What to Include on an Online Store Product Page

A product detail page is more than a set of attractive photos. It helps shoppers find the information they need before buying. Just as a video brief starts with its audience, channel, and key message, a product page should begin with the details shoppers need to make a decision.

Under Korea’s Act on Consumer Protection in Electronic Commerce, mail-order sellers must disclose their identity and key transaction terms. Before a contract is made, consumers must receive enough accurate information about the goods and terms to understand the purchase.(1) The Korea Fair Trade Commission’s product-information disclosure notice lists the required information for each product category.(2)

Start with required disclosures

Depending on the product category, the notice may require country of origin, manufacturer or importer details, certifications or permits, and after-sales service contact information. A 2023 revision clarified certification and permit disclosures and added category-specific guidance.(3) Do not leave required information blank with a generic “see product page” note. Provide the details that apply to the item in a clear, easy-to-find format.

Make exchange, return, and withdrawal terms available before purchase. Naver Smart Store’s help center links its seller guidance on withdrawal rights from the detail-page writing guide.(4) If those terms appear only at the bottom of a long image, shoppers may have trouble finding them on mobile.

What shoppers need to make a decision

• A clear sentence explaining what the product is and who it is for

• Accurate color, dimensions, weight, and package contents that match the photos

• How and where the product should be used, and any situations to avoid

• Care, storage, and installation instructions shoppers may need after purchase

• Shipping method, production time, and bundle details that match what your team can deliver

Keep claims specific and supportable. Avoid words like “best” or “only” unless you can substantiate them. Comparisons should identify both the subject and the basis for comparison.

A product page should make essential information easy to read before purchase; decoration comes second.

Check the requirements for each sales channel

Naver Smart Store’s help center recommends an image width of 860 px for product details and limits each image to 20 MB. Video uploads have separate count and length limits.(4) When a detail page exceeds 4,000 px in height, Smart Store displays the first 3,000 px and places the rest behind its “View full details” control.(4)

Keep the key message and required product information visible before shoppers need to expand the page. Text baked into one long image can be difficult to read on small screens and costly to update. Save an editable master and prepare versions for each channel, since display widths and requirements vary.

A simple top-to-bottom layout

Example: a linen shirt

Imagine you are listing a linen shirt. The product name is fictional. Start with a sentence that describes the item and how it is worn: “A long-sleeved linen shirt made for summer wear on its own.” Avoid unsupported claims such as “the best linen,” “one of a kind,” or “wrinkle-free.” If wrinkles remain after washing, say so.

Make the key specifications easy to find without expanding the page. The shirt comes in ivory and navy. The ivory shirt measures 52 cm across the chest, is 72 cm long, and weighs 180 g. One shirt is included. If orders ship the next business day, state that clearly and make sure the cutoff time matches your actual fulfillment schedule. Do not promise same-day delivery unless you can meet it.

The seller—not the designer—must supply verified product details. For example: material, 100% linen; country of origin, as verified; manufacturer or importer, with the correct business name and contact details; care instructions, matching the garment label; and an after-sales number that reaches your team. Check whether the category requires a certification or permit. Never invent a number that does not apply.

Write exchange and return terms in readable text, not only at the bottom of a long image. Label styled or editorial photos when needed. If a measurement photo conflicts with the stated 52 cm chest width, correct the photo; do not change an accurate measurement to match a misleading image.

When essential details are missing, customer questions have to fill the gaps. The next article covers product photography, followed by reviews and customer inquiries.

References

1. Korean Law Information Center, Act on Consumer Protection in Electronic Commerce, Article 13

2. Korean Law Information Center, Notice on Product Information Disclosure in Electronic Commerce

3. Korea Fair Trade Commission, product-information notice revision (republished by KDI)

4. Naver Smart Store Help Center, Writing Product Details