For customers to choose your store, they need to know whether the product they want is available, whether it suits their needs, how much the purchase will cost, and how they can receive it. Check these conditions on your website and in your shop, assign responsibility for the information, and coordinate the work of sales staff, warehouse staff, and order managers.
To start, the owner can select several products and go through the customer’s steps in sequence: check the description, availability, total cost, payment, and receipt of the order. For any issues found, determine who will correct the information or process and when it will be checked again. The numerical examples and test results below are hypothetical; the actual effect of changes on sales should be checked in your own store.
1. Customers can see whether the product they want is available
The “in stock” message should refer to a specific size, color, configuration, and pickup location. If the item is at another warehouse, the manager explains when it can be collected. If the stock level has not yet been checked, the manager tells the customer that the order requires confirmation and gives a time for the check.
We recommend assigning the warehouse keeper to record receipts and transfers promptly, the sales assistant to record sales and returns, and the manager to confirm reservations. To check accuracy, the owner can compare recorded and physical stock for selected items and count orders canceled because a product was unavailable. If communications are disrupted, staff should tell customers that the stock level needs to be checked again.
2. The information answers questions about how to use the product
Customers need product details that help them decide whether it is suitable: furniture dimensions, fabric composition, charger compatibility, or care instructions. The product specialist should verify these details against the manufacturer’s documentation, and the person who updates the website should transfer them accurately. Photos of product details and of the product next to an object of known size can help customers assess its appearance and dimensions.
Legal requirement: information must be provided before purchase. Article 15, paragraphs 1–2 of Law No. 1023-XII sets out its content and how it must be provided. This includes the product name, main properties, quantity, price and purchase terms, information about the manufacturer and seller, warranty obligations, safe-use instructions, and dates, time limits, and storage conditions. Separate requirements apply to certain product categories; the general requirements apply to matters they do not cover. Mandatory warnings and information about possible hazards cannot be replaced with promotional copy.
3. The range lets customers compare suitable options
A broad product range is useful when customers can find what they need and understand how the options differ. We recommend that the category manager choose the attributes customers can compare and display them consistently: capacity, material, power, compatibility, and what is included. Suggest add-on products when they are needed to use the main purchase, and explain their purpose and price.
In the Baymard study, test participants had difficulty when available sizes were hidden in a menu. Since these observations relate to the websites studied, the results of making similar changes in your own store need to be checked separately. Two examples show what you can check in your own catalog.
Adidas: sizes hidden in a menu
In the Baymard test described, a shopper learned that her size was unavailable only after opening the list. Check whether visitors to your store can see the available options before they try to place an order.
Marks & Spencer: visible size selection buttons
In another test, a participant quickly identified the available sizes using visible buttons. Check this approach on a phone: can customers tell which option they selected and which options are unavailable?
4. The total cost is clear before the customer confirms the purchase
Legal requirement: under Article 15, paragraph 3, the seller must state the price per unit or category of product and per standard unit. Price labels must be clear, and the product price must include the taxes and mandatory charges the consumer pays when purchasing it. For packaged goods, state the price per package; for unpackaged goods, state the price per standard unit of measurement.
A manager can also show known delivery costs and services that the customer pays for separately next to a product. If these depend on the address or carrier, explain how they are calculated and confirm the amount before the order is placed. Hypothetical example: the product costs UAH 800, delivery costs UAH 80, and the payment service charges UAH 20 to transfer funds for cash on delivery; provided these costs have been agreed to be borne by the customer, the total outlay is UAH 900. The amounts in this example are hypothetical and are not the rates of any specific company. To compare package sizes: 500 ml for UAH 120 works out to UAH 24 per 100 ml, while 250 ml for UAH 70 works out to UAH 28 per 100 ml.
5. Payment methods are available and explained
The customer should know which payment methods the store actually accepts, whether prepayment is required, and how much will remain to be paid. The administrator checks that the information matches how the till and payment page operate, while the manager explains what to do if a payment fails. Under paragraph 65 of the Regulation approved by NBU Resolution No. 164, a store may not charge an additional fee for payment for its goods using a payment instrument, application, or device, including for using a particular card. A store may also not set different prices for the same product depending on whether payment is cashless or in cash.
In case of power or communication outages, the owner can define a backup procedure in advance and train staff to follow it. Test payment on a phone and check whether the customer receives a clear confirmation. One internal metric is the share of failed payment attempts out of all attempts, broken down by reason.
6. Delivery has clear timeframes and terms
We recommend that the manager state separately how long it takes to prepare an order and hand it to the carrier, and the estimated transit time. Customers also need to know the available delivery methods, any restrictions on large items, and whom to contact for a status update. This helps staff avoid implying that the store controls the carrier’s actions.
The warehouse manager should set a realistic order processing time that accounts for the work schedule, air raid alerts, and the availability of shipping services. If there is a delay, the manager should explain the reason and provide an updated plan. To check performance, track the share of orders handed to the carrier within the agreed timeframe, and separately count inquiries caused by missing delivery information.
7. Customers can easily reach the store or pickup point
An address alone is not enough for in-store pickup. We recommend that the administrator provide current opening hours, directions to the entrance, the location’s phone number, and the terms for collecting a reserved item. If a ramp, parking, or help with a large purchase is available, state the specific conditions. Update customer-facing channels promptly when opening arrangements change during an air raid alert or power outage.
The manager should confirm that the product is ready before asking the customer to travel to the store. The owner can check the process by collecting a test order: is it clear where to go, whom to ask for, and how to find the order? Record cases where a customer arrives but cannot collect it.
8. Customers know how to get support after a sale
We recommend placing a link near the product to clear instructions for warranty claims, exchanges, and returns. The manager responsible should check that the instructions match the product category and the law: one blanket promise for every product may be incorrect. Provide a contact, explain how to submit a request, and state what information will help identify the purchase.
Under Article 15, paragraph 1, customers must be given information about warranty obligations and the business that accepts claims and carries out repairs and servicing. A practical service check is whether staff can find the sale and explain the next step. Measure the time to the first useful response and the number of repeat inquiries caused by unclear instructions.
9. Specific information supports claims about quality and reputation
We recommend showing detailed photos, what is included, and verified product specifications instead of making general claims about quality. Environmental claims also need an explanation: which material was used, what exactly can be recycled, and which document supports the stated property. The product specialist should retain the supporting evidence and check that it applies to this particular product.
The manager should respond to negative reviews specifically: ask about the problem and offer a next step without disclosing personal data. Baymard observed that test participants responded positively to this kind of reply. For your own store, check whether visitors can find customer photos and distinguish a staff reply from a review.
10. Discounts and sales have transparent rules
Legal requirement: Article 15, paragraphs 4–6 permit an offer to be called a “discount” or “reduced price” when it applies to products sold directly by the seller, runs for a defined limited period, and costs less than the regular price. A “sale” must cover all goods at a particular location or a clearly defined group, be limited in time, and offer prices below the regular prices. After a public announcement, customers must be given the prices before and after the promotion begins. These rules also apply to food products.
Under Article 15, paragraph 3, if a store offers several goods, works, or services for one price, or offers the right to buy another product at a discount with a main purchase, the seller must state what the offer includes and its value, how to accept it, how long it lasts, and any limits, including quantity limits. For a single-price offer, the seller must also state the prices of its components when purchased separately. We recommend that the marketing manager agree the terms with the owner and sales staff, then check the calculation at checkout. Hypothetical example: reducing the regular price from UAH 1,000 to UAH 850 is a saving of UAH 150, or 15%.
Torgsoft: stock records, product reservations, and customer orders
According to Torgsoft’s official product overview, the software records receipts, sales, returns, write-offs, and transfers, and lets staff view stock by warehouse. This helps staff check recorded availability before confirming an order. Actual accuracy depends on transactions being entered promptly and stocktakes being carried out; in a chain with standalone databases, the freshness of central data also depends on periodic data exchange.
According to the product reservation instructions, a reservation applies to a product already in stock at the store. It involves creating an order, recording prepayment, and issuing all or part of the order. To separate reserved items from stock available for general sale, staff use a transfer to a temporary warehouse. The order expiry date does not automatically return the product to the main warehouse: a responsible staff member must monitor expired reservations.
In an order, staff can select a customer from the database to populate their contact details automatically, or enter details for an individual order. A name entered this way does not create a record in the customer database. We recommend that the owner assign responsibility for reservations, customer contact, and handover, and follow the instructions for detailed setup. A customer record by itself does not confirm that a phone number is current or that agreements have been fulfilled.
How to check changes in practice
First, review selected products and orders, fix the most frequent problems, and repeat the review using the same method. The hypothetical example below shows how to calculate and compare the results of individual workflows. To assess the impact on sales, you need to collect your own data.
| Check and responsible staff member | Before changes | After changes |
|---|---|---|
| Warehouse keeper: stock accuracy across 20 items | 16 of 20 — 80% | 19 of 20 — 95% |
| Manager: 30 orders handed over within the agreed timeframe | 24 of 30 — 80% | 27 of 30 — 90% |
| Administrator: successful checkout in 10 test tasks | 7 of 10 — 70% | 9 of 10 — 90% |
These results show changes in a specific process. To assess the effect on sales, the owner should separately account for visitor numbers, product range, seasonality, and advertising spend.
Legal sources for checking product information and promotions
- Law of Ukraine “On Consumer Rights Protection” No. 1023-XII: Article 15, paragraphs 1–2 — product information; paragraph 3 — prices and bundled offers; paragraphs 4–6 — discounts and sales.
Resolution of the Board of the National Bank of Ukraine dated 29 July 2022 No. 164 “On Approval of the Regulation on the Procedure for Issuing and Acquiring Payment Instruments”, paragraph 65 of the Regulation: prohibition on a store charging an additional fee for the use of payment instruments and setting different prices for cash and cashless payments.
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