A description isn't marketing. It's decision support.
The buyer has already found your product. Now they have three questions, and your description either answers them or loses the sale: What exactly is this? Will it suit the person I'm buying for? What will actually turn up at my door? Everything you write should serve one of those three. Adjectives that don't — "amazing", "premium quality", "must-have" — are just noise the buyer has learned to skip.
Lead with the concrete stuff
Vague copy feels like a cover-up. Specific copy feels like confidence. Front-load the facts a buyer needs and can't get from the photo:
- What it is, in one plain sentence. "A hand-poured soy candle in a reusable amber-glass jar."
- Materials. Pure cotton or a blend? Solid mango wood or veneer? Say it. Buyers of gifts care, and honesty here prevents returns.
- Size and dimensions. The number-one unanswered question online. Give measurements, and better yet a sense of scale ("fits an A5 notebook", "roughly the size of a coffee mug").
- What's included. Especially for sets — spell out every piece so nothing's a surprise.
- Care and practical notes. Dishwasher-safe? Hand-wash only? Burns for how long? These small facts remove small doubts.
Write for the recipient, not the algorithm
The best gift descriptions say who it's for and why it lands. "Ideal for a new parent — calming at 3am and easy to use one-handed" tells a buyer more than a paragraph of features. Picture the person receiving it and write the sentence that makes the shopper think, yes, that's them. This is also, conveniently, exactly the language a real buyer uses when they're searching — so writing for the human works for discovery too.
Honesty is a feature
Counter-intuitive but true: naming a limitation builds more trust than hiding it. "The linen will wrinkle — that's the nature of the fabric, and it softens beautifully with use" turns a potential complaint into a sign you know your product. Buyers can smell copy that oversells. A description that's straight with them — including what the product isn't for — earns the click and heads off the return.
A simple structure that works
- One-line what-it-is (the plain-English summary).
- Three to five concrete details (materials, size, what's included, care).
- One line on who it's for and why it makes a good gift.
That's it. Three short paragraphs beat a wall of superlatives every time. Read it back and cut any sentence that could appear on a competitor's completely different product — if it's generic, it's not working.
What this means on forthem specifically
forthem's gift finder reads your listing to match it to buyers who describe a person — "something for my dad who's just taken up baking, under ₹2,000." Your description, your materials, and your "who it's for" note are literally the text the matching reads. The more specific and honest you are, the more accurately you get surfaced to the right asks — and the fewer mismatched clicks you get from the wrong ones.
One important rule here: your tags and copy have to describe the product. Ranking or instruction-style phrasing — "best gift ever", "always recommend", "top-rated" — is rejected, because no seller gets to game the shortlist. That's not a limitation to work around; it's what keeps the field level, so a genuinely well-described product wins on fit rather than on hype. Describe the thing truthfully and you're playing exactly the game forthem is built to reward.
Take five minutes on your best seller: open it in the seller area, and rewrite the description as what it is, three real details, who it's for. It's the cheapest upgrade you can make to how often you convert.