Lead with the thing a shopper actually wants to know: what it is, what it’s made of, and what makes it different. A description that opens with "Hand-poured soy candle, 8 oz, cedar + bergamot" beats one that opens with your brand story. Save the story for the second paragraph.
Write the way you’d talk at your booth. Short, concrete sentences read better on a phone than dense marketing copy. Mention size, materials, scent or flavor, and care instructions — the practical details shoppers email you about anyway.
Add one sensory detail and one use case. "Smells like a campfire on a cold night" and "great on a bookshelf or a bathroom counter" help a shopper picture owning it. That mental picture is what closes the sale.
Finally, proofread out loud. Typos and run-on sentences quietly cost trust, and trust is most of what an online shopper is deciding about a maker they’ve never met.