The appearance and quality of a product online are just as important as the price. We therefore need to ensure that products are not only in the right categories, but that they also have good quality photos and a sufficient description for the customer. In the following article you will learn more about the requirements for the correct appearance of a product on our website.

As our partner, you are responsible for the content of your entire portfolio. You are responsible for the accuracy of the information you publish about your product and for following the governmental conditions and regulations for the sale of your products.
For more information about the terms and conditions, please see General Terms and Conditions.
MALL reserves the right to withdraw your product from the website if it does not meet the required content quality or applicable legislation.

Checking the appearance and content of products before the launch

Why is content quality important? 

  • So that the customer can easily navigate on the website and find what they need immediately.
  • To keep customers coming back to us, have the best customer experience and reduce returns
  • To be seen in Google searches, in full-text searches on the site, and to move up to the top positions in product listings thanks to good reviews
  • To avoid selling products on the site for which we do not have permission or approval and to avoid fines and other inconveniences

Before the actual launch of your products (products in the "Live" status), we check the content. Your products (or a proportionate part of them) will be checked and evaluated.
Depending on the result, you may then be required to make corrections to ensure the best possible quality of our website as well as a higher Google search engine ranking.

Two types of errors are defined in product control. Severe errors that block the display of products on our website and errors that do not prevent the activation of the product.
Any comments you have received from MALL must be implemented in the products.

That's why we've prepared this detailed article with information on our product appearance requirements and a list of government and internal regulations that we update regularly.


What the product should look like

To give you a better idea of the ideal product design, we have an example below.
This is a variant product (shoe size, color) that has all the necessary details filled in. There is a brand name, quality photos on a white background, size charts and the necessary parameters.

In case the product contains variants (as in this example size and colour), it is necessary to create a variant product. It is not possible to upload variants separately because the product list would become unclear. At the same time, you must add a variant identifier to the name (for example, name + size 38).

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Overview of government and internal regulations for each country

We have a table with a list of all restrictions and permits where you can easily find the current regulations for each country. We update the table regularly, but it is possible that we may miss something, so always rely on the ministries and official state websites.

Sales of COVID related products:CZSKSIHUPL
FFP2 face masksyes - 21% VATyes - 20% VATNoNoNo
FFP3 face masksyes - 21% VATyes - 20% VATNoNoNo
Covid testsyes - 0% VATNoNoNoNo
KN95 face masksyes - 21% VATyes - 20% VATNoNoNo
EAN: (exception furniture, handmade, fashion)YesYesYesYesYes
New Energy Labels/Information Sheets:CZSKSIHUPL
Domestic refrigeratorsYesYesYesYesYes
Washing machinesYesYesYesYesYes
Combination washing machines with dryerYesYesYesYesYes
Monitors and displaysYesYesYesYesYes
Wine coolersYesYesYesYesYes
Freestanding freezersYesYesYesYesYes
LED light sourceYesYesYesYesYes
Appliances and furniture with lightingYesYesYesYesYes
Christmas lights (white)YesYesYesYesYes
LED stripsYesYesYesYesYes
Heating elementsNoNoNoNoNo
Old energy labels / Fact sheets
(the rest of the white goods):
Ovens and cookersYesYesYesYesYes
Kitchen HoodsYesYesYesYesYes
Air ConditioningYesYesYesYesYes
Water heatersYesYesYesYesYes
(instructions, hazard class, safety instructions)
Ban on the sale of single-use plastics:CZSKSIHUPL
Plastic cotton budsYes YesYesNoNo
Expanded polystyrene food containers - expanded polystyrene cupsYesYesYesNoNo
All oxo-degradable plastics and their productsYes YesYesNoNo
Beverage containers made of expanded polystyreneYesYesYesNoNo
Plastic cutlery, plates, straws, stirrers - balloon sticksYesYesYesNoNo
Sale of food and food supplements:YesYesYesYesYes
Name and address of the operator who produced the productYesYesYesYesYes
Name of foodYesYesYesYesYes
Net quantityYesYesYesYesYes
Composition of the productYesYesYesYesYes
Country of originYesYesYesYesYes
Method of storage for food where safety or quality is compromisedYesYesYesYesYes
Additional information, e.g. for foods packaged in aerosols, containing sweeteners, etc.YesYesYesYesYes
Particulars for non-prepacked foods as referred to in Article 44(1)(a) of Regulation (EU) No 1169/2011 of the European Parliament and of the CouncilYesYesYesYesYes
Indication of the quantity of the main ingredient in percentage by weightYesYesYesYesYes
Best before or use-by dateNoNoNoNoNo
Fashion - composition (from the largest component to the smallest in %)YesYesYesYesYes
Fashion - maintenance instructions (text or symbols)YesYesYesYesYes
Wines, sparkling wines - what is wineYesYesYesYesYes
Drogerie - number of doses e.g.: for washing gels, fabric softener, dishwasher tabletsNoYesNoNoNo
Other sales:CZSKSIHUPL
Instructions for use in the local languageYesYesYesYesYes
Distillates, hard alcoholYesNoNoNoNo
Wine, beer, sparkling wineYesYesYesYesYes
Inhalers, e-cigarettes, cigarettesNoNoNoNoNo
Bamboo plastic productsNoNoNoNoNo
Gift vouchers for other e-shopsNoNoNoNoNo
Services that require an email, web link or note in the orderNoNoNoNoNo
Lilial, Lilial aldehyde, Butylbenzyl Methylpropional, 2-(4-tert-Butylbenzyl) propionaldehyde, BMHCA (mainly in cosmetics and baby diapers)NoNoNoNoNo
Kratom (an addictive, potentially dangerous substance). Must be listed for collector use only, not for internal useYesYesYesYesYes
D Test (mentions, links or logos)NoNoNoNoNo
Guarantee other than the country-specific statutory guaranteeNoNoNoNoNo

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Introductory photos and gallery

Introductory photos

  • Whole product from the front on a pure white background 
  • Sharp, high quality, high resolution photos 
  • Must be without logos, watermarks, stickers, text, people or body parts etc. Google filters such images 
  • The number of pieces shown must be 1, even if multiple pieces of the same product are sold. If you want the number of products in the cover photo to match the number in the package, there is a risk that Google will filter out such images 
  • Lifestyle photos are not allowed on the front page. The only exceptions are clothing, wallpaper, furniture and kitchen sets 


  • The following images in the sequence after the initial photo can be lifestyle images, with a logo or color background. It is most important to keep the required appearance of the first photo in the sequence. 
  • To quickly clear the background, you can use this free app
  • If you change the photo, it is necessary to change the URL of the image. If you don't, our system will not recognize the change and will still display the original image. 
  • Recommended resolution and format:
    • 1280 px x 1024 px (max. 2000 px x 2000 px)
    • min. 100 KB (max. size 2 MB)
    • JPEG, GIF and PNG

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  • The product should always be placed in the most possible end category (increase CTR - click-through rate and also improve sales) 
  • If you use the Heureka XML feed connection type, you can change the categories using the Product Control
  • If you sell products that fall into the adult range, special care must be taken to ensure that your products are correctly categorized so that they do not fall into categories without age confirmation. These include alcohol, erotica, smoking accessories, chemicals, CBD products, weapons and fireworks.

The list of these categories is as follows:

Self Defense pepper sprays
Target sports - accessories
RAM/T4E weapons 
Entertainment fireworks
Defensive Means
Airsoft guns
Alcoholic beverages 
Wines (for SK)
Defence equipment - accessories
Firearms - accessories 
Gift baskets 
Air Weapons
Electric stun guns
Bows and crossbows
Erotic goods 
Other target sports
Optics accessories

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The brand name

  • It is mandatory to specify the brand name for each product
  • It must be a real brand product
  • If the brand is not in our database, you need to apply for its establishment through the MALL Partner Portal
  • Brand is automatically written in the first position of the product name, so it is necessary not to enter it in the product name

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Product name

  • Plain text in the local language 
  • It must contain a keyword or a phrase 
  • Specify size, colour, type and product code (e.g. fashion, footwear) 
  • It must not be written in all caps 
  • It must not contain the brand name as it is automatically written in the first position in the title
  • Preferably only one line and a maximum of 200 characters
  • The product may include a gift as part of the package. In this case, the gift must be listed in the product name (after the product name itself), and the information must also be included in the long description.
  • In the case of variant or similar products, it is necessary that the name contains an identifier on the basis of which the customer is able to distinguish the differences between the different types of products, especially if they have the same photo or if the difference cannot be seen in the photo (e.g. 2 identical pairs of shoes in 2 different sizes)

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Short description

  • It is the most important description, as it is displayed in the product preview in the list of search results
  • It must contain several understandable, coherent sentences about the product and be in the local language 
  • It must not be written in bullet points 
  • It should contain as many words as necessary for  SEO optimization and brief information for the customer 
  • Must not be cut off in the middle of a sentence or word 
  • Maximum 300 characters 
  • Should not be the same as a long description 
  • Must not contain links to a website or email, partner services, information about warranty or shipping, choice of product variant in the note, as the Mall does not have the option of a note in the order 

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Long description

  • The text must be clear and in the local language
  • It can be written in paragraphs or sentences 
  • It must contain a detailed product information such as material, performance, colour, size 
  • Information required by law (warnings for chemicals, ingredients for fashion, etc.) 
  • For fashion, it is necessary to include size charts 
  • Max. 13000 characters 
  • The description may also include pictures and instructional videos (no ads) 
  • Must not contain links to the website or email, partner services, warranty or shipping information, product variant selection in the note, as Mall does not have the option of a note in the order

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  • It must be converted to the correct currency and correspond to the price of the product
  • If required by the country, the price of the product must be converted per 100 ml, 100 g or per number of doses.
  • The maximum number of pieces of 1 specific product that can be included in one order is 30. Therefore, for products that have a low price (for example, screws), we recommend creating packages of multiple pieces

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  • It is a mandatory part of every product
  • For the customer, it offers quick comparison of product features and purchase decisions, so it is best to fill in as many parameters as possible for each product
  • Parameters are divided into mandatory sorting parameters (they classify the product into the correct subcategory and ensure that the product is displayed on the website) and technical parameters (they are the properties of the selected product)

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  • EAN is a required part of every product
  • Currently exceptions are made for handmade products, fashion and furniture
  • You can apply for EAN at GS1

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Partner name

  • Promotion of your own site is not allowed
  • We accept the name of the company or sole trader from the commercial register
Partner name in product detail
Partner name in the product listing

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Energy labels, classes and information sheets

  • According to the legislation it is mandatory to display energy labels for white goods, electronic displays (TV and monitors), light bulbs and lighting fixtures (non-removable light source or if the product is sold with a bulb)
  • Energy labels, classes must be visible in the product preview and after clicking the product in the gallery
  • Information sheets can be part of the gallery or inserted in the long description, even in the form of a link
  • Placing labels for online sales for heaters and tires is optional
  • For more information, please visit
  • As the EU energy labelling for certain categories of electrical appliances changed in March 2021, products need to be updated to comply with all the new regulations

Changes were made in the following categories:

  • Monitors  
  • Television  
  • Washing machines (washing machines with dryer)
  • Refrigerators  
  • Built-in freezers  
  • Freestanding freezers  
  • Wine coolers  
  • Dishwashers

Guidelines for new energy labels by connection type

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Face masks and COVID tests

Face masks

  • Correctly set VAT for the country
  • The image must include the CE marking, the name or mark of the manufacturer/supplier
  • The description shall include the name or mark of the manufacturer/supplier, the inscription: EN149, year of issue, class, optional characteristic, e.g. EN 25:2001 FFP2 NR/R/D
  • Number of pieces per pack, protection factor, with/without exhaust, metal tape
  • The opening photo must be only the face mask on a white background

COVID tests

  • Instructions for use with package leaflet in local language
  • Information that the test has been added to the list of antigen tests
  • Contents of the package
  • Warning of expiry date and need to check before opening

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