Product cards for Wildberries, Ozon and Kaspi: the rules that cost you views

Title, description, specs and review replies: what to check in a product card so the marketplace shows it in search and moderation doesn't send it back.

On a marketplace, the product card is the shop window, the salesperson and the SEO page at once. A good product with a bad card simply doesn't show up in search. Most mistakes repeat themselves, and a check before publishing catches them.

The title: short and by formula

• The formula: product type + brand + model + key attribute. “RISE oversized cotton hoodie, black” beats “Stylish warm piece”.
• Limits differ: about 60 characters on Wildberries, up to 200 on Ozon and Amazon. Anything longer gets cut or sends the card back for edits.
• The main search phrase goes in the first half of the title, with no repeated words.

Words moderators don't like

“Best”, “No. 1”, “unique”, “today only”, “replica” and other brands' names in the title are common reasons for a rejected or hidden card. Promotions and discounts belong in the marketplace's own tools, not in the text.

Description and specs

Benefits for the buyer first, then specs (material, size, care), then use cases. On Kaspi the description must be between 100 and 7,000 characters. The main rule: every spec must match the real product and the title. An invented certificate or a “natural fabric” that isn't there comes back as returns.

Photos and infographics

The main photo is on white, with the product filling the frame. Plan the infographics slide by slide: what each one shows — the size chart, the fabric, care, what's in the box. Then the designer doesn't have to guess.

Replies to reviews

A reply thanks the buyer, answers the point and offers a fix. Replies must not contain links or contacts, ask for the buyer's contacts, blame the delivery or promise a reward for reviews: that breaks marketplace rules.

How VIT TEAM does it

The marketplace manager writes titles, descriptions and review replies, and before handing them over the work is checked: length limits, repeated words, banned words and spec consistency are caught by code, the rest by a strict checker against an eight-point checklist. The manager keeps every card in a personal notebook so titles and keywords don't drift apart between marketplaces. For photos the designer joins in: the main photo on white, the product unchanged.