Product Page in e-Commerce: 9 Stores That Do It Brilliantly

The product page is one of the most important places in an online store. It is right there that the customer makes the decision: “I’m buying” or “I’m closing the tab.” Despite this, many e-Commerce businesses still treat this subpage carelessly, as just one of many, and don’t pay much attention to its UX (User Experience). Unfortunately, this results in a high bounce rate and, even worse, low sales. So, what should a product page look like to sell effectively? What information should it include? How should it present the product?

Why is the product page so important?

There are at least a few reasons. First of all, the product page is most often the first point of contact with the offer. Yes! Not the homepage, not the category page – but the PRODUCT PAGE. You might think, “Wait, how come?” But think back to your ad campaigns. Where do your product ads lead to? Where does the link from Google take the user after they type in a specific product name? Where does the URL in your social media post direct people? What link do you most often send to a friend so they can buy the same shaver that works so great for you? To the product page. And since it’s the first place someone encounters your offer, it should make a good first impression.

Secondly, as we’ve already mentioned, the product page is the place where the purchase decision is made. This is where the user reviews all the available information and decides: “I’m adding the product to the cart,” or “No, I’ll keep looking.” The key is to provide them with the information they need – and to do it in a way that convinces them to buy.

Thirdly, a well-designed product page can increase conversions without the need to spend hundreds of thousands of Euros on ads to drive traffic. An intuitive layout and proper product presentation can work wonders. Seriously! Don’t believe it? We’ll prove it to you in the rest of this article.

And fourthly, even minor tweaks to the product page can have a massive impact on sales. Zalora, a fashion brand from Asia, increased its purchase completion rate by 13.3% by simply changing how it presented information about free returns on the product page. Ben, a Dutch telecom, changed the placement of the color selection for a device and increased its conversion by 17.63%. As you can see, small changes on the product page can genuinely make a big difference.

What Should a Good Product Page Include?

We won’t draw you the perfect product page design here – one you could simply copy 1:1 for your own store and immediately start breaking sales records. Unfortunately, a universal product page doesn’t exist. And maybe that’s a good thing… because let’s face it, the world (and shopping) would be boring if all online stores looked the same.

In every industry, region, and company, different things will work. An e-Commerce store selling industrial machine parts will look very different from a shop with baby clothes. Each of them might also look slightly different in Poland, Germany, or Paraguay. And this isn’t just the whim of a business owner or designer. Each industry has somewhat different needs and sales characteristics. In every region, customers are a bit different – they have different preferences, different expectations, and often a completely different taste. And that’s perfectly fine.

However, there are certain elements that absolutely must be present on a product page. How you present them and where you place them can vary, but without them, your product page won’t stand a chance of succeeding.

Product Page Must-Haves in e-Commerce:

High-Quality Images

This is non-negotiable. When shopping online, customers want to know precisely what they’re adding to their cart. And images are the best way to make that possible. But there’s a catch – these can’t be just any images. A pixelated picture, a single product rendering, or just one front-facing shot won’t cut it. The customer requires significantly more information to make an informed purchase decision. That’s why your product page should feature high-quality images, ideally showing the product from multiple angles. It’s also worth including lifestyle photos, which present the product in a more realistic environment than a plain white background. Of course, the type of images you should include depends on the product itself. If you’re selling screws, there’s no need for “atmospheric” photos – in this case, technical drawings showing exact dimensions will be more useful. And remember, the images on your page shouldn’t be too small. Customers must be able to see the details. It’s therefore a good idea to add a zoom feature that allows them to enlarge the image or a specific part of it. We also can’t forget about video. In particular industries (like fashion or home appliances), a video showing the product from different sides can be extremely helpful to the customer.

Product Description

Images alone aren’t enough to convince a user to make a purchase. A solid product description is also necessary – one that is clear, presents the benefits of buying and using the product, and matches your brand’s tone of voice. Why is the description so important? Because that’s where customers look for product information. Based on it, they decide whether the item meets their needs or not.

There’s one more reason why the description is one of the most essential elements of a product page – and that’s SEO. Yes, a unique, comprehensive description containing the right keywords can help your page rank high in Google search results, increasing the chances that a potential customer will choose your offer over others.

Product Variants

You know the feeling? You’re shopping online, you find a product that fits your needs, you’d like to buy it – just in a different color – and… you have to browse through 1,000 other products in the same category just to find the one in the right color. This scenario doesn’t have to happen in your online store – and honestly, it shouldn’t, especially when there’s a simple solution: product variants. This store feature enables users to switch between the available options of a product easily. Selling T-shirts? Your customer can choose from different colors on a single product page. Selling perfumes? The user can toggle between bottle sizes to see their prices and how each version looks. It’s a convenient function that makes life easier for customers. Let’s be honest: today’s consumer is not patient. If they have to waste time tediously searching for another version of the same item, they’ll likely abandon their cart and head over to a competitor who provides a better user experience. And that’s the last thing you want.

Visible and Clear CTAs

This one’s a no-brainer. For a customer to buy a product from you, you need to prompt them to act. That’s exactly what the buttons on a product page are for. Every online store has a button that leads to the next step of the purchasing process. But not every button converts equally well. And it’s not just about the design – although that matters too – it’s also about the text on the button. The button on your product page should be clear and unambiguous about what happens when you click it. For example, “Buy now” might not be the best CTA if the next step in your funnel is the shopping cart, not the payment process. In that case, a simple “Add to cart” button will work better. That said, there are stores where one-click checkout makes sense. Amazon, for instance, offers a “Buy now” CTA as an additional option for users who want to make a quick purchase of a single item. After clicking “Buy now,” the user goes straight to selecting a payment method. What works for one store might not work for another. That’s why it’s worth… running tests. However, don’t get too creative with your product page call-to-actions. Remember, this page is meant to make decision-making easy, not confuse the user.

Shipping and Returns Information

This is another essential piece of information that should be included on the product page. Why? There’s a big difference between buying a product with 2-day delivery and one that takes 2 weeks to arrive. The customer might simply be in a hurry. They may also want to know roughly when their order will arrive to ensure they’re home, not on vacation in the Bahamas. Of course, we understand that you can’t always predict with 100% certainty when a product will arrive, especially since at this stage you don’t yet know where it will be shipped. However, you can inform the user about when the product will be shipped (e.g., “ships within 24h”) or give an estimated delivery window with some margin for error (e.g., “delivery in 3-7 days”). This is especially important if your products are made to order, tailored to individual customers – a common scenario in the furniture industry. Waiting 2-3 weeks for a sofa is reasonable if it needs to be produced and upholstered with the customer’s chosen fabric. That takes time. Therefore, it’s a good idea to inform the user upfront on the product page that this item may require a longer wait. This way, they won’t get impatient and start calling your customer service department.

And most importantly, make sure this information is accurate. Don’t say “ships within 24h” just because it looks good from a marketing perspective if you know your warehouse can’t meet that promise. That kind of trick will only frustrate the customer.

The same applies to returns. If you have a special return policy (different from the legally required one), highlight it on the product page. A label like “Free returns within 30 days” under the product price might convince those users who are still undecided. It’s a clever way to boost your online store’s conversion rate.

Customer Reviews and Ratings

This is another key element of the product page. Why? According to the report “E-Commerce in Poland 2024” by Gemius, 41% of internet users consider reviews a factor influencing the credibility of a store. A 2024 study by the Institute for Opinion Monitoring reveals that 84% of respondents believe online reviews when shopping online. As you can see, reviews influence purchase decisions, so it’s worth using them to your advantage. Of course, you need to stay compliant with applicable legal regulations, such as the Omnibus Directive, which introduces certain disclosure obligations to help prevent review manipulation. Still, a review section on the product page can be extremely valuable. It’s the positive opinions of other customers that can convince hesitant users to go through with a purchase. By including reviews on your product page, you gain trust and increase sales. And that, after all, is the name of the game in the e-Commerce business.

Cross-Selling: Similar or Matching Products

Remember your last visit to an offline store? There’s a good chance that, at the checkout, someone offered you an extra item as part of a special deal. Empik does it, Smyk does it, and so does every major drugstore. That’s classic cross-selling, aimed at increasing the total receipt value (in other words, more sales). Big brands use it every day, and for good reason: it works. And it can also work in your online store. The best part? There are dedicated tools and plugins that automate the process. You can easily add a recommended products section to your product page, making life easier for your customers and boosting your sales at the same time. How exactly? Imagine you’re selling cosmetics. A customer wants to buy shampoo and lands on the relevant product page. There, along with the shampoo, they also see a suggestion to buy a conditioner, hair mask, and heat protection spray from the same product line. There’s a good chance they’ll think, “Oh! I’m almost out of conditioner,” or “Actually, I don’t have any heat protection.” As you can imagine, they’ll likely add those items to the cart too. And just like that, instead of selling one shampoo, you’ve sold a set: shampoo + conditioner + heat protection. If they hadn’t seen that related products section, they might have forgotten they were running low and only bought the one thing they came for. Cross-selling works, which is why this section is a must-have on your product page.

Responsiveness and Simplicity on Mobile

We don’t need to remind anyone that this is probably the twelfth year in a row we’re “celebrating the Year of Mobile.” 😂 But there’s a reason experts keep emphasizing the importance of mobile devices in business – we use smartphones more and more. We no longer just call and text with them; we take photos, plan schedules, make bank transfers, and… shop online. According to the report “E-Commerce in Poland 2024”, as many as 75% of internet users use a smartphone to shop online. Interestingly, only 64% use a laptop. A fast, well-designed mobile version of your store is crucial, especially when it comes to the product page. That’s where customers look for product information. If the images don’t display correctly on mobile, if the “Add to Cart” button is in some weird, thumb-unfriendly spot, or if the product variants don’t work, you can forget about conversions. The user won’t patiently battle through the frustrations. Nope, they’ll flee to your competition, and you’ll miss out on a potential sale. So make sure your product page is fully responsive on mobile, intuitive and straightforward, and offers easy access to all information needed to make a purchase decision.

9 Stores That Do It Brilliantly (and What You Can Learn from Them)

Now that you know what a great product page should include, it’s time to see how it looks in practice. And is there a better, low-cost way to test what works than to peek at how others are doing it? Let’s take a look at how product pages are designed in some popular online stores.

Answear.com – Fashion, Images, and Emotion

Answear is one of the leading players in Polish fashion e-Commerce, and it clearly shows in their online store. The product page at Answear.com is a textbook example of how to leverage visuals and emotion to increase the likelihood of purchase. What are they doing right?

1. High-Quality Photos + Video
   Let’s start with the images – after all, this is one of the most important (if not the most important) elements of a product page. At Answear, every item (e.g., jacket, dress, or shoes) features a dozen or more shots – photos taken from different angles, close-ups of fabric texture, and presentations of the item on a model in various poses. Additionally, for many products, a short video is available showing the model wearing the clothing in a studio setting. This allows the user to better “feel” the product before it ever lands in their wardrobe.

2. Usage Context
   Answear fully understands that clothing isn’t just about items – it’s about lifestyle. That’s why their photos and videos aren’t neutral. They’re fashion-forward, dynamic, full of movement, and often styled like lifestyle campaigns. The user doesn’t just see the product – they see themselves wearing it. And that taps into emotion, which, as you know, plays a huge role in purchasing decisions.

3. Clarity and Detailed Information
   On the Answear product page, under the visuals, you’ll find displayed color variants, a size guide, and fit suggestions. There’s also information about current promotions, delivery times, and return policies, providing a comprehensive set of data that customers need to make an informed purchasing decision.

What Can You Learn from Answear?

• Don’t skimp on images – show the product the way the user will actually use it.
• Use video – even 10-20 seconds can increase engagement.
• Build emotion through visuals – styling and context work.
• Provide complete information – a customer who knows the product details is more likely to make a purchase.

X-Kom.pl – Technical Specs and Logic

X-Kom is one of the most popular electronics retailers in Poland. Their product page is an excellent example of how logically structured information and maximum clarity can help customers make purchase decisions more quickly, especially in an industry where every specification counts.

1. Technical Specifications in a Clear Format
   A customer buying electronics needs specifics. And that’s precisely what they get on X-Kom’s product page. Right below the product name, there’s a concise summary of key parameters – for example, for a laptop: processor, RAM, storage, graphics card. If the customer requires more details, they can find a comprehensive and well-prepared technical specification section below, organized into categories – no unnecessary marketing fluff – just facts.

2. UX for the Informed User
   X-Kom knows their typical customer is often comparing several similar products. That’s why their product page includes features like comparison with other models, a “Save to List” option, and a straightforward (and visible) “Add to Cart” CTA button. What’s important is that the page is free from clutter. The navigation is logical, every piece of information has its place, and the visual design is clean and not overwhelming.

3. Trust and Security
   A key feature that sets X-Kom apart from the competition is the visibility of information about product availability (both online and in physical stores), estimated delivery times, and installment payment options (including the starting monthly payment). Altogether, this builds a sense of trust and control over the purchase, exactly what a savvy e-Commerce customer expects.

What Can You Learn from X-Kom?

• Organize technical data – ideally in tables or lists.
• Avoid distractions – focus on clear facts, not excessive promotional content.
• Display availability, shipping time, and payment options – it builds trust.
• If you’re selling products that are typically compared, make the comparison process easy and straightforward.

MinisterstwoDobregoMydla.pl – Craftsmanship, Style, and Consistency

Ministerstwo Dobrego Mydła is a brand that has been proving for years that a handcrafted approach, consistent communication style, and honesty can build a strong e-Commerce presence. Their product page is a perfect example of how you don’t need a million features to sell effectively online. It’s enough for everything to be in its proper place – aesthetic, natural, and unpretentious.

1. Professional Yet Natural Photos
   On the product pages at Ministerstwo Dobrego Mydła, you’ll find visually polished photos that, despite their high quality, don’t feel artificial or sterile. Instead of white backgrounds, you get stone, linen, and glass. Instead of perfect symmetry, you get a handcrafted feel. The result? The user perceives authenticity – seeing the product in a natural, brand-consistent setting, not a 3D showroom. This is thanks to a perfectly balanced aesthetic that blends craftsmanship with a premium look.

2. Minimalism That Works
   The entire layout of MDM’s product page is a showcase of minimalism that doesn’t bore. Every element is precisely where you expect it: description, price, ingredients, product properties, availability info, CTA. There are no loud banners, no pop-ups, no marketing gimmicks. Instead, there’s a truthful presentation of the product and a thoughtful brand voice that says: “Hey, we know quality matters to you- it matters to us too.”

3. Descriptions That Work
   It’s also worth noting the product descriptions at Ministerstwo Dobrego Mydła. They’re written in the brand’s voice – lightly poetic, yet grounded. Each product tells a story. The ingredients are described with passion and care, and the user gets the sense they’re reading a sincere account of a genuine product, not just marketing fluff. This builds trust and loyalty.

What Can You Learn from Ministerstwo Dobrego Mydła?

• You don’t need 20 photos – sometimes three natural ones are enough.
• Less is more – if your brand is based on authenticity, don’t overdo it – stay true to yourself.
• Write for people, not algorithms – your brand voice is your advantage.
• Your visual style, copy, and UX must form a cohesive whole – only then will users feel truly “at home.”

IKEA.pl – Inspiration and Offline Integration

IKEA has long been recognized for its ability to integrate online and offline sales seamlessly. Their product page is an excellent example of how to combine inspirational presentation with a practical, functional shopping approach. It’s also one of the best-integrated product pages in terms of omnichannel experience.

1. Images in Context, Not in a Vacuum
   IKEA products are always shown in natural surroundings: a sofa in a living room, a wardrobe in a bedroom, a desk in a teenager’s room. Thanks to this, the customer isn’t looking at a dry object on a white background – they’re seeing the product in action and can immediately imagine how it would look in their own home. That’s no accident. IKEA treats product photography as an inspirational tool – and does it exceptionally well.

2. Helpful Extras and Space Planning
   Many IKEA product pages also include technical illustrations (e.g., drawings with dimensions), as well as materials used, tips on which items pair well together, and even an AR (Augmented Reality) arrangement tool. This works exceptionally well for kitchens or wardrobes – users get a ready-made interior design recipe, without having to click through dozens of separate products.

3. Online and Offline Consistency
   IKEA strongly emphasizes the integration of its sales channels. On the product page, users can check the availability of the selected variant in a specific physical store, reserve it, or add it to a shopping list for later use. It’s a convenient solution for people who want to see a product in person before making a purchase. This type of channel integration serves as a model for any store that combines physical and online sales.

What Can You Learn from IKEA?

• Show the product in use – let customers see how they’ll interact with it.
• Include technical drawings and support materials, which are essential in the technical, home, or DIY sectors.
• If you have physical stores, show product availability in-store directly on the product page.
• Inspiration and practicality combine to deliver a truly effective result.

YourKaya.pl – Intimacy, Education, Trust

Your KAYA is a brand that has established a strong presence in the intimate hygiene and body care market. Their product page doesn’t just sell – it builds trust, educates, and normalizes conversations about topics that are still taboo for many. It’s a prime example of e-Commerce that understands UX is about more than just a pretty “Buy Now” button.

1. Language That’s Direct – But Empathetic
   One of the first things you’ll notice on your KAYA’s product page is the tone of communication. This isn’t marketing jargon – it’s human, simple, and supportive. The product descriptions are thorough but not overwhelming. The brand understands that its users may have questions, concerns, or simply need clear, non-judgmental information. The product page delivers straightforward yet sensitive information.

2. Education at the Core
   The product page includes more than just descriptions of how the item works or its contents. You’ll also find educational sections, such as how to choose the right menstrual cup size, how two serums differ, or how to use a specific cosmetic safely. All of this is presented in a friendly, visually organized, and helpful way, without sales pressure. This is UX that convinces through knowledge, not through flashy deals.

3. Trust Through Transparency
   Your KAYA places a strong emphasis on transparency. On the product page, customers can find information about ingredients (including the INCI list and descriptions of key ingredients), origin and certifications, return and delivery policies, and user reviews – often very personal and honest. This kind of openness builds trust, which is crucial in this product category. The customer knows they’re not buying a “nicely packaged cream,” but a safe and functional product that’s designed to work.

 What Can You Learn from Your KAYA?

• Don’t be afraid to speak in a human voice – UX is also about copywriting.
• If your product relates to health or the body, provide clear and concise education and explanations.
• Show ingredients, certifications, and how the product works – transparency sells.
• Create a safe and trusting atmosphere, especially in sensitive product categories.

Risk Made in Warsaw – Details, Emotion, Identity

Risk Made in Warsaw is a fashion brand that has long stood out not only for its products but also for its consistent and distinctive communication style. Their product page is a true story about the clothing – who it’s for, what makes it special, and… how the wearer might feel in it. This is e-Commerce with personality.

1. Photos That Have Style
   The product page at Risk Made in Warsaw isn’t a catalog – it’s a mini lookbook. In addition to standard product images, you’ll find styled photos with atmosphere, often taken in natural light and real-life settings, such as the streets of Warsaw, cafés, and staircases. There’s no artificial shine – there’s real life and urban energy. As a result, the user doesn’t just see the cut of a garment; they feel its mood. It’s emotionally resonant, and fashion (and shopping) is all about emotion. 😀

2. Descriptions That Say More Than “Composition: Cotton”
   Product descriptions are one of the strongest aspects of Risk Made in Warsaw’s site. They’re long, literary, sometimes playful, sometimes deeply personal – but always consistent with the brand’s character. They don’t just inform you what the pants are made of – they tell you how you’ll feel in them, where you might wear them, and what they say about you. For the customer, it’s more than a product – it’s a piece of identity.

3. A Stylish Page for Those Who Don’t Like to Rush
   The product page at Risk Made in Warsaw isn’t optimized for quick checkouts. But that’s not the point. This is a space that invites the user to slow down – to read the description, browse the images, and “spend a moment with the product.” For customers who buy clothing as a form of self-expression, this is a definite plus. While not every bit of information is visible at first glance, everything necessary to make a purchase is there, as long as you’re open to a more relaxed browsing experience. It’s UX in the brand’s spirit – designed for those who want to truly experience the product before clicking “add to cart.”

What Can You Learn from Risk Made in Warsaw?

• If your brand has a personality, let it shine through on your product page as well.
• Not everything needs to be minimalist – sometimes a longer description works better than a single line of text.
• UX doesn’t always have to be lightning-fast – for some customers, a slower pace and experiencing the product is a value in itself.
• The aesthetic and atmosphere of photos can sell just as effectively as a discount or free delivery.

Decathlon.pl – Function and Credibility

Decathlon is a brand that understands the world of sports and physical activity, recognizing that what truly matters is functionality, trust, and clarity. Their product page is designed with users in mind – those who are looking not just for the best price, but for an answer to the question: “Will this actually do what I need it to?” It’s a prime example of e-Commerce built on usability, not frills.

1. Clear, No-Nonsense Information
   On Decathlon’s product pages, you won’t find long-winded narrative descriptions—and that’s a good thing. Each product has a clearly stated purpose, key features (e.g., waterproofing), technical specs, and information about who the product is suitable for (e.g., skill level, age, height). Most of this is presented in the form of bullet points or highlighted sections, so users don’t have to dig through paragraphs of text to find the facts they need.

2. Videos and Action Shots
   Decathlon effectively utilizes product videos and photos that showcase how the item performs in real-world conditions and display its details in natural settings. This helps customers visualize how the product will work for them, which is especially important for beginners or first-time buyers.

3. Reviews That Matter
   Decathlon’s product pages often feature dozens or even hundreds of customer reviews – genuine, usually detailed, and full of practical insights. Importantly, each review includes a star rating system for key product parameters, helping users quickly determine whether a particular item meets their needs. At this scale, you can’t build trust in a product alone – you need other users. Decathlon is aware of this and uses it to their advantage.

What Can You Learn from Decathlon?

• Present product features briefly but clearly – advanced storytelling isn’t always necessary.
• If your product functions in motion, show it in action (video, lifestyle imagery).
• Customer reviews are powerful – highlight them and help users get the most from them.
• Don’t overcomplicate your layout – in many industries, the simpler, the better.

PasiekiSadowskich.pl – Food with Soul

Pasieki Rodziny Sadowskich is an excellent example of a food-sector brand that prioritizes authenticity, education, and emotional engagement in its online communication. Their product page proves that even something as simple as honey can carry meaning, stories, and trust – if it’s presented the right way.

1. Simple, But Not Dry
   The product page in this store doesn’t overwhelm. It’s clean, visually light, and easy to read. Each product includes a few aesthetic photos (beyond the standard packshot), typically close-up, in natural light and beautifully styled settings. Add to that simple typography, a clear price, availability info, and a prominent “Add to Cart” button – no gimmicks. But the real magic isn’t in the visuals – it’s in how they talk about the product.

2. Story and Ingredients in One
   Each product page blends education with storytelling. The description of their linden honey isn’t just about tasting notes – it’s a mini-lesson on its origin, properties, the flowers it’s made from, and the harvesting process. This works because the customer feels like they’re buying more than just a jar of honey – they’re buying a product with soul, made by real people, from real hives, in a real place.

3. Transparency Is the Currency of Trust
   On the product page, you’ll find all the essentials: complete ingredient list, place of origin, packaging details, availability, processing time, usage suggestions (e.g., for tea, baking, or skincare), and even lab results. Combined with their strong social media presence and consistent brand storytelling, the product page becomes more than a sales platform – it’s a touchpoint with the brand’s philosophy. And as the example of Pasieki shows, that truly builds loyalty.

What Can You Learn from Pasieki Rodziny Sadowskich?

• In the food sector (and beyond), education matters – customers like to know what they’re eating and where it comes from.
• Show the behind-the-scenes and tell the product’s story – it increases perceived value.
• Don’t complicate your layout – simplicity and clarity help drive purchase decisions.
• If you produce your goods, show the people passion, and process – that’s what really sells.

RTV Euro AGD – Transparency, Functionality, Legal Compliance

RTV Euro AGD is one of the most prominent players in Poland’s consumer electronics and home appliance market. Their product page is a standout example of order, clarity, and regulatory compliance, particularly regarding the Omnibus Directive. It’s a textbook case of how functional UX can go hand in hand with trust and legality, without compromise.

1. Information Where You Need It
   The product page is logically structured. Users immediately see the current price, installment payment options, availability at nearby physical stores, and estimated delivery time. All information is provided openly, with no crucial details hidden behind dropdowns or fine print. This is UX built for users who want to make a fast, yet informed, purchase.

2. Omnibus Directive Compliance
   One of the best-executed sections is the one dealing with promotional pricing. Below the current price (if the product is on sale), you’ll find the original price (before the discount), and the lowest price from the last 30 days, clearly labeled and in line with legal requirements.
   Crucially, this information is not hidden in a tooltip or written in tiny font. It appears directly below the promotional price, ensuring both legal compliance and transparency. In times when consumers are becoming more informed and cautious, that’s a huge advantage.

3. Extra Features That Enhance Usability
   RTV Euro AGD’s product page also includes valuable additions, such as product comparison tools, a wishlist, clear icons, and function labels (like energy efficiency class), quick access to the product’s data sheet, customer reviews preview, videos, and educational content for more complex items. The entire page works seamlessly across mobile and desktop – a perfect example of e-Commerce built with both scale and simplicity in mind.

What Can You Learn from RTV Euro AGD?

• If you run promotions (and you probably do), always show the lowest price from the past 30 days – Omnibus compliance is a must.
• Place info on availability, delivery time, and installment options in precise, prominent locations – it helps reduce purchase hesitation.
• A well-described product page is not only good UX – it’s also about legal safety and brand protection.
• Make it easy to compare products, especially in technical sectors where users need clear information to make informed decisions.

How to Apply Best Practices to Your Own e-Commerce?

Theory is theory, examples are examples – but the real magic happens when you put your knowledge into action. So, where do you start? How do you smartly implement changes to your product page?

1. Start with an Audit

You can’t improve your product page if you don’t know what’s wrong with it. So, before changing anything, evaluate your current product page (on every possible device). Create a checklist of elements:

• that exist but don’t work well (e.g., poor photos, chaotic descriptions),
• that are missing altogether (e.g., customer reviews, delivery info, variants),
• that can be improved at low cost (e.g., CTA copy, section order).

Don’t be afraid to take a critical look at your product page. This isn’t a report for investors – it’s a powerful optimization tool for your business.

2. Choose What Fits Your Industry

You don’t have to copy Risk Made in Warsaw if you’re selling industrial machine parts. And you don’t need storytelling like Ministerstwo Dobrego Mydła if your customer is looking for spec sheets and data like on X-Kom. Pick the practices that match your target audience – and that you can implement without tearing your whole site apart. And remember: you don’t have to draw inspiration only from your own sector. Benchmarking from another industry can be a brilliant way to stand out and even leap ahead of your competitors.

3. Start with Small Changes

Building a great product page doesn’t have to mean a significant redesign, hundreds of design hours, or thousands of coding hours. Sometimes it’s enough to add a few new context-rich product photos, reorder the content sections, write 2-3 lines of useful product description, or display the lowest price from the past 30 days to comply with the Omnibus Directive. Small changes can make a big difference in conversion.

4. Test – Don’t Guess

Don’t assume your new “Buy Now” button will perform better just because it’s red. Run an A/B test. Check how users behave after the change and base your decisions on data. Guesswork doesn’t work in e-Commerce. The layout and content of your product page should be driven by user behavior. That’s the only way to increase your conversion rate truly.

5. Remember: Your Product Page Is Not Just a Pretty Label

It’s a touchpoint, a decision center, and often the first interaction your customer has with your brand. Ensure they find everything they need to make a decision, feel comfortable and safe, and have a clear reason to click “Add to Cart.” Your product page doesn’t need to be beautiful (although that’s a bonus).  Your product page needs to SELL. That’s it. Aesthetics are subjective -focus on providing your customers with the information they need to make an informed decision. And do it in a way that works. 😀

Summary

The product page is not just another subpage in your online store. It’s your customer’s decision-making center. It’s where users consider whether the product they’re viewing is what they’re really looking for. It’s also where they decide: “I trust this company and will buy this product” – or the opposite: “I’ll look for this item somewhere else.”

So the product page isn’t just another page – it’s the MOST IMPORTANT page in your e-Commerce. It’s where the user’s needs meet your offer. And it’s precisely here that the truth comes out: is your e-store earning money, or missing opportunities?

A well-designed product page reduces cart abandonment, increases conversion, shortens the path to decision, and – quite simply – sells more. It’s worth investing your time in it because this page does the most challenging, most important work in your entire store.