Sell sunglasses online that look right before they arrive

1. 01

   Print the three frame numbers

   Lens width, bridge width and temple length, such as 52-18-145, are printed inside most frames. Put them on every product and tell shoppers to compare with a pair they already own.

2. 02

   Show each frame on several faces

   Photograph each style front-on and side-on on two or three different face shapes, plus the frame alone from the front, the side and folded. A frame that looks right on a narrow face can look tiny on a wide one.

3. 03

   Make frame and lens color the options

   One frame, with tortoiseshell and black as frame colors and green, gray or brown lenses, each combination with its own stock. Polarized lenses can be an option too, with their own price.

4. 04

   Say what the lenses do, and keep the proof

   UV400, polarized, the filter category and the lens material. Use only the claims your supplier’s certificates support, and keep those papers where you can find them.

5. 05

   Say what’s in the box

   Hard case, cleaning cloth, pouch: list what comes with each pair. Replacement cases, cords and cloths also sell as small products of their own.

6. 06

   Plan for spring and travel

   Sunglasses sell from early spring through summer, and again before winter sun and ski trips. Add new styles before the first warm weeks and keep your core frames on sale all year.

• Sunglasses are regulated products

  In the US, the FDA treats sunglasses as medical devices and requires them to be impact resistant. In the EU and UK they count as protective equipment and need a CE or UKCA mark and a filter category on the label. Ask your supplier for the paperwork before you list.

• Very dark lenses and driving

  Lenses in filter category 4 are too dark for driving and must say so on the label. If you sell very dark lenses for mountains or water, say it on the product page too.

• Prescription lenses are a different business

  Prescription sunglasses involve health information and, in many countries, a licensed optician. Most small brands stick to non-prescription frames, or work with an optician who handles prescriptions directly.

General information to help you get started, not legal advice. Rules differ by country, state and product, so check the ones that apply to you.