Shopify Product Descriptions: A Guide to Writing Copy that Converts


Sara Miteva
March 17, 2023
9 min read
Shopify Product Description

As a Shopify store owner, you must stand out from your competitors and entice potential customers by showcasing your products effectively. 

What sets a successful Shopify store apart from others is not only the quality of the products but also the power of the words used to describe them. 

In this article, we will delve into the art and science of writing high-converting and captivating product descriptions that will give your customers an unforgettable shopping experience and, ultimately, turn them into loyal buyers. 

So, buckle up, and let's embark on this journey to mastering the art of persuasive Shopify product descriptions.

Why Does Writing Good Product Descriptions Matter?

Each company looking to draw customers and boost sales must create thorough, accurate product descriptions with a high level of semantic richness.

Customers have a lot of options in today's market, which makes it more crucial than ever for businesses to stand out and offer high-quality information that encourages informed purchasing decisions.

In addition to helping customers identify the proper products, effective product descriptions have a significant impact on business performance measures, including conversion rates, search ranking, and customer happiness.

Good product descriptions: 

  • Boost your conversion rates because they help customers visualize the product and align its features with their needs.
  • Improve search engine rankings and makes your products more discoverable.
  • Reduce return rates because the customer gets a realistic image of the product’s look and features.
  • Increase customer loyalty rates as customers get exactly what they expect due to clear and transparent product descriptions.

What Makes a Good Shopify Product Description?

To draw customers to your Shopify store, engage them with your brand, and convince them to make a buy, you must create an alluring product description. A high-quality product description should be well-planned and include particular features to highlight the product's worth and advantages to accomplish these goals. 

Now, we’ll list several elements that go into creating strong Shopify product descriptions.

  • Transparency and clarity. Avoid unclear phrases or jargon that could confuse your customers by using plain, succinct language. Provide answers to any potential queries a customer may have about sizing, composition, or usage instructions.
  • Unique Selling Propositon (USP). Give customers a compelling reason to choose your product by focusing on the characteristics or advantages that make it unique from competing products. These can include premium components, distinctive designs, or pricing differences.
  • Use emotions. It is easier to cultivate a sense of trust, loyalty, and interest in your product when you can emotionally connect with your clients. Use expressive language to arouse feelings like excitement, relaxation, or satisfaction.
  • Optimize for SEO. The description must contain keywords that will increase organic search traffic, leading to higher conversion rates. 
  • Use visual elements. When you add visuals to your product description, like photographs or videos, you can successfully highlight the benefits of the item and assist clients in picturing how it would fit into their life. Make sure the images are of a high caliber and accurately depict your product.
  • Add social proof. Good customer reviews can calm potential worries and provoke an emotional response that motivates potential customers to make a purchase.

Things To Look Out For When Writing Product Descriptions

It's crucial to keep a few things in mind while writing alluring product descriptions that educate potential buyers and increase sales. 

By concentrating on these components, you can improve the detail, factual accuracy, and semantic richness of your product descriptions, giving your audience a fascinating online purchasing experience. 

  • Understand your audience. Tailor your content to answer to their needs, questions, and preferences.
  • Highlight product benefits. Instead of focusing solely on features or specs, consider how it solves problems, saves time, or improves experiences.
  • Include real facts. By offering accurate information, technical details, and references to qualifications, honors, or endorsements, you can increase credibility and confidence.
  • Use simple words. Avoid using slang, buzzwords, or cliches because they could turn off potential customers or make your offering seem less valuable.
  • Don’t forget the CTA (Call-to-Action). This may include a request for them to add the item to their shopping cart, ask for further details, or take advantage of a temporary discount.

Using these crucial elements will allow you to create product descriptions that are comprehensive, factually correct, and semantically rich. This will attract potential customers, help you stand out from the competition, and promote subsequent sales.

How to Write Good Shopify Product Descriptions Using AI?

We can’t write an article about writing and don’t mention AI tools in 2023. So, in the following part, we’ll list the tools you can use and how to make the best out of them when writing product descriptions. 

AI Tools for Creating Shopify Product Descriptions

In recent years, several AI-driven technologies have been available that can help with writing product descriptions, optimizing them for search engines, and creating copy based on consumer preferences. Popular choices comprise:

1. GPT-3: The most sophisticated language model that can produce text that resembles human speech at the moment is OpenAI's Generative Pre-trained Transformer 3 (GPT-3). Giving the AI information about your goods will enable it to create precise and interesting product descriptions while adhering to the most effective SEO techniques.

2. Based on a few informational inputs regarding your products, the platform uses AI technology to provide imaginative and distinctive product descriptions. It provides various options and helps you optimize your material for higher search engine rankings.

3. is a state-of-the-art artificial intelligence solution powered by GPT-3. It is designed to generate highly accurate, human-like text to cater to various applications, including crafting product descriptions that not only engage and inform your audience but also rank highly in search engine results.

Steps to Write Shopify Product Descriptions using AI

Follow these steps to make the most out of these AI tools when writing product descriptions. 

  1. List the product details. Before you start using any tool, you should list all product details, features, and benefits. This will help you feed the algorithm with relevant and accurate information.
  2. Choose the AI tool you want to use. Choose the AI-powered product that best suits your requirements and price range. Take into account elements like usability, device compatibility, cost, and particular features.
  3. Write the prompt. Provide the AI tool of choice with the relevant product information. This could include the product's name, category, specifications, construction, benefits, and any other information that can aid the tool in producing an accurate and alluring description.
  4. Generate multiple versions. To generate a product description, follow the instructions provided by the AI tool. It's advantageous to produce numerous varieties so you may choose the one that's best for your store. Ask additional questions to get more specific and relevant answers. 
  5. Optimize the copy. Check the AI-generated descriptions for grammar mistakes, accurate keyword placement, and consistency with the voice of your brand. Make sure the writing is entertaining and sounds natural to a human reader.

Examples of Great Product Descriptions in Shopify

Finally, let’s see some examples of great Shopify product descriptions that will inspire you. 

The Oodie

The Oodie product description page

The Oodie is a sleepwear shop selling original pajamas and other sleep clothing. Besides their products, they also nail their product suggestions. 

What they did right: 

  • The important parts are bolded
  • The bundle products are explained in details
  • They highlight materials and how to clean them
  • Shipping info is also included

Verve Coffee

Verve Coffee is a Shopify store selling different coffee beans through different pricing models. Their shop is very original and consistent to their branding, and their product pages contain a lot of valuable information.

What they did right: 

  • Visualized features like roast and origins
  • High-quality product image
  • Emotional description that creates a perfect image of the flavors
  • Visualized brewing suggestions

Verve Coffee Product Page

Happy Skin Co

Happy Skin is a Shopify store that sells skin products, focusing on IPL hair removal and shaving. Their product pages are outstanding–containing all the necessary information a buyer needs, considering that these products are usually bought after thorough research. 

Happy Skin Co Product Description

Happy Skin Co Product Page

What they did right: 

  • CTA is very big 
  • Payment options are clearly stated
  • Ratings & reviews are also implemented
  • The copy is human and natural


Firebox is an online gift store with very unusual gifts and great branding and designs. Their product pages are clean and fun. Take a look at how they set them up. 

Firebox Product Page


Firebox Product Description

What they did right: 

  • Added reviews
  • Packaging, shipping, and payment info are included
  • High-quality product images
  • Bullet points of the key features for people who don’t have time to read all the copy


Crafting successful Shopify product descriptions requires a strategic approach that combines persuasive writing, thorough research, and an understanding of your target audience. 

By implementing the principles and techniques outlined in this guide, you can significantly enhance the effectiveness of your product copy, ultimately leading to improved conversion rates and boosted sales figures.

Remember, the key is to create descriptions that not only accurately represent the product but also evoke emotions that resonate with potential customers, urging them to make a purchase. 

Don't underestimate the power of storytelling, and always strive to establish trust and credibility by highlighting the benefits, addressing and resolving any concerns, and using social proof whenever possible.

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