Sourcing managers in the US, UK and Europe shortlist suppliers online long before they ask for a quote. In practice they compare several supplier websites in one sitting, and the ones that answer their questions fastest get the enquiry. This checklist covers what those buyers look for.
On the first screen
- What you make, in one sentence. “Woven cotton and linen fabrics for shirting and dresses” beats “Quality textiles since 1985”.
- Real photos. Your fabrics, garments and floor. Stock photos are spotted instantly and cost you trust.
- A clear way to enquire. A button, a WhatsApp link and an email address, all visible without scrolling far.
On product pages
- Technical details. Composition, GSM or weight, width, construction, finish and available colours.
- MOQ and lead time. Even a range helps a buyer decide whether to contact you.
- A catalogue they can filter. By fibre, weight, weave or end use, the way buyers actually search.
- Sample requests. A simple way to ask for swatches or a sample yardage.
Trust signals
- Certifications. Show the ones you hold, with certificate numbers where the scheme allows it, and keep them current.
- Capacity. Machines, monthly capacity and the processes you do in-house versus outsource.
- Markets and buyers. The countries you ship to, and buyer names only where you have permission.
Behind the scenes
- Fast on a phone. Many first visits happen on a phone, often at a trade fair. Heavy image sliders lose those visitors.
- Findable. A page per product family, clear titles, Google Search Console and a Google Business Profile, so buyers and AI search tools can find you.
The quickest win: if you do only one thing, add composition, GSM, width and MOQ to every product. It is the information buyers need to shortlist you, and most exporter sites leave it out.
Common mistakes
- A PDF catalogue as the only product information.
- An enquiry form that emails an inbox nobody checks.
- Out-of-date certificates or “coming soon” pages.
- Prices shown publicly when you only sell to approved buyers. A buyer login solves this.
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