You wrote a detailed eBay description. Every feature, every measurement, every care instruction—all carefully documented. But on mobile, buyers see 250 characters and a "Read More" link. Most never tap it.
Create eBay descriptions that sell
Generate professional, policy-compliant listing descriptions.
Your description isn't broken. It's just playing by rules you didn't know existed.
Why eBay Descriptions Matter Less Than You Think
Here's the uncomfortable truth: eBay's search algorithm doesn't read your description. At all. Not for ranking.
Your optimized title and complete item specifics do the heavy lifting for search visibility. Cassini—eBay's search system—indexes titles and structured data. Descriptions? They're for buyers who've already found your listing.
The Role Descriptions Actually Play
Descriptions serve conversion, not discovery. Once a buyer clicks your listing, the description answers questions:
- Is this the right size/model/version?
- What condition is it really in?
- What's included?
- Can I trust this seller?
Good descriptions turn browsers into buyers. But they don't get you more browsers in the first place.
Where Buyers See Your Description
On desktop, descriptions appear below the fold—after photos, price, and item specifics. Buyers scroll to read them.
On mobile, it's worse. Descriptions are collapsed behind a "Read More" prompt. Buyers see a preview, maybe tap through, often don't.
The Mobile Reality
Most eBay browsing happens on phones. On mobile:
- Buyers see approximately 250 characters before the "Read More" link
- If your full description is 800 characters or less (with basic HTML), eBay may show it entirely
- Longer descriptions always truncate
That 250-character preview is your one chance to hook mobile buyers. Everything else is bonus content they might never see.
Understanding the "Read More" Problem
The "Read More" fold isn't a bug—it's how eBay handles mobile display. Understanding the mechanics helps you write around them.
What Mobile Buyers Actually See
eBay's mobile app and mobile web display a truncated description preview. The exact cutoff varies, but approximately 250 characters show before the fold.
Here's what that looks like in practice:
Full description (420 characters):
"Vintage 1985 Nike Air Jordan I Basketball Shoes, Size 10.5 Men's, Original Chicago colorway. These are authentic originals from the first production run. Shoes show moderate wear consistent with age—see photos for actual condition. Includes original box (some shelf wear). Perfect for collectors or display. Smoke-free storage for 20+ years. No returns accepted on vintage footwear. Ships double-boxed for protection."
What mobile shows (~250 chars):
"Vintage 1985 Nike Air Jordan I Basketball Shoes, Size 10.5 Men's, Original Chicago colorway. These are authentic originals from the first production run. Shoes show moderate wear consistent with age—see photos for actual condi..." [Read More]
Everything after "condi..." requires a tap to reveal.
The Above-the-Fold Priority
The first 250 characters must contain:
- What the item is (clear identification)
- Key differentiator (why this one vs. others)
- Condition summary (honest overview)
Details like shipping terms, storage history, and return policies can wait. Put them below the fold.
Why Most Description Content Goes Unread
Buyers decide fast. On mobile, they scan your main photo, check the price, maybe glance at the description preview. If those elements don't compel action, they scroll to the next listing.
Writing comprehensive descriptions isn't wasted effort—thorough descriptions reduce buyer questions and returns. But don't bury your hook in paragraph three. The buyers who need paragraph three will tap "Read More." The ones who don't will never see it.
What Belongs in Your eBay Description
Think of it as a conversation with someone who's already interested. What do they need to hear to commit?
Information That Builds Trust
- Authenticity markers - How you know it's genuine
- Personal ownership history - First owner, how long you've had it
- Storage conditions - Climate controlled, smoke-free
- Source - Estate sale, personal collection, retail purchase
Details Item Specifics Can't Capture
Item specifics handle structured data—brand, size, color, model. Descriptions handle context:
- Why you're selling
- How the item performs in real use
- Quirks or features not in the standard fields
- Compatibility notes and warnings
Condition Notes and Disclosures
For used items, descriptions are critical for honest condition documentation:
- Specific flaws (scratches, wear patterns, missing parts)
- Functionality notes (works perfectly, intermittent issue, for parts only)
- What's been repaired or replaced
- Reference to photos showing condition
Accurate condition descriptions prevent "not as described" disputes.
Shipping and Returns Clarity
Include:
- How the item will be packaged
- Estimated handling time (if longer than standard)
- Return policy specifics
- International shipping limitations
Create eBay descriptions that sell
Generate professional, policy-compliant listing descriptions.
eBay Description Formatting Basics
Simple wins. Complex layouts break on mobile.
Plain Text vs HTML Descriptions
eBay accepts both plain text and HTML descriptions. Plain text is safer—what you type is what displays. HTML gives formatting options but requires care.
Plain text advantages:
- No risk of broken formatting
- Consistent display across devices
- Easier to write and edit
HTML advantages:
- Bold, italic, and list formatting
- Better visual organization
- Professional appearance (when done right)
Allowed HTML Tags
eBay permits a limited set of HTML:
- Text formatting:
<b>,<strong>,<i>,<em> - Structure:
<p>,<br>,<hr> - Lists:
<ul>,<ol>,<li> - Images:
<img>(though gallery photos are preferred)
Prohibited: JavaScript, Flash, forms, iframes, meta tags, and most advanced HTML.
Font, Size, and Readability
For HTML descriptions:
- Use minimum 12px font size
- Stick to standard web fonts
- Black text on white background for maximum readability
- Avoid colored backgrounds or text
Mobile-Safe Formatting
Keep it simple:
- Short paragraphs (2-3 sentences max)
- Bullet points for specifications
- Plenty of white space
- No horizontal scrolling (test on your phone)
Character counting quirk: Each <br> tag counts as approximately 50 characters toward the 800-character mobile threshold. Each <li> counts as about 3 characters. HTML-heavy descriptions eat through your character budget fast.
eBay Active Content Policy Explained
This policy trips up sellers constantly. Especially anyone using templates from before 2017.
What Active Content Means
Active content is anything that executes code or changes dynamically. Examples:
- JavaScript (any kind)
- Flash animations or players
- Form fields and buttons
- Plug-ins requiring installation
- Cookies or tracking scripts
- Event handlers (onclick, onmouseover)
Why eBay Banned Active Content
In 2017, eBay banned all active content from listings. The reasons:
- Security risks - Malicious code could compromise buyers
- Mobile incompatibility - Most active content doesn't work on phones
- Page load speed - Scripts slow down the shopping experience
- Consistency - eBay wants uniform buyer experience
The ban is absolute. No exceptions for "harmless" scripts.
How to Check for Violations
eBay blocks listings containing active content with the error "Disallowed JavaScript/HTML Syntax."
To check existing listings:
- Edit the listing
- Look at the description HTML
- Search for
<script>,onclick,onmouseover,<form>,<iframe> - Remove any matches
Many legacy listing templates from pre-2017 contain banned elements. If you're using an old template, audit it thoroughly.
Common Description Mistakes
These cost you sales or get your listings pulled.
Mistake: Keyword Stuffing the Description
The problem: Sellers pack descriptions with search terms, hoping to improve ranking.
Example (poor):
"Nike shoes Nike Air Jordan Nike basketball shoes Nike vintage Nike Chicago Bulls Nike Michael Jordan Nike collectible Nike rare Nike sneakers Nike athletic Nike 1985 Nike original Nike authentic..."
Why it fails: Cassini doesn't index description text for search ranking. This word salad wastes precious character space and looks unprofessional to buyers.
Better approach: Write naturally. Keywords belong in your title and item specifics, not your description.
Mistake: Burying the Hook
The problem: Critical selling points appear after paragraph three.
Example (poor opening):
"Thank you for visiting my store! I've been selling on eBay since 2003 and have a 100% feedback rating. I take great pride in accurate descriptions and fast shipping. Now, about this item..."
The item description hasn't even started, and you've burned 200 characters.
Better approach: Lead with the product. Save seller credentials for the end (or skip them—your feedback speaks for itself).
Mistake: Including External Links
The problem: Sellers add links to their website, social media, or other platforms.
Example (violation):
"See more items at www.myshoestore.com" or "Follow us on Instagram @myshoestore"
Why it matters: External links violate eBay's Links Policy. Listings can be removed. The only exceptions are approved video embeds (via eBay's system) and legally required links.
Better approach: Include all information directly in your listing. If buyers want your other items, they can click your seller profile.
Mistake: Mismatched Condition Statements
The problem: The description says something different than the condition field.
Example (violation):
- Condition field: "New with tags"
- Description: "Only worn twice, excellent condition!"
This inconsistency confuses buyers and can be flagged as misleading.
Better approach: Ensure condition is stated identically everywhere—field, title, and description.
Description Templates That Work
Simple, mobile-friendly templates for common scenarios.
Template for New Items
[Product name] - [Key feature/variant]
WHAT'S INCLUDED:
• [Main item]
• [Accessories]
• [Documentation]
FEATURES:
• [Feature 1]
• [Feature 2]
• [Feature 3]
Ships from [location]. See shipping tab for delivery estimates.
Template for Used/Pre-Owned Items
[Product name] in [condition summary].
CONDITION DETAILS:
• [Specific condition notes]
• [Any flaws - be honest]
• See photos [X] and [Y] for close-ups
WHAT'S INCLUDED:
• [List everything shipping with item]
Originally purchased [when/where if known]. [Storage conditions if relevant].
Template for Parts/Electronics
[Part name] for [compatible models/years].
COMPATIBILITY:
• [Model 1]
• [Model 2]
• [Model 3]
CONDITION: [Tested/Untested], [Working/For parts]
[Any known issues or testing notes]
Returns accepted within [X] days if not compatible.
eBay Description Compliance Checklist
Before publishing, verify these points.
Do This
- Front-load critical info in first 250 characters
- Keep total description under 800 characters when possible
- Use only approved HTML tags
- Match condition statement to condition field exactly
- Upload images to eBay gallery (not embedded in description)
- Test display on mobile before publishing
- Include clear shipping and return information
Avoid This
- JavaScript, Flash, forms, or any active content
- External links (except approved video embeds)
- Keyword stuffing for "SEO" (descriptions aren't indexed)
- Long preambles before product information
- Embedded images hosted on external servers
- Fonts smaller than 12px
- Complex HTML layouts that break on mobile
How Descriptions Work With Other Listing Elements
Your description is one piece of a larger system.
Descriptions vs Item Specifics
Item specifics handle filterable, searchable attributes. They're structured data—Brand: Nike, Size: 10, Color: Red.
Descriptions handle everything else—context, condition details, compatibility notes, seller terms. They're freeform text for human readers.
Rule of thumb: If eBay has a field for it, use the field. Descriptions supplement item specifics; they don't replace them.
The Complete Listing Formula
Strong titles, complete item specifics, professional photos, and focused descriptions—that's the full package. Each element serves a distinct purpose:
- Title: Search discovery (80 characters for keywords)
- Item specifics: Filter visibility and structured data
- Photos: Visual appeal and condition verification
- Description: Buyer confidence and conversion
Frequently Asked Questions
What are the best eBay description tips?
The most important tips: (1) Put your hook in the first 250 characters for mobile readers, (2) Use bullet points for readability, (3) Be honest about condition to prevent returns, (4) Skip keyword stuffing—descriptions don't affect search ranking, (5) Test on mobile before publishing, (6) Use only approved HTML tags to avoid violations.
What should I write in my eBay description?
Focus on information that helps buyers decide: condition details, what's included, compatibility notes, and shipping/return terms. Lead with your strongest selling points in the first 250 characters (that's what mobile buyers see before "Read More").
Does eBay description affect search ranking?
No. eBay's Cassini search algorithm uses titles and item specifics for ranking—not description content. Descriptions affect buyer conversion after they've found your listing, but they don't influence search visibility.
How long should an eBay description be?
Keep descriptions under 800 characters (including HTML markup) when possible—this avoids mobile truncation. If longer, ensure the first 250 characters contain essential information, since that's all mobile buyers see initially.
Can I use HTML in eBay descriptions?
Yes, but only approved tags: <b>, <strong>, <i>, <em>, <ul>, <ol>, <li>, <br>, <p>, <hr>, and <img>. JavaScript, Flash, forms, and most advanced HTML are prohibited under eBay's active content policy.
What is eBay's active content policy?
Since 2017, eBay prohibits all active content in listings—JavaScript, Flash, forms, plug-ins, and interactive elements. Listings with active content are blocked from publishing or may be removed. This policy improves security, mobile compatibility, and page load speed.
Why does my eBay description look different on mobile?
eBay's mobile app and mobile web truncate descriptions to approximately 250 characters, showing the rest behind a "Read More" link. Descriptions under 800 characters (with basic HTML) may display in full. HTML formatting can also render differently on mobile than desktop.
Write Descriptions That Convert
Descriptions won't get your listing found. That's your title's job. But once buyers arrive, a clear, honest, mobile-optimized description turns interest into money.
For the complete eBay optimization workflow, see our guides on title optimization, item specifics, and image SEO.
Try our free eBay Description Generator to create properly formatted, mobile-optimized descriptions, so you can focus on your inventory instead of HTML formatting rules.
Create eBay descriptions that sell
Generate professional, policy-compliant listing descriptions.
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