Designing product pages that convert for wholesale buyers
what to include and how to structure product pages so wholesale customers buy faster and more often.
Lead with the essentials (top fold)
- Clear product name + short descriptor (one line).
- Primary trade price or price range (showing tiered pricing link or “Log in to see net prices”).
- Key attributes at-a-glance: MOQ, lead time, pack/roll sizes, available colours/fabrics.
- Primary CTA: “Request Quote / Add to Cart (Bulk)” and a secondary “Request Sample”.
Make catalog data scannable
- Use a compact spec table (GSM, width, composition, weight, care, SKU codes).
- Provide variant swatches (clickable colours/fabrics) and downloadable spec sheet (PDF/CSV).
- Show packaging & shipping unit (e.g., 10 rolls / carton) and minimum order clearly.
Support buying decisions with proof
- Short quality badges (certifications, compliance, country of origin).
- Small case-studies / mini testimonials from similar buyers (1–2 lines).
- Quick sample & inspection info: sample fee, lead time, return policy for samples.
Quote & negotiation UX
- Offer request-quote forms that auto-populate SKU/quantity and allow file uploads (RFQ).
- Show tiered pricing calculator on-page: input quantity → shows price breaks and estimated total.
- Provide net-terms/credit info and a path to apply (or contact sales).
Fast access to operational details
- Tabs or accordion for: Spec → Logistics (shipping, HS code) → Compliance → FAQs → Related SKUs.
- Display lead time & stock availability (real-time if possible) and ETA for international shipping.
Reduce friction for procurement teams
- Allow CSV bulk order upload and quick reorder lists.
- Provide downloadable order confirmations, spec sheets, product images for catalogs.
- Include punchout / EDI / API option or clear integration notes for enterprise buyers.
Visuals that matter
- Clean hero image + 2–3 lifestyle / close-up shots (fabric texture, seams, packaging).
- High-res downloadable images with clear naming (SKU_colour_size.jpg).
- Optional short video demonstrating drape, stretch, or product in use.
Microcopy & trust cues
- Use concise, procurement-friendly copy: “Ships in 7–10 business days”, “MOQ: 50 rolls”.
- Show lead salesperson / account manager contact with CTA: “Contact sales for volume pricing”.
- Include returns / inspection policy summary.
Measure what matters
- RFQ conversion rate (RFQs → orders)
- Time to quote (avg hours/days)
- AOV for wholesale orders
- Sample request → purchase conversion
- Cart abandonment for bulk orders
