I'm finally getting ready to sell my business (a small online store selling handmade ceramics) and I'm stuck on the listing description. I want it to be clear and attractive to buyers, but I'm not a writer. Any tips on what to include and what to avoid? I've seen listings that are either too vague or a wall of text.
E-commerce
How to write a clear listing description for your online shop
Honestly, just be specific. Buyers want numbers—revenue, traffic, SKUs, profit margins. Don't say 'very profitable' without backing it up. And don't write a novel; put the key facts up top.
What Brew said. Also, avoid fluff like 'great opportunity' or 'turnkey'. Those are red flags for me. Show me the actual work you do every day.
I sold my online store last year. The description that worked for me had a simple structure: what the business does, how it makes money, what's included in the sale (inventory, supplier relationships, website), and why I'm selling. Keep it to the point but cover those bases. Oh, and include photos of the products if possible.
Photos? For an online shop? Groundbreaking.
Sarcasm aside, photos of the actual inventory matter. I've seen listings with zero images and it's an instant skip.
One more thing: mention the platform (Shopify, Etsy, etc.) and any automation you've set up. Buyers want to know if they can just take over without rebuilding everything.
I looked at a listing once that was just a copy-paste of the homepage. Turns out the owner didn't know their own numbers. So yeah, include financials but make sure they're accurate. Nothing kills trust faster than fuzzy math.
Also, think about your exit. If you're willing to stay on for a transition period, say so. That can can be a big selling point.
Thanks, all. I appreciate the specifics. I didn't think about the transition period or mentioning automation. I'll start drafting and maybe post it here for feedback.
Good luck. Just don't use the word 'passive income' and you'll be fine.