Product listings

A product listing is the unit of inventory in the catalog: a card with an article (SKU), title, images, attributes, price and stock that the buyer uses to decide on a purchase.

How product listings are structured

A product card consists of a set of elements that affect visibility and conversion. Main components:

• SKU (article) — the seller's internal identifier. It must be unique and stable.
• Supplier identifiers — EAN/GTIN, MPN/part number, serial number if applicable. Kaspi.kz uses these to merge identical products and fight duplicate cards.
• Title — the key element for search and clicks. It includes brand, model and key specs (volume, size, color).
• Images — the primary commercial asset: main photo and additional angles, packaging photos and infographics.
• Attributes — structured parameters (type, material, power, etc.) that affect filters and relevance in the catalog.
• Description — expanded text with benefits, application instructions and warranty information.
• Price and promotions — current price, price before discount, participation in Kaspi promotional campaigns.
• Stock and logistics — warehouse balances by channel: own warehouse, operator warehouse (FBO), seller-delivered (FBS).
• Metadata and status — active flag, last update date, validation errors from the platform.

It is important to understand that the same physical item can appear in the catalog as multiple listings — if key attributes match, the platform can merge offers; if they differ, cards will remain separate.

Why correctly set up product listings matter to a seller

A correct product card affects three concrete metrics: search visibility, click-through rate (CTR) and conversion to order. Sellers in Kazakhstan observe the following direct effects:

• Increased visibility: correct attributes and EAN increase the chance of appearing in relevant filters and selections. According to Kaspi sellers' experience, products with all fields filled are shown more often in the "Hits" filter and in brand searches.
• Higher CTR and conversion: quality photos and an accurate title can increase clickability by 20–60% and raise conversion to purchase by 10–30% depending on the category.
• Fewer complaints and returns: accurate characteristics and photos reduce mismatches between expectations and received product, lowering return rates and negative reviews. In electronics and apparel this is especially critical — returns can eat 5–15% of margin when return rates are high.

Common seller mistakes on Kaspi.kz and real examples

Most problems stem from shortcuts during onboarding or lack of standardized processes. Typical mistakes:

• Missing or incorrect EAN/GTIN. Without correct identifiers the platform may not merge identical offers, or conversely, may merge different products. Example: two headphones with different packaging but same incomplete GTIN were merged under one card, causing incorrect photos and specs to be shown.
• Poor titles. Overly long, keyword-stuffed or ambiguous titles reduce CTR. Example: a seller used internal codes and multiple keywords in the title; clicks dropped compared to a concise title with brand and model.
• Low-quality images. Blurry or lifestyle-only photos hurt conversion. Example: a clothing seller uploaded only mannequin shots without detail photos and saw an increase in returns due to mismatched expectations on fabric and color.
• Wrong category or attributes. Products placed in the wrong category or with wrong structured attributes do not appear in relevant filters. Example: a mobile accessory listed without "compatibility" attributes missed category filter traffic.
• Inconsistent SKUs. Reusing SKUs or changing them without coordination leads to duplicates and errors in stock syncs.
• Incorrect logistics setup. Wrong fulfillment channel settings (FBO vs FBS) lead to incorrect stock availability and late orders.

Each of these issues has operational consequences: lost sales, increased returns, incorrect commissions and manual disputes with the marketplace.

Practical tips for creating and managing product listings

Below are actionable steps to improve listing quality and reduce errors.

• SKU policy: build a clear, stable SKU scheme — supplier prefix + model code + variant code (color/size). Avoid special characters and never reuse SKUs when replacing items; document the logic in your inventory system.
• Use correct identifiers: always provide GTIN/EAN and MPN where available. Use serial numbers only for serialized goods. Consistency across all sellers increases the chance of correct merging.
• Title structure: include brand, model, and the most important characteristic(s) (e.g., "Brand Model — 128GB — Blue"). Keep it readable and avoid unnecessary internal notes.
• Image checklist: one main photo on white background, plus 3–5 additional images — angles, packaging, product in use, and an infographic with key specs. Follow the platform's technical requirements for size and aspect ratio. Test which angles convert best for your category.
• Attributes and mapping: fill structured attributes according to the category template and use standard values from dropdowns. Do not move attribute data into the free-text description — that weakens filtering and relevance.
• Description and benefits: write clear, benefit-focused descriptions and include warranty and usage notes. Use bullets for scannability.
• Pricing and promotions: keep historical price data where possible (price before discount) and plan participation in Kaspi promotions in advance to avoid margin surprises.
• Stock and logistics alignment: synchronize stock levels across channels (own warehouse, FBO, FBS) and set realistic lead times. Monitor stock health to avoid cancellations and bad ratings.
• Validation and monitoring: implement automated validation of feeds before upload — check required fields, image counts, EAN format and attribute completeness. Track key metrics: impressions, CTR, conversion, returns and disputes.
• Handle merges and disputes: if the platform merges your product under another card, prepare evidence (photos of packaging, certificates, invoices) and open a dispute with Kaspi support. Simultaneously adjust your data to accelerate correct separation.

How to organize catalog work when assortment grows

When the assortment scales, manual updates stop being feasible. Recommended practices:

• Centralized product data management — use a PIM or a structured internal directory to store SKUs, attributes, images and mapping rules. The PIM becomes the single source of truth for feeds to Kaspi.kz.
• Feed automation and templates — build export templates for each category that map internal fields to the platform schema. Automate feed generation and validation to catch errors before upload.
• Ownership and responsibilities — assign clear roles: content manager (titles, descriptions, images), data manager (attributes, SKUs, GTINs), and operations (stock, logistics). Maintain a change log for updates.
• Staging and rollouts — test significant changes on a subset of SKUs before applying catalog-wide. Use A/B tests for images and titles to measure impact on CTR and conversion.
• Quality KPIs — track completeness rate (share of listings with all mandatory attributes), image coverage, merge dispute rate and time to resolution. Set targets and escalate recurring issues.
• Integrations — where possible, use Kaspi APIs for product, price and stock updates to reduce latency and errors versus manual CSV uploads.

Conclusion

Well-structured and consistently maintained product listings are a lever for visibility, conversion and cost control on Kaspi.kz. Invest in identifiers, images, attribute completeness and automated processes — these investments pay off through higher sales, fewer returns and lower operational overhead. When scaling assortment, rely on PIMs, automated feeds and clear roles to keep data quality high and disputes low.