An ecommerce website, boiled down to its dry essence, is a virtual salesman at best and a slow-to-deliver electronic vending machine at worst. Consciously or not, online stores are conceived, designed, and created to sell products while making as little personal contact with a customer as possible. And as such, well-written product descriptions can have a significant impact on a store’s success. Part of the reason that ecommerce has been so successful is that it minimizes human contact. While that may sound crazy, it’s true. A minimum of human contact means that shoppers can seek and find the products they want without interacting with quirky or featherbrained store clerks, and online merchants can sell thousands of products without having to expend resources answering the same questions over and over again

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