Advice to take nice photos and write a good description is everywhere. The trouble is that marketplaces never grade you on nice. They check specific numbers, and each platform has its own set: a product card name is cut off at 110 characters on Prom.ua, 255 are allowed on ROZETKA, 150 on Epicentr. Those three, plus Google Merchant Center for shopping ads, are where most Ukrainian sellers actually trade, and a card built perfectly for one of them will fail moderation on the next. What follows is the literal wording of their requirements gathered into single tables, with a marker everywhere the platform has published nothing at all.
What a product card is
A product card is the page that carries the full set of data about one item: name, photos, price, description, attributes, availability, SKU and barcode. For the buyer it is the only source of information before purchase, for a store it is the landing page arriving visitors see from search, and for a marketplace it is a set of fields that decides which categories, filters and curated selections the item falls into.
The gap between a card on your own site and a card on a marketplace runs deeper than design. On your own site you decide how it looks and what goes into it. On a platform the card has to fit somebody else's template: if the attribute you need does not exist in that category's structure, it will not appear, no matter how many times you type it in.
Every figure below comes from the official seller documentation: support.prom.ua, sellerhelp.rozetka.com.ua, supportm.epicentrk.ua and the Google Merchant Center product data specification. Checked as of August 2026.
What a product card must contain
The minimum working set: an informative name with brand and model, three to six photos from different angles, price and availability, a description covering functions and what is in the box, attributes for filters, SKU, barcode, brand and warranty, plus weight and packed dimensions. That last pair affects delivery options rather than sales.
- Name covers product type, brand, model, key attribute. No slogans, no bestseller labels.
- Photos: the first one shows the product itself, centred, with nothing covering it.
- Price and availability synced to the warehouse, not refreshed once a week.
- Description: functions, compatibility, contents of the box, everything the attributes leave out.
- Attributes are what the category filters are built from.
- Identifiers: SKU, barcode, brand, warranty.
- Logistics: weight and packed dimensions.
Logistics is the line skipped most often, and it works against you quietly. Epicentr treats dimensions and weight as mandatory fields and asks for them in millimetres and grams, because shipping cost is calculated from them. On Rozetka, empty attributes throw errors when the order's dimensions are calculated and cut down the list of pickup points the buyer can choose.
How many characters a product name can have
Each platform sets its own name limit: Prom.ua allows 110 characters, ROZETKA 255, Epicentr 150, Google Merchant Center 150. Prom then warns that a shopper sees the first 70 characters or fewer on screen, while Rozetka advises keeping the name under 60 characters for SEO. So the practical target is roughly 60–70 characters; the rest of the limit exists for data completeness, not for display.
| Platform | Name limit | What the buyer sees |
|---|---|---|
| Prom.ua | 110 characters | first 70 or fewer |
| ROZETKA | 255 characters | SEO optimum under 60 |
| Epicentr | 150 characters | not published |
| Google Merchant | 150 characters | depends on the ad format |
The naming formulas the platforms suggest are similar, though not identical. Rozetka wants product type, brand, model, colour, attributes, SKU in brackets. Epicentr asks for product type, distinguishing feature, brand, model, attributes, colour, SKU. Prom imposes no formula at all and instead gives examples along the lines of "Samsung Smartphone Galaxy S20 Ultra 12/128Gb".
Where it gets awkward is the bans, which only partly overlap. Rozetka spells out that promotional words such as "Sale", "Discount", "New" and "Top" are forbidden, along with graphic symbols, punctuation outside model designations, and the word "Original". Epicentr forbids full caps, punctuation, special characters and the same "Sale", "Discount", "Clearance", "Reduced". Prom keeps a different list of its own: no emoji, no region names, no contact details, no full caps and, as a separate line, SEO words such as "buy" or "wholesale". Words like "sale" and "hit" are not mentioned in Prom's list at all.
One practical conclusion comes out of this. The common denominator across all three is a name with no caps lock, no emoji, no promotional words, no contacts and no "buy". That name passes everywhere. Tuning a name to be persuasive on one platform breaks it on the other two.
How much naming precision actually decides is easy to show with a live case. While building a price monitoring tool we queried Rozetka's search for "EcoFlow DELTA 3 Max". The first result the system returned was a different model, the DELTA 3 Max Plus. Platform search matches strings, not entities, and if your name differs from the reference one by a single word, the product ends up either in the wrong selection or sitting next to somebody else's listing, against which it will be compared on price.
Which fields are actually mandatory
The mandatory minimum differs sharply between platforms. Prom requires only the item ID, name, category and description; SKU, barcode and attributes are formally optional. Rozetka additionally requires a brand, at least one photo and a minimum of 3 attributes. Epicentr is the strictest: name, SKU, price, availability, unit of measure, multiplicity, photo, country of manufacture, brand, category, attributes, description, plus dimensions and weight.
| Field | Prom.ua | ROZETKA | Epicentr |
|---|---|---|---|
| Name | mandatory | mandatory | mandatory |
| Description | mandatory | optional | mandatory |
| Brand | only for vendor.model | mandatory | mandatory |
| SKU | optional | optional | mandatory |
| Barcode | optional | only 4 electronics categories | not published |
| Attributes | 2–3 recommended | minimum 3 | top and main ones mandatory |
| Dimensions and weight | optional | affect delivery | mandatory, mm and g |
A trap hides here, and sellers walk into it when moving from one platform to another. A catalogue assembled to Prom's minimum will not upload to Epicentr at all: no SKUs, no country of manufacture, no units of measure, no multiplicity. Which is why a feed meant for several platforms is built to the strictest of them rather than the simplest.
One more subtlety for anyone assembling a feed by hand. In Prom the barcode tag does not mean a barcode; it is a synonym for the SKU, and the real GTIN travels in a separate tag intended for the Google Merchant Center feed. Confuse the two and your products reach Google with no identifier.
How photo requirements differ
Rozetka accepts images from 400×400 to 4000×4000 px, 1000×1000 being optimal, in JPEG, PNG, GIF or WebP, up to 10 MB, from 1 to 15 per card. Epicentr demands a minimum of 500×500 px, recommends 1280×1280, allows 1 to 10 photos and requires the product to fill at least 80% of the frame. Prom works the other way round and caps the top end: maximum width or height 1280 px, with anything larger compressed automatically.
| Parameter | ROZETKA | Epicentr | Prom.ua |
|---|---|---|---|
| Size | 400–4000 px, optimum 1000×1000 | min. 500×500, rec. 1280×1280 | maximum 1280 px per side |
| Count | 1–15 | 1–10, 2–8 recommended | 1–10 in the feed |
| Formats | JPEG, PNG, GIF, WebP | not published | JPG, GIF, PNG |
| File weight | up to 10 MB | not published | up to 10 MB |
| Background | white, light or transparent; pastel yes, bright no | white or plain, black excluded for the main image | not published |
| Product in frame | no selfies or collages on the main image | at least 80% of the frame | must match the product |
| Text on the photo | first photo clean; a semi-transparent maker's mark allowed | watermarks, captions, logos banned | contacts, QR codes, judgemental captions banned |
Two Epicentr bans are worth memorising separately, because neither is obvious: a selfie with a phone in shot, and a black background on the main image (as an additional photo, black is fine). Prom words its own ban differently and more broadly: no images carrying contact details, QR codes or subjective captions along the lines of "Best offer on the market".
The empty cells in that table are not an oversight. Prom publishes neither a minimum photo size nor any background requirement, and Epicentr publishes neither file formats nor a maximum file weight. If you find those numbers in somebody else's article, they came either from personal experience or from thin air.
How to write a product description
A description should carry what the attributes cannot: functions, compatibility, contents of the box, use cases. Prom and Rozetka allow up to 50,000 characters, Epicentr 1500 in its manual form. HTML is permitted everywhere, but inside an XML feed it has to be wrapped in CDATA or the markup collapses. One restriction is identical on all three: no contacts, no links, no prices of other products, no delivery terms and no promotions.
| Parameter | Prom.ua | ROZETKA | Epicentr |
|---|---|---|---|
| Maximum characters | 50,000 | 50,000 | 1500 (1000 rec.) |
| Minimum | 30 recommended | not set | not published |
| HTML | allowed, no code that breaks the page | allowed, whitelist of tags | p, b, ul, li, table, tr, td |
| Length guideline | electronics 400–800 characters | not published | 1000 recommended |
Prom offers one useful hint the others do not: put what matters most in the first 160–500 characters. That is precisely the slice shown in previews and in listings, and it decides whether anyone expands the description at all.
Pasting your own contacts or delivery terms into the description is the most common mistake of the lot. The seller's logic makes sense: you want the buyer to write to you directly. So does the platform's logic: it is paying for that buyer with traffic and has no intention of handing the customer over. On Prom such a listing gets hidden from the catalogue, on Rozetka it moves to hidden as well.
The second mistake is subtler. A description copied from the supplier already sits word for word in a hundred other stores. On a marketplace that survives, because ranking there follows its own rules. On your own site duplicated text almost guarantees the page will never collect search traffic. For a store, a unique description is not a matter of polish but of whether anyone arrives from Google.
Which language to fill the card in
The two big platforms pull in opposite directions here. Prom cites Ukraine's state language law and requires every field to be filled in Ukrainian, with duplication in other languages permitted. Rozetka allows either Ukrainian or Russian at your choice, and bans other languages except for English brand and model names. Both platforms offer auto-translation, but it only works on empty fields.
That last clause is where the real problem hides. Prom's auto-translation fills empty fields only: if both language versions already hold text and you edit one, the other will not update. You correct a price or an attribute in the Ukrainian card, and the Russian version keeps showing stale data for months, with nobody the wiser until a buyer complains.
Feed imports follow an even harsher and less intuitive rule. For a Ukrainian name to update, the file must contain both populated fields, the Ukrainian name and the Ukrainian description. Leave the description out and the name stays as it was. It works in the mirror direction too: without a Ukrainian name, the description will not update. A catalogue in that state reports back as a feed that ran without errors, while half the fields sit unchanged.
Why attributes matter
Attributes are what a platform builds its category filters from. Rozetka requires a minimum of 3 and advises filling in every one the category offers, because filter parameters directly affect where the product surfaces on the site. Prom does not require attributes at all, yet quotes a figure of its own: products with attributes filled in convert threefold better on average than products without them.
The practical consequence is easy to picture. A shopper rarely scrolls a whole category; they hit filters instead, for size, colour, wattage, compatibility. An item with three attributes out of a possible twenty drops out of most of those selections and stays in the part of the catalogue almost nobody physically reaches.
Visibility is not the only casualty. On Rozetka, unfilled attributes close off access to the Smart programme, narrow the list of delivery branches and break the calculation of order dimensions. Epicentr makes both the top attributes and the main attributes mandatory, and it is the main ones that operate as filters on the storefront.
Prom has a separate trap too. Custom attributes you invent yourself never reach the catalogue filters: they show up only as extra information inside the card. The time spent on them converts into nothing visible.
Why a product fails moderation
Rozetka names seven mistakes sellers make most often: a range of goods instead of one product in the photo, third-party information or advertising, the wrong category, poor or missing photos, an uninformative name, missing attributes, and duplicate listings sharing a name or an ID. Six of the seven take a couple of minutes per item to fix.
The problem starts when there are two thousand items and the mistake is systemic. Say the whole catalogue was exported with one name template, or with photos carrying your store's logo. Then it is not one product that gets hidden but the entire batch, and bringing it back means reuploading the feed from scratch.
Some causes cannot be fixed at all, and it is better to know that before registration rather than after the catalogue is live. Selling dropshipped goods on the ROZETKA marketplace is banned in plain text in the rules, and the contract can be terminated unilaterally over it. So if you work on a dropshipping model, your choice of platform is settled at the start, before you spend two months formatting listings that have no right to sit there. Counterfeits and replicas are equally terminal: the store gets blocked on buyer complaints.
Prom frames its sanctions around service quality rather than content. Products are pulled if the seller drops below 80% positive reviews or below 60% successfully completed orders. No amount of card editing repairs that.
How long moderation takes
There is no single timeframe, and the platforms behave very differently. Epicentr publishes its timings: products from new companies that have uploaded fewer than 20 items are processed within 2 days, while everyone else reaches the moderators every 5 days. Rozetka says outright that no fixed deadlines exist and products are handled in queue order. Prom publishes no moderation timings whatsoever.
In practice that means only Epicentr lets you plan a launch against a date. Prices, availability and stock on ROZETKA refresh automatically within the hour, but the card content itself waits on a moderator for an unknown stretch. Ahead of a sale or a season that gap matters.
Something else worth factoring in early: once a product is published on Epicentr, its name, SKU, brand and category can no longer be changed. Other edits go through re-moderation. A naming error uploaded across two thousand items cannot be cured by patching the feed, which is exactly why checking the rules on ten products is cheaper than checking them on the whole catalogue.
Why cards do not show in Google Merchant Center
The usual reasons for rejection in Merchant Center: text, watermarks and promotional overlays on the main image; missing or incorrect GTIN, or MPN paired with brand; a mismatch in price or availability between the feed and the product page; and a category taken from outside the Google taxonomy. Violations left unfixed for 28 days move an account from warning to suspension.
Google's image rules are tighter than most platforms', and they are about to get tighter still. The product has to occupy 75–90% of the frame, the maximum file weight is 16 MB, resolution is capped at 64 megapixels, and 1500×1500 upwards is recommended. A minimum of 500×500 px across all categories takes effect on January 31, 2027, with warnings already appearing in accounts today. Rozetka repeats that date in its own help centre, so the platform is clearly preparing sellers in advance.
This is the case where one small thing switches off an entire sales channel. A tidy "-30%" badge added by a designer looks harmless and removes the listing from shopping ads completely. Rozetka states it directly: text on the first photo means the product will not appear in Google Shopping ads.
Identifiers follow their own logic. A GTIN is required if the manufacturer assigned one. No GTIN means you supply mpn plus brand. If none of that exists (handmade, vintage, books published before 1970), you set identifier_exists = no. Setting that value on products that do have an identifier is a bad idea, though: Google lists it as a separate cause of warnings and rejections.
One more common cause gets almost no coverage: a mismatch between the feed and the landing page. If the feed says UAH 2,400 and the page says UAH 2,590, or the feed says in stock while the site says made to order, the product is rejected. Automatic feed refresh on Epicentr, incidentally, runs once every 24 hours, which may not be enough when prices change daily.
What to do about prices and availability
Prices and stock levels break cards more often than content does. Rozetka displays prices in hryvnia without kopiykas and blocks sharp swings: a threefold increase or a twofold drop is treated as an error. Prom bans stale prices, prices in foreign currency without conversion, and technical prices such as UAH 1, and it forbids the In stock status when dispatch takes longer than 3 days.
A separate Prom trap concerns categories. Every category has a minimum price, and if a product was placed in the wrong category, the algorithm may hide the price as understated. The seller keeps seeing the product in their own cabinet and cannot work out why no orders arrive.
Stock synchronisation is a technical job of its own, and it is routinely underestimated. A single catalogue distributed across several platforms has to report identical availability everywhere; otherwise the seller collects cancelled orders, and with them a falling share of successful orders, the very metric Prom uses when it removes products.
How long filling in cards takes
One decent card from scratch runs 15–30 minutes on average: sourcing and processing photos, writing the description, filling in attributes, checking everything against the platform's requirements. By hand, 15–25 items per working day is realistic. A catalogue of a thousand products is therefore around two months for one person, which is exactly why it usually gets outsourced or uploaded by feed and finished off afterwards.
Arithmetic settles this question. With a small catalogue that rarely changes, doing the cards yourself is perfectly sensible. Once there are thousands of items and the supplier reshuffles the range every month, manual work turns into a permanent salary line, and it becomes cheaper to build an export that pulls the data automatically and to polish only the top sellers by hand. When your own time stops adding up, we take the job on — product content and catalogue filling in batches from 100 items.
Bulk upload has its own ceilings. Epicentr accepts an XLSX template of up to 10,000 products and no more than 50 MB per file, with automatic refresh from an XML link once every 24 hours. Prom recommends keeping a YML file within 180 MB. Rozetka requires the price list address to be static and never change, and product IDs to consist of Latin characters and digits only: Cyrillic and spaces in an ID are banned.
How a card on your own site differs from a card on a marketplace
On your own site a product card does two extra jobs it never has on a platform: it sells without competitors sitting next to it in a listing, and it collects search traffic. So its composition grows to include elements Prom or Rozetka would handle for you: a visible buy button, product variants, availability, delivery and returns terms, reviews, breadcrumbs and Product markup from schema.org.
Most articles list the same set of elements, and the list genuinely works: a gallery with zoom, price, button, colour and size variants, a delivery block, warranty, reviews, related products. The difference is that on your own site all of it is your responsibility, structured data included.
Product markup is the piece that earns its keep hardest here. It feeds price, availability and rating into the snippet, and it also makes the card readable for AI answers. The query for product card demonstrates this plainly: in Ukrainian results the AI Overview sits in fourth position, above half the organic listings. What it assembles its answer from is pages where the data is stated explicitly rather than buried in an image or in JS.
Hence a practical rule for anyone chasing AI visibility: the card's key data has to be text in the HTML. Price as a number, availability in words, attributes as name and value pairs, answers to common questions in a block of their own. Structured data on top. A product whose attributes are drawn onto an image does not exist as far as AI is concerned.
And one thing none of the guides in the results covers. People search not for a product card in general but for a product card on a specific platform: Ukrainian Google's autocomplete throws up separate queries for product card rozetka and product card prom. Nothing in the top 10 answers them. So if you run a catalogue across several platforms at once, work from the tables above rather than from generic guides about the perfect card.
When to move cards to your own site
A card on a marketplace works for the platform's domain: the search equity accumulates somewhere other than your business. Your own site starts making sense when the range is stable, when margin is thin enough that commission eats the profit, or when platform requirements contradict each other badly enough that the catalogue has to be maintained in several incompatible formats.
The most telling argument is technical. You fill a card into somebody else's category structure, and the moment the platform changes that structure your data goes stale without any involvement from you. On your own site the card lives by your rules: as many attributes as you like, your own filters, Product markup from schema.org, and a URL that accumulates rankings for years.
A workable compromise looks like this. Platforms stay a sales channel, the site becomes the source of data. The catalogue is maintained in one place and distributed to Prom, Rozetka, Epicentr and Merchant Center through feeds built to each one's requirements. Then a description gets corrected once instead of four times.
Related reading: an overview of every platform with commissions, Ukrainian marketplaces; a step-by-step guide to the easiest one to start on, how to sell on Prom.ua; and if the catalogue comes from a supplier, what dropshipping is. For your own store: which platform to build it on, a store on Horoshop and how much a website costs in 2026.