Online stores · Organising your data
Preparing product data properly for an online store
An online store is only as good as its product information. Customers cannot touch a product. They decide based on images, names, descriptions, prices and technical details. Missing or contradictory information increases uncertainty and, with it, the number of enquiries.
This article works through the fields a product needs in a shop, who supplies the information and where common errors occur. It helps you prepare data for a successful import and straightforward maintenance later.
Product name, description, price and product code
The product name should reflect how customers search for the product. Internal abbreviations or supplier names belong in a separate field. A good name is clear, not too long and distinguishes similar products. Variants such as colour or size are usually options rather than part of the name.
The description explains benefits, uses and distinctive features. Copied manufacturer descriptions are common, but often appear word for word on many other websites. Original text that addresses your customers' questions is more helpful. A clear structure with a short introduction and bullet points for technical details makes reading easier on a smartphone.
Prices and product codes seem straightforward, but often cause errors. Clarify whether prices are entered inclusive of VAT, how promotional prices are managed and whether each variant receives its own product code. You or your accountant determine the tax treatment. Consistent product codes provide the foundation for later imports and integrations.
The structure of a product
Not every product needs every field. The following graphic distinguishes between required information that every product needs, optional information that supports sales, and system-dependent information whose availability depends on your chosen ecommerce system.
| Product field | Example | Responsibility · Requirement | Common source of errors |
|---|---|---|---|
| Name | 30-litre hiking rucksack | Business · Required | internal abbreviations instead of customer language |
| Description | Use, material, care | Business · Required | copied manufacturer text |
| Price | according to your price list | Business · Required | unclear whether tax is included |
| Product code | unique code for each variant | Business · Required | duplicate or missing codes |
| Category | Rucksacks, hiking | Shared · Required | inconsistent assignments |
| Variants | Colour, size | Business · Optional | missing images for individual variants |
| Weight | for shipping rules | Business · Depends on shipping | blank or estimated |
| Documents | Instructions, data sheet | Business · Optional | outdated versions |
Categories and variants
Categories help customers browse; filters help them search precisely. Both only work if assignments are consistent. Decide whether a product can appear in several categories and how deep the structure should go. Three levels are sufficient for most ranges. Shopify calls product groups collections, which can also be populated automatically using attributes.
Variants arise from options such as size, colour or material. Each combination can have its own product code, price, stock level and images. WooCommerce handles this through variable products, while Wix uses product options. The number of permitted options and combinations differs by system and must be checked before implementation.
Product images and image descriptions
Good product images show the entire product in consistent lighting against an uncluttered background. Additional images show details, scale or the product in use. Consistent aspect ratios give category pages a calm, orderly appearance. Establish early whether images already exist, will come from the manufacturer or need to be photographed, and whether you have the necessary usage rights.
Every image needs descriptive alternative text. This helps people using screen readers and gives search engines information about the content. In its image guidance, Google recommends descriptive filenames and alternative text. Alternative text describes what is visible, rather than simply repeating the product name.
Stock, weight, shipping and technical specifications
If the shop tracks stock, someone must keep it current. Clarify whether stock is managed in the shop, supplied by another system or should not be displayed at all. Incorrect stock levels lead to orders that cannot be fulfilled and disappointed customers.
Weight and dimensions are needed if shipping charges are calculated from them. Even if you currently use a flat rate, recording weights is worthwhile. This leaves the option of changing later. Bulky products or collection-only products need their own shipping information.
Technical specifications such as dimensions, power, material or compatibility belong in structured fields rather than body text. This allows them to be used as filters and displayed consistently. Downloads such as instructions or data sheets are attached as documents and checked regularly to ensure they remain current.
Search engine titles and descriptions
Each product page can have its own page title and search engine description. This information often appears in search results. It should name the product clearly and highlight a specific benefit. A template for each product group saves time, but should not result in identical text.
Structured product data can also inform search engines about price and availability. Google explains this in Product Structured Data. Many ecommerce systems generate this information automatically from product fields when they are complete. Nobody can guarantee a particular appearance in search results. For targeted work on visibility, see SEO.
If you would like to discuss adding your products, tell us about your range and the state of your data.
Send a non - binding enquiryDescriptions that answer questions
A good product description starts with the questions your sales team answers every day. What is the product suitable for, who is it not suitable for, how should it be cared for and what is included? Gather these questions before writing. They reveal which information is missing from the shop and which details leave customers uncertain about purchasing.
A consistent structure works well: a short opening with the main benefit, followed by bullet points on features, then details of care, package contents or compatibility. A standard structure makes similar products easier to compare and simplifies maintenance for your team. Repeated information, such as shipping guidance, is better placed on a central page than in every description.
Use consistent language: the same terms for the same things, a consistent way of addressing customers and clear units of measurement. If the shop becomes multilingual, consistent source text also makes translation easier.
Try entering a sample product
In the example below, you can add information about a fictional product and immediately see how its product card looks in the shop. This shows which fields matter most for a first impression. No data is stored or sent.
Data quality and spreadsheet imports
Many ecommerce systems allow products to be imported from a spreadsheet. WooCommerce explains this under Product CSV Importer and Exporter. Importing saves considerable manual work, but requires a clean spreadsheet: one row per product or variant, consistent column names, no merged cells and consistent spelling.
Before a large import, run a trial with a few products. This reveals whether variants are grouped correctly, images assigned properly and categories imported. Otherwise, spreadsheet errors multiply across the entire range.
Check the spreadsheet before importing
- Every variant has a unique product code
- Prices consistently include or exclude tax
- Category names use identical spelling
- Image names match the image files
- No required fields are blank
- Weights use a consistent unit
- Special characters and umlauts display correctly
- A test import with a few products has been completed
Responsibilities, approvals and later maintenance
Product data rarely comes from one place. Prices come from sales, weights from the warehouse and descriptions from marketing. Decide who supplies each field and who approves the data before import. Within a project, Widmer & Kunz handles integration according to the agreed scope. You remain responsible for the accuracy of the product information.
The work continues after launch: new products, price changes and sold-out items. A regular schedule for checking prices, stock and documents works well, for example at each change of season or after receiving a new supplier list. Allow time for this and decide who has editing rights in the shop. Shopify, for example, supports individual user permissions. Brief training in product maintenance is worthwhile, as described in How a store project works. How much does a professional online store cost in Switzerland? explains how data affects the work involved.
If you want to transfer an existing range, an online store review can first identify incomplete data. For a new shop, start with Online store creation.
Summary
- Product names should use your customers' language, not internal abbreviations.
- Unique product codes for each variant provide the foundation for imports and integrations.
- Images need consistent formats, confirmed usage rights and descriptive alternative text.
- Technical specifications belong in structured fields so they can serve as filters.
- A test import with a few products prevents errors across the whole range.
- Your business is responsible for approving the accuracy of the data.
Frequently asked questions
Can I use manufacturer descriptions?
Yes, provided you have the rights to do so. However, original text that answers your customers' questions is more helpful and distinguishes your shop from other sellers of the same product.
In what format should I supply product data?
A spreadsheet with one row per product or variant and clear column names is simplest. The exact format depends on the ecommerce system. We clarify this at the start of the project.
Do I need to enter weights if I charge a flat shipping rate?
Not necessarily, but it is recommended. Recording weights allows you to switch to weight-based shipping later without extensive rework.
Who writes alternative text for images?
This is agreed as part of the project. The important thing is that the text describes what is visible in the image. For large ranges, a consistent pattern for each product group is worthwhile.
How many products are added during the project?
We define this in the scope. Products are often added during the project, and you add further ones yourself after learning to use the admin area in training.
What happens if data is incorrect after import?
Small corrections can be made directly in the shop. If there are many errors, it is usually easier to correct the spreadsheet and import it again. An initial test import significantly reduces this risk.
Sources
- CollectionsShopify · checked on 2026 - 11 - 05
- Variable ProductsWooCommerce · checked on 2026 - 11 - 05
- Product CSV Importer and ExporterWooCommerce · checked on 2026 - 11 - 05
- Image SEO Best PracticesGoogle · checked on 2026 - 11 - 05
- Intro to Product Structured Data on GoogleGoogle · checked on 2026 - 11 - 05
- Store permissionsShopify · checked on 2026 - 11 - 05
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