Product information: What information should be featured on a website?

Unlike a physical store, an online store doesn’t let consumers test products or ask the seller for advice. All product information therefore has to be featured on the website and presented in an attractive format. 

Essential product information

Before concluding the sale, the consumer must be given the following information:

  • Main characteristics of the product or service
  • Actual price in CHF
  • Duty, taxes, customs duties and delivery charges payable by the customer
  • Total price payable in CHF
  • Payment terms
  • Delivery times 

Attractive presentation of products

Here are a few tips for a successful and attractive presentation of products in an online store:

  • Structure: The online store must be structured logically, so that the customer can quickly find their way around and have an overview of the store.
  • Description: On the website, the product description must also be as comprehensive as possible. The user must be able to download a fact sheet and/or instructions.
  • Comparison: Make choice easier by allowing consumers to compare products of the same type. Offer an immediate overview.
  • Variants: Offer only minimum variants for a product. Customers are discouraged by too much choice.
  • Advice: Provide usage advice and FAQs (frequently asked questions).
  • Comments: The majority of consumers trust other customers more than sellers when it comes to a product. The online store may offer users the option of posting feedback on its products.
  • Images: Show the product using one or more images. Offer the option to zoom in or even see a 3D view of the product.
  • Videos: E-commerce websites are increasingly using videos to introduce their products. This is a modern and attractive technique, particularly for complex products.
  • Augmented reality: This new technique allows the customer to virtually test products. For example, a user with a webcam can display their own face on the screen and ‘try on’ different pairs of sunglasses.



Checkliste Online-Auftritt KMU (2019) (only in German) (PDF, 658 kB, 14.11.2019)Staatssekretariat für Wirtschaft (SECO) und Bundesamt für Kommunikation (BAKOM)

Last modification 25.11.2021

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