How to Write Product Descriptions That Sell in Pakistan

Product descriptions that answer the DMs before they arrive: titles, sizes and measurements, Urdu and English, and the lines that stop returns.

A product description has one job: answer the question a buyer would otherwise have to send you a DM about. Everything else — the adjectives, the sparkle emojis, the "must have" — is decoration.

If you sell from Instagram or WhatsApp in Pakistan you already know the questions. Price? Kya fabric hai? Size chart? Delivery charges alag hain? You answer them ten times a day. Written down once, on the product itself, they stop being your job.

This is also where returns come from. Plenty of refused parcels and "yeh picture jaisa nahi hai" messages trace back to one sentence nobody wrote down.

Start with the questions you already answer

Do not start with a copywriting formula. Start with your own inbox.

Scroll back through your last fifty order conversations and write down every question a buyer asked before committing. You will end up with a short list, and the same few will repeat.

That list is your template: your products, your customers. If most of your orders arrive on WhatsApp it doubles as a cleanup of your saved replies, since the same answers belong in both places. There is more on that in turning WhatsApp DMs into a real order list.

What makes a product title work

Your title does three jobs: it sits in a shop grid where it gets cut off, it is the line a buyer quotes back to you in a DM, and it is what a search engine reads.

So front-load it. Item type first, the detail that distinguishes it second, decoration never.

• Weak: Beautiful Summer Dress ✨ Limited Stock
• Better: Unstitched Lawn 3-Piece — Blue Floral Print

Three rules that hold up:

• Use the words buyers type. Somebody searching types "unstitched lawn", not "elegant ensemble".
• Assume the front of the title is all that gets read. In a grid, on a phone, the rest is cut off.
• Keep the price out of the title. Prices change, and the price field already shows it.

A structure that answers everything

Six lines, in this order. Nothing clever.

1. What it is, in one plain sentence.
2. Material, and how it behaves — light, heavy, stretchy, see-through or not.
3. Measurements, with real numbers.
4. What is included, especially when a set is involved.
5. Colour honesty — how the photo compares to the real thing.
6. Care, dispatch and exchange, one short line each.

Keep every paragraph to three lines or fewer. Your buyer is reading on a phone, probably standing up.

Sizes and measurements: the part that decides your refund rate

"Medium" means two different things at two Pakistani brands, and your buyer has been burned by both.

Give the numbers, in inches, and say what you measured:

Measurements (garment, laid flat): length 40", chest 20" flat, sleeve 22".

The most important word there is garment. A lot of size confusion comes from a buyer comparing your garment measurement against their body measurement. Say which one it is.

Then add the line that removes most size DMs on its own: apna koi kurta naap kar compare kar lein — measure something you already own and compare.

• Stitched clothing: length, chest, shoulder, sleeve, waist. If a model is in the photo, give her height and the size she is wearing.
• Unstitched: metres per piece, and whether the trouser and dupatta are included — say it even when it seems obvious.
• Shoes: insole length in centimetres alongside the size you call it. Brand sizing varies; the insole never lies.
• Jewellery: chain length in inches, and what the plating is.
• Anything "free size": give measurements anyway, plus roughly how much it stretches. "Free size" on its own tells a buyer nothing, so they will ask.

Urdu, English and Roman Urdu: which goes where

Plenty of Pakistani sellers already write in a mix. It works — it just needs to be deliberate.

Titles in English. That is what people type into a search bar, and it reads cleanly when someone forwards your link.

Specifications in English, with English digits. Rs 2,450. 40 inches. 250g. Numbers are the part that must not be misread.

Reassurance in Roman Urdu, if that is how your buyers talk to you. "Rang bilkul picture jaisa hai, daylight mein photo li gayi hai" lands better than a translation of the same promise.

Two things to avoid: writing the whole description twice, once in each language — it doubles the length and halves the chance anyone reads it — and translating terms your buyers already use in English, like unstitched, 2-piece and ready to wear.

The questions that cause a refund when nobody answers them

These come back as returned parcels, and you pay courier charges in both directions.

• Is the price for the full set, or one piece?
• Is the dupatta or trouser included?
• Is it stitched or unstitched?
• Is delivery included, or added at the door?
• Is that measurement the garment or my body?
• Will it shrink or bleed in the first wash?
• What is in the box, and who honours the warranty?
• For skincare and food: what is the expiry, and what is in it?
• What exactly is your exchange policy?

Write that last one honestly rather than generously. "Exchange within 3 days if unused with tags attached" beats "100% satisfaction guaranteed", because you can actually honour it. Getting the delivery charge and final total onto the page before the rider knocks is the same battle — see the guide to COD orders.

Before and after: one product, rewritten

Before:

Beautiful kurti 😍 Best quality. Limited stock. DM for price 💕

After:

Embroidered Lawn Kurti — Off-White, Stitched Rs 2,450, delivery included. Stitched lawn kurti with thread embroidery on the front. Light fabric, good for summer, not see-through. Measurements (garment, laid flat): length 40", chest 20", sleeve 22". Medium fits a 38–40" chest. Apna koi kurta naap kar compare kar lein. Off-white, photographed in daylight. Screens show it slightly cooler than it is. First wash separately, cold water. Slight shrinkage possible. Dispatched in 1–2 working days. Exchange within 3 days if unworn with tags.

Ninety words, none of them clever. Every one is a DM you will not be answering at eleven at night.

Writing a whole catalogue without losing a week

Write the template once and keep it in your phone notes. After that you are filling blanks, not writing.

Photograph with the measuring tape in the frame. One picture settles more size arguments than a paragraph.

Compress the images before uploading. Most of your buyers are on mobile data and mid-range Androids, and a slow page loses them before they read a word. The free image compressor does it in the browser.

Add every new question the day it is asked. If a buyer had to ask, the description was missing it. Do this for a month and the questions thin out.

Frequently asked questions

How long should a product description be? Usually 80 to 150 words — longer for expensive or technical items, shorter for a Rs 400 accessory. The first two lines carry the weight, because that is all that shows before someone taps to read more.

Should I write in Urdu or English? Both, in different places. Titles and specifications in English, because that is what people search and what must not be misread. Reassurance and tone in Roman Urdu, if that is how your customers write to you.

Do I still need measurements if everything I sell is free size? More than anyone else does. "Free size" tells a buyer nothing, so they either message you or guess, and the guess is how you end up with a return.

What should I write if I do not accept returns? Exactly that, in one plain sentence, placed where it is read before ordering rather than after. A clear no is far cheaper than a vague yes you cannot honour.

Does any of this matter if people order through DM anyway? It matters most then. Every question answered on the page is a message you do not send at midnight, and a buyer who arrives knowing the size, colour and total is the one who accepts the parcel.

On Lonecto every product carries its own price, description and photos on your one link, and orders arrive with the item, size, name and address already filled in. Set up your shop — it is free to start.