Show what the customer is choosing
Use consistent product imagery and make the differences between variants easy to understand. A customer should be able to tell what is included, what a size means and which option they have selected.
Keep the product name and essential details close to the purchase controls. Supporting stories can add character, but should not hide the information needed to decide.
Make practical details easy to find
Delivery information, return terms and availability shape the purchase decision. Place useful summaries where the customer can find them and link to the full policies when more detail is needed.
Be explicit about any additional steps, such as customisation or a made-to-order lead time. Clear expectations help the customer choose with confidence.
Review the journey on a small screen
Walk through selecting a variant, adding it to the cart and reviewing the order on a phone. Look for controls that are hard to tap, information that disappears and error messages that fail to explain a fix.
Test the full journey with realistic product data. A neat empty layout is not a substitute for checking a long product name, several variants and an unavailable item.