Product labeling for marketplaces
How to properly create a product listing to avoid suspensions and increase sales on Ozon, Wildberries, and other platforms
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Online sales require strict compliance with product listing requirements. Incorrectly presented information can lead to listing suspensions and lost revenue. Each marketplace has its own standards, which are regularly updated. Following the rules protects against fines, increases buyer trust, and proper labeling improves product visibility in search results and boosts conversion rates.
TTL provides comprehensive logistics solutions for e-commerce. Our specialists assist in preparing documentation and readying products for marketplace listing. Services include consultations on marketplace requirements and organizing delivery of finished goods.
Our team ensures that all processes comply with current quality standards. Clients receive support at every stage — from product preparation to delivery to the customer.
Product Labeling
Proper product listing involves many mandatory elements. The title should include key characteristics without promotional or emotional phrases. The description should move from general to specific — first the purpose, then technical specifications.
Product images must be high-resolution on a white background. The first image shows the entire product, while others highlight details and use cases. Video content is recommended for complex products requiring demonstration.
The category must be selected accurately, as it determines the application of specific requirements. Incorrect categorization lowers search ranking. All attributes should be filled in, even if some seem optional.
Pricing must account for all marketplace fees and shipping costs. Incorrect pricing affects catalog ranking. The system considers price history when determining product position.
Key Rules for Marketplace Product Labeling
Each marketplace publishes detailed listing requirements in their seller sections. Wildberries requires at least 70% of attributes to be filled for top ranking. Ozon applies fines from 1,000 to 5,000 rubles for incorrect specifications.
“According to Yandex.Market statistics, 73% of buyers abandon a purchase when product information is insufficient” — highlighting the critical importance of complete descriptions.
Titles are structured as: brand + product type + key feature + additional properties. Length is limited to 60–100 characters depending on the platform. Using prohibited words leads to automatic moderation rejection.
Descriptions are logically structured — composition, size, usage, care. Text is written in clear language, free of grammatical errors, and avoids emotional calls such as “buy now” or “best choice.”
Technical specifications are entered in designated fields, not in descriptions. Weight, dimensions, materials, and country of origin are mandatory for most categories. Errors in these fields affect shipping calculations and may lead to buyer complaints.
Image and Media Requirements
High-quality visual content directly influences purchase decisions. Photos must be JPEG format, at least 900×900 pixels. The main image should show only the product, without additional elements or text.
Each product requires a minimum of 5 photos from different angles. Additional images can show packaging, instructions, or quality certificates. Infographics with sizes and specifications increase listing informativeness.
Videos of 15–60 seconds demonstrate the product in action. High-quality video increases listing engagement and positively affects ranking. Audio should be clear without background noise.
Placing contact information on images is strictly prohibited. Logos of other brands are allowed only with official permission. Watermarks or advertising text lead to listing rejection.
Special Requirements by Category
Food products must indicate composition, nutritional value, storage conditions, and expiration date. GOST or TU standards must be included. Allergen information must be highlighted.
Clothing and footwear require detailed size charts in Russian and international standards. Fabric composition is listed in percentages per manufacturer labels. Care instructions must match the labels.
Electronics require technical specifications, warranty information, and compliance certificates. Energy class, power, and compatibility are key parameters. Instructions and documentation should be attached as separate files.
Children’s products undergo enhanced moderation for safety compliance. Age restrictions must be clear and justified. Quality certificates are mandatory.
Quality Control and Moderation
Automatic systems check listings for technical compliance within minutes. Manual moderation may take up to 72 hours depending on product complexity. Rechecks after corrections are faster.
Copyright violations or use of third-party trademarks permanently block listings. Buyer complaints about mismatched descriptions trigger additional checks. Proper marketplace labeling involves multiple control stages — technical, content, and legal.
The system tracks violations for each seller. Exceeding allowable errors limits the ability to add new products. Reliable sellers receive moderation priority and access to additional promotional tools.
Main Reasons for Listing Rejection:
- Incomplete mandatory fields
- Photos not meeting technical requirements
- Use of prohibited words in title or description
Successful product labeling requires a systematic approach, attention to marketplace rules, and consistent content quality. Only a comprehensive understanding of moderation processes, technical standards, and customer needs ensures stable sales growth and long-term business development on e-commerce platforms.
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