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Anatomy of a Product

A typical Web Shop product will contain the following information:

  • SKU
  • Name/Product Title
  • Price
  • Brand
  • Description/Specifics/Reviews
  • Specifics
  • Categorisation
  • Product Images


A SKU (stockkeeping unit) is an identification, usually alphanumeric, of a particular product that allows it to be tracked for inventory purposes. Typically, an SKU is associated with any purchasable item in a store or catalog. Neto supports importing of existing SKU's or can dynamically generate SKU's when creating new products.


The large title identifies the product, and also acts as a page header.

Sometimes users may search for a product by its model name/number, product ID, popular colors or configurations, and even sometimes by a name that the public in general uses (think Kleenex vs. tissues or Chapstick vs. lip balm). Knowing what your customers are searching for can help when naming your products.


It’s important to include the necessary information for a product, particularly if it’s something technical, like a computer. If the resources are available, you might want to consider having your product information professionally designed with HTML/CSS, resulting in a polished, sharp look.

Resist the temptation of copying and pasting the manufacturer's product descriptions otherwise, your products will come off cold, unipersonal, unloving. Remember, you are addressing real people, not robots. Write your copy in personal way that draws your customer in.


Human beings are overwhelmingly visual. A picture tells a thousand words and more so when it comes to the product page. The image you set for your Product should be the hero of the page.

The main product image allows the user to see exactly what they're buying, with the ability to zoom into the image when hovering their mouse over it.

The alternative images underneath provide some additional views of the product being sold. Clicking on an image will open it up in a popup, with the ability to scroll through the entire range.

Some things to remember when creating images for your product are:

  • Bigger is always better
  • High quality is best quality
  • Get the lighting right
  • Always have multiple angles
  • Include some context shots
  • Be consistent with your images
  • Clean them up in photoshop if necessary

TinyPNG is an excellent online utility for compressing your images without losing their quality. We highly recommend compressing images in order to decrease page load times for your customers.


The brand name or manufacturer of the product. This one is pretty simple.


Specifics are the properties of each Product or SKU. These can be used to differentiate the variations or can be added to products to create filters (ways to narrow a search) on the website front end.

An example of a Specific would be the variation (child) SKU SAMPLE_P2_2 has the specific “Colour” with the value “Orange”. Specifics can be used to offer your customers ways to narrow their search.

Quantity in Stock

Total quantity in stock for a specified warehouse. This field is used for stock take.


To help your customers find what they are looking for, you will need to create a category tree that is easy to navigate. We recommend not exceeding three levels in your category tree.

For example: Clothing > Men’s Clothing > Pants

Cross & up Sell

There should always be room reserved for items that go well with the main product listing. Selling a high-powered torch? The customer will need some batteries, and possibly a carry case to go with it. Cross-selling is a great way to make additional revenue.

Product SEO

A title tag is the main text that describes an online document. It is the second most important on–page SEO element (the most important being overall content), and appears in three key places: browsers, search engine results pages, and external websites.

Product Images

The way you present your products online has a significant impact on sales. Amateur-looking product shots erode consumers’ trust and could send them running or worse yet, to a competitor.

Photographing your Images

When taking Product Images, keep the following mind:

  1. Camera
  2. Lights
  3. Tripod
  4. Photo Setup
  5. Aperture
  6. Shadows
  7. Clean Up

Although it used to be that having a DSLR was necessary for taking quality product photographs, smartphones have dramatically changed the game. We strongly encourage you to explore using your smartphone after you have the proper setup before committing to purchasing a higher-end camera.


While there are many photography lighting kits available, what’s most important for your setup is to get lights that operate in “continuous” mode — versus flash only — as this allows using them for video as well. In fact, shooting still photographs with lights in continuous mode as I find this makes previewing the shot easier and adds depth to the result.


You need to take longer exposures; holding your camera by hand will produce blurry images that shoppers will not like.

Photo Setup

We recommend shooting your products in front of a continuous background — often white or neutral grey. It’s a simple and professional look that is often used by major online retailers. Fortunately, it’s simple to achieve.

Craft paper and clips can make a nice do-it-yourself product shoot setup. Roll the craft paper down a long and wide table and use the clamps to attach one end of the paper to something a few feet above the table. This will produce a smooth ramp. Place your product on the craft paper just after it comes into contact with the table.

Place your setup near a big, sunny window if you want natural light, or in a dark room if you want to use your photo lights.


A wide aperture (small f-number) produces a narrow depth of field that makes your photos look richer and more professional.


Avoid harsh backlighting and other setups that cast shadows on the surface of the object. Keep the lights on the same side of the object as your camera, or slightly off to one side.

Clean Up

A big fingerprint on your product or dust on your lens produce poor, amateur results. Buy some microfiber rags and wipe everything down carefully before shooting.

Images In Neto

By default, Neto supports up to 10 images per product. This can be increased however on the Image Settings page, along with the following settings:

  • Large Image Size Dimensions
  • Small Image Size Dimensions
  • Full Size Image Dimensions
  • Number of Images per product
  • Thumb Image Quality

Neto will automatically re-size/optimise uploaded images based on these settings, so we suggest configuring these settings before adding product images.

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Last Modified: 28/09/2017