How long should an Etsy product description be?

Long enough to answer every question a buyer would ask before paying: what it is, size, materials, personalisation, delivery and care. For most items that is 100 to 250 words. Put the most important line first, because the opening sentence is what shoppers and search engines see first.

How many tags can you use on Etsy?

Etsy lets you add up to 13 tags per listing, each up to 20 characters. Use all 13, use phrases buyers would actually type (for example "personalised mug"), and do not waste tags repeating your shop category.

How long can an Etsy title be?

Etsy titles can be up to 140 characters, but Etsy itself advises keeping titles short and readable. Lead with what the item is in plain words, then one or two key details such as size, colour or occasion.

Should I write product descriptions in British English?

Yes, if most of your buyers are in the UK. Use the words they search for: jumper not sweater, personalised not personalized, post and delivery rather than shipping where it reads naturally.

Can I copy my supplier's description?

You can use the facts, but a copied blurb looks the same as every other shop selling that item and gives buyers no reason to choose you. Rewrite it around who the item is for and why they would want it.

Guide · Small online shops

How to write Etsy product descriptions that sell

Good photos get the click, but the title, tags and description decide whether a shopper finds you and then buys. Here is a simple layout UK sellers can use for every listing, with an example and the mistakes to avoid before the Christmas rush.

Rather have them written for you? 10 listings for £20

The title: say what it is first

Start with the plain name of the item as a buyer would search for it: "Personalised Dog Lover Mug", not "The Barkley".
Add one or two details that matter: size, colour, material or occasion ("11oz", "Christmas Gift").
Etsy allows up to 140 characters, but a short, readable title works better than a long list of keywords.
Save the extra search phrases for your tags.

The description: a five-part layout

Opening line (one sentence). What it is and who it is for. This is the bit people read first, so make it count.
Why they will love it (two or three sentences). How it looks, feels or gets used, in everyday words.
The details (bullet list). Size, materials, colours, weight, care instructions.
Personalisation (if any). Exactly what the buyer should type in the personalisation box, with a character limit and an example.
Delivery and gifting. Dispatch time, Royal Mail service, gift wrap, and your last order date for Christmas.

Before and after

Before (supplier text): "Ceramic mug. 11oz. White. Dishwasher safe. Custom print."

After: "A personalised mug for the dog lover who talks about their dog more than their family. We print your dog's name and breed on a glossy white 11oz ceramic mug, so it is a gift they will actually use every morning.

11oz white ceramic mug, glossy finish
Printed in the UK, colours will not fade in the dishwasher
Add your dog's name (up to 12 characters) and breed in the personalisation box
Dispatched in 2 working days by Royal Mail, gift box included

Order by 16 December for Christmas delivery." Only include claims you can back up: if you are not sure the print is dishwasher-proof, say "hand wash recommended" instead.

Tags that get found

Use all 13 tags. Each can be up to 20 characters.
Use phrases, not single words: "dog mum gift" beats "dog".
Cover who it is for, the occasion and the style: "gift for dad", "christmas mug", "funny dog mug".
Use the British spellings your buyers type, and the American ones too if you sell abroad.

Mistakes to avoid

Pasting the same supplier blurb on every listing.
Burying the size or material at the bottom where nobody sees it.
Leaving the personalisation instructions vague, which leads to wrong orders and refunds.
No dispatch time or Christmas cut-off date.
Claims you cannot prove, such as "eco-friendly" or "handmade" when it is printed by a supplier.

Frequently asked questions

How long should an Etsy product description be?: Long enough to answer every question a buyer would ask before paying: what it is, size, materials, personalisation, delivery and care. For most items that is 100 to 250 words. Put the most important line first, because the opening sentence is what shoppers and search engines see first.
How many tags can you use on Etsy?: Etsy lets you add up to 13 tags per listing, each up to 20 characters. Use all 13, use phrases buyers would actually type (for example "personalised mug"), and do not waste tags repeating your shop category.
How long can an Etsy title be?: Etsy titles can be up to 140 characters, but Etsy itself advises keeping titles short and readable. Lead with what the item is in plain words, then one or two key details such as size, colour or occasion.
Should I write product descriptions in British English?: Yes, if most of your buyers are in the UK. Use the words they search for: jumper not sweater, personalised not personalized, post and delivery rather than shipping where it reads naturally.
Can I copy my supplier's description?: You can use the facts, but a copied blurb looks the same as every other shop selling that item and gives buyers no reason to choose you. Rewrite it around who the item is for and why they would want it.

Want them written for you?

Send us your listing links or a CSV export and we rewrite each product into a clear title, a benefit-led description, bullet details and 13 tags, in plain British English. 10 listings for £20 back in 2 working days, or 25 for £45 in 3 working days, in a spreadsheet you can paste straight into Etsy. We only use facts you give us.

Get your Etsy listings rewritten · 10 for £20

Written by TCH Works, Harlow, Essex, October 2026.