: [Encourage the reader to take a specific action, such as “Shop now” or “Discover the difference“]

⭐ Here is a sample product description template for a StellarFit Pro:

Headline: Introducing StellarFit Pro – Unleash Your Fitness Potential

Product Features:

  • Advanced heart rate monitoring: Track your heart rate in real-time during workouts to optimize your training intensity.
  • GPS tracking: Explore new routes and monitor your distance, pace, and elevation with built-in GPS.
  • Waterproof design: With a waterproof rating of 5ATM, the StellarFit Pro can withstand sweat, rain, and even swimming sessions.

Product Benefits:

  • Boost your performance: The advanced heart rate monitoring feature helps you train more effectively by providing insights into your heart rate zones and maximizing your workouts.
  • Explore with confidence: GPS tracking enables you to discover new running or cycling routes while keeping tabs on essential stats like distance and pace.
  • Versatile and durable: With its waterproof design, the StellarFit Pro is ready to accompany you in any weather or activity, ensuring it can keep up with your active lifestyle.


  • Display: 1.3-inch OLED touchscreen
  • Battery life: Up to 7 days on a single charge
  • Compatibility: Works with iOS and Android smartphones

Usage Instructions:

  1. Charge your StellarFit Pro using the included USB cable.
  2. Download the StellarFit app from your app store and follow the setup instructions to pair your device.
  3. Put on the watch and adjust the strap for a comfortable fit.
  4. Tap the screen or use the side buttons to navigate through different features and menus.
  5. Refer to the user manual for more detailed instructions on specific functions and settings.

Call to Action: Step up your fitness game with the StellarFit Pro. Shop now and experience the ultimate training companion that will help you reach your goals faster than ever before.

By following a consistent and structured product description template, you can ensure that all your descriptions maintain a cohesive style, convey the necessary information, and resonate with your brand’s voice.

4. Adding a touch of storytelling

What you’re selling to your customers aren’t just the products, but experiences and memories that they get to enjoy with them. Share those experiences through engaging storytelling that resonates with each customer so that they’ll come back for more.

5. Incorporating interactive elements

Make your Shopify product descriptions more engaging by integrating interactive elements such as videos, 360-degree product views, or customer reviews.

shopify product description with interactive elements

Notably, a 360-degree product view enables customers to virtually rotate and examine the product from various angles, providing a more comprehensive understanding of its design, details, and craftsmanship.

6. Implementing SEO techniques

Optimize your product descriptions with relevant keywords, meta titles, and meta descriptions to improve search engine visibility and drive organic traffic to your store.

Our advice is to use a Shopify SEO app like Swift, you’ll get to enjoy its powerful SEO features powered by ChatGPT, helping your store rank higher on search engines with minimum effort.


Optimize your Shopify store SEO with Swift

7. A/B testing and analyzing results

A/B testing in writing product descriptions involves creating two or more versions of a product description and testing them against each other to determine which version performs better in terms of customer engagement, conversions, or other desired metrics. 

It allows businesses to experiment and gather data to make informed decisions about the effectiveness of different copywriting approaches.

For example, in an A/B test for a product description, one version may emphasize the product’s features and specifications, while the other version focuses on the product’s benefits and how it solves the customer’s problems.

 A compelling product description will always pay you back!

Investing time and effort into creating captivating Shopify product descriptions is a worthwhile endeavor.

Every word matters, and with the right blend of creativity and strategic thinking, your product descriptions can become powerful sales tools that drive your business forward and beyond.

Product Description FAQs

1. What makes a great product description?

A great product description is customer-centric, highlighting the benefits, solving problems, and using engaging language that resonates with your target audience.

2. How long should a product description be?

There is no fixed rule for the length of a product description. It’s best to keep in mind, that the copy should be concise yet comprehensive enough to provide the necessary information and entice customers to make a purchase.

3. Can I use the same product description across multiple platforms?

While it’s convenient to reuse product descriptions, it’s advisable to tailor them to each platform’s specific requirements and audience preferences. Customizing your descriptions can yield better results.

4. Can I use customer reviews in my product descriptions?

Yes, integrating customer reviews in your product descriptions can enhance credibility and build trust with potential buyers. Highlight positive reviews that emphasize specific benefits or address common concerns. However, ensure that you have proper permissions and follow any guidelines or policies related to the use of customer testimonials.

5. How often should I update my product descriptions?

It’s important to regularly review and update your product descriptions, especially when introducing new features or making improvements. Additionally, keep an eye on customer feedback and market trends to ensure your descriptions remain relevant and compelling.


For any e-commerce business, learning how to entice your customers with a selling Shopify product description is a game-changer.

By knowing your ideal buyer, emphasizing benefits, appealing to the imagination, and telling interesting stories, you can give your customers an unforgettable shopping experience.

Check out more articles on OneCommerce Blog for more useful tips and tricks!

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