An English catalogue is not simply a translation of local advertising. It is a sales tool that should help a foreign buyer understand the range, compare products, and decide whether to request a quotation. Clear structure matters more than decorative design.
Start with a logical catalogue structure
Group products by category, use consistent names, and create a short contents section when the range is large. Give each item a stable product code so buyers can request the correct variant. Avoid mixing discontinued products with items currently available for wholesale.
Translate meaning, not individual words
Use terminology familiar to the target industry. Product names, ingredients, materials, dimensions, and usage instructions should be reviewed by someone who understands both English and the product. Automated translation can help with a first draft, but technical details require human verification.
Make specifications easy to compare
Present the same fields in the same order for every product: size, weight or volume, variants, materials or ingredients, unit packaging, carton quantity, storage, shelf life, and country of origin where relevant. Consistency helps procurement teams evaluate the catalogue quickly.
Use honest, high-quality photography
Show the product clearly on a clean background and include packaging, scale, and important details. Lifestyle images can support the brand story, but they should not replace accurate product images. Update photographs whenever labels, package sizes, or product appearance change.
End with commercial next steps
State whether prices are available on request, which Incoterms or delivery options can be discussed, minimum order expectations, sample availability, and the correct contact channel. Add links to the company and product pages on APH so the buyer can see updated information after receiving the catalogue.
APH — Your APH profile can function as a living online catalogue. Publish complete product cards and share the link in email, social media, exhibitions, and quotation follow-ups.
Useful APH links
Companies | Products | B2B directory | Register | Pricing