Knowing where your product falls on this consideration scale will dictate how much or how little information is needed to effectively present your product, explain what it does, and clarify how it helps your customers.
Mid- and high-consideration products typically require more copy to provide customers with the information they need before purchase. Make sure this copy is succinct, gets to the point, and flows logically from your unique selling proposition. Don’t overwhelm customers by listing or explaining every feature and detail of your product—save that for an individual product’s description page.
Ultimately, your Store should feature just enough copy that any visitor can understand what you’re selling, why it’s different from similar products, and how it will benefit them. For mobile optimization purposes, keeping copy to a minimum in your Store is ideal without sacrificing any of the above attributes. Lastly, the copy and design of your Store should be cohesive and work together to paint a full picture of your brand and product(s).