Product Page: What It Needs to Sell, Comply with EU Law and Satisfy Google

A product page has to satisfy three different sets of requirements at once — and none of them is optional. The first is what the customer needs to decide: photos, price, availability, delivery time. The second is what the law requires: showing the lowest price charged in the last 30 days whenever you cut a price, and the product information the EU's product-safety regulation makes mandatory. The third is what Google requires if you want the product to show up in search and on the Shopping tab: character limits, image size, structured data. This article goes through all three layers in order, because in practice a mistake in any one of them — an invisible 30-day reference price, missing GPSR information, a photo smaller than Merchant Center's minimum — costs you regardless of how well the marketing copy reads.

What a product page is, and what a spec sheet is

A product page is a page dedicated to one product (or a group of its variants), built around purchase intent — it has a price, an add-to-cart button and availability information. That's what separates it from a spec sheet, which in commercial practice — especially in B2B and technical products — means a set of specification data, often a document meant to be printed or downloaded, with no transactional elements. If someone asks what an online store's "product page" needs, they mean the first of these: a web page with a price and the ability to buy, not a PDF spec sheet.

Google itself draws the same line at the structured-data level, and it's a useful test for which category your page falls into. Product snippet is used for "product pages where people can't directly purchase the product" — it gives more room for reviews and detail. Merchant listing is used for "pages where customers can purchase products from you" — it shows size, delivery and return policy, and always includes a price. If your product page has a "buy" button, you're aiming at the second type — which means concrete, countable data requirements (name, image, offers with a price above zero and a currency) that come back later in this article.

How good are product pages in practice — the benchmark

Before the requirements, it's worth knowing how an average product page compares to everyone else's. The Baymard Institute, a research firm specialising in ecommerce usability that has spent more than two years testing the product page alone, benchmarked 343 leading US and European stores, manually checking 18,000+ product-page elements. The result: 49% of stores have a product page rated "decent" or better, 51% "mediocre" or worse (baymard.com/research/product-page, read 1 October 2026). Only a couple of sites now score "very poor", compared with 4% scoring below "poor" in 2021, and none of the benchmarked stores reached "Perfect" or "State of the Art."

One thing worth keeping in mind when citing this figure: the page doesn't date-stamp the specific benchmark round beyond the comparison to 2021 — treat "49%/51%" as the latest available result of this particular Baymard research programme, not a number tied to one named year. The study sits inside a wider Baymard programme covering 25 rounds of qualitative testing and more than 4,400 participant-site "Think Aloud" sessions — usability research, not a declared-preference survey, a distinction worth keeping in mind whenever a usability benchmark gets compared with survey data.

Photos and product variants

Photos and variant choice (colour, size, volume) are the first two things a customer sees, and both carry consequences beyond the page itself. Every product variant — as Google's documentation on URL structure for ecommerce sites puts it — should be set up so "each variant can be identified by a separate URL," either as a path segment (/t-shirt/green) or a query parameter (/t-shirt?color=green). That has a practical consequence: if variants don't have their own addresses, it's harder to link to a specific colour from an ad, a product feed or a search result.

The image itself is also subject to a formal Google Merchant Center requirement that isn't enforced yet, but already has an announced start date: "We recently announced new image size requirements of at least 500 x 500 pixels for all product images. Enforcement of the new requirements will begin January 31, 2027." As of today (1 October 2026), the requirement is announced but not yet active — a good moment to set your minimum image resolution above 500×500 px ahead of time, rather than fixing a whole catalogue under deadline pressure once 2027 arrives. The image itself can't carry promotional text, a watermark or a border. The full set of Merchant Center's image and product-data requirements, together with platform integrations, is covered separately in our article on Google Merchant Center.

On a phone, the gallery and variant switcher behave differently than on a desktop: thumbnails and the colour or size switcher need to be large enough to hit with a thumb, not just a cursor. That's a general touch-interface design principle, not a single countable figure — but it's worth treating it as a priority, not an afterthought. Mobile accounts for a majority of page views across Europe: StatCounter measured 55.41% mobile versus 42.32% desktop across Europe in September 2026 (gs.statcounter.com/platform-market-share/desktop-mobile-tablet/europe, read 2 October 2026) — though that's a share of page views across StatCounter's own panel, not a measurement of which device people actually complete a purchase on. We don't have a public EU-wide study answering that narrower, purchase-specific question to cite here, so there's no figure to put next to the StatCounter numbers above — but either way, testing a product page only on a desktop screen means testing against the page-view minority, not the majority.

Price and promotions — the 30-day rule and delivery-cost visibility

If you cut a product's price, EU law imposes a specific information duty, independent of what you consider "fair" marketing. The Price Indication Directive 98/6/EC, Article 6a — inserted by the "Omnibus" Directive (EU) 2019/2161 and applied across the EU since 28 May 2022 — requires that any announcement of a price reduction show, alongside the reduced price, the lowest price charged in at least the 30 days before the reduction. The directive leaves three options to member states: different rules for goods that deteriorate or expire rapidly, a shorter reference period for products on the market for less than 30 days, and — for a reduction that is progressively increased — using the price before the first reduction as the reference. The duty covers any announcement of a price reduction, not only the product page, so check your own country's transposition for which of these options it uses.

The second part of pricing that isn't a legal requirement, but regularly comes back as a reason for customer frustration, is a delivery cost that isn't visible early enough. Baymard, in its table of cart-abandonment reasons based on its own survey of US online shoppers (the page doesn't state a sample size or survey date), reports that 40% of respondents consider extra costs — shipping, taxes, fees — too high, and 12% don't see the total cost up front (baymard.com/lists/cart-abandonment-rate, read 1 October 2026). That's checkout data, not product-page data — but the practical takeaway is simple: if delivery cost first appears in the cart rather than already on the product page, the customer finds out about it later than they should. The full breakdown of cart-abandonment reasons and how to design checkout around them is covered in our article on cart abandonment — and there you'll also find how visibility of payment methods and payment-gateway fees plays into the same logic.

Google has its own, formal requirement here, on the landing-page side of the feed: the price on the product page has to be shown clearly and must "match your product data," and the layout "shouldn't cover important information" with a pop-up or banner. In other words: the price you submit to Merchant Center and the price shown on the product page are formally two datasets that have to agree, not just "look similar."

Buy button on mobile, and room for cross-sell

Two elements of a product page are less about what's on it than about where it sits — and both matter more on a phone than on a desktop, because the screen is smaller and the description, specification and reviews easily push the buy button far below the first screen.

Add-to-cart button. The mechanism is straightforward: if a product description is long (photos, specification, reviews), a customer reading it on a phone scrolls the "buy" button off-screen and has to scroll back up to place the order. A sticky buy button, shown as a fixed bar at the bottom of the screen regardless of how far the customer has scrolled, removes that step back up. This is mechanism-based reasoning about scrolling, not a finding from a specific, publicly available study — we didn't find a free, source-verified Baymard item (or anyone else's) with a countable figure for a sticky mobile buy button, so no number or study reference is given here.

Cross-sell — "frequently bought together." Here the data does exist, and it's specific. Baymard distinguishes two types of suggested products on a product page that need to be kept visually separate: "suggestions for alternative products help the user find the 'right' product" versus "suggestions for supplementary products help them find additional items to go along with that product to 'finish the package'" — the "frequently bought together" mechanism. From Baymard's benchmark: "58% of all major e-commerce sites only offer one of these cross-sells, or show both in the same cross-sell element" — more than half of large stores either show only one type or mix both into a single, unclear module. Source: baymard.com/research-articles/product-page-suggestions, an article from 25 November 2014, read 1 October 2026 — one of Baymard's older pieces, so treat the specific figures as indicative rather than a current benchmark.

Baymard also sets out what a cross-sell item itself needs so it isn't an empty banner: a high-quality thumbnail, the full, uncut product title (a truncated title "can be just as harmful as providing no product title at all"), the price, and the average user rating together with the number of ratings — plus, "if warranted," variant information and brand. According to the same research, "68% of benchmark desktop sites are missing one or more of these essential item attributes" (baymard.com/research-articles/product-page-suggestions-information, an article from 23 March 2021, read 1 October 2026) — more than two-thirds of desktop stores don't show every one of these elements at once. Baymard states explicitly that mobile needs the same level of detail as desktop — a "frequently bought together" module cut down on mobile to a thumbnail alone, with no price or rating, isn't a shortened version, it's an incomplete one.

Placement in the page layout matters too — our own assessment, based on the scrolling mechanism, not a finding from the cited research: cross-sell placed close to the price and buy button (say, right under the variant selector) has a chance to influence the decision before the customer makes it. The same module dropped below customer reviews — in practice, near the bottom of a long page on mobile — lands in a dead zone: a customer who's scrolled that far has already decided, or already left.

Information required by law (GPSR)

Separately from price, the content of the product page itself is subject to the EU's General Product Safety Regulation (GPSR, Regulation (EU) 2023/988), which has applied since 13 December 2024. Article 19, on distance sales, requires that an offer sold at a distance show, clearly and visibly, at least: the manufacturer's name and postal and electronic address (plus those of an EU-based responsible person, if the manufacturer is outside the EU); information to identify the product, including an image; and any warnings or safety information in a language easily understood by consumers, as determined by the member state where the product is sold (Regulation (EU) 2023/988, EUR-Lex). This isn't marketing copy — it's a concrete dataset that has to appear on the product page (or directly next to it), regardless of how well the benefits copy reads.

Separately, Directive 2011/83/EU on consumer rights gives online shoppers a 14-day right of withdrawal, without having to give a reason (Article 9). Article 16 lists exceptions worth flagging on the product page itself, before the customer places the order: goods made to the consumer's specifications or clearly personalised, and goods liable to deteriorate or expire rapidly, don't carry a right of return. If you sell personalised or fresh products, that's information a customer should see before clicking "buy," not only buried in the terms and conditions. (The 14-day period and these exceptions are fully harmonised across the EU, but both directives reach shops through national implementing law — check your own country's act for the exact wording.)

Availability, delivery time and returns

Information on availability, delivery time and return terms isn't legally mandatory in the same sense as GPSR, but it's worth showing clearly for a simpler reason: it's exactly the kind of information whose absence or ambiguity creates the friction Baymard's own checkout data already quantified above — the 40% who find extra costs too high, the 12% who don't see the total cost up front. Showing delivery time and return terms clearly, close to the price — not only in a separate "Delivery & Returns" tab a customer rarely reaches before deciding — is the practical takeaway.

Delivery mechanisms and carrier integrations are covered in our shipping article, and return terms and process in our returns article.

Reviews

If a product page carries customer reviews or a rating with review/aggregateRating structured data, an additional Google rule applies: fabricated reviews, and reviews collected in exchange for a benefit to the customer, are prohibited. We're not quoting the exact wording of that rule here — it wasn't independently verified word-for-word in this source review — but the prohibition itself is unambiguous and applies to any product page using that kind of markup.

If you're writing your own editorial review of a product (useful for a page that's also part guide), Google's dedicated guidance on product reviews gives concrete advice: "Evaluate from a user's perspective," "Demonstrate that you are knowledgeable about what you are reviewing — show you are an expert," "Explain what sets something apart from its competitors." On length, Google is direct: "When writing reviews, focus on the quality and originality of your reviews, not the length, following as many of the above best practices as you are able." — there's no formal word-count minimum a product-page review needs to hit to "count" with Google.

Structured data and Merchant Center

For a product page to appear in Google's free shopping results or in ads, it has to carry the right structured data. Merchant listing (pages where a product can be bought) requires the name, image and offers properties — and offers needs a price above zero and a priceCurrency. The same data, also submitted as a file to Merchant Center, carries character limits: the title ([title]) up to 150 characters, the description ([description]) up to 5,000 characters — both attributes are marked "Required" in the product data specification. How to write within those limits while still convincing a customer is covered separately in our article on product description SEO.

A separate attribute is the GTIN (UPC, EAN, JAN or ISBN): it's "strongly recommended if the product is widely manufactured and has a GTIN," and products "with an assigned GTIN but submitted without one may have limited visibility." Not every product needs one: store-brand products, replacement and OEM parts, custom-made products, books published before 1970, antique and vintage items, and pre-order products can go without — Google asks for brand and MPN instead. One thing is flatly prohibited: "Don't make up, guess, or include values from similar products." Whether your product pages are even visible to Google in the first place — before limits and GTIN become relevant — is part of a full ecommerce SEO ranking review, with the rest of the SEO section covered in our ecommerce SEO hub.

Product page checklist

The three layers above — customer, law, Google — concern different fields and fail in different ways. Weak content doesn't block anything technically, it just doesn't convince. Legal gaps (no GPSR information, no visible 30-day reference price) are a matter of law regardless of whether anyone notices. Gaps in Google's data limit a product's visibility regardless of how good the page itself is. Bringing all three into one list to run through for every product:

• The product page has its own URL, and every variant (colour, size) has its own URL or parameter, not just interface state with no address.
• The main image is at least 500×500 pixels (aim higher, ahead of enforcement starting 31 January 2027), with no promotional text or watermark burned into the file.
• The gallery and variant switcher have touch targets large enough for a thumb on mobile — the page is tested on a phone, not only on a desktop.
• If the price is reduced, the lowest price charged in the 30 days before the reduction is shown next to it (check your member state's rules for new products and perishable goods).
• Delivery cost is visible on the product page, not revealed for the first time in the cart.
• On mobile, the add-to-cart button is reachable without scrolling back to the top, regardless of description length.
• Cross-sell distinguishes alternative products from supplementary ones, doesn't mix them into one module, and shows a thumbnail, full title, price and rating for each — the same level of detail on mobile as on desktop.
• Cross-sell sits close to the price and buy button, not below customer reviews at the end of the page.
• The manufacturer identification and safety warnings GPSR requires are shown "clearly and visibly," in a language the customer understands.
• If a product is made to order or perishable, the withdrawal exception is shown on the product page, not only in the terms and conditions.
• Delivery time and return terms are shown close to the price, not only on a separate tab.
• The title and description in Merchant Center data stay within the 150- and 5,000-character limits and match the content on the page.
• The GTIN is submitted if the product has one; if it doesn't, brand and MPN are submitted instead — no number is guessed.
• Reviews and ratings marked up with structured data are genuine, not collected in exchange for a benefit to the customer.

A full, interactive version of this checklist, alongside the rest of a store's UX elements, is on our UX store checklist page. If you'd rather go through it with someone who'll do it for your whole catalogue, get in touch.

Sources

Baymard Institute — Product Page UX

Baymard Institute — Cart Abandonment Rate Statistics

Baymard Institute — Product Page Suggestions

Baymard Institute — Product Page Suggestions, Information Requirements

Google Merchant Center Help — product data specification: title, description and image requirements

Google Merchant Center Help — GTIN and other unique product identifiers

Google Merchant Center Help — landing page requirements

Google Search Central — Writing high-quality reviews

Regulation (EU) 2023/988 on general product safety (GPSR)

Directive 2011/83/EU on consumer rights, consolidated text

Directive (EU) 2019/2161 ("Omnibus"), amending Directive 98/6/EC