UK-Based Electrical Distributor Achieved 10x Efficiency for Product Expansion with Describely

The Struggle to Scale

When Tony joined GoSparky, a UK-based electrical distributor specializing in everything from light bulbs to cables, he knew he had his work cut out for him. 

The company’s online store was managing around 4,500 products, with ambitions to scale that number up to 30,000. With a team of just two people handling the entire online operation, the task put quite a burden on their team.

The volume wasn’t the only challenge. Many of GoSparky’s products were similar but had slight variations—like cables available in different lengths or colors. Each variant required a unique description, and writing thousands of them manually was a non-starter.

“It was painfully slow doing things manually.”

Even with outsourcing, progress was sluggish, with around 100 product descriptions completed per week. At that rate, reaching their goal would take years—a timeline that didn’t fit their growth plans.

From Weeks to Days: Discovering Describely

Tony, a seasoned eCommerce leader, understood that technology was the key to scaling efficiently. He tested several AI tools but found most options too limited or cumbersome for bulk processing. Then he found Describely.

“I was searching for AI that could help rewrite our product descriptions. Describely does it quickly for me and 95% of the time, it’s good.”

Describely’s bulk import capability allowed Tony to upload spreadsheets with thousands of SKUs and generate descriptions at scale—without the slow, manual work they’d been doing. GoSparky’s old process of manually gathering information from manufacturers was replaced by Describely’s Data Enrichment feature, which pulls accurate, SEO-friendly content directly from a product’s SKU and manufacturer’s website.

“One of the best things about Describely is you can input the website where the product info is, and it pulls the content accurately.”

Instead of spending weeks writing content, they could now process hundreds of products in a single day.

10x Faster Content Production with Fewer Errors

With Describely, the transformation was immediate. Content creation that used to take weeks was reduced to days, sometimes even hours. Tony estimated that the overall process became approximately ten times faster.

Speed wasn’t the only improvement. Describely also minimized the errors that often slipped through with manual work, resulting in more accurate and polished product descriptions. GoSparky used Describely’s Content Rules to ensure descriptions for technical products included essential details tailored to an audience of electricians, further enhancing their product appeal.

“The content you are getting is more accurate and more correct than it would be from a human.”

The AI-generated descriptions were unique, varied, and SEO-optimized, giving GoSparky an immediate boost in search visibility and driving conversions.

Lighting the Path Ahead

It didn’t take long for the benefits of Describely to show up in GoSparky’s bottom line. 

“Some of the cables we added a couple of months ago using Describely are already selling well.”

With Describely now a core part of their operations, Tony is optimistic about future growth and is already exploring Describely’s other features, like image handling.

For businesses facing similar obstacles, Tony encourages others to embrace AI for content creation to improve efficiency, accuracy, and overall business performance.

“You can’t scale content creation without AI. It’s impossible to get the quantity of products up unless you’re paying for significantly more personnel to do it. And even they would make mistakes.”

GoSparky’s journey illustrates how embracing the right technology can turn overwhelming tasks into manageable workflows. Describely helped them scale efficiently, maintain high-quality content, and free up time to focus on growth.

If manual processes are holding back your growth, take the next step. Join GoSparky and thousands of other eCommerce businesses to see how Describely can streamline your operations, save time, and reduce costs. Try Describely for free today!