Content and rich media for marketplaces
An offer that looks like an ERP screenshot doesn’t sell. We create descriptions, graphics and rich media that convert and meet the platform’s requirements.
Author: Artur Rompca · co-founder of Commercraft, more than 10 years in e-commerce · updated: September 2026
On a marketplace, your product page is your sales page and your advert at the same time. A weak description does not sell, and often never reaches the platform’s search results.
A product page has two layers. The first is the data the platform finds you by: title, attributes, category and EAN code. The second is rich content, an extended description with graphics that persuades the buyer.
Good content does two jobs: the algorithm can find it, and a shopper is convinced within seconds. We build product pages that do both and pass platform moderation first time.
What we create
Descriptions written for the algorithm
We write titles and descriptions optimised for marketplace search, using the phrases buyers actually type. We also check attributes, because the platform builds its filters and query matching from them. The same text ranks your offer and persuades the buyer.
Translation for your target markets
We translate your offers into the languages of your target markets, using local terminology. We are an international team with German, French, Dutch and Romanian speakers, so every machine translation gets a second, human check before it goes onto your product pages.
Listing graphics and banners
We design listing images, infographics and banners that meet platform requirements and stay consistent with your brand. Each platform has its own rules for background, framing and minimum file size, so we prepare the set for the target platform.
AI-assisted content at scale
When your catalogue runs to thousands of products, we speed up content production with AI tools and quality control. You get speed and scale without the “machine-written” feel.
Example of rich content / A+ Content on a marketplace
What rich content and A+ Content are
Rich content is the extended part of a product description: blocks with graphics, comparisons and text sections, built in the platform's editor rather than in the plain description field. Buyers see something closer to a brand's product page than a bare specification.
On Amazon this format is called A+ Content, and it opens once you enrol your brand in Brand Registry. Enrolment is free but requires a registered or pending trademark, and alongside A+ Content it also gives you a Brand Store and data in Brand Analytics.
On Allegro, the largest marketplace in Poland, the equivalent is a description built from sections and images in the offer editor. On platforms running on Mirakl technology, such as Empik or Decathlon, your description goes into the operator's shared catalogue, so a complete set of attributes that fits that catalogue's structure matters most.
Rich content pays off where a product needs explaining: dimensions, variants, compatibility, assembly or composition. For a simple, low-priced product, a good photo and a full set of attributes pay back faster.
Source: Amazon Seller Central, Brand Registry and A+ Content terms, as of September 2026.
What marketplaces require from product content
Every platform has its own standard and its own moderation. A product page that passes on Allegro can be rejected on Zalando over the photo background alone.
- Allegro: all mandatory attributes for the category plus an EAN code, because filters and search relevance are built from attributes.
- Amazon: title, bullet points and attributes linked to the catalogue page, with A+ Content available only after brand enrolment in Brand Registry.
- Zalando: JPG images from 762x1100 px, on-model shots on an RGB 241/241/241 background, packshots on white 255, files up to 20 MB.
- Kaufland: descriptions and data in the local language, and on DACH markets customer service in German as well.
- Mirakl catalogues (Empik, Decathlon, home24): data goes into the operator's shared catalogue, following its categories and attributes. A file that works on Amazon usually will not pass there without rework.
That is why we prepare your catalogue once and then map it to each further platform. With several thousand SKUs, this is a job for a PIM. A spreadsheet stops being enough.
Sources: partner.zalando.com, image guidelines, Amazon Seller Central, Kaufland Global Marketplace terms, Decathlon seller terms (MSC V9). Checked: September 2026.
How we work
1. Audit of product pages and categories
We compare your product pages with the category and the platform's requirements. We then know what to fix so your product gets found and clicked.
2. Descriptions and titles for the algorithm
We write titles, bullet points and descriptions with the phrases buyers actually search for, in line with each platform's requirements.
3. Graphics and rich media
We design photos, infographics and rich media that pass moderation and lift conversion.
4. Translation and localisation
We translate your offers into the languages of your target markets with local terminology. Every machine translation gets a second, human check from our team.
5. Updates and scale
We keep your product pages consistent as your catalogue grows, using AI with quality control. When the data is in good shape, we list dozens and sometimes hundreds of offers a day, and we estimate the pace for your catalogue before we start working together.
What to watch out for
- Keep the title readable, without keyword stuffing. Cramming in phrases hurts readability and conversion. Complete attributes matter too, because they drive filters and relevance.
- Photos that break platform rules. Background, framing and minimum file size differ on every platform, and moderation rejects an offer without discussion. We prepare the photo set for the platform your offer is going to.
- Machine translation. Buyers abroad spot it at once and lose trust, so we localise content instead of translating it word for word.
Who this is for and what you gain
Content and rich media pay back fastest where you compete on offer quality, enter a new language market or tidy up a large catalogue. You get product pages that are easier to find, convert better and pass moderation first time.
Our clients’ results
Anonymised projects with figures, showing what we changed and what came of it:
- distributor of premium outdoor brands: descriptions and photos for 500 products prepared in one day.
The full overview is on our client results page. What running content with the rest of the channel costs is set out on the marketplace packages page.
About the author
Artur Rompca – co-founder of Commercraft. More than 10 years in e-commerce, including sales leadership at LPP/Reserved (26 markets) and Alpinus Group. LinkedIn · updated: June 2026
