242 lines
11 KiB
Markdown
242 lines
11 KiB
Markdown
# Platform Specs (2026)
|
||
|
||
Hard rules per platform. **Failing these = takedown or de-ranking** — they override aesthetics.
|
||
|
||
When in doubt, look up the official rules — these change. Last refresh: 2026-04.
|
||
|
||
---
|
||
|
||
## 国内电商
|
||
|
||
### 淘宝 (Taobao)
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Main aspect | 1:1 (800×800px) for 60+ categories; 3:4 (750×1000px) for apparel display categories |
|
||
| Main count | 5 images, the 1st = search-result thumbnail |
|
||
| White background | Image #5 must be pure white (used in "猜你喜欢" recommendations); not required for search main |
|
||
| File | JPG / PNG / GIF, ≤ 3 MB |
|
||
| Detail page | PC width 750 px; mobile width 480–620 px; per-image height ≤ 960 px |
|
||
| Main video | Strongly recommended; auto-plays on mobile, ranks higher than static |
|
||
|
||
**Reality**: Most search-result main images are scene / model / creative — pure white loses in the feed. Save white for the recommendation slot. Mobile main image area is small — keep info minimal: big text + key selling point + product subject.
|
||
|
||
### 天猫 (Tmall)
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Main aspect | 1:1 (≥ 700×700, recommend 800×800) or 3:4 (750×1000) |
|
||
| Transparent PNG | Must upload at least 1 × 800×800 PNG transparent product image (campaign requirement) |
|
||
| White-bg | Must upload at least 1 white-background product image |
|
||
| File | ≤ 3 MB per image |
|
||
| Detail page | PC 790 px wide; mobile 750 px wide |
|
||
|
||
**Reality**: Tmall enforces brand consistency more than Taobao — all main images of one store should share style. The "main + white-bg + transparent" trio is required.
|
||
|
||
### 京东 (JD)
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Main size | 800×800 (square) or 750×1000 (long), ≥ 72 dpi |
|
||
| Main count | ≥ 5 images at multiple angles |
|
||
| Main #1 | **Mandatory pure white background, real product front shot** |
|
||
| File | JPG / PNG / JPEG, ≤ 3 MB (Jingmai) / ≤ 1 MB (Zhipu) |
|
||
| GIF | New uploads no longer supported |
|
||
| Detail page | PC 990 / 750 px; mobile 640 px |
|
||
| Product fill | Centered, fill the canvas (≥ 85% on JD Worldwide) |
|
||
|
||
**Reality**: JD is one of the few CN platforms that still hard-enforces pure white on Image #1. Supporting images can be scene / function / infographic.
|
||
|
||
### 拼多多 (Pinduoduo)
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Home main | 750×352 (**horizontal**), ≤ 100 KB |
|
||
| Carousel | Width ≥ 480, any height, ≤ 1 MB each, max 20 |
|
||
| White-bg image | 480×480, ≤ 3 MB, **strict**: no logo / watermark / text / collage / shadow / model / background — only the product, front-on |
|
||
| Campaign main | 750×352, ≤ 100 KB, white background, product centered |
|
||
| Format | JPG / PNG |
|
||
| Detail page | 480–1200 px wide, ≤ 1 MB each |
|
||
|
||
**Reality**: 750×352 is **horizontal** — totally different from Taobao/JD squares. Common rookie trap. White-bg rule is enforced strictly. Value-pack / family-pack / buy-one-get-one visualisations work well. "牛皮癣" (heavy promo overlay) gets de-ranked.
|
||
|
||
### 抖音商城 (Douyin Shop)
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Main size | ≥ 480×480, recommend 750×750, 1:1 |
|
||
| Count | ≥ 3, recommend 5+ |
|
||
| Main #1 | Must be a real product photo |
|
||
| File | JPG / JPEG / PNG, ≤ 3 MB main / ≤ 5 MB detail |
|
||
| Aspect | 1:1 recommended, 3:4 allowed |
|
||
| Banned | Full-screen watermark, third-party app watermarks, all main images at the same angle |
|
||
| Detail page | 750 / 1242 px wide |
|
||
|
||
**Reality**: For "猜你喜欢" placement the main image must pass platform style rules. Multi-angle is enforced. **Content-feel beats ad-feel** — Douyin shoppers reject "硬广" style. Short video is the actual conversion driver.
|
||
|
||
### 小红书 (Xiaohongshu / RED)
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Note image aspect | One of: 3:4 vertical (mainstream), 1:1 square, 4:3 horizontal — entire note uses one ratio |
|
||
| Recommended | 1080×1440 (best), or 1242×1660 (high-res) |
|
||
| Product image | Recommend 1:1 |
|
||
| Image count | Up to 18 per note |
|
||
| Cover | Image #1 — single biggest CTR lever |
|
||
| Video | 9:16 vertical |
|
||
|
||
**Reality**: Note vibes > polish. Pure product shots underperform; lifestyle / scene / "real-person sharing" wins. UGC look beats brand polish. Cover formula = product + scene + bold-text title (but not 牛皮癣).
|
||
|
||
### 快手电商 (Kuaishou)
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Main size | Recommend 800×800 (1:1), auto-compresses to 600×600 on mobile |
|
||
| Resolution | ≥ 72 dpi |
|
||
| Detail | 750 px wide, any height |
|
||
| Format | JPG / PNG |
|
||
|
||
**Reality**: Real > polished. Live-room recordings or screenshots accepted as listing images. Value-pack / large-portion / bundle visualisations work.
|
||
|
||
---
|
||
|
||
## 海外电商
|
||
|
||
### Amazon
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Main short side | ≥ 500 px, recommend 2000×2000 (zoom), max 10000×10000 |
|
||
| Main background | **Pure white RGB(255, 255, 255)** — strictest rule on Amazon |
|
||
| Main content | Product only — no text, no logo, no watermark, no border, no illustration |
|
||
| Product fill | ≥ 85% of frame |
|
||
| Image count | Up to 9 (1 main + 8 supporting) |
|
||
| Format | JPEG preferred, PNG / GIF / TIFF allowed, ≤ 10 MB |
|
||
| Supporting | Infographics / scenes / size charts allowed |
|
||
|
||
**Reality**: Recommended set = 1 white-bg main + 2–3 multi-angle + 1 size reference + 1–2 lifestyle + 1 infographic. A+ Content (brand-rich description) lifts conversion materially.
|
||
|
||
### Shopify
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Product image | Recommend 2048×2048 (square), max 4472×4472 |
|
||
| File | ≤ 20 MB |
|
||
| Format | JPG (photo), PNG (transparent / logo) |
|
||
| Banner | Desktop 1920×1080, mobile 800×1200 |
|
||
|
||
**Reality**: Independent store = brand freedom. 5–8 images per product converts measurably better than fewer. Lifestyle imagery converts strongly here. Supports 3D / AR for try-on. Zoom requires > 800×800.
|
||
|
||
### Shopee
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Cover (main) | Recommend 1024×1024, min 500×500, 1:1 |
|
||
| Description images | Min 1000×32, max 12 |
|
||
| Allowed aspect range | 0.5 to 3:2 |
|
||
| Image count | Up to 9 |
|
||
|
||
**Reality**: SE Asia values value-for-money — promo text on image is fine (unlike Amazon). Size reference and use scene reduce returns.
|
||
|
||
### TikTok Shop (overseas)
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Main size | Recommend ≥ 800×800, min 600×600 |
|
||
| Aspect | 1:1 or 3:4 |
|
||
| File | ≤ 5 MB |
|
||
| Format | JPG / JPEG / PNG |
|
||
| Main rule | Clear product, no watermark, no border, no promo text |
|
||
| Image count | ≥ 5 multi-angle |
|
||
|
||
**Reality**: Short video (9:16, 720×1280+) drives sales. First 3 seconds make or break. UGC review style outperforms polished ads.
|
||
|
||
### Etsy
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Main size | Recommend 2000×2000 |
|
||
| Image count | Up to 10 |
|
||
| Search thumbnail | Cropped to 4:3 horizontal |
|
||
|
||
**Reality**: Hand-feel and uniqueness sell. Process images and macro details convert well. Packaging / unboxing matters (gifting). Size reference essential.
|
||
|
||
---
|
||
|
||
## 海外社交
|
||
|
||
### Instagram (Shopping)
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Post — square | 1080×1080 (1:1) |
|
||
| Post — vertical | 1080×1350 (4:5) — recommended |
|
||
| Post — horizontal | 1080×566 (1.91:1) |
|
||
| Stories | 1080×1920 (9:16) |
|
||
| Reels | 1080×1920 (9:16) |
|
||
| Format | PNG (graphics) / JPG (photo) |
|
||
| 2025 update | 3:4 supported; grid crops to centered 1012×1350 |
|
||
|
||
**Reality**: 4:5 vertical wins the feed. Unified visual style is non-negotiable. Reels weighted way above static. Top ~250 px and bottom ~340 px are UI-occluded — keep critical text/logo away.
|
||
|
||
### Pinterest
|
||
|
||
| Spec | Value |
|
||
|------|-------|
|
||
| Standard Pin | Recommend 1000×1500 (2:3 vertical), min 600×900 |
|
||
| Long Pin | 1000×2100+ allowed but may crop |
|
||
| File | ≤ 20 MB desktop / ≤ 32 MB app |
|
||
| Format | PNG / JPEG |
|
||
|
||
**Reality**: 2:3 vertical = best feed real estate. Add a short text title on-image to lift saves. Inspiration / tutorial / comparison content wins. Seasonal content: post 30–45 days early. Image SEO (alt text, description) matters — Pinterest is a visual search engine.
|
||
|
||
---
|
||
|
||
## Quick Lookup: Spec Comparison
|
||
|
||
| Platform | Main aspect | Background rule | Core style |
|
||
|----------|-------------|-----------------|-----------|
|
||
| Taobao | 1:1 (800) or 3:4 (750×1000) | Image #5 white-bg only | Scene / model dominant |
|
||
| Tmall | same | Must include white-bg + transparent | Brand-consistent |
|
||
| JD | same | **Image #1 must be pure white** | Premium + spec |
|
||
| PDD | **750×352 horizontal** main | Strict white-bg image required (480×480) | Clean, no overlay |
|
||
| Douyin | ≥ 480×480, rec 750×750 | No, but real photo required | Content-feel, multi-angle |
|
||
| Xiaohongshu | 3:4 vertical (1080×1440) | No requirement | UGC / lifestyle |
|
||
| Kuaishou | 800×800 | No requirement | Real / down-to-earth |
|
||
| Amazon | ≥ 1000, rec 2000×2000 | **Strict pure white** RGB(255,255,255) | White hero + infographics |
|
||
| Shopify | rec 2048×2048 | Free | Brand-driven |
|
||
| Shopee | rec 1024×1024 | Not required, prefer light | Value + promo overlay |
|
||
| TikTok Shop | ≥ 600×600, rec 800×800 | Not required | UGC + content |
|
||
| Instagram | 1080×1350 (4:5) | Free | High-aesthetic + unified |
|
||
| Pinterest | 1000×1500 (2:3) | Free | Inspirational + tutorial |
|
||
| Etsy | rec 2000×2000 | Prefer light / white | Hand-feel + unique |
|
||
|
||
---
|
||
|
||
## Category × Platform Emphasis
|
||
|
||
Quick lookup for what each platform expects from each category.
|
||
|
||
| Category | TB/Tmall | JD | PDD | Douyin | XHS | Amazon |
|
||
|----------|----------|----|----|--------|-----|--------|
|
||
| 女装 | model + white-bg | premium model | value bundle | styling video | lifestyle styling | white-bg + infographic |
|
||
| 家装 | scene + size labels | spec compare | bundle pack | use-scene video | home mood | white-bg + scene |
|
||
| 日用品 | white-bg + function | spec compare | multi-pack | use demo video | recommendation | white-bg + infographic |
|
||
| 宠物 | pet model | function | value pack | cute pet video | cute pet seeding | white-bg + use |
|
||
| 母婴 | warm + cert | safety report | combo set | parenting video | mom review | safety cert + infographic |
|
||
| 数码 | studio tech feel | spec viz | value | unbox / review | tech-good seeding | white-bg + function |
|
||
| 珠宝 | model + macro | material cert | value | wear video | styling | white-bg + worn |
|
||
| 美妆 | texture + 试色 | ingredient compare | combo | swatch video | review | white-bg + swatch |
|
||
| 保健品 | pack + cert | ingredient | family pack | science + product | health share | white-bg + ingredient |
|
||
| 洗护 | texture + ingredient | function compare | bulk value | use-effect video | seeding | white-bg + function |
|
||
| 男装 | model / hanger | premium fabric | bundle | styling video | menswear style | white-bg + infographic |
|
||
| 鞋靴 | multi-angle + on-foot | tech features | value | on-foot video | styling | white-bg + multi-angle |
|
||
| 箱包 | capacity + model | material craft | practical bundle | unbox video | styling | white-bg + interior |
|
||
| 运动 | scene + function | tech specs | value | sport scene video | sport styling | white-bg + function |
|
||
|
||
---
|
||
|
||
## Source Notes
|
||
|
||
Specs above are compiled from public platform documentation and industry guides as of early 2026. Platforms update rules — always cross-check the current official page before bulk-producing for production use.
|