Sourcing & Trade Guide
Product Titles and Descriptions That Rank and Sell in Africa (2026)
Comilmart Team
October 19, 2026
Good product titles and descriptions do two jobs at once. They help the right buyer find your listing, and they give that buyer enough information to say yes. Whether you sell phones in Lagos, fabrics in Accra, kitchenware in Nairobi or solar lights in Kampala, the same rules apply: lead with what the item is, be specific, be accurate and never make the buyer guess. This guide gives you a title formula, a description structure and before-and-after examples you can copy for your own products.
How buyers read a listing
Most shoppers scan. They see a small photo and a title in search results, glance at the price, and open only the listings that look like a match. Google's Merchant Center guidance, which is written for product feeds but applies well to any online catalog, says to put the most important details first because users often see only the first 70 characters or so of a title, depending on screen size. On a phone in a Lagos traffic jam the visible part is even smaller. So the first words of your title carry most of the weight.
A title formula you can reuse
Google's title guidance suggests including the product name and brand, plus the details that separate similar items, such as colour, size or flavour, with an example like "Sleeveless polka dot skater dress, small, black". A simple formula that follows this advice is:
Brand + product type + key feature + variant (size, colour, capacity) + model or quantity.
Use the words a buyer would actually type into the search box. If buyers in your city use a local or informal name for the product, add it alongside the standard name, but only where you are sure people use it. Guidance for product titles also says not to use capital letters for emphasis and not to add promotional text such as price, sale dates or delivery information to the title; those belong in the price and delivery fields.
Before and after: title examples
These are made-up examples, labelled "for example", to show the idea. They do not describe any real product or seller.
| Before | After |
|---|---|
| For example: "HOT SALE!!! Best Phone Cheap Price Buy Now" | For example: "Brandname Smartphone, 6.5 inch, 128GB, Black, Dual SIM" |
| For example: "Lovely bag" | For example: "Women's leather handbag, brown, medium, zip closure" |
| For example: "Blender for sale" | For example: "Electric blender, 1.5 litre glass jar, 500W, 2 speeds" |
The "after" titles say what the product is, who it is for and which variant it is. They avoid hype words and use standard capitalisation. Check each detail against the product you actually hold; do not copy a specification from another seller.
How to structure a product description
Google's Merchant Center guidance says a description should include only information about the product, describe it accurately and match the landing page, and avoid promotional text such as "free shipping" or all capital letters. That is a good rule for marketplaces too. A structure that works for most products:
- One-sentence summary. What it is and who it suits.
- Key features as a short list. Material, size, capacity, power, included items.
- Specifications. Dimensions, weight, colour options, model number, warranty if there is one.
- What is in the box. Say clearly what the buyer receives.
- Care, use or safety notes. Include anything the buyer must know.
- Condition. New, used or refurbished, stated plainly.
Before and after: description example
Before (for example): "Very good blender. Buy now at a good price. Works well. Contact me."
After (for example): "A 1.5 litre electric blender for smoothies, pepper and soups. Features: glass jar, 500W motor, 2 speed settings, stainless steel blades. In the box: blender base, jar, lid and user manual. Size and weight are listed in the specifications. Condition: new. Questions about voltage or plug type? Message us before you order."
Notice that the second version answers questions in advance. If your buyers in Ghana, Kenya or Nigeria keep asking the same questions in chat, put the answers in the description.
Be accurate: consumer rules apply to listings
Describing a product honestly is also a legal point. In Nigeria, the FCCPC lists consumer rights that include right to information in plain and understandable language, full disclosure of price, product labelling and trade descriptions, and disclosure of used or reconditioned goods (FCCPC, consumer rights and responsibilities). Read as of October 2026, those headings are a good checklist for your listing: say what the product is, disclose the price and say clearly if it is used or reconditioned. Ask a lawyer how the rules apply to your business. For Comilmart's own listing rules, see our product listing policy for suppliers, /seller-policy and /prohibited-products.
Keep title, description and photos consistent
Google's guidance also warns that mismatches between product data and the landing page can confuse shoppers, and recommends using the same colour names and wording. In practice: if the title says "navy blue", do not write "black" in the description, and make sure your photos show the same colour. Our guide on product photography tips for online sellers covers the image side.
A quick listing checklist
- Title leads with the product type and the most important detail.
- Brand, size, colour and quantity are included where they apply.
- No capital-letter shouting, symbols or price in the title.
- Description has a summary, features, specifications and what is in the box.
- Condition is stated, and any defects or limits are disclosed.
- The currency and price are clear, and delivery details follow your policy.
- Photos match the written colour and model.
- You have read your platform's rules before you publish.
Frequently asked questions
How long should a product title be? Long enough to say what the product is and what makes it different, short enough that the key words show first. Google's guidance mentions a 150-character allowance for product feed titles, but your platform may differ.
Should I put my phone number in the description? Check your platform's rules before sharing contact details in listings. Many marketplaces prefer buyers to contact you through their own chat.
Do keywords help my listing rank? Using the words buyers really search is sensible. Repeating the same word many times looks poor to buyers and is unlikely to help.
Can I copy a description from another seller or supplier? Do not copy text without permission, and check that the details match your product. Write your own.
Where can I read more? Our guide to writing product listings that win orders goes deeper, and starting to sell online covers the basics.
Getting started
Pick your three best sellers and rewrite their titles and descriptions with the formula above, then compare how buyers respond. When you are ready to list on Comilmart, open a vendor account at /register/vendor. Good product titles and descriptions will not replace good products and fair prices, but they make it much easier for buyers to find and trust what you sell. You can see how other retail listings look at /marketplace/shop.