Long before ecommerce transformed our purchasing experiences, retail catalogs informed and entertained shoppers. From the iconic Sears catalog to monthly mailers from the Columbia House record club, these printed publications arrived in mailboxes to showcase products customers never knew they needed.

While printed catalogs still circulate, many brands have turned to a digital format packed with interactive elements. These modern catalogs still serve as showrooms, featuring a product name and associated price, specs, features, and even reviews. With many professional-looking catalog templates available online, it’s never been easier to create an interactive catalog to persuade your target audience to buy. 

Here’s what you need to know to get started.

What is a product catalog?

A product catalog is a comprehensive listing of the products offered by a business. It can be a printed brochure used in physical stores or direct mail, or a digital catalog on a website, in a mobile app, or offered as a downloadable PDF. A product catalog includes key product details such as descriptions, prices, specifications, images, and variations. 

Today’s digital catalogs serve the same function as their print forebears: Help customers compare options, find the right items, and make an informed purchase decision. But these digital brochures go further than their analog counterparts, making it easier to browse, filter, and search products. For instance, an online catalog hosted on your website might offer interactive features, where every image is a clickable link to more product details or images.

As you build out your business, an online ecommerce catalog can function as a central product database for marketing, inventory management, and customer service.

Types of product catalogs

• Print catalogs
• Digital catalogs
• Interactive catalogs
• B2B catalogs

Using a combination of innovative digital technology and traditional print methods, your company can leverage a variety of catalog types:

Print catalogs

Print catalogs are physical booklets or magazines with your company’s product offerings. They’re often mailed directly to customers, with additional copies perhaps distributed in store or elsewhere.

Print catalogs appeal to consumers who prefer the tactile act of turning pages. They can even evoke nostalgia. This traditional format can be especially effective for seasonal promotions or high-end products where visuals and presentation can sway purchasing decisions.

Digital catalogs

Digital catalogs can be computer-based versions of traditional print catalogs or have additional features. Customers access them via a website, app, or downloadable PDF. They often contain the same product info found in a print catalog, and potentially the same design elements. In their most basic form, digital catalogs are recreations of traditional print catalogs, featuring static product images accompanied by text.

An online catalog gives you the advantage of easy updates, lower distribution costs, and integration with ecommerce platforms, making this format ideal if you frequently change your inventory or pricing.

Interactive catalogs

Interactive catalogs are digital catalogs that go beyond static images and text, offering consumers an interactive experience by incorporating rich media like embedded videos, 360-degree product views, animations, and clickable links. Some have interactive order forms or can take customers from a product description to an ecommerce checkout page in just a few clicks.

For a Shopify merchant, an interactive catalog can provide a more immersive shopping experience, allowing customers to visualize products and learn about their features in a dynamic way. This can lead to increased engagement and higher conversion rates.

B2B catalogs

Business-to-business (B2B) catalogs, in either digital or print form, are designed for wholesale or business customers. Unlike a business-to-consumer (B2C) catalog that focuses on retail sales to individuals, a B2B catalog often includes bulk pricing (also known as tiered pricing or volume discounts), specific ordering codes, and detailed product specifications.

These catalogs traditionally appeal to procurement managers who need accurate, up-to-date information for large-scale orders. To that end, a manufacturer might populate its online B2B catalogs with current inventory levels since product availability is a core factor in B2B purchasing decisions.

What to include in a product catalog

• Front cover
• Table of contents
• Product listings
• Product reviews
• Discounts and promotions
• Return policy
• Call to action

The most effective product catalogs are more than just a list of items. The goal is to create a well-structured sales tool that not only guides but also persuades customers. Here are potential elements you can include, along with tips to help you stand out:

Front cover 

The front cover is the recipient’s first impression. Digital catalogs have an equivalent to a front cover, which can be your preferred opening image or page. This front page should be visually striking and instantly communicate your brand’s identity. Include your brand name and catalog title (e.g., “Back to School Essentials,” “Spring Collection 2026,” etc.) for immediate context. You might feature a high-resolution image of one of your signature products or a new release featured in that catalog edition, to grab attention and highlight key offerings.

Table of contents

Print catalogs typically begin with a table of contents to help customers quickly navigate to a specific product category. Digital catalogs offer their own version, with dropdown menus or well-structured pages of links. You can organize your inventory by product type, brand, or application.

Product listings

This is the core of your catalog, where each product is individually featured. A listing typically includes:

• High-quality images. Use clear, professional photos from multiple angles.

• Detailed product descriptions. Write compelling copy that highlights key features, benefits, and materials.

• Pricing. Clearly state the price for each product.

• SKUs or model numbers. Include unique identifiers to make ordering easy and accurate.

• Consistent typography. Use the same formatting throughout your catalog to make each listing easy to read. Doing so also helps you convey a brand aesthetic.

You can also create listing pages for software (e.g., CRM systems, ERP systems) and services (e.g., marketing consulting, data analytics). As with physical products, these listings benefit from ample details, pricing, and images (think screenshots) wherever possible. Even carefully chosen stock images can effectively convey the benefits of a particular service.

Product reviews

Including product reviews and testimonials can significantly increase customer confidence in a product or service. A Northwestern University study found that customers are 270% more likely to buy products with five or more reviews than those with no reviews.

Where possible, sprinkle short, positive reviews from satisfied customers throughout your catalog. It serves as social proof for customers encountering your brand for the first time.

Discounts and promotions

Make space in your catalog to highlight any special offers, discounts, or promotions. This can include coupons, bundle deals, or seasonal sales. Clearly state the terms and conditions for each promotion to avoid confusion.

Return policy

Clearly outline your return, refund, and exchange terms. Use plain, customer-friendly language to manage expectations and avoid confusion. Customers appreciate your transparency even if your terms are restrictive.

Call to action (CTA)

Include a call to action (CTA) wherever it’s relevant on your website. You can have a Buy Now button on each page of a digital catalog, direct customers to call for more information on a print B2B catalog, or have a back cover with a strong CTA such as “Shop the full collection at our website,” or “Follow us on Instagram.” You can also use the back cover of your catalog to share your contact info, including your website URL, contact email, phone number, and social media handles, and encourage customers to get more involved.