By Carson Cobb, Fractional Head of Ecommerce. Data checked November 1, 2026.
The product page is where the sale happens or doesn’t. Most advice about product pages is opinion. This report is what 606 growing Shopify brands actually publish: how many photos, how much copy, how often video, and how they price.
The short version
- 5 photos is the typical product. One in five stores has at least a quarter of its products with one image or none.
- Only 12% of products have video. Beauty is the most likely to use it.
- The typical description is about 380 characters, roughly 60 words. One in four stores has a quarter of its products under 150 characters.
- Pricing style splits by category. Supplements and pet use .99 endings. Beauty and apparel use whole dollars.
- 69% of stores offer Shop Pay Installments, and 32% ship to only one country.
Photos, video and copy
| Category | Typical photos per product | Stores with a quarter or more of products on one photo or none | Stores with video on a checked product | Typical description length (characters) | Stores with a quarter or more of products under 150 characters |
|---|---|---|---|---|---|
| Pet | 8 | 10% | 37% | 468 | 20% |
| Beauty and skincare | 6 | 13% | 53% | 393 | 26% |
| Apparel | 6 | 3% | 39% | 331 | 22% |
| Supplements | 5 | 29% | 28% | 352 | 33% |
| Home | 5 | 21% | 45% | 432 | 23% |
| Food and beverage | 4 | 28% | 23% | 361 | 23% |
Supplements and food are where product pages are thinnest. Both have the most products with one photo or none, and supplements have the most short descriptions. For a product someone puts in their body, that’s backwards. Shoppers want to see the label, the serving size, the texture, and proof it works. Pet brands, by comparison, use the most photos and the longest copy of any category.
Video is still rare. Only 12% of checked products had one, so a short clip of the product in use is one of the easiest ways to stand out in most categories.
How brands price
| Category | Typical product price | Stores pricing at least half their products at .99 or .95 | Stores pricing at least half in whole dollars |
|---|---|---|---|
| Apparel | $79.99 | 6% | 87% |
| Supplements | $39.00 | 55% | 27% |
| Home | $39.00 | 21% | 70% |
| Beauty and skincare | $32.00 | 10% | 88% |
| Pet | $27.48 | 51% | 34% |
| Food and beverage | $24.99 | 42% | 42% |
Neither pricing style is right by default, but it should match how your category shops. A beauty brand at $31.99 looks out of place next to competitors at $32, and a supplement at $40 can look expensive next to $39.99.
Typical price also sets where your free shipping line should sit. In the tech stack report, the typical free shipping threshold shown on a homepage was $60, about 2 times the typical product price. The free shipping calculator works out yours.
What else is on the page
| Feature | All stores | Highest category |
|---|---|---|
| Shop Pay Installments | 69% | Home and apparel, 79% |
| A FAQ page | 75% | Food, 80% |
| A rewards or loyalty page | 44% | Beauty, 59% |
| A wholesale or retailer page | 42% | Food, 62% |
| A quiz page | 35% | Supplements, 56% |
| Ships to 20 or more countries | 37% | Apparel, 58% |
What to check on your own product pages
- Every product gets at least 5 images: the product, the label or details, scale, in use, and the result.
- Add one short video to your top 3 products. Most of your competitors won’t have one.
- Write enough copy to answer the real questions. What it is, who it’s for, how to use it, how long it lasts and why it’s better. 60 words rarely covers it.
- Match pricing style to your category. See the table above.
- Check the page on a phone. That’s where most of your traffic sees it.
How this was done
- Stores: 606 US Shopify stores priced in US dollars: supplements (120), beauty and skincare (124), food and beverage (149), pet (41), home (77) and apparel (95).
- Photos and copy: from each store’s public product data, up to 1,000 products per store. Description length is the visible text with formatting removed. Gift cards were excluded.
- Video: from the media published on up to 20 checked products per store (11,049 products), counting hosted and embedded video.
- Pricing: the lowest variant price on each product, leaving out products priced at $0 such as free samples. Typical price is the median of each store’s median. A store counts as .99 or whole dollar pricing when at least half its products end that way.
- Pages: published pages whose address contains FAQ or questions, rewards, loyalty or points, wholesale, retail partner or stockist, or quiz. Many quizzes and loyalty programs run on apps instead of pages, so those two are lower bounds.
- Payments and shipping: from each store’s published settings. Ship to one country means the store lists a single shipping country.
- Free shipping threshold: thresholds shown on homepages in the tech stack sample.
No store is named in this report. Want me to look at your product pages? Book a 20 minute intro call.