Optimize your product page: what shoppers need to see before they buy

1 Start with the images

In Baymard's tests, 56% of users started on the product page by browsing the images. 42% tried to judge a product's size from the images. At the same time, 25% of the stores studied showed images with too low a resolution or without enough zoom.

Show several angles, one in use, one with a size reference, and for clothing or cosmetics one on a person. For square images, Shopify recommends 2048 × 2048 pixels as the size that usually looks best.

2 Build a clear price block

Shoppers should find the price instantly; on 18% of desktop sites, Baymard found that unnecessarily hard. Depending on your market, some information is mandatory there, for example in the EU the total price including VAT and, for goods sold by weight, volume, length or area, the unit price.

Shopify handles unit prices itself: you enter the product's total amount and base measure under pricing, Shopify calculates the unit price, and Online Store 2.0 themes show it automatically.

3 Show tiers with the price per unit next to the price

If three units are cheaper, say so where the price is. Baymard's 2026 benchmark: 81% of stores show no price per unit for items sold in varying quantities. In testing, users then had to do the math themselves and didn't always get it right.

Show the saving as an amount and as a percentage, and describe the offer once, not three times. 19% of desktop stores repeated the same offer in several places.

4 State shipping costs and delivery date by the buy button

In a Baymard study, 64% of users looked for shipping costs on the product page before adding to cart. 67% of stores show no total cost near the buy button, 41% no delivery date.

Below the price, state what shipping costs (or when it's free) and when the order will arrive.

5 Link your return policy

60% of users look for return information on the product page, according to Baymard, and 44% of stores don't link it there. Among surveyed US shoppers who had abandoned an order in the previous three months, 15% named an unsatisfactory return policy as the reason.

A line like "30-day returns" with a link to your policy is enough.

6 Show reviews, including the bad ones

53% of users specifically look for negative reviews. According to the Spiegel Research Center, purchase likelihood peaks at an average rating between 4.0 and 4.7 stars, so a store with only five-star reviews tends to look suspicious rather than convincing.

Reply publicly to criticism, which 89% of stores don't. To show reviews in your own store you need an app, because Shopify shows Shop app reviews only in the Shop app.

7 For your own brand: show outside proof

Many Shopify stores sell their own brand directly. That's exactly where users trust in-store reviews less: 62% of users looked for reviews on other sites before buying from an unfamiliar brand, according to Baymard.

Link independent review platforms or press coverage if you have any.

8 Check the page on a phone

On a phone, can you see the price, the variant choice, the shipping note and the buy button without hunting? Sizes and colors as buttons instead of a dropdown help; 57% of stores still use dropdowns for sizes, according to Baymard.