A product catalogue is one of the most important sales tools an exporter has. Buyers use it to understand your range, compare options, share with colleagues, and prepare enquiries. A clear, professional catalogue makes buying from you easy. A confusing or outdated one creates doubts and extra questions.
Who Uses Your Catalogue
- Purchasing managers comparing suppliers
- Product developers looking for ideas
- Colleagues and managers who never met you
- Buyers reviewing options after a trade fair
Your catalogue often reaches decision-makers you never speak to directly — so it must speak for you.
Structure
- Cover: company name, logo, and a clear statement of what you make
- Company introduction: a short page on who you are, capabilities, certifications, and markets served
- Product categories: organised logically, with a contents page
- Product pages: one product or product family per page or spread
- Customisation options: materials, colours, sizes, branding, packaging
- Quality and compliance: testing, certifications, quality control
- Ordering information: MOQs, lead times, payment terms, Incoterms offered
- Contact page: names, email, phone, website, and address
Product Page Content
For each product:
- Clear photographs: multiple angles and details, on consistent backgrounds
- Item code for easy reference in enquiries
- Product name and description
- Specifications: materials, dimensions, weights, capacities, finishes
- Available options: colours, sizes, customisation
- Packaging details: units per carton and carton dimensions where useful
- Certifications relevant to the product
💡 Item codes save everyone time
Give every product and variant a unique code. Buyers can then send enquiries like "Please quote 500 pieces of LB-204 in black" — and your quotations, samples, and orders all reference the same code.
Photography
Photography is the most important element. Invest in:
- Consistent lighting and backgrounds
- High resolution, suitable for print and screen
- Detail shots of materials, stitching, and finishes
- Lifestyle images showing products in use
- Scale references where size is unclear
Should You Include Prices?
Many exporters keep prices out of the main catalogue, because prices vary by quantity, specification, Incoterm, and time. Instead, provide a separate price list for qualified buyers, or quote on request. Include MOQs and lead times so buyers know what to expect.
Formats
- PDF catalogue: easy to email and print — keep file size manageable, ideally with a compressed version for email
- Web catalogue: product pages on your website, searchable and always up to date — see export website that wins buyers
- Printed catalogue: for trade fairs and visits — see trade shows for exporters
- Short digital brochures for first contact, with a link to the full catalogue
Language
English is standard. For key markets, translated versions can make a strong impression. Use professional translation.
A Short Catalogue for First Contact
Your full catalogue may run to dozens of pages — too much for a first email. Create a short version of four to eight pages: company introduction, your strongest product categories, key certifications, and contact details. Keep it under a few megabytes so it passes email filters and loads quickly on a phone. Send the full catalogue once the buyer shows interest in a specific range.
Make It Easy to Order From
Add practical details that shorten the path to an order:
- A clear note on how to request samples
- Your standard MOQs and lead times per category
- The Incoterms you normally quote
- A QR code or link to the matching product pages on your website
- The name and direct contact of the person who handles enquiries
Keep It Current
Outdated catalogues with discontinued products, old contact details, or expired certifications damage credibility. Review your catalogue at least twice a year and date each version.
Brand Consistency
Use consistent colours, fonts, and logo usage across your catalogue, website, and other materials. Consistency signals professionalism. See branding for exporters.
Frequently Asked Questions
Should an export catalogue include prices?
Many exporters exclude prices from the main catalogue and provide separate price lists or quotations, because prices vary by quantity, specification, and Incoterm.
What format is best for an export catalogue?
A PDF for email and print, supported by product pages on your website, works well for most exporters. Printed versions are useful at trade fairs.
How often should I update my product catalogue?
At least twice a year, and whenever products, certifications, or contact details change.
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